HI COFFEE

PROPOSED LOCATION

ECONSAVE KLUANG

LOT A-1, ECONSAVE CASH & CARRY KLUANG

JALAN MERSING, MUKIM KLUANG

86000, KLUANG, JOHOR

HI COFFEE

EXECUTIVE SUMMARY

Introduction

Hi-Coffee & Bakery (HiCB) is a start-up coffee and bakery retail establishment located in Nusajaya, Johor Bahru. HiCB expects to catch the interest of a regular loyal customer base with its broad variety of coffee and pastry products. The company plans to build a strong market position in the town, due to the partners' industry experience and mild competitive climate in the area.

HiCB aims to offer its products at a competitive price to meet the demand of the middle-to higher-income local market area residents and tourists.

The Company

HiCB is incorporated in the state of Johor. It is equally owned and managed by its five partners.

Mr Zaidy has extensive experience in sales, marketing, and management, and was vice president of national coffee store chain, Starbucks Cafe. Mrs Alisa and Mrs Liani bring experience in the area of finance and administration. Mr Nirman was a pastry chef at the Lavender Bakery. Finally Mr Fauzi was a F&B Manager at Hotel Selesa Pasir Gudang.

The company intends to hire two full-time pastry bakers and 3 part-time baristas to handle customer service and day to day operations.

Products and Services

HiCB offers a broad range of coffee and espresso products, all from high quality Columbian grown imported coffee beans. HiCB caters to all of its customers by providing each customer coffee and espresso products made to suit the customer, down to the smallest detail.

The bakery provides freshly prepared bakery and pastry products at all times during business operations. Six to eight moderate batches of bakery and pastry products are prepared during the day to assure fresh baked goods are always available.

The Market

The retail coffee industry in the Malaysia has recently experienced rapid growth. Lifestyle workers in the corporate sector have provided an avenue for this business development.

HiCB wants to establish a large regular customer base, and will therefore concentrate its business and marketing on local residents, which will be the dominant target market. This will establish a healthy, consistent revenue base to ensure stability of the business. In addition, tourist traffic is expected to comprise approximately 35% of the revenues. High visibility and competitive products and service are critical to capture this segment of the market.

HI COFFEE

VISION AND MISSION STATEMENT

Mission Statement

HiCB aims to offer high quality coffee, espresso, 

and pastry products at a competitive price to meet

 the demand of the middle- to higher-income local 

market area residents and tourists.

Here are the principles of how we live that every day:

Our Coffee and Bakery

It has always been, and will always be, about quality. We’re passionate about ethically sourcing the finest coffee beans, roasting them with great care and improving the lives of people who grow them. We care deeply about all of this; our work is never done.

Our Partners

We’re called partners, because it’s not just a job, it’s our passion. Together, we embrace diversity to create a place where each of us can be ourselves. We always treat each other with respect and dignity. And we hold each other to that standard.

Our Customers

When we are fully engaged, we connect with, laugh with and uplift the lives of our customers – even if just for a few moments. Sure, it starts with the promise of a perfectly made beverage, but our work goes far beyond that. It’s really about human connection.

Our Stores

When our customers feel this sense of belonging, our stores become a haven, a break from the worries outside, a place where you can meet with friends. It’s about enjoyment at the speed of life – sometimes slow and savored, sometimes faster. Always full of humanity.

Our neighborhood

Every store is part of a community, and we take our responsibility to be good neighbors seriously. We want to be invited in wherever we do business. We can be a force for positive action – bringing together our partners, customers and the community to contribute every day. Now we see that our responsibility – and our potential for good – is even larger. The world is looking to Starbucks to set the new standard, yet again. We will lead.

Our Shareholders

We know that as we deliver in each of these areas, we enjoy the kind of success that rewards our shareholders. We are fully accountable to get each of these elements right so that Starbucks – and everyone it touches – can endure and thrive.

Environmental Mission Statement

HiCB is committed to a role of environmental leadership in all facets of our business.

We fulfil this mission by a commitment to:

• Understanding of environmental issues and sharing information with our partners. 
• Developing innovative and flexible solutions to bring about change. 
• Striving to buy, sell and use environmentally friendly products. 
• Recognizing that financial responsibility is essential to our environmental future. 
• Instilling environmental responsibility as a corporate value. 
• Measuring and monitoring our progress for each project. 
• Encouraging all partners to share in our mission.

HI COFFEE

BUSINESS MODEL

HI COFFEE

BUSINESS AND INDUSTRY ANALYSIS

HiCB's focus is on meeting the demand of a regular local resident customer base, as well as a significant level of tourist traffic from nearby highways.

Market Segmentation

HiCB focuses on the middle and upper income markets. These market segments consume the majority of coffee and espresso products.

Local Residents

HiCB wants to establish a large regular customer base. This will establish a healthy, consistent revenue base to ensure stability of the business.

Tourists

Tourist traffic comprises approximately 35% of the revenues. High visibility and competitive products and service are critical to capture this segment of the market.

 

HI COFFEE

MARKETING STRATEGY

Product Strategy

    Food Presentation – Using unique plate and glass.

    Ensure food and drink serve are at the best quality and delicious.

    Create many types of coffee and bakery.

Promotion Strategy

    Promotion using electronic media by creating café website and social media.

    Promotion in food magazine for example Saji.

    Flyers distribution around Kuang, Batu Pahat, Renggam, Ayer Hitam and Johor Bahru.

    Advertise using advertisement board and banner at the road side.

    The other form of advertising will be using "grassroots" methods where customers will be given coupons for their friends to try HiCB for the first time.  The coupon will be an economic incentive for the newcomer to try HiCB. 

Price Strategy

     Offer a membership card to receive discounts.

     Offer a point card. Every 10 times a customer will receive 1 free coffee.

     Offer during selective celebrations. For examples, Hari Raya or Chinese New Year.

     Discount for student.