Broadway Cafe: Business Analysis

Coffee consumption in China is highly concentrated in large cities such as Beijing, Shanghai and Guangzhou. Also other cities like Wuhan coffee culture seems to expand. Recently coffee appeals to adventurous young, rich, and urban consumers. This is just because originally coffee is considered as a Western concept to most Chinese consumers. According to Subhuti (2003), the Chinese do not consume coffee because of its potential health value either in terms of modern medical data or traditional Chinese medical concepts. Rather, it has been consumed until now as part of the fascination with western culture that has grown during the past few decades. However the coffee culture is getting well known in China nowadays. Chinese

22). The café have first mover advantage to be first in business but Starbucks is technologically advanced and have wholesale coffee business in the market. For example on Starbucks’s website (2009) it states, “in addition to sales through our company-operated retail stores, Starbucks sells whole bean coffees through a specialty sales group and supermarkets”.

Therefore, by launching an e-business, Broadway Café will have an opportunity to leverage it current assets, its customers. To follow in this opportunity will be the employees, technology infrastructure, and information to gain and maintain market share.

It will attract many customers after The Broadway Café starts the use E-Business effectively. The Broadway Café can increase sales by giving online discounts and special offers for regular customers to get repeat client age.

There are within the city ten principal squares or market places, besides innumerable shops along the streets. .... On the nearer bank ... stand large stone warehouses provided for merchants who arrive from India and other parts with their goods and effects. They are thus situated conveniently close to the market squares. In each of these, three days in every week, from forty to fifty thousand persons come to these markets and supply them with every article that could be desired.

Starbucks Corporation, generally known, as Starbucks Coffee is the leading retailer and a brand of world’s forte coffee in the world, with more than 15,000 retail locations in North America, Latin America, Europe, the Middle East and the Pacific Rim, wherever in this world where premium quality coffee is in demand. Starbucks is the largest coffeehouse company in the world ahead of UK rival Costa Coffee, with 20737 stores in 63 countries and territories, including 11910 in the United States, 1496 in China, 1442 in Canada, 1052 in Japan and 772 in the United Kingdom. The first Starbucks was open in 1970. The name was inspired from Herman Melville’s Moby Dick, a definitive American novel regarding the 19th century whaling industry. The nautical name matches seamlessly for a store that imports the world’s finest coffees to the cold thirsty people of Seattle. In May 1998, Starbucks have finally successfully entered the European market through its acquirement of 65 Coffee Company stores initially originated from Seattle in the UK. Both companies shared a common culture, focusing on a great commitment to customized coffee, similar company values and a mutual respect.

Patrons like myself stood in line scanning the café for empty tables and available seats. The arrangement of the tables in this area allowed for more seating flexibility and appeared to lower social boundaries between customers while encouraging interaction between members of cliques and individual patrons. Armed with my laptop and cappuccino, my observations occurred from an empty table in the center of the café.

Positioning strategy helps a company in creating its identity and its products/service it provides (Anderson, 2011). Café Bijoux offers a relatively low price for a cup of soup and a sandwich, while offering healthy and tasty meals to their targeted market (primarily workers at the City Hall). To keep the cost low, the management did not printed a menu instead it was written on a chalkboard and was updated daily. In addition, the condiments were handed out to the customers as they picked up their orders. Business operations were from 10 am till 3 pm, mainly attracting customers from local surrounding business for lunch,

In addition, she extends the idea of eyes upon the street showing that using and watching the street not only guarantees the safety, but it makes the street more attractive. She argues: “the sight of people attracts still other people” (37). Here, she points out the fact that people like watching other people and activities around them. Nobody likes places where there is nothing to see or to do. Interesting streets are attractive because we see different people, and different activities or businesses. In short, the more a street is frequented, the more it is secure and interesting and vice-versa. Safe streets and sidewalks contribute to the economic expansion of the city and the social fulfillment of people. Then we can conclude that safety is a one of primordial factor to the social and economic development of the city.

Without a proper advertising, the percentage of our business to be known by the market is lesser and it will be harder to penetrate into the current market without introducing our products as new comers as there would be much competition from the well established markets. One of the approach used to introduce our services to the public is by providing leaflets and brochures about the current promotion which Top Take Away restaurant is having and as well as our menus. There will be also some food coupons attached together with the brochures for the individuals of the public to use in our restaurant during their visit to our restaurant. Advertising is an important marketing technique to the demand of our brand and to let the people around us to be aware of our brand which is “Top Take Away

Music Café, unlike a typical record store and café, will provide the consumers an atmosphere they have never experienced before. Through its aggressive marketing tactics the company will attract high traffic of consumers in the community, mainly college students, to create an outstanding place to socialize, drink coffee, listen to and buy music. Music Café consist of two venues, one is a record store and the other is a café. The venues provide music CD's, accessories, drinks and pastries to the customers at a reasonable price. Students, office workers, residents of the community, and tourists can spend their breaks eating, listening to music and socializing at our store. On their way out they

Accounting helps to measure an organizations activities, process data into reports, and translate the results to decision makers. Financial statements and reports help to present the company to the public in financial terms. The information on these data statements can used to evaluate the company through vertical and horizontal analysis. Vertical analysis is the proportional analysis of a financial statement. Normally, vertical analysis is done with a financial statement over a period of time. When using vertical analysis, a line item on a financial statement is listed as a percentage of another item (Harrison, 2015). A horizontal analysis is the comparison of information or ratios over a series of reporting periods. Horizontal analysis helps investors and analysts to control how a company has grown over time. Analysts and investors could use horizontal analysis to compare a company's growth rates in relation to its competitors and industry.

1. Statement of Problem: What are the problems being faced and the most important 3-4 decisions the company needs to make regarding the situation of the company in China.

In conclusion, the Broadway Café faces a strong buying power and rivalry among competitors due to the large volume of shops offering the same products and services. The threat of new substitute products and alternatives is also high for the same reasons for buyer power. The Café also faces the threat of new entrants due to the lack of insignificant entry barriers. One upside is the relatively weak supplier power. The coffee industry is huge as stated above and vendors are more than ample. With this information we can conceive our business focus. The Broadway Café is best suit for a focused differentiation strategy. We plan to achieve

This paper will explore the science of Managerial Economics, the cost effective management of scarce resources, through an exploration of the Starbucks Company. This will include an assessment of relevant market forces, market structure and the economic theories that guide business decisions for this company.