THE BROADWAY CAFE

The Broadway Cafe

Table of Contents

The Broadway Cafe3

Part One3

Introduction3

Porter's Five Forces Analysis4

eBusiness Strategy5

Keys for Strategy5

Conclusion6

Part Two6

Competitive Advantage7

Customer Relation Management9

References10

Appendices11

List of Figures

Fig 1: Business Strategy12

The Broadway Cafe

Part One

Introduction

The Broadway Cafe is business providing high-quality, full service distribution of coffee, specialty beverages and beverage-related supplies to coffee houses and espresso stands throughout the Georgia market. At this time we are seeking additional equity capital to compliment our own investment and are seeking to arrange a bank line for inventory and receivables financing. We plan to distribute our first products within 30-60 days of finalizing financial arrangements.

In order for our business, The Broadway Café, to become more competitive in this environment, I deem it necessary to build a collaboration tool that will stimulate contact, knowledge, information, and events among employees, customers, suppliers, and all others who are interested in the business.

Having this particular system will enhance our communication within our business as well as with our customers and suppliers (Dicum and Nina 2001). We can use the Groupware System to facilitate planning by listing on an e-calendar various deadlines, goals, and other tasks needing completion. During our “coffee sampling” events for our customers, we can promote and encourage customers to give us feedback on which coffees they liked and disliked.

Porter's Five Forces Analysis

The first force Michel Porter describes is the current Rivalry among existing companies. The coffee shop business is mainly framed in 2 mainstreams. First group is the major players like Starbucks, Seattle's Best Coffee, Dietrich, Brewsters, New World, Gloria Gears, which can be denoted as Specialty Brands. Second group contains One-Store coffee shops like The Broadway Café. These are generally local, small businesses.

The coffee shop industry possesses a very high intensified competition on all players: both Specialty Brand and One-Store Coffee Shops. The main reasons that contribute to the high competition are

The number of shops is huge (hoovers.com)

Competitors are selling same or similar products, including specialty coffees as well as high quality foods.

The fixed cost portion constitutes a high portion of the cost structure. Companies should sell more products to cover these costs, which increases competition.

eBusiness Strategy

The Broadway Cafe needs to take advantage of e-business strategies if it wants to remain competitive. Create a document that discusses the many e-business strategies that The Broadway Cafe could use to increase revenue (Chapman; Devenish & Dhall 2000). Be sure to focus on the different areas of business such as marketing, finance, accounting, sales, customer service, and human resources.

Keys for Strategy

Innovative quality products.

Individualized customer service - providing our customers with what they want, when and how they want it.

Only full service Distribution Company in the Spokane/Northern Idaho market.

Fully integrated programs to help customers increase sales through menu development, creative promotions, advertising, and custom marketing material.

Exclusive distribution rights to ground-breaking products not currently available in our market.

The combined experience of the principal owners brings upper office management skills, high levels of customer service, and over 20 years in distribution and sales management.

Conclusion

In order to successfully complete the movement The Broadway Café to the 21st century ...