Describe about the Business Entrepreneurship for Di Bella Coffee.
The entrepreneur chosen for the essay is Phillip Di Bella, founder and managing director of Di Bella Coffee. In a few short years, Di Bella Coffee has become a very successful business. Many topics are discussed in the essay regarding the growth and development of the firm started by the entrepreneur along with future recommendations. The piece will provide a deeper understanding of the ideas and background of opening the new venture. The company has been witnessed some developments along with recognition with an array of various prestigious awards. However, the success story of Phillip Di Bella is fuelled by innovation, commitment, and passion. In the year of 2006, Di Bella Coffee is recognized for its growth of business. Gradually after 2010, the company had started to expand its business operations outside Australia i.e. in China, India, New Zealand, etc. in 2015.
Di Bella Coffee is known for the leadership and business strategy of Phillips Di Bella. He is a revolutionary icon in the industry of beverage market, especially in the café market. There were many competitors at that time when Phillips started his new small venture with a coffee roasting machine. He is passionate about coffee and is focused on providing an exceptional customer service to the people of Australia. Philips has understood that focusing on customers will help in growing his business at world-class level (Maher 2014). A dynamic business environment with the increase of competition in the market has lead Di Bella to introduce new and unique exceptional services to the customers. Before opening the business, Phillips had done an extensive market research about the experience of the clients with the existing café present in the Australian market. Customers are not satisfied with the taste and flavor of the coffee available in the market. It is the point of opening his new venture in the Australian market (Paterson et al. 2014). On extensive research, Philips had found that most of the Australians drink coffee with milk without proper blend and flavor.
Phillip’s vast knowledge about different types of coffee blends and perfect mixes is the key area of success of his company in the market. He believes that focusing on business needs will not only result in success in business in the long run. However, his business focuses towards the needs of the customers. The core aspect of achieving trust from the customers is by targeting the needs. There is an another perspective that has put Philips in setting apart in the field of opening business the coffee retail chain in Australia (Featherstone et al. 2014). Thinking ability of Phillips in changing the traditional standard product into a new product with new texture and flavor helped in gaining customer preference along with loyalty. It is seen that the clients of Di Bella Coffee are very loyal to the brand. They like the products of the company. He has also started to teach people about the coffee industry and the single cup of coffee from the enterprise. Customers can analyze the perfect cup of coffee provided by the corporation (Glavas 2013). It is a unique approach to increasing the brand awareness among the public.
Phillips Di Bella’s entrepreneurship is celebrated for many years in many parts of the world. The passion for coffee and entrepreneurial spirit had led him to open a small coffee roasting business operations in Brisbane in the year of 2002. Ernst & Young have recognized Di Bella as a finalist in the field of entrepreneur of the year in the year 2005. Finally, he received the award on 2008. Entrepreneurship of Di Bella is popular in Australia. The socio-cultural background of Di Bella is influenced by community involvement (Dibellacoffee.com, 2016). Apart from his business, Phillip has many community building roles. The significant level of participation of Philips in many community developmental programs has helped in earning prestigious awards and recognitions. The awards include Corporate Citizenship Award, the order of the Star of Italian Solidarity, etc. for his great contribution to the Italian community (Fritz et al. 2015).
Apart from focusing on business, Philip is dedicated to encouraging environment and building relationships. Phillip is a very passionate person. However, he is also interested in developing passion among others also. It is the reason of involvement of him in the community engagement programs (DiBella 2013). He inspires passion among others. Phillip involved in various charitable organizations and contributed a lot. The most notable organization he is involved is Pyjama Foundation. He used to organize a recreational camp for careers and children of the disadvantaged and underprivileged children in the local community (Kosalge and Ritz 2015). He is a keen observer of people. With the dissatisfaction in customer service in the industry, he opened his company by convincing clients of providing better service. This had encouraged him to improve his business in the market. The exceptional signature blends of the coffee of Di Bella are now famous for the creation of the global brand. In his initial days, Philips had visited clients to attract customers for his new business venture (Neilson et al. 2013).
The competitive advantage of Philip is there in the Australian market. The main competitor of Di Bella Coffee is Victoria Coffee in Australia. Apart from that, there are other coffee retail chains such as Barista, Starbucks, McDonald’s, etc. These coffee chains are global chains and are present in many countries of the world. Di Bella Coffee not only faces competition in Australia from these retailers but also in its foreign operations. However, Philips has a different point of view (Carter et al. 2015). It is discussed earlier that, Di Bella Coffee is focused on customers more than its products. It is the reason of maintaining a strong brand image in the market. Phillip also admitted the fact that in the modern competitive business world, with the change in a business environment the taste and preference of consumers also changes. New taste has evolved in the market. This has encouraged Phillip to develop the taste of its products in the Australian market. Consumers’ preferences have also changed in other countries such as New Zealand, India, etc. The above competitors are present in these markets also. The innovative mind of Phillips has resulted in many methods of brewing coffee that will provide a good taste but different from the previous ones. The café specializes in bringing coffee from various parts of the world (Perrone et al. 2015). Apart from these, the company for making product differentiation also uses different brewing methods.
Though Di Bella Coffee is progressing its operations towards many countries of the world, there are many restrictions that the company has to face while entering into new countries. Phillips mainly faced cultural issues in different countries of the world. The consumers of target market may not prefer the taste of coffee that is preferable in Australia. Apart from that, Philips has to change the business strategy of its company to capture the trust and preference of the customers in the host country (Glavas 2013). The HRM procedures are to be formulated in a way to gaining an understanding of the nature of the people. The policies that are feasible in Australia may not provide actual result in the foreign countries due to cultural differences. Out of the box, thinking is required both in the field of product variation and recruitment of a right candidate for the maintenance of branch operations. There is a need for product changes that can hit the taste buds of the customers of the target market. Apart from different blends of coffee, Phillips can innovate new ranges of food products with coffee for the customers. The company can expand its business operations in other countries by adopting various entry modes such as mergers, acquisitions, joint ventures, franchise, etc. Among these entry methods, Di Bella can adopt mergers and acquisitions for entering into a foreign market (Neilson and Shonk 2014). Apart from that, Phillips can also expand the stores of the company by increasing the number of products. A different section of the store can sell other complementary fast foods other than coffee. It will also increase the brand image of the company by tapping new customers.
Entrepreneurship is setting a business of own. Philips had started his business initially on a small scale. It is discussed earlier that Di Bella Coffee has gradually shown the progress. Now the company has adopted processes of globalization for expanding business operations in many countries of the world. The essay discusses entrepreneurial skills of an Australian entrepreneur. Phillips Di Bella is recognized as one of the most famous entrepreneurs in Australia. His zeal for development and passion for coffee has influenced him to achieve a great platform within such a short span of life. Apart from Phillips, many other entrepreneurs have flourished their business in Australia. Focus on people is the main area of success of the company in the competitive market. Many technologies are used in roasting and brewing coffee. Phillips had identified the potential demands in the market to grow the business of coffee in Australia.
References
Carter, J.F., Yates, H.S. and Tinggi, U., 2015. Isotopic and Elemental Composition of Roasted Coffee as a Guide to Authenticity and Origin.Journal of agricultural and food chemistry, 63(24), pp.5771-5779.
DiBella, A.J., 2013. Sustainable change (or the end of change) at the US Mint: A case exercise. The International Journal of Management Education,11(2), pp.55-65.
Dibellacoffee.com. (2016). About Phillip Di Bella | Di Bella Coffee. [online] Available at: https://dibellacoffee.com/Our-Story/About-Phillip-Di-Bella [Accessed 9 Sep. 2016].
Featherstone, T., 2014. Q and A with Phillip Di Bella. Company Director,30(9), p.12.
Fritz, S., See, L., McCallum, I., You, L., Bun, A., Moltchanova, E., Duerauer, M., Albrecht, F., Schill, C., Perger, C. and Havlik, P., 2015. Mapping global cropland and field size. Global change biology, 21(5), pp.1980-1992.
Glavas, C., 2013. International marketing implementation:‘The sweet aroma of success. Modification of products for new markets: The case of TORQ by Di Bella Coffee’, case study. International Marketing: An Asia-Pacific perspective (6e), pp.680-680.
Glavas, C., 2013. The sweet aroma of success: Modification of products for new markets in the case of TORQ by Di Bella Coffee. International Marketing: An Asia-Pacific Perspective [6th ed.], pp.680-683.
Kosalge, P.U. and Ritz, E., 2015. Finding the tipping point for a CEO to say yes to an ERP: a case study. Journal of Enterprise Information Management, 28(5), pp.718-738.
Maher, B., 2014. Sardinia comes to Australia: Finding spaces for Mediterranean writing in translation. Journal of Australian Studies, 38(3), pp.304-313.
Neilson, J. and Shonk, F., 2014. Chained to Development? Livelihoods and global value chains in the coffee-producing Toraja region of Indonesia.Australian Geographer, 45(3), pp.269-288.
Neilson, J., Hartatri, D.S.F. and Lagerqvist, Y.F., 2013. Coffee-based livelihoods in South Sulawesi, Indonesia.
Paterson, R.R.M., Lima, N. and Taniwaki, M.H., 2014. Coffee, mycotoxins and climate change. Food research international, 61, pp.1-15.
Perrone, A. and Wodonga, T.A.F.E., 2015. Centralian College: Creating a strategic marketing plan for long-term growth. Marketing, p.85.
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