GAUHATI UNIVERSITY

A Training report submitted in partial fulfillment of the requirements for the award of the degree of the Master of Business Administration (Industry Integrated), Gauhati University on

A study of the potential Investors awareness towards Barista Coffee Company Limited Barista Coffee Company Ltd

Under Organization Guidance Of:

Under Institutional Guidance Of:

Mr. Pushkal Kumar Area Manager Barista Lavazaa Coffee Company

Mr. Gagandeep Singh Head of Department GNIM&IT, Delhi

Prepared & Submitted By: Jasmeen Kaur Kohli Registration no. Roll no.1201 0077

STUDENTS DECLARATION
I hereby declare that the Training Report conducted at Barista Lavazaa Coffee Company Under the Guidance of Mr. Pushkal Kumar Submitted in Partial fulfillment of the requirements for the Degree of MASTER OF BUSINESS ADMINISTRATION (Industry Integrated) TO

GAUHATI UNIVERSITY, GUWAHATI

Is my original work and same has not been submitted for the award of any other Degree/ diploma/ fellowship/ or other similar titles or prizes.

Place:

Jasmeen Kaur Kohli Roll no. 1201 0077

Date:

Registration no.

ACKNOWLEDGEMENT

I would like to express my sincere gratitude to The Director of the Institute, The Faculty Guide, Mr. Surjeet Singh & Mrs. Gurvinder Kaur and other staff members for their constant encouragement and support during my training period and their assistance while preparing the Training Report.

I convey my sincere thanks to my Project Head Mr. Pushkal Kumar under whom I did my training and colleagues at Barista Coffee Company Ltd. for providing me an opportunity to work on this project. Their excellent guidance, advice and directions are invaluable.

Jasmeen Kaur Kohli

TABLE CONTENTS

S. No. CHAPTR 1

Particulars INTRODUCTION 1.1 General introduction about the sector. 1.2 Industry profile a. Origin and development of the Industry. b. Growth and present status of the Industry. c. Future of the Industry.

Page no.

1-8

CHAPTER 2

PROFILE OF THE ORGANIZATION 2.1 Origin of the Organization. 2.2 Growth and Development of the Organization. 2.3 Present status of the organization. 2.4 Functional Departments of the Organization. 2.5 Organization structure- and Organization Institution for any research or diploma chart. 2.6 Product and Service profile of the Organization Competitors. 2.7 Market profile of the Organization. 9-20

CHAPTER 3

DISCUSSIONS ON TREAINING 3.1 Students work profile (Role and Responsibilities), tools and techniques used. 3.2 Key learning. 21-23

CHAPTER 4

STUDY OF SELECTED RESEARCH PROBLEM 4.1 Statement of research problem. 4.2 Statement of research objectives. 4.3 Research design and methodology. 24-29

CHAPTER 5

ANALYSIS 5.1 Analysis of data. 5.2 Summary of Findings. 30-41

CHAPTER 6

SUMMARY AND CONCLUSIONS 6.1 Summary OF Learning Experience. 6.2 Conclusions and Recommendations. 41-45

Annexure Bibliography

46-48 49

List of Charts, Tables & Graph

List of Charts Chart no.

1 2 3 4 5

Chart Title
Organization Structure Product offered by Caf Coffee Day Product offered by Star Bucks Services provided by Caf Coffee Day Services provided by Star Bucks

Page no.
15 16 17 18 19

List of Tables and Graph Table no. & Graph no.

1 2 3 4 5 6 7 8 9 10

Table title & Graph Title

Risk Appetite Respond Toward Investment Gathering Information Preferred Area of Investing Services offered Primary Business D-MAT Customer Satisfaction Different Investment Option People Interest

Page no.

31 32 33 34 35 36 37 38 39 40

Chapter 1 Introduction

1.1 General Introduction about the Sector.

Definition of Manufacturing
Manu facturing 7 is the sale of goods and services from individuals or businesses to the enduser Retailers are part of an integrated system called the supply chain. A retailer purchases goods or products in large quantities from manufacturers directly or through a wholesale, and then sells smaller quantities to the consumer for a profit. Retailing can be done in either fixed locations like stores or markets, door-to-door or by delivery. Retailing includes subordinated services, such as delivery. The term "retailer" is also applied where a service provider services the needs of a large number of individuals, such as for the public. Shops may be on residential streets, streets with few or no houses or in a shopping mall. Shopping streets may be for pedestrians only. Sometimes a shopping street has a partial or full roof to protect customers from precipitation. Online retailing, a type of electronic commerce used for business-to-consumer (B2C) transactions and mail order, are forms of non-shop retailing. Shopping generally refers to the act of buying products. Sometimes this is done to obtain necessities such as food and clothing; sometimes it is done as a recreational activity. Recreational shopping often involves window shopping (just looking, not buying) and browsing and does not always result in a purchase. Some shops sell second-hand goods. In the case of a non profit shop, the public donates goods to the shop to be sold. In give away shops goods can be taken for free. Another form is the pawnshops, in which goods are sold that were used as collateral for loans. There are also "consignment" shops, which are where a person can place an item in a store and if it sells, the person gives the shop owner a percentage of the sale price. The advantage of selling an item this way is that the established shop gives the item exposure to more potential buyers

Importance of Retail Sector

The Retail sector development has been based on the democratization of consumption thanks to a low price economic model. This model relieson a low price oriented value offer. To be efficiently implemented, this model needs to work on the control of distribution costs and on the increase of the capital circulation speed. Marketing is not an important factor and the customers

expectations are thought to be mainly focused on finding the lowest prices. Marketing tends to be mixed with communication and has nothing to do but advertises the low price image of the retail brand. But the wide increase of the retail sector, which was the base of its development, is now over and retail companies need to change their strategy, notably by adapting to the customers behaviour evolution and expectations. Rather than attracting new customers, it is now getting more and more important to secure the customers loyalty and to increase the share of wallet. A sharpen competition between retail brands prompts the retail companies to pay more attention to their customers expectations. Thanks to ICT and to some success experienced by foreign retail companies (Wall Mart, Tesco), the major companies of the sector are now interested in increasing the marketing aspect of their practice to create new strategical positions, and even to create new economic customer-oriented models. This shift started in the 1990s. It is interesting to see which choices, both theoretical and empirical, were made to acquire these new skills and know-how, a mix of a complex technical process and of a high qualification. This survey means to study the way big retail companies have implemented this change of strategy.

Chapter 2 Profile of Organisation

2.1

Origin of the Barista Coffee Company

Lavazza traces its origins back to 1895, when Luigi Lavazza purchased a little grocery store, Paissa Olivero, in the old commercial section of Turin for 26,000 Italian Lire, about US$ 20. In the early 1900's, he invented the concept of the blend - a complex art of mixing together coffee of different origins to obtain a distinctive taste and harmonious flavour in the cup. Before the turn of the century, the name Lavazza evolved into an international powerhouse and the unofficial ambassador of Italy, being synonymous with all things Italian - creativity, art, passion and of course, espresso. The First outlet in India of Barista Lavazza was established in February 200 in Basantlok, New Delhi. Barista Lavazza is noted as a Pioneer of Indian caf culture. The Barista Lavazza chain of expresso bars delivers a truly Italian coffee experience in warm, friendly and relaxed environment. It aims to provide a comfortable place for people to unwind over interesting conversations and a cup of coffee. Barista Lavazza consists of young adults, who is exposed to global lifestyles and appreciate the authentic flavors and tastes coffee. At last count, the Barista Coffee Company Limited has over 200 Barista Lavazza Expresso Bars and Barista Lavazza Crmes in over 30 cities across India. Lavazza, which also operates coffee vending firn Fresh and Honest, opened a new plant in Andhara Pradesh and Tamil Nadu. The company recently tied up with private carrier Jet Airways for the JetPrivilege programme, and Shivshankar said the deal will prove beneficial for the coffee chain.

2.2

Growth and Development of Barista Coffee Company

Baristas Coffee Company is making a bet that even if you prefer your coffee ice; you'll appreciate a bit of hotness in your coffee shop experience. The growing chain of drive-thru cafes, based out of Seattle, Wash., has been described as a cross between Hooters and Starbucks. And true to that moniker, it is staffed only by "attractive female baristas" wearing "a variety of appealing costumed-themed attire" -- think skimpy French maid uniforms and lingerie bedecked with angel's wings. The original store opened in 1996. The 15 years since then may not have brought growth comparable to Five Guys or Starbucks, but they've still been good to the company; it now operates a total of seven stores in Washington and Texas. Baristas has also inked deals with local development companies to open several more outposts in New Jersey, Arizona and in the Tampa area. That said, Baristas has had its fair share of hiccups along the way. In September, federal officials accused the company of failing to pay its workers as much as they were due. The investigation is ongoing, and is expected to lead to a jury trial in 2013. And the "espresso" business has historically faced an uphill battle across the country. The topless Vietnamese coffee shops of San Jose, Calif. have been fighting back and forth with city for years. One high profile nude coffee shop in Maine was burned to the ground in a brutal arson. And Seattle-based drive-thru chain Grab-n-Go, probably closest analogue to Baristas, found itself embroiled in charges of prostitution. But Baristas has a secret weapon: reality TV. Just the other day, the company announced that it would hold open casting calls (for women between the ages of 18 and 25, of course) for a new reality TV it's developing based on its service workers. They'll be housed in a domicile called the "Coffee Castle" during filming. There's nothing more American than coffee, restaurants and reality TV.

2.3 Present Status of the Barista Company

Barista Coffee Company Limited operates a chain of espresso bars and cafes. The company offers various beverages, including hot and cold coffees, mocktails, iced and hot teas, drinks, hot chocolates and steamers, ice cream blended coffees, fruit smoothies, and granitas and sparkles. It also provides food products, such as sandwiches, snacks, and desserts. In addition, the company offers various merchandise, which include sippers, mugs, cashew and fig cookie tins, business card holders, coffee makers, jars, steel key chains, plungers, steel coasters, and gift vouchers. Barista Coffee Company Limited was founded in 2000 and is based in Noida, India. The company has cafes in the Indian sub-continent, Sri Lanka, Oman, and the United Arab Emirates. As of 2007, Barista Coffee Company Limited operates as a subsidiary of Luigi Lavazza S.P.A The Barista Lavazza chain of espresso bars delivers a truly Italian Coffee Experience in warm, friendly and relaxed environment.

2.4 Functional Departments of Barista Coffee Company

1. Research Department 2. Marketing Department 3. Calling Department 4. Finance Department 5. HR Department 6. IT Department 7. Sales Department 8. Operational Department 9. Administration Department

2.5

Organization Structure

Barista Coffee Company is managed by professionals who have years of experience in Food and Beverages industry

Chart1: Organization Structure

2.6 Product and Service profile of the Organization Competitors

Product offered by Cafe Coffee Day

Cappucino

Chocolate Fantasy Cake

Belgian Choc Shot

Smoked Chicken Sandwich

Chilli Cheese Toast

Chart2: Products Offered by Caf Coffee Day

Product offered by STAR BUCKS

Pumpkin Bread Egg Salad Sandwich Ham & Swiss Panini

Hot Chocolate Espresso Frappuccino

Chart 3: Product offered by STAR BUCKS

SERVICES PROVIDED BY CAF COFFEE DAY

Chart 3: Services Provided by CAF COFFEE DAY

SERVICES PROVIDED BY STAR BUCKS

Chart 4: Services Provided by STAR BUGS

2.7 Market Profile of the Organization

Baristas Coffee Company is the largest and fastest growing costume-themed drive through Espresso Company in the nation. Baristas offers its patrons the finest hot and cold beverages, specializing in specialty coffees, blended teas, and other custom drinks.

In addition, Baristas offers smoothies, fresh-baked pastries and other confections. Seasonally, Baristas adds beverages such as hot apple cider, hot chocolate, frozen coffees, and more. Another revenue stream is in promoting and selling Baristas merchandise; alluring calendars, mugs, tshirts and hats.

Baristas also markets a specialty line of Ice Cream Bars that are available throughout Manhattan in Supermarkets and at all Baristas locations. Baristas locations are company owned however the Company does offer franchises.

Baristas Coffee Company, Inc. is engaged in serving Espresso coffee beverages. Its beverages include Espresso, lattes, mochas and gourmet coffee. It also serves pastries and treats.

Chapter 3 Discussions on Training

3.1

Students Work Profile (Role and Responsibilities),Tools & Techniques used.

I was working as an Executive HR. My Training started with practical knowledge including several things that are discussed below. Understanding about the SAP Employee Documentation. Checking of Leave Records and LOP Data of the Employee. Filling Online ESI Forms. After filling Forms given ESI Number Allotment of Employee. Induction and Co-ordination. Screening Candidate for Store Level Position. Database Design for New Employee. Interview Give up. New Joinee Data Preparation for SAP. Full and Final Settlement. HR- Audit. Had a Meeting with Labour Inspector. Checking of PF Forms like Form 10C19. Generating Employee code through SAP.

3.2

Key Learnings

I learnt how to schedule Interview. I have learnt to verify annual ESI tax report. I have learnt screening CVs for Interview Learnt database design for the new Employee Learnt attendance checking of employee Learnt Documentation of PF forms Learnt How to Take an Interview Learnt how to conduct an Interview

Chapter-4 Study of selected research problem

4.1

Statement of research problem:

It included the following steps:

Identification of target customers

Filling of questionnaires

Analyzing of customer tastes and preferences

Reporting the analysis done to upper management

Drawing conclusions

4.2

Statement of research objectives:

To find out customers preferences for our product

To know what additional features to be added in our products

To know the reasons behind non-performance of a particular product

To analyse the pros and cons of the organisation

To forecast demand for our products

To match supply with the demand

4.3

Research design and methodology:

SAMPLE SIZE
Sample size for the research is fixed. It counts to 100.

Research Design

Determined the Information Sources: The researcher gathered data through secondary sources.

PRIMARY DATA is collected through questionnaire, search and research through place where today's computer has been mostly used.

SECONDARY DATA is being search sites like magazines, newspapers, journals, websites and the data has been collected through other approaches.

Research methodology:
Research Methodology is the systematic, theoretical analysis of the methods applied to a field of study, or the theoretical analysis of the body of methods and principles associated with a branch of knowledge. It, typically, encompasses concepts such as paradigm, theoretical model, phases and quantitative or qualitative techniques. A Methodology does not set out to provide solutions but offers the theoretical underpinning for understanding which method, set of methods or so called best practices can be applied to a specific case.

Chapter 5 Analysis and Interpretations

5.1

Analysis

Q1. Why do you like to visit any retail food outlet?

Disagree Agree Neutral

To enjoy food and beverage Hangout with friend and family Celebration of any occasion Meeting (formal & informal)

70 60 50 40 30 20 10 0 To enjoy food and hangout with friend Celebration of any meeting (formal and beverage and family occasion informal)

disagree agree neutral

Q2. Have you ever been to any Baristas Outlet? o Yes o No

Have you ever been to any barista outlet

yes 70% no 30%

Q3. Why Barista? (Because you love coffee?) o Yes, I agree with it o No, I dont agree with it o I dont have a solid reason

Why barista? (because you love coffee)

Yes, I agree with it No, I dont agree with it I dont have a solid reason

10%

30% 60%

Q4. Please rate Coffee quality of following company Bad Barista CCD Costa Coffee Moderate Good

60

50

40 Bad 30 Moderate Good 20

10

0 Barista CCD Costa Coffee

Q5. Why Not Barista? (Because you dont like coffee?) o Yes, I agree with it o No, I Dont agree with it o I Dont have a solid reason

Why not barista? (because you dont like coffee)

I dont have a solid reason 25% Yes, I agree with it No, I dont agree 45% with it 30%

Q6. Foods & Beverages Quality Bad Moderate Good

CCD Costa Coffee McDonalds KFC Pizza Hut Dominos Barista

80 70 60 50 40 30 20 10 0 CCD Costa coffee Mc Donalds KFC Pizza Hut Dominos Barista bad moderate good

Q7. Service Quality Bad Moderate Good

CCD Costa Coffee McDonalds KFC Pizza Hut Dominos Other

60 50 40 30 20 10 0 CCD costa coffee Mc Donalds KFC Pizza Hut Dominos Barista bad moderate good

Q8. Outlet Accessibility Bad Moderate Good

CCD Costa Coffee McDonalds KFC Pizza Hut Dominos Barista

60 50 40 30 20 10 0 CCD Costa Coffee Mc Donalds KFC Pizza Hut Dominos Barista bad moderate good

Q9. PRICE (Value for Money) Bad Moderate Good

CCD Costa Coffee McDonalds KFC Pizza Hut Dominos Barista

80 70 60 50 40 30 20 10 0 CCD Costa Coffee Mc Donalds KFC Pizza Hut Dominos Barista bad moderate good

Q10. Place for Hangout Bad Moderate Good

CCD Costa Coffee McDonalds KFC Pizza Hut Dominos Barista

60 50 40 30 20 10 0 CCD Costa Coffee Mc Donalds KFC Pizza Hut Dominos Barista bad moderate good

Q11. Brand Image Bad Moderate Good

CCD Costa Coffee McDonalds KFC Pizza Hut Dominos Barista

70 60 50 40 30 20 10 0 CCD Costa Coffee Mc Donalds KFC Pizza Hut Dominos Barista

bad moderate good

Chapter 6 Summary and Conclusions

6.1 Summary of Learning Experience

Understanding about the SAP Employee Documentation. Checking of Leave Records and LOP Data of the Employee. Filling Online ESI Forms. After filling Forms given ESI Number Allotment of Employee. Induction and Co-ordination. Screening Candidate for Store Level Position. Database Design for New Employee. Interview Give up. New Joinee Data Preparation for SAP. Full and Final Settlement. HR- Audit. Had a Meeting with Labour Inspector. Checking of PF Forms like Form 10C19. Generating Employee code through SAP.

6.2 Conclusions and Recommendations.

Conclusions
Family background plays an important role with the satisfaction level and Educational background also does not affect employees satisfaction. Most of the employees expect high Growth followed by good learning opportunities for the future and handsome money or compensation from the organization. Very less number of employees actually expects a part time job in Barista. Most of the employees do not expect any brand privilege while working in Barista. The company should do internal marketing to increase the brand awareness among the employees.

Sales Data show trends with the seasonal pattern of growth

Barista is planning to increase the employee capacity to 366 numbers. But it should be more in order to maintain the work load.

Transformation percentage varies from 22.5 to 42.4 percentages which mean 32.46 percentages, which is not a bad score.

Quality of Coffee at Barista is not significantly different from its competitors, according to the perception of people.

Recommendations In actual the company should hire 250 employees more from the present. But as employees are less motivated by the high work load and also most of the employees are satisfied with the present work load, the Company may hire less number of employees. More Focus should be given to Dehradun, Delhi and Punjab as these stores are delivering more than 80 percentage of value.

Employees who want to leave the company, they are totally dissatisfied due to growth, salary and incentive. Also the employees who are more satisfied with work load and location want to leave the company. As well as employee with higher family income and high growth and Salary Expectation want to leave the company. The employee iteration rate could be minimized by increasing one or more factors among the Growth, Salary and Incentive at the same time.

The Company should do internal marketing to increase the brand awareness among the employees. And also to stand over the employees expectation, the company should provide an open learning environment for every employee.

The Scope of the Barista is very high and it needs to do very good marketing to utilize this scope.

Equal number of employees actually would do one of the three things if they were not working in Barista. Simple word all three options are equal prioritized.

EXHIBITS 1. Barista Employee Survey Questionnaire Q1. Name_________________________ Q2. Age_______________ Q3. Year of Work Experience_______________ Q4.Work Experience in Barista__________________ Q5. Why you want to work in Barista? Money Growth Brand Part Time Job Learning for Future

Q6. In Case of Promotion Now Designation Expected

Salary Q7. What would have you were not working in Barista? Work in Another Organization Higher Study Business

Q8. Main motivation factor s for you to work in any company? Very Low Low
High Growth High Salary Low Workload Outlet near to the home

Medium

High

Very High

Q9. Are you looking forward to leave the company? Yes No Q10. Family Income (Monthly)___________________________ Q11. Educational Qualification___________________________

2. Barista Customer Survey Questionnaire Q1. Why do you like to visit any retail food outlet?
Disagree To enjoy food and beverage Hangout with friend and family Celebration of any occasion Meeting (formal & informal) Neutral Agree

Q2. Have you ever been to any Baristas Outlet? o Yes o No Q3. Why Barista? (Because you love coffee?) o Yes, I agree with it o No, I dont agree with it o I dont have a solid reason

Q4. Please rate Coffee quality of following company Bad Barista CCD Costa Coffee Q5. Why Not Barista? (Because you dont like coffee?) o Yes, I agree with it o No, I Dont agree with it o I Dont have a solid reason Moderate Good

Q6. Foods & Beverages Quality Bad Moderate Good

CCD Costa Coffee McDonalds KFC Pizza Hut Dominos Barista

Q7. Service Quality

Bad

Moderate

Good

CCD Costa Coffee McDonalds KFC Pizza Hut Dominos Barista

Q8. Outlet Accessibility Bad CCD Costa Coffee McDonalds KFC Pizza Hut Dominos Barista Moderate Good

Q9. PRICE (Value for Money) Bad Moderate Good

CCD Costa Coffee McDonalds KFC Pizza Hut Dominos Barista

Q10. Place for Hangout Bad Moderate Good

CCD Costa Coffee McDonalds KFC Pizza Hut Dominos Barista

Q11. Brand Image Bad Moderate Good

CCD Costa Coffee McDonalds KFC Pizza Hut Dominos Barista

BIBLIOGRAPHY
http://www.barista.co.in/users/index.aspx http://www.business-standard.com/india/news/barista-aims-at-threefold-rise-in-india-revenue-inthree-years-/469047/ http://www.home-barista.com/espresso-guide.html http://www.rwwa.com.au/home/workforce-planning-literature.pdf http://articles.economictimes.indiatimes.com/2012-03-25/news/31236664_1_lavazza-directorbarista-s-india-cafe-coffee-day Total Quality Management (Third edition) by Dale H. Besterfield, Carol Besterfield & Co Operation Management (WILEY STUDENT SIXTH EDITION) by Russell & Taylor