Caso 3 - Cafes Monte Bianco

Harvard Business School

9-198-088 !"#$%&'#"()"*%+,%-...

Cafes Monte Bianco: Building a Profit Plan “We are facing a decision that may well affect the future of our company. I expect that each of you has adequate information to support your arguments. I don’t want to spend our time talking about what might be without actual data.” T2>E'('%M>@#"552,%/UV%'B%/>B";%N'=5"%L2>=E',%4><%E>@@"<%54"%;"E'=<%(""52=3%5'%<"@2=">5"%54" BG5G*"% 'B% 54"% E'(0>=1$% % N>=GB>E5G*2=3% 0*2#>5"% )*>=<% E'BB"";% B'*% ;G0"*(>*W"5;% 2=% X5>@1% 4><% ;>#"< />B";%N'=5"%L2>=E'%54*""%1">*;%>3'$%%C'A"#"*,%25%A>;%='5%E@">*%5'%42(%A4"54"*%54"%E'(0>=1%;4'G@< E'=52=G"%5'%2=#";5%2=%542;%(>*W"5$ />B";% N'=5"% L2>=E'Y;% 5'0% (>=>3"("=5% 5">(% A>;% >@@% 2=% 54"% *''(% A254% 54"% "ZE"052'=% 'B !')"*5'%L2>=E42,%![\%(>=>3"*,%A4'%A>;%2=%/'@'()2>$%%D4"%*";5%'B%54"%5">(%A"*"%T2'#>==2%/>@#>*', (>*W"52=3%<2*"E5'*]%:>'@'%/>=5>*>,%(>=GB>E5G*2=3%<2*"E5'*]%\2='%L>;52E',%B2=>=E2>@%'BB2E"*]%>=<%/>*@> M>@#"552,%<2*"E5'*%'B%;5*>5"32E%0@>==2=3$ />B";%N'=5"%L2>=E',%@'E>5"<%2=%N2@>=,%A>;%>%(>=GB>E5G*"*%>=<%<2;5*2)G5'*%'B%0*"(2G(%E'BB""$ N'=5"% L2>=E'% E'BB"";,% <2;5*2)G5"<% 54*'G34'G5% UG*'0",% 4><% >% *"0G5>52'=% B'*% 0*'=1%4><%)""=%B'G=<"<%2=%54"%">*@1%0>*5%'B%54"%E"=5G*1%)1 N>*2'% M>@#"552,% 3*>=54"*% 'B% 54"% EG**"=5% /UV$% % N>*2'% M>@#"552,% >B5"*% ;0"=<2=3% ;"#"*>@% <"E><";% 2= M'G54%O("*2E>%A'*W2=3%>5%E'BB""%0@>=5>52'=;,%4><%E'("%)>EW%5'%X5>@1%5'%E'()2="%54"%)";5%)">=;%54>5 4"%4><%"=E'G=5"*"<%*""*$%%^G2EW@1,%N'=5"%L2>=E'Y;%E'BB""%)"E>("%W='A=%>*'G=<%N2@>= B'*%25;%5>;5"%>=<%4234%FG>@251$%%N>*2'%0>;;"<%542;%W='A@"<3"%5'%42;%;'=,%!G33"*',%A4'%0>;;"<%25%'=%5' T2>E'('$%%D4"%M>@#"552Y;%B>(2@1%4><%'A="<%54"%E'(0>=1%B'*%'#"*%"23451%1">*;$ U#"*1% 1">*,% T2>E'('% ;0"=5% 5A'% ('=54;% 5*>#"@2=3% >*'G=<% 54"% A'*@<% #2;252=3% E'BB"" 0@>=5>52'=;,%@">*=2=3%>)'G5%="A%)">=;,%>=<%(>2=5>2=2=3%42;%*"@>52'=;420;%A254%E'BB""%0*'=1% >@;'% 4><% >% @>)'*>5'*1% A254% B2#"% 0"'0@"% A4'% 5*2"<% ="A% E'()2=>52'=;% 'B% B@>#'*;% >=<% 5";5"< FG>@251% ;5>=<>*<;% B'*% 0*'@*"><1% 2=% 54"% (>*W"5$% % D4";"% 0"'0@"% A"*"% 2=% E@';"% E'=5>E5% A254 0*'=<%>@;'%5*>#"@"<%B*"FG"=5@1%5'%#2;25%0@>=5>52'=;$

The Future of Cafes Monte Bianco T2>E'(',% 2=5"=5% '=% ;G*0>;;2=3% 42;% 3*>=54"*Y;% ;GEE";;% >=<% (>W2=3% >% =>("% B'*% 42(;"@B, A>=5"<% 5'% 3*'A% 54"% )G;2=";;% >33*";;2#"@1$% % V#"*% 54"% 0>;5% B2#"% 1">*;,% 4"% 4><% "Z0>=<"<% E>0>E251% )1 )G2@<2=3% >=% "Z0"=;2#",% ;5>5"H'BH54"H>*5% B>E2@251$% % D4"% 0"*B'*(>=E"% 'B% />B";% N'=5"% L2>=E'% 4><% )""= Doctoral Candidate Antonio Dávila and Professor Robert Simons prepared this case as the basis for class discussion rather than to illustrate either effective or ineffective handling of an administrative situation. /'01*2345%6%7889%)1%54"%:*";2<"=5%>=<%?"@@'A;%'B%C>*#>*<%/'@@"3"$%%D'%'*<"*%E'02";% '*%*"FG";5% 0"*(2;;2'=% 5' *"0*'5"*2>@;,%E>@@%7H9..HIJIH+K9I,%A*25"%C>*#>*<%LG;2=";;%ME4''@%:G)@2;42=3,%L';5'=,%NO%.-7KP,%'*%3'%5' 4550QRRAAA$4);0$4>*#>*<$"*5% 'B% 542;% 0G)@2E>52'=% (>1% )"% *"0*'% *"5*2"#>@% ;1;5"(, G;"<% 2=% >% ;0*"><;4""5,% '*% 5*>=;(255"<% 2=% >=1% B'*(% '*% )1% >=1% (">=;S"@"E5*'=2E,% ("E4>=2E>@,% 04'5'E'012=3, *"E'*<2=3,%'*%'54"*A2;"SA254'G5%54"%0"*(2;;2'=%'B%C>*#>*<%LG;2=";;%ME4''@$ 1

198-088

Cafes Monte Bianco: Building a Profit Plan

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n%%%%%n%%%%%n%%%%%n%%%%%n%%%%%n Assignment: Evaluate the attractiveness of the private-brand strategy. 1.

Using the projected production plan for private-brand coffee (Exhibit 5), estimate key accounting variables for the profit wheel, cash wheel, and ROE wheel. Based on your analysis, what recommendations would you make to Giacomo Salvetti? 3

198-088


Exhibit 1

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198-088

Exhibit 2

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Coffee Grade Price per kilogram

D 8,800

C

B

BB

A

AA

AAA

19,500

26,600

30,000

35,500

39,000

42,600

VOLUME (kg.) Advertising /Sales -,P8I,...

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198-088

Exhibit 3

U;52(>5"<%/';5%0"*%o=25%B'*%\2BB"*"=5%:*2E";RT*><";%>=<%r'@G("

Coffee Grade Prices per kilogram Unit cost (liras) Fixed costs (thousands of liras)*

D 8,800

C 19,500

B 26,600

BB 30,000

A 35,500

AA 39,000

AAA 42,600

6,600 3,319,500

12,485 4,100,500

14,275 4,100,500

16,288 4,100,500

17,791 4,100,500

19,166 4,100,500

20,441 4,100,500

7J,988 7-,7PP 7.,+J8 8,8-. 8,PKK 9,8+7 9,K+I 9,JJJ 9,-K. 9,7.8 +,89P +,9++ +,+9K +,+.+ +,KP+ +,I+K +,7IP

--,+PK 78,P78 7+,K77 7K,I9K 7I,8.7I,J7J 7I,.J9 7J,+KP 7J,IPI 7J,PJ8 7J,78J 7J,.K7P,8J8 7P,9I7P,+KK 7P,K87

-9,.J-J,K-I --,87+ -7,98-7,-.9 -.,+-. -.,PIJ -.,.K8 78,9J7

-8,J7+ -K,... -J,-8-P,-K+ --,I9P --,.8I -7,+-8

P.,K8-+,-+I -I,IK+ -J,IJ-

Volume 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 1,600,000 1,800,000 2,000,000 2,200,000 2,400,000 2,600,000 2,800,000 3,000,000 3,200,000 3,400,000 6,000,000

COST PER UNIT -J,I-K -K,IP8 -7,7.8 -P,7-78,J.7 -7,J7J 79,P+K -.,P98 7+,K878,+.I 7+,-.J 78,-7+ 7K,9P9 79,9I7 7K,IIP 79,IKK 7K,P-I 79,PP9 7K,7P8 79,7I7I,89J 7+,88+ 7I,9I-

n%?2Z"<%E';5;%B'*%0*"(2G(%E'BB"";%2=E@G<"%0*2#>5"%)*>=<%B2Z"<%E';5;$

-6-


Exhibit 4

198-088

M>@";%\G*2=3%-...

Year 2000

Sales Private

Sales Premium

Percent

(kilograms)

(kilograms)

of Total

%s>=G>*1

97,+8-

9J,87K

+$7k

%?")*G>*1

7.P,K9.

7.+,KJ.

8$.k

%N>*E4

7PI,8PK

7J7,7-9

77$9k

%O0*2@

9K,J..

98,+..

+$Ik

%N>1

8P,P7-

8K,9+K

9$7k

%sG="

I+,K..

I8,9..

I$.k

%sG@1

J9,P9J

I.,-P-

J$-k

%OG3G;5

P9,.7K

P8,JK9

P$Pk

%M"05"()"*

+9,PPK

97,P-9

K$9k

%VE5')"*

7I.,87-

7IK,K+K

7P$7k

%&'#"()"*

7P8,P8-

7JJ,+7K

7-$7k

%\"E"()"*

7P9,-J.

7JP,I-.

7-$.k

7,7I-,...

7,78K,...

7..$.k

7

198-088

Exhibit 5

\2='Y;%:*'=%B'*%:*2#>5"%L*>=<%V=@1

X=252>@%X=#"=5'*1 s>=G>*1 ?")*G>*1 N>*E4 O0*2@ N>1 sG=" sG@1 OG3G;5 M"05"()"* VE5')"* &'#"()"* \"E"()"*

Capacity

Production Private

Inventory Private

Sales Private

2000 Actual Sales Percent

%I..,... %%%%%%%%%%%I..,... %%%%%%%%%%%I..,... %%%%%%%%%%%I..,... %%%%%%%%%%%I..,... %%%%%%%%%%%I..,... %%%%%%%%%%%I..,... %%%%%%%%%%%I..,... %%%%%%%%%%%I..,... %%%%%%%%%%I..,... %%%%%%%%%%%I..,... %%%%%%%%%%%I..,...

%%%%%%%%%%I..,... %%%%%%%%%%%I..,... %%%%%%%%%%%I..,... %%%%%%%%%%%JI.,... %%%%%%%%%%%J9K,... %%%%%%%%%%%P8.,... %%%%%%%%%%%I..,... %%%%%%%%%%%I..,... %%%%%%%%%%%I..,... %%%%%%%%%%%I..,... %%%%%%%%%%%I..,... %%%%%%%%%%%I..,...

%7+J,... %%%%%%%%%%%-J9,... %%%%%%%%%%%-.9,... H H H %%%%%%%%%%%%%8.,... %%%%%%%%%%%PP9,... %%%%%%%%%%%KJ.,... %%%%%%%%%%%+P-,... %%%%%%%%%%%JJK,... %%%%%%%%%%%--.,... H

%%%%%%%%%%%J-K,... %%%%%%%%%%IJ.,... %%%%%%%%%%%+.9,... %%%%%%%%%%%JI.,... %%%%%%%%%%%J9K,... %%%%%%%%%%%P..,... %%%%%%%%%%%-I-,... %%%%%%%%%%%789,... %%%%%%%%%%%J.9,... %%%%%%%%%%%+9K,... %%%%%%%%%%%+-K,... %%%%%%%%%%%+-.,...

+$7k 8$.k 77$9k +$Ik 9$7k I$.k J$-k P$Pk K$9k 7P$7k 7-$7k 7-$.k

%%%%%%%%K,...,...

%%%%%%%%I,9-K,...

H

%%%%%%%%K,...,...

7..$.k

-8-

Caso 3 - Cafes Monte Bianco

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