To evaluate the feasibility of setting up a student coffee shop offering sweets and pastries, situated in Cardiff
Cardiff Metropolitan University
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The project aim was to evaluate the feasibility of developing a student café, offering a sweets and pastry menu within the Cathays area in Cardiff. A series of objectives were created to achieve this aim. The objectives are as follows: • Conduct a literature review to identify all current literature relevant to the project. • To gather and analyse market research through secondary and primary data into the café sector and UK markets. • Examine the legal requirements / human resources associated with running and owning a café. • Design, evaluate and analyse a sustainable business plan. • To evaluate, analyse, and conclude, making recommendations, critically analysing the overall process to test the feasibility of the business. Previous experience within the café sector, and extensive analysis of the sector within a BA (Hons) Hospitality Management degree, has resulted in the author having a detailed and knowledgeable understanding of the sector. Primary research, in the form of 4 semi – structured interviews, and 177 online questionnaires, gave the author the foundations to then create a business shaped by both qualitative and quantitative research. Furthermore, both secondary and primary research concurred with the need for a student coffee shop specialising in sweets and pastries within Cardiff. After establishing a gap in the market, creating marketing strategies, developing products and services, and producing 3 year financial forecasts with positive net profit and growth each year, a feasible and realistic business future awaits Fresher Coffee. With potential to grow and expand to become a recognised name within the student coffee shop market.
BA Enterprise Project
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