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School
The University of Nairobi *
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BUSINESS
Subject
Marketing
Date
Nov 24, 2024
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docx
Pages
9
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Scope Overview: Deliverables of the Project
1. Deliverables of the Project (Inclusions)
Cafe Physical Space
o
Detailed design and construction of the cafe space, including layout, furniture,
and aesthetics.
o
Installation of necessary equipment, such as kitchen appliances, seating, and
point-of-sale systems.
Menu Development:
o
Creation and finalization of a diverse and appealing menu catering to the
preferences and dietary needs of the university community.
o
Implementation of pricing strategies and promotional offers.
Staff Recruitment and Training:
o
Hiring of qualified and customer-oriented staff, including chefs, waitstaff, and
managerial roles.
o
Comprehensive training programs to ensure high-quality service and
adherence to cafe standards.
Marketing and Promotion Plan:
o
Development of a marketing strategy to promote the cafe across the university
community.
o
Execution of promotional events and campaigns to generate awareness and
attract customers.
2. What Will Not Be Delivered from the Project (Exclusions)
External Catering:
o
The project does not include provisions for external catering services beyond
the cafe's operational boundaries.
Non-Cafe Related Events:
o
The project does not encompass planning or execution of events not directly
related to the cafe's daily operations, such as university-wide celebrations or
academic events.
Structural Modifications Beyond Cafe Space:
o
The project scope is limited to the construction and design of the designated
cafe space; any structural modifications to adjacent areas or buildings are
excluded.
Supply Chain Management:
o
While the project includes initial inventory setup, it does not involve ongoing
supply chain management, such as procurement negotiations or vendor
relationship management.
Long-Term Financial Planning:
o
The project focuses on the initial setup and launch, excluding detailed long-
term financial planning beyond the cafe's first year of operation.
Note:
This scope overview establishes a clear boundary for the project by defining what is included
(deliverables) and what is excluded. It serves as a foundation for effective project
management and communication with stakeholders. It's essential to ensure alignment
between project objectives and stakeholder expectations.
2
The establishment of the university cafe presents a compelling business case by enriching
campus life, fostering a sense of community, and generating additional revenue for the
institution. The project addresses the current challenge of limited dining options on campus,
offering a vibrant space for social interaction. With an enticing menu and strategic marketing,
the cafe aims to enhance student satisfaction, attract prospective students, and contribute
financially to the university. This initiative aligns with organizational goals, providing a
holistic solution to the identified challenges while positively impacting both the student
experience and the institution's financial sustainability.
3
Background: Contribution to Stakeholder Organization
Strengths (S) Enhancement:
The cafe project leverages the institution's existing strengths by creating a vibrant social hub
within the campus. This not only strengthens the university's community engagement but also
enhances its appeal to current and prospective students. By capitalizing on the institution's
positive reputation and established infrastructure, the cafe contributes to reinforcing the
organization's strengths in fostering a supportive and inclusive environment.
Weaknesses (W) Mitigation:
Addressing the weakness of limited dining options on campus, the cafe project mitigates this
challenge by diversifying food offerings. This initiative transforms a weakness into an
opportunity, ensuring that the university remains competitive in attracting and retaining
students. The cafe acts as a solution to the weakness, contributing to overall student
satisfaction and improving the institution's standing among educational competitors.
Opportunity (O) Capture:
The cafe seizes the opportunity to generate additional revenue for the university. By
strategically pricing and marketing the offerings, the project taps into the potential financial
benefits of the food and beverage industry. This not only adds a new revenue stream but also
aligns with the evolving expectations of students, enhancing the institution's financial
sustainability and resource allocation.
Threats (T) Avoidance:
The project serves as a proactive response to potential threats, such as declining enrollment or
external economic uncertainties. By diversifying income sources through the cafe, the
institution reduces its dependence on traditional revenue streams. This risk mitigation
strategy ensures the university is better positioned to navigate external threats and economic
fluctuations, contributing to long-term stability.
4
Milestone Schedule and Deliverables:
1. Cafe Space Design and Construction:
Milestone 1: Conceptual Design Approval
o
Completion Status:
A detailed conceptual design for the cafe space is approved
by end of Novemeber.
o
Checkpoint:
Ensure alignment with university aesthetic and functional
standards.
Milestone 2: Construction Commencement
o
Completion Status:
Construction begins by December.
o
Checkpoint:
Confirm all necessary permits and approvals are secured.
Milestone 3: Construction Completion
o
Completion Status:
Construction is finalized by January.
o
Checkpoint:
Ensure adherence to design specifications and health regulations.
2. Menu Development and Pricing:
Milestone 4: Menu Concept Approval
o
Completion Status:
A comprehensive cafe menu concept is approved by
January.
o
Checkpoint:
Validate menu items align with target audience preferences.
Milestone 5: Pricing Strategy Finalization
o
Completion Status:
Pricing strategy is finalized by January.
o
Checkpoint:
Ensure competitive pricing while maintaining profitability.
3. Staff Recruitment and Training:
Milestone 6: Recruitment Initiation
o
Completion Status:
Staff recruitment begins by February.
o
Checkpoint:
Verify compliance with HR policies and equal opportunity
practices.
Milestone 7: Training Program Completion
o
Completion Status:
Staff training is completed by February.
o
Checkpoint:
Evaluate staff readiness and competence in service standards.
4. Marketing and Promotion Plan:
Milestone 8: Marketing Strategy Approval
o
Completion Status:
Marketing strategy is approved by March.
o
Checkpoint:
Confirm consistency with university branding guidelines.
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Milestone 9: Promotional Events Execution
o
Completion Status:
Promotional events successfully executed by March.
o
Checkpoint:
Evaluate event effectiveness and community engagement.
5. Grand Opening:
Milestone 10: Cafe Opening
o
Completion Status:
The cafe opens its doors on April.
o
Checkpoint:
Assess initial customer feedback and adjust operations if
necessary.
6
Success Criteria: Deliverable Quality Standards
1. Cafe Space Design and Construction:
Stakeholder Consideration:
o
Completion Status:
The physical space meets the approved design, creating an
inviting and functional environment.
o
Quality Standards:
Compliance with university aesthetic standards.
Adequate seating and circulation space.
Adherence to health and safety regulations.
2. Menu Development and Pricing:
Stakeholder Consideration:
o
Completion Status:
The menu is diverse, appealing, and aligned with
stakeholder preferences.
o
Quality Standards:
Varied options catering to different dietary needs.
Pricing that is competitive within the campus market.
3. Staff Recruitment and Training:
Stakeholder Consideration:
o
Completion Status:
The cafe is adequately staffed, and the team is well-trained
in customer service.
o
Quality Standards:
Recruitment based on experience, qualifications, and customer-centric
attitude.
Completion of comprehensive training programs.
4. Marketing and Promotion Plan:
Stakeholder Consideration:
o
Completion Status:
The marketing strategy effectively promotes the cafe and
engages the university community.
o
Quality Standards:
Consistent branding in all promotional materials.
Successful execution of promotional events.
5. Grand Opening:
Stakeholder Consideration:
o
Completion Status:
The cafe opens smoothly, and initial customer feedback is
positive.
o
Quality Standards:
Timely service during the grand opening.
Positive customer reviews and satisfaction surveys.
7
Risks and Assumptions for the Cafe Project:
Risks:
1.
Construction Delays:
o
Nature:
Unforeseen weather conditions or permit delays.
o
Mitigation:
Regular project monitoring and proactive engagement with
construction teams.
2.
Menu Unpopularity:
o
Nature:
Low acceptance of menu items by the target audience.
o
Mitigation:
Conduct thorough market research and involve stakeholders in
menu selection.
3.
Staff Turnover:
o
Nature:
High turnover rate leading to understaffing.
o
Mitigation:
Implement employee retention strategies and maintain a robust
recruitment pipeline.
4.
Regulatory Approval Issues:
o
Nature:
Delays or rejections in obtaining necessary licenses.
o
Mitigation:
Engage early with regulatory bodies, ensuring compliance at every
step.
5.
Marketing Strategy Ineffectiveness:
o
Nature:
Low engagement or interest in promotional activities.
o
Mitigation:
Regularly assess and adjust marketing strategies based on real-
time feedback.
6.
Budget Overruns:
o
Nature:
Unexpected costs in construction, staffing, or marketing.
o
Mitigation:
Develop a contingency budget and conduct ongoing financial
monitoring.
7.
Health and Safety Violations:
o
Nature:
Failure to meet health standards during construction or operation.
o
Mitigation:
Regular inspections and adherence to industry health and safety
guidelines.
8.
Menu Supply Chain Disruptions:
o
Nature:
Issues with the timely and consistent supply of menu ingredients.
o
Mitigation:
Establish reliable supplier relationships and maintain backup
suppliers.
9.
Community Opposition:
o
Nature:
Resistance from local community members to the cafe's presence.
o
Mitigation:
Engage with the community early, address concerns, and
communicate the positive impacts.
10.
Unexpected Market Competition:
o
Nature:
Emergence of new competing food establishments on campus.
o
Mitigation:
Regularly monitor the market, adjust the menu, and enhance
promotional efforts.
Assumptions:
1.
University Support:
o
Nature:
Assumption of continuous support from the university administration.
o
Verification:
Regular communication and alignment with university priorities.
2.
Student Interest:
o
Nature:
Assumption that students are interested in the cafe concept.
o
Verification:
Conduct surveys and focus groups to gauge student preferences.
3.
Marketing Reach:
o
Nature:
Assumption that marketing efforts will effectively reach the target
audience.
o
Verification:
Monitor engagement metrics and adjust strategies as needed.
4.
Availability of Qualified Staff:
o
Nature:
Assumption that a pool of qualified staff is available for recruitment.
o
Verification:
Maintain strong connections with educational institutions and
industry networks.
5.
Stable Economy:
o
Nature:
Assumption of a stable economic environment for sustained customer
spending.
o
Verification:
Regularly assess economic indicators and adjust business
strategies accordingly.
6.
Menu Acceptance:
o
Nature:
Assumption that the selected menu items will be well-received.
o
Verification:
Conduct taste tests and pilot menu offerings before full
implementation.
7.
Effective Training Programs:
o
Nature:
Assumption that the training programs will adequately prepare staff.
o
Verification:
Monitor staff performance post-training and address any gaps.
8.
Favorable Weather Conditions:
o
Nature:
Assumption that construction will not be significantly impacted by
adverse weather.
o
Verification:
Monitor weather forecasts and adjust construction schedules as
needed.
9.
Positive Community Engagement:
o
Nature:
Assumption that the community will welcome the cafe.
o
Verification:
Engage in ongoing community dialogue and address concerns
promptly.
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10.
Consistent Supplier Performance:
o
Nature:
Assumption that menu ingredient suppliers will consistently meet
demand.
o
Verification:
Regularly assess supplier performance and diversify sources if
needed.
8
The financial resources for the cafe project include a budget of $350,000 covering construction, staff
salaries, and initial inventory. Human resources involve a team of 10 full-time and 5 part-time staff,
each selected for their expertise and commitment to customer service. Materials and machinery
encompass kitchen appliances, furniture, and point-of-sale systems. Other resources include
marketing materials, permits, and ongoing operational expenses. These resources collectively
support the establishment, operation, and promotion of the cafe, ensuring a well-rounded approach
to project implementation and sustainability.
9
Stakeholders for the Cafe Project:
Internal Stakeholders:
1. Sponsor's Organization (Members):
Description:
The university administration and key decision-makers providing
financial backing and strategic support for the cafe project.
Interest:
Financial success, enhanced campus life, positive impact on the university's
image.
2. Project Team's Organization (Members):
Description:
The internal team responsible for the day-to-day management and
execution of the cafe project, including project managers, construction teams, and
administrative staff.
Interest:
Successful project completion, adherence to timelines, and effective
collaboration within the team.
External Stakeholders:
3. University Faculty and Staff:
Description:
Individuals from academic and non-academic departments within the
university.
Interest:
Accessible dining options, potential collaborations with the cafe for events or
programs.
4. Students:
Description:
The primary clientele and key beneficiaries of the cafe services.
Interest:
Diverse and appealing menu options, a comfortable and social space,
affordability.
5. Local Suppliers:
Description:
Businesses providing ingredients and materials for the cafe.
Interest:
Consistent orders, timely payments, and a successful long-term partnership.
6. Regulatory Bodies:
Description:
Authorities responsible for issuing permits and ensuring compliance with
health and safety regulations.
Interest:
Adherence to regulatory standards, timely submission of required documents.
7. Local Community:
Description:
Residents and businesses in the surrounding area.
Interest:
The cafe's impact on the community, potential benefits or concerns regarding
noise, traffic, or aesthetics.
8. Potential Investors or Donors:
Description:
Individuals or organizations interested in investing or donating funds to
support the cafe project.
Interest:
Project viability, potential return on investment, or alignment with
philanthropic goals.
9. Competing Businesses:
Description:
Other food establishments on or near the university campus.
Interest:
Monitoring the impact of the cafe on market dynamics and competition.
10. Local Health and Safety Inspectors:
-
Description:
Officials responsible for ensuring
the cafe complies with health and safety regulations. -
Interest:
Regular inspections,
adherence to health and safety standards.
Note:
Effective communication and engagement with these stakeholders are essential for the
success of the cafe project. Regular updates, feedback sessions, and addressing concerns
contribute to positive relationships and project outcomes.
10
Team Operating Principles for the Cafe Project:
1.
Open Communication:
o
Guideline:
Foster a culture of transparency and open dialogue within the team.
o
Rationale:
Enhances collaboration, problem-solving, and ensures everyone's
voice is heard.
2.
Collaborative Decision-Making:
o
Guideline:
Involve all team members in decision-making processes.
o
Rationale:
Leverages diverse perspectives and ensures collective ownership of
project outcomes.
3.
Task Ownership and Accountability:
o
Guideline:
Clearly define individual roles and responsibilities.
o
Rationale:
Promotes efficiency, minimizes confusion, and ensures
accountability for tasks.
4.
Respect for Diverse Perspectives:
o
Guideline:
Embrace and value the unique contributions of each team member.
o
Rationale:
Enhances creativity, innovation, and a positive team culture.
5.
Adaptability and Flexibility:
o
Guideline:
Embrace change and be adaptable to unforeseen challenges.
o
Rationale:
Enables the team to navigate uncertainties and adjust to evolving
project requirements.
6.
Regular Team Check-Ins:
o
Guideline:
Schedule regular team meetings for updates, feedback, and
planning.
o
Rationale:
Enhances communication, maintains alignment, and ensures
everyone is on the same page.
7.
Constructive Feedback Culture:
o
Guideline:
Encourage constructive feedback and provide it in a respectful
manner.
o
Rationale:
Facilitates continuous improvement and professional growth
among team members.
8.
Proactive Problem-Solving:
o
Guideline:
Address challenges promptly and collaboratively.
o
Rationale:
Prevents issues from escalating and contributes to a solution-
oriented team culture.
9.
Recognition and Celebrations:
o
Guideline:
Acknowledge individual and team achievements.
o
Rationale:
Boosts morale, motivates the team, and reinforces a positive
working environment.
10.
Clear Communication Channels:
o
Guideline:
Establish clear communication channels for project updates and
discussions.
o
Rationale:
Reduces miscommunication, ensures timely information flow, and
maintains project momentum.
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