Kim Manuel S.

Tenerife
METHRES

Bo's Coffee is known for "just-roasted freshness"its beans, mostly from Cordillera and
Bukidnon, are delivered to its stores soon after roasting so that you can enjoy the
distinctively bold, roasted flavour of Bos.
Bos Coffee originated from a roast master name Bo in the U.S. who taught Steve
Benitez all about coffee. It all started with a bean bursting with the life-force of personal
passion and entrepreneurial energy.
In 1994, Mr. Steve D. Benitez, President and CEO of Bo's Coffee, dreamt of sharing
his coffee experience in the United States and Europe to the local market. June 1996 saw
the opening of the first store of Bo's Coffee at Ayala Center Cebu, Cebu City, Philippines.
It has since grown branching out into major urban areas of the Philippines. Bo's
Coffee now operates 46 outlets strategically located in Metro Manila, Cebu, Davao,
Cagayan de Oro, Bacolod, Iloilo, Bohol and Tacloban.
Company
Coffee Centrale, The Bean Co., Inc. is a duly certified corporation under the laws of
the Republic of the Philippines. It was formed in 1998 to own and operate "Bo's Coffee."
"Bo's Coffee" is a registered trademark of the business name of a chain of specialty
coffee shops that serves espresso beverages, specialty coffee beverages and others, in an
ambiance that has been created to cater to a lifestyle market with discriminating taste.
Coffee System Franchise Corporation is an affiliate company, under license to
franchise the trademark "Bo's Coffee" and its business systems.

Vision
Bo's Coffee envisions itself to be the premier specialty coffee bar in the Philippines,
roasting high quality Philippine origin coffee beans, serving world class coffee beverages

and the most delectable selection of cakes and pastries, delivering an excellent branded
customer service in a friendly and cozy ambiance.
Mission
We believe that the relationships we build with others are what make our days full
of life. It is therefore our mission to create an atmosphere where people can come and
nurture relationships, make new ones, or simply flourish by themselves.
Our role is to provide that perfect cup of coffee, which has become the ideal
medium to enjoy life together with others or in the comfort of one's solitude, and deliver it
with warm and friendly customer service. It's all about human experience with Bo's Coffee
being a big part of it.

STATEMENT OF THE PROBLEM:

To increase market share locally and further expand to international market but at
the same time augment profitability despite not being aggressive. Bos Coffee believes that
being aggressive is not a solution to gain market share.