Aviano Coffee as the Preferred Concept Coffee Shop - Term Paper Example

prepared AVIANO COFFEE SHOP I. EXECUTIVE SUMMARY Aviano Coffee Shop wishes to position itself as the preferred concept coffee shop among Dubai’s young men and women who are looking for affiliation in food shops they usually hangout at. As such, it will utilize every opportunity available to be able to penetrate the target market and gain revenues to continue its operations. To meet its corporate objectives, Aviano Coffee Shop shall maximize the capital investments and ensure a positive cash flow through meeting targets and creating a workable profit and loss chart to monitor the transactions. Budget is tight for the first year and as such, management shall be more than careful in its decision making for the business. Employees shall carefully be chosen and the owner shall make sure that each personnel are oriented towards achieving its corporate goal which is to start gaining profit by the end of the first year. Competition would be very stiff with the presence of various coffee shops that have already established their presence in various parts of Dubai and the rest of the United Arab Emirates. Aviano Coffee is also confident in being able to make gains through its Internet channel. Its Marketing efforts shall be intensified to ensure that the corporate message is brought across the target market. To cap this off, Aviano Coffee Shop wants to achieve two things with the business: to share excellent coffee experience through its quality products and to gain profits to ensure presence in the market for a long period of time. II. BACKGROUND Coffee remains to be one of the most preferred beverages anywhere in the world. In the US, it is estimated that 50% of the total population or approximately 150 Million Americans drink coffee in any form, be it espresso, cappuccino, latte or cold coffee. Moreover, among these coffee aficionados, the average consumption is 3.1 cups per day (Coffee Business Statistics Report 2010). As such, it is expected that more and more Coffee shops open and thrive serving the tastes of these coffee lovers. Despite the presence of numerous Coffee shops in the country, there is yet room for more entrepreneurs who want to serve the needs of the Coffee lovers. While some may opt to go traditional, others diversify to create concept shops that do not only serve ordinary coffee, but also the fast growing industry of specialty coffee. It is with these premises that the author proposes to bring into local franchise the Colorado based brand Aviano Coffee. Aviano Coffee is popularly known in Colorado, with its market reach extending to other cities in Denver. Its product line highlights Latte Art, where baristas manually extract espresso. The key to competition is the manner by which specialty coffee drink is done, focusing on aesthetics of the coffee products and the ambience within the coffee shop, which focuses on the 18th and 19th century. Management wants to bring its clients into the specialty coffee experience capturing olden moments through appropriate interior design and shop structure. The thrust is to bring into the shop people who intend to have a good coffee experience (Aviano Coffee 2011). Bringing the concept store in Dubai will prove to be a challenging but exciting experience for the owners. Promoting the business within a unique culture, there will be little tweaks into the concept to ensure that the target market will feel most welcome when entering the concept store. This business plan discusses the strategies by which the concept is introduced to the target market in Dubai, and hopefully to other cities in the United Arab Emirates. III. SITUATIONAL ANALYSIS The United Arab Emirates is considered to be one of the most liberal Middle East Countries in the world, according to the State of World Liberty Index It is also considered to be the 5th highest in the whole world basing on GDP per capita, and is the fastest growing economy globally (Top 5 Most Liberal Muslim Countries 2011). The presence of bars, clubs, movie theatres and commercial complexes are magnets for local and international tourists alike. UAE attracts overseas workers due to the growing economy and the increasing number of foreign and local based companies. UAE’s top city Dubai is considered to be a shopper’s paradise, where shoppers enjoy a wide array of choices for textiles, carpets, spices electronics and gold. It is home to several of the Middle East’s biggest and most popular shopping malls and boutiques that sell the world’s top brands at unbelievably lower costs. It also boasts of cinema theatres, food shops, and entertainment centers for families and tourists (Dubai 2011). The city also offers a year-long series of events that catch every tourist’s attention. Tourism is also at its peak, parallel to its economy. The population of United Arab Emirates is a good mix of locals and other nationalities. People from all over the world have acquired work and settled down in UAE, more particularly in Dubai and Abu Dhabi, where trade is at its peak. The arrival of foreign business has opened employment not only for UAE nationals but for people from other nations as well. Workers coming from other Middle East countries and the rest of ASIA flock the city for opportunities. Approximately 78% of its population belongs to age group 15 to 64 – majority of which are non nationals (Demographics of United Arab Emirates 2011). It is also from within this age bracket which Aviano Coffee Shop targets to attract. Abu Dhabi and Dubai are the top cities as far as population and trade are concerned. Among the food shops located in the shopping malls in Dubai and Abu Dhabi are coffee shops, locally owned and international franchises alike. International franchise such as Starbucks, Caribou, Illy, Coffee Planet, among others are vividly present in the areas where foot traffic is high. It is not a surprise that coffee is such a hit among the Dubai people. It has been said that coffee was first discovered in the Middle East, giving rise to the famous cafe Arabica and Turkish coffee. Fast forward to present day, coffee remains to be the top beverage being offered in offices and establishments when you are in the city for business. For these people, offering coffee is a sign on hospitality. Also, being invited for coffee is usually likened to going to a bar in the western culture. (Arabic Coffee and Traditions in Dubai, Abu Dhabi and the UAE 2011).Coffee shops are major converging points for business meetings or for groups or individuals winding down from work or just hanging out. It is also somehow part of their culture, as much as it is part of other cultures in the whole world. The year 2011 came in with the news that cost of coffee has risen, giving reason for coffee retailers to reconsider their pricing strategies. But the market remains to be friendly with the fact that coffee consumption in the UAE has doubled since 2005, reaching 7,156.4 tons in 2010 (Rising prices jolt Coffee Industry 2011). The continuous increase in demand somehow proves that despite the changing global economy, coffee remains to be in demand, being a primary need among its niche market. Moreover, coffee is more than just a beverage. It is an avenue for social interaction with the growing number of coffee shops in UAE and in the rest of the world. Moreover, coffee is known to have health benefits. Not only an anti-oxidant, coffee and aids in achieving better mental performance (Positively Coffee 2010) The arrival of coffee franchises in the country proves yet another sign that the industry is not only thriving, but at its peak. The growing number of coffee retailers proves that the industry is well developed and still highly competitive. Whilst retailers face competition in other coffee shops, small food stores in convenient spots such as gasoline stations, quick service and fast food restaurants, most franchisers like to invest just a little more to leverage on a well known brand to entice the target market (Coffee Franchise Industry Research – Business Report I 2011). The cost to franchise an established brand may add up to the operational and capital expenditures, but bringing in a brand that is already known in another part of the world will give the business an edge over local competitors and be able to compete with international brands alike. In Dubai, it is the requirement of the law for the foreign investor to have a local partner who will be recognized to hold the majority interest and can take over full control of the business. However, once the registration process is over and done with, the next big step is to start marketing the brand and the products. IV. MARKET DESCRIPTION Aviano Coffee Dubai’s primary target market is the coffee lovers, 18 to 40 years old, who are either at the last years in the university or are already embarking on a career. This group needs coffee and complementary food as both for nurturing and as a tool for social activities. The older students may need coffee as an aid for their studying needs, or a place to stay while they prepare for their homework and studies. With their limited time and budget, they will also look a place that offers reasonably prices and with good service. The young professionals market will also be a target market, as they need to socialize and find comfortable places to meet up with friends. They may also need a place where they could hang out, check on their laptops or just chill. Aviano Coffee aims to cater to their needs by ensuring a good cozy atmosphere conducive for small talk, quiet reading or for relaxation. The interiors will be reminiscent of the 18th and early 19th century, with a particular corner devoted to the local culture, where memorabilia and photos of the 18th century United Arab Emirates will be displayed. Moreover, healthy options shall be introduced and are perfect for this group of people who are also conscious of the food they take. They will express preference for healthy drinks and food without sacrificing their cravings for a good cup of coffee. V. COMPETITORS AND PRODUCTS There are over 100 coffee shops in Dubai, consisting of local coffee brands and international franchises. Among them are Starbucks, Coffee Bean and Tea Leaf and Gloria Jeans Coffee. Among these, there are only several concept coffee shops, which include “The Concept”, a 5-Star Coffee Shop which offers the ambiance of a 5-star hotel. The Cafe serves, apart from coffee, luxury gourmet food in upscale business and residential districts. The company is homegrown and boasts of locally produced coffee blends and recipes (Beteel launches new regional cafe concept in Dubai 2011) Cinnabon Restaurant and Coffee shop, meanwhile offers their niche market a wide array of bread and pastries basically made from the cinnamon ingredient. Although it’s a coffee shop, it also features a whole dining experience as it markets both its coffee beverages and the bakery products. Of course, there is Starbucks, perpetually known for its mocha frappes and cold coffee drinks, their cool and social ambiance that welcomes almost all group ages to gather and convene and even for individuals to bring along their laptop and spend quality time alone. VI. SWOT Analysis 1. STRENGTHS Aviano Coffee has already been established well in another country which will give us the opportunity and chance to bring it to the people of the UAE easily. Management have a number of friends within the age bracket of the target market, and thus have spoken to them regarding what they would personally like in a coffee house which would keep them coming back for more. Such inputs have helped the team design the interior of the coffee house, install free internet, and also, when business begins to boom, to put across discounts and other perks for the customers. The owners’ business know-how, being business management graduates, and at the same time having fresh ideas to breathe into the business are also part of the strength of the business. Further, the team members’ interpersonal skills will surely help the management get the right partners for its marketing and advertising efforts. 2. WEAKNESSES As a pilot venture, Aviano Coffee Dubai will have to determine the right mix of products and services that will suit the target market’s culture and preferences. Aviano Coffee was first conceptualized taking into consideration the western culture; therefore the concepts are fitted for that particular target market. Bringing the concept to Dubai and giving it a fresh twist will be a challenge for the management. Also, as a startup venture, the shop relatively has no loyal customer yet while competitors already have its loyal set of followers. 3. OPPORTUNITIES As mentioned above, coffee is a booming business not only in the Middle East but also with the rest of the world. People will never stop clamoring for a good cup of coffee. The presence of numerous coffee shops in the city proves this. All it will take is a good concept and precise execution for management to be able to get the target market to do repeat trial of its products. 4. THREATS The presence of other coffee shops offering other concepts is one of the threats for Aviano Coffee. The key is how to capture the fancies of the target market. Moreover, the existence of well-established coffee brands such as Starbucks and Illy is also a threat to the existence of Aviano Coffee. Lastly, competitors offering coffee at a lower cost will also prove to be a threat, particularly if the economy will continue to fluctuate and people will look for value-for-money for products over concept products that are available in slightly higher costs. VII. MARKETING OBJECTIVES The marketing objectives are as follows: 1. Introduce the brand and product lines to the target market, and spark and build up interest among them resulting to trial during the first few weeks from within the store opening. 2. Sustain customer interest by introducing phase by phase the product lines and uncovering pocket events that would bring the target market into the shop. 3. Implement a loyalty program that would attract coffee lovers and turn them into frequent buyers, in exchange for the perks and privileges that they will be entitled to. VIII. OVERALL STRATEGY Roughly about 35% of the company’s monthly operational budget shall be allocated to Advertising and Promotional strategies alone. This includes expenses to be incurred in utilizing mainstream media particularly print advertising; other alternative media; and design and production of merchandising and promotional materials. Mainstream-wise, Aviano Coffee shall utilize print advertising particularly through tie-ups with different magazines. Although this would not be the company’s primary vehicle in promoting its products, it would just aim to maximize its relationship with these magazines whose websites Aviano Coffee shall be utilizing in its online campaigns. Internet Marketing has become popular because Internet access is becoming more widely available and used. Well over one-third of consumers who have Internet access at home report to using the Internet to make purchases (Benefits of an Online Approach 2010). Since Aviano Coffee’s target market are studying and working groups who, most likely have internet access either at the office or at home, it chooses to primarily utilize internet marketing to promote its products. Aviano Coffee shall utilize a website that contains pertinent details regarding the company’s profile and products. The menu, as well as events and marketing campaigns shall be featured in this website. Customers will also have the option to pick up their orders by calling the store to-go hotline. Eventually, delivery will also be introduced. Advertising in the listings on the Internet can provide a website with a number of viewers. As such, Aviano Coffee shall do Search Engine Optimization (SEO) by subscribing to the most popular search engines such as Google and Yahoo, among others. The company shall subscribe to advertising services such as Google AdWords, in which the company’s website would appear immediately following key word searches from Internet browsers. This would prove to be cost-effective since Search Engines charge a company only whenever a person actually accesses its website. Further, this would guarantee that the advertising effort would reach the targeted market because one can limit its ad to appear only to people searching in a particular city, state or region. Aviano Coffee would also do Online Banner Advertising, as this is an effective way to promote brand awareness. Online Banner Advertising allows a company to flash its brand name and other details to browsers upon prompting through specified keywords. Although this does not guarantee sales leads, it nonetheless promotes the brand through its repeated appearance on the screen, consequently leading to brand awareness and recall. To save on cost, Aviano Coffee would employ a “cost per lead” or “cost per acquisition” strategy to ensure that it only pays for quality viewers or for browsers who actually expresses interest by logging in Aviano Coffee website. This website would secure numerous key words to maximize the opportunity to flash its banners to Internet browsers. Aviano Coffee will also initiate tie ups with affiliate magazines to reach these publications’ already captured audience. Aviano Coffee shall arrange to create a sub page or hyperlink in its partners’ web page, create a link therein which automatically directs browsers to Aviano Coffee’s official website upon clicking. Word-of-Web is actually a modified version of Word of Mouth Marketing, in which information is passed through verbal means. Word of mouth is typically considered a face-to-face spoken communication, although phone conversations, text messages and web dialogue, such as online profile pages, blog posts, message board threads, instant messages, chat exchanges and emails are also considered word of mouth. This might be informal, and non-quantifiable, but it is also a personal means by which information can be endorsed from one satisfied customer to a potential customer. Aviano Coffee would seek to further modify this means of communication by coming up with rewards for every referral made through its official website. The Company shall launch the “Aviano Coffee Exclusive Circle’, a club exclusive to registered members who have provided their email addresses and other contact details for regular updates on the newest products. Club members may be considered satisfied clients, who may have, at one point or the other, purchased products, or at the very least, repeatedly browsed through Aviano Coffee’s official website. Aviano Coffee would capitalize on the fact that these people who have actually seen, experienced and enjoyed the company website would have great influence when spreading the company’s products and offers through word-of-mouth. Registered members shall be given rewards or downloadable promo coupons for every 10 persons referred. Referral would mean that the club member has provided contact information regarding their referrals. Contact information such as email addresses shall be used to invite the referred customers to browse through the website or visit the shop. The registered member who provided referrals, meanwhile, may enjoy discounts for every purchase through the use of the downloadable promo coupons. In addition to this, part of the efforts involved in word-of-web advertising is the use of direct mailers to be sent to club members and their referrals. Exclusive invitations to fashion shows and galleries, invitations to special promotions shall be given to these referrals to further ignite their interest in the company’s products. These strategies were made in close reference to Aviano Coffee’s marketing mix. Pricing-wise, subscribing to relatively low-cost advertising consequently leads to competitive pricing of the product line up. Promotions-wise, utilizing Internet marketing provides Aviano Coffee with the opportunity to touch base with its target market and interact with them on a more personal level. Interacting with customers online, particularly through interactive activities such as online surveys and the like gives the company the chance to collect valuable feedback regarding its product line up. This enables management to be in constant check whether the products being carried continue to be competitive. This way, the management would be able to keep track of the needed improvements and move on to achieve a distinct advantage compared to competitors so that the target market may prefer patronizing its products over other coffee shops. Aviano Coffee shall rely on the following Internal and External Factors as its Keys to Success: 1. Market Knowledge – As a service-oriented shop, it is crucial for Aviano Coffee to be able to identify in particular the trends in the industry to come up with a good mix in terms of its products and services. Being a concept store, its sole control over its products is the system by which each choice is made regarding the product lines 2. Service Quality – Aviano Coffee shall sell its brand through the service that it offers. It will aim at giving 100% satisfaction to its market, with definite policies regarding after-sales product care and correct handling of customer complaints. 3. Inventory Management – By identifying the right products to push, Aviano Coffee would be able to manage its Inventory by acquiring only those that are sellable and keeping in stock only those that may be disposed for a short period. 4. Targeted Marketing Campaigns – Aviano Coffee will prepare and implement promotional campaigns that will create noise in the market. 5. Right Marketing Mix – Aviano Coffee’s positioning should enable it to penetrate the target market. IX. MARKETING PROGRAMS There will be merchandising activities along nearby roads and villages using announcement banners and streamers where applicable. These materials shall already be in full display two weeks prior to launch. The company will seek the assistance of two or three media personalities who will announce the store in their media appearances in exchange for privileges in the store. This way, traditional media may still be tapped despite limited funds for advertising. There will also be newspaper advertisements one week prior to the launch. This is to be able to announce the launch date and the concept, and spark interest among the local market. The ads will not be sustained anymore with more print ads due to limited number of resources. As mentioned, the internet will be an important tool to captivate the market. There will be an official website for the company which will feature the menu choices. A coffee lovers club will also be launched simultaneously. This club will aim to provide privileges to its members. To become a member, customers should be able to meet the minimum purchase requirements. Members are entitled to obtain materials such as limited edition shirts and other items. They will be given privilege cards for them to use while they are in the store. There will also be loyalty programs to encourage the customers to return for next day purchases. Periodic promotional programs such as raffle and discounts will also be implemented. There will also be thematic celebrations such that customers will be given value added products and service in celebration of certain occasions such as Thanksgiving, Christmas, Valentines and the likes. Word of mouth is an important tool to expand the market. As such, it is important to the company to be able to make each customer’s visit very satisfying and remarkable for the store to be able to earn referrals. The manpower and staff are the main assets of the store. They will form part of the advertising team in such a way that they will be trained to establish good customer rapport. They key is make the customers very comfortable to make them decide not to trade the Aviano Coffee experience even with the most established coffee shop in town. Aviano Coffee will also partake in local activities and will seek to sponsor civic and non civic events. This way, there will be sampling opportunities and the company will have a way to touch base with individuals and groups as well. The objective is to build a solid group of returning customers to be able establish sales and generate returns. It will also partner with local merchants to be able to maximize advertising efforts at a minimal budget. Other merchandising and points of sale materials such as shirts, caps, pens and other premium items will also be available. These will be used as gifts for loyal customers and may also be sold from time to time. X. THE 4 Ps, SERVICES, INTERNAL MARKETING 1. PLACE Aviano Coffee will pilot its first shop in the United Arab Emirates at the International City Central Business District, particularly along Dubai Festival Waterfront Center. There are several coffee shops in this newly opened mall, but none are actually close to being the concept shop similar to Aviano Coffee. 2. PRODUCTS/ SERVICES Product Lines shall be classified into three categories: a. Specialties – include espresso shots and concept coffee beverages handcrafted and intrinsically designed. These are house blends that will also be considered the banner products of the store. b. Coffee and other beverages – include traditional blends of coffee and teas that appeal to those who are not-so-adventurous in their choice of beverages. These may either be served hot or cold. c. Food and pastries – Cakes, bread and pastries will be offered as well. These products will complement the beverages being offered. There will also be sandwiches and salads as part of its “healthy options’ food products. There will be occasional events, acoustic gatherings and sponsored story telling sessions for local artists. There will also be a to-go section which accepts online and phone orders for pickup. Eventually, delivery services shall also be offered. The Aviano Coffee Shop service quality will also be highlighted. While essentially, this is a self-service store, service crews will be trained to provide only excellent sales and after service to the clients. 3. POSITIONING Aviano Coffee is basically for a niche market of coffee lovers who want a whole new experience. Much like its mother store in Denver, its interiors will be designed in such a way that it will bring its customers back in time. Interior decoration and furniture planning will be focused on because on top of the gourmet/ concept coffee to be served, management wants to give attention to the whole coffee experience itself. However, although the product line is basically for this niche market, the shop also offers product lines to traditional coffee drinkers so as not to alienate the rest of the target market. Secondarily, Aviano Coffee welcomes all coffee lovers from all walks of life, guaranteeing a unique Aviano experience 4. PRICING Right pricing is crucial for the business to be able to start having loyal patrons. But it will not sacrifice product and service quality by engaging in a price war. The strategy is basically to offer meal combinations that offer discounted prices for a combination of drink and pastry/ cake slice. With this, it will not only cross-sell but also offer value-for-money packages that would surely attract the target market. PRODUCT COSTS: Espresso Shots $ 8 Cafe Latte/ Cafe Mocha $ 10 Cold Coffee $ 7 - $ 12 Sandwich $ 5 - $ 10 Cookies & Pastries $ 2 - $ 4 Salads $ 4 - $ 8 5. INTERNAL MARKETING There will be internal marketing campaigns such that the sales and service teams achieving their set objectives shall be rewarded for the hard work and dedication. Service crews, sales specialists and backroom staff (barista, chef and bakers) will be evaluated basing on their performance to ensure that the shop will remain to employ the right people highly dedicated to their jobs. XI. FINANCIAL PLANS – REVENUES, BUDGET, PROFITS Aviano Coffee will need to rent a space for its store operations. To achieve its desired look, the store will also have to be renovated and with the help of an Interior Designer, will be arranged to achieve a minimalist look integrated with wooden fixtures and furniture. Other assets for acquisition include baking and bar equipment, kitchen equipment, and dining equipment. Advertising expenses include design and production of merchandising materials; tie up fees, projected sponsorship and talent fee costs. Store Space Rental (Inclusive of first six months rental) $ 12,000 Store Renovation $ 80,000 Store Equipment and Furniture $ 80,000 Advertising and Promotions $ 30,000 Permits and Licenses $ 5,000 Initial Stocks Purchase (Raw Materials) $ 20,000 Other Expenses $ 23,000 TOTAL $ 250,000 PROFIT AND LOSS ANALYSIS   Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Projected Gross Income Coffee 5,000 5,000 8,000 8,000 10,000 10,000 Confectionaries 3,000 3,000 5,000 5,000 8,000 8,000 Total Projected Gross Income $ 8,000 $ 8,000 $ 13,000 $ 13,000 $ 18,000 $ 18,000 Projected Expenses Equipment and Materials             Store Construction and Architecture 80,000           Store Equipment and Furniture 75,000           Registration and Rental Costs             Business Registration Costs 5,000           Store Space Rental 12,000           Manpower Costs 7,000 7,000 7,000 7,000 7,000 7,000 Ads and Promo Costs 10,000     10,000     Others 1,000 1,000 1,000 1,000 1,000 1,000 Total Project Costs $ 190,000 $ - $ - $ 20,000 $ - $ - Coffee 10,000     10,000     Confectionaries 10,000     10,000     Total Projected Expenses $ 210,000 $ - $ - $ 40,000 $ - $ - Net Income $ (202,000) $ 8,000 $ 13,000 $ (27,000) $ 18,000 $ 18,000 XII. IMPLEMENTATION, EVALUATION & CONTROLS Aviano Coffee Shop’s evaluations will be based primarily on meeting sales and marketing objectives as laid out above. Management shall be conducting sales analysis every quarter to ensure that expectations are met, and to implement tactical sales and marketing strategies where applicable. XIII. CONCLUSION The target market’s obvious passion for a good cup of coffee and that one-of-a-kind coffee experience is the driving force behind the concept of bringing Aviano Coffee Shop to the United Arab Emirates. For its owners, there is always one more room for a coffee retailer to innovate and offer a new concept that would aim to satisfy the needs of the target market. This is exactly what they want to do. Starting up this business may take some time and effort considering the regulations in the country. Careful planning and implementation must be observed for the management to be able to stick to the business plan and be prudent in the expenses. Each marketing strategy must be carefully planned for and executed to ensure that it garners measurable results. However, management believes that the key to the business’ success is the management’s drive to make it happen. All ideas and concepts put together will create the ultimate coffee experience that would keep the clients coming back for more. It is Aviano Coffee’s primary goal to bring its customers to a time and place where they could relax and enjoy their handcrafted and blended-to-perfection cup of coffee. Moving from the west to east, it will definitely bring the same experience to the people of Dubai through its top-of-the line beverages and snacks, and be a venue for people to converge and just have their invigorating and relaxing coffee fix. Works Cited “Arabic Coffee and Traditions in Dubai, Abu Dhabi and the UAE.’ Grapeshisa. 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April 11, 2010. http://www.positivelycoffee.org/%2ftopic_performance_statement.aspx “Demographics of United Arab Emirates”. Wikipedia. April 23, 2011. http://en.wikipedia.org/wiki/Demographics_of_the_United_Arab_Emirates “Dubai 2011”. Emirates.Org. April 23, 2011 http://www.emirates.org/dubai.html “Rising prices jolt Coffee Industry”. The National. April 24, 2011. http://www.thenational.ae/business/retail/rising-prices-jolt-coffee-industry Stella’s Gourmet Coffee and Such. April 10, 2010. http://www.stellascoffee.com/ “Top 5 Most Liberal Muslim Countries”. Associated Content from Yahoo! April 23, 2011. http: //www.associatedcontent.com/article/ 823925/ top_5_most_ liberal_muslim_countries.html Read More