浦东咖啡馆案例分析

1、The Pudong Coffee Shop,XXXX,案例要点回顾,一、基本情况： 1.行业正在蓬勃发展 2.父亲提供400000，房子到2015年前每年付100000租金，最后房产属于房东 3向银行借款410000用来购买家具及设备，借款期为5年，年利率为7%，每年末支付利息。 4公司地址环境：在世纪公园边上，周围有大小办公楼，边上有商业学校，有很多外国学生，还有国际中学,案例要点回顾,二、现状 1.商店布局:顾客区、服务台、陈列区、卫生间、厨房、储备室，天气好时外面可以坐人，合计顾客区约为50平米。不可吸烟，有报纸杂志等提供。 2.营业时间：8:00a-9:00p节假日不休 3菜单：回收

2、纸制作，有大量优惠咖啡等饮料，可以提供三餐 4.地区竞争：同楼层有意大利餐馆，有其他冰激凌类饮料店，两年来由于竞争销售增长率低于预,案例要点回顾,期，价格无法上涨。 5.消费：外带很少，年销售额930000，平均人均消费50元，总体：亏损，但现金流增加 三、挑战： 10%的消费市场增长率，企业管理需要改进,Questions,Q1： Why does the growth of sales remain so slow？ Q2： Why is it that the coffee shop gains cash inflows with the negative net profit? Giv

3、e some advice on how to reverse the loss,Question 1,1. Significant Competition The Pudong Coffee Shop is very similar to many other Chinese enterprises,for example,the ground floor of the apartment block also contains two similar enterprises,Italian-style restaurant and the other an ice cream caf. A

4、s a result, there is a lower expected sales growth in the two years of Lis management. It also restricts any price increase; and Lis prices are similar to most other outlets in the area, only to make it harder to promote sales growth,Question 1,2.Lack of management skills 3.No effictive brand Althou

5、gh Li take $400,000 acquiring the goodwill/customer loyalty of the existing coffee shop, we know there were some customers complains, which give rise to unsatisfing sales,Question 1,4.Li has no clear market position for the shop,60% of revenue in Coffee shop are from food sales , the revene is not g

6、ood . No core competitiveness,Question 2,1.Depreciation 2.Increase of inventories 3.Increase of payables,Question 2,The profit is after deducting all the costs and expenses from revenue, with accrual principle.In this case,some of the costs and expenses not paid or received yet. When we compute prof

7、it, the amortization or depreciation is treated as an expense and thus deducted, but neither of them causes a cash outflow. The movement of inventories and payables, receivables, or loans impacts the flow of cash, but have nothing to do with profit. All these contribute to the difference between net

8、 profit and cash flows.In this case, when we calculate cash flows, we need to add back depreciation, increase in trade payables and deduct increase in inventories, repayment of loans from operating profit,Question 2,Advise 1. Li should make a clear market position.we can know the custmers consist of

9、 students and white collar,but their consumption level is different, so Li can produce different coffee for different level and different price,helping building customer loyalty. 2. Contrating on coffee characteristic,Question 2,And we kown, there are manycompetitors, they have similar products,so L

10、i should concentrate on his coffee and become outstanding 3. Improving the utilization rate of non-currunt asset Li purchased many non-current asset and the depreciation is too much, but they didnt bring corresponding benifit or change the layout of customer area, service area ,glass display counters ect,Question 2,Question 2,4.Control the cost Wages-improve the structure of empolyees. eg. hiring more part-time waiters Cost of sales-sign a long-time contract with its supplier to reduce the cost of material Establishing management contorl system and hire professional manager t