CASE ON RUPALI CASE ON RUPALI CAFECAFE

CASE ON RUPALI CASE ON RUPALI CAFECAFE

-MAHAK CHOPRA (MBA 4518/09)-MAHAK CHOPRA (MBA 4518/09)

-APRAJITA MINOCHA (MBA 4520/09)-APRAJITA MINOCHA (MBA 4520/09)

• PROBLEM• THE CASE • BOUNDARY LIMIT• ASSUMPTION• POSSIBLE SOLUTION and THEIR

EVALUATION• SELECTION OF BEST SOLUTION• CONCLUSION

PROBLEM• The main problem in the case is

Vinita and Vilas have to prepare a market feasibility report which includes the study of market behavior, determination of the market size, test marketing, advertising etc

THE CASE • Vanita is presently pursuing MBA. Her family runs the very old

and famous RUPALI café in front of Wadia group of college’s campus.

• Timings-> 7-10 am in morning & 12-5pm noon • Clients-> Mostly caters to the students and staff of adjoining

colleges.• Vanita along with classmates Vilas and Victor intend joining

the RUPALI Café business as they are brimming with new ideas to give boost to the business.

• Vinita’s father is ready to go with the new concept provided the plan that is proposed should give the rationale behind each step, the cost and time required for implementing the steps, anticipated income from the activity before the proposal is considered

BOUNDARY LIMIT• Students usually have limited

disposable money.• Rupali Café has been popular for

Clean atmosphere and pure vegetarian menu.

• Café located on campus area.

ASSUMPTIONS• Assuming that the college is located in city• There is no religious provocation associated

with serving of non-vegetarian items.• There is no ban on alcoholic drinks.• Students in majority are from urban cities and

are comfortable with concept of social drinking.• Parents and faculty members do not consider

alcohol as a social evil or taboo.• Rupali café is popular among the clg students

POSSIBLE SOLUTION and THEIR EVALUATION

> Continue with present state of affairs i.e serving vegetarian items only.

Introduction of only non-veg snacks but no beer bar.If they go for non vegetarian items

• +ve thing >> they mite increase their consumer base• -ve thingy >> they mite loose a certain segment who are pure

vegetarians and dislike non vegetarian food

• Introduction of both non-veg snacks and beer bar but bar opens only after 5 pm in the evening and non-veg snacks would not be served in morning.

• Need of procuring license for serving alcohol.• Similarly this mite increase their clientele << the positive side• The negative side is there might be loss of clientele + clg

discipline mite be affected

• Imp point to keep in mind is the purchasing power of

the clientele The new dishes that are introduced besides being hygenic and of high quality should be cost effective.

• Besides advertising in front the clg They should also advertise at other places to increase their consumer base n popularity…

• Implementing the new idea wud take a time of approx 3-4 months but during that time also the café should be running successfully

SELECTION OF BEST SOLUTION

• As there are group of colleges, a proper feasibility survey should be conducted to know views & preferences of students about the inclusion of Beer Bar and non-veg snacks at rupali café. After analyzing the survey results if majority of the existing clients are in favour the proposed idea then Beer Bar and non-veg snacks should be added.

• They can serve non veg cuisine during noon & evening time and on spl req in morning and the drinks can be served in late evening timings (say 8-11 pm).

• The cost factor should also be kept in mind as major existing clientele is college students

• Initial promotional offers should be given to students and other customers to attract attention to the newly included offerings.

• Major aim >> inc the consumer base and thus earnings

CONCLUSIONCarrying out an extensive market

feasibility research before introducing any change in the café is of utmost importance to get insight into the customer’s attitudes and preferences.

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