Mon Chéri: A Friendly Work Environment that Makes Everyone Feel at Home

Abstract

This case study depicts the growth of the company Mon Chéri, which began as a small coffee shop and has since grown into a profitable coffee chain. The case will begin with a brief overview of the company, the business climate, and the competitiveness of the industry. The company model will then be examined, along with its benefits and drawbacks, and strategic choices for future development will be discussed. The goal of this case is to look at Mon Chéri’s plans and efforts to grow and expand its business, with an emphasis on customer experience and a flexible market position. Finally, the example proposes Mon Chéri’s future development in order to meet the demands of today’s challenging world.

The co-founders, owners, and administrators of Mon Chéri, were interviewed for the case. The writers created this scenario to develop class discussion rather than to demonstrate how to handle an administrative situation effectively or ineffectively.

Exhibit 1

1.1 Albanians Increased Per Capita Coffee Consumption, the Record for the High Number of Bars [25]

October 7, 2019.

For years now, coffee bars have been holding the leading position as one of the most important social, cultural and entertainment institutions and for this reason it is enough to look at the number of bars operating in Albania.

The year 2018 saw an increase in coffee imports both in quantity and value. According to Customs data, over 7000 tons of coffee, worth ALL 28.6 billion, were imported last year. Compared to a year ago, imported quantities increased by 32%, while in value by almost 20%.

Data from the last five years show that coffee imports rose again, as they declined during 2017. The highest level of imported quantities was recorded during 2016 with nearly 8500 tons of imported coffee.

1.2 Albania Consumes 2.5 kg of Coffee Per Capita

According to Monitor estimates, during 2018 an Albanian consumed an average of 2.5 kg of coffee, up from a year earlier. With 1 kilo of coffee, a bartender can make between 120 and 150 cups of coffee on average. Thus, an Albanian consumes an average of 300 to 375 coffees a year. However, when calculating per capita coffee consumption, the total population is taken into account, but taking into account that children do not consume coffee, adult consumption may be even higher.

Per capita coffee consumption was calculated by subtracting the amount of coffee exported abroad by imports and dividing it by population. Albania exports modest amounts of coffee to countries in the region such as Northern Macedonia and Serbia.

1.3 The First in the World for the High Number of Bars

According to the latest INSTAT Structural Survey 2016 data, in Albania, the number of bars and restaurants reached 18,795 (14,200 bars and 3965 bars), up 6.3% compared to the previous year (opened about 1200 new bars and cafes in one year and 96 bars and restaurants are closed).

With a population of 2.87 million, Albania has 654 bars per 100,000 inhabitants, according to Monitor estimates, or 1 bar per 152 residents.

Albania also surpassed Spain in 2016, which still holds the European Union (EU) and world record for the highest number of bars per capita, with 592 bars per 100,000 inhabitants, or one bar- coffee for 169 residents, according to a recent EU study.