商务英语写作论文.docx

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商务英语写作论文.docx

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商务英语写作论文.docx

商务英语写作论文

REPORTONTHEBUSINESSPLAN

OFVIVALAVIDABAR

REPORTONTHEBUSINESSPLAN

OFVIVALAVIDABAR

Preparedfor

Prof.SuLiwen,ProfessorofBusinessEnglishWriting

DongbeiUniversityofFinanceandEconomics

Preparedby

CuiCui,FuXiao,NiuWanqingandZhangJing,ResearchFellowofBusinessManagement

DongbeiUniversityofFinanceandEconomics

December22,2014

MEMORANDUM

TO:

ProfessorSuLiwen

FROM:

CuiCui,FuXiao,NiuWanqingandZhangJing

DATE:

December22,2014

SUBJECT:

ReportontheBusinessPlanofVivaLaVidaBarIncludingtheAnalysisofEnvironmentandtheOperatingStrategies

HereisthereportonthebusinessplanofVivaLaVidaBarincludingtheanalysisofenvironmentandtheoperatingstrategiesthatyouauthorizedonNovember.Therelatedwebsitesandonlineinformationwereexamined,andainvestigationwascarriedoutbyourgroupinShaHeKouDistrict,DalianCity.

Thisreportwillexplainourbar’soperations.Firstly,wewillexpressourorganizationalcultureandstructureandexplainwhywechooseit.Secondly,ourproduction/operationsystemwillbeillustrated.Thirdly,wewillanalyzethebusinessenvironmentwemayface.Fourthly,thefinancialpositionanddifferentaspectsofriskswemaysufferinthefuturewillbedescribedspecifically.Finally,wewillillustratesomeprospectsinmarketsandintroduceourmarketingstrategies.

Thankyouforallowingustheopportunitytoparticipateinthisworthwhilestudy.WeareconfidentthatthisreportwillaidyoutogetmoreinformationaboutthebusinessplanofVivaLaVidaBarincludingtheanalysisofenvironmentandtheoperatingstrategies,andwewillbehappytodiscussthefindingsandquestionswithyouandotherclassmates.

Attachment

Contents

Executivesummary………………………………………………….….……...…….iv

1.Introduction……………………………………………………..…………….…….1

1.1PurposeofStudy………………………………………………………...….…….1

1.2ScopeofStudy……………………………………………………………….…….1

1.3MethodsandProcedures……………………………………...…………………1

2.ExternalcultureandinternalcultureofVivaLaVidaBar………………………….2

3.CompanyStructureandOrganization……………...……………………………….2

3.1WhatistheEntrepreneurialStructure?

.………...…………………………………2

3.2Reasons...………………….……………………………………..………………..3

4Production/OperationManagement………………….…………………………..…3

4.1HowtoProduce….……………………………………..…………..……………..3

4.2ProcessEngineering………………………………..…………..……………….....4

5StrategyandtheBusinessEnvironment……..…………………..……………….....4

5.1BusinessEnvironmentofDalian……..……………….………..……………….....4

5.2SituationAnalysis…………………………………..…………..……………….....5

5.3PESTELanalysis…………………..…………..……………………………….....5

5.4Competestrategy…………...…..…………………..…………..……………….....5

6.FinanceAnalysis…………………………...………………..…………..……….....6

6.1Thecostandrevenue……………...………………..…………..……………….....6

6.2Assets……………………………...………………..…………..……………….....7

6.3EquityandLiabilitiesofOurBar…..…………..……………….............................7

7.RiskAnalysis………………...………………..…………..………………...............7

7.1SocialRisk………………………...………………..…………..……………….....7

7.2PoliticalRisk……………………...………………..…………..……………….....8

7.3EconomicRisk……………...………………..…………..………………..............9

8.MarketStrategies………...………………..…………..……………….....................9

8.1Branding…………………………..……..…………..……………….....................9

8.2MarketSegments………………….……..…………..……………….....................9

8.3MarketPosition…………………...……..…………..………………...................10

9.Conclusion……..…………..………………............................................................10

References……………………………………………………………………………11

ListofFigures

Figure1TheStructureoftheOrganization……….………………..………….…....3

Figure2BarChartoftheGDPofDalian………….………………..………….…....5

Figure3LineGraphoftheCostandRevenue……………………….……………...6

ExecutiveSummary

VivaLaVidaBarisdesignedtobesituatedaroundXinghaiSquare,whereouroperatingareaisabout480m2,includingtwofloors.Weareoperatingbothwesternfoodanddrinkindustry,suchasFrenchpasta,wineandbeer.Thecustomerswhowouldliketogotoourbarwillrelaxthemselvesinavintageatmosphere.

Researchwasconductedintwoways:

（1）Currentnewspapersandonlineinformationwereexamined,and

（2）on-the-spotinvestigation

Thereportaddressedthefollowingtopics:

（1）externalcultureandinternalcultureofVivaLaVidaBar,

（2）companystructureandorganization,（3）production/operationmanagement,（4）strategyandthebusinessenvironment,（5）financeanalysis,（6）riskanalysis,（7）marketstrategies.

ThisreportcanprovidethenecessaryinformationanddatatoclearlyunderstandthebusinessplanofVivaLaVidaBarincludingtheanalysisofenvironmentandtheoperatingstrategies.TheplanprovidedabovewillbehelpfulfortheestablishmentofthebarinXingHaiSquare,Da,Lia

REPORTONTHEBUSINESSPLAN

OFVIVALAVIDABAR

1.Introduction

ThemissionstatementofVivaLaVidaBaristocreateawonderfuldaylife,andacolorfulnightlifewiththebestvintagecultureforpeopleallovertheworld.ItwillbelocatedaroundXinghaiSquarewhichisabout480m2,includingtwofloors.Weareoperatingbothwesternfoodanddrinkindustry,suchasFrenchpasta,wineandbeer.Thecustomerswhowouldliketogotoourbarwillrelaxthemselvesinavintageatmosphere.

1.1PurposeoftheStudy

ThepurposeofthisreportistomakeabusinessplanVivaLaVidaBarthroughtheanalysisofinternalandexternalenvironmentandthedesignoforganizationstructureandthenputforwardsomesuggestionsandtoimproveimplementationofitsestablishment.Answerstothefollowingquestionsareprovided:

1.Whataretheorganizationcultureandstructure?

2.Whatkindsofenvironmentwillbefacedbythebar?

3.Whatarethefinancialsituationsandrisks？

4.Whatarethestrategiesshouldthebardevelop?

1.2ScopeoftheStudy

Theprojectwaslimitedbythetopic,andthesix-weektimeperiodallowedforitscompletion.TheteamdelimitedtheprojectthroughtheInternetandon-the-spotinvestigationinacommunityofXinghaiSquare,ShaHeKouDistrict,DalianCity.

1.3MethodsandProcedures

Secondaryresearchwasconductedthroughtraditionalandelectronicsearchesofperiodicals,booksandtheInternet.On-the-spotinvestigationwascarriedoutbygroupmembersinNovember29thinXinghaiSquare,ShaHekouDistrict,DaLian.

2.ExternalcultureandinternalcultureofVivaLaVidaBar

Ontheonehand,VivaLaVidaisavintagethemedbarthataimstoprovideawonderfultimeforpeople.InVivaLaVida,peoplecanexperiencetheimpactofoldfashion.Itisaboutrethinking,oratleastreviewing,howhistoriesaremadeandshowed.Thus,wechoosevintagetobeoneoftheculturesofourbarsothatagreatnumberofcitizenswhoeagertopickuptheforgottenandancientcanbeattractedwithus.Ontheotherhand,theoperationprincipleinourbariscustomerorientation.Thereasonforustosetthisprincipleisthatthehighsatisfactionsofcustomerleadtogoodreputationsandsuperioreconomicreturns.

Bycomparison,cumulativecustomersatisfactionisanoverallevaluationbasedonthetotalpurchaseandconsumptionexperiencewithagoodorserviceovertime.（Fornell1992）ThesuccessfulexampleofgoodserviceisHaidilaowhichisahotspotrestaurantfoundin1994.Therestaurantfollows“servicefirst,customerfirst”sothatpeoplecanreallyfindthefeelingsof“treatedasGod”.Atpresent,“Haidilaoismorethanjustarestaurant;itisamodernChineseinstitution.Thispopularhotpotrestaurantfeedsmorethan10,000Beijingersanight,withpeoplewillingtowaittwohoursforatable.”（LouisaLim2011）Besides,theluxurydecorations,thetastyfoodandthesoothingmusicarepreparedsothatpeopleareabletoenjoytheirtimeinarelaxenvironment.

Egalitarianisimportanttoeverypeople.Therefore,wechoosetheincubatorculturetoforminourbar,whichis“characterizedbystrongemphasisonequalityandorientationtotheperson”.（FredLuthans&JonathanP.Doh2011）Inaddition,ourbarfollowsthespiritthat“integrity,unity,hardwork,efficiency”.Foronereason,whattheemployeesdoisnotonlyaboutindividualbehavior,butalsoaboutcorporateculture.Foranother,mutualunderstandingandstrengthenfeelingswillcreateharmoniousatmosphereinourbar.

3.CompanyStructureandOrganization

3.1WhatistheEntrepreneurialStructure?

Intheentrepreneurialbusinessstructure,anydecisionthatneedstobemadeismadecentrally,eitherbyonepersonoratheadoffice,theresultsofwhicharethencommunicatedtoworkers.Thisisthemost'rigid'oforganizationalstructures.（MikeJKingsford,2012）

3.2Reasons

•Organizationalstructureisclose,thecentripetalforceisstrong,andthegreatdo

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