Smbarista vs Café Coffee Day Essay

17053 Words Mar 10th, 2013 69 Pages
BARISTA VS CAFÉ COFFEE DAY – A COMPARATIVE STUDY

THE INDIAN INSTITUTE OF PLANNING AND MANAGEMENT, NEW DELHI

Table of Contents
Topic Synopsis Section 1: Introduction - The Coffee Café Industry 1.1 Evolution of Coffee Cafés 1.2 The Coffee Café Industry 1.3 Growth of the Café Industry in India Research Methodology Section 2: Case Study on Barista 2.1 Corporate Profile 2.2 Marketing Mix 2.3 Human Resources Section 3: Case Study on Café Coffee Day 3.1 Corporate Profile 3.2 Marketing Mix 3.3 Human Resources Section 4: Market Survey 4.1 Survey Methodology 4.2 Characteristics of Visit 4.3 Comparative Rating

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Section 5: Conclusion 5.1 Areas of Excellence 5.2 Areas needing Improvement 5.2 Recommendations & Suggestions Annexure I
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Besides the primary data collected with the help of the questionnaire, I have also collected the relevant secondary data from various sources like magazines, books and Internet and newspapers. Based on the relevant primary and secondary data, a

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comparative analysis has been done so as to find out the areas of excellence and areas of improvement of both organizations.

The areas of excellence and improvement have been identified based on factual information, in light of which recommendations and suggestions have been provided for the overall improvement of the organizations in the future. This Thesis was conducted in 2005 in Kolkata, India; so the information is relative to this city.

Section One: The Coffee Café Industry. Section one of the Thesis is a peek at the coffee café industry. It takes a look at how the industry has evolved through time, from its early beginnings in Europe, to its current form of a highly organized sector. It also details the structure of the industry, with its various components, in its current form. It finally deals with how this industry has grown in India, and what its current status is.

Section Two: Case study on Barista. Section Two is a case study on the first organization being compared in this study, Barista. The case study looks at the overall working and performance of Barista, and the various aspects and functioning of its Marketing and Human Resource.

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Section Three: Case study on Café

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