Organization Chart

Impresso Espresso Café uses an organizational structure based on function in the

organization. The café is divided into marketing, administration, operating and
financial. This structure suits Impresso Espresso Café as this organization
emphasizes functional specialties to perform tasks. The organizational structure
will cover all aspects of the management as a business entity. Below illustrates our
proposed structure.
 Manpower Planning
Impresso Espresso Café has five paterns and they manage, contact and
execute operations of the business as shown in table below. The café
manpower planning listed as follow:

Position Number Of Personnel

General Manager 1
Administration Manager 1
Marketing Manager 1
Operating Manager 1
Financial Manager 1

 Schedule Task And Responsibility

Each manager has their own responsibilities to execute the operations of the
business. It is very important for every manager to know their tasks and
responsibilities in the café as it will guide them in accomplishing their job.
Table below describe the tasks and responsibilities of every position. The
following functions and responsibilities have been identifies and will be
delegated to the respective individual to ensure the smooth operation of the
business.
 Task/Position Responsibility
 Complete management responsibilities in
ensuring the café objectives and mission can
be achieved according to plan.
 Supports motivation of employees in
organization products or programs and
General Manager operation.
 Looks at the future for change opportunities.
 Overseas the overall operations organization.
 Analyze monthly report of every department.
 Update and maintain database with accurate
client information.
 Controlling the financial expenses for
administration department.
Administration  Identify and inform the duties every
Manager department.
 Management of staff’s salary payment,
bonuses and incentive, EPF and SOCSO.
 To set a strategic marketing plan for the
company and identify new marketing
opportunities.
 Promoting the products and services of the
business to the customers.
Marketing Manager  Analyze SWOT (Strength, Weakness,
Opportunity and Threat) of the company and
strengths and weaknesses of our competitors.
 Prepared the department report and submit to
the top manager.
Operating Manager  Manage the quality of products and ensure
problems are handled efficiently.
 To set a rules and procedures for staff to
follow in order for department run smoothly.
 Manage and determine the operation cost
adequate with the café budget.
 Task/Position Responsibility
Financial Manager  Manage and control the overall
budget, expenses and profits of
the café.
 Prepare monthly and annual cash
flow and income statement.
 Researching and reporting on
factors influencing the business
performance.
 Managing a company’s financial
accounting, monitoring and
reporting systems

MARKETING PLAN
We intends to maintain an extensive marketing campaign that will ensure visibility
for the business in its location. Below is an overview of the marketing strategies
and objectives that we will use once he launches Impresso Espresso Café.

 Marketing Objectives
 Implement a local campaign with the café targeted market via local
newspapers, advertisements and many other advertising.
 To provide reviews and articles about the café grand opening.
 To provide business profile to potential large customers such as
companies to gain control provider prolonged.
 To compete with other competitors in the Petaling Jaya area.

 Describe of Product or Services

Table below describes the products and services offered by Impresso
Espresso Café and the price for our product or service.

Product/Service Price (RM)

Mint Chocolate 5.25
Jasmine Tea 4.00
 Target Market
The target market of Impresso Espresso Café is comprised of the residents of
the housing area in Petaling Jaya and workers in the government and private
sectors in Petaling Jaya. There are also many families and students who are
living in that area.

 Market Size
There are two major market segments within this target area. The first
segment consists of workers who are working in that area and the second
segment is students who are studying nearby colleges, schools and
polytechnics.

The first segment consists of workers who are working in the companies
around Petaling Jaya. The second segment is about 1, 000 to 3, 000 students
who are studying in colleges, schools and polytechnics. A survey showed
that the first segment makes purchases above RM200 per month.

All the data was obtained using three methods. Firstly, we made an
observation of the market size of the business. Secondly, we interviewed
some workers and students to get further information around that area.
Lastly, we used questionnaires to get some information in order to build our
plan.

 Competitors
It is very important for Impresso Espresso Café to identify our competitors.
Competitors refer to other business that offer similar product or services.
Based on a market survey, we found that there are three competitors for our
business, which are Paparich, Starbucks and Old Town White Coffee. Table
below shows the strengths and weaknesses of our café and competitors.
 Competitors Strengths Weaknesses
Paparich  Friendly service  Lack of staff
 Have more  Small premises
experience
Starbucks  Has been well  Unattractive
known by the environment
customers  Narrow
 Has operates for
many years
Old Town White  Well known by most  Expensive
Coffee of the customers  Lack of equipments
 Location business in
the middle of
resident
Impresso Espresso Café  Affordable price  New in the market
 Good promotions
 Product quality
 Attractive
environment

 Marketing Strategies
We are an owner Partnership intends on using a number of market strategies
that will allow Impresso Espresso Café to easily target families, students and
workers within targeted market. We also provide a uniform to workers as
creating corporate image to the café that became the trademark of good
customers. Below is the description of how the business intends to market its
services to the general public.

 Promotion and Advertising Strategy

 Location – The café will be located in SS 2/61 Petaling Jaya,
SS2 Petaling Jaya, 47300, Selangor which is nearby residential
areas, work place, colleges, schools and polytechnics.. We will
have a signboard over our entrance.
 Business Cards – We will give business cards to promote our
café to our customers around Petaling Jaya.
 Website
 We will stay current with industry trends and have a webpage,
Facebook page and Instagram page. Our menu, map and hours
of operation will be easily accessed. In the future we may
consider fax or email orders as well as phone application.

 Pricing
 We provide quality foods and drinks at reasonable prices with
exemplary services. The café also always in accordance with
changes in the economy and the requirement to stay
competitive services and customers acceptance. As a new
start-up we can currently control employee cost by hiring
family members or owner partnership who will work for long
and reduced wages.