Business_Plan_for_“Sweet_Coffee”.doc

编号 淮安信息职业技术学院 毕业论文 题 目 Business Plan for “Sweet Coffee”学生姓名许慧学 号57011107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】 二一二年六月学号：57011107 Business Plan for “Sweet Coffee”“甜心咖啡”商业策划书Xu HuiUnder the Supervision of Zhang JingqiuJune 2013AbstractAbstractIn this Business plan, we will open a Coffee called Sweet Coffee. 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 to make this marketing plan to promote the growth of our restaurant. 矚慫润厲钐瘗睞枥庑赖。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 opportunities for our business. By analyzing the target market and using SWOT analysis, we draw a brief conclusion of the development of our Coffee 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 our Coffee to run it smoothly and efficiently by monitoring our operation.聞創沟燴鐺險爱氇谴净。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.残骛楼諍锩瀨濟溆塹籟。Key words: Huaian college town ,potential consumers, marketing strategy酽锕极額閉镇桧猪訣锥。I摘 要 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。彈贸摄尔霁毙攬砖卤庑。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。謀荞抟箧飆鐸怼类蒋薔。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。厦礴恳蹒骈時盡继價骚。关键词：淮安大学城，潜在消费者，营销策略ContentsAbstractI茕桢广鳓鯡选块网羈泪。摘 要II鹅娅尽損鹌惨歷茏鴛賴。Chapter 1 Introduction1籟丛妈羥为贍偾蛏练淨。1.1 Background1預頌圣鉉儐歲龈讶骅籴。1.2 Sweet Coffee1渗釤呛俨匀谔鱉调硯錦。1.2.1 Philosophy2铙誅卧泻噦圣骋贶頂廡。1.2.2 Mission2擁締凤袜备訊顎轮烂蔷。1.2.3 Service Guideline2贓熱俣阃歲匱阊邺镓騷。1.2.4 Our Goal2坛摶乡囂忏蒌鍥铃氈淚。1.2.5 Our product2蜡變黲癟報伥铉锚鈰赘。1.2.6 Function of coffee3買鲷鴯譖昙膚遙闫撷凄。Chapter 2 SWOT Analysis5綾镝鯛駕櫬鹕踪韦辚糴。2.1 Strength5驅踬髏彦浃绥譎饴憂锦。2.2 Weakness5猫虿驢绘燈鮒诛髅貺庑。2.3 Opportunity5锹籁饗迳琐筆襖鸥娅薔。2.4 Threat6構氽頑黉碩饨荠龈话骛。Chapter 3 Marketing Strategy7輒峄陽檉簖疖網儂號泶。3.1Strategy types7尧侧閆繭絳闕绚勵蜆贅。3.1.1Development Strategy7识饒鎂錕缢灩筧嚌俨淒。3.1.3Product Strategy7凍鈹鋨劳臘锴痫婦胫籴。3.1.4Sales Strategy8恥諤銪灭萦欢煬鞏鹜錦。3.1.5Service Strategy8鯊腎鑰诎褳鉀沩懼統庫。3.2 Analysis of Strategic Issues8硕癘鄴颃诌攆檸攜驤蔹。3.2.1 High-End or Low-End?8阌擻輳嬪諫迁择楨秘騖。Chapter 4 Market Analysis and Positioning10氬嚕躑竄贸恳彈瀘颔澩。4.1 The Market Analysis10釷鹆資贏車贖孙滅獅赘。4.2 Economic analysis10怂阐譜鯪迳導嘯畫長凉。4.3 Consumeranalysis11谚辞調担鈧谄动禪泻類。4.4 Cafe Marketing Mix Strategies11嘰觐詿缧铴嗫偽純铪锩。Chapter 5 Implementation and control13熒绐譏钲鏌觶鷹緇機库。5.1 Our Entrepreneurial Team13鶼渍螻偉阅劍鲰腎邏蘞。5.2Responsibilities and Resume of Core Management13纣忧蔣氳頑莶驅藥悯骛。5.2.1General Manager and Executive Director13颖刍莖蛺饽亿顿裊赔泷。5.2.2 Administrative Manager13濫驂膽閉驟羥闈詔寢賻。5.2.3Marketing Executive13銚銻縵哜鳗鸿锓謎諏涼。5.3 The Plan of Implementation and Control for College Students Consumers 5.3.1 The Pre-publicity Strategies and Objectives14挤貼綬电麥结鈺贖哓类。Acknowledgments15赔荊紳谘侖驟辽輩袜錈。Chapter 6 Conclusion16塤礙籟馐决穩賽釙冊庫。Bibliography17裊樣祕廬廂颤谚鍘羋蔺。Chapter 1 Huaian College of Information TechnologyChapter 1 Introduction1.1 BackgroundChina is one of the worlds four ancient civilizations; it has a long history and culture, especially the Chinese food culture. Chinese peoples eating habits are different from those of other countries; both eating and drinking are very particular. Many foreign friends have this quite interested. Today, China is constantly subject to the impact of foreign cultures; many Chinese people have become accustomed to western style of life.仓嫗盤紲嘱珑詁鍬齊驁。With the development of society, the pace of life of people continue to accelerate, 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 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 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.绽萬璉轆娛閬蛏鬮绾瀧。We have decided with the price advantage and quality services, the traditional business and e-commerce management mode to first enter this market and build our new restaurant: Sweet Coffee.骁顾燁鶚巯瀆蕪領鲡赙。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 andjust acomfortable place to meet your friends 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 Huaian college town to build a core group of repeat customers. Sweet will offer its customers the 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.瑣钋濺暧惲锟缟馭篩凉。The company will operate a 200 square metres coffee bar within a walking distance from Huaian college town. The company will operate a 200square metres coffee bar within a walking distance from Huaian college town. 鎦诗涇艳损楼紲鯗餳類。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 market is vast.The restaurant owns high-quality management 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.栉缏歐锄棗鈕种鵑瑶锬。Sweet coffee will be known all over the whole country for the quality and 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 coffee special.辔烨棟剛殓攬瑤丽阄应。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.峴扬斕滾澗辐滠兴渙藺。1.2.1 PhilosophySweet 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 .詩叁撻訥烬忧毀厉鋨骜。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 enjoying the best brewed coffeeor 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 great atmosphere convenient 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.则鯤愜韋瘓賈晖园栋泷。1.2.3 Service Guideline“ Quality first, service upmost,Health is the highest,”s the service guideline that our company keeps always.Our mission is to make you enjoy your consumption.We offer our customers with top-quality products and excellent service.胀鏝彈奥秘孫戶孪钇賻。1.2.4 Our Goal Our products are very rich in species. We explore the connotation of the campus culture, business culture, 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.鳃躋峽祷紉诵帮废掃減。1.2.5 Our productCappuccinoCappuccino 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.稟虛嬪赈维哜妝扩踴粜。Black coffeeBlack coffee is without any modification 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.陽簍埡鲑罷規呜旧岿錟。Some dessertThere are many kinds of our dessert, they are affordable, and there are little sugar inside. We insure it will be taste very well and it isnt easy to get fat.沩氣嘮戇苌鑿鑿槠谔應。1.2.6 Function of coffeeSweet coffee is designed to provide better and more quality services, emphasizing the Food and Health钡嵐縣緱虜荣产涛團蔺。1 . Coffee contains certain nutrients. Coffee contains niacin vitamin B, baked beans with higher levels . And a free fatty acid , caffeine , tannic acid.懨俠劑鈍触乐鹇烬觶騮。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.謾饱兗争詣繚鮐癞别瀘。3 . Coffee can reduce fatigue. Eliminate fatigue , we must supplement nutrition, rest and sleep , promote metabolism, and coffee has these features.呙铉們欤谦鸪饺竞荡赚。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 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 .莹谐龌蕲賞组靄绉嚴减。5 . Coffee drinkers prevent radiation damage . Radiation damage , especially electrical radiation has become a more prominent kind of pollution . India has atomic researchers on mice this conclusion can be applied to humans.麸肃鹏镟轿騍镣缚縟糶。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, eliminate blood stasis, antispasmodic effect.納畴鳗吶鄖禎銣腻鰲锬。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 persons alertness and mood will bring good results.風撵鲔貓铁频钙蓟纠庙。17Chapter 2 SWOT Analysis Chapter 2 SWOT Analysis Sweet coffee need to know competitions 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 methods to compete with these competitors.灭嗳骇諗鋅猎輛觏馊藹。2.1 Strength We 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 management professional services.And we have elegant environment ,and private rooms. 铹鸝饷飾镡閌赀诨癱骝。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 with contemporary peoples ideas,we ensure that our products are genuine goods at a fair price, let you spend the same money enjoy the different treatment.攙閿频嵘陣澇諗谴隴泸。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 products, 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.趕輾雏纨颗锊讨跃满賺。As compared to other types of beverages, coffee costs are relatively high, so 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 online sales, so for some people, some inconvenient.夹覡闾辁駁档驀迁锬減。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 its based on coffee, supplemented by a variety of products.If 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.视絀镘鸸鲚鐘脑钧欖粝。Now the peoples living standard improving, so the consumption 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 market share.偽澀锟攢鴛擋緬铹鈞錠。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 peoples leisure time to eat.緦徑铫膾龋轿级镗挢廟。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.騅憑钶銘侥张礫阵轸蔼。Chapter 3 Marketing StrategyChapter 3 Marketing StrategySweet 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 high-quality management 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. The restaurant mainly engages in 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 enterprises and employees of the Huaian industrial park, visitors of the tourist attractions in Huaian, residents of Huaian.疠骐錾农剎貯狱颢幗騮。3.1Strategy types3.1.1Development Strategy Based on the outside market, continuous development and taking the form of branches develop business in the future in Huaian 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 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 flagship store in Jiangsu province.3.1.2Personnel Strategy镞锊过润启婭澗骆讕瀘。We will stick to the concept of people-oriented and pay extra attention to personnel. Employees are a business development one of the most important 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 with them in order to understand their work situation, so that they can better play their job specialty.榿贰轲誊壟该槛鲻垲赛。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 beginning 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.邁茑赚陉宾呗擷鹪讼凑。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.嵝硖贪塒廩袞悯倉華糲。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 percent off discount and the same store competition.该栎谖碼戆沖巋鳧薩锭。For one-off consumption high consumer we will make senior membership system, giving them a small gift, and provides us with very high service.劇妆诨貰攖苹埘呂仑庙。3.1.5Service Strategy The purpose of our service is to create a comfortable