SURVEY REPORT.DOC

DIPLOMA IN MECHATRONICS ENGINEERING

COMMUNICATION SKILLS 2 (EG2013)

SURVEY REPORT On Coffee House

Project Supervisor:Ms Sakun

Cai Ruishu (025819U) –LeaderLin Yalai (021719H)Joyce Cher (025874Y)

Siow Jiong Cheng (024762G)Zheng Ye (023777J)

16 October 2003

Acknowledgements

We wish to express our gratitude to the following:

Our lecturer, Ms Sakun, for providing the format of the survey report and going through of the data of our report.

School of Engineering (Mechatronics) students and lectures by giving their precious time for helping doing the survey.

The coffee companies involve in this report for giving us valuable information about them.

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TABLE OF CONTENTS

Title Page 1

Acknowledgements 2

1. List of Illustrations 4

2. Abstract 5

3. Introduction 6

3.1 Purpose Statement 3.2 Background / Problem3.3 Scope3.4 Method of enquiry

4. Body/Findings/Discussion 7

4.1 History of Spinelli 74.2 History of Coffee Bean 84.3 History of Starbucks 94.4 Spinelli’s Price List 104.5 Coffee Bean’s Price List 114.6 Starbucks’ Price List 124.7 Survey Summary 134.8 Comparison and Analysis 21

5. Conclusion 22

6. Recommendations 23

7. Bibliography 24

8. Appendices 25

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LIST OF ILLUSTRATIONS

Fig. 1 Logo of Spinelli Page 7Fig. 2 Logo of Coffee Bean Page 8Fig. 3 Logo of Starbucks Page 9Fig. 4 Pie chart for survey question 1 Page 13Fig. 5 Pie chart for survey question 2 Page 13Fig. 6 Pie chart for survey question 3 Page 14Fig. 7 Pie chart for survey question 4 Page 14Fig. 8 Pie chart for survey question 5 Page 15Fig. 9 Pie chart for survey question 6 Page 15Fig. 10 Pie chart for survey question 7 Page 16Fig. 11 Pie chart for survey question 8 Page 16Fig. 12 Pie chart for survey question 9 Page 17Fig. 13 Pie chart for survey question 10 Page 17Fig. 14 Pie chart for survey question 11 Page 18Fig. 15 Pie chart for survey question 12 Page 18Fig. 16 Pie chart for survey question 13 Page 19Fig. 17 Pie chart for survey question 14 Page 19Fig. 18 Pie chart for survey question 15 Page 20Fig. 19 Pie chart for survey question 16 Page 20

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ABSTRACT

Coffee can only be bought in Food Junction and canteens in NYP. Therefore, we decided to do a survey with fifty students and lecturers from the school of Engineering(Mechatronics) to see if they would like to have a coffee house in school where different varieties of coffee will be served. We concluded that Coffee Bean was the most popular coffee house preferred after detailed comparison and analysis of the survey. If there were to be a coffee house in school, we would recommend Coffee Bean.

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Introduction

1.1 Purpose StatementThe Purpose of this survey report is to find out what are the students of SEG Mechatronics choice for coffee house.

1.2 Background / ProblemThere is no good coffee in Nanyang Polytechnic. There is also no wide of variety of coffee selection in Nanyang Polytechnic. Coffee is just sold in the canteen and they are not to many students’ liking in majority as it lacks of flavour.

1.3 ScopeThis survey is only limited to the School of Engineering (Mechatronics) only. Three coffee companies would be compared. The areas being compared are prices, ambience, types of coffee and the location they would like for a coffee house in school. Lecturers are also asked to join in the survey, as they would also be patronizing the coffee house in the future.

1.4 Method of Enquiry Information would be gathered from the Internet, from coupon booklets, from media presses and from magazines. The sampling designed used would be area sampling because the survey would be only be conducted in the school of Engineering (Mechatonics). It would thus be a cost effective and useful survey concerns decisions regarding location for a coffee house. Fifty people comprising of students and lecturers from the School of Engineering (Mechatronics) will be surveyed. The survey would be done during school lunch breaks.

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Body/Findings/Discussion

History of Spinelli

Fig. 1

Spinelli Coffee Company originated in San Francisco. Its first Singapore outlet opened its doors at the Amara Shopping Centre in February 1996, followed rapidly by Change Alley, the Heeren and Robinson Point.

Spinelli’s roots are in the purveying, roasting, selection and serving of premium arabica coffees. Its Singapore stores are an inviting combination of fine coffees and fresh baked goods with simple yet colourful interiors. Each site is designed to fit the feel of its location, giving a neighbourhood sense of individuality to the outlet. With the majority of outlets located in the banking district or in business parks, its target market tends towards the sophisticated, quality conscious coffee lover.

Quality and freshness are the standards on which they create their success. Staff members are carefully trained in product knowledge and preparation methods. They provide friendly, knowledgeable, professional service, ensuring that customers are served a fresh, full-flavoured cup of coffee each time they visit their stores or purchase their beans.

In December 1998 their state of the art, Probat-fired roasting plant commenced operation. Only the highest-grade arabicas are sourced from throughout the coffee growing world and imported raw for storage in their climate controlled warehouse. These high-grown arabicas are batch roasted each week and delivered fresh to their stores and wholesale clientele.

Supplying a growing number of restaurants, clubs, office pantries as well as individual customers, Spinelli’s obsession with quality and emphasis on customer service has made them a popular choice. Complementary coffee making equipment and condiments are also sold to simplify coffee operations for their customers, whilst training and technical expertise offer professional support.

While dedicated to Asia-wide expansion, Spinelli Coffee Company believes in slow, careful and targeted growth so as to remain focused on quality standards. Franchise enquiries are welcome as they aim to identify partners for their Asian growth and beyond.

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History of Coffee Bean

Fig. 2

Herbert B. Hyman started The Coffee Bean & Tea Leaf ® in 1963 with a dedication to excellence and quality, and his efforts made him the founding father of gourmet coffee in California.

The Coffee Bean & Tea Leaf ® has since grown into one of the largest privately- owned, family-run coffee and tea companies in the world.

The endurance and popularity of The Bean, as it is affectionately referred to by devotees, can be attributed to the high standards that were established from the beginning. From trend-setting drinks like the World Famous Ice Blended®, to the employees who become a part of the communities they work in, The Coffee Bean & Tea Leaf ® has discovered the formula for a successful coffee and tea company.

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History of Starbucks

Fig. 3

Starbucks history dates back to the year 1971 where it opens its first location in Seattle’s Pike Place Market. Ever since, they have sought their exceptional coffee beans from around the world. At Starbucks, they are passionate about coffee. They seek out the finest beans the world has to offer, then carefully roast each and everyone to perfection, so customers can enjoy wonderful single-origin coffees and exclusive signature blends. This commitment to superlative quality is their promise to their customers. The end result is amazing delicious and aromatic Starbucks coffee. Starbucks now have a total current location of 6,294 outlets internationally.

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Spinelli’s Price List

Hot TeaSmall $2.20

Medium $2.40Large $2.60

Hot MilkSmall $2.60


Ice Blended Drinks(Spins, Twist)

SmallMedium $4.60

Large $5.00

Pastries, cookies, sandwiches and

cakes range from $1.00 to $6.00

AmericanoSmall $2.60


LatteSmall $3.70


Today’s Brew Small $2.50


ExpressoSingle $2.50Double $3.00

MacchiatoSingle $2.50Double $3.00

CappucinoSmall $3.40


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Café MochaSmall $4.00


Hot CocoaSmall $2.50


Coffee Bean’s Price List

Hot TeaSmall $3.20

RegularLarge

Café VanillaSmall $4.30

Regular $4.70Large $5.00

Ice Blended Drinks(Mocha, Vanilla,ultimate,blackforest)

Small $4.40Regular $5.40

Today’s Brew Small $2.60Regular $3.00Large $3.40



CappucinoSmall $3.80

Double $4.20

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LatteSmall $3.90


Café MochaSmall $4.30


Hot CocoaSmall $3.30


Starbucks Price List

Hot CocoaShort $3.50Tall $4.00

Grande $4.50

Hot MilkShort $2.60Tall $3.10

Grande $3.50

Tea LattesSmall $3.90

Regular $4.50Large $4.90 Americano

Small $3.00Regular $3.60Large $4.00

Today’s Brew ShortTall $3.30

Grande $3.70



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Ice Blended Drinks(Coffee, Mocha, Rhumba, Caramel,

Expresso)Short $4.40Tall $5.80

Grande $6.10



AmericanoShort $3.20Tall $3.80

Grande $4.20

LatteShort $4.20Tall $4.80

Grande $5.20

Café MochaShort $3.80Tall $4.80

Grande $4,80

Hot TeaShort $2.70Tall $3.00

Grande $3.40Survey Report Summary

Q1: Which coffee club do you prefer?

CappucinoShort $3.80Tall $4.40

Grande $4.80

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Fig. 4

Q2: How many times do you visit a coffee club in a month?

Fig. 5

Q3: How much money do you spend on each visit?

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Fig. 6

Q4: What type of coffee do you prefer?

Fig. 7

Q5: Which environment do you prefer?

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Fig. 8

Q6: How do you like your coffee to be?

Fig. 9

Q7: What is/are your purpose/purposes of visiting a coffee club?

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Fig. 10

Q8: Do you wish to have wireless connection in the coffee club?

Fig. 11

Q9: Who do you usually visit the coffee club with?

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Fig. 12

Q10: How long do you normally stay in a coffee club?

Fig. 13

Q11: How many people do you usually go with?

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Fig. 14

Q12: What do you think of the coffee in NYP?

Fig. 15

Q13: Do you want a coffee club in NYP?

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Fig. 16

Q14: Which coffee club do you hope to have in NYP?

Fig. 17

Q15: If you are only allowed to have one coffee club in our school, where do you want it to be?

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Fig. 18

Q16: Do you have any other comments?

Fig. 19

Comparison and Analysis

1. Coffeebean is the most preferred coffee club with 40%, follow by Starbuck, 38%, Spinelli, 11% and the other coffee clubs, 11%.

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2. 68% of the people visited a coffee club 1 to 3 times per month, 16% not at all, 8% 4 to 6 times, 4% 7 to 10 times and 4% more than 10 times.

3. 54% of the people spent $3 to $5 per visit, 30% $5 to $8, 10% more than $8 and 6% less than $3.

4. 44% of the people preferred Blended Ice, 23% Lattee, 16% Expresso, 7% Tea, 7% other types of coffee and 3% normal coffee.

5. 43% of the people preferred air-conditioned environment, 31% outdoor, 15% with fans and 11% indoor.

6. 38% of the people liked their coffee to be cold, 28% sweet, 22% hot and 12% bitter.

7. 59% of the people visited a coffee club to chit-chat with friends, 19% purely for drinking coffee, 12% studying and 10% dating.

8. 72% of the people wanted to have wireless connection in coffee club and 28% of the people did not want.

9. 67% of the people visited a coffee club with friends, 24% boyfriend/girlfriend, 5% family members, 2% relatives and 2% with other people.

10. 42% of the people stayed in a coffee club for 1hour, 20% 30 to 45 minutes, 18% 45 minutes to 1 hour, 14% 15 to 30 minutes and 6% less than 15 minutes.

11. 30% of the people went to a coffee club with 4 people, 22% 3 people, 20% 2 people, 12% more than 5 people, 10% 1 person and 6% 5 people.

12. 48% of the people had no comments of the coffee in NYP, 24% said that the coffee is tasteless, 24% found it normal and 4% said that the coffee is good.

13. 86% of the people wanted a coffee club in NYP and 14% did not want.

14. 48% of the people wanted Coffeebean in NYP, 38% Coffeebean, 10% Spinelli and 4% others.

15. 42% of the people wanted a coffee club in SEG Canteen, 26% MacDonald, 18% Food Junction, 14% in other parts of NYP.

Conclusion

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We compared the price lists of the three different coffee companies and we found out that Spinelli’s price range was the lowest compared to Coffee Bean and Starbucks. According to the survey carried out, Coffee Bean was the most popular coffee house with 40% votes, followed by Starbucks with 38% votes. Spinelli came in third with 11% votes. These included the comparison of prices, ambience, location and coffee varieties.

Recommendations

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We recommend a Coffeebean coffee house in SEG Canteen. We will write a proposal to the management of NYP and also hand in this survey report to let them know what students think of the coffee in NYP and what coffee houses they would like to have.

Bibliography

We got the information from the following web sites:

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www.coffeebean.com.sg

www.spinellicoffee.com

www.starbucks.com

AppendicesSurvey Form

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http://www.starbucks.com/

http://www.spinellicoffee.com/

http://www.coffeebean.com.sg/

We appreciate very much your response to this survey. Your information will help us in our project. You can voluntarily give us your particulars and contact information so that we can reply to you when needed. Thank you.

Name (optional)

Email address (optional)

Contact number (optional)

Please rate your satisfaction for the following.

1. Which coffee club do you prefer?

2. How many times do you visit a coffee club in a month?

3. How much money do you spend on each visit?

4. What type of coffee do you prefer?

5. Which environment do you prefer? (You can choose more than one option.)

6 How do you like your coffee to be? (You can choose more than one option.)

7 What is/are your purpose/purposes of visiting a coffee club? (You can choose more than one option.)

8. Do you wish to have wireless connection in the coffee club?

9. Who do you usually visit the coffee club with? (You can choose more than one option.)

10. How long do you normally stay in a coffee club?

11. How many people do you usually go with?

12. What do you think of the coffee in NYP? (Tick one only)

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Fine (Normal)Tasteless

> 554

321

> 1 hr45mins - 1 hr

30 - 45 mins15 - 30 mins< 15 mins

Others:______________Boyfriend/Girlfriend

RelativesFriendsFamily members

NoYes

Others:_______________

DatingStudying

Chit-chat with friendsPurely for drinking coffee

BitterSweet

ColdHot

Air-conditionedWith Fans

IndoorOutdoor

Others:______________Normal CoffeeTea

ExpressoBlended IceLattee

> $8

$5 to $8 $3 - $5< $3

Not at allMore than 10

7 - 104 - 61 - 3

OthersSpinelliDome

Coffee Club ExpressCoffeebeanStarbuck

13. Do you want a coffee club in NYP?

14. Which coffee club do you hope to have in NYP?

15. If you are only allowed to have one coffee club in our school, where do you want it to be? (Tick one)

16. Do you have any other comments? If yes, please write down below. Thank you for doing this survey.__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

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SPINELLI’S BLENDS

Original Blend Extra Dark French Mocha JavaSumatra Bambino Blend Mrs D’s BlendHouse Blend Yunnan China

Other part of our school:_____________________MAC Donald

Food JunctionSBM CanteenSEG Canteen

Others:__________________SpinelliDome

Coffee Club ExpressCoffeebeanStarbuck

NoYes

No commentsGood

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COFFEE BEAN BLENDS

Brazilian

SumatraPapua New Guinea

Costa RicaColombian

Espresso House Blend Chocolate

Viennese

http://www.coffeebean.com.sg/coffeebean/product_detail.cfm?mcat=2&prodid=81















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STARBUCKS BLEND

Breakfast Blend House Blend Decaf House Blend

Espresso Roast Colombia French Roast

http://www.starbucks.com/ourcoffees/product.asp?category%5Fname=Bold&product%5Fid=FRE

http://www.starbucks.com/ourcoffees/product.asp?category%5Fname=Smooth&product%5Fid=ESP

http://www.starbucks.com/ourcoffees/product.asp?category%5Fname=Mild&product%5Fid=COL

http://www.starbucks.com/ourcoffees/product.asp?category%5Fname=Mild&product%5Fid=DHB

http://www.starbucks.com/ourcoffees/product.asp?category%5Fname=Mild&product%5Fid=HOU

http://www.starbucks.com/ourcoffees/product.asp?category%5Fname=Mild&product%5Fid=BRK

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SURVEY REPORT.DOC