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TABLE OF CONTENTS Executive Summary 1. Introduction 1 1.1. Background 1 1.2. Purpose 1 2. The Opportunity 2 3. Environmental Analysis 3 3.1. Porter's five forces 3 4. Competitive Analysis 4 4.1. Direct Competitors 4 4.2. Indirect Competitors 5 5. Market Analysis 6 5.1. Market Size 6 5.2. Market Growth 6 5.3. Market Potential 7 5.4. Segmentation 7 6. Advertisement, Sustainability, and Social responsibility 8 6.1. Advertisement 8 6.2. Sustainability 8 6.3. Social responsibility 8 7. Internal Analysis 9 7.1. Management Team 9 7.2. SWOT Analysis 10 7.3. Sustainable Competitive Advantage 12 7.4. Finance 14 7.4.1. Financial Analysis 14 7.4.2. Cash Projection and Return on Investment 15 7.5. Time Scales 16 7.6. Risks and Contingency Plan 16 7.7. Critical Success Factors 17 7.8. Exit Strategy 17 8. References 18 9. Appendices Appendix1 : Demographic profile, Land use and business activity, and Number of workers in Melbourne i Appendix2: Menu lists ii Appendix3: Voucher iii Appendix3: Financial Data iv 1. Introduction 1.1. Background Café culture has entrenched in Australian lives. Over the review period, Australians shifted towards a more affluent lifestyle. The café culture is in turn drove demand for premium specialty products in the retail channels. One of the lifestyle changes was that a café culture became prevalent in Australia. Food service or out-of-home consumption (Café and Restaurant) will continue to grow...

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