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BO’s COFFEE Access Computer and Technical Colleges Inc. Final Requirements in Marketing Research Members: ABALOS, JANNELLE M. ABEJUELA, JEROME T. ADARLO, MARY JOYCE D AGBUYA, IRENE B. ALAPIDE, KAYE S. ALBA JR., NOEL B.

Ms. Anita Manatad

INTRODUCTION Coffee is a beverage brewed from the roasted and ground seeds of the tropical evergreen plant. And coffee is one of the most popular beverages in the world and one of the most profitable international commodities alongside with tea, liquor and milk. Apparently, no one knows how and when the coffee was discovered, though there are many legends about its origin. This is the most commonly cited of story of coffee’s origin. According to legend- In way back 9th century at the Ethiopian highlands. Kaldi the goat herder noticed that his goat was extremely energetic and different to its normal behavior after the goat had grazed on the bright red cherry that called coffee beans. He tried the beans to himself and same as his goat he experienced and felt that he is very invigorating. And he decided to share his new discovery to the local monastery, and at first they disregard his anecdotes instead of hearing it they threw the beans to the fire and began quickly rise the delectable aroma. After that the monks tried to crush the beans they add some water and found that the beverage gave them same energy and vigor to Kaldi and his goat. Eventually the news of the new brew spread into the Arabian peninsula, where coffee traveled east and west finally landing in southeast Asia and Americas. And its been popular ever since. Bo's Coffee is a Filipino owned coffeehouse chain. The company was founded by Steve Benitez. The coffee shop started because of the idea that came to Steve Benitez when he was a student in Ateneo de Manila University he always had to drink coffee to stay awake and fuel his energy during those late-night study session. And then he realized that his passion and interest was in coffee, he then dropped out of law school and started his journey in the business world.

In 1996, After attending several trainings and seminars, Steve Benitez decided to open Bo's Coffee in a small space with a capital of ₱ 150,000, he started to opened his first kiosk in a six square meters space. And it was located to Ayala Center, Cebu. During that time, the idea of a coffee shop had not yet reached the Philippines. The coffee shop did not operate as smooth as it is that became the reason of it to not produced any profit for its first three months and the daily only ranging from 300 to 1000 pesos. In fact he expected this kind of struggles because when he started his business he knows that people will going to question like “why having a cup of coffee in other place, if you can make one for yourself in your own house.” So he decided that his possible target market are the college students and businessman who want to have a place that will provide a peaceful and comfortable surroundings where they can study, review and can do their pending works and can even held a meeting in there. But after 6 months the coffee shop started to bloom and the reason behind it was when he give away free samples but the Cebuano market was not yet familiar of his concept. And now the business can able to compete and grow despite the lead of Starbucks and Coffee Bean & Tea Leaf and the entry of Costa Coffee.

On its 25th year, the six-table kiosk that had been Bo’s Coffee in 1996 now the company has grown to more than 100 stores in the Philippines. Their beans are handpicked from the Philippine highlands, roasted by artisan roasters and transported fresh to branches around the country or nationwide. It is also considered as one of the premier local specialty coffee brands in the country. This homegrown company looks forward to expanding in the local and foreign markets, maintaining quality and passion as it grows.

Bo's Coffee is just like with the other coffee shop that normally offers hot drinks, cold drinks, breakfast platter, pasta, grilled sandwiches and cakes. But there's one thing that the coffee shop truly honored to served in the market and especially to their beloved customers.

The great pride of Bo's coffee- Philippine brew by using local beans from Sagada, Mt. Katinglad, Mt. Matutum, and Mt. Apo. Each flavor profile has a distinct taste that truly epitomizes the rich diversity of their geographies. They put the spotlight on Philippine Coffee. And Mr. Benitez believes that Filipino tradition and values deserve to be in the global limelight. They are truly proud of our roots.

The coffee and service they offer are a testament to their deep love to our country. The Bo's Coffee Bayanihan Mentality drives them to give social enterprises a voice, leaving a legacy of positive changes. The following are the names of local beans that Bo’s Coffee offer to their customers: First the SAGADA has a distinct taste of Sweet, nutty, and well-balanced, with hints of chocolate and fresh tobacco and it’s price under ₱375.00. Second the MT. KITANGLAD has a flavor of Light and Nutty and its price ₱375.00. Next, the MT. APO it has a flavor of Sweet and earthy and the price of it ₱375.00. Then, ATOK & AMPUCAO has distinct taste of well-balanced, with herbal notes and a winey taste and its price is ₱395.00. Lastly, the MT. MATUTUM it has a distinct flavor of Berrylike and spicy, with notes of cardamom and camphor and its price is around ₱375.00.

Bo’s Coffee utilizes the Undifferentiated and Individual Marketing Strategies. The company ensures to it that “the common ones” are greater than the “different ones” so that it will be a hit to the mass, thus Undifferentiated Marketing. However, the company also tailors for the different wants and needs of their customers. The company can customize drinks as to the level of sweetness that customers want.

The company use a website blog to promote their brand, it helps building the brand’s reputation and authority while also increasing its exposure and awareness. A blog is a must for website promotion. This is because a business blog can help achieve a number of goals, such as increasing the exposure of your brand and building your brand authority, which will make it easier for visitors to trust your brand.

The Bo’s Coffee holds importance in the market and it is not the your usual and typical coffee shop. And as the largest homegrown coffee chain in the Philippines, Bo’s Coffee wants to use its resources to support local coffee farmers and have a positive social impact. With our country is dominated by foreign franchises, but their mission is to make Philippine coffee popular,” It has a great help in the market because of the fact that they bring out the origin and the process of the local products which will reveal its high-quality resulting to the shifting of the perception of the target market about local products being incompetent in having high-quality.

Design and Layout A large wall of windows floods the interior of the coffee shop with natural light and seating positioned next to the windows provides customers with street views. And it was spacious , the color of brown washing all over the place that gave the sense of comfort. The interior is beautiful with t obvious use of lines and curves instead of putting too many decorations. The simple design of it attracts people who don’t really want to many frills. The design of the stores represent the Filipino culture and is made by Filipino. In fact, all of its raw materials from coffee to pastries and every bit of interior are all made by Filipinos. And because of that it’s creating positive social impact by empowering local social enterprises. By the mean of the design of coffee shop that represents the Filipino culture it boast of its quaint interior and furniture set made with indigenous natural materials. Its alley are illuminated with the light came from industrial lamp. And their lounge chairs are from hand-woven fabrics that came from local weaving communities. Aside form the seats indoor he store also have seats in its Al Fresco for that outdoor feel, and for the caffeine junkies would like to do their caffeine loading outdoor Research problem General How can Bo’s Coffee can operate with the growing competition in coffee shop industry? Specific 1. What are the advantages of Bo’s coffee compared to the other coffee shop? 2. What strategies that can help Bo’s coffee to build customer loyalty? 3. Does the interior design and layout of a café affects the customer’s satisfaction? 4. How can prevent a management-related problem like slow service?

Research Objectives The study aims to achieve the following goals: To determine Bo’s coffee capacity in operating regardless with the growing competition in coffee shop industry. •

To know the advantage of Bo’s coffee with the other competitor.

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To identify strategies that can help Bo’s coffee to build customer loyalty.

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To see if the interior design and layout really affects the consumer satisfaction.

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To know on preventing management related problem like slow service.

Research Methodology In this chapter, the researcher will be discuss the research design, sampling technique, population of the study, research instrument and method of data collection. Research design The researcher choose an exploratory design because it is best to conduct about research problem when there are few earlier studies to refer. And the focus is on gaining insights and familiarity for later investigation or when are in a preliminary stage of research. And exploratory design is very useful for gaining more background information for our particular topic- the Bo’s Coffee.

Sampling technique A random sampling procedure will be use of the researcher for selecting respondents in this study. This technique will be chosen a respondents entirely by chance and each member of the respondents has an equal chance or probability, of being selected. And as long as they were customer or tried to dine or buy to the Bo’s Coffee. Population of the study The researchers will be conducting the study to the customers of BO’s Coffee Café. This study is about Bo’s Coffee so the researcher preferred to choose a respondents were employees, families and mostly students that probably the customer of the particular coffee shop. Research instrument The researcher will be use an online survey questionnaires as a form of research instrument in gathering data. This type of survey questionnaires is a multiple choice and some questions need the respondents own opinion. And the researcher responsible on giving the choices and for the example of question if the interior design and layout of coffee shop does really affects to the consumers satisfaction. Method of data collection The researcher choose a questionnaire and survey as a method of data collection. And the researcher will be use online forms the modern and effective way to conduct research. Unlike written surveys, which are static, the questions presented in online forms can change according to how someone responds and this form emphasizes mobile data collection, so the forms can easily be viewed and filled out on mobile devices.

Scope and Limitation The researcher will focus to the possible strategies of Bo’s coffee that may help more on building customer loyalty and satisfaction. And the researcher will also focus on service quality and design and layout of the coffee shop in order to get ahead to the competitors. But not creating an environment where employees are focused more on their competitors than on their own work. We should partakes in healthy competition to succeed, and also derives joy from seeing others succeed. And the researcher limitation is the coffee product use by the Bo’s Coffee we cannot suggest or intervene regarding on it. And the researcher doesn’t have enough knowledge about coffee bean giving suggestions regarding on it will effectively disregard....