婚庆公司企业策划书.doc

Zhongli Xunta Wedding Celebration CompanyDaisy 05Joanne 08Wendy17Joyc13Table of contents1. Planning-31.1 Vision statement- 31.2 Mission statement-3 1.3 Objects-31.4Business description-4 2. Target Market-42.1 Customer -42.2 Social target-4 3. SWOT-53.1 Strengths-63.2 Weakness-63.3 Opportunities-63.4 Threats-74. Marketing Plan-74.1Marketing -Objectives(SMART) -74.2Sales or service Forecast-7 4.3Expense Forecast-74.4Linking Sales and Expenses to Strategy-74.5Contribution Margin-75. Human Resources Plan-85.1Job descriptions-85.2 Hiring strategy-95.3 Organizational structure-105.4 Person development plan-106. Environmental Responsibility Plan-116.1 Environmental Objectives-116.2 Ecological footprint strategy-116.3 Evaluation procedures-117. Social responsibility Plan-127.1 Social Objectives-127.2 Implementation strategy-127.3 Evaluation procedures -121. Planing 1.1. Vision statement Five years from now on, our company will be the leader of the wedding celebration companies in Nanjing, with 2 branches. Our company will be a company with thorough departments such as human resources department, management department, financial department, training department and so on, and having a number of professional wedding planners, photographers and makeup artists.1.2. Mission statement . Zhongli xunta Wedding Celebration Company strives to meet the needs of its customers for weeding by offering a marvelous and unforgettable weeding ceremony. Providing jobs for those who have difficulty find jobs right nowthe laid-off workers by hiring them to helping us decorate the wedding place, carrying equipments. By listening to our customers, we offer them a weeding which is exactly the way they dreamed whether it is a Chinese, European or other styles. Our services includes packaged wedding preparation, film and video, reception, ceremony, and honeymoon according to the needs of customers1.3.ObjectsTo exceed clients expectation about their wedding by organizing a meaningful one that the whole family will cherish forever. Our plan for the wedding will be based on the talk between the couple and us and tailored specifically to meet the needs of the clients. Every step we do will involve devoted efforts. The basic principle we obey in the beginning period is to promote our brand name, and increase customer loyalty and then we can make profit.The service we provide are as follows:1.Plan and organize the whole process of wedding2.Rent wedding cloth for the couple, offering photography and doing make-up3.Cooperate with the cake shop to design the wedding cake4.Rent cars and provide car decoration5.Record the whole process of the wedding and make VCR or DVD as required6.Help to buy other wedding supplies7.Providing wedding consultancyLocationOur company will locate in Hunan Road, Nanjing, beside Weiwei xinniang, because the brand Weiwei xinniang is famous, which can make us noticed. Though the rent may be a little high, Hunan Road is a great place which attracts many young people, and the rent is comparatively lower to Xinjiekou.Key success factors1. Serve our clients needs with prompt and efficient action2. Serve our clients with the most creative and featured idea in economical and practical way3. Low-cost strategy4. One-shop service which is very convenient for the customers5. A good management system, including a prestigious leader and the office rules passed and approved by all the workers6. Maintain excellent working relationships with shops such as hair salons, restaurants, hotels and bridal shops and also peasant who provide flowers7. Maintain a profitable cooperation with Department of Civil Affairs.(give 5% of one trade as agency fee)Management and leadership 1. Provide an inspiring vision 2. Help the employees connect their personal goals to business goals and make full advantage of everyones special personality3. Encourage creativity and experiment4. Involve everyone, and trust every employee5. Coach and train our people to greatness6. Build teams and promote teamwork7. Motivate, inspire people, recognize the achievements8. Making business fun and create a friendly working environmentDescription of facilities A shop of 30 square metersFour office desks and some chairsTwo computersTow wedding dress samplesPens and notebooksA hand-free telephoneWedding equipment such as candlesticks, revolving stages and so onA video camera 1.4.Business descriptionWe provide one-shop service, including offering cars, flowers, taking wedding dress photos, booking hotels and other needs the client requires. While we are lack of money in the first stage, we are going to cooperate with other companies, such as car rental companies and cake shops to guarantee our service.2.Target Market2.1.Customer The couples who want to get married. We mainly focus on the middle class and upper.2.2. Social target 1. Offering jobs for those laid-off workers, to help us decorate the wedding place, carrying equipments.2. Purchasing our wedding flowers from the peasants directly which increase their income.3. SWOTHELPFULHARMFULINTERNALSTRENGTHS:1.Our young team2.Unique service3.Our service is cheaper than other companies in price4.Wedding industry has a great space to expand its market5.We will develop E-commerceWEAKNESS:1.We are lack of capital2.We are all new in wedding industry and dont have experience in how to run it3.Chinas wedding industry is still in its infancy4. It is difficult for us to find agency and customersEXTERNALOPPORTUNITIES:1.Marriageable population has reached a peak2.Many Chinese pay much attention on wedding ceremony3.The demand of new wedding forms has upgraded4.The change of concept in consumption affects the wedding consumptionTHREATS:1.Wedding is cyclical2.Customers demand is more and more difficult3.There are more than several famous companies in this areaSWOT AnalysisA. Strengths：1. Our young team.We are all the new generation of 90s young. We have a lot of fresh ideas and have a better understanding than other wedding companies.2. Unique serviceWe will design your own personalized wedding ceremony according to customersdemand and promise to provide a unique plan.3. Our service is cheaper than other companies in price.Since we supply wedding products directly, our products are not expensive.4. Wedding industry has a great space to expand its market. Wedding company just has a short history in China, so we can create more things about it. 5. We will develop E-commerce, which enhances our competitive strength.B. Weakness：1. We are lack of capital since we are all students. When we cooperate with other companies such as car rental companies and cake shop, we cannot guarantee that we can get the satisfactory produce on time.2. We are all new in wedding industry and we dont have experience in how to run it. Besides, our photography and make-up abilities are not good enough. And we dont have experience for deciding the price, finding agency and promotion.3. Chinas wedding industry is still in its infancy, and its industry standards are poor and not well-developed.4. Since we are all students now, we do not know many people and our relationships are not widely. Then it is difficult for us to find agency and customers.C. Opportunities:1. Marriageable population has reached a peak.According to the Chinese Wedding Industry, the biggest baby boom is in the late 1980s. And this section of baby boomers will be married about 2007 to 2012. Nanjing is a great city, so there will be a great demand for wedding service.2. Many Chinese pay much attention to wedding ceremony. Wedding is the biggest, most popular and most ancient tradition to Chinese. Most Chinese people still have the habit of having great celebration of the wedding.3. The demand of new wedding forms have been upgraded.As the development of economy and the improvement of peoples living standards, people want their wedding ceremony to be more luxurious. So they will spend more money on wedding.4. The change of concept in consumption affect the wedding consumption.Chinese traditional wedding activities are very complex, young people have no time and no energy to prepare a wonderful wedding. So they will ask wedding companies for professional help.D. Threats：1. Wedding is cyclical. In China, most people like to get married during holidays. It means that we have several off-season months.2. Customers demand is more and more difficult to cope with, so we are hard to provide a fully satisfactory wedding.3.There are more than 6 famous companies in Nanjing.4. Marketing plan1. Marketing Objectives (SMART) a. Product: our major product is our service; our aim is to exceed the clients expectations while producing sensational events for couples getting married and for the families to cherish. The weddings will be uniquely designed, well coordinated and perfectly executed.Whether this is our clients first wedding, a renewal of their vows or their anniversary, we want every detail of their event to be both a pleasurable and a memorable experience.For example:1. Plan and organize the whole process of wedding2. Rent wedding cloth for the couple, offering photography and doing make-up3. Cooperate with the cake shop to design the wedding cake4. Rent cars and provide car decoration5. Record the whole process of the wedding and make VCR or DVD as required6. Help to buy other wedding supplies7. Providing wedding consultancyb. Price：Our price is slightly cheaper than other wedding companies because our company with an eye on the middle-income family. According to the development of our company (our company is newly start-up), we have taken delivery of promotional activities, offering the most reasonable price. We will offer 10% discount for the new customers and 15% discounts for the clienteles. We think discount is a charming way to attract clients.c. Promotion: We will regularly conduct individual interviews, questionnaires, seminars and other forms of market research, keeping a closing relationship with clients, so that we adapt quickly to changing consumer demand, and increasing our brand name. By communicating with our suppliers and utilizing numerous supplier contacts that the company owners have established and economies of scale, we will be able to pass on to our customers best service and sizable cost savings, at the same time achieve a better influential effect of publicity.d. Place: Wedding, traditionally in China, sharing with relatives of both sides, and as a start-up, located in Nanjing. Zhongli Xunta Wedding Celebration Company business will mainly in Nanjing at year one. Afterwards, we launch store chains. We will focus on customers all over China.5. Human Resources Plan5.1Job descriptionsGeneral ManagerResponsibility:Responsible for the main projects and various important event processing and the companys daily business affairsTo decide to department manager candidate, coordinate relationship among all departments, and formulate enterprise strategic development planning organization of implementing guide. According to the enterprise development goal, to make the short-term, mid-term and long-term development strategy, set up the annual operating plan and implementation planSalary: RMB6000 Finance DepartmentResponsibility:To exercise the financial and accounting work of the whole process management authority; Responsible for accounting company management, financial accounting management, and financial supervision, audit, inspection Make salary, labor protection and welfare insurance management systemSalary: RMB5000 Personnel DepartmentResponsibility:Responsible for employing the lay-offs to be the assistants required by the wedding. To coordinate each departments relations in personnel work, to ensure the normal operation of the personnel system personnel recruitment.Responsible for personnel training, assessment rewards and punishmentsTo make the companys rules and regulations; Salary: RMB4500Service and Planning DepartmentResponsibility:Responsible for the overall work of planning the wedding, including convoy of cars, wedding emcee, wedding banquet and camera shooting. Responsible for the external propaganda and advertising planning for wedding; To collect and release the related information about weddingSalary: RMB4500RMB5000+ rewards (according performance)Sales DepartmentResponsibility:To manage cost of propaganda, such as advertisement, leaflets.Responsible for the market research work and market planning workTo prepare and implement the annual marketing plan; To provide the corresponding material to finance department To pioneer the wedding market, to promote our brand and make advertising formulationSalary: RMB35000RMB4000Logistics departmentResponsibility:To purchase wedding suppliesTo search for the wedding partners for supplies, to arrange daily items about wedding and equipment; To clean the whole officeSalary: RMB2500RMB30005.2 Hiring strategyFinance departmentRecruitment channels: careers fair. On careers fair, we can employ a lot of professional and experienced accounting Hiring time: June Hiring number: one personRequirement: have a professional ability of accountingPersonnel departmentRecruitment channels: careers fair Hiring time: June and JulyHiring number: one personRequirement: Have a good communicational skill and good qualityService and planning departmentRecruitment channels: careers fair and school recruitment. At school, we can recruit the gradates who are creative and have good communicational skillHiring time: June and JulyHiring number: two personsRequirement: have a good communicational skill, be creativeSales departmentRecruitment channels: on-line application. Using the Internet is faster and cheaper than many traditional methods of recruiting. And we do need the senior managementHiring time: From March to June Hiring number: one personRequirement: Be hard work, have ability to putting file in order Logistics departmentRecruitment channels: careers fairHiring time: June Hiring number: one managerRequirement: To bear hardships and hard-working; have a good communication with people; have a good ability to arrange work; and have Beside these, we can also recruit some lay-offs to help them live, and some temporaries, also the lay-offs. 5.3 Organizational structureGeneralManagerFinance DepartmentSales DepartmentLogistics DepartmentService and Planning DepartmentPersonnel Department2 persons1 person 1 person One manager One accountant5.4 Person development planExamination management systemEstablish assessment and evaluation system to motivate employees work, provide rewards and punishments according to workers performances, and keep sustainable improvement in work.Incentive systemTraining motivation: our company provides various internal training and overseas training opportunities for good management and excellent person. We hope this can enhance the workers abilities through the training of employees, and promote the personal development and innovation ability.Job promotion: Through comprehensive evaluation of workers performances, we would make a full training on employees who have an outstanding performance and quality, and then with the business development, they have the priority to be promoted.Career planning: Our Company makes a typical developing plan for employees according to their career planning. And then the company would provide a chance and channel for their development and promotion.6. Environmental Responsibility Plan6.1 Environmental Objectives1. Save electricity and other natural resources2. Protect the environment6.2 Ecological footprint strategy1. We will use the energy saving lamp which is an environmental friendly products. They use just a quarter of the energy