· Group project/presentation worth 50 points.
· Groups will consist of 4 members.
· Groups will be self-selected, and 3 preferred topics will be submitted to the instructor to determine which topic you will research and present.
· An equal amount of field and library research will combine to create your presentation of 10 minutes with 2-3 minutes for Q/A.
· All group members must present for a reasonably equal amount of time in front of the class.
· Failure to present reasonably equally will result in zero (0) for that student.
· This is intended to be a group grade with the same grade given for all members; but should it be obvious that each student did not contribute equally (in field research, research, preparation, and presenting), each student will be provided an individual grade. This determination will be made by the instructor.
· If you are researching beer, wine, tequila or vodka, everyone in the group must be 21, and must show proof to the instructor.
Beverage Options for Research
1. Brew Pubs - specializing in small batch produced beers (example, Yard House is not acceptable as they don’t produce beer on-site; acceptable options but not limited to: Karl Strauss, Gordon Biersch, Oggi’s, Stone)
2. Wine Bars, (cannot do wineries; acceptable options but not limited to: Wine Steals, Wine Encounter, Grape, 57 Degrees)
3. Tequila Bars, (places with extensive tequila menus and knowledgeable personnel, such as but not limited to Fred’s….we have the number one tequila bar in the country here in San Diego, tell us where it is in your presentation)
4. Vodka Bars, (you won’t find vodka-only bars, thus find places with extensive vodka menus and knowledgeable personnel, examples: the Strip Club in La Jolla and San Diego) or the Aero Club
5. Coffee houses (acceptable options but not limited to: Coffee Bean & Tea Leaf, The Livingroom, Starbucks)
6. Tea establishments (cannot do Japanese or Chinese Tea Houses as in Balboa Park, acceptable options but not limited to: Infusions of Tea, Teavana. You can do a boba, but only as one as a specialty type of tea establishment)
7. Juice bars, (acceptable options but not limited to: Jamba Juice, Robek’s, Orange Julius)
8. Bottled Water (primary library research, but would be good to visit some bars and restaurants to see what brands they use)
9. Energy drinks (primary library research) (acceptable options but not limited to: Red Bull, Monster, Rockstar)Who are the top 3? Why are they the top 3?
10. Carbonated soft drinks (primary library research) (must do Coca Cola and Pepsi, and the third player is??) #3 in USA? #3 in Mexico?
§ Visit a minimum of three locations for your segment of the beverage industry, and justify why you have selected those locations, as well as where they are. You need to discuss what you find and observe at these three locations – is this indicative of what you are finding in your research as well?
§ When visiting locations it would be ideal for you to all go together, but I realize this may not be possible due to schedules. PLEASE plan to go during off-times, so you can have a chance to speak with managers about their best selling products, how they select which products to use, and so on.
§ If you are doing a non-field research beverage (soda, energy drinks, bottled water), you need to select three top brands, and you do need to go to three locations, such as large grocery stores (e.g. Albertsons, Ralphs, Vons) or beverage sales locations (e.g. BevMo), not convenience stores, and see what sort, amount, and level of shelf-space your beverages get. You may also go to restaurants and bars to see which sort of products are most often used.
□ Compare and contrast the three locations. Compare and contrast to what you are learning in regard to the following research (are they indicative of other concepts out there for this beverage segment?).
· Research anticipated sales/profits/growth/financials (this is a key area on which I expect you to focus!).
· Provide a brief overview, history, and knowledge of this segment of the beverage industry.
· Research trends in this segment of the beverage industry.
· How does this beverage segment pair with food, and what are the corresponding food trends (if any)? (Obviously energy drinks do not pair with food and you don’t need to research or discussion this).
· Why has this segment gained popularity in recent years?
· Research career options within in the segment.
· What are the pro’s and con’s of this segment for the industry.
· What can this segment do to increase sales or establishment locations?
You do not have to use one of the following options versus another, but be sure to create an actual presentation, using poster boards, powerpoints, handouts or other visual aids. These sorts of visual aids will help your audience understand better and will strengthen your presentation.
If using powerpoint, http://www.slideshare.net/thecroaker/death-by-powerpoint the audience is reading your slides they are not listening to you - the speaker. A good rule of thumb is less than 40 words per slide. This would allow the average reader to take in the text in around 12 seconds and then concentrate their attention back to the speaker. We all know that a picture is worth a thousand words, so it makes good sense to use pictures not words.
Professional attire is expected when presenting. You always gain more respect simply by being professionally dressed and it is expected for this and all presentations.
Presentations will be (10 minutes total plus 2-3 minutes for Q/A). Turn a hard copy Reference List on the day of the presentation with a minimum of 12 sources/citations (that is 3 sources per student, which is not a lot to ask, and failure to do that minimal amount of work will definitely speak to your motivation and integrity).
Create a reference list referencing all sourced materials (manager interviews, articles, books, internet pages, etc.). Your Reference List must be cited following APA, MLA or Chicago style referencing. If you don’t know how to do this learn it!! Failure to submit, and or failure to have enough sources, properly formatted will result in minus 5 pts, which is a letter grade. Reference lists are due in hard copy in class on the day you present.
Because the majority of your library research is not your words, be sure to know when to speak in the third person, and when to speak in the first person. Speak in the third person when referring to your field research and when providing statistics. Be prepared to answer where/who your statistical research comes from. Example: “According to Beverage World Magazine, 65% of ….”
The following are a sampling of industry publications. Of your minimum of 12 sources, at least 8 citations must come from 3 or more industry publications such as the following, though there are others. (Do not be a minimal person or a minimal group!):
http://www.business.com/directory/food_and_beverage/reference/publications/
http://www.recipelink.com/rcpbev.html
http://www.netmagazines.com/categories.asp?cID=69&c=52429
Most of these sources will charge you for their articles if you go directly to their websites, thus you must go through our Mesa College Library online databases. We will attend a mandatory library research session during class to learn how to do this. For additional insight into researching businesses and companies, go to:
All figures, statistics, numbers, percentages, and dates need to be noted where they came from!! They are not your ideas, you obtained them from somewhere. Failure to cite them is plagiarism!
Be cautious about spending too much time in export numbers and more in the establishment concepts as they relate to sales, the industry of F&B, restaurants, bars, nightclubs, etc. Stay away from retail numbers.
If you fire a team member from your group, or you personally get fired out of your group for non-performance, you get a zero on the presentation, and you may not do this project solo. This is intended to be a successful group project, please work to make it one.