商务方案企划书.doc

商务方案设计实习商务企划书班级：英103班指导老师：小组成员：Business Plan Address: 123 Jiangshan StreetChangchun , JilinTelephone:Magic Bakery2013-10-16TABLE OF CONTENTSI. Executive Summary (综合概要)II. Company Summary（公司概要）2.1 Name and Ownership (名称与所有权)2.2 Location and Facilities（位置与设施）2.3 Mission Statement and Objectives（企业宗旨与目标）2.4 Brand and Logo (品牌与标示)2.5 Key Personnel （重要人员构成）III. Operational Plan (经营计划)3.1 Product or Service Description （产品或服务介绍）3.2 Sources of Raw Materials (原材料来源)3.3 Productivity or Service Capacity (生产或服务能力)3.4 Quality Controling Plan (质量控制计划)3.5 Competitive Advantages（竞争优势）IV. Market Analysis（市场分析）4.1 Industry Analysis (行业分析)4.2 Customers Orientation（消费群定位）4.3. Pricing（定价）4.4 Sales (销售额)4.5 Promotion（促销）吉林建筑大学外国语学院商务方案设计IExecutive Summaryl Our company was formed as a partnership in Oct 2013 in Changchun city, by in response to the following market conditions: Startup opportunities exist in Productl The need for use of efficient distribution and financial methods in these overlooked markets. We have several customers who are willing to place large orders within the next three months. Several other prospective customers have expressed serious interest in doing business within six months.l We previously owned a company that was active in the widget markets. Over the past few years I spent much time studying ways to improve overall performance and increase profits. This plan is a result of that study.l To this end, we need investment from private individuals and companies. A total of ￥10,000is being raised which will be used to finance working capital, plant and equipment. The company will be incorporated and common stock issued to investors. The company will be run as a partnership.II. Company Summary2.1 Name and Ownership (名称与所有权)Magic BakeryPartnership2.2 Location and Facilities（位置与设施）Our companys location is in jiangshan business street. There has many universities and it is the most prosperous areas in jingyue .we can provide a convenient shopping environment for the students.Our companys main facilities are refrigerator oven tables and chairs of all kinds of small tools.2.3 Mission Statement and Objectives（企业宗旨与目标）Mission statement: To provide quality product and service to our customer.Objectives: long term:Present market is estimated at ￥10000.Our goal for market share is 60%. We want to be considered by our peers to be the market leader in sales as evidenced by: Trade industry awards .High end of scale in financial ratios .Major market share.Technical excellence (awards, honors, etc.).Community involvement (Rotary, United Way, etc.Short Term: Market share goals 1. First Year 40% . 2. Second Year 45% 3. Third Year 50% 4.Fourth Year 65%.2.4 Brand and Logo (品牌与标示)2.5 Key Personnel （重要人员构成）a Cashier, a waitresses ,two Pastry chivesIII. Operational Plan (经营计划)3.1 Product or Service Description （产品或服务介绍）1. Bread: Toast: Toast is bread that has been browned by exposure to radiant heat.Made with grain flour and heating. To take wheat flour as the main material, yeast,egg,oil as the adjuvant materials, The baker adds water to form a dough, which is layered with butter, rolled and folded several times in succession, then rolled into a sheet, in a technique called laminating. The process results in a layered, flaky texture, similar to a puff pastry. Toast rich in protein, fat and carbohydrate. A small amount of vitamins and calcium, potassium, magnesium and other minerals are also contained in it. so its easy to be digested and absorbed. Pineapple bread: Pineapple bread is a kind of sweet bread from Hong Kong, because pineapple bread by surface golden roasted, concave-convex crust like pineapple for its name. Pineapple bread outer surface of the crust, generally by the sugar, eggs, flour and fat to bake, is the soul of pineapple bread , for ordinary bread with taste, hot bread is better to eat. Meringue to do crisp sweet, and the bag body is soft tasty. 2.Biscuits : Creative cookies :Dont need luxury ingredients, as long as the simple, ordinary materials in their everyday life, to play a little bit of creativity, can change the Creative cookies. 3.Cake: Fruit cake : Some fresh fruit with some jam, fruit juice, fruit granule jam is made as the main raw materials of a fruit flavors of moose.(apple&Kiwi fruit ) Cream cake: Cream cake is a butter the cake on the surface of a pastry products. Cream cake consists of flour, sugar, oil, butter, and eggs, made of these materials with rich nutrition, high water content. Creative cake: In the baking industry appeared in the course of the development of a combination of a variety of cultural forms of emerging in the form of the cake. So-called creative cake - is based on the traditional form of the cake from the production process, exterior into cultural form, exterior decoration on the theme of innovation. Creative cake refers to the practical function of food to meet the product itself, in appearance into the pursuit of fashion, personalization, spatial baking a cake. Creative cake more prominent characteristics is that it not only meet the product utility function, but with ingenious design, innovation and inspiration and so on elements, make the life of the compact is relaxed, add to the pleasures of life and work. Is because of these characteristics, making the quality of life up to another level. Pot cake is a kind of creative cake , potted plant is named according to shape of the cake, because like shape and potted plants, but the inside of the earth is actually made the cake is made and be become, very delicious. 4.Pizza: Fruit pizza:Pizza usually approach is using the fermentation of pita covered with tomato sauce, cheese and other fruit, and composed of oven to bake.Meat pizza :This kind of Pizza usually approach is using the fermentation of pita covered with tomato sauce, cheese and other meat, and composed of oven to bake.A、6 inch (Small Pizza)、for 1-2 peopleB、9 inch (Regular Pizza)、for 2-3 peopleC、12 inch (Large Pizza)、for 4-5 people 5,Drink: Fresh Juice3.2 Sources of Raw Materials (原材料来源)All types of flour for our products are from the wholesale ,sugar ,butter , egg ,salad oil ,cream ,fruits and other adjuvant material are purchased from Ouya chain supermarkets. 3.3 Productivity or Service Capacity (生产或服务能力)Our Company intends to offer some product and service. This offers our customers the best possible solution as itThe productivity of the first month after operation is expected as following :Potted cake : 60 / monthBread :300 / monthPizza : 600 / monthCake : 60 / monthCookie(DIY) : 30 / month3.4 Quality Controlling Plan (质量控制计划)We will be using a conventional assembly line method of construction of our complex widgets. Our main supplier of raw materials parts will be Wal-Mart . In the event that they are not able to ship according to our specifications our secondary supplier will be Xiaoyue Bakery .So the inbound channel abusolute heaithy . The oven used in the production line will be manufactured by A&M Machine Tools . They also will be doing maintenance under a service contract. This design of machine and assembly will allows us to produce 24 hours a day as the entire assembly process is fully automated with state-of- the-art robotics of Chinese manufacture.3.5 Competitive Advantages（竞争优势）The distinctive competitive advantages which our company brings to this market are: The philosophy of our company is to price not just according to our costs, but also according to what the market will pay. Our stores food is high quality and inexpensive .Experience in this market. We consulted the experienced operators. Sophistication in finance and distribution. This results in my being the low cost supplier in these price sensitive markets.Our targeted minimum gross profit margin for a category must be 50%.By pricing to the market, we will achieve higher sales and therefore increase my buying power. As the amounts of my purchases increase, my per unit costs of shipping decrease and we will achieve higher discount levels from my suppliers. Through these economies of scale, many items currently on the market can be sold with lower prices, yet a higher net profit.A level will allow me to fully address the respective markets with comprehensive marketing and customer service plans. By keeping my overhead low, we will be able to funnel my profits back into operations thus avoiding high debt ratios or lost sales opportunities.A quarterly direct mail campaign directed at both current customers and prospective new customers consisting of an informative news letter. A toll-free national 800 number will be used for customer orders and inquiries.IV. Market Analysis（市场分析）4.1 Industry Analysis (行业分析)As peoples living standards improve, peoples diet, consumption habits has been a fundamental change. Increase in atmospheric pollution, making it more and more attention to food safety issues. Health, fashion, tasty, casual food consumption to become the mainstream. Baked goods have become an important part of national life, our country has entered a period of mass consumption of baked goods. According to a statistics show that China currently has more than 100,000 West bakery, bakeries, annual production value of nearly 100 billion yuanBaking industry in recent years, China has maintained a 50% growth rate, experts predict that 2013 will reach 180 billion baking industry industrial scale, But the baking industry is still not showing signs of saturation.Baking market demand is bound to accompany economic growth and persistent levels, will determine the baking business there is a big living space. This is an everything is possible era. Fragmentation of the market means that everyone has the market opportunities. Baking market diversification of consumer demand, so that everyone has become a sub-category is the industrys leading brand even possible.Baking industry, industry characteristics: Dessert cake is a snack food, with a strong fashion atmosphere, can be positioned as a high-end food, the main target customers are fashion youth and children. Business models on the market today, there are two: First, the small shop single store operation; another is franchising chains. In addition, the industry is demanding for raw materials, attention to the taste and appearance of the product design, attention to technological innovation. For decor shop also has special requirements, have your own style, highlighting the personality.Baking industry opportunities: safe and stable political environment; increasing per capita income and living standards improve, attention to leisure life (consumer attitudes change), the market is extremely broad; science and technology update faster, more advanced equipment into production, and more nutrition cheap raw materials melt into the product; a fail, easy exit (exit costs are lower); for large star hotel that meets the requirements of a well-known dessert only a limited number of enterprises, therefore, in front of these customers, big brands have a strong bargaining power.Baking industry threats (T): higher taxes, equally to the product, the increase in costs; Some women consumers in order to keep fit and refused dessert, reducing some market share; For big brands, demanding for raw materials, they only well-known suppliers of several enterprises, therefore, these strong bargaining power of suppliers; intense competition within the industry, there are many domestic and foreign enterprises competing for market, there are many new stores added externally; many alternatives.4.2 Customers Orientation（消费群定位）Any age group Mainly students and the parents who waiting their children 4.3. Pricing（定价）We have the research of the market and decide to price according to the cost and compare the other bakeries prices. Then figure out the price of our products.Product Price Potted cake55Bread5Cookies(DIY)50(one time)Cake(8-inch)80Pizza(9-inch)304.4 Sales (销售额)A. The prediction of the unit variable cost for each product in Dec., 2013a. The prediction of the unit cost of raw material of each productUnit cost of the raw material of potted cakeIngredientPer serving(g)Price(yuan)Mas punk25010.0Sugar450.5Unsalted butter651.5Egg900.8Oreo302.5Coffer powder20.1Other200.2Cost15.7Unit cost of the raw material of BeverageIngredientPer serving(g)Price(yuan)Fruit1000.5Water4000.01Sugar20.02Cost0.53Unit cost of raw material of 10 breadsIngredient10 servings(g)Price(yuan)Dry yeast120.32Flout100.02Egg700.4Butter451.5Other20.01Cost2.25Unit cost of raw material of coolies (DIY)IngredientDosage(g)Price(yuan)Cake flour2001.9Sugar900.9Butter1252.5Egg500.3Cost5.6Unit cost of raw material of cake (8-inch)IngredientPer serving(g)Price(yuan)Flour2151.0Sugar2452.3Egg5503.8Salad oil1504.1Other50.6Cost12.1Unit cost of raw material of pizza (9-inch)IngredientDosage(g)Price(yuan)Pizza bread14.2Cheese50.4Vegetable100.3Fruit302.1Other100.9Cost7.9b. The prediction of unit variable cost for each product (except raw material)The prediction of other variable cost for the bakery in Dec., 2013ItemAmount(yuan)Water rate200Electric bill1000Staff salary(total)15000Total16200The prediction of sales details in Dec., 2013Sales detailAmount(yuan)The proportion in total sales (%)Potted cake5560=33008.01%Bread53000=1500036.4%Cookies(DIY)5030=15003.60%Cake(8-inch)8060=480011.65%Pizza(9-inch)30600=1800043.69%Beverage8500=40009.71%Total412001Share 6000 yuan among different kinds of products according to their respective proportion in total sales. Then figure out unit variable cost of each product according to their respective sales volume.ProductSharing variable costSharing unit variable costPotted cake60008.01%=480.6480.6/60=8.01Bread600036.4%=21842184/3000=0.73Cookies(DIY)60003.6%=216216/30=7.2Cake(8-inch)600011.65%=6997699/60=11.65Pizza(9-inch)600043.69%=2621.42621.4/600=4.37Beverage60009.71%=582.6582.6/500=1.17B. The prediction of fixed costs of the bakery in Dec., 2013The prediction of depreciation of fixed assets in Dec., 2013Fixed assetOriginal value(yuan)Period of depreciation(month)Monthly depreciation rate(yuan)Roaster400012033.3Showcase300012025Refrigerator 400012033.3Tool5001204.17Total 1150012095.83The prediction of fixed cost of the bakery in Dec., 2013ItemPrice(yuan)Rent5000Depreciation of equipment38.33Total5038.33Share 5038.33 yuan among different kinds of products according to t