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CUSTOMER’S PREFERENCE BETWEEN FIGARO AND STARBUCKS

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Elize Aquino

on 19 November 2013

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Transcript of CUSTOMER’S PREFERENCE BETWEEN FIGARO AND STARBUCKS

On its debut in November 1993, with a managing partner and two (2) employees, the first Outlet (rather, "kiosk") was born in the Makati Mall of the Ayala Center. This kiosk was mysteriously called the "F" store. It was the first of its kind. The Outlet had all the coffee and tea paraphernalia, it retailed coffees, freshly ground coffee beans and the first to introduce flavored coffee beans in the Philippines.

Introduction:
Coffee has been part of ever Filipino meals specially every morning we also have in our country one of the expensive coffee’s that is called Kopi luwak or popularly known as civet coffee

Initially, the authorities in Yemen actively encouraged coffee drinking. The first coffeehouses or kaveh kanes opened in Mecca and quickly spread throughout the Arab world, thriving as places where chess was played, gossip was exchanged and singing, dancing and music were enjoyed.

Figaro Coffee Company

In 1993, a group of coffee lovers and enthusiasts got together and dreamt of a cafe where they could lounge and entertain friends and business associates - an Outlet that can fulfill their demanding taste for great coffee, delicious pastries and excellent service. This dream developed into a concept and soon the concept became a reality.

CUSTOMER’S PREFERENCE BETWEEN FIGARO AND STARBUCKS
The global spread of coffee growing and drinking began in the Horn of Africa, where, according to legend, coffee trees originated in the Ethiopian province of Kaffa. It is recorded that the fruit of the plant, known as coffee cherries, was eaten by slaves taken from present day Sudan into Yemen and Arabia through the great port of its day, Mocha

Coffee was certainly being cultivated in Yemen by the 15th century and probably much earlier. In an attempt to prevent its cultivation elsewhere, the Arabs imposed a ban on the export of fertile coffee beans, a restriction that was eventually circumvented in 1616 by the Dutch, who brought live coffee plants back to the Netherlands to be grown in greenhouses.

The concept grew into a complete coffee Outlet where Filipinos could get whatever they needed for coffee making; from the bean, to the equipment and paraphernalia, to the drinks --- THE PERFECT COFFEE
Thus, the concept was born. The foundation and principles were set (Vision and Mission), and the support systems were established. Research and Development, taste tests and sourcing began. With the machinery in place, the concept was launched.

Coffee as we know it kicked off in Arabia, where roasted beans were first brewed around A.D. 1000. By the 13th century Muslims were drinking coffee religiously. The “bean broth” drove dervishes into orbit, kept worshippers awake, and splashed over into secular life. And wherever Islam went, coffee went too: North Africa the eastern Mediterranean, and India

It was a very brave concept to introduce to Manila and the first few months were "testing" times for the concept. Filipinos were skeptical and suspicious about the product. But with determination, patience and perseverance, the company moved forward to its new location.
 
The Coffee Company's name was not used until April of 1994, when the Company was finally awarded its first mall space in Manila. Then FIGARO COFFEE COMPANY was born.
 
The name FIGARO was thought of by the directors as an idea to complete the Italian/European concept. They wanted to come up with a name that is widely recognized but not commercially and commonly used. The "Opera: Barber of Seville" has the song "Figaro" which popularized the name, thus Figaro was born.


Figaro is different from other cafes since it is not just a coffee Outlet but a coffee Company. This means that each Outlet serves a world of excellently brewed specialty coffee and everything that goes perfectly well with it.
 
The design of the Outlet, the craftsmanship, and the product line both for retail and service were the talk of the town. It was a concept almost everybody thought and to this day still thinks as foreign. The charm of the Outlet was that one could always talk to an owner or to somebody knowledgeable about coffee. People call it the "Personal Touch." And so, it became a decree that all Outlet crew must undergo an intensive two-week training period on product knowledge and the art of coffee-making, service and selling.

It took the Company two years to establish its credibility and to re-educate the taste buds of the Filipinos to specialty coffee and from there the journey to expansion began. And as they say, the rest is history. Figaro now has over 55 outlets in the Philippines. Several more outlets are in the works to date
 
The success of a dream was not overnight. It took a lot of courage and determination to move forward during the growing years. But the asset of the Company is the partnership-the individual strengths of each partner. Each partner being successful entrepreneurs in their own fields-retail, import, export, manufacturing, design and management-thus making the company dynamic, exciting, solid and truly dedicated to excellence and satisfaction. It is this kind of partnership with individuals that Figaro is looking for in Business Partners
Starbucks Corporation

Is an American global coffee company and coffeehouse chain based in Seattle, Washington. Starbucks is the largest coffeehouse company in the world, with 20,366 stores in 61 countries, including 13,123 in the United States, 1,299 in Canada, 977 in Japan, 793 in the United Kingdom, 732 in China, 473 in South Korea, 363 in Mexico, 282 in Taiwan, 204 in the Philippines, and 164 in Thailand.

Starbucks sells hot and cold drinks, coffee beans, salads, hot and cold sandwiches, sweet pastries, snacks, and items such as mugs and tumblers. Through the Starbucks Entertainment division and Hear Music brand, the company also markets books, music, and film. Many of the company's products are seasonal or specific to the locality of the store. Starbucks-brand ice cream and coffee are also offered at grocery stores.

TOP 10 THINGS A GREAT COFFEE SHOP MUST HAVE

Great Coffee Shops Have Great Coffee

But the number one thing any coffee shop should have is great coffee everything else should follow. You shouldn’t open a coffee shop and tout having an awesome smoothie selection. Producing great coffee means fresh roasting and grinding as well as proper brewing and knowledge of what to look for taste-wise.

The Right Equipment

If you have the best coffee beans roasted and ground to perfection (like we do at The Roasterie), brewing in an old fashioned Mr. Coffee percolator will do just fine. But it won’t be efficient; you need equipment that can allow for volume. When it comes to espresso machines, it’s best not to skimp. A world class chef needs a range that can keep up with them, right?  A great barista needs the same.

Your Coffee Shop Environment

What do you envision when you think of your coffee shop? Do you want a modern, young feel? Or do you want something more warm and inviting? These are questions must be answered before you open your coffee shop’s doors. Figure out what ambiance you want to set.  The ambiance will set the tone and can attract certain cliental


Comfy, Cozy Furniture

Stay and work or grab and go—whatever vibe you feel your coffee shop needs, your furniture will dictate that to your customers. Standard tables and chairs say “order your coffee to go!”  Comfortable couches say “stay for a while, relax enjoy another cup”.
, consider accessibility to electrical outlets to be a necessity.

Wi-Fi

What’s the perfect complement to coffee?  It’s actually not a donut—it’s WiFi  Wireless Internet has quickly risen to the top on the list of things Americans can’t live without. We’re more or less addicted to it. So it is paramount to have a good steady connection for your patrons to connect to.  In fact, providing fast WiFi will have them staying a little longer

 Connectivity

We need coffee to charge and reenergize us…but we also need electricity to charge and re energize our devices in the coffee shop!  There’s nothing worse than going into your favorite coffee shop with no electrical outlets available.  When designing your dream coffee shop

Outstanding Menu Options

Surprisingly, not everyone that walks through your door is going to be a coffee drinker!  So consider other ways to meet their needs—provide a wide variety of breakfast options like smoothies, pastries, or tea varieties. But don’t forget rule number one—have the best coffee

Signature Coffee Drinks

Whether it’s creating your own blend or concocting a creation of your very own, you need something that customers can only get from you.   Make your signature coffee drinks unique to you and your coffee shop—people love the personalized touch.

  Lots (and lots and lots) of Options

There are millions of combinations for coffee drinks…and it seems everyone has their own specific way they like their coffee. So to meet the needs of your customers, it is important to have a variety of different types of milk, beans, toppings and flavored syrups

Business
First and foremost, it’s important to remember that your coffee shop is a business.   this is a business.  Although it may start as a passion project, no “hobby” should drive you into debt. The best way to avoid debt is by running in the most cost-efficient way possible, without sacrificing quality. Finding this happy medium can take some time, so do as much research as possible
Caffeine in Coffee

Whether or not someone shows signs or symptoms of caffeine dependency or addiction depends upon the amount of coffee she drinks over a specific time period. The International Coffee Organization, ICO, states that amounts of caffeine vary. Instant coffee contains less caffeine, while "robusta" contains twice as much as the "arabicas" coffees. For one 5-oz. cup of coffee, the caffeine content is for espresso about 150 mg, for roast or ground about 115 mg, for percolated about 80 mg, and for instant about 65 mg, on average. Decaffeinated coffee may contain about 3 mg of caffeine. The ICO considers someone a "high" caffeine user if he drinks more than 400 mg per day.

Caffeine Intoxication and Addiction

Disagreement remains about whether caffeine problems are an addiction or not. The "Diagnostic and Statistical Manual of Mental Disorders," DSM, includes caffeine intoxication but does not include caffeine dependency, the word it uses for addiction. Other medical professionals both recognize caffeine intoxication and regard caffeine overuse as an addiction
According to the DSM, caffeine intoxication occurs when a substance is ingested with effects that are reversible when the substance leaves the body. The substance must impair behavior and mood, and more than 250 mg of coffee must be ingested. During or shortly after caffeine ingestion, five of the following must be present: restlessness, nervousness, excitement, insomnia, flushed face, frequent urination, digestive tract problems, twitching muscles, rambling thoughts or speaking, heart rhythm irregularity, not becoming fatigued, and agitated movement. These symptoms must cause distress. Symptoms that may also occur are nausea, headache, electrolyte problems, tremors and seizures. In extreme cases, caffeine intoxication may be life-threatening.

Signs and Symptoms of Caffeine Addiction and Withdrawal

The argument that caffeine is addictive is based upon evidence that a person may become dependent upon caffeine, may reach tolerance, and may experience withdrawal symptoms when it is stopped.
Tolerance means that the person needs more and more caffeine to induce the desired effect. Withdrawal symptoms may begin within 12 to 24 hours after stopping caffeine, often beginning with a headache. Other symptoms include irritability, fatigue, difficulty concentrating, depression, muscle aches or stiffness, and decreased ability to perform thinking tasks. Withdrawal tends to peak at about 20 to 48 hours and may last from two days to a week. Caffeine should be reduced gradually in order to reduce withdrawal symptoms.

Statement of the Problem:

Generally the cause of this study is to determine why some people prefer Figaro while others prefer Starbucks Coffee.

Significance of the Study

This study also inputs other coffee shops both local and foreign in order compare the factor that affects the preference of the customers to determine the wants and needs in order for them to be patronize

To the Management
The study is beneficial to the management of Figaro and Starbucks for this will provide them feedback from their customers which can basis on their service and performance to let them know the strengths and weaknesses as a food establishment. This would also give them additional information to improve mo to attract customers

To the Customers

This study will contribute to the customers to give standards and awareness that their needs are important factor in order for the establishment to serve better and to improve more in order to give quality service.

To the Researcher

This will give additional knowledge on what are the factors in putting up a business and things to be considered in conceptualizing good business in order to meet the demands of the consumers

Research Design

The researcher chose the most appropriate research designs that are applicable to the study. The descriptive survey method and the observation method was used because the researchers believed that through this design more accurate and less bias of information would be collected. These methods are used to study a representative characteristic of population.

Instruments

In this study, the researcher will use survey questionnaire and interview to gather the needed data. The survey is based on how the customers will critic the difference of the two coffee shops that is being studied in this thesis.

s.

Procedures

The researcher will use various ways to gather the needed information for the research namely the following
Survey

This method will be used to ask questions to determined why they prefer or give critic to the different coffee shops that is indicated in the this thesis

Documentary

This systematic examination of documents will also be used to the preference of the correspondents in determining the differences between the two coffee shops that is being analyzed and studied in this thesis
 
(the researcher will do a documentary by narrating the result of this thesis)

Signs and Symptoms of Caffeine Intoxication

In this study, the researcher will use survey questionnaire and interview to gather the needed data. The survey is based on how the customers will critic the difference of the two coffee shops that is being studied in this thesis
Data Analysis

The non random sampling method used by the researcher in the study wherein not all elements in the population are given an equal chance of being included in the sample

Scope of Limitation

This Study tackles about which customers prefers in buying their coffee and what are their standards in choosing and what pleases in terms of Ambiance, Presentation of the product and Services that pleases them and satisfy their wants and needs in able to come back and patronize the specific coffee shop. Survey method is use and survey form will be given to random customers by means of questionnaires. And an observation method will be also conducted by the researcher for possible additional information.

Conclusion
Based on the study in this thesis study in some aspects the two coffee shops is different from one another there are some points that they prefer Figaro over Star Bucks but there are some still points that they prefer Starbucks over Figaro

Result
In some ways Figaro has strengths that became Star Bucks weakness in order to attract Customers and Star Bucks has strengths that Figaro didn’t have and this gave them the advantage

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