An Assessment of a Coffee Business Startup: the Case of Mameng Kape Enterprise

Date

6-2023

Degree

Bachelor of Science in Agribusiness Management

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Juan Paulino S. Trespalacio, Junior

Committee Member

Jeanette Angeline B. Madamba, Jennica Amielle M. Mora, Mar B. Cruz

Restrictions

Restricted: Not available to the general public and for consultation with the author/thesis adviser. Access is available only to those bound by the confidentiality agreement.

Abstract

The Mameng Kape Enterprise intends to lead the movement of bringing back the once-robust coffee culture of San Pablo City to life. Thdyrranno "Derry" A. Exconde aims to revive and improve this industry of the municipality to create a coffee identity that could eventually help with the city's tourism. San Pablo, Laguna, is often associated with the agricultural produce of lanzones, rambutan, coconut, and ube. Back in the 1970s, the abundance of coffee in the city was evident. The streets of San Pablo were filled with coffee beans for drying and reeked of the aroma of freshly roasted beans. The venture towards the coffee industry was taken seriously by Mr. Derry Exconde which led to the creation of the Mameng Kape Enterprise that recently pursued the expansion of the business engaging in coffee shop operations.

The study entitled "An Assessment of a Coffee Business Startup: the case of mameng kape enterprise" was conducted to assess the overall business performance of Mameng Kape Entreprise. Specifically, this study aimed to: (a) Present the historical background and profile of the Mameng Kape Enterprise; (b) Describe and evaluate its relevant business environment; (c) Evaluate the business and analyze the major issues relative to its four business functions; and (d) Formulate recommendations and a strategic direction for the enterprise.

The primary data was gathered through a series of interviews with the owner of the business and other key people in the enterprise. The information from personal observations and competitor profiling was part of the primary data was used in further evaluating the enterprise.

The primary data was gathered through a series of interviews with the owner of the business and other key people in the enterprise. The information from personal observations and competitor profiling was part of the primary data was used in further evaluating the enterprise. The secondary data was derived from the documents that the enterprise have provided. This includes the historical background and profile of the enterprise. The other data came from different articles, websites, theses, journals, and unpublished special problems and theses. Some of the data were from institutions like Department of Agriculture (DA), Department of Trade and Industry (DTI), Philippines Statistics Authority (PSA) and other related institutions. Some of the analytical tools that were utilized are Financial Ratio Analysis, Vertical Analysis and Trend Analysis. These tools further guided the interpretation of the study and made sense of the data collected.

The results of the study showed the significant issues faced by the enterprise, which was compromised of their inability to earn profits, stepping into a broad target market and lack of marketing strategies. Together with these are the external factors that pose risks towards their operation like the enterprise's dependency towards the San Pablo Coffee Growers Agriculture Cooperative for the dehulling and roasting services. These raise concerns with their operations since without the service of cooperative they would not able to attain their vision statement which is the fabrication of a recognized quality coffee produce that could be enjoyed by households and coffee enthusiasts.

To further aid the enterprise in confronting the problems they are encountering and to help improve its situation, solutions were devised. The Break-even Analysis and SWOT Analysis were utilized to come up with the course of action to take. This study recommends implementing marketing strategies, segmentation, targeting, and positioning, partnerships, and collaborations with other businesses, and product performance management as a short-term solution to address the immediate concerns. Marketing strategies and STP could help utilize and better allocate the resources of an enterprise if they implemented these approaches as well as cater to a niche market. The forming of strategic alliances with other businesses was also suggested. Thorough partnerships and collaborations, the enterprise could access other business' resources. Furthermore, the implementation of product performance management could track, assess, and boost product performance in order to attain the break-even threshold and potentially reach the point of profitability. The streamlining of the overall management and operations of the enterprise is the gradual plan for progress for a medium-term period. It could lead to having more efficiency, lower expenses, and better customer experience. For the long-term improvement of the enterprise, an increase in their engagement towards the objective to trying to find or generate new revenue streams to better create sustenance for their operations is proposed. The income that it could potentially bring to the enterprise would further help in sustaining the expenses for their operations.

Language

English

LC Subject

Coffee Industry

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993 2023 M17 C37

Document Type

Thesis

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