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Coffee Club in Singapore

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  • Pages: 11
  • Word count: 2632
  • Category: Coffee

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Coffee club is a coffee chain in Singapore with more than 25 locations. It is a place where brings you with excellent service and wonderful taste.This project may get through this coffee house to discuss about the whole business during the 15-developing process.

The way that coffee club can make such succeed is due to the various strategies and perfect training method system. The basic structure of the company was controlled excellently by both inter causes and outer causes.By doing this project, we aim to introduce the each section by its using strategies to acknowledge the process of coffee club operation.

Existing Corporate Strategies In Coffee Club

There are many competitive strategies being used in coffee club such as growth strategy, stability strategy, retrenchment strategy and combination strategy.

Growth Strategy
Growth strategy is used for increasing level of its operation. This aims to decide the direction for the enlarging the market of business in Coffee Club,

Competitive Strategy
There are so many coffee house in Singapore. How to take the pride of coffee drink area is a significant problem. Wonderful drinking and reasonable price are the competitive strategy using in Coffee Club.

Cost Leadership Strategy
This strategy generates a sustainted competitive advantage depends on that strategy being rare and costly to imitate in Coffee Club.

Retrenchment Strategy
Self-service policy is a reflect of retrenchment strategy. Reducing salary in servicing process can save a large amount of expenditure in operation cost which can be used in international operation clubs.

Combination Strategy
This strategy is used widely in the chain of combination of Coffee Club. One cheese of pie plus one cup of cup of milk coffee only need $10.80, saving for $4.30 if buy separately.

Environmental Influences Affecting The Operation Of The Company

Social Environment :
The success of Coffee Club is depended on the social needs. Only the product which meets customer’s requirement can succeed. That is why Coffee Club can take such a pride of position in coffee industry.

Originally, Singaporean are fond of the taste of coffee and sweet food. The life does not change very much during recent years. People like to have a cup of coffee during the relaxing time. That is a stale of habit life which Coffee Club catches it in social environment.

Consequently, Singapore is a safe country for living and doing business.The crime rate is the lowest in the world. It is a good circumstance for business developing and operating.

Last one is because of educational levels. 80% people are in good educational levels which lead a easy way to hire employees for working operation..

Economic Environment :
Economic Environment is also an important reason of success in Coffee Club. Singapore is a country which has a good economic environment. People have the ability to buy themselves some desert over diner time.

At the same time, many tourist who have money to enjoy a cup of wonderful coffee in their visiting time as Singapore is the most famous tourism country in the world .

Also, there has no significant inflation or recession in the economics. The exchange rate is also stable in the daily operation. That lead to the stability of the economy in the business environment. The same of GDP in Singapore for leading a good environment.

Legal Environment :
The macro legal environment is that Singapore is a dependent country. It can develop their whole business with out limit or interference by other Countries.

Also, it is legally set up a business by in Singapore.
Legal operation also lead a stable sustains in the processing of Coffee Club. For example, Labour Law, providing a protection of both employees and business industry.

Legal quantity of producing in Coffee Club also obtain a trust of customers to have a second return to have it. Trade Law gives the limit of corporation in business which can stop the crime occurring in harming the business.

Technological Environment :
The technological environment is pretty good in Singapore.
There are enough technological information for producing the machine and then the food.

The also have the information for making the food healthy and tasty which you could prevent from tasting it.Coffee Club can using the coffee the beans by using Coffee Machine which can save a lot of time for servicing .

Washing technology is also perfect. How to make all the tableware clean is a way to prevent the spread of disease. Clean tablewares can make customer have a cup of coffee trustily.

Political Factors in Environment:
Coffee Club has a political environment as the stability of government. The stability of government can lead to a stable business environment for trading and mechanizing. Thus, a good business needs a stable of political factors of governments.

Free trade agreements is also another factors in Coffee Club. If they can trade freely, that is to say ,the can set up business less limited in China, U.S. or other proper places.

Importing or Exporting policies can also affect the business directly. If the tax of the original products or materials are higher than the revenue they receive, no marginal profit they can make form the whole business. That is the single of failure in business which lead to bankruptcy at the end.

SWOT Analysis Performing In Coffee Club

SWOT analysis is a tool for auditing an organization and its environment. It is the first stage of planning and helps marketers to focus on key issues. SWOT analysis is a strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture.

It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieve that objective. Strengths and weaknesses are internal factors. Opportunities and threats are external factors.

The SWOT analysis is often used in academiato highlight and identifies strengths, weaknesses, opportunities and threats. It is particularly helpful in identifying areas for development

Strengths: characteristics of the business or team that give it an advantage over others in the industry.

Weaknesses: are characteristics that place the firm at a disadvantage relative to others.

Opportunities: external chances to make greater sales or profits in the environment.

Threats: external elements in the environment that could cause trouble for the business.

The aim of any SWOT analysis is to identify the key internal and external factors that are important to achieving the objective. These come from within the company’s unique value chain. SWOT analysis groups key pieces of information into two main categories:

Internal factors – The strengths and weaknesses internal to the organization.

External factors – The opportunities and threats presented by the external environment to the organization.

In SWOT, strengths and weaknesses are internal factors.

Strength could be:

• Your specialist marketing expertise.

• A new, innovative product or service.

• Location of your business.

• Any other aspect of your business that adds value to your product or service.

Generally, Coffee Club increases its product or service in the city centre, in order to attract more customers.

A weakness could be:

• Lack of marketing expertise.

• Undifferentiated products or services (i.e. in relation to your competitors).

• Location of your business.

• Damaged reputation.

However, Some Coffee Club sometimes lack of marketing expertise, it discourage development.

In SWOT, opportunities and threats are external factors.

An opportunity could be:

• A developing market such as the Internet.

• Mergers, joint ventures or strategic alliances.

• Moving into new market segments that offer improved profits.

• A new international market.

In the current society, many Coffee Club promote their products and services on the Internet. It creates more opportunities to develop and improve itself development.

A threat could be:

• A new competitor in your home market.

• Price wars with competitors.

• A competitor has a new, innovative product or service.

• Competitors have superior access to channels of distribution.

With the development of the technology and economy, the Coffee Clubs’ competitors will become more and more. It causes threats in the Coffee Club industries.

Examples – SWOT Analysis


Coffee Club is a very successful company. Sales of its products had increased. So it gives the company access to a whole new series of segments that buy into other parts of the brand. A sale of its snacks is also very strong, which represents a huge contribution to income for Coffee Club. Brand is all-important. Coffee Club is one of the most established and healthy brands in Singapore, and has a very loyal set of enthusiastic customers that advocate the brand.


It is reported that the Coffee Club may have a familiar desert menu with other coffee house. The company has commented a batch of its desert which has no much more creative serious. This is the weakness of its whole business for attracting customers.


Coffee Club has the opportunity to develop its international operation into the Europe. As we know, Europeans are very fond of drinking coffee during for relaxing time. The wonderful tasting and perfect business system can lead another success in both European and North America.


The biggest threat to Club Coffee s is the very high level of competition in the coffee house markets. Being successful attracts competition, Coffee Club need to do a specific research and developing marketing in order to retain its competitive position .

New Employees Introduced To Company

Here are some recommendations:

First, a tourist or a visiting activities should be organized for the new employees to acknowledge the whole working of the industry in Coffee Club Company. This visit can lead the new employees master the whole process and their future position in both work and consideration.

Secondly, a party or a introduction meeting should be held in a proper time of the work. Some new employees can make a simple introduction to others and also some managers can give a short recognition for being familiar with each other. This is positive for new employees to adapt themselves in the flush vacation and rules in company.

Another useful section for new employees to accept rules and business process is a staff-train on the job. A coach or an experienced leader can make a professional lecture and take some point out some important attentions which is acquired during the work controlling and managing in Coffee Club company.

4) Last but not the least, supervisors can print out some posters and show some past-day recording videos to hold the fastest information about what kind of activities having been held during the development of the Coffee Club business industry.

If the new employers can acknowledge the process and business as quickly as possible, a reduce of time-consuming can lead to the business which can directly cause the booming rise in the whole Coffee Club business in both Singapore and other areas. Appropriate Training Method Choosing In

Coffee Club

On-the-job training :

I) Job rotation: Job rotation is a way to manage technique that assigns trainees to various jobs and departments over a period of a few years. Surveys show that an increasing number of companies are using job rotation to train employees.

For example, If the coffee club open 24 hours, but the person cannot always work for 24 hours, so the Coffee Club must be arranged by two group waiter and waitress to switch the job types.

II) Understudy assignments: If the employee are working, but suddenly have some accident or the body feel uncomfortable, the management have to change another person continue working.

Understudy assignment gives a means for staff to both doing work and learning. A coach or a mentor giving a lecture to other employees can lead that the staff master the skills quickly and correctly in Coffee Club.

III) Job enlargement : Job enlargement is is a way to assigning more related duties during the work. The staff can doing various kind of work for acquiring the skillful points for working.

For example, a waiter in Coffee Club can also stand in the front to do the reception or produce the desert when he or she is workness. But this possibly will increase the amount of the work during the whole day.

Off-the-job training:
I) Classroom lectures: In coffee club, the employees not only know how to service customer, but also need understand the theoretical knowledge. Then can service customer do their best.

This is suitable for theoretical knowledge delivery in Coffee Club. Staff sit here only to study is effectively. Taking their heart to learn saves a lot of time for wasting on training.

II) Films and videos: when the mentor delivery the theoretical knowledge to employees, maybe they cannot understand, so the mentor can show some films and videos, they will be learn as possible as quickly.Waiters or waitress sometimes for flexibility to master techniques, they usually do simulation exercises and they can get rich experience.

III) Vestibule training: A procedure used in operator training in which the training location is separate from the main productive areas of the plant; includes student carrels, lecture rooms, and in many instances the same type of equipment that the trainee will use in the work station. i.g. In coffee club, the coffee cook and pastry cook must through professional training and have a good ability for cooking.(Gary Dessler, Human Resources Management, 1941)

Training for service staff and non service staff
For services staffs in Coffee Club, on the time training methods like job rotation, understudy assignment or films and videos are prosper for them as they need the practical experience more than theories .

But for the non services staff, the other method like classroom lectures, Vestibule training, simulation exercises are better as the opposition as above.


Overall, Coffee Club is taking a pride position in making and selling coffee and desert. Its strong existing Corporate strategies and proper macro environmental influences lead to its big success.

Discussing through its SWOT analysis show the strengths, weakness, opportunities and threats clearly. These four factors can help to increase and improve its future business either in Singapore or other distracts.

At last, we recognize the structure of training system in Coffee Club to know how this chain shop operated in 23-outlets. How Human Resource Department mature the staff services is a good reflection of a company’s operation. It is all these factors make Coffee Club so wonderful place for people to enjoy their relaxing time by its tasty coffee.


I) Robbins, S. P.&DeCenzo, D, A 2001, Fundamentals of Management, 5th edn, Prentice Hall, Upper Saddle River, New Jersey

II) Kotler,P.& Armstrong, P 2001, Principle of Marketing, 9th edn, Prentice Hall, Upper Saddle River, New Jersey

III) Holt, D, H, &Franklin, S,G, 2004, Management Principle and Practise, 3th edn, Homewood, Llinols

IV) Terry, G. H. &Franklin, P. Principle of Management, 8th edn, Irwin, Inc, Cliffs, New Jersey

V) Gary Dessler, Human Resources Management, 10th edn,Lric,Inc, Upper Saddle River, New Jersey

VI) My paper, 1st page, 25th of July, Coffee Club Activities

VII) Testbook of East Asia Institutions of Management, Principle of Management Q3, 2011

VIII) Poster of Coffee Club in Orchard

X) Tourism & Advising Section on the board of news

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