The Broadway Café Final Project

Abstract
I inherited my grandfather’s coffee shop “The Broadway Café “ which is a family business coffee shop located in Atlanta, Georgia. Our business specializes in coffees, teas, full service bakery, and homemade sandwiches, soups, and salads. It was once a hotspot for many years but for the past five years the business has been declining, due to using the old fashion method, and not using the most up to date technology to stay in today’s era with it’s other competitors. Although my grandfather had conducted a good business back in the 21st century, it now appears as though that new and improved methods need to be in place to his business booming. My grandfather had acquired a wealth of knowledge about the coffee business and unfortunately before he passed way he was unable to share the information with the family. My grandfather had an exceptional memory where he kept a note pad that tracked all inventory, payroll, and store information. My grandfather’s only advertising method was by word-of-mouth, he never recorded any family recipes or made a client list. The café didn’t have a marketing scheme in place to attract new customers. In order to bring the business into the 21st century, the café needs to gain a competitive advantage though the use of technology, deploy a wireless network for it’s customers through Customer Relationship Management, in which involves managing all aspects of a customer’s relationship with an organization to increase customer loyalty and retention and an organization’s profitability (Baltzan, Phillips 2009, pg. 493). Also to a incorporate marketing campaign, sales strategies, and develop project management activities for implementing solutions.

Part I Competitive Advantage using Porter’s Five Forces The Broadway Café is the only coffee shop in our local neighborhood. Employees have