COFFEEVILLE Coffee Shop Case Study 

Siblings Rufus and Emma have both trained and worked in the hospitality industry over many years. They decided to open Coffeeville in 2009.  

Since then, the siblings have been providing quality products to the busy CBD population. The family-oriented siblings understand the importance of healthy communities and they endeavour to run a business that values and supports communities on a local and global scale. 

CoffeeVille only serves certified fair trade coffee. The coffee shop provides a friendly environment for staff and customers. Where possible, CoffeeVille sources local ingredients and products and the coffee shop also aims to provide healthy choices:

• the coffee shop sources organic ingredients and products; and also
• vegetarian and gluten-free options.

Now CoffeeVille is entering its third year of business operations. Due to effective positioning, the cafe has been well-received by the local community and the consumer market.

According to the company mission, CoffeeVille provides a unique and compelling cafe experience for the socially aware city coffee drinker. 

CoffeeVille provides: 

• high quality, fair trade, coffee
• superior hot and cold gourmet food and beverages
• consistently high level of expert and knowledgeable, fast and friendly service.

According to the CoffeeVille vision, within five years, the company will have established itself as a premier provider of gourmet coffee and food for the ethically and socially aware coffee drinker. CoffeeVille will have expanded in the CBD to open additional locations and in the current location open shifts open evening trading to capture workers who are working long hours, e.g. professionals with no children at home, that wish to have healthy dinner options prior to driving home to the suburbs. 

CoffeeVille aims to achieve company mission and vision through the implementation of several key strategic directions: 

• increase revenue through targeted marketing campaigns
• control direct and indirect operational costs
• maintain superior product and service quality standards
• establish CoffeeVille brand as ethical and environmentally responsible company
• maintain highly trained and motivated staff.
  • As the current location is successful and prior to opening any other coffee shops, Rufus and Emma have decided to open and trade in the evenings. It is important that prior to opening the coffee shop's new times and shifts and employ new staff that the siblings consider risks associated with changing of their services.

Scenario 1

You work for CoffeeVille and as your previous job was a development supervisor for a large 5 star hotel, Rufus appointed you as a development manager and asked you to develop a business plan for CoffeeVille to implement.  You have access to the company documents which includes the strategies plan, marketing strategies and budgets, staffing and other operational and / or strategic documentation. 

• Rufus approved meetings with the team and also follow up meeting with him.

Using the virtual company, read all the points and finish as indicated. below and provide answers to each question. 

1. Review the CoffeeVille website and access the intranet. Locate CoffeeVille's policies and procedures and the business plan and establish:
2. Using CoffeeVille information analyse and interpret the vision, mission, values and objectives and develop a business plan.  (Your assessor will guide you to the documents on the website and organise for you to be able to access the website) 
3. Organise a meeting with your team. Use your SBTA email address to invite your colleagues to the meeting. You must send them each an email and advise them what the meeting is about. Use the space below and insert the email you have sent and their responses in the space below. 

1. You are now conducting the meeting. You are a chair and responsible for distributing meeting minutes after the meeting is completed.