Draft Client Requirements Document

Draft Client Requirements Document

Table of Contents

Introduction 3

Purpose of Document 3

Means of communication 4

Audience……………………………………………………………………………………………………5

Data Collection 5

Detail about Australia’s Health and well being – AIHW 6

Coffee Market outlook in Australia………………………………………………………………..8

Background – A& A Coffee Co…………………………………………………………………10

Simulation approach……………………………………………………………………………..11

Sample questionnaire ……………………………………………………………………………12

Conclusion……………………………………………………………………………………….13

1.0 Introduction

Coffee Industry is a traditional and yet one of the prominent industry that can be well understood by the report that reveals that Coffee export is a $20 Billion Industry and this is a very significant figure in respect to the world economy. Another interesting fact that is noticeable is that the industrialized countries mostly consume coffee and is produced by less developed countries and developed countries import the coffee beams from these countries and export the CoffeeCoffee in different types to other countries. This document will present the detail of the Coffee Industry in Australia and will be focused on the current trends of the coffee Industry.

1.1  Purpose of the Document

To display the requirement of the A &A  coffee  company according to the current Industry trends

 1.2 Description and Format

The main objective of this document is to gather the opinion, beliefs and attitude about the current market needs in the industry; this information will be collected in industry research in collaboration of the statistical International marketing research agency(SIMRA) to scan the market and gather information. The format of the document will be according to the Australian standard of Documentation.

2.0 Means of Communication

To collect the information the primary means of communication are as follows-

1. Client Interview Form

As this is a market research project, so it is required to obtain the opinion and views of several peoples in a given course of time. In this case, we are using the client interview form is one of the most appropriate techniques utilized to collect the information in less time. These Interview form can be circulated in the digital form or hard copy style, and the mode of question can be both open and closed mode of answering.

2. Meeting

Along with client Interview form, it is highly required to conduct the meeting with the key stakeholders and industry experts so that more relevant details could be collected in a more analytical manner.

3.0 Audience

The primary purpose of this document is to provide the information regarding the opinion, beliefs and attitude about the current market needs in the coffee industry to the major stakeholders of the A &A coffee company and other companies related to the coffee Industry.  This document will not only be helpful for the Coffee Industry professionals but also for the studies of Industrial research study. Along with this, the report will also work as a  reference for the Industrial research survey team.

4.0 Data Collection

4.1 Detail about Australia’s Health and well being – AIHW

The Australian Institute of Health and Welfare (AIHW) is an independent statuary agency. The main task of this agency is to provide authoritative and accessible information and statistics to offer assistance in taking better decision related to health and well being. It provides useful information from the collected data. Understanding the hazard of unhealthy food and alcoholic drinks Australians have become more health-conscious than ever before; most importantly, all the food products companies are promoting their products by telling the health benefits of their product.    The latest trend in Australia is to promote and sell better health benefit to providing products. Understanding these trends, the Coffee and beverages Industry in Australia is focusing on good form of products.

Fig 1: Health and wellness simulation analysis  of the coffee intake in Australia

Fig 2  Coffee Brewing Control Chart  simulation

4.2 Coffee Market outlook in Australia

According to the report published in the Mordor Intelligence, The Australia Coffee market is segmented by the product types mainly- Whole Bean, Ground coffee, Instant Coffee and Coffee pods. The primary distribution channel in Coffee Industry is specialist Retailers, Online Retailing, Supermarket sellers, convenience stores etc. According to the latest report, the Australian Coffee Market has observed the growth of 5% and will grow in a seamless manner in next 2019 -2024 period. Critical features of the Australian Coffee market are as follows-

• The overwhelming growth in the coffee market has developed the demand of providing a high-quality product at high price as consumers are now ready to pay more money for high-quality products.
• The consumers are getting more attracted to the homegrown coffee products.
• But the Australian Coffee growers are facing challenges with lower production in large volume area and fragmentation.
• Several coffee companies are making the right name in the International market, especially Europe, USA and
• Like trends in other food products, the market for organic coffee products is also proliferating in Australia.

Fig 3: Coffee Market growth in Australia

Fig 4: Australia Coffee market – coffee types

4.3 Background – A& A Coffee Co

A& A Coffee Co is one of the most popular coffee café company with 22 stores along with the five states of Australia. The rating and comments of the consumers are excellent, and the café is trendy in Australia.  A& A Coffee Company is growing in a remarkable manner but is facing many problems regarding providing better services to its customers, challenges in delivering the high-quality products and most importantly promoting their products in a well-versed way. The Administration of the company has decided to perform the research study in collaboration with the statistics. International marketing research agency(SIMRA) to scan the market and gather information.  The main objective of this research study is to gather the opinion, beliefs and attitude about the current market needs in the coffee industry. In this process number of stakeholders are going to be included. The result will be a collection of massive data set of details, but the main objective of this research study is to derive the useful information from this collected data set. This project aims to provide significant insight towards the competitors, the industry, consumer tastes and preferences.

Reason for performing the Simulation study

Simulation technique usage in the market study is one of the most helpful techniques used in studying the latest market trends and an in-depth study of the demand in the market. This technique, with the usage of advanced tools, helps in targeting the market more effectively. The applied strategies can be tested and implemented effectively. These strategies with the usage f simulation software can be tested virtually, and according to the observed results, the decision can be made. It is a cost-saving approach and is also risk-free approach to collect the information regarding market trends.

Most importantly, simulation technique provides the facility of flexibility and capability to manage the details of the factors and dynamics of the latest market trends in the industry. It also helps in giving the models and relevant information that helps in deciding a more better way. Most importantly using the essential simulation helps in choosing the right strategies for marketing success and better growth in the respective industry with insight to long term goals.

Fig 5:  the Market trend of Coffee drinkers

The benefits of simulation in this research study are as follows

• It has helped in structuring this data set and information in a logical manner.
• Had provided the accurate and analytical information related to the current trends in the coffee market.
• Had ensured the consistency in the collected data set so that a logical understanding of the data can be done in the well-understood manner.
• Had helped in aggregation and interpretation of the data in a more convenient manner.
• Had helped in inserting the graphics as required.

4.4 Meeting code of conduct

The meeting with the stakeholders and Industry professional involves a level of professional attitude and system of behaviour so that minutes of the meetings should be discussed in a productive manner.  According to the research guidelines, the expected code of conduct in session are as follows-

• The memorandum of the meeting should be circulated to all the members in advance so that they can prepare themselves for this meeting.
• The proper planning for the meeting session and time allocation should be done before the conduction of the meeting.
• The activities and discussion issues should be well planned.
• The mode of questions should be according to the market subject rather than personal issues.
• The timing for each activity in the meeting should be allocated and should be followed in the strict mode.
• Any language that hurts the sentiments of any team member and disrespect for the ethnicity, culture should not be violated.

5.0 Interview Question Sample

5.1 Interview Questions sample for the Industry Professionals

Q1 – According to you, what are the challenges the Coffee Industry in the current scenario of globalization is facing?

Response-

Q2 – What are the latest trends in Australian Coffee Industry?

Response

Q3 – What opportunities Australian Coffee Industry has in the International Market?

Response

———————————————————————————————————————Q4 – According to you, what is the major weakness of Australian Coffee Industry?

Response

Q5 – According to you, what is the major strength of Australian Coffee Industry?

Response

Q6 – What are the innovative ways to attract more customers for Coffee products?

Response

Q7 – How can marketing be improved in Coffee Industry sector?

Response

Q8 – What is most well-implemented methods to know the trends of the market in coffee Industry?

Response

Q9- Give your suggestions to improve the services in the coffee café chain to get good experience at the café?

Response

Q10 – Give your suggestion of bringing the improvement in Coffee Industry in Australia?

Response

5.2 Interview Questions sample for the coffee consumers

Q1  – Which is your favourite coffee type?

Response

Q2 – Else than Coffee as a drink, what are other coffee products that you like most?

Response

Q3 – What are the main characteristics that you see before selecting the coffee brand?

Response

Q4 –How many cups a day you take CoffeeCoffee and do you think CoffeeCoffee is healthy?

Response

Q5- Do you go to café for having the CoffeeCoffee?

Response

Q6 – What are the main shortcomings you find in the Coffee cafes?

Response

Q7 – What are the characteristics of a good coffee?

Response

Q8 – Which is your favourite coffee brand and give the reason?

Response

Q9 – What are the best qualities of coffee café in Australia according to you?

Response

Q10 – Give your suggestion to develop a right coffee product?

Response

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Conclusion

Coffee Industry is a traditional and yet one of the prominent industry that can be well understood by the report that reveals that Coffee export is a $20 Billion Industry and this is a very significant figure in respect to the world economy.  Simulation technique usage in the market study is one of the most helpful techniques used in studying the latest market trends and in-depth study of the demand in the market. This technique with the usage of advanced tools helps in targeting the market in a more effective manner. The applied strategies can be tested and implemented in an effective way. These strategies with the usage f simulation software can be tested virtually, and according to the observed results, the decision can be made. The Australia Coffee market is segmented by the product types mainly- Whole Bean, Ground coffee, Instant Coffee and Coffee pods. The primary distribution channel in Coffee Industry is specialist Retailers, Online Retailing, Supermarket sellers, convenience stores etc. According to the latest report, the Australian Coffee Market has observed the growth of 5% and will grow seamlessly in next 2019 -2024 period. It is highly required to focus on developing the innovative ways of marketing in coffee Industry.