浦东咖啡馆案例分析.ppt
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ThePudongCoffeeShopXXXX案例要点回顾案例要点回顾一、基本情况:
一、基本情况:
1.1.行业正在蓬勃发展行业正在蓬勃发展2.2.父亲提供父亲提供400000400000,房子到,房子到20152015年前每年付年前每年付100000100000租金,最后房产属于房东租金,最后房产属于房东33向银行借款向银行借款410000410000用来购买家具及设备,借款用来购买家具及设备,借款期为期为55年,年利率为年,年利率为7%7%,每年末支付利息。
,每年末支付利息。
44公司地址环境:
在世纪公园边上,周围有大小办公司地址环境:
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,还有公楼,边上有商业学校,有很多外国学生,还有国际中学。
国际中学。
案例要点回顾案例要点回顾二、现状二、现状1.1.商店布局商店布局:
顾客区、服务台、陈列区、卫生间、厨顾客区、服务台、陈列区、卫生间、厨房、储备室,天气好时外面可以坐人,合计顾客房、储备室,天气好时外面可以坐人,合计顾客区约为区约为5050平米。
不可吸烟,有报纸杂志等提供。
平米。
不可吸烟,有报纸杂志等提供。
2.2.营业时间:
营业时间:
8:
00a-9:
00p8:
00a-9:
00p节假日不休节假日不休33菜单:
回收纸制作,有大量优惠咖啡等饮料,可菜单:
回收纸制作,有大量优惠咖啡等饮料,可以提供三餐以提供三餐4.4.地区竞争:
同楼层有意大利餐馆,有其他冰激凌地区竞争:
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案例要点回顾期,价格无法上涨。
期,价格无法上涨。
5.5.消费:
外带很少,年销售额消费:
外带很少,年销售额930000930000,平均人均,平均人均消费消费5050元,总体:
亏损,但现金流增加元,总体:
亏损,但现金流增加三、挑战:
三、挑战:
10%10%的消费市场增长率,企业管理需要改进的消费市场增长率,企业管理需要改进QuestionsQ1:
Whydoesthegrowthofsalesremainsoslow?
Q2:
Whyisitthatthecoffeeshopgainscashinflowswiththenegativenetprofit?
Givesomeadviceonhowtoreversetheloss.Question11.SignificantCompetitionThePudongCoffeeShopisverysimilartomanyotherChineseenterprises,forexample,thegroundflooroftheapartmentblockalsocontainstwosimilarenterprises,Italian-stylerestaurantandtheotheranicecreamcaf.Asaresult,thereisalowerexpectedsalesgrowthinthetwoyearsofLismanagement.Italsorestrictsanypriceincrease;andLispricesaresimilartomostotheroutletsinthearea,onlytomakeithardertopromotesalesgrowth.Question12.Lackofmanagementskills3.NoeffictivebrandAlthoughLitake$400,000acquiringthegoodwill/customerloyaltyoftheexistingcoffeeshop,weknowthereweresomecustomerscomplains,whichgiverisetounsatisfingsales.Question14.Lihasnoclearmarketpositionfortheshop60%ofrevenueinCoffeeshoparefromfoodsales,thereveneisnotgood.NocorecompetitivenessQuestion21.Depreciation2.Increaseofinventories3.IncreaseofpayablesQuestion2Theprofitisafterdeductingallthecostsandexpensesfromrevenue,withaccrualprinciple.Inthiscase,someofthecostsandexpensesnotpaidorreceivedyet.Whenwecomputeprofit,theamortizationordepreciationistreatedasanexpenseandthusdeducted,butneitherofthemcausesacashoutflow.Themovementofinventoriesandpayables,receivables,orloansimpactstheflowofcash,buthavenothingtodowithprofit.Allthesecontributetothedifferencebetweennetprofitandcashflows.Inthiscase,whenwecalculatecashflows,weneedtoaddbackdepreciation,increaseintradepayablesanddeductincreaseininventories,repaymentofloansfromoperatingprofit.Question2Advise1.Lishouldmakeaclearmarketposition.wecanknowthecustmersconsistofstudentsandwhitecollar,buttheirconsumptionlevelisdifferent,soLicanproducedifferentcoffeefordifferentlevelanddifferentprice,helpingbuildingcustomerloyalty.2.ContratingoncoffeecharacteristicQuestion2Andwekown,therearemanycompetitors,theyhavesimilarproducts,soLishouldconcentrateonhiscoffeeandbecomeoutstanding3.Improvingtheutilizationrateofnon-curruntassetLipurchasedmanynon-currentassetandthedepreciationistoomuch,buttheydidntbringcorrespondingbenifitorchangethelayoutofcustomerarea,servicearea,glassdisplaycountersect.Question2Question24.ControlthecostWages-improvethestructureofempolyees.eg.hiringmorepart-timewaitersCostofsales-signalong-timecontractwithitssuppliertoreducethecostofmaterialEstablishingmanagementcontorlsystemandhireprofessionalmanagertogiveadvise.5.Tocarryouttake-awaytoimprovethesales6.Establishingmembershipsystermandbeingseriouswiththecustomerscompliantstoimprovecustomerloyalty