Chapter I

INTRODUCTION

In this chapter, the researchers presented the business profile and

the general description of the Green Life Garden Cafe. This includes the

background of the study, the rationale of the study, objectives of the study,

significance of the study, scope and delimitation, the research

methodology, and the definition of terms.

1.1 Background of the Study

Coffee originated in tropical Africa, from where it was been

introduced to most tropical countries throughout the world. Coffee was

introduced to Southeast Asia and the West Indies in the 17th and 18th

centuries.

In our generation today, people become more and more persistent in

moving in a fastest way they can; very busy in every area of their lives.

There are these very exhausting studies, loaded office works, a lot of

business appointments for earnings and a lot more. As a result, stress is

extremely high everywhere because of these personal and professional

demands.

Because city provides job for the people, there were almost half a

million both employed and unemployed; colleges and universities can also
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found in the heart of the city; entrepreneurs and businessmen; and

different types of people with different work responsibilities meet and

populate the city. In addition to this, different kinds of vehicles exist from

east to west and north to south and vice versa.

In this situation, noise and pollutions are everywhere. And in this

state, people need a place to relax and refresh.

This study will grant an avenue for these people to unwind even

during their hectic times at the same time, from a cultural standpoint,

coffeehouses largely serve as centers of social interaction: the

coffeehouse provides patrons with a place to congregate, talk, read, write,

entertain one another, or pass the time, whether individually or in small

groups. Since the development of Wi-Fi, coffeehouses with this capability

have also become places for patrons to access the Internet on their

laptops and tablet computers.

The researcher came up with the idea of putting up an urban

coffeehouse inspired by a refreshing ambiance of nature with its different

types of ornamental plants and flowers. This shall be named as Green Life

Garden Caf.

1.2 Rationale of the Study

The enthusiast chose to study the feasibility of putting up

Green Life Garden Caf for the reason that in doing so; it would primarily
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give ideas to the possible investors regarding of the viability or

sustainability and feasibility of the proposed business. The study is a good

thing to those people who would want to relax and be refreshed even at

the midst of working and very busy schedule in the city. It will also provide

information to those people regarding the benefits that they can avail in

having a garden caf. Furthermore, this feasibility study will develop new

ways of marketing and competition that will have a big impact among key

players of the coffee industry.

1.3 Objectives of the Study

Generally, the enthusiast aims to determine the feasibility of

establishing Green Life Garden Caf in General Santos City. The main

goals of the study are:

1.3.1. Marketing Aspect

To determine the possible target market, marketing strategies

and estimated market size.

1.3.2. Technical Aspect

To identify and discuss the materials, facilities and utilities

needed in the business as well as service processes and flows.

1.3.3. Management and Organization Aspect

To determine the organizational structure and labor

requirement for the proposed Green Life Garden Caf.

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1.3.4. Financial Aspect

To analyze the financial forecast including the financial

assumptions, the investment costs, the financial statements and

financial analysis.

1.3.5 Socio- Economic Aspect

To discuss the relevance of the proposed business to the

society and its contribution to the economy.

1.4 Scope and Delimitation

This study was conducted in General Santos City. The market,

technical aspect, management and organization, financial and the socio

economic aspects of the proposed Green Life Garden Caf business were

discussed and analyzed. The data presented was gathered from existing

coffee businesses in General Santos City, through gathering information

by asking questions via interview and from the websites in the internet.

Furthermore, the output is limited only to the survey conducted by the

researcher to the students, professionals and employees near the target

location. Respondents were 15 years old and above from selected

institution and business interest of the location of the proposed business.

The data gathered were collected through the given interview guide and

survey questionnaire made by the researcher to ensure that the

information was coherent to the study.

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1.5 Significance of the Study

This portion of the study describes its contributions to knowledge.

The proposed study is beneficial to the following group of persons. This will

give relevant information that is needed for the following reasons.

Businessmen

They can obtain additional knowledge for another type of

business to do. Thus, they can choose as to what business to

establish and can be able to examine the practicability of a proposal,

business venture or idea. This study will help them ensure whether

this business will save time and money on the project if it shows

feasibility.

Business Owners and Managers

This group of people will be benefited by having an idea on

what are the latest trends of the coffee industry. It will give them

tactical ideas to plan their business in the future and can develop

strategies on how to make the business more profitable. This is one

of the ways for them to grasp the impact of future decisions that they

may consider. This study will help them anticipate what will and will

not work in varied situations. They will be able to determine what

resources are essential to complete varied situations and gain an

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understanding of how to draw on your strengths in this kind of

business.

Employees

They will be provided with strategies to effectively handle and

be well effective in the business they are employed. The proposed

strategies will help them improve the operational performance for the

different aspects of the business.

Local Government

They will be able to give an idea for the investors on what kind

of business will be suited for an investment.

Students of Business Course

These findings could be used as baseline information by other

researchers who conduct related study on the massage business.

General Public

These individuals will be given idea as to what services they

can avail as a customer from the proposed study.

Researchers

The study serves as an experience for exposure into the real

business arena. The result of the study will serve as a tool for the

future related research and can be used as guide for future business

venturing.
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1.6 Research Methodology

This refers to the tools used in conducting this study. This includes

the research design, locale of the study, respondents of the study, the data

gathering tools and data gathering procedures.

1.6.1 Research Design

The feasibility study of putting up a Green Life Garden

Caf in General Santos City is in line with its objectives. These

objectives are supplemented with different analysis in the aspects of

market, technical, management and organization, financial and

socio-economic. In the conduct of the study, the analysis was

reinforced and incorporated in the study through research methods

using data-gathering tools and procedures which were administered

on the respondents identified.

Figure 1 in the following page shows the entire picture of how

the feasibility study was conducted. It summarizes the flow of

specific steps, from the establishment of the study objectives to the

data-gatherings.
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A Feasibility Study of Putting Up a Green Life Garden Caf

in General Santos City

in

Objectives of the Study

Marketing
Technical
Management and
Organization Aspect
Financial
Socio - Economic

Research Method

Data Gathering Procedures

Data Gathering Tools

Set a time plan for

Interview Guide accumulation
Questionnaire Guide Identify the target market
and respondents
Books and Published
Materials Conduct surveys and
interviews
Internet
Summarize the data
gathered

Respondents (Students and Employees)

Locale of the Study

(Colleges &universities)
(Interest points in Pioneer Avenue)

To establish an exceptional Green Life Garden Caf in General Santos City

Figure 1
Research Design
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1.6.2 Respondents

The respondents of this study are students, professionals and

by-passers such as agents of the different establishment near the

target location of the proposed business. They serve as our

benchmark for the quality of our services, by improving what the

business can offer to their customers. Moreover, the surveys

conducted by the researchers were focused to students and working

individuals both professionals and blue-collar workers. Selected

representatives from government agencies were also asked and

interviewed in the gathering other data needed such as the City

Assessors Office and the Department of Trade and Industry, which

provided related facts about the study.

1.6.3 Locale of the Study

The study focused within the locality of General Santos City, a

highly urbanized city in the province of South Cotabato (Classified as

a highly urbanized first class city, General Santos is the 15th most

populous city in the country with 594,446 inhabitants as per 2015

census. It is the regional center for commerce and industry of

the SocSkSarGen region, and geographically located within the

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province of South Cotabato but administered independent of it.).The

Green Life Garden Caf will have its operation at the city proper.

1.6.4 Data Gathering Tools

Interview Guide. This tool helped the researchers to know

more about the business and its competitors. The tool was very

much effective in gathering data.

Questionnaire Guide. This tool, as a research instrument,

allows an individual to answer a series of questions as a respondent

of the study. This kind of tool is simple but with information clearly

stated.

Books, Published Materials, and Internet. These tools also

helped the researchers to refer some related literatures to

supplement the data gathered from different sources.

1.6.5 Data Gathering Procedures

The following steps below are taken in gathering information

from the respondents.

The researchers set procedures and time frame to maximize

the efforts to be exerted.

The researcher identified the target market of the proposed

business.
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The researchers went to the government authority as

necessary to determine the existing competitors.

Department of Trade and Industry

City Assessors Office

Business Permits and Licenses

The researchers sent a request letter together with the

interview guide to the selected competitors to gather any

information about coffee shops necessary for the study.

The researchers conducted surveys and interviews to target

market being identified.

The researchers reviewed related literatures to supplement

the data gathered from surveys and interviews conducted.

The researchers summarized all the data gathered and

convert it into a more meaningful and relevant information to

be used effectively in the study.

1.7 Definition of Terms

This section includes the lists of terms defined operationally for

better understanding of the readers.

Green Life Garden Caf- urban coffeehouse inspired by a

refreshing ambiance of nature with its different types of ornamental plants

and flowers.
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Cofeehouse - is an establishment which primarily serves hot coffee,

related coffee beverages (e.g., caf latte, cappuccino, espresso), tea, and

other hot beverages. Some coffeehouses also serve cold beverages such

as iced coffee and iced tea. Many cafs also serve some type of food,

such as light snacks, muffins, or pastries.

Garden Caf- it is a coffee house by which it is inspired by a mini garden

in its interior and exterior design.

Barista- a person whose job involves preparing and serving different

types of coffee.