泰国酒吧计划英文版new bar plan.docx

泰国酒吧计划英文版new bar plan.docx

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泰国酒吧计划英文版newbarplan

BarPlan

Tableofcontents

Executivesummary-------------------------------------------------2

Marketbackground

Objectives

Strategies

Principalactionsprograms

SituationAnalysis--------------------------------------------------3

Categoryanalysis

Promotionstrategy

Mediapropagandastrategy

Mustknow-----------------------------------------------------------6

Otherinformation---------------------------------------------------9

Executivesummary

Marketbackground

Inthe21stcentury,alongwiththeeconomicalunceasingdevelopment,thepursuefashion,thehighgradelife,hasbecomethemodernconsumer'slifegoal.Consumer'sunceasingpursuegoodlifelevelandqualityoflife.Inoneday-longbustlingaboutafterstudy,theconsumerpursuesinmoreothermaterialandthespiritualdemand.SpecialThaithiskindoftourismisdeveloped,thenightlifeveryrichcountry,eveninggoestothebaristhemostconsumer'schoices.ThisalsoletsThailand'sbarculturebeveryrichandfamousintheworld.Simultaneouslyhasalsoenlargedbetweenthebarcompetitivepower,nomatterisbetweentheoldbarorsomeothernewbarwantstojoininthismarket.Notspecialty,reasonable,thescientificmodesofbusinessoperation,itisverydifficultlysurviveundertheenvironment.

Objectives

Nowthelocalbaralreadydrewcloseinthesaturatedcondition,probablyhave30barsinthisplace.Gathersnearbythebeach,aswellasgoestothebeachonthemainroad.Theconsumerismainlytheuniversitystudent,teacherlecturer,ordinarywhite-collar.Ourgoalisbuildsabarundersuchenvironment,thesuccessopensthemarket,andoccupiescertainmarketshare.

Strategies

Althoughalreadyhadmanybarstooccupythemarketshare,butmanyhavenotachievedthespecializedmarketsurvey,informationanalysis,localizationandsoon.However,includestothemarketinformationcollection,theinvestigation,thepredictthatobtainsamoreaccuratesciencetheaggregatemarketanalysis;Barlocalizationanalysis,tobardirectionofmanagement,goalexpensecommunity,liquorpriceandsoon;Competitoranalysis;Formulatesthereasonablemarketingstrategyandpromotion;Thespecializedvisitorservice,thestaffmanages.

Principalactionsprograms

1.Barselectedlocation,registration

Theselectedlocationprinciple,needstoconsiderfactor;Fundraising,registrationbook.

2.Bar'stypeandrepair

Accordingtodifferentserviceform,modesofbusinessoperationclassification;Repairandatmospherebuilding,musicchoice,Taiwandesign,innerspacedesign.

3.Liquorlistdesign

Liquorlistdesign,formulationbasis;Theliquorlistmanufactureskillandthekindaccommodate;Fixedpriceprincipleandmethod.

4.Thebarconsumer'sserviceandthestaffmanage

Theflowofservesconsumer,theservicecontent;Thestaffmanagementsystem,trainingandtheinspection,advertiseandhire.

5.Barmarketingandpromotion

Barenvironmentimage,staffimage,shopfrontimage;Thebaractivitypromotion,businesspromotion,thepersonnelsell.

6.Thebarrawmaterialpurchaseandthecostgrasp

Rawmaterialpurchaseprocedure,formulationpurchasingplan;Rawmaterialapproval,storage;Costbudget.

SituationAnalysis

Macroscopicenvironment:

Thailandafter1997financialcrisis,economicrecession.Until1999,theeconomystartedtorestoreslowly,thelivingstandardspromotedonceagain.To2010,theaverageperpersontotaloutputvalueamountsto4620USdollars.Theeconomicaldevelopmentleadstheconsumerpowerofconsumptiontheenhancement,letstheconsumerhavemoremoneytobuythebetterproductandtheservice.Thailand'stourismisverydeveloped,thebarissupplementaryproductandtheservice,notonlythepassengerlikesrealizingthatThailand'snightlife,hasmanyThaipeoplealsotolikeeveningurgingsomebodytodrinktheexpense.Suchenvironmentregardingthebardevelopmentisveryadvantageous.

Microscopicenvironment：

BangSaenthelocalconsumercommunityismainlyuniversity'sstudent,teacher.Thetransientpopulationisnotbig,doesnotlookliketheThaiothertravelingarea.Theexpensecommunityisstable,theoverallpowerofconsumptionisnothigh,thereforesuitsthebarwhichintheestablishmentthelowlevelexpends,thebarlocalizationcannotbetoohigh,thepriceshouldwanttobeablecheaplyrelativelytosatisfytheconsumer.Inthisarea,thebarwhichalreadydidbusinessprobablyhas30,themarketapproachinthesaturatedcondition.Thereforethecompetitionisquiteintense.

Categoryanalysis

BuraphaUniversityprobablyhas36000students,2000teachers,staff.Thisisthislocalbarmainexpensecommunity.Theexpensecommunityisstable,butthepowerofconsumptionisnothigh.Themarketislimited,thecompetitionisintense,themarketpriceisstable.Newlybuiltbar,becausetheconsumerdidnotunderstandtothebar,lacksthefixedexpensecommunity,theprofitarefeworhasnotgained.Atthesametime,intheadvertisementspropaganda,thepromotioninvestmentisbig.Untilhascertainpopularity,fixedexpensecommunity.

Accordingtotheinvestigation,theconsumerlikeschoosingFridaygenerally,SaturdayandSundayexpends.Receivestheincomeandthedisbursementinfluence,beginningofthemonth'sexpenseishigherthantheendofthemonth.Becausemostlytheconsumerisastudent,whencomesacrossthevacationthetime,themassivestudentsleave,gohome.Barbusinessisintheoffseason.Asaresultofconsumptionlevel'slimit,willnotexpendthetooupscaleserviceandtheliquorgenerally.Manyconsumerslikechoosingthebeerandthewhisky.Mostexpense'sbrandsareSingha,Leo,HeinekenandRed/Blacklabel.manyconsumers,whilewhichdrinksneedsmanyicesandthesodawater,simultaneouslyfoodisalsoessential.Thehopehasaremore,interestingpromotion.

Thebarenvironmentisimportant.Theexternalenvironmentrequest,manyconsumershopedthatcaninthegoodcommunications,thepositionsecurityplace,havetheparkingspotandsoon;Theinternalenvironmentrequest,manyconsumerslikehavingtheverygoodorchestraorDJleadtheatmosphere.Hasthespecialtyaccentliquorteacher.Andtheservicepersoncannottoofewtodesolatetheconsumer.

Promotionstrategy

1.Liquorlistsalespromotion

Ontheliquorlist'sliquorshouldclassify,sothatcustomerconsultandchoice.Ifthemajoritycustomersarenottoofamiliartotheliquor,beforeeachkindoreachminorsortenclosedshowing,itmayhelpthecustomerchoosestheproducttheylike.Preparestwokindofdifferentliquorlists,onekindisthecommonliquorlist,onekindisforthedistinguishedguestliquorlist,theformerplacesoneachtable,thereusuallyplaces,butthelatteronlydemonstratedwhenthecustomerrequests,ortheyareunableintheliquorwhichwhenonthecommonliquorlistfoundwantstodrink.

2.Everyweekliquor

Thesupplyspecialpriceliquor,thesespecialpriceliquoristhesamebythecupvaluation'sliquor,canattractthecustomertoattemptontheliquorlistthenewliquor,mayalsopromotesalessomeoriginalsalesisnottheveryidealnicewine.

Mediapropagandastrategy

1.Websitedissemination

Regardinganewbar,inconsumereyealwaysmystical,doesnotdaretoattemptfinding,thewebsitesetsupison-linehasanunderstandingfirstforthecustomertothebar,thusachievesthepropagandafunction,visitstoexpend.

2.DirectMailadvertising

TheDMadvertisementhasmaychoosethetargetaudiencetarget-oriented,reducestheadvertisementwaste,theinformationfeedbackisprompt,directcharacteristic.Proclaimsthecirculardesignrequirementstomanifestupscale,enjoysandsoon.Manifeststhebarwithsomeuniqueelementsthequalityandthecharacteristic.

3.Propagandaposter

Itmainlyusesintheactiveinformationwhichwillpropagandizethebarcharacteristic,nearfuturethemeactivityandthepreferentialbenefitexpends.

4.Publicitybrochure

Manufacturesthebarpublicitybrochure,tothevisitorintroducedthatvarioustypesadjusttheliquor,theliquororigin,theliquorandthecelebrity,theliquoretiquette,theliquorcultureknowledgeandsoon,guidesthevisitortoexpend,givesthevisitortheliquorcultureappreciationknowledge.Butdesignsthemanufacturepublicitybrochurethemainpurposeissuppliestherelatedbarfacilityandtheliquorserviceaspectinformationtothecustomer.

OpenanewbarinThailandmusttoknow.

HereIwanttalkabouttheforeignerhowtoopenanewbarinThailand.

TheoverallprincipleisthataforeignermayengageinbusinessinThailandifheorsheobtainsaForeignBusinessLicence（FBL）fromtheCommerceMinistrypriortocommencementofthebusiness.Theministry,however,hasageneralinternalpolicyagainstgrantingtheselicencesforbarsorrestaurants,becausethedecisionhasbeenmadetoreservethisindustryforThais.TheexceptiontotheruleofnotawardingFBLsforbarsorrestaurantsisifyoucanproveyouwillinvestheavilyinthebarorrestaurantand/oryouwillemployanumberofThaistaffand/oryouhavetechnologythatcanbetransferredtotheThaiemployees.Anexampleofthiskindofanexceptionwouldbeaforeignerwhowantstoopenalargerestaurantinamajorhotel,withafamouschefandscoresofwaiters,kitchenstaff,bartendersandthelike.Evenifthisisthecase,however,whetherornottheFBLisgrantedisatthediscretionoftheministry.Thereisoneexceptiontothelimitationonforeignersdirectlyowning