Discuss about the Business Research Proposal for Culture in a Company.
The word culture can be defined in many ways, however, the definition depends on what the person is defining such as culture in a company or branch or country. According to the anthropologists of Australia, culture can be defined as everything that a human acts, thinks and owns. This is inclusive of thinking, pattern and things. According to Rugman and Hodgett culture means acquired knowledge that people use to explain and understand and generate social behavior. This means that members of a society, organization and group can share culture. It has been surveyed that the Australians make a consumption of three kilograms coffee per year, which is higher marginally than the tea-obsessed territory of United Kingdom. The annual consumption of Australia lags behind the consumption of New Zealand where the consumption is 3.4 Kilograms and lags behind the tea consumption rate of Japan and United States where the rate of consumption is 3.3 kilogram and 4.2 Kilograms respectively (Hawthorne, 2016). The literature review shall contain a detailed account of the existing and developing coffee culture in Australia.
The affinity of the Australians towards coffee emerged around the middle of the 20th century and for that, the credit goes to the espresso cafes that are independent in the territory of Melbourne. A greater number of Greeks and Italians made the migration to Melbourne and Australia after the Second World War (McCants & Anne, 2008). The Australian Italians made the migration to Melbourne between the period of 1880 and 1924 that followed the development of piston-driven machine that is espresso, by Achille Gaggia in the year of 1945. The coffee culture in Australia bloomed in the territory of Melbourne in the year of 1956 when Australia hosted the Olympic Games. It is generally believed that the Italians made the introduction of espresso shots in Australia that served and made the introduction of the coffee culture in Australia (Dykins, 2013).
In the coffee culture of Australia, several new dimensions emerged recently. The reason for the growth of this concept is because the competition between the coffee sellers are getting tough. Recently, New Zealand and Australia has proven their power in relation to coffee. In the year of 2015, as per the demand of the majority of the population, Starbucks engaged into the launching of the version of Australian coffee that is the drink based on espresso, which is flat white having two ristretto shot along with little art and whole milk steamed. In Australia, the new habits of the people towards the consumption of coffee are also a new dimension of coffee culture. The Australian people were inclined to coffee in the earlier days and that demand for coffee has increased in the recent times significantly.
The service model of Chainlet is based upon the cafes that render the definition of the excellent scene of coffee. In simpler terms it means along with having great version of coffee, a person could also come for having brekkie, which means breakfast. The table services that are rendered by Stowaway and Bluestone Lane are confusion sometimes to the customers regarding the fact whether the shop is a dinner or restaurant or coffee shop (Cafes & coffee shops in Australia 2011).
In the streets of Melbourne and Sydney, the people can get the sight of better quality machines that are espresso in majority part of those streets. By getting such view, it is evident that the coffee culture possesses a long path to travel in the territory of Australia. There is a tremendous capacity that is borne by Australia for the growth of coffee culture in future (Gibbs & Worth, 2012). Keeping the growth rate of coffee in mind in the future, the owners of the coffee shops in Australia are planning to make the launching of their own brands that is related to coffee.
It is evident that the Australians consider coffee culture very seriously. However, it is evident that Starbucks that dominates the business of coffee all over the world, but failed to take the hold of the Australian market. It is evident from the fact that Starbucks made the opening of 84 locations of coffee in Australia in 2008, out of which 61 were closed down (Janssens et al., 2012). The reason for this fall down is that the coffee that is rendered by the little coffee cafes in Australia are very good and Starbucks could not compete with them.
The first espresso bar came to Australia in the 40th but the real rise of coffee came in the year 1993 approximately when the first coffee shop was opened in Sydney. Today Sydney has more than 100 coffee shops and the most popular coffee in Australia is espresso. The traditional Australian grounded coffee is already popular in the Australian coffee shops.
The caffe latte has also become a way of evaluating the world’s exchange rate that can be transferred into purchasing power. It is measured in a big cup of latte at Starbucks which now exists in over more than 40 countries of the world. In Australia, the most popular drink to order on a first date is cappuccino. This is the most popular drink in Australia.
The Italian immigrant population influences the coffee culture of Australia. One of the best things that they bought with them is their love for coffee and one may find one of the best coffees in Sydney. Recently, there has been a boom of local cafes in the city. Some of the best coffee in the city is Campos Coffee, Toby Estate and Single Origin. Any café that serves any of this brand then the person will surely get a good cup of coffee. However, due to the influence of Italian Coffee culture in Australia, Italian brands are also available in Australia such as Lavazza and Segafredo Zanetti. The coffee décor of Australia is very popular as they were the ones who introduced the “flat white” to the mix of coffee before serving it to the customers. The sizes of coffee mugs in Australia depend on the preferences of the customers (Khamis, 2009). If a person orders for a tall skinny latte black in America then he will surely order a latte double shot in Australia. The barista may, on their own, customize the ordered coffee to doppio or a double shot; hence, if a person is a vivid coffee drinker, he or she should be specific about their preferences.
As per the recent trend that is noted amongst the Australians is that they are more focused towards fair work of the laborers as it was seen that they are mostly oppressed with the kind of working conditions that prevail in the coffee fields. The coffee lovers of Australia restrict themselves from having such coffee that come from laborers who are oppressed at the field. In Australia, coffee shops are opened based on fair trade and it was seen that the coffee lovers of Australia appreciate such coffee shops more. The primary dimension that emerged in the coffee culture of Australia is the recent time is the concept of fair trade in coffee culture (Barista: Hot drinks & coffee culture, 2004).
In 2006 many branded coffee was launched in Australia that was certified by fair trade. For example, in the year 2006 the formation of the Wayne’s coffee shop was the first shop that can be remembered as fair trade coffee shop in Australia.
Today a coffee chain is visible at every place in Australia. This is because of the growing popularity of coffee in Australia. The coffee shop is well established in Australia and there is still scope of development of coffee in Australia. Many championships take place in Australia and this increases demand of coffee culture in Australia.
Australians consider themselves as serious coffee snobs. Australia is considered as a land of coffee obsessive and a country that is free to accept caffeinated cultural cringe. There is probably no other country, like Australia that is as serious and snobbish as they are for coffee. Australians do not follow any particular type of tradition for coffee culture, they follow coffee culture freely and they have explored from Italian coffee style until Vietnamese style coffee with sweet milk. Australians are non-judgmental about the style of drinking coffee as long as it tastes good. Australians can recognize bad coffee and this is the reason why Starbucks could not be very popular in Australia, as according to Australians it lacked in originality and taste. In all other countries, Starbucks was very popular and now it is considered as one of the biggest international chain in the world (Vaidhyanathan, 2007). Australians feel incredibly painful when it comes to coffee, like how an American feels bad about lack of burgers and fries in Thailand, or tourists who are English by nationality but go to a Spanish restaurant for eating curry chips. The reason behind this is that when Australians travel, they expect the coffee to be as good as the homemade coffee (Watson & Forrest, 2012).
Conclusion:
Conclusively, it may be stated that Australians are a firm believer of coffee culture and coffee ethics. They follow a typical structure and style for consumption of coffee. It is the obsession of Australians for coffee, which gives them a status of avid coffee drinker. Australians are termed as coffee connoisseurs; the reason behind this is that in Australia coffee is considered as something more than just a brew coupled with quality and quantity. Coffee has now become an important part of fashion, trend and other aspects in Australia. There is no fixed target group for assessing coffee culture in Australia, as the emerging coffee culture in Australia seems to be attracting target population of all kinds and of all ages.
Reference List
Barista: Hot drinks & coffee culture. (2004). Barista,
Cafes & coffee shops in Australia (2011).
Dykins, R. (2013). The bean scene: London’s coffee culture is evolving so fast that our taste buds can barely keep up.Business Traveller, , 58.
Gibbs, P., & Worth, H. (2012). ‘eat coffee candy and die’: Sex, death and huli funerals. Sexual Health, 9(5), 497-498.
Hawthorne, M. (2016). Instant gratification – the myth of Australia’s coffee culture. The Sydney Morning Herald.
Janssens, C., Hammond, C., Hofman, B., Grabe, H. J., Hottenga, J. J., Kiemeney, B.. . kConFab Investigators. (2012;2011;). Genome-wide association analysis of coffee drinking suggests association with CYP1A1/CYP1A2 and NRCAM. Molecular Psychiatry, 17(11), 1116-1129. doi:10.1038/mp.2011.101
Jolliffe, L. (2010). Coffee culture, destinations and tourism. GB: Channel View Books.
Khamis, S. (2009). It only takes a jiffy to make: Nestlé, australia and the convenience of instant coffee. Food, Culture & Society, 12(2).
McCants, Anne. E.C (2008). Poor Consumers as Global Consumers : The diffusion of tea and coffee drinking in eighteen century. Economic History Review (vol1) p172-200
Tourism and cultural change: Coffee culture, destinations and tourism (2010). Channel View Publications.
Vaidhyanathan, S. (2007). The anarchist in the coffee house: A brief consideration of local culture, the free culture movement, and prospects for a global public sphere. Law and Contemporary Problems, 70(2), 205-210.
Watson, A., & Forrest, D. (2012). The bands culture in victoria, australia : Live music benefits career paths, employment and community. Australian Journal of Music Education, (2), 71-81.
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