The planetary spread of java growth and imbibing all started with a funny caprine animal and that’s what legends say. 9th century Ethiopian caprine animal Herder Kaldi drank a mixture made from the beans after seeing his energetic caprine animals eat them. The Sufi monastics of Yemen in the fifteenth century were said to imbibe it every bit good. During the seventeenth century when java was introduced to Europe. the popularity of coffeehouse followed the same form as most java houses around the universe.

It rapidly became a locale for people to congregate. exchange positions. write verse forms. dramas. and political testaments. behavior concern minutess. take part in cultural exchange and frequently relax with a good book. The popularity of java store had served as a mailing reference. because many people were habitues. When you want to travel to interchange intelligence. portion thoughts and acquire advice. you go to a java store. It has been that manner for rather some clip. Coffee stores had been topographic points of larning ; of doing concern trades ; scientific. literary. political. philosophical. and economic treatments ; and even the typical chitchat.

At the beginning of the 19th century about all java exported on the universe market was produced by European settlements. Two-thirdss came from Gallic settlements. But despite the fact that the undermentioned century would witness what Eric Hobsbawm called “The Age of Empire” and Lance Davis termed “high imperialism” . colonialism would discontinue being of import in java production. ( Though settlements surely continued to be critical to the production of tea and sugar. ) This occurred exactly at the same clip that java ingestion rose vertiginously in most European colonial powers.

Coffee was treated otherwise than sugar and gum elastic in the 19th century Age of Empire because its low technological demands meant that an independent state richly endowed with the factors of production. Brazil. could get down bring forthing on an unprecedented graduated table. Cheap fertile land and break one’s back labour allowed java monetary values to plump after 1820 and stay low until the last one-fourth of the century making supply-induced demand. Brazil’s exports jumped 75 crease between independency in 1822 and 1899. World ingestion grew more than 15 crease in the 19th century.

Consumers were non really monetary value witting because they were long buffered from acknowledging the monetary value. If they drank in coffeehouse. they were unaware of the type of java they were imbibing. As the monetary value of one kind rose. cafe proprietors frequently blended in cheaper replacement classs instead than raise their monetary value. he same seems to hold been true for grocers. Rather than hazard losing their patronages. they competed on blends. non on monetary value. They besides sought to maintain monetary values changeless. Monetary value rises were frequently non passed on to the consumer. Alternatively. cheaper blends were used or grocers reduced their net income border.

Furthermore. as java sipping became customary and even habit-forming. it was transformed into a necessity for many. As a consequence. java in the 20th century became monetary value and income inelastic. Thus we are presented with the sarcasm that the international java market at the bend of the 20th century. one of the world’s largest trade good markets. was comparatively monetary value inelastic ( within in a moderately big scope ) at both the production and the ingestion terminal. though profit-driven commercial and industrial mediators were highly witting of monetary value.

In other words. it was rather imperfect. The Filipino Coffee Company ( PCC ) says the first java tree was introduced in Lipa. Batangas. in 1740 by a Spanish Franciscan monastic and shortly spread to neighbouring towns of Ibaan. Lemery. San Jose. Taal. and Tanauan. “Batangas owed much of its wealth to the java plantations in these countries and Lipa finally became the java capital of the Philippines. We are one of the few states that produces the four assortments of commercially feasible java: Arabica. Liberica ( Barako ) . Excelsa. and Robusta.

This is attributed to the country’s clime and dirt runing from the Lowlandss of southern Luzon to the mountain ranges of the Cordillera and Mindanao. “In 1880. the Philippines was the 4th largest exporter of java beans. and when the java rust hit Brazil. Africa. and Java. it became the lone beginning of java beans worldwide. ” PCC says. Our glorification yearss as one of the world’s java centres lasted until 1889 when java rust hit the Filipino shores. coupled with an insect infestation. Production plunged to 1/6th its original sum. By so. Brazil had regained its place as the world’s taking manufacturer of java.

A few of the lasting java seedlings were transferred from Batangas to Cavite. where they flourished. Our ranking fell because many of the java turning countries – like rice Fieldss and salt beds of Las Pinas – were eaten by lodging and commercial developments. Less country was allotted to coffee because husbandmans had shifted to other hard currency harvests. Today’s Coffee is one of the world’s most popular drinks. Some claim it is the most widely consumed liquid in the universe aside from H2O. Coffee’s success as a drink doubtless owes both to the caffeine it harbors and to its centripetal pleasance.

Coffee lovers come to tie in the stimulating lift of the caffeine with the profusion and olfactory property of the drink that delivers it. In our civilization. bookshops are besides seen as societal. rational and downright hip. Many bookshops are a topographic point of community where people gather and cognize one another and talk. The ambiance in a bookshop typically invites clients to loosen up and shop the shelves. The construct of a bookshop and java house is a good combination that will absolutely gives the pedant individuals and a java lover the chance to buy their favourite rubrics and detect new books while loosen uping and basking a cup of java.

The Company is so formed because of the said conceptualized thought and inspiration. COMPANY PROFILE The name of the company will be CTB that stands for COFFEE. TABLE. BOOK. The company’s name was originated from the thought of java tabular array book which means a hardback book that is intended to sit on a java tabular array or similar surface in an country where invitees sit and are entertained. therefore animating conversation or relieving ennui. They tend to be oversized and of heavy building. since there is no pressing demand for portability.

The Company CTB will be a combination of hemorrhoids of books ready for reading and a comfy coffeehouse that provides topographic point for pedants to sip java and speak with their friends while basking their books. It is a modern type of library and a much more public topographic point for reading with a turn for holding a coffeehouse in it. It is a really interesting topographic point for a individual who wants to run into new people who are besides interested in reading. analyzing and researching new things and thoughts through books. The coffeehouse is truly merely an add-on to the whole thought.

It gives new feeling to reading. Reading with a cup of java or tea with you is a batch better than reading without anything to imbibe or eat. It’s a higher degree of coming into a public topographic point to look for interesting books and a coffeehouse with it. TAGLINE “Cool your java and convey it closer to your bosom and head. ” Our tagline represents our concern in the most promising manner. We decided to province it as cool your java. “cool” intending name your java. Cool because we want it to be mind-teasing and catchy so that clients will detect the line and think.

Name your java and order it in the CTB store to loosen up while reading your favourite novels and convey it closer to your bosom and head. Customers will decidedly convey it closer to their bosom because the java goes to the bosom and down to the venas of an person. The bosom and the head as we all know. is truly Like Coffee. Table. Books store. clients will keep our concern near to their Black Marias and head. retrieving every minute they’ve had with us. Every acquisition they will gain with what they have read. we are guaranting them that they will prize everything we have shared with them everlastingly.

LOCATION The CTB shop is located in 1199 unit 5 land flr. Lemon Square Building. Edsa. Munoz Quezon City with the size of 102. 50 square metres. There are equal parking infinite and have moderately priced per square metre. Rental payments as good extra payment will be stated within the leasing footings including the enrollment of public-service corporations and comfortss. BUSINESS DESCRIPTION VISION To go the first Coffee store in the local and international industry supplying the best merchandises and high quality experience. MISSION.

To make a alone. comfy and restful environment while basking the best hot and cold java drinks at an low-cost monetary value doing it perfect. GOALS AND OBJECTIVES • To increase the frequence of customers’ trials. • To keep positive gross revenues growing and increase market portion. • Increase trade name consciousness • To open new subdivisions of shops countrywide every twelvemonth. • To guarantee that equipments used for cold and hot java drinks are well-maintained and in good status. • Develop new merchandises and innovate services annually. • Develop an addition in gross revenues while accomplishing a position quo province and lessening in selling disbursals.

• To make a cosy and loosen uping atmosphere. • To give seminars and preparations to employees and retain their Standard Operating Procedures. • To better promotional activities and advertizements quarterly • To listen and implement feedbacks. suggestions and sentiments of clients for the betterment and improvement of the concern. COMPANY’S FORM OF ORGANIZATION The company CTB is a exclusive owner type of concern because the owner’s primary intent is to bring forth net income. A exclusive proprietary is a concern owned by a individual person.

This exclusive proprietor is responsible for the full concern and accepts complete duty for the business’s liabilities. every bit good as its income. Unlike other legal constructions. the exclusive proprietary requires less paperwork and is capable to few concern limitations and ordinances. ? Characteristics of Sole Proprietor Management and Control A exclusive proprietary is operated by a individual person ; therefore. the exclusive owner has sole direction and control of the concern. Personal Liability A exclusive owner is personally apt for all duties and debts of the concern.

Therefore. the concern assets and personal assets of the exclusive owner are capable to the hazards of the concern. Furthermore. in California. if the proprietor is married. the soldierly community belongings is at hazard and capable to fond regard by creditors. If the concern is conducted under a name which does non demo the owner’s family name or implies the being of extra proprietors. the proprietor is required to register a fabricated name certification and print a notice in the newspapers. Capitalization There are no regulations regulating capitalisation of a exclusive proprietary. Continuity of Existence

The exclusive proprietary continues every bit long as the exclusive owner desires to run the concern and is lawfully competent. If the concern proprietor is adjudged lawfully unqualified. becomes helpless. or dies. the exclusive proprietary ceases to be. An proprietor may sell the concern as he or she chooses. Tax A exclusive owner is taxed on concern income and may subtract allowable concern disbursals on his or her personal income revenue enhancement return. ? Advantages of Sole Proprietor Easy formation: The formation of exclusive proprietary concern is really easy and simple.

No legal formalities are involved for puting up the concern demuring a licence or permission in certain instances. The enterpriser with inaugural and certain sum of capital can put up such signifier of concern. Direct motive: The enterpriser owns all and hazards all. The full net income goes to his pocket. This motivates the owner to set his bosom and psyche in the concern to gain more net income. Therefore. the direct relationship between attempt and wages motivates the enterpriser to pull off the concern more expeditiously and efficaciously. Better control: The enterpriser takes all determinations impacting the concern.

He chalks out the program and executes the same. His eyes are on everything and everyone. There is no range for laxness. This consequences in better control of the concern and finally leads to efficiency. Promptness in decision-making: When the determination is to be taken by one individual. it is certain to be speedy. Therefore. the enterpriser as exclusive owner can get at speedy determinations refering the concern by which he can take the advantage of any better chances. Secrecy: Each and every facet of the concern is looked after by the owner and the concern secrets are known to him merely. He has no legal duty to print his histories.

Therefore. the care of equal secretiveness leaves no range to his rivals to be cognizant of the concern secrets. Flexibility in operations: The exclusive proprietary concern is undertaken on a little graduated table. If any alteration is required in concern operations. it is easy and speedy to convey the alterations. Scope for personal touch: There is range for personal relationship with the enterpriser and clients in exclusive proprietary concern. Since the graduated table of operations is little and the employees work under his direct supervising. the owner maintains a harmonious relationship with the employees.

Similarly. the owner can cognize the gustatory sensations. likes and disfavors of the clients because of his personal resonance with the clients. Cheap formation and direction: The cost of formation of a exclusive proprietary is the lower limit because no cost is involved in its formation demuring the licence fee in certain instances. The direction of the concern is besides cheap as no specializers are usually appointed in assorted functional countries of the concern which is the added advantages. Free from Government control: Exclusive proprietary is the least regulated signifier of concern.

Regulated Torahs are about negligible in its formation. daily operation and disintegration. Easy disintegration: Like that of formation. the disintegration of the exclusive proprietary is besides really easy. Since the owner is the supreme authorization and no ordinances are applicable for closing of the concern he can fade out his concern any clip he likes. Socially desirable: New and little enterprisers can take up concern on small- scale footing. There will be no range for concentration of wealth in few custodies. Sole proprietary continues its operation in about each and every country of concern activity and caters to the demand of the society.

Further. it provides ample chances for large-scale self-employment for rural and less skilled forces. Therefore. it is socially desirable. PRODUCTS AND SERVICES CTB will offer its clients the best tasting java drinks in the country. This will be achieved by utilizing high-quality ingredients and purely following readying guidelines. The shop layout. bill of fare listings and selling activities will be focused on maximising the gross revenues of higher border espresso drinks. Along with the espresso drinks. brewed java. every bit good as some refreshment drinks will be sold in the java store.

CTB will besides offer its clients. cookies. gems. sandwiches and staff of life. On the other manus. the shop offerings will be supplemented by little scope of books. magazine and other mentions that clients can read while imbibing java.

Sandwichs and Breads Muffins Cookies Croissants Donuts PRODUCT RESEARCH AND DEVELOPMENT The Product Research and Development Plan of CTB will supply a clear model of disputing marks for the consumer over the following old ages. Strategic position of the demands and chances to accomplish results that meet the outlooks of industry will be the key to the success of this program. Within the following two old ages. the company was expected to ramify out in different countries of Metro Manila and other states. As seasons change. CTB will be offering merchandises that will heighten gross revenues and fulfill its customers’ desires.

During summer months. CTB will subsidise lower hot drink gross revenues with frozen java drinks. every bit good as soft drinks. and other cold drinks. CTB will besides hold particular drinks during holiday seasons. The CTB will transport a assortment of quality merchandises that will enable to supply full service bringing to espresso bases and java houses that will be offered 1 twelvemonth after the shop was established. The company’s underlying doctrine in choosing merchandises is to take lines that will convey consistent quality. competitory monetary values. and merchandise satisfaction to our clients.

The java store tendency continues because there is a immense demand for it. If you took a route trip across America. you would happen java stores on merely about every corner. While the biggest and most well-known concatenation is Starbucks. you will besides see many mom-and-pop java stores or little java store stands. Even gas Stationss sell java to teamsters and other travellers on the route. Brazil has by far the most coffee drinkers worldwide. so you will surely detect that the java store tendencies are really popular in Brazil. Some people even say that they can smell the olfactory property of java in the air.

Coffee with no sugar or added cream pitchers has no Calories. and java stores have come up with the tendency of offering many java drinks and dainties that are low-fat. Our coevals grew up thought of java as a forenoon pickup and after dinner drink for grownups merely. The 18-24 twelvemonth old group has a different position of java. thanks to the java store civilization. Where older coevalss gathered at the local sodium carbonate store. these childs made the local java shop their afternoon haunt. Starbucks and other local ironss improved their javas with spirits. sugar and many picks.

This makes their java more appealing to the younger crowd. As those childs graduate from high school and travel on to college. they’re happening that their love of java moves along with them. Selling STRATEGY CTB’s selling scheme will be focused at acquiring new clients. retaining the bing clients. acquiring clients to pass more and come back more frequently. Establishing a loyal client base is of a paramount importance since such client nucleus will non merely bring forth most of the gross revenues but besides will supply favourable referrals.

|Iced Coffee |Hot Chocolate |Chocolate |Sandwiches and Breads | |Latte |Hot Vanilla |Mocha |Muffins | |Frap | |Vanilla |Cookies | |Espresso | |Cookies and Cream |Croissants | | | |Hazelnut |Donuts | • POSITIONING The company will be positioned as a trade name supplying high quality merchandises at sensible monetary values for busy. nomadic people whose clip is already at a premium. but desires reviewing drinks in a welcoming infinite that fosters a warm. comfy and professional environment.

• DISTRIBUTION CHANNEL Distribution channels move merchandises and services from concerns to consumers and to other concerns. Given the importance of distribution channels along with the limited resources by and large available to little concerns it is peculiarly of import for enterprisers to do a careful appraisal of their channel options. because an effectual channel of distribution scheme is besides a major contributing factor for the success of any concern entity to be established.

Natural stuffs will be purchased from the providers and so delivered to the house of the exclusive owner for storage. The ingredients needed for the production of the concluding merchandise are made available at the nutrient stall processed into a concluding merchandise to be served to the clients. The proposed concern can offer and get gross revenues straight from the market because it has the advantage of holding the direct contact with the consumer. • Ad AND PROMOTIONS We would follow the undermentioned publicity schemes: O Loyalty Cards.

o Coffee Feedback Cards O Refills merely half the monetary value o Coffee savoring event publicity o Seasonal merchandise publicity o Meal-Focused Promotions o Provide Complementary Services and Products o Print Advertisements in different designated locations o Social Networking ( prosecute fans in chirrup. Facebook. Youtube and other exposure sharing sites. )

MANAGEMENT PLAN Background and primary duties of the direction squad In any concern. employees have of import functions in an organisation towards accomplishing the business’s end.

The direction facet of COFFEE. TABLE. BOOK or CTB is composed of proposed techniques and schemes that will be used for the betterment of its employees. These can be done through proper hiring and preparation of workers. Every employee have their specific responsibilities and duties in constructing up a concern. There will be a designated work and subdivision for each of them in a period of clip. The shamble of assigned undertakings are expected for the employees’ versatility and for them to be an effectual. efficient and knowing about their occupations.

With proper use of its resources. it would be certain that the company will give its expected return of income. The success of this undertaking lies on the efficient and effectual usage of human resources in the undermentioned maps of direction such as planning. forming. directing and commanding. The top direction of the concern shall transport out its duties by regulating its employees and being responsible in taking in to actions the policies of the company. Besides. they will be in charge of monitoring and oversing the trainees and former employees every bit good.

It is really significant to cognize the capacity and capableness of the people working inside the organisation and their mode of interrelatedness with other employees every bit good as with the direction. A director will look after the employees and will guarantee that every employee are working and endeavoring for the concern criterions. Overall. every individual shall work efficaciously and contribute accomplishments in order to accomplish success of the organisation.

CTB Coffee. Table. Book [ movie ] by: Busita. Lorica R. Dionco. Criselda Marie A. Dumencel. Roshell B. Reyes. Jenny Lyn M. Rivera. Juvia Katte M.