IV.

Market Analysis

Coffee drinking habit is steadily growth in Myanmar, especially with brewed coffee
having the strongest growth. Most of the coffee drinkers like fresh brewed coffee rather than
readymade one. University, Bus station, Train station and Airport are, generally, places of high
coffee consumption rate. The importance of success in coffee shop is not only depending on the
taste and freshness of coffee (snap) but also on the unique services and convenience to the
consumers. Usually people go to coffee shop for meeting friends privately or for casual meeting
purpose. They need, thus, silent and sound environment.

“Dignity Coffee & Snap Bar” marketing activities will focus on reaching the university
faculty and students, people working in offices located close to coffee bar and on sophisticated
teenagers. Our market research shows that these are most likely to buy coffee product. Since
coffee consumption is universal across different income categories and mostly depends on the
level of higher education, proximity to the “Yezin Universities Campus”, the University of
Agriculture, Forestry and Veterinary are located, will provide access to the targeted customer
audience. A lot of university students consider coffee bars as to be a convenient studying or
meeting location, where they can read or meet with peers without the necessity to pay cover
charges. Furthermore, eighty percent of students lived at university’s hostel, meet their relative
or friends come from outside at tea shop or other convenience places. Traditional type Tea shops
selling tea, readymade coffee, cold drink and traditional foods in campus are direct and also
indirect competitors and have no competitor as European style coffee bar. Therefore lunching
European style coffee bar will bring new experiences for customers and it will be competitive
advantages for business. Coffee, hot non-alcoholic beverage, consumption is been very
conducive in monsoon and winter seasons. At the same time, hot dry summers drive people into
bar to order ice-coffee. Its discerning coffee drinkers are in favor of well prepared, strong coffee-
based beverages, which they can consume in a relaxing environment. The chart and table below
illustrate the total market potential (in number of customers) of coffee drinkers in “Yezin
Universities Campus”.
Market Analysis

Year 1 Year 2 Year 3 Year 4 Year 5 CAGR

Potential customer Growth
Students and Faculty 2% 6500 6630 6762 6898 7036 2.00%
Teenagers 1% 1000 1010 1020 1030 1041 1.00%
Office workers 2% 1500 1530 1560 1591 1623 2.00%
Other 0% 2000 2000 2000 2000 2000 0.00%
Total 1.54% 11000 11170 11342 11489 11700 1.54%

Market Analysis(Pie chart)

Students and Faculty

Teenagers
office workers
Other