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MINI PROJECT ON THE STRATEGIC FIT OF

CAFÉ COFFEE DAY

MINI PROJECT REPORT

Submitted in partial fulfillment of the

requirements for the award of degree of

MASTER OF BUSINESS ADMINISTRATION

Of the University of Kerala

Submitted by

SIJIN PUSHKARAN

CET SCHOOL OF MANAGEMENT

COLLEGE OF ENGINEERING TRIVANDRUM

DECEMBER 2014

INTRODUCTION

Café Coffee Day (abbreviated as CCD) is an Indian café chain owned by Amalgamated Bean Coffee Trading Company. Amalgamated bean coffee trading company (ABCTC) is a Chikmagalur based company which grows coffee in its own estates of 12,000 acres (4249 hectares). It is the largest producer of Arabica beans in Asia exporting to various countries including USA, Europe and Japan. Café Coffee Day was started as a retail restaurant arm of ABCTC in 1996. The first CCD outlet was set up on July 11, 1996, at Brigade Road, Bangalore, Karnataka. It rapidly expanded across various cities in India adding more stores with more than 1000 cafés open across the nation by 2011. The company is known for being vertical integrated to cut costs: from owning the plantations, growing the coffee, making the coffee machines to making the furniture for the outlets. As of September 2014, there are 1640 outlets across 29 states of India. Cafe Coffee Day has also recently expanded outside India with its outlets in Karachi, Vienna, Dubai and Prague. It is the pioneer of the café culture and the first to launch the ‘coffee bar’ concept in India. The average footfall is 200 per day.

STRATEGIC FIT

COMPETITIVE STRATEGY

Responsive

Café coffee day has always emphasized on providing quality products, which consistently meet the needs of their customers and ensure a value-added relationship, ensuring total customer satisfaction.

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