工商管理英语论文.doc

business plan . . iii1. introduction to plan . . v2. summary of plan . . vi2.2. proposed offerings: . . vi2.3. management and core members: . . vi2.4. proposed markets and present status: . . vi2.5. financial projections: . . vii2.6. conclusion: . . viii3. mission, strategies etcs. . viii3.1 vision : . . viii3.2 mission :. . viii3.3 objectives : . . ix3.4. swots :. . ix3.5. strategies : . . ix3.6.goals/targets : . . ix4. present status. . ix4.1 background : . . ix4.2 sales and marketing : . . x4.3 operations and management: . . x4.4 finances . . xi5. product/service descriptions . . xii5.1. general descriptions . . xii5.2. key features . . xiii5.3. main benefits: . . xiv5.4. main competitors . . xiv5.5. pricing plans:. . xv6. profiles of target markets . . xvi6.1. general background: . . xvi6.2. review of competition:. . xvi6.3. customers . . xvii6.4. medium-term projections:. . xvii7. marketing strategies, sales plan and projections. . xvii7.1. key marketing strategies . . xvii7.2. sales plans . . xviii7.3. sales expense . . xviii7.4. sales forecast. . xviii8. operational plans . . xix8.1. locations and facilities . . xix8.2. capital expenditure projections . . xx8.3. operating cost projections. . xx9. management and administration . . xxi9.1. management structure. . xxi9.2. head count projections . . xxiiii 10. financial projections . .xxiii10.1. income and projections . .xxiii 10.2. balance sheet projections . . xxv 10.3. cash flow projections. . xxvi11. funding . . xxvi11.1 funding requirements. . xxvi 11.2 funding proposals. . xxvi12. implementation. . xxvii12.1. first year . . xxvii 12.2. subsequent years . . xxvii 12.3. contingency plans . . xxvii iii business plan 1. introduction to planthe name of restaurant is “feel inside” which means eat inside and feel inside, we intend to make customers eat happily and freely, the scale of our hall reached to 240 square meters, and it located in the vacant flat beneath “song ling garden”, and the main target customers are the boys who live in “song ling garden” because of the special position (about 4000 persons).the main breakfast supply of our campus hall : steamed stuffed bun、steamed bread、deep-fried dough sticks、bean flower、soybean milk 、porridge、egg、fried cake、noodles；we will specially open a retail department in hall(selling the daily necessities) which supplies bread、milk（in the winter, we will supply hot milk to satisfy the needs of students）、yoghourt, the reason for the retail department is for the students who get up late and have no time for breakfast , and there has no retail department nearby, if we open it , we will increase the profits and at the same time , we will pay little price for it because there is rarely competition there.according to the questionnaire survey: boys always choose the caldron dish (which takes up 30% of the questionnaire survey that are taken back), sprinkle (which takes up 20% of the questionnaire survey that are taken back), fry rice (which takes up 20% of the questionnaire survey that are taken back, cover casting (which takes up 12% of the questionnaire survey that are taken back), from that, we decide to open two main parts for lunch windows, one is the window for caldron dish, the other is for the window for sprinkle which also contains fry rice、cover casting、teppanyaki. because in the search many students pay much attention on the species of dishes, so the caldron dish we will supply everyday likes that: 4 kinds of cold vegetable dish in sauce, 20 kinds of hot dishes,whatmore, we will push off one to two kinds of dishes per week, we also calculate the dishes every half month and weed out the unpopular dishes, but the total number of the dishes are kept at about 24(we will properly increase or decrease the number according to physical truth), for the sprinkle window we supply everyday as follows: the main style of the dishes species are the food that they usually choose to eat, it is not only can reduce the costs but also can cut down the unnecessary waste. the aim to open the window for sprinkle is just to meet the students various demands of taste, and our competitors such as “gong tong hall” and “yin xing hall” have no windows like that, according to the questionnaire survey, the students who go to backstreet to eat almost choose these dishes of this window, it is not only can form the special and unique advantage but also can have merit convenient of the geography, and in the noon we also open the window for noodles. besides it, we also supply the vegetable soup andv pickles to students for free to bring the specific moving for students, because other dining halls do not give service like that. for the supper windows: we will cut down the sum of species to 20 ( the numbers are 3 kinds of coldvegetable dish in sauce and 17 kinds of hot dishes), and we will supply steamed stuffed bun、steamed bread、eggs、cold noodles、cold noodles with sesame sauce. besides that, the dishes we supply in supper are almost the same as lunch windows. for the night snacks: according to according to the questionnaire survey, we find that boys have the habitof eating night snacks and they are lazy to go on foot, so our dining hall will offer the cold noodles、cold noodles with sesame sauce、bread、milk、noodles、steamed stuffed bun、steamed bread. according to it, we will open the small scale windows all the times by day which will offer the snacksand sprinkle for the needs of students who get up with no punctual time, because the specialness of time , we will carry out the system of organization as work shift to satisfy the rest needs for workers, apart from it, we will supply the promotions per day, such as the discount of some dishes and drinks.2. summary of plan2.1. mission: the goal of us is to act as the model campus restaurant in cdut university oftechnology, and at the first year we should not only take back the cost but also gain retained profits.2.2. proposed offerings: the name of our campus restaurant is “feel inside”(the name of it means “eat inside, feel inside”, entirely enjoy the course of eating ), our hall mainly operates divers breakfast 、lunch、supper、night snacks and some drinks.2.3. management and core members: there are 3 people as our core member. they separately comes from business administration (total 2 people, they partly act as general manager and purchasing specialist) and accounting profession (1 people) who acts as the accountant and is responsible for daily financial affairs and the measure of profit and loss, after selecting the address, we finally find 4 cookers though various approaches, the level of them is partly secondary chef (1 person), third chef (3 persons), waiters and waitress are altogether 15 persons (the arrangement of human resources have the detail introduction later).2.4. proposed markets and present status: though the results of investigation questionnaire and our analysis of it, we fixed the location of our campus restaurant nearby the “song ling garden”vi which contains a series of dormitories in cdut university of technique, because we consider many factors together. such as, the scale of the hall, the extent of difficulty to get the place and the aspects students are most concerned about (the convenient level of eating in campus), and this will be introduced in the following page. it is still in the state of building over “song ling garden”, and at this moment, there already have accomplished several flats and lived many university students (about 4000 persons),whats more, there is no hall near it and our university will increase enrollment later. the tendency of expanding in “fu rong garden”、“yin xing garden”and “gong tong garden” is barely promising, which means the students who is belong to the increasing enrollment will almost habit in “song ling garden”, that is to say, no matter the market scale and the foreground are both good. in addition, in the questionnaire survey, the location of restaurant ranks which students secondary hope to open is to neighbour the “song ling garden”(take up 23% of the questionnaire survey which are taken back), it is an evidence that the consumers need it and the market is good. even though there are several vendors in the only way to “song ling garden”, but it cannot establish the competition and threaten in the long term. so it is a perfect time to grab the market with the harvest of capture the opportunities a、 low level competition and low rent costs.2.5. financial projections: the initial fund of our restaurant is 430,000yuan, and with twomonth we will finish the fitment. according to budget, the shop hours per year of our hall are 11 months(with no winter holiday), the retained profits are 256,863.70yuan (the left profits detaching the investitive fund at the beginning), because the increasing enrollment next year, the retained profits will aggrandize to 650,000yuan, due to the stable consumer market, the risk of the items is slightly low.vii 2.6. conclusion: the opening time of restaurant is 11 months (we do not open in winter holiday), the retained profits are 256,863.70yuan (the left profits detaching the investitive fund at the beginning), because the increasing enrollment next year, the retained profits will aggrandize to 650,000yuan, due to the stable consumer market, the risk of the items is slightly low.3. mission, strategies etcs3.1 vision :because the increasing enrollment next year, the retained profits will increase year after year, due to the stable consumer market, the risk of the items is slightly low, and the vision is good.3.2 mission :our goal is to act as the model campus restaurant in cdut university of technology, and at the first year we should not only take back the cost but also gain retained profits.viii 3.3 objectives :the main target customers are the boys who live in “song ling garden” because of the special position-“song ling garden” (about 4000 persons)3.4. swots :3.5. strategies :try to leave the customers though our diverse species and good taste, whats more, we will using our trump card-good service, because consumer is the god and according to our research-it is a common failing of campus dining hall and almost no restaurants pay much attention on it, and a lot of students complain about it, even some get angry.3.6.goals/targets :our goal is to act as the model campus restaurant in cdut university of technology, and at the first year we should not only take back the cost but also gain retained profits.4. present status4.1 background :the origin of our company :one day, the core members of us walked around our university talking about something, with no attention, we reached “song ling garden”,ix to our supervise, there is no eating place there, and it is a little far from “gong tong garden” and ” yin xing garden”, both of us suddenly had the same idea of opening a restaurant here, because the stable and large consumer(about 4000 persons) market and the numbers will increase year after year for the increasing enrollment of our school. our dining hall is located in “song ling garden”, and is founded in 2011. now we have 22 staffs in our dining hall.4.2 sales and marketing :4.3 operations and management:we have built a set of management system , from the staff wages 、staff inspiring、 staff disciplines to core members management, it is not only aimed at having a good working atmosphere and mood but also have an environment to function well. such as, carrying out the work shifts systems plans to keep their enough rest time, using physical and mental rewards for good performance staff to form a good working and competition stage.x the operations just like this: one core member comes from business management in charge of the whole function of our hall and harmonizes the work between staff and deals with some sudden matters. the people in charge of purchasing should strictly check up the coming goods from outsides and he should guarantee the fresh degree and the proper price at the course of buying things. the people comes from accounting profession responsible for daily financial affairs and the measure of profit and loss. the secondary cooker is responsible for choosing the species of the dishes styles and is the main cooking people, the third cookers (2 persons) are responsible for the part of frying dishes. the waiters and waitress (15 persons) are responsible for cleaning jobs per day and to serve in a dish. 4.4 finances xi 5. product/service descriptions5.1. general descriptionswe will divide our main products into 6 parts (there are breakfast window、lunch window、supper window、night snacks window 、the special windows 、canteen) which is differentiated in terms of time per day, from morning to night.the main breakfast supply of our campus hall : steamed stuffed bun、steamed bread、deep-fried dough sticks、bean flower、soybean milk 、porridge、egg、fried cake、noodles；we will specially open a retail department in hall(selling the daily necessities) which supplies bread、milk（in the winter, we will supply hot milk to satisfy the needs of students）、yoghourt, the reason for the retail department is for the students who get up late and have no time for breakfast , and there has no retail department nearby, if we open it , we will increase the profits and at the same time , we will pay little price for it because there is rarely competition there.for the lunch window ：we decide to open two main parts for lunch windows, one is the window for caldron dish, the other is for the window for sprinkle which also contains fry rice、cover casting、teppanyaki. because in the search many students pay much attention on the species of dishes, so the caldron dish we will supply everyday likes that: 4 kinds of cold vegetable dish in sauce, 20 kinds of hot dishes,whatmore, we will push off one to two kinds of dishes per week, we also calculate the dishes every half month and weed out the unpopular dishes, but the total number of the dishes are kept