Table of ContentsPagesExecutive Summary2Introduction3Business Analysis:Market Analysis4Competitive Analysis6SWOT6Target Market7Financial Analysis7Problem Identification & Definition7Solutions to the key problems8Implementation Plan9Project Management Plan11Measurement/Tracking & Contingency Plan12
Executive SummaryReceiver Coffee has been in operations for eight years, primarily in Prince Edward Island (PEI). The company prides itself in the quality of coffee it provides to its customers on both a retail and wholesale basis. The business was analyzed using:1.PEST2.Porter FIVE forces3.Competitive analysis4.SWOT5.Financial analysis6.Target market analysis. The result of this shows that Receiver Coffee is in a competitive market, but their unique, high quality beans and process gives them a competitive edge over their competitors. The main problem that is affecting Receiver Coffee is expanding into new markets in Ontario and Quebec and increasing wholesale revenue. The best solution for Receiver Coffee is to seek outside investors or bank loans for further expansion into these markets. You will find below the relevant decision criteria that led to this solution, as well as all of the potential benefits. An implementation plan was also prepared for:1.Operations2.Finance3.Human resources4.Marketing Finally, a GANT chart was utilized to outline the key project milestones and the duration of the project. The project will last approximately 150 days and can be completed by May 18th, 2021 if it is started on October 21st, 2020. This timeline is key as the project will be completed in time for the busy season (June-October). Should Plan A fail, a viable Plan B for Receiver Coffee will be to Franchise. Page | 1
IntroductionReceiver coffee was founded in June 2012, in Charlottetown, Prince Edward Island. They offer specialty coffee that was not previously available in PEI. The company had three key goals:To provide coffee that is sweet, exciting, and ethically sourced.To create unique, delicious food and baked goods.To cultivate community.The company grew from a small coffee processing firm to its current size due to its commitment to achieving these objectives. Other key facts about Receiver Coffee:The company was first named Row 142 when it was established in 2012.In 2014 Row 142 moved their location to Victoria Row, Charlottetown’s main tourist attraction, and changed their name to Receiver Coffee.A second location was opened in June 2017. Here, Receiver Coffee could both runa café, and roast the coffee for both locations.Receiver Coffee also acquired Breadworks in 2017. Breadworks was one of the only organic bakeries in PEI, and Receiver Coffee accounted for 55% of their annual revenue.