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Rawshans Bakery (RB) Essay

1.Executive Summary

1.1Introduction

Rawshans Bakery(RB) is a start-up coffee and bakery retail establishment located in Azimpur Dhaka. RB 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.

2.Description Of Business

RB is incorporated in the City of Dhaka. It is equally owned and managed by its two partners.

2.1Products and Services

RB offers a broad range of coffee and espresso products, all from high quality Columbian grown imported coffee beans. RB 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.

2.2Mission

RB aims to offer high quality coffee, espresso, and pastry products at a competitive price to meet the demand of the middle- to upper middle-income local market area residents.

2.3Keys to Success

Keys to success for RB will include:
1. Providing the highest quality product with personal customer service.

2. Competitive pricing.

3.Production Plan

RB offers a broad range of coffee and espresso products, all from high quality Columbian grown imported coffee beans. RB 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.

4.Marketing Plan

RB’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.

4.1 Market Segmentation
RB focuses on the middle- and upper middle-income markets. These market segments consume the majority of coffee and espresso products.

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

4.2 Market Analysis
The chart and table below outline the total market potential of the above described customer segments.

4.3 Target Market Segment Strategy
The dominant target market for RB is a regular stream of local residents. Personal and expedient customer service at a competitive price is key to maintaining the local market share of this target market.

4.4 Market Needs

Because Dhaka has a cool climate for 3 months out of the year, hot coffee products are very much in demand. During the remaining warmer 9 months of the year, iced coffee products are in significantly high demand, along with a slower but consistent demand for hot coffee products. Much of the day’s activity occurs in the morning hours before ten a.m., with a relatively steady flow for the remainder of the day.

4.5 Service Business Analysis

The retail coffee industry in the Dhaka has recently experienced some growth. The hot climate in Dhaka stimulates consumption of cold beverages throughout the year. Coffee drinkers in Dhaka are finicky about the quality of beverages offered at the numerous coffee bars across the area. Despite low competition in the immediate area, RB will position itself as a place where customers can enjoy a cup of delicious coffee with a fresh pastry in a relaxing environment.

4.6 Competition and Buying Patterns

Competition in the local area is somewhat sparse and does not provide nearly the level of product quality and customer service as RB. Local customers are looking for a high quality product in a relaxing atmosphere. They desire a unique, classy experience. Leading competitors purchase and roast high quality, whole-bean coffees and, along with Italian-style espresso beverages, cold-blended beverages, a variety of pastries and confections, coffee-related accessories and equipment, and a line of premium teas, sell these items primarily through company-operated retail stores. In addition to sales through company-operated retail stores, leading competitors sell coffee and tea products through other channels of distribution (specialty operations).

Larger chains vary their product mix depending upon the size of each store and its location. Larger stores carry a broad selection of whole bean coffees in various sizes and types of packaging, as well as an assortment of coffee- and espresso-making equipment and accessories such as coffee grinders, coffee makers, espresso machines, coffee filters, storage containers, travel tumblers and mugs. Smaller stores and kiosks typically sell a full line of coffee beverages, a more limited selection of whole-bean coffees, and a few accessories such as travel tumblers and logo mugs.

5.Technology plan

Technologically we will make fresh coffee and coffee-related products conveniently available via mail order and online. Additionally, mail order catalogs offering coffees, certain food items, and select coffee-making equipment and accessories, have been made available by a few larger competitors. We will offer customers Websites offering online store that will allow them to browse for and purchase coffee, gifts, and other items via the Internet have become more commonplace as well.

6.Financial Plan

RB expects to raise 50,000 of its own capital, and to borrow 50,000 guaranteed by the Bank Asia as a ten-year loan. This provides the bulk of the current financing required.

6.1 Break-even Analysis

RB’s Break-even Analysis is based on the average of the first-year figures for total sales by units, and by operating expenses. These are presented as per-unit revenue, per-unit cost, and fixed costs. These conservative assumptions make for a more accurate estimate of real risk. RB should break even by the fourth month of its operation as it steadily increases its sales.

9.Operations Plan

This shop has two owners.they are brothers and sisters.One is Shuddho Fuad Sadi and other one is Afroza Hoque Eite.Shuddho Fuad Sadi has extensive experience in sales, marketing, and management, and was vice president of marketing with both Sajib and Sejan Foods. Afroza Hoque Eite brings experience in the area of finance and administration, including a stint as chief financial officer with both Swiss Bakery and the national coffee store chain, Hotcups. The company intends to hire two full-time pastry bakers and six part-time baristas to handle customer service and day to day operations.

10.Summary

There are no coffe shop in Azimpur.So it will be a great achivement if it is established here.The budget of this shop is only one lakh and it will make a huge profit.This business should establish in Azimpr.


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