Cost of the Project
Budget
Category
Notes
Estimated
Cost
Create Cafe’s
Website
Purpose: To provide information to the
consumer and make it easier to order
How: Appoint a website building agency to
create and maintain our website
$3500 startup
$200
maintenance
fee/ month
Social Media
Marketing
Purpose: To reach out to more customers
How: Hire a social media marketing agency
$1500/month
Electronic
Equipment
Purpose: To support the e-marketing and
technological advancements
How: Purchase three laptops and a router
$1500 for three
laptops
$150 for router
Internet
Installation
(AT&T)
Purpose: To connect devices to the internet
and provide customers free Wi-Fi
How: Purchase internet monthly subscription
from AT&T
$60/ month for
300 Mbps
QuickBooks
Purpose: Assist Accounting, Finance and HR
department
How: Buy monthly subscription of QuickBooks
Online
POS System
Purpose: To manage sales, invoices and
inventory
How: Purchase the equipment (including
Display terminal, receipt printer, barcode
scanner, and cash drawer). For software, we
will link with Epos Now
$26/month
$700 upfront for
hardware
$35 software
fee/month
For the implementation time, our cafe’s operating method will shift from traditional to
modern in approximately 90 days period. During this time, we will make adjustments
to our working hours in a way which will minimize the loss from unavailability.
SWOT Analysis of Fullerton Café.
A SWOT analysis helps an organization establish its strengths, weaknesses,
opportunities, and threats. By understanding the company’s SWOT, the business
stands a great chance to succeed. Fullerton Café needs to be competitive to revive
its declining fortunes. As a coffee shop, where the product is easily imitated, it
requires to improve its weaknesses and exploit opportunities to be well positioned to
overcome threats especially coming from the competitors. The SWOT analysis of
Fullerton Café goes as follows:
Strengths:
Fullerton Café has a diversified product portfolio. It offers various varieties of coffee
and tea. In addition, the café offers full-service bakery, salads, soups, and
sandwiches. An organization offering a wide variety of products enjoys defensive
positioning. When a customer walks into the café and possibly fails to get tea, they
are likely to consider taking coffee. Also, being a hotspot for many years is strength.
Since Fullerton Café has been able to stay in the coffee market for many years, it
gives it a good corporate image. There is a positive relationship between customer
satisfaction, service quality, and corporate image. Based on this relationship, it is
likely that Fullerton Cafés corporate image has been able to sustain it for the many
years it has been operating.
Fullerton Café must have been able to achieve customer satisfaction. Since the café
has been in business for many years, its customers must have had their needs met.
Companies that stay in the competitive market for many years, in all probability
satisfy for their customers. Service quality and customer satisfaction have a great
impact on the customer perceived value. Plausibly, the customers must have built a
perception that Fullerton Café was committed to meeting their needs, hence
satisfying their needs.
Weaknesses:
Weak marketing strategy- Fullerton Café declining fortunes confirms that its
marketing strategy was poor. Having stayed in the competitive market for many
years, this coffee shop had all the opportunities to sustain competition and stay
afloat. However, the fact that it started decelerating in the coffee market justifies its
inability to develop and implement a marketing strategy that would have given it’s a
competitive advantage.
Lack of innovation- Apparently, Fullerton Café had not adopted e-commerce, and
that is why it is seeking a new business strategy that is technology-focused. In the
current new media era, e-commerce or digital marketing is essential. Businesses that
market their products digitally or promote their services are likely to attract
customers. However, Fullerton Café failing performance infers its lack of innovation.
Also, the coffee shop has slow and poor operations. This is why; new business
strategy and IT are required to enhance its operations.
Opportunities:
E-business and creation of website offer Fullerton Café a chance to grow and
expand its customer base. Businesses that engage e-commerce are likely to be
competitive. Hence, this coffee shop has opportunities to revive its performance
through e-commerce or e-business. Use of IT to introduce exclusive services like
free Wi-Fi, and some offers are opportunities that the company can exploit to be
more competitive and save it from decline.
Threats:
In conclusion, one major threat that Fullerton Café faces is stiff competition from
large coffee shops like Starbucks. Also, the business is easily imitated, and this
implies that other new coffee chains or new entrants into the market can threaten the
company’s efforts to enhance its operations due to a narrow customer base. Lack of
adequate capital to expand to domestic and foreign markets threatens the company’s
commitment to grow and expand.
SWOT Analysis of Fullerton Café.
A SWOT analysis helps an organization establish its strengths, weaknesses,
opportunities, and threats. By understanding the company’s SWOT, the business
stands a great chance to succeed. Fullerton Café needs to be competitive to revive
its declining fortunes. As a coffee shop, where the product is easily imitated, it
requires to improve its weaknesses and exploit opportunities to be well positioned to
overcome threats especially coming from the competitors. The SWOT analysis of
Fullerton Café goes as follows:
Strengths:
Fullerton Café has a diversified product portfolio. It offers various varieties of coffee
and tea. In addition, the café offers full-service bakery, salads, soups, and
sandwiches. An organization offering a wide variety of products enjoys defensive
positioning. When a customer walks into the café and possibly fails to get tea, they
are likely to consider taking coffee. Also, being a hotspot for many years is strength.
Since Fullerton Café has been able to stay in the coffee market for many years, it
gives it a good corporate image. There is a positive relationship between customer
satisfaction, service quality, and corporate image. Based on this relationship, it is
likely that Fullerton Cafés corporate image has been able to sustain it for the many
years it has been operating.
Fullerton Café must have been able to achieve customer satisfaction. Since the café
has been in business for many years, its customers must have had their needs met.
Companies that stay in the competitive market for many years, in all probability
satisfy for their customers. Service quality and customer satisfaction have a great
impact on the customer perceived value. Plausibly, the customers must have built a
perception that Fullerton Café was committed to meeting their needs, hence
satisfying their needs.
Weaknesses:
Weak marketing strategy- Fullerton Café declining fortunes confirms that its
marketing strategy was poor. Having stayed in the competitive market for many
years, this coffee shop had all the opportunities to sustain competition and stay
afloat. However, the fact that it started decelerating in the coffee market justifies its
inability to develop and implement a marketing strategy that would have given it’s a
competitive advantage.
Lack of innovation- Apparently, Fullerton Café had not adopted e-commerce, and
that is why it is seeking a new business strategy that is technology-focused. In the
current new media era, e-commerce or digital marketing is essential. Businesses that
market their products digitally or promote their services are likely to attract
customers. However, Fullerton Café failing performance infers its lack of innovation.
Also, the coffee shop has slow and poor operations. This is why; new business
strategy and IT are required to enhance its operations.
Opportunities:
E-business and creation of website offer Fullerton Café a chance to grow and
expand its customer base. Businesses that engage e-commerce are likely to be
competitive. Hence, this coffee shop has opportunities to revive its performance
through e-commerce or e-business. Use of IT to introduce exclusive services like
free Wi-Fi, and some offers are opportunities that the company can exploit to be
more competitive and save it from decline.
Threats:
In conclusion, one major threat that Fullerton Café faces is stiff competition from
large coffee shops like Starbucks. Also, the business is easily imitated, and this
implies that other new coffee chains or new entrants into the market can threaten the
company’s efforts to enhance its operations due to a narrow customer base. Lack of
adequate capital to expand to domestic and foreign markets threatens the company’s
commitment to grow and expand.
Purchase answer to see full
attachment