Post on 13-Feb-2017
UNIVERSIDAD TÉCNICA DE AMBATO
FACULTAD DE CIENCIAS HUMANAS Y DE LA
EDUCACIÓN
CARRERA DE IDIOMAS MODALIDAD PRESENCIAL
PORTFOLIO
“BUSINESS I”
Fourth Semester
Student: Erika Jimena Vaca Rivera
Profesor: Mg. Edgar Encalada Trujillo
AMBATO – ECUADOR
October 2015
TABLE OF CONTENTS.
MISIÓN (MISION STATEMENT) ....................................................................................... 3
VISIÓN (VISION STATEMENT) ......................................................................................... 3
PERFIL DEL EGRESADO .................................................................................................... 4
CURRICULUM VITAE ........................................................................................................ 6
STATEMENT OF PERSONAL LEARNING GOALS ......................................................... 8
SÍLABO ................................................................................ ¡Error! Marcador no definido.
Evidence 1 ............................................................................ ¡Error! Marcador no definido.
Evidence 2 ............................................................................ ¡Error! Marcador no definido.
Evidence 3 ............................................................................ ¡Error! Marcador no definido.
Evidence 4 ............................................................................ ¡Error! Marcador no definido.
Evidence 5 ............................................................................ ¡Error! Marcador no definido.
Final Essay ............................................................................ ¡Error! Marcador no definido.
FACULTAD DE CIENCIAS HUMANAS Y DE LA EDUCACIÓN
CARRERA DE IDIOMAS
MISIÓN (MISION STATEMENT)
Formar profesionales líderes competentes, con visión humanista y pensamiento crítico a través de la Docencia, la Investigación y la Vinculación, que apliquen, promuevan y difundan el conocimiento respondiendo a las necesidades del país.
VISIÓN (VISION STATEMENT)
La Carrera de Idiomas de la Facultad de Ciencias Humanas y de la Educación de la Universidad Técnica de Ambato por sus niveles de excelencia se constituirá como un centro de formación superior con liderazgo y proyección nacional e internacional
PERFIL DEL EGRESADO
Al concluir la Carrera de Idiomas los estudiantes demostrarán haber adquirido y
desarrollado las siguientes competencias, capacidades, habilidades, destrezas y desempeños
como resultados de su formación profesional:
1. Usa el idioma inglés a un nivel B2 del Common European Framework.
2. Maneja competentemente los métodos y estrategias metodológicas para la
enseñanza del idioma inglés según las exigencias del Teaching Knowledge Test
(TKT)
3. Diseña programas o cursos específicos y sus respectivos materiales
didácticos.
4. Elabora materiales didácticos mediante la utilización de NTIC´s.
5. Transforma el contexto educativo a tráves de la práctica de valores.
6. Genera escenarios de aprendizaje significativos dando lugar a la
investigación participativa, el aprendizaje basado en problemas y el trabajo en
equipo.
7. Maneja leyes y reglamentos de Educación Ecuatoriana.
8. Aplica técnicas de valoración de los aprendizajes, así como también de su
propio desempeño docente.
9. Manejo de los aspectos sociales, intelectuales y psicológicos de los
estudiantes para promover el aprendizaje.
La Carrera de Idiomas adopta como instrumentos de evaluación interno del perfil de
ingreso dos simulaciones de exámenes con estándares internacionales. Siendo así,
Teaching Knowledge Test (TKT) test de acreditación internacional para la enseñanza del
inglés y Test of English as a Foreign Language (TOEFL) para la competencia
comunicativa.
Para ello la Coordinación de Carrera de Idiomas organizará dentro de los módulos optativos
seminarios taller de preparación para dichos tests, los mismos que podrán ser aprobados a
partir del séptimo semestre.
CURRICULUM VITAE PERSONAL DATA
Surnames: Vaca Rivera
Names: Erika Jimena
Place of birth: Ambato
Date of birth: 23th October 1995
Marital status: Single
Nationality: Ecuadorian
Address: Huachi San Francisco
Telephone Home: 2407487
Age: 20
Cell phone: 0984215813
E-mail: Jimenahis_1995@hotmail.com
EDUCATION
Primary school: "Tres de Noviembre" 2006
High school: Instituto Superior Tecnológico "Hispano América" 2013
University: Técnica de Ambato “Carrera de idiomas”
ACADEMIC ACHIEVEMENTS:
I graduated in Hispano America high school
“BACHELOR IN INFORMATICS” 2013
REFERENCES
Julio Vaca 0983286478 My father
Mario Rivera 2406827 My uncle
Gabriela Vaca 0998820241 My sister
STATEMENT OF PERSONAL LEARNING
GOALS
STATEMENT OF PERSONAL LEARNING GOALS
The main reason to take “Business I” is because this syllabus will teach me to
use English in an oral and written way to communicate efficiently in a business
context according to the requirements of a global world.
During this semester, I will develop my communicative competence by
developing my language skills. I will learn many techniques in five key areas of
communication: socializing, using the telephone, presenting information,
participating in meeting and negotiations. These areas will help a lot of as the
accurate use of language to speak fluently about Business topics.
At the end of this semester, I will be able to use vocabulary and phrases
within the business context. It will help me to improve communication
techniques and developing and consolidating the language. This syllabus
offers me many opportunities for discussion and plenty of role plays. I am
going to have coherent oral with the appropriate language use; develop small
dialogues and interact in conversations in order to talk assertively about a
variety of topics related to cultural particularities, information among others.
Through of this syllabus, I will learn to integrate my knowledge of English
grammar and vocabulary into spoken form. I will develop my Business
knowledge. Through this syllabus, I will be able to use expressions correctly
within conversations, dramatize emotions, using the grammar within the
business context. Also, this syllabus will help me to compose sophisticated
conversations and generate informal and spontaneous dialogues.
Finally, I will have fluency when speaking and I could perform role play and
make a business plan. For this reason, Business I is a very important syllabus in
English career because it allows me to have a correct speaking at the moment
that I have to interact in the business world. Definitely I am going to achieve
my goals with much effort and dedication, I will be persevering for achieve
success.
UNIVERSIDAD TÉCNICA DE AMBATO
FACULTAD DE CIENCIAS HUMANAS Y DE LA EDUCACIÒN
CARRERA DE IDIOMAS
MODALIDAD PRESENCIAL
SÍLABO
BUSINESS “EMPRENDIMIENTO”
Octubre 2015 – Marzo 2016
EDGAR ENCALADA TRUJILLO
Magister en Lingüística Aplicada a la Educación Bilingüe Español – Inglés
Licenciado en Ciencias de la Educación especialidad Inglés
AMBATO - ECUADOR
2015
2
I. GENERAL INFORMATION Subject
Business (Emprendimiento)
Program
Carrera de idiomas
Code: FCHE/I/MP/2129/06/06
Prerequisites: NONE
Study Modality: Presencial
Subject Code
Curricular Organization Unit:
Profesional
Credits: 3
Level:
Fourth
Corequisites:
Subject Code
1. Language Teaching
Strategies
FCHE/I/MP/2129/06/05
Hours per Week
Class Hours:
3
Theoretical:1
Practical:2
Tutoring Student Hours: On Campus:1
Virtual:
TOTAL LEARNING HOURS :
WEEK HOURS:3
HOURS DURING THE SEMESTER
NUMBER OF SEMESTER HOURS: (16 weeks x 3 hours) = 48 hours
INTERDEPENDENT HOURS: 56 hours
ACADEMIC TUTORING: 16 hours
3
TOTAL HOURS: 48+56+16 = 120 hours (3 credits)
II. PROFESSOR'S TEACHING PROFILE
Professor's name: Encalada Trujillo Edgar Guadia
Academic degree: Magister en Lingüística Aplicada a la Enseñanza Bilingüe Español -
Ingles
Knowledge area:
Broad field 01 Education
Narrow field 011 Education
Detailed field 0114 Teacher training with subject specialization
Bachelor's degree: Licenciado en Ciencias de la Educación especialidad Inglés
Knowledge area:
Broad field 01 Education
Narrow field 011 Education
Detailed field 0114 Teacher training with subject specialization
Professional experience: 15 years
Teaching experience: 18 years
Program Academic area: Pedagogical and Psycholinguistics Competence
Professsor's schedule (practical application and learning experimentation) :
Wednesday from 10:00 to 12:00
Friday from 9:00 to 10:00
Professor's schedule (Academic tutoring):
Tuesday and Thursday from 13:00 to 14:00
Phone numbers: 032 800 435 – 0996575373
E-mail: encalada.edgar@yahoo.com
III. COURSE DESCRIPTION AND OBJECTIVES
Purpose
Use English in an oral and written way to communicate efficiently in a business context
according to the requirements of a global world.
4
Course Description:
Business communication involves constant flow of information as a fundamental part of
any organizations. It involves number of people. Communication here plays a very
important role in process of directing and controlling the people in the organization.
Immediate feedback can be obtained and misunderstandings if any can be avoided.
So, the aim is to develop learners’ confidence and fluency in some basic areas of
business; as well as improving communication techniques and developing and
consolidating the target language in this context. Besides, students will be able to
recognize some technical vocabulary within the business context, apply rules of
socialization with people from different cultures; analyze rules of communication
through technological resources. Also they will prepare simulated telephone support
and assess business projects. This syllabus contributes to the development of the
Communicative Competence in correspondence to the Council Common European
Framework level B2.
Course General Objective:
To communicate in English using the language skills of reading, listening, speaking and writing
in the business world.
Course Specific Objectives :
1. Recognize some technical vocabulary for communication within the business context
2. Apply rules of socialization with people of different cultures in order to interact in the
business world.
3. Analyze rules of communication through technological resources for business issues
4. Prepare simulated telephone support in different commercial aspects
5. Assess business projects for entrepreneurships
5
IV. COURSE STUDY PROGRAM Curricular Units
U.1 Recognize some technical vocabulary for communication within the business context
Thematic Units
Class Hours Tutoring
Hours
Independent hours
including research and
community service
Assessment tools
Theoretical Practical
1.1 Some business terms 1 3 Tasks
1.2 Cross cultural understanding 1 2 1 3 Scoring scales
1.3 Welcome visitors 1 2 1 3 Questionnaires
1.4 Small talks: keeping the conversation going 1 2 1 3 Mind maps
Written tasks
Summative tests
Digital tasks in Excell
6
SUBTOTAL HOURS 4 6 3 12 TOTAL HOURS 25
Learning outcome: Present a conversation about keeping the conversation going during small talks based on the corresponding units of the book
Learning Methodologies: Collaborative Learning; Project based learning, Study case, problem based learning
Educational Strategies: Simulations; Conferences; Mind maps creation
Didactic Resources: Slides, markers, projector, audiovisual aids, internet
U.2 Apply rules of socialization with people of different cultures in order to interact in the business world.
Thematic Units
Class Hours
Hours of
Tutoríng
Independent study
including research and
relationship with the
society
Mechanisms and assessment
tools
Theoretical
Practical
2.1 Cross cultural understanding 1 1 1 3 Tasks
2.2 Inviting, and accepting or declining. 1 1 1 Scoring scales
2.3 Eating out with visitors 1 1 1 3 Questionnaires
2.4 Cross cultural understanding 1 1 1 Mind maps
7
2.5 Inviting, and accepting or declining. 1 1 2 Written tasks
Summative tests
Digital tasks in Excell
Tasks
Scoring scales
Questionnaires
SUBTOTAL HOURS 5 5 5 8 TOTAL HOURS 23
Unit Learning outcome: Write and present scripts about ways to invite visitors to have a social time based on what was covered in class.
Learning Methodologies: Collaborative Learning; Project based learning, Study case, problem based learning
Educational Strategies: Simulations; Conferences; Mind maps creation
Didactic Resources: Slides, markers, projector, audiovisual aids, internet
8
U.3 Analyze rules of communication through technological resources for business issues
Thematic Units
Class Hours
Hours of
Tutoring
Independent study including
research and relationship with
the society
Mechanisms and assessment
tolos
Theoretical
Practical
3.1 Preparing to make telephone calls. 1 2 1 2 Tasks
3.2 Receiving calls. 1 1 1 Scoring scales
3.3 Asking for and giving repetition 1 1 1 2 Questionnaires
3.4 The secretarial barrier 1 1 1 3 Mind maps
3.5 Sample Business Letter 1 1 1 3 Written tasks
Summative tests
Digital tasks in Excell
Tasks
Scoring scales
9
SUBTOTAL HOURS 5 6 5 10 TOTAL HOURS 26
Unit Learning outcome: Participate in role plays about receiving phone calls and a Business letter based on the contents of the textbook.
Learning Methodologies: Collaborative Learning; Project based learning, Study case, problem based learning
Educational Strategies: Simulations; Conferences; Mind maps creation
Didactic Resources: Slides, markers, projector, audiovisual aids, internet
U.4 Prepare simulated telephone support in different commercial aspects
Thematic Units
Class Hours
Hours of
Tutoring
Independent study including
research and relationship with
the society
Mechanisms and assessment
tolos
Theoretical
Practical
4.1 Cross-cultural communication on the telephone(1) 1 1 2 Tasks
4.2 Setting up appointments 1 1 1 Scoring scales
4.3 Changing appointments 1 1 3 Questionnaires
4.4 Ending a call 1 1 1 Mind maps
10
4.5 Cross-cultural communication on the telephone (2)- 1 3 Written tasks
4.6 Problem solving on the telephone 1 1 2 Summative tests
4.7 Complaints 1 1 Digital tasks in Excell
Tasks
Scoring scales
SUBTOTAL HOURS
5 6 4 10 TOTAL HOURS 25
Unit Learning outcome: Design and present a short role play about using the telephone based on the dialogues covered in class
Learning Methodologies: Collaborative Learning; Project based learning, Study case, problem based learning
Educational Strategies: Simulations; Conferences; Mind maps creation
Didactic Resources: Slides, markers, projector, audiovisual aids, internet
11
U.5 Assess business projects for entrepreneurships
Thematic Units
Class Hours
Hours of
Tutoring
Independent study including
research and relationship with
the society
Mechanisms and assessment
tolos
Theoretical
Practical
5.1 The structure of decision making meetings 1 Tasks
5.2 Starting and asking for opinion 1 2 Scoring scales
5.3 Interrupting and handling interruptions 1 1 1 2 Questionnaires
5.4 The structure of decision making 1 Mind maps
5.5 Stating and asking for opinion 1 1 Written tasks
5.6 Interrupting and handling interruptions 1 2 Summative tests
5.7 Asking for and giving clarification 1 Digital tasks in Excell
5.8 Delaying decisions 1 1 2 Tasks
5.9 Ending the negotiation 1 Scoring scales
12
SUBTOTAL HOURS
5 5 3 8 TOTAL HOURS 21
Unit Learning outcome: Create a project according to an enterprise trying to sell a product based on the suggestions given in class. Interdisciplinary project
Learning Methodologies: Collaborative Learning; Project based learning, Study case, problem based learning
Educational Strategies: Simulations; Conferences; Mind maps creation
Didactic Resources: Slides, markers, projector, audiovisual aids, internet
13
V. NORMATIVE STANDARDS EVALUATION
Specific Objectives
Diagnostic
Evaluation
Formative
Evaluation
Summative
Evaluation
1. Recognize some technical vocabulary for communication within the business context
Techniques and
instruments:
Teacher observation
Questionnaire
Oral test
Oral presentations
Rubrics for Oral
presentation
Questionnaire
2. Apply rules of socialization with people of different cultures in order to interact in the
business world.
Techniques and
instruments:
Questionnaire
Oral participation
Observation
Questionnaire
Written activity
Presentation
Oral and written
quizzes
3. Analyze rules of communication through technological resources for business issues
Techniques and
instruments:
Oral test
PORTFOLIOS
Oral presentations
Oral and written
quizzes and tests.
Oral presentations.
Rubric for oral
presentations
Questionnaire
4. Prepare simulated telephone support in different commercial aspects
Techniques and
instruments:
Teacher observation.
Oral and written
quizzes and tests.
Portfolios.
Rubric for mid-
term oral
presentations
14
5. Assess business projects
Techniques and
instruments:
Teacher
observation.
Oral presentations.
Portfolios.
Learning logs.
Oral and written
quizz
Rubric for final oral
presentations
15
VI. BIBLIOGRAPHY
AUTHOR (S) ISSUED
YEAR BOOK TITLE
EDITION
NUMBER EDITORIAL
CITY/COUNTRY
NUMBER OF
PAGES
Sweeney, S. 2004 Communicating in
business
2nd Edition Cambridge
University
Press
England, Essex 320
CODE/ DATABASE LOCATION: Código
de Biblioteca 659=20) (Inventario:
08011)
COMMENTARY:
This is a short course for business English students which will be familiarized
with the business world
NUMBER OF
ISSUES
PRINTED: X
DIGITAL: 1
VIRTUAL: X
URL: http://assets.cambridge.org/97805215/49127/sample/9780521549127ws.pdf
AUTHOR (S) ISSUED BOOK TITLE EDITION
NUMBER
EDITORIAL CITY/COUNTRY NUMBER OF
PAGES
16
YEAR
Heisterberg, R. 2014 Creating Business Agility:
How Convergence of Cloud,
Social, Mobile, Video, and
Big Data Enables
Competitive Advantage.
Editorial
Wiley
387
CODE/ DATABASE LOCATION: COMMENTARY:
The book describes the agility that comes from collaborative commerce, and
provides key decision makers the implementation roadmap they need to build
a successful business ecosystem.
NUMBER OF
ISSUES PRINTED:
DIGITAL: X
VIRTUAL:
URL: http://site.ebrary.com/lib/uta/docDetail.action?docID=10925541&adv.x=1&p00=hb1&f00=lccn&p00_upper=hj9999
AUTHOR (S) ISSUED
YEAR BOOK TITLE
EDITION
NUMBER EDITORIAL
CITY/COUNTRY
NUMBER OF
PAGES
Esteban, J. L. 2014 Vive tu sueño,
emprende.
Editorial UOC,
S.L., 2014 249
CODE/ DATABASE LOCATION: COMMENTARY: It is necessary to keep on struggling constantly in order to achieve our
NUMBER OF
ISSUES PRINTED:
17
DIGITAL: X goals, this text gives you a series of strategies to get your dreams.
VIRTUAL:
URL: http://site.ebrary.com/lib/utasp/docDetail.action?docID=10902828&p00=emprendimiento
ADDITIONAL BIBLIOGRAPHY
AUTHOR (S) ISSUED
YEAR BOOK TITLE
EDITION
NUMBER EDITORIAL
CITY/COUNTRY
NUMBER OF
PAGES
Frey, R 2012 Successful Proposal
Strategies for Small
Businesses: Using
Knowledge
Management to Win
Government, Private-
Sector, and International
Contracts
6th Edition Editorial
Artech House
Chicago, Illinois 723
CODE/ DATA BASE: COMMENTARY:
This guide maps and details every stage of the contractor proposal response
NUMBER OF
ISSUES PRINTED:
DIGITAL: X
18
VIRTUAL: lifecycle and shows readers how to produce proposals which maximize their
company's strengths and respond fully to client criteria.
URL: http://site.ebrary.com/lib/uta/docDetail.action?docID=10583833&p00=enterpreneurship
19
VII. SYLLABUS APPROVAL
Date prepared: September 21st, 2015
Lic. Edgar Encalada Trujillo. Mg.
SUBJECT PROFESSOR
Date of approval: September 23rd, 2015
Lic. Marbella Escalante. Mg. Mg. Verónica Chicaiza Redin PhD.
Area Coordinator Program Coordinator
Syllabus Evaluator Syllabus Validator
Dr. Marcelo Núñez Mg.
Faculty Sub-Dean
Approval
20
Evidence of
element 1
21
Evidence 1 Learning outcome I: Present a conversation about keeping the conversation going during small
talks based on the corresponding units of the book
22
23
Evidence of
Element 2
24
Evidence 2 Learning outcome II: Write and present scripts about ways to invite visitors to have a social time
based on what was covered in class.
25
26
Evidence of
Element 3
27
Evidence 3 Learning outcome III: Participate in role plays about receiving phone calls and a Business letter
based on the contents of the textbook.
28
29
Presentation
30
Evidence of
Element 4
31
Evidence 4 Learning outcome IV: Design and present a short role play about using the telephone based on
the dialogues covered in class
32
33
Evidence of
Element 5
34
Evidence 5
BUSINESS I
Ana Gabriela Ramírez Chicharrón
Erika Jimena Vaca Rivera
ELEMENT 5
UNIVERSIDAD TÉCNICA DE AMBATO
FACULTAD DE CIENCIAS HUMANAS Y DE LA EDUCACIÓN
CARRERA DE IDIOMAS
Ambato- Ecuador
35
Broad Bean Coffee.
1. Executive Summary
Broad Bean Coffee( BBC) is a specialty coffee retailer. This coffee uses a system that is
new. It is a healthy coffee. Provides its customers the ability to try a different coffee. It
offers its customers the best coffee. BBC is offering a high-quality option to the stores, gas
station or supermarkets and any customer that want to try this product.
It is very healthy coffee substitute drink made from broad beans that is rich in protein and
carbohydrates. This product has medicinal properties. It relieves the Alzheimer's
symptoms and lower cholesterol levels. It contains potassium and it helps people’s
memory. It doesn’t contain caffeine, so it doesn’t cause insomnia. Everybody can drink
this coffee substitute, children, old people, young people, etc. You should use this product
because it is 100% natural. It is 100% Ecuadorian. Drink Broad Bean Coffee.
1.1. Objectives
Our company has established two firm objectives it wishes to achieve in few time.
Become selected as the Best taste Coffee in all Ecuador.
Sales approaching and surpassing $1. million by the end of the first year.
1.2. Mission
BBC will make its best effort to create a unique taste and this product will be the best
coffee. Provide customers the finest quality coffee. We will help our customers to relieve
their daily stresses by providing piece of mind through a cup this coffee, and products of
consistently high quality. And grow at a profitable rate through sound economic decisions.
36
1.3. Keys to success
The keys to success in this business are:
1. The best product - freshest Broad Bean, cleanest equipment, and consistent flavor.
2. Its design that will be both visually attractive to customers.
3. Employee training to insure the best coffee preparation techniques.
4. Building a solid base of loyal customers.
2. Company Summary
Broad Bean Coffee ( BBC) is a specialty coffee retailer, distributes coffee, BBC uses a
system different to make coffee that is new to the coffee industry to provide. It provides
its customers the ability to try something different and addition something healthy. Broad
Bean Coffee is offering a high quality option to the restaurants, stores, and supermarket.
2.1. Company Ownership
Broad Bean Coffee( BBC) is founded by partners Ana Ramirez and Erika Vaca. Miss,
Ramirez ows 55% of the business and Miss, Vaca 45%
2.2. Start-up Summary
Broad Bean Coffee´s start-up expenses and funding are shown in the tables and chart
below. The majority of these funds will be used to build the first facility, machinery, initial
inventory and other one-time expenses. Broad Bean Coffee anticipates the need for
operating capital for the first few months of operation.
37
2.3. Company Locations and Facilities
Broad Bean Coffee will be located at the corner of Cevallos Avenue and Bolivar in
Ambato. Our company plan will include 4 office, storage area and two bathrooms, a
parking, a customer service area and machinery room. Our company has a decor that will
convey the quality of the coffee.
0
0,5
1
1,5
2
2,5
3
3,5
4
4,5
Start-up
building machinery initial inventory other expenses
$500
$700
$ 1000
$ 2000
38
3. Products
Broad Bean Coffee provides its patrons the finest beverage. this will be achieved by using
high-quality ingredients and strictly following preparation guidelines. specializing in
specialty broad bean and broad bean will be transformed to a coffee different. In addition,
BBC will offer domestic and soft coffee and the next year, we will create some healthy.
The clientele that prefers a healthy coffee. It will be your solution.
3.1. Product Description
Broad Bean Coffee provides its customers a delicious and healthy coffee. This coffee
doesn't have caffeine because it is the better beverage that we will offer. This product is
healthy because it is made with broad bean. It is made with this bean because it has a lot
of proteins and vitamins.
3.2. Sales Literature
Two thousand flyers will be distributed in Ambato and also, through webs , on the
University campus, at the malls and in the selected office buildings. Also, free postcards
with BBC endorsement will be printed to increase the company visibility among the
patrons.
3.3. Machinery
The Broad Bean Coffee's delivery system is based on its automatic and professional
machinery. BBC is using a useful machinery that allowing its clientele try a unique taste.
Also, This machinery facilities to provide convenience and efficiency for its clientele.
Broad Bean Coffee has also designed state-of-the-art Mobile Cafes that will be deployed
from time to time on high school and college campuses, corporate campuses, and at
special events.
39
4. Marketing Analysis Summary
Broad Bean Coffee will focus on two markets:
Broad Bean Commuter - someone traveling to or from work, out shopping, delivering
goods or services, or just out for a drive.
The Captive Consumer - someone who is in a restricted environment that does not allow
convenient departure and return while searching for refreshments, or where
refreshments stands are an integral part of the environment.
4.1. Market Segmentation
Broad Bean Coffee will focus on two different market segments: Commuters and Captive
Consumers. To access both of these markets, BBC has two different delivery systems. For
the commuters, BBC has the Drive-thru coffee house. For the captive consumer, BBC has
the Mobile Cafe.
Commuters are defined as any one or more individuals in a motorized vehicle traveling
from point "A" to point "B." The Broad Bean's greatest concentration will be on
commuters heading to or from work, or those out on their lunch break.
Captive Consumers would include those who are tethered to a campus environment, or in
a restricted entry environment that does not allow free movement to and from. Examples
would include high school and college campuses, where there is limited time between
classes, and corporate campuses where the same time constraints are involved, but
regarding meetings and project deadlines, and special events--such as carnivals, fairs or
festivals--where there is an admission price to enter the gate, but exiting would mean
another admission fee, or where refreshments are an integral part of the festivities.
40
4.2. Target Market Segment Strategy
BBC's target market is the mobile individual who has more money than time, and excellent
taste in a choice of beverage, but no time to linger in a cafe. By locating the Drive-Thrus in
high traffic/high visibility areas, this unique--and abundant--consumer will seek Broad
Bean Coffee out and become a regular guest.
To penetrate the target market for the Mobile Cafes, these units will do what they were
designed to do. Broad Bean Coffee will take the cafe to the customer! By using the
community support program BBC is instituting, arrangements will be made to visit a high
school, college campus, or a corporate campus once or twice a month (Even visit these
facilities for special games, tournaments, recruiting events, or corporate open houses).
And, for every cup or baked good sold, a portion is returned to the high school or college.
It becomes a tremendous, painless way for the institution to gain a financial reward while
providing a pleasant and fulfilling benefit to their students or employees.
4.3. Market Grown
According to industry statistics, the consumption of coffee and flavored coffee products is
growing rapidly. The largest national brand for retail coffee outlets achieved $2.2 billion in
sales in 2000 with 3,000 retail outlets. They are anticipating opening 7,000 more outlets in
the next five years and increasing revenues to over $6 billion.
That is the coffee consumer market. The segment of that market we are targeting is the
commuter and that number is increasing. In the metropolitan area, as with many
metropolitan areas in the country, there is a migration away from the cities.
It is estimated that there are well over 2.5 million commuters driving to and from work
each day in our market. Statistically, at least 50% of those are coffee drinkers. That gives
Broad Bean Coffee a significant daily target for its products. Those numbers are growing
by 6% per year.
4.4. Market Needs
Ecuador is a very mobile society. With the introduction of the automobile, we became a
nation that thrived on the further freedom of going where we wanted when we wanted. It
has only gotten worse. There are over 250 million men, women and children in America,
half of whom are too old, too young, or too poor to drive an automobile. Yet, there are
more licensed vehicles in the country than people. And that mobility has created a unique
need in our society.
41
4.5. Industry Analysis
The coffee industry has grown by tremendous amounts in Ecuador over the past five
years. Starbucks, the national leader, had revenues in fiscal 2000 of $2.2 billion. That is an
increase of 32% over Fiscal 2006. Starbucks plans to increase revenues to over $6.6 billion
from 10,000 retail outlets by 2012.
5. Strategy and Implementation Summary
Broad Bean Coffee will penetrate the commuter and captive consumer markets by
deploying Drive-thru facilities and Mobile Cafes in the most logical and accessible
locations. The Drive-thrus are designed to handle two-sided traffic and dispense
customer-designed, specially ordered cups of specialty beverages in less time than
required for a visit to the locally owned cafe or one of the national chains.
Broad Bean Coffee has identified its market as busy, mobile people whose time is already
at a premium, but desire a refreshing, high quality beverage or baked item while
commuting to or from work or school.
In addition to providing a quality product and an extensive menu of delicious items, to
ensure customer awareness and loyalty, as well as positive public and media support,
Broad Bean Coffee could be donating up to 7.5% of revenue from each cup sold in
individual Drive-thrus to the charities of the customers' choice.
5.1. Sales Strategy
There will be several sales strategies put into place, including posting specials on high-
profit items at the drive-up window. The Baristas will also hand out free drink coupons to
those who have purchased a certain number of cups or something similar. BBC will also
develop window sales techniques such as the Baristas asking if the customer would like a
fresh-baked item with their coffee.
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5.2. Strategic Alliances
Broad Bean Coffee has and will continue to depend heavily on our alliance with PJ's
Coffees, as well as our alliances with the Mobile Cafe and Drive-thru facility manufacturers
and consumable products providers. However, we will always be looking for better quality
products, more favorable pricing, or more timely delivery from other potential alliances.
We also consider the schools, non-profit organizations, and even corporations who host
one of our Mobile Cafes as a strategic alliances, since they are providing exposure to our
products and we are providing them a financial benefit.
6. Management Summary
Broad Bean Coffee is a relatively flat organization. Overhead for management will be kept
to a minimum and all senior managers will be "hands-on" workers. There is no intention of
having a top-heavy organization that drains profits and complicates decisions.
At the zenith of this three-year plan, there will be four "Executive" positions: chief
operating officer, chief financial officer, chief information officer, and director of
marketing. There will be other mid-management positions, such as district managers for
every four Drive-thrus, and a facilities manager to oversee the maintenance and stocking
of the Mobile Cafes, as well as overseeing the maintenance and replacement of
equipment in the Drive-thru facilities.
6.1. Personnel Plan
Broad Bean Coffee expects the first year to be rather lean, since there will only be two
locations and one mobile unit--none of which will be deployed for the entire year. The
total headcount for the first year, including management, administrative support, and
customer service (production), will be 15, with a payroll and payroll burden total
expenditure as shown in the following table and in the monthly breakdowns appendices.
The second year, with the addition of two Drive-thrus and two mobile units, Broad Bean
Coffee will add customer service personnel, as well as a district manager and some
additional support staff at headquarters, including an Inventory Clerk, Equipment
Technician, and administrative support. The headcount will increase by nearly 100% in the
second year to 29, with a proportionale increase in payroll of and payroll burden.
The third year will see the most dramatic growth in headcount, due to the addition of nine
Drive-thrus and another mobile unit. In the third year, there will also be an increase of
180% over the previous year. Total payroll and payroll burden for the third year will reflect
this, as well as the significant increase in the senior management team, with the addition
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of a chief financial officer, a chief information officer, and a director of marketing. There
will also be a second and third district manager, and a corporate events sales executive.
Total personnel will reach 81.
The chief financial officer will be brought on to oversee the increase in numbers of retail
outlets and to manage a dramatically more detailed P&L statement and to manage the
Balance Sheet. The chief information officer will be brought in to help us with the
deployment of a Point-of-Sale computerized cash register system that will make tracking
and managing receipts and charitable contributions more robust. Ideally, this individual
will have a large amount of point of sale and Internet experience. Specifically, how to tie
in POS systems to the Internet and inventory controls. Also, knowledge in establishing
technology guidelines for the company and franchisees in the future. This individual will
also be added in fiscal year three.
The director of marketing will be charged with managing the relationships with advertising
agencies, public relations firms, the media, and our website.
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FINAL ESSAY
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Final Essay “Business I” has been of great importance because during the semester, I have
acquired many basic skills that will allow me to improve my speaking. Business
has been helpful in order to learn to speak and write the English language
effectively. In this module, I learned to express my ideas and to participate in an
active manner using English. Also I learned to speak more fluent with a correct
pronunciation in a business context.
I think that the knowledge of Business will be very helpful because now I can
know about Business communication. Business has been a guide to understand
and use English Language in a better way. For this reason, the most important
aspect about the module was that thanks to it. I leaned to communicate in English
using the language skills of reading, listening, speaking and writing in the business
world. Having fluency when speak and using the correct grammar when I am
speaking also, but the most important of this syllabus was that it helped me to
compose sophisticated conversations and generate informal and spontaneous
dialogues.
“Business I” contributed to perform sophisticated conversations with different
vocabulary. In addition, this syllabus helped me produce oral texts in English with
the goal of communicating ideas, correctly giving and receiving information about
Business topics, while using oral language. And finally, It helped me use the
English language correctly and appropriately to accomplish communicative goals.
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Rubric