BusinessPlanfor“SweetCoffee”畢業(yè)論文

1、 編號信息職業(yè)技術學院 畢業(yè)論文 題 目BusinessPlan for “Sweet Coffee”學生許慧學 號57011107系 部商學院專 業(yè)商務英語班 級570111指導教師靜秋 講師顧問教師專業(yè)技術職務 二一二年六月21 / 29學號：57011107BusinessPlan for “Sweet Coffee”“甜心咖啡”商業(yè)策劃書Xu HuiUnder the Supervision ofZhang JingqiuJune 2013AbstractIn this Business plan, we will open a Coffee called Sweet Coffee.

2、It is located in Huaian College town as a western restaurant for leisure time. With the development of economy and increase of college students in Huaian area, we believe that our Coffee will have a great market opportunity. However, our Coffee will face a continued market competition, so we decide

3、to make this marketing plan to promote the growth of our restaurant. We will analyze the environment in order to define the target market. To find our potential consumers, we made a market research which is clear for us to understand. Then, we will make a SWOT analysis to find the problems and oppor

4、tunities for our business. By analyzing the target market and using SWOT analysis, we draw a brief conclusion of the development of ourCoffee shop. Then, we come up with the significant marketing mix strategy, which can help me better operate this coffee shop. And we make a financial analysis for ou

5、r Coffee to run it smoothly and efficiently by monitoring our operation.We strongly believe that our business will be a success. Central, local government and college support college students to start their own businesses, so our businesses must have a good commercial opportunity.Key words: Huai'

6、;an college town ,potential consumers, marketing strategy摘 要在這個營銷計劃,我們將開一個叫甜心的咖啡館。它作為休閑西餐廳建于市大學城.隨著經(jīng)濟的發(fā)展,和地區(qū)學生的人數(shù)增多。我們相信我們的咖啡館將有一個龐大的市場機會。然而,我們的咖啡館也將面臨持續(xù)的市場競爭,所以我們決定讓這個營銷計劃來促進發(fā)展我們的餐廳。我們將分析環(huán)境，以確定目標市場。為了找到我們的潛在消費者，我們做了一個市場調(diào)研，以便我們更加我們清楚了解。然后，我們會做一個SWOT分析，用來找出我們業(yè)務中的問題和機遇。通過分析目標市場，和SWOT分析，我們對于我們的咖啡館得出一個簡

7、單的結論。然后，我們想出了顯著的市場營銷組合策略，這可以幫助我們更好地經(jīng)營這家咖啡店。此外為了咖啡館能夠更加平穩(wěn)的運行，我們也為咖啡館做了一個財務分析來監(jiān)控我們的操作。我們堅信,我們的業(yè)務將會是成功的。中央、地方政府和大學都支持大學生創(chuàng)業(yè),所以我們的企業(yè)一定有一個好的商業(yè)機會。關鍵詞：大學城，潛在消費者，營銷策略ContentsAbstractI摘 要IIChapter 1 Introduction11.1 Background11.2 Sweet Coffee11.2.1 Philosophy21.2.2 Mission21.2.3 Service Guideline21.2.4 Our G

8、oal21.2.5 Our product21.2.6 Function of coffee3Chapter 2 SWOT Analysis52.1 Strength52.2 Weakness52.3 Opportunity52.4 Threat6Chapter 3 Marketing Strategy73.1Strategy types73.1.1Development Strategy73.1.3Product Strategy73.1.4Sales Strategy83.1.5Service Strategy83.2 Analysis of Strategic Issues83.2.1

9、High-End or Low-End?8Chapter 4 Market Analysis and Positioning104.1 The Market Analysis104.2 Economic analysis104.3 Consumer analysis 114.4 Cafe Marketing Mix Strategies11Chapter 5 Implementation and control135.1 Our Entrepreneurial Team135.2Responsibilities and Resume of Core Management13

10、5.2.1General Manager and Executive Director135.2.2 Administrative Manager135.2.3Marketing Executive135.3 The Plan of Implementation and Control for College Students Consumers 5.3.1 The Pre-publicity Strategies and Objectives14Acknowledgments15Chapter 6 Conclusion16Bibliography17Chapter 1 Introductio

11、n1.1 BackgroundChina is one of the world's four ancient civilizations; it has a long history and culture, especially the Chinese food culture. Chinese people's eating habits are different from those of other countries; both eating and drinking are very particular. Many foreign friends have t

12、his quite interested. Today, China is constantly subject to the impact of foreign cultures; many Chinese people have become accustomed to western style of life.With the development of society, the pace of life of people continue to accelerate, students living on campus are not only under the pressur

13、e brought by learning, but also bear the pressure brought by the future employment. University life has become abnormal monotonous and simple, therefore in the deep mind, most students are eager to have a suitable leisure and relaxation area.However, due to the remote location and winter and summer

14、vacations operating off-season, and other reasons, few well-known Western-style fast-food restaurants come to enter the market. Some Western restaurants are expensive, so that few students will eat in them.We have decided with the price advantage and quality services, the traditional business and e-

15、commerce management mode to first enter this market and build our new restaurant: Sweet Coffee.Sweet coffee bar is determined to become a daily necessity for coffee addicts, a place to dream of as you try to escape the daily stresses of life and just a comfortable place to meet your friend

16、s or to read a book, all in one. With the growing demand for high-quality gourmet coffee and great service, Sweet will capitalize on its proximity to the Huai'an college town to build a core group of repeat customers. Sweet will offer its customers the best prepared coffee in the area that will

17、be complimented with pastries, as well as free books that its patrons can read to enjoy their visit.The company will operate a 200 square metres coffee bar within a walking distance from Huai'an college town. The company will operate a 200square metres coffee bar within a walking distance from H

18、uai'an college town. 1.2 Sweet CoffeeSweet Coffee will fill the blank of Western fast-food restaurants in Huai'an. It is located in the scenic and elegant university town. There are dozens of colleges and universities around it. Potential market is vast.The restaurant owns high-quality manag

19、ement personnel and advanced management mode - the combination of virtual team management and traditional management. The restaurant will employ the professional chefs of western food and purchase advanced manufacturing equipment.Sweet coffee willbe known all over the whole country for the quality a

20、nd taste of our trademark Mocha Italia blend. In the future, we will slow-roasting our own coffee beans. Our attention to detail even extends to the training of our coffee experts, or “Baristas” as they are known,who make and serve the coffee for you. This passion for perfection is what makes Sweet

21、coffee special.Now you can experience the ultimate handcrafted coffee for yourself in our brand new Sweet coffee store. As well as a great range of authentic coffee drinks, delicious sandwiches and tempting cakes and pastries, you can always be sure of finding a warm welcome there.1.2.1 PhilosophySw

22、eet coffee cafe will be a star, it has a comfortable leisure environment. you can choose a variety of coffee varieties, and choice of desserts from different countries. We also prepare a special dessert for customers ,who do not eat sugar .1.2.2 MissionSweet coffee will make its best effort to creat

23、e a unique place where customers can socialize with each other in a comfortable and relaxing environment while enjoying the best brewed coffee or espresso and pastries in town. We will be in the business of helping our customers to relieve their daily stresses by providing piece of mind through

24、 great atmosphereconvenient location, friendly customer service, and products of consistently high quality. Sweet coffee will invest its profits to increase the employee satisfaction while providing stable return to its shareholders.1.2.3 Service Guideline“ Quality first, service upmost,Health is th

25、e highest,”s the service guideline that our company keeps always.Our mission is to make you enjoy yourconsumption.We offer our customers with top-quality products and excellent service.1.2.4 Our GoalOur products are very rich in species. We explore the connotation of the campus culture, business cul

26、ture, coffee culture, as well as dining culture. We have an excellent opportunity because the number and size of University City have reached a certain level, and continue to increase and expand. Our capital recovery cycle is relatively short which will help us to re-investment.1.2.5 Our productCapp

27、uccinoCappuccino is an Italian coffee of a kind of change, namely on the partial strong coffee, pour in the steam foaming milk, at this time the color of coffee like cappuccino monks church overlying turban dark brown coat, coffee, hence the name.Black coffeeBlack coffee is without any modification

28、of coffee, black coffee is brought about by the taste of coffee of the original feeling. Black coffee set the coffee bitter sweet glycol acid mixed characteristics, it is original and straightforward, deep and intriguing.Some dessertThere are many kinds of our dessert, they are affordable, and there

29、 are little sugar inside. We insure it will be taste very well and it isnt easy to get fat.1.2.6 Function of coffeeSweet coffee is designed to provide better and more quality services, emphasizing the "Food and Health"1 . Coffee contains certain nutrients. Coffee contains niacin vitamin B,

30、 baked beans with higher levels . And a free fatty acid , caffeine , tannic acid.2 . Coffee is good for the skin . Coffee can promote metabolism, digestive organs can be adjusted , has a great influence on constipation . Use coffee powder bath is a warm therapy, there is weight loss.3 . Coffee can r

31、educe fatigue. Eliminate fatigue , we must supplement nutrition, rest and sleep , promote metabolism, and coffee has these features.4 . One day three cups of coffee can prevent gallstones . For caffeinated coffee , can stimulate the gallbladder and bile easy to reduce the formation of cholesterol ga

32、llstones , the latest Harvard University researchers found that men and two to three cups of coffee a day are 40 percent lower than the probability .5 . Coffee drinkers prevent radiation damage . Radiation damage , especially electrical radiation has become a more prominent kind of pollution . India

33、 has atomic researchers on mice this conclusion can be applied to humans.6 . The health effects of coffee . Coffee has antioxidant, protects the heart , strong bones and muscles , weak and appetizing foods that promote negative Cellulite obsession , dehumidification, promote blood circulation, elimi

34、nate blood stasis, antispasmodic effect.7 . Coffee emotional influence. Experimental results show that the average person one day absorb 300 milligrams ( about 3 cups of coffee ) of caffeine on a person's alertness and mood will bring good results.Chapter 2 SWOT AnalysisSweet coffee need to know

35、 competition's target market, in order to confirm the development direction. We also need to establish solid relationship with their customers, present customers and potential customers included. We need to analyze the advantages and disadvantages of their competitors, so as to adopt suitable me

36、thods to compete with these competitors.2.1 StrengthWe have favorable terrain ,and a strong cultural atmosphere and architectural style with the characteristics of South of the Five Ridges and it is unique.Also Our products are refined and it has a high quality.We have humanized managementprofession

37、al services.And we haveelegant environment ,and private rooms. Because of our location near the college town so more convenient for students. Our interior design and ordinary restaurants are very different,it is more in line withcontemporary people's ideas,we ensure that our products are genuine

38、 goods at a fair price, let you spend the same money enjoy the different treatment.2.2 WeaknessThe price is not high, the price of coffee is not suitable for the general population.And the radiation range is not wide, it is difficult to attract foreign population.Also there is fewer types of product

39、s, led to the selection of opportunities.Our products and services is lack of innovation,and the selling has form single.Maybe the service attitude needs to be improved.Last the local coffee culture atmosphere is not strong.As compared to other types of beverages, coffee costs are relatively high, s

40、o the price is high, some people to bear.And our shop is around the university area , so the foreign population is not very convenient.We have just started, so less products, you can choose the opportunity is relatively small. But we only store sales, unlike some chain stores have been synchronous o

41、nline sales, so for some people, some inconvenient.2.3 Opportunity With economic development, peoples level of consumption increased demands for improved material life, so they are willing to enjoy life.The coffee is elastic space and it's based on coffee, supplemented by a variety of products.I

42、f we want to attract high consumption crowd and attract students lovers ,we must ensure the cultural atmosphere and elegant environment.And If we started the brand, you can expand to the surrounding universities, and expand market share.Now the people's living standard improving, so the consumpt

43、ion level has improved, people pursue spiritual consumption.The coffee shop in a wide range of products, more is the main and auxiliary products, to meet the tastes of different people. Elegant, quiet environment can attract more couples, if our brand can get consumer recognition, we will expand the

44、 market share.2.4 ThreatThe market share is low, so we have no chain store .At the same time by the surrounding tea and other drinks coffee substitute store sales preemption.But the Chinese are not fully able to adapt to Western diet, so we will mainly to Chinese meal, coffee and dessert is only peo

45、ple's leisure time to eat.Because we just started operation, market share is very small, there are many milk tea shop in college town so our product is very competitive, but China has not fully adapted to Western tastes.Chapter 3 Marketing StrategySweet Coffee will fill the blank of Western fast

46、-food restaurants in Huai'an. It is located in the scenic and elegant university town. There are dozens of colleges and universities around it. Potential market is vast.The restaurant owns high-quality management personnel and advanced management mode - the combination of virtual team management

47、 and traditional management. The restaurant will employ the professional chefs of western food and purchase advanced manufacturing equipment. The restaurant mainly engages in selling coffee, soft drinks, Western-style fast food including bread, cakes, chocolates etc. The main object is the teachers

48、and students of the college town enterprises and employees of the Huai'an industrial park, visitors of the tourist attractions in Huai'an, residents of Huai'an.3.1Strategy types3.1.1Development StrategyBased on the outside market, continuous development and taking the form of branches de

49、velop business in the future in Huai'an college town. We will create economies of scale for future sustainable development.We expect the coffee shop in the 2013 period has a strong position in the Huai'an college town in addition to 2015 to open two stores in Huai'an, and to major brand

50、coffee, can let customers can order online. Until 2020 it is expected to open five sweet coffee flagship store in Jiangsu province.3.1.2Personnel StrategyWe will stick to the concept of people-oriented and pay extra attention to personnel. Employees are a business development one of the most importa

51、nt factors, so we will focus on the training and expertise for staff regular training and guidance. For the excellent staff we will give a lot of incentives to stimulate their enthusiasm for work, and for the slack employees, we will make the appropriate punishment, but we will actively communicate

52、with them in order to understand their work situation, so that they can better play their job specialty.3.1.3Product StrategyIn product development, we have professional staff will regularly conduct market research in order to understand this people for various needs of coffee or dessert. Just begin

53、ning to operate, our species is not very comprehensive, but we will continue to be updated to meet market demand. We also developed with our own characteristics cafe.We will be in a year with our coffee shop unique products and taste, to our brand campaign, and characteristics of the food and then d

54、eveloped different tastes more to adapt to different levels of consumers.3.1.4Sales StrategyFor sales strategy, we will be in a different time or holiday custom different plans.We can make our different levels of membership card to adapt to different consumers, and we can during the holidays to 50 p

55、ercent off discount and the same store competition.For one-off consumption high consumer we will make senior membership system, giving them a small gift, and provides us with very high service.3.1.5Service StrategyThe purpose of our service is to create a comfortable dining environment and health fo

56、od for customers. We also make online business to meet the requirements of individual consumers and create the highest customer satisfaction.Our employees engaged in before, we will carry out professional training of our employees. Technically, they must be familiar with all types of products produc

57、ed coffee, but also for the use of machinery also very skilled. Of course, the general staff is not required to know the product production process, but they must also have a professional quality of service, and our staff must be very careful and patient.3.2 Analysis of Strategic Issues3.2.1 High-En

58、d or Low-End?An enterprises product position must be consistent with the position of the enterprise. Sweet Cafe mainly serves for students. Student groups consumption level is not high. They have little demand for upscale food. In order to attract more customers, Sweet cafe must develop low-end market. For the development of high-end market, we will get involved in step by step in the future business, Through continuous market investigation and market testing, as well as the actual force we will de