2. BSBINM601 - Coffeeville case study.pdf - Canterbury...

Canterbury Technical Institute
CRICOS Code – 02938M RTO No: 31645
BSBINM601 - Manage knowledge and information-V2020.1-032020 © Canterbury Technical Institute - 2020 | Page 1 of 15
Table of contents
1. COFFEEVILLE – GENERAL INFORMATION 2
CoffeeVille – your brief 2
CoffeeVille – general information 2
The business 2
Business goals and objectives 2
Expansion timeline 3
The CoffeeVille team 3
Market analysis 3
2. COFFEEVILLE FINANCIAL PERFORMANCE DATA 5
CoffeeVille business information 5
Business environment 5
Business performance 5
3. COFFEEVILLE CUSTOMER FEEDBACK 10
Customer and marketing information 10
CoffeeVille customer information 10
Impact marketing survey results December 1 – 4, 2014 11
4. COFFEEVILLE TEAM MEETINGS 13
Management and team meeting summaries 13
Meeting summaries 13

Canterbury Technical Institute
CRICOS Code – 02938M RTO No: 31645
BSBINM601 - Manage knowledge and information-V2020.1-032020 © Canterbury Technical Institute - 2020 | Page 2 of 15
1. Coffeeville – General information
CoffeeVille
R ufus and Emma Belcastran, CoffeeVille’s owners, have approached you for assistance. The business has
been profitable and steadily expanding for the last 4 years. However, recently expenses have started to climb
and sales are dropping. In the last 3 months they have started to address the issue of rising expenses by
evaluating and updating procedures and work practices to reduce costs. So far, their efforts have not had a
significant impact on expenditure and their sales revenue continues to be below budget forecasts.
It’s January 2016 and all fo ur stores are closed for a summer break. Emma and Rufus are using the down
time to assess their business’s operational and financial sta tus in preparation for the year ahead.
They have asked you to help them analyse their business and the external environment to identify potential
reasons for their declining sales. Initially, they want you to review and analyse their business data and
information to determine if there is a cause for their concern – what problem/s or issue/s there are and what
information is needed to conduct further analysis to enable decisions to be made.
CoffeeVille – general information
The business
CoffeeVille supplies high quality, fair trade coffee and superior hot and cold gourmet food and beverages to
customers in Melbourne’s central business district (CBD). Customers are served by well trained,
knowledgeable staff who provide fast and friendly service. It is owned and managed by partners Emma and
Rufus Belcastran. They opened their first store in 2009 and have since expanded to four coffee shops in and
around the CBD.
Business goals and objectives
● Increase revenue through targeted marketing campaigns.
● Control direct and indirect operational costs.
● Maintain superior product and service standards.