World’s Best Coffee And Espresso Coffee Machines

Describe existing mission and vision statements

Discuss about the Worlds Best Coffee And Espresso Coffee Machines.

Mission Statement-We provide the world’s best coffee and espresso coffee machines in major parts of the world and we ensuring sustainability in the business by staying focussed on our delivery commitment and creating wealth for our stakeholders and spreading smiles on the face of our customers.

Vision Statement-At Brighton Coffee we forever look to bring the people close to provide the best coffee in different parts of the world. Our vision is to improve the lives of our customers, support and build the communities we serve and promote the feeling of common humanity. We take our business very seriously and leave no stone unturned to delight our esteemed customers.

Mission Statement-We believe in providing the World’s best Coffee in a stipulated time by bringing innovation and creativity in our business practices. We aim to move forward on the path of Business momentum and ensure that we are able to achieve business sustainability. We ensure that we follow the best practices of growing and processing coffee to ensure the sustainability in the environment while ensuring the safety of our staff. Our espresso machines are technologically advanced and use innovative ways to reduce the time in making coffee while keeping the aroma intact.

Vision Statement-Our vision is to ensure sustainability in our business and environment by following the most creative and innovative practices in the world. We always aim at pushing the envelope of our product offering high by focussing on our internal departments to provide value to our customers. We strongly believe in the concept that if we keep our customers happy they will take care of our shareholders.

• Established as the trusted hospitality business partner
• Be a global leader in Business innovation, idea creation and product quality.
• Be one of the most respected and admired company in the world.
• We aim to be a law abiding corporate citizen in all our business transaction ensuring we comply with all the legal and statutory requirements.

Commitment towards environmental sustainability- This is one of the strong value in which the company personally believes in, it is the duty of the corporation to ensure the sustainability of the environment. By infusing creativity and innovation in our business practices we take care of our environment.

Being Exceptional- We at Brighton Coffee constantly put efforts to be exceptional in all our business transaction, policies and practices. We ensure that we keep a high level of differentiation in our coffee and espresso machines. By being exceptional we aim to please the audience beyond their imagination.

Innovation and Creation-Innovation and creativity are the essence at the organization of Brighton Coffee. We breed a culture of innovation in our business process and practices and aim to infuse creativity in building better products for our customers and a reasonable price.

Revised Mission and Existing vision Statements

Commitment to Safety-We believe that employees are our biggest asset and we are responsible for their well-being and safety. At Brighton coffee we ensure that employee safety is our biggest responsibility and we are leaving no stone unturned to ensure the same.

Customer-centricity- We strongly believe in the concept that customer is king, therefore we create our products, business process and practices in closed tandem with customer-centricity. We strong believe in the saying that, if you take care of your customer, they will take care of the stakeholders.

The stakeholders of Brighton Coffee are:

• Management
• Share holders
• Employees
• Suppliers
• Customers

These are the major stakeholders at Brighton Coffee, in order to seek their support the organization is planning to roll out a formal circulation of the revised mission and vision statement along with their feedback on the same. Apart from this, the organization will deal with any objection whatsoever in the implementation of the mission and vision statement by having face to face interaction with the opposing stakeholders.

The strategic planning process here encompasses the following steps:

• Review of the mission and vision statement by the management and the Board
• Circulating the statement to the customers and asking for their feedback.
• Share the statement with the employees and take their feedback,
• Review the feedback.
• Discuss and objection handling
• Public release of the revised mission and vision statements.

Political Environment-Political environment of Australia is fairly stable with the government aiming to increase the investment in all government sectors. The coffee industry is highly deregulated which makes the company highly susceptible to make its move in Australia. The government has strong influence on the tax policies and reformation along with the trade restriction. However, as far as the political environment of Australia is concerned, Brighton has nothing to worry about.

Economic Environment- The country is still in a recovering phase from the global recession of 2008, however the economy is recovering at a faster pace. The disposable income of the people is on the rise which makes it an opportunity for Brighton coffee to expand its base in the Australian market. One problem here is the rise in the unemployment which might affect the sales of the coffee machines significantly. However, if the predictions are to be believed, there are signs of strong growth in the Australian economy which will increase the employment opportunities and make the economy highly liquid. Further there are talks on free trade policy in Australia which will remove the entire tariff in the import and export policies.

Social Environment- It is expected that the Australia population will grow from 26 million in the year 2016 to 36 million by the year 2050. This implies that Brighton coffee will have more people to cater to, thus increasing the sales of its bean and espresso machines. Also, Australians have included Coffee as a part of their every meal such as Breakfast, lunch, evening coffee and dinner, thus the growing interest of coffee in the young and the older generation is a great window of opportunity for Brighton Coffee.

Technological Environment-Australia is a technologically advanced country which is a fast adapter to the growing tech across the entire world. There are espresso machines which consume up to 35% less energy and provide better efficiency at a much higher cost. Thus it can be said expansion and penetration in the technology will benefit the efforts of Brighton Coffee in driving creativity and innovation in its business process and policies to provide better machines for its customers.

SWOT analysis is a micro-environmental analysis which helps the company to identify the strength and weakness which are internal to the organization and leverage on the opportunities presented by the external environment and stay away from the future threats.

Strength · A very strong Management Information System. · Good strategic planning over Finance and Accounting. · Strong marketing and communication department to increase the brand awareness. · Strong post sales service · Excellent customer support · Setting up of high industry standards for Customer satisfaction and ensuring the delivery as per the SLA.

Weakness · Inbound logistics is weak · Improper HR planning lead to delays in delivery of the machines. · Weak outbound logistics · Lack of experienced personal in the delivery. · One courier firm to cater all the order delays the delivery of the machines

Opportunity · Government’s free trade policy will bolster the import and export of Brighton Coffee. · Market for consumer espresso machines is seeing a double digit growth. · Increasing trend of Coffee in the country. · Expected increase in population means more machines to be produced. · Expected economic boom in the country. · Espresso machines were mostly sold in Sydney, the company has chance to cater to the Sydney audience. · Withdrawal of major competitor from the Sydney market. ·

Threats · Higher unemployment rates · Unstable economy · Global giant Coffee making a move into the Coffee machines business can increase the trouble for Brighten coffee. · Increasing threat from the Bean suppliers Metropol Coffee who is looking to venture into selling coffee machines.

Particular	Espresso Time	CBD Café	Café Oz
Financial Leverage	824287	625104	1442258
Retained Earnings	(96679)	(202642)	973812
Net Worth	173704	239651	1213463

*Figure in Brackets Indicate amount in Negative

All figures are in Dollar

Interpretation

• Cafe Oz has the maximum liability which implies that the company has high solvency. In case the company is unable to meet the profitability the company can be dissolved by the shareholders due to inability to meet the creditors due. This in turn would impact the sustainability of the company in the longer run.
• The retained earnings of Espresso time and CBD café are in negative; Café Oz is the only company which has positive retained earnings which implies chances for higher growth. Due to the high retained earnings the company is focusing on getting into the business of manufacturing espresso machines.
• Cafe Oz has the maximum net worth in comparison to Espresso time and CBD café, which implies that the company can use the funds in other departments to further achieve high growth. Company can invest in the marketing and financing activities to expand its business and also to leverage the business growth due to its high net worth.
• The above analysis shows that Café Oz has a better debt ratio, capacity to pay the creditors and limited risk of insolvency, which shows depth and strength in its financial capacity.

Competitor	Strength	Weakness	Risk Associated
Espresso Time	· Catering to home appliance market and incorporating with other smart home products · Shared space at different places in Sydney. · Full range product offering to the clients.	· Working with a strategic partner which has no experience of the hospitality sector.	· No fulfilment of the commitment by the strategic partner. · Negative impact on the business by association with non-industry trade partner. · Access to Brighton’s trade secrets.
CBD Café	· Selling of all grades of coffee beans to supermarkets and hospitality outlets. · Cost sharing approach. · Commitment of the suppliers. · Positioning of the product is not based on quality but on commodity.	· Positioning of the product is not based on quality but on commodity.	· Risk of poor brand association. · Risk of Long term commitment in branding and signage’s.
Café Oz	· Selling of quality Arabica roasted coffee in Sydney and Melbourne · Promise of long term commitment to hospitality.	· Strong strategic alliance might stop pushing the espresso machines of Brighton coffee	· Biggest concern is over the outstanding amount of the company in the market.

Cost Benefit analysis of Espresso
Total sales of four shops	20000
Total costing	10000
Contribution	10000
Fixed Cost	0
profit	10000

Espresso time has a limited profitability of $ 10,000 with the sale form 4 shops computing the total to $ 20,000. The fixed cost has been taken zero here as assumption to ensure the profitability of $ 10000 for Espresso time. The total cost in terms of profit is 50% in this case.

Cost Benefit analysis of CBD Café
Total sales of four shops	20000
Total costing	7500
Contribution	12500
Fixed cost	5000
profit	7500

CBD Café has total sales of $ 20,000 and the costing is $ 7500 which is 37.5% of the sales, hence a good business proposition. However the profitability of the company is the lowest, thus not a profitable business ventures for merger.

Cost Benefit analysis of Café OZ
Total sales of shops	90000
Total costing	40000
Contribution	50000
Fixed cost	40000
profit	10000

Café Oz generates the maximum revenue out of the all three companies, moreover the company even after generating $90000 has total costing of 44% of the entire sales which is better than espresso time, although it is lower than that of CBD café, and however increase profitability makes it the best option for the investors to invest in Café Oz.

• Rapid penetration of Brighton Espresso coffee machine in all the cities of Australia with a population over and above 250000.
• Start the working towards a forming a strategic alliance with Café Oz for fast, rapid growth and increased penetration in high performing markets.
• Opening up of New Warehouses in high demand states to locally fulfil the increasing demand in those states.
• Increase in Profits by a margin of 10-15% CAGR.
• Optimum utilization of the new formed department and ensure a practice of sustained creativity and innovation in the organization culture.
• Increase the brand awareness of Brighton coffee in the key markets with the joint exercise of co-branding and adoption of new technology.
• Increased efforts in reduction of waste and energy by a margin of 10% every year starting from the year 2016.

Department	Objectives	Strategies
Marketing	· Increase the brand awareness in and around the cities of Australia. · Position Brighton coffee as the reliable provider of espresso coffee machines.	· Optimum utilization of traditional and contemporary tools of marketing (TV, Print, Social Media). · Usage of Billboard, radio promotions, Blogs for targeted promotions.
Production	· Increase the production of espresso machine to meet the growing requirements	· Use maximum efficiency to deliver maximum production. · Usage of advanced technology to better design the products with higher energy efficiency.
Finance	· Reduction in the costs	· Careful planning and due diligence in accounting and finance  to work on reducing the costs in production by better utilization of the available resources and moving towards economies of scale.
M&A	· Strategic alliance with Café Oz	· Careful evaluation of the financial documentation of Café Oz and complete the paperwork for the merger. Define the terms and condition of the contract
Operations	· Reduction in energy wastage. · Creation of New warehouse	· Using advanced technology work on reducing the wastage of energy by at least 10% starting from 2016. · Ensure 6 sigma in operational process. · Finding warehouses near the high population density city and work on fulfilling the requirement locally.
Sales	· Increase the profit margin by 10-15% CAGR	· Find new potential for revenues. · Upsell to the acquired customers. · Retain the existing customers · Acquire new customers · Sell at higher margins due to enhanced product quality.

In order to communicate the strategic plan the following points will be taken to ensure a smooth flow of communication top to bottom and the feedback on the plan from bottom to up.

• Gather the heads of all the department; Finance, Sales, Operations, Marketing, Production, Merger & Alliance team
• Share the document brief of the strategic plan with the relevant stakeholders.
• Communicate the same things via mail marked to all the heads of the department.
• Communicating the objectives and strategic plan to the entire organization.
• Usage of Social media and other communication method to review and assess the feedback of the employees.
• Compilation of the feedback, evaluate the feedback and handle any objection whatsoever.
• Keeping all the stakeholders in loop

Department	KPI
Marketing	· Increase the followers on the social media page by 2X. · Increase the brand awareness by a factor of 2.5X · Increase the social media activity by a factor of 2X. · Increase the traditional advertising by a factor of 1.5X · Usage of Blogs to increase the engagement with the consumers. · Increased social listening on the social media platforms.
Sales	· Segmentation of the customer on the basis of demographics and social affinity. · Retention of 80% of the customers. · Acquiring new customers from high density states. · Increased the CSAT to 90 %. · Creation of pipeline of new customers · Creating a sales projection funnel for a year. · Create a customer data base of top 100 key customers and 500 other customers. · Periodic review of the PAN team on a quarterly basis.
Finance	· Reduction in administrative cost by 10%. · Increase in the marketing and BD cost by 20%. · Create a projected P&L statement and a cash flow statement for 5 years starting from the year 2016
Operations	· Create SLA for 3P; Planting, Picking and Processing of coffee beans. · Innovative practices to reduce the energy and waste reduction by 10%. · Finding venues for the warehouse and create a smooth plan for delivery.
Productions	· Increase the production capacity of the plant by 20%. · Increase the technological advancement and innovation to bring down the coffee making time.
HR	· Hiring of Experienced employees in the operations and production department. · Develop a performance management system for employee productivity and innovation. · Increase the efforts towards employer branding to increase the brand awareness to create a resource pool · Develop a practice of R&R in the form of open house on the 1st of every month, to increase the motivation which will in turn increase the productivity of the employees.

• Added creativity and innovation in business process and practices to increased business sustainability.
• Provision of 15% of the revenue towards CSR activities in the area of environmental sustainability.
• Market segmentation and creation of a strong positioning statement.
• Creating a brand strategy for the coffee company to ensure high brand relevancy and brand identity.
• Exploring emerging markets of Asia to increase the export of the espresso machines.
• Creation of a TV advertising campaign to ensure mass awareness of the growing popularity of the company.

• All the business activities to be evaluated on a quarterly basis.
• Usage of social media and digital media analytics to understand the brand awareness and the sentimental analysis of the proposed marketing plan.
• Reporting of the monthly progress on the KPI by the heads of the department to the management committee.
• Timely and routine inspection of the production plant.
• Revisiting the business strategies and bring any changes as seemed desirable by the independent departments.
• Analysis of the Balance sheet and the cash flow cycle by the finance department and weekly reporting to the management board.