学士学位论文business plan for sweet coffee.docx

学士学位论文business plan for sweet coffee.docx

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学士学位论文businessplanforsweetcoffee

编号

淮安信息职业技术学院

毕业论文

题目

BusinessPlanfor“SweetCoffee”

学生姓名

许慧

学号

57011107

系部

商学院

专业

商务英语

班级

570111

指导教师

【张静秋】【讲师】

顾问教师

【姓名】【专业技术职务】

二〇一二年六月

学号：

57011107

BusinessPlanfor“SweetCoffee”

“甜心咖啡”商业策划书

XuHui

UndertheSupervisionof

ZhangJingqiu

June2013

Abstract

InthisBusinessplan,wewillopenaCoffeecalledSweetCoffee.ItislocatedinHuai’anCollegetownasawesternrestaurantforleisuretime.WiththedevelopmentofeconomyandincreaseofcollegestudentsinHuai’anarea,webelievethatourCoffeewillhaveagreatmarketopportunity.However,ourCoffeewillfaceacontinuedmarketcompetition,sowedecidetomakethismarketingplantopromotethegrowthofourrestaurant.

Wewillanalyzetheenvironmentinordertodefinethetargetmarket.Tofindourpotentialconsumers,wemadeamarketresearchwhichisclearforustounderstand.Then,wewillmakeaSWOTanalysistofindtheproblemsandopportunitiesforourbusiness.ByanalyzingthetargetmarketandusingSWOTanalysis,wedrawabriefconclusionofthedevelopmentofourCoffeeshop.Then,wecomeupwiththesignificantmarketingmixstrategy,whichcanhelpmebetteroperatethiscoffeeshop.AndwemakeafinancialanalysisforourCoffeetorunitsmoothlyandefficientlybymonitoringouroperation.

Westronglybelievethatourbusinesswillbeasuccess.Central,localgovernmentandcollegesupportcollegestudentstostarttheirownbusinesses,soourbusinessesmusthaveagoodcommercialopportunity.

Keywords:

Huai'ancollegetown,potentialconsumers,marketingstrategy

摘要

在这个营销计划,我们将开一个叫甜心的咖啡馆。

它作为休闲西餐厅建于淮安市大学城.随着经济的发展,和淮安地区学生的人数增多。

我们相信我们的咖啡馆将有一个庞大的市场机会。

然而,我们的咖啡馆也将面临持续的市场竞争,所以我们决定让这个营销计划来促进发展我们的餐厅。

我们将分析环境，以确定目标市场。

为了找到我们的潜在消费者，我们做了一个市场调研，以便我们更加我们清楚了解。

然后，我们会做一个SWOT分析，用来找出我们业务中的问题和机遇。

通过分析目标市场，和SWOT分析，我们对于我们的咖啡馆得出一个简单的结论。

然后，我们想出了显着的市场营销组合策略，这可以帮助我们更好地经营这家咖啡店。

此外为了咖啡馆能够更加平稳的运行，我们也为咖啡馆做了一个财务分析来监控我们的操作。

我们坚信,我们的业务将会是成功的。

中央、地方政府和大学都支持大学生创业,所以我们的企业一定有一个好的商业机会。

关键词：

淮安大学城，潜在消费者，营销策略

Contents

AbstractI

摘要II

Chapter1Introduction1

1.1Background1

1.2SweetCoffee1

1.2.1Philosophy2

1.2.2Mission2

1.2.3ServiceGuideline2

1.2.4OurGoal2

1.2.5Ourproduct2

1.2.6Functionofcoffee3

Chapter2SWOTAnalysis5

2.1Strength5

2.2Weakness5

2.3Opportunity5

2.4Threat6

Chapter3MarketingStrategy7

3.1Strategytypes7

3.1.1DevelopmentStrategy7

3.1.3ProductStrategy7

3.1.4SalesStrategy8

3.1.5ServiceStrategy8

3.2AnalysisofStrategicIssues8

3.2.1High-EndorLow-End?

8

Chapter4MarketAnalysisandPositioning10

4.1TheMarketAnalysis10

4.2Economicanalysis10

4.3Consumer analysis 11

4.4CafeMarketingMixStrategies11

Chapter5Implementationandcontrol13

5.1OurEntrepreneurialTeam13

5.2ResponsibilitiesandResumeofCoreManagement13

5.2.1GeneralManagerandExecutiveDirector13

5.2.2AdministrativeManager13

5.2.3MarketingExecutive13

5.3ThePlanofImplementationandControlforCollegeStudentsConsumers5.3.1ThePre-publicityStrategiesandObjectives14

Acknowledgments15

Chapter6Conclusion16

Bibliography17

Chapter1Introduction

1.1Background

Chinaisoneoftheworld'sfourancientcivilizations;ithasalonghistoryandculture,especiallytheChinesefoodculture.Chinesepeople'seatinghabitsaredifferentfromthoseofothercountries;botheatinganddrinkingareveryparticular.Manyforeignfriendshavethisquiteinterested.Today,Chinaisconstantlysubjecttotheimpactofforeigncultures;manyChinesepeoplehavebecomeaccustomedtowesternstyleoflife.

Withthedevelopmentofsociety,thepaceoflifeofpeoplecontinuetoaccelerate,studentslivingoncampusarenotonlyunderthepressurebroughtbylearning,butalsobearthepressurebroughtbythefutureemployment.Universitylifehasbecomeabnormalmonotonousandsimple,thereforeinthedeepmind,moststudentsareeagertohaveasuitableleisureandrelaxationarea.However,duetotheremotelocationandwinterandsummervacationsoperatingoff-season,andotherreasons,fewwell-knownWestern-stylefast-foodrestaurantscometoenterthemarket.SomeWesternrestaurantsareexpensive,sothatfewstudentswilleatinthem.

Wehavedecidedwiththepriceadvantageandqualityservices,thetraditionalbusinessande-commercemanagementmodetofirstenterthismarketandbuildournewrestaurant:

SweetCoffee.

Sweetcoffeebarisdeterminedtobecomeadailynecessityforcoffeeaddicts,aplacetodreamofasyoutrytoescapethedailystressesoflifeand justa comfortableplacetomeetyourfriendsortoreadabook,allinone.Withthegrowingdemandforhigh-qualitygourmetcoffeeandgreatservice,SweetwillcapitalizeonitsproximitytotheHuai'ancollegetowntobuildacoregroupofrepeatcustomers.Sweetwillofferitscustomersthebestpreparedcoffeeintheareathatwillbecomplimentedwithpastries,aswellasfreebooksthatitspatronscanreadtoenjoytheirvisit.

Thecompanywilloperatea200squaremetrescoffeebarwithinawalkingdistancefromHuai'ancollegetown.Thecompanywilloperatea200squaremetrescoffeebarwithinawalkingdistancefromHuai'ancollegetown.

1.2SweetCoffee

SweetCoffeewillfilltheblankofWesternfast-foodrestaurantsinHuai'an.Itislocatedinthescenicandelegantuniversitytown.Therearedozensofcollegesanduniversitiesaroundit.Potentialmarketisvast.

Therestaurantownshigh-qualitymanagementpersonnelandadvancedmanagementmode-thecombinationofvirtualteammanagementandtraditionalmanagement.Therestaurantwillemploytheprofessionalchefsofwesternfoodandpurchaseadvancedmanufacturingequipment.

SweetcoffeewillbeknownalloverthewholecountryforthequalityandtasteofourtrademarkMochaItaliablend.Inthefuture,wewillslow-roastingourowncoffeebeans.Ourattentiontodetailevenextendstothetrainingofourcoffeeexperts,or“Baristas”astheyareknown,whomakeandservethecoffeeforyou.ThispassionforperfectioniswhatmakesSweetcoffeespecial.

NowyoucanexperiencetheultimatehandcraftedcoffeeforyourselfinourbrandnewSweetcoffeestore.Aswellasagreatrangeofauthenticcoffeedrinks,delicioussandwichesandtemptingcakesandpastries,youcanalwaysbesureoffindingawarmwelcomethere.

1.2.1Philosophy

Sweetcoffeecafewillbeastar,ithasacomfortableleisureenvironment.youcanchooseavarietyofcoffeevarieties,andchoiceofdessertsfromdifferentcountries.Wealsoprepareaspecialdessertforcustomers,whodonoteatsugar.

1.2.2Mission

Sweetcoffeewillmakeitsbestefforttocreateauniqueplacewherecustomerscansocializewitheachotherinacomfortableandrelaxingenvironmentwhileenjoyingthebestbrewedcoffee orespressoandpastriesintown.Wewillbeinthebusinessofhelpingourcustomerstorelievetheirdailystressesbyprovidingpieceofmindthroughgreatatmosphereconvenientlocation,friendlycustomerservice,andproductsofconsistentlyhighquality.Sweetcoffeewillinvestitsprofitstoincreasetheemployeesatisfactionwhileprovidingstablereturntoitsshareholders.

1.2.3ServiceGuideline

“Qualityfirst,serviceupmost,Healthisthehighest,”stheserviceguidelinethatourcompanykeepsalways.Ourmissionistomakeyouenjoyyourconsumption.Weofferourcustomerswithtop-qualityproductsandexcellentservice.

1.2.4OurGoal

Ourproductsareveryrichinspecies.Weexploretheconnotationofthecampusculture,businessculture,coffeeculture,aswellasdiningculture.WehaveanexcellentopportunitybecausethenumberandsizeofUniversityCityhavereachedacertainlevel,andcontinuetoincreaseandexpand.Ourcapitalrecoverycycleisrelativelyshortwhichwillhelpustore-investment.

1.2.5Ourproduct

Cappuccino

CappuccinoisanItaliancoffeeofakindofchange,namelyonthepartialstrongcoffee,pourinthesteamfoamingmilk,atthistimethecolorofcoffeelikecappuccinomonkschurchoverlyingturbandarkbrowncoat,coffee,hencethename.

Blackcoffee

Blackcoffeeiswithoutanymodificationofcoffee,blackcoffeeisbroughtaboutbythetasteofcoffeeoftheoriginalfeeling.Blackcoffeesetthecoffeebittersweetglycolacidmixedcharacteristics,itisoriginalandstraightforward,deepandintriguing.

Somedessert

Therearemanykindsofourdessert,theyareaffordable,andtherearelittlesugarinside.Weinsureitwillbetasteverywellanditisn’teasytogetfat.

1.2.6Functionofcoffee

Sweetcoffeeisdesignedtoprovidebetterandmorequalityservices,emphasizingthe"FoodandHealth"

1.Coffeecontainscertainnutrients.CoffeecontainsniacinvitaminB,bakedbeanswithhigherlevels.Andafreefattyacid,caffeine,tannicacid.

2.Coffeeisgoodfortheskin.Coffeecanpromotemetabolism,digestiveorganscanbeadjusted,hasagreatinfluenceonconstipation.Usecoffeepowderbathisawarmtherapy,thereisweightloss.

3.Coffeecanreducefatigue.Eliminatefatigue,wemustsupplementnutrition,restandsleep,promotemetabolism,andcoffeehasthesefeatures.

4.Onedaythreecupsofcoffeecanpreventgallstones.Forcaffeinatedcoffee,canstimulatethegallbladderandbileeasytoreducetheformationofcholesterolgallstones,thelatestHarvardUniversityresearchersfoundthatmenandtwotothreecupsofcoffeeadayare40percentlowerthantheprobability.

5.Coffeedrinkerspreventradiationdamage.Radiationdamage,especiallyelectricalradiationhasbecomeamoreprominentkindofpollution.Indiahasatomicresearchersonmicethisconclusioncanbeappliedtohumans.

6.Theheal