Caffe de Lucca- an evaluation into the feasibility of opening an artistically and culturally inspired coffee house.
Cardiff Metropolitan University
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This enterprise project aims to evaluate the feasibility of opening an artistically themed, independent coffeehouse in Cardiff. In order to help facilitate the aim and bring order and focus to the project, objectives were put in place which included; conducting primary and secondary research, the creation of a business plan, to investigate the legal and financial implications, to identify key trends, to identify competitors and also to evaluate the findings, giving recommendations that should be implemented in order to progress the business. Both primary and secondary research were fundamental to this project, the secondary research taking the form of a literature review where by the current state of the British coffee market was researched, along with information regarding coffee culture in Wales, Fair-trade in Wales and extensive research into interior design and branding of coffee houses. The primary research consisted of public questionnaires and three semi-structured interviews, supported by a competitor analysis. Generally, all the findings were extremely positive and very much correlated with what was found during the course of writing the literature review. For instance it was found that availability of wireless Internet facilities affect consumer choice as to which coffee house to attend, findings suggest that customer service is of major importance, that Fair Trade is becoming a more a significant aspect to peoples lives and also the author was able to conclude that the target market for the business being proposed in terms of age segmentation, would be those aged 21-35. Future developments for the business include extending the opening hours potentially after the three-year initial period, marketing for more takeaway/delivery sales, among others
BA (Hons) Event Management
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