FILLI CAFÉ

The main idea of this report is to find the different strategies that filli
café had usewed to stat well in the market and also give a tough
competition to its competitors. This report will also talk about the
different facilities that were provided by filli café to its consumers.

The filli group of cafes date back to 2003 when Rafih Filli had opened a
small cafeteria in mamzar because he had recently left his fmcg job. On
the other hand filli café has 27 outlets in UAE itself and many more in
different countries. There aim is to open 100 outself in UAE itself within
the 2020. There are more stores which are being opened In London,
Saudi, Qatar, india etc. The main reason why the business started
booming is due to the karak and zaffran tea introduced by Rafih filli in
year 2004, it was a sudden hit and was also loved by the locals very
much. Today filli cafés sell about 50,000 teas a day in the country itself.
Mamzar has been the biggest outlet till date and there are other main
outlets in mankool, burjuman etc as well.

Porters evaluation model (Five Forces, Generic Model and Value Chain)

After I review the porters 5 forces, I can surely say that filli café would
must have faced the problem large competition due to other cafes
nearby. The reason being that is because filli café is also located in the
prime areas where the competitors café are located. If we look at the
porters five 5 forces model, there is a high danger of new participants
entering into the market and also many different substitutes are there
so if filli café wants to stay in the market then constant ubgrades are
required. The purchasers power will be moderate due to many different

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varieties offered so to attact the consumers, customer loyalty is
of utmost importance so for that filli café should provide high
quality products.

Then if we look into porters generic model, filli café works in a wide
and broad market reason being that is in a wide market filli is able to
reduce costs and this will result to increase the profit margin, and also
that for broad market that filli café doesn’t offer a product to a certain
group of people like its done in a narrow market, being in a broad
market is much more difficult because filli café has to please all groups
of people rather than only one. But there is a plus point of also working
in a broad market that their costs of innovation would be low because
they don’t have to please a particular section of people.

Now porters 3rd model which is the value chain model tells us about
the manner in which they work from the 1st stage to the last stage as
though how the food is being served, it also tells us about many
different things like technology, infrastructure etc, that filli café was
using to stand out in front of it competitors and also earn greater profits
and grow the business globally.

If we talk about the market environment that filli café have used is
choosing the right place to setup locations so that a wide variety of
people can come and enjoy and the interiors are also selected in a way
so that people can feel homely , and also filli café has used many
strategies to increase the brand quotient by giving slogans like Tea n
Talk. And the owner believes that he wants people to freely sit and talk
without thinking to order. The café is very much into digital marketing
as well and like to take reviews and feedbacks from the consumers.
Work System Framework by Steven Alter

The work system framework is a diagram that gives us all the 9 various
components that gives a system oriented approach of the systems as
well as the processes that work inside or over an association (Alter
2008). It mainly shows us that where human members work with
machines side by side to utilize information, technologies and resources
to create products and services.

The 3 main things that help a firm to accomplish its goals and also help
to shape a firm are business strategies, environment and infrastructure.

If we think about the filli café, the business strategies play a very
important role to guide them in a good way so that they are able to
achieve their organizational goals and also be able to use the latest
technology and come up with new trends and by this way give a tough
competition to its competitors.

In the case for infrastructure, the café always investigates the human
factor, the resources, and the information, these are the 3 things that a
firm require to work effectively. And in my opinion filli café vey well
maintains its infrastructure and utilizes all the 3 factors to complete the
tasks effectively and also buy from the suppliers and always provide the
best quality of beverage and food dishes to its consumers.

Filli always has an upper hand in terms of environmental factors, due to

the proper cultural and competitive environment.

After business strattgies, infrastructure and environment these factors

are over then comes the participants, information and technology.
These 3 factors help filli café to produce the items and then are served
to the internal and external consumers.