茶餐厅项目报告英文版.docx

茶餐厅项目报告英文版.docx

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茶餐厅项目报告英文版

BusinessPlan

MidnightTeaRestaurant

Presentedto

Li,Shenglu

InPartialFulfillmentoftheRequirementsfortheCourseof

IntroductiontoInternationalBusiness

By

朱书婷12010402004

李白帆12010402005

陈哲12010402023

May27th,2014

CONTENTS

ExecutiveSummary…………………………………………………....………………III

1.DescriptionandOwnershipofProposedBusiness……………….……………………1

2.AssessmentoftheBusinessEnvironment……….…………………...….…………3

2.1EconomicEnvironment……………………………...……………………………3

2.2IndustrialEnvironment……………………………………………………………3

2.3GlobalEnvironment………………………………………………………………4

3.ManagementPlan……………………………………………………………………...8

3.1OrganizationStructure………………………...…………………..…………..…..8

3.2ProductionProcess……………………………………………………………….11

4.ManagingEmployees………………………………………..…………………14

4.1WorkEnvironment………………………………….……………..……………14

4.2TrainingEmployees…………………………….………………………………...14

4.3EvaluationEmployees…………………….……………………………………...16

4.4Compensations……………………………………………………………………17

5.MarketingPlan………………………………………………………………………..20

5.1TheTargetMarket………………………………………………………………20

5.2ProductCharacteristics…………………………………………………………21

5.3Pricing…………………………………………………………………………….23

5.4Distribution……………………………………………………………………….25

5.5Promotion…………………………………………………………………………26

6.FinancialPlan………………………………………………………………………27

6.1FinancialPlan…..………………………………………………………………27

6.2Start-upCosts……………………………………………………………………28

6.3ImportantAssumptions…………………………………………………………28

6.4Break-evenAnalysis……………………………………………………………28

6.5ProjectedProfitandLoss…………………………………………………………30

6.6BalanceSheets……………………………………………………………………31

Referencelist………………………………….........…………………………………..32

Appendixes……………………...……………………………………………………33

Appendixes1:

CompanySummary……..………………………………………………33

Appendixes2:

LocationAppendixes……………………………………………………34

Appendixes3:

OfficeDesign…………………………………………………………35

Appendixes4:

CompanyOrganization………………………………………………37

Appendixes5:

PartnershipAgreement…………………………………………………38

Appendixes6:

SupplyAgreement……………………………………………………42

Appendixes7:

IngredientSupplyAgreement…………………………………………45

Appendixes8:

CommercialLeaseAgreement…………………………………………51

Assignmentdistribution………………………………………………………………..52

AttachedFolder（ProductCharacteristics）

ExecutiveSummary

ExecutiveSummary

MidnightTeaRestaurantisanewrestaurantinthequaintWhiteRockofSurrey,Canada.MidnightTeaRestaurantisapartnershipbusinesscompany,managedbyitsowners,ShutingZhu,BaifanLiandZheChan.ShutingZhuandBaifanLiarefromFujianProvince,soit’sobviousthattheyarefamiliarwithFujiancuisines.TheirloveandknowledgeofFujiancuisineswillmakethetransitiontoowningandrunningateahouseanaturalstep.ZheChanisdreamingofanutritionist,sohisknowledgeofthehealthbenefitsofteawillhelpourmarketingandsalesefforts.

Thereisnodoubtthattheeconomyisrestoringrecently,inaresult,moremoneypeoplearehaving.Meanwhile,thetourismisbecomingmoreandmorepopular,soalargenumberofpeoplewillgotoWhiteRocktohaveaholiday.Thus,wefirmlybelievethatwecanhavegoodcontroloverourcompany.

InWhiteRock,ourpotentialclienteleisdividedbetweenlocalresidentsandtourists.Weexpecttoeasilygeneratesalestocustomers,whowillimmediatelyrecognizethequalityofourproductsandservices.MarketingtothemuchlargerlocalgroupswhoarenotyetfamiliarwithFujiancuisineswillemphasizeouratmosphere,ourprestige-value,andourwidearrayofpotentialgifts.Salestotouristsdependonahighly-visiblelocation,associationwiththequaintcharmofourtown,andpromotionaleffortsincooperationwithotherlocalbusinesses.

Mission

OurgoalistobecomeadailynecessityforeveryonelivinginWhiteRock,aplacetoenjoydeliciousfood,aplacetodreamofasyoutrytoescapethedailystressesoflifeandjustacomfortableplacetomeetyourfriendsortoreadabook,allinone.

Objectives

●OperateasuccessfulrestaurantinWhiteRock,employingonetotwoemployeesthefirstyear.

●Toobtainaminimumof150regularcustomersinWhiteRockthefirstyearofoperation.

●Achievefirstyearsalesof$2,880,000.

●Maintainanaveragegrossmarginof50percent.

●Have3chainstoresofMidnightTearestaurantwithin3years

●Graduallyhavechainstoresoverseaswithtenyears.

KeystoSuccess

●ExperiencedOwners/Managers.ShutingZhuandBaifanLihaveagreatnumberofknowledgeofFujiancuisines

●ProductQuality.Wesellonlythefinestfood.

●ExcellentCustomerService.Eachcustomerwillbetreatedas wouldan honoredguestinourhomes.

●Broadcross-seasonalofferings.Inadditiontomeals,weoffericedteas,chocolates,snacks,cookiesandgiftbasketstocoverseasonalvariationsincustomerdemand.

1.0DescriptionandOwnershipofProposedBusiness

MidnightTeaRestaurant,whichisatearestaurantlocatedin14909MarineDr,WhiteRock,BritishColumbia,andVancouver,Canada.ItisfoundedinMay,27th,2014bythreeyoungcollegestudentsfromZhejiangInternationalStudiesUniversitywiththeformofpartnership.TheyareShutingZhu,BaifanLiandZheChen,inthepositionofChiefHumanResource,MarketingDirectorandChiefFinancialOfficerrepetitivelyinMidnightTeaRestaurant.

Ontheonehand,tearestauranthavealonghistoryandculture,whichispopularathomeandabroad.Themarketshareincreasedyearbyyearsotheforegroundisverygood.Asweallknown,tearestaurantculturehaspenetratedintopeople'sdailylifeandpeoplehavebuilttheconsumptionhabitstogototearestaurant.Ontheotherhand,VancouverhasasecondmajorChinatownintheNorthAmerican,andtheproportionofChineseisincreasinglylarger.Besides,Vancouverhasahighstandardoflivingandthenightlifeisrichandcolorful.

Althoughthetearestaurantsarenowspreadthroughouttheworldandextremelypopularinmanyforeigncities,theywerederivedfromHongKong,Chinaintheearlytime.Therefore,theauthenticdishesintearestaurantcouldnotverycommonlybetastedinforeigncountries.SincethedishesintraditionaltearestaurantsaremainlyCantoncuisineandZhuandLiarebothfromFujianprovince,China,whicharefamiliarwithCantoncuisineandFujiancuisine.Thus,weplantobuildupatearestaurantfocusonCantoncuisineandFujiancuisineinVancouver.

OurproducesaremainlyfocusonCantoneseandFujiancuisine,andwithsomewestern-stylefoods.Therearethreemealstocustomer.Attheweekdaymorning,therearekindsoftraditionaltearestaurantbreakfastopenin8:

00a.m.-10:

00a.m.,includingPineapplebunwithbutter,Beeftallowtoast,Westerntoast,Tunasandwich,Sandwichwithhamandeggandsoon.Therearenolunchinourrestaurantwhilewemainlyfocusonafternoontea,providinglotsofspecialdesertsandbeverage,whichwillopenon15:

00p.m.Wewillopenourrestaurantuntilmidnightabout23:

30p.m.,whichisourspecialthingandpeoplestillcanhavesomenightsnacksanddrinkingwiththeirfriendsandfamilies.Whileattheweekend,ourrestaurantwillopenfrom15:

00p.m.until1:

00a.m.Generally,ourmajorconsumergroupsarepeopleoverage18,whichhavethebasicconsumptionability.Exceptforthelocalcustomers,weareexpectingtohavemoreconsumptionfromthevisitorsintours.

Theguestsdonothavetogivetips,butthemenupriceswillincreasedbyabout18%andacorrespondingincreaseinouremployeeswages.Ifthecustomersgivetipsvoluntary,wewillcollectthemoneyinaboxinourrestaurantasacharitydonation.

Ourmissionistoprovideauniqueandrelaxingdiningexperience,similartodiningathome,tothoseChinesewhoarefarawayfromhometownandtothoseforeignpeoplewhoseldomeattheauthenticCantonandFujiancuisine.Weaimtoprovidethebestdiningexperienceforourcustomers.Whetherinstores,onlineorbyphone,weofferaconvenientserviceforallourcustomers–howeverandwhenevertheychoosetoeatwithus.Wewillstrivetoachievethisgoalby:

1.Providingmenuitemsincorporationqualityingredientsatreasonableprice.

2.Wewillbemindfulofthewellbeingofourcustomersandstaff—treatingeachandeveryonewithdignityandrespect—justlikewewouldatourownhome.

OurobjectiveisourbusinessisboominginWhiteRockandthenthewholeVancouverandestablishesourbrandtofamousinthehighwaysandbywaysintheVancouver.Accordingtothedatesofourrestaurant’sBreak-evenpoint,wehopewecanrecoverycostswithinthefirst3months,employonetotwoemployees,obtainaminimumof150regularcustomersinWhiteRockthefirstyearofoperation,achievefirstyearsalesof$2,880,000andhave3chainstoresofMidnightTearestaurantwithin3yearsandgraduallyhavechainstoresoverseaswithtenyears.Inthefuture,weplantoexpandourcompany’ssizeandChannelofdistribution.Weplantoprovidecateringservicesforfamilyreunions,weddings,birthdaypartiesandotheractivities.

2.0AssessmentoftheBusinessEnvironment

2.1EconomicEnvironment

Thereisnodoubtthattheeconomyisrestoringrecently,inaresult,moremoneypeoplearehaving.Meanwhile,thetourismisbecomingmoreandmorepopular,soalargenumberofpeoplewillgotoWhiteRocktohaveaholiday.Thus,wefirmlybelievethatwecanhavegoodcontroloverourcompany.Besides,itusedtobenowthateconomiesarebasedonservicesnotmanufacturing.Asaresult,ourrestaurantwillbeverypopular.What’smore,thesalariespeoplegainisbecomingmoreandmore,whichiscausingthatthelivingstandardsofpeopleareliftingandtheconsumptionlevelishigher.Ofcourse,somepeoplearekeentotrysomenewthings.Therefore,ourrestaurantisverysuitab