(完整版)Business_Plan_for_“Sweet_Coffee”_毕业设计.doc

1、编号淮安信息职业技术学院毕业论文Business Planfor“Sweet题目Coffee”学生姓名许慧学号系部商学院专业商务英语班级570111指导教师【张静秋】【讲师】顾问教师【姓名】【专业技术职务】二一二年六月Business Plan for“Sweet Coffee”“甜心咖啡”商业策划书Xu HuiUnder the Supervision ofZhang JingqiuJune 2013AbstractIn this Business plan, we will open a Coffee called Sweet Coffee. It is located in Huai a

2、n 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 , so we decide to make this marketing plan to promote the growth of our restaurant.We will analyze the environment in order to def

3、ine 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 opportunities for our business. By analyzing the target market and using SWOT analysis, we draw a brief conclusion of the

4、 development of our Coffee shop. Then, we come up with the significant marketing mix strategy, which can 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

5、businesses,so our businessesmust college town ,potential consumers, marketing strategy摘要在这个营销计划 , 我们将开一个叫甜心的咖啡馆。它作为休闲西餐厅建于淮安市大学城 . 随着经济的发展 , 和淮安地区学生的人数增多。我们相信我们的咖啡馆将有一个庞大的市场机会。然而, 我们的咖啡馆也将面临持续的市场竞争,所以我们决定让这个营销计划来促进发展我们的餐厅。我们将分析环境，以确定目标市场。为了找到我们的潜在消费者，我们做了一个市场调研， 以便我们更加我们清楚了解。然后，我们会做一个 SWOT分析，用来找出我们业

6、务中的问题和机遇。通过分析目标市场，和 SWOT分析，我们对于我们的咖啡馆得出一个简单的结论。然后，我们想出了显着的市场营销组合策略，这可以帮助我们更好地经营这家咖啡店。此外为了咖啡馆能够更加平稳的运行，我们也为咖啡馆做了一个财务分析来监控我们的操作。我们坚信 , 我们的业务将会是成功的。中央、地方政府和大学都支持大学生创业 , 所以我们的企业一定有一个好的商业机会。关键词：淮安大学城，潜在消费者，营销策略ContentsAbstract.I摘要 .IIChapter 1 Introduction.11.1 Background .11.2Sweet Coffee .11.2.1Philoso

7、phy.21.2.2Mission .21.2.3Service Guideline .21.2.4Our Goal .21.2.5Our product.错误！未定义书签。1.2.6Function of coffee.3Chapter 2 SWOT Analysis .42.1Strength.42.2 Weakness.42.3Opportunity .42.4Threat .5Chapter 3 Marketing Strategy .63.1Strategy types .63.1.1Development Strategy.63.1.3Product Strategy.73.1.4

8、Sales Strategy.73.1.5Service Strategy.错误！未定义书签。3.2Analysis of Strategic Issues.错误！未定义书签。3.2.1High-End or Low-End? .错误！未定义书签。Chapter 4 Market Analysis and Positioning.84.1The Market Analysis.84.2Economic analysis .84.3Consumer analysis .84.4Cafe Marketing Mix Strategies.9Chapter 5 Implementation and

9、control .115.1Our Entrepreneurial Team.115.2Responsibilities and Resume of Core Management115.2.1General Manager and Executive Director115.2.2 Administrative Manager115.2.3Marketing Executive错误！未定义书签。5.3 The Plan of Implementation and Control for College StudentsConsumers 5.3.1 The Pre-publicity Str

10、ategies and Objectives12Acknowledgments12Chapter 6 Conclusion13Bibliography13Chapter 1 Introduction1.1 BackgroundChina is one of the worlds four ancient civilizations; it friends cultures; many Chinese people style of life.With the development of society, the pace of life of people continue to accel

11、erate, students living on campus are not only under the pressure brought by learning, but also bear the pressure brought by the future employment. University life the deep mind, most students are eager to area.However, dueto the remote location and winter and summer vacations operating off-season, a

12、nd other reasons, few well-known Western-style fast-food restaurants cometo enter the market. Some Western restaurants are expensive, so that few students will eat in them.We one. With the growing demand for its proximity to the Huaian college town to build a core group of repeat customers. Sweet wi

13、ll offer its customersthe best prepared coffee in the area that will 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 Huaian college town. The company will operat

14、e a 200square metres coffee bar within a walking distance from Huaian college town.1.2 Sweet CoffeeSweet Coffee will fill the blank of Western fast-food restaurants in Huaian. It is located in the scenic and elegant university town. There are dozens of colleges and universities around it. Potential

15、market is vast.The restaurant owns of virtual team management and traditional management. The restaurant will employ the professional chefs of western food and purchase advanced manufacturing equipment.Sweet coffee will be known all over the whole country for the quality and taste of our trademark M

16、ocha Italia blend. In the future, we will slow-roasting our own coffee beans. Our attention to detail even extends to the training of ourcoffee experts, or “ Baristas ” as they are known,who make and servecoffeethe for you. This passion for perfection is what makes Sweet coffee special.Now you can e

17、xperience the ultimate our brand new Sweet coffee store. Aswell 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 PhilosophySweet coffee cafe will be a star, it choose a variety of coffee va

18、rieties, 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 create a unique place where customers can socialize with each other in a comfortable and relaxing environment while

19、enjoying the best brewed coffee or espressoand pastries in town. We will be in the business of , friendly customer service, and products of consistently while providing stable return to its shareholders.1.2.3 Service Guideline“Quality first, service upmost,Health is the is to make you enjoy your con

20、sumption.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, businessculture, coffee culture, as well as dining culture. We excellent opportunity because the number and size of Un

21、iversity Citylevel, and continue to increase and expand. Our capital recovery cycle is relatively short which will 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 d

22、ark brown coat, coffee, 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 a

23、re affordable, and there are little sugar inside. We insure it will be taste very well and it isnteasy to get fat.1.2.6 Function of coffeeSweet coffee is designed to provide better and more quality services, emphasizing the Food and Health1 . Coffee contains certain nutrients. Coffee contains niacin

24、 vitamin B, baked beans with . Coffee can promote metabolism, digestive organs can be adjusted , constipation . Use coffee powder bath is a warm therapy, there is weight loss.3 . Coffee can reduce fatigue. Eliminate fatigue , we must supplement nutrition, rest and sleep , promote metabolism, and cof

25、fee prevent gallstones . For caffeinated coffee , can stimulate the gallbladder and bile easy to reduce the formation of cholesterol gallstones, 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 drinke

26、rs prevent radiation damage . Radiation damage , especially electrical radiation . India mice this conclusion can be applied to, dehumidification, promote blood circulation, eliminate blood stasis, antispasmodic effect.7 . Coffee emotional influence. Experimental results show that the average person

27、 one day absorb 300 milligrams ( about 3 cups of coffee ) of caffeine on a persons alertness and mood will bring good results.Chapter 2SWOT AnalysisSweet coffee need to know competitions target market, in order to confirm the development direction. We also need to establish solid relationship with t

28、heir customers, present customers and potential customers included. We need to analyze the advantages and disadvantagesof their competitors, so as to adopt suitable methods to compete with these competitors.2.1 StrengthWe ,and a strong cultural atmosphere and architectural style with the characteris

29、tics of South of the Five Ridges and it is unique.Also Our products are refined and it near the college town so more convenient for students. Our interior design and ordinary restaurants are very different,it is more in line with contemporary peoples ideas,we ensure that our products are genuine goo

30、ds at a fair price, let you spend the same money enjoy the different treatment.2.2 WeaknessThe price is not .And the radiation range is not wide, it is difficult to attract foreign population.Also there is fewer types of products, led to the selection of opportunities.Our products and services is la

31、ck of innovation,and the selling population is not very convenient.We choose the opportunity is relatively small. But we only store sales, unlike some chain stores synchronous online sales, so for some people, some inconvenient.2.3 OpportunityWith economic development, peoples level of consumption i

32、ncreased demands for improved material life, so they are willing to enjoy life.The coffee is elastic space and its based on coffee, supplemented by a variety of products.If we want to attract crowd and attract students lovers ,we must ensure the cultural atmosphere and elegant environment.And If we

33、started the brand, you can expand to the surrounding universities, and expand market share.Now the peoples living standard improving, so the consumption level .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

34、 environment can attractmore couples, if our brand can get consumer recognition, we will expand the market share.2.4 ThreatThe market share is low, so we 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 ada

35、pt to Western diet, so we will mainly to Chinese meal, coffee and dessert is only peoples leisure time to eat.Becausewe 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 tastes.Chapter 3 Marketing StrategySw

36、eet Coffee will fill the blank of Western fast-food restaurants in Huaian. 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 of virtual team management and traditional management. The restaur

37、ant will employ the professional chefs of western food and purchase advanced manufacturing equipment. The restaurant mainly engagesin selling coffee, soft drinks, Western-style fast food including bread, cakes, chocolates etc. The main object is the teachers and students of the college town enterpri

38、ses and employeesof the Huaian industrial park, visitors of the tourist attractions in Huaian, residents of Huaian.3.1Strategy types3.1.1Development StrategyBased on the outside market, continuous development and taking the form of branches develop businessin the future in Huaian college town. We wi

39、ll create economies of scale for future sustainable development.We expect the coffee shop in the 2013 period in the Huaian college town in addition to 2015 to open two stores in Huaian, and to major brand coffee, can let customers can order online. Until 2020 it is expected to open five sweet coffee

40、 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 businessdevelopment one of the most important factors, so we will focus on the training and expertise for staff regular training and guidan

41、ce. 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 with them in order to understand their work situation, so that they can better play their job sp

42、ecialty.3.1.3Product StrategyIn product development, we order to understand this people for various needs of coffee or dessert. Just beginning to operate, our speciesis not very comprehensive, but we will continue to be updated to meet market demand. We also developed with our own characteristics ca

43、fe.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 developed different tastes more to adapt to different levels of consumers.3.1.4Sales StrategyFor sales strategy, we will be in a different time or make our differen

44、t levels of membership card to adapt to different consumers, and we can during the .For one-off consumption .Our employees engaged in before, we will carry out professional training of our employees. Technically, they must be familiar with all types of products produced coffee, but also for the use

45、of machinery also very skilled. Of course,the general staff is not required to know the product production process, but they must also enterprise s product position must be consistent with the position of the enterprise. Sweet Cafe mainly serves for students. Student group s consumption level is not

46、 order to attract more customers, Sweet cafe must develop low-end market. For the development of step by step in the futurebusiness, Through continuous market investigation and market testing, as well as the actual force we will decide whether we develop or Specialization?Sweet Coffee strategic obje

47、ctives is to earn money from students. Specialization and diversity are complementary. Different enterprise choices are different. Whether specialization or diversification is desirable. Most enterprise choose the specialization in the initial period and then constantly expand product, which is dive

48、rsification.3.2.3 Personnel Management - Official Workers vs. Temporary WorkersStudents number of official workers, the problem will be difficult to resolve.Chapter 4 Market Analysis and Positioning4.1 The Market AnalysisCoffee consumption a steady 2.5% growth rate in China over the lastdecade. In 1

49、994, total sales of coffee were approximately $7.5 billion with gourmet coffee representing 33% (or $2.5 billion) of that. The retail coffeeindustry is flourishing in China. The local climate, with a long rainy season, is very conducive for the consumption of -alcoholic beverages.At the same time, favor of well-prepared, strong cof