寫影評技巧-澳大利亞的咖啡文化市場

寫影評技巧-澳大利亞的咖啡文化市場
在餐館、咖啡館等場所，咖啡的消費量已超過每年10億杯。這意味著在過去10年裡增長了65%。即使在2000年到2005年之間，咖啡貿易銷售額也增長了大約18%。咖啡文化的普及程度的增長，使得2007年的營業額以每年5%的速度增長。通過外賣銷售的咖啡已經達到31%。預計未來的增長領域將是fast coffee (Euromonitor, 2008d)。這一趨勢也與更大比例的外賣尺寸有關，400ml的杯子越來越受歡迎(Euromonitor, 2008d)。然而，可以說，這些趨勢是由星巴克推動的，尤其是與更大的規模有關。在澳大利亞，大約有14000家餐廳和咖啡館提供各種類型的咖啡。在2006-2007年期間，咖啡銷售創造了97億美元的收入。然而，儘管有這些數據，咖啡業務並不能保證一定會成功。澳大利亞咖啡零售市場不景氣。
據官方數據顯示，網吧經營並不總是盈利的，網吧的淨盈利能力下降到4%左右。為了咖啡業務的成功，新的和即將到來的咖啡館必須提供比當地競爭對手稍好一點的咖啡。這種競爭優勢必須持續下去。澳大利亞喝咖啡的人很有眼光。他們可能會特意去買好咖啡。他們不像在其他國家那樣容易被說服，那裡的人們只是到離他們最近的咖啡館去。此外，為了盈利，一個咖啡館每週需要15公斤咖啡的營業額。 11公斤是全國平均水平，咖啡館的要求必須高於平均水平才能開始盈利。在它進入市場之前，新來者必須了解這一點。與盈利能力相關的另一個制約因素是咖啡師的僱傭成本，可能在每週1000美元到1500美元之間。儘管如此，這個成本可以被認為是交付一個更好的產品所必需的。

寫影評技巧-澳大利亞的咖啡文化市場

In the restaurants, cafes and other outlets, the consumption of coffee has been over one billion cups per year. This represents a 65 percent increase over the last one decade. Even between 2000 and 2005, there was an increase of coffee trade sales by about 18 percent. The popularity growth of the café culture has the result in the growth of trade volume sales at 5 percent annual rate in 2007.The coffee that has been selling through takeaway of the food service has been in the tune of 31 percent. It is also anticipated that the future growth area will be the fast coffee (Euromonitor, 2008d). The trend is also with regards to the takeaway sizes of larger proportions, with an increasing popularity for 400ml cups (Euromonitor, 2008d). However, it can be argued that the driving of these trends was done by Starbucks, particularly in relation to the larger sizes. There have been around 14,000 restaurants and cafes that serve a range of coffee types in Australia. In the period 2006-2007, the generation of employment regarding coffee selling has been to the tune of $9.7 billion in income. However, in spite of this data, the business of coffee is not guaranteed for success. The retail market of coffee in Australia is tough.
As per the official figures, the business of cafes is not profitable always, with cafes’ net profitability decreasing to about 4 percent. For the success of the café business, the new and upcoming cafes must be offering coffee that is marginally better than the local competitors. And this competitive advantage must be continued consistently. There is discernment among the coffee drinkers of Australia. They can be going out of their way to buy good coffee. They cannot be persuaded easily as in other countries, where the people simply touch down the café that is nearest to them. Moreover, for making a profit, a café requires a turnover of 15 kg of coffee per week. The 11kg is the national average and the requirement of the cafes has to be above average to start with and make profits. The newcomers must have the understanding of this before it enters the market. Another constraint that exists related to the profitability is the hiring costs of the baristas that may cost between$1000 and $1500 per week. Nonetheless, this cost can be considered as necessary in delivering a superior product.

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