茶餐厅项目报告英文版.docx

1、茶餐厅项目报告英文版Business PlanMidnight Tea RestaurantPresented toLi, ShengluIn Partial Fulfillment of the Requirements for the Course ofIntroduction to International BusinessBy朱书婷 12010402004李白帆 12010402005 陈哲 12010402023 May 27th, 2014 CONTENTSExecutive Summary .III1. Description and Ownership of Proposed

2、 Business.12. Assessment of the Business Environment .32. 1 Economic Environment.32. 2 Industrial Environment32. 3 Global Environment43. Management Plan.83.1 Organization Structure.83.2 Production Process.114. Managing Employees.144.1 Work Environment.14 4.2 Training Employees.14 4.3 Evaluation Empl

3、oyees.164.4 Compensations175. Marketing Plan.205.1 The Target Market205.2 Product Characteristics215.3 Pricing.235.4 Distribution.255.5 Promotion266. Financial Plan276.1 Financial Plan.276.2 Start-up Costs286.3 Important Assumptions286.4 Break-even Analysis286.5 Projected Profit and Loss306.6 Balanc

4、e Sheets31Reference list .32Appendixes.33Appendixes 1: Company Summary.33Appendixes 2: Location Appendixes34Appendixes 3: Office Design35Appendixes 4: Company Organization37Appendixes 5: Partnership Agreement38Appendixes 6: Supply Agreement42Appendixes 7: Ingredient Supply Agreement45Appendixes 8: C

5、ommercial Lease Agreement51Assignment distribution.52Attached Folder (Product Characteristics)Executive SummaryExecutive SummaryMidnight Tea Restaurant is a new restaurant in the quaint White Rock of Surrey, Canada. Midnight Tea Restaurant is a partnership business company, managed by its owners, Sh

6、uting Zhu, Baifan Li and Zhe Chan. Shuting Zhu and Baifan Li are from Fujian Province, so its obvious that they are familiar with Fujian cuisines. Their love and knowledge of Fujian cuisines will make the transition to owning and running a teahouse a natural step. Zhe Chan is dreaming of a nutrition

7、ist, so his knowledge of the health benefits of tea will help our marketing and sales efforts.There is no doubt that the economy is restoring recently, in a result, more money people are having. Meanwhile, the tourism is becoming more and more popular, so a large number of people will go to White Ro

8、ck to have a holiday. Thus, we firmly believe that we can have good control over our company.In White Rock, our potential clientele is divided between local residents and tourists. We expect to easily generate sales to customers, who will immediately recognize the quality of our products and service

9、s. Marketing to the much larger local groups who are not yet familiar with Fujian cuisines will emphasize our atmosphere, our prestige-value, and our wide array of potential gifts. Sales to tourists depend on a highly-visible location, association with the quaint charm of our town, and promotional e

10、fforts in cooperation with other local businesses.MissionOur goal is to become a daily necessity for everyone living in White Rock, a place to enjoy delicious food, a place to dream of as you try to escape the daily stresses of life and just a comfortable place to meet your friends or to read a book

11、, all in one.Objectives Operate a successful restaurant in White Rock, employing one to two employees the first year. To obtain a minimum of 150 regular customers in White Rock the first year of operation. Achieve first year sales of $2,880,000. Maintain an average gross margin of 50 percent. Have 3

12、 chain stores of Midnight Tea restaurant within 3 years Gradually have chain stores overseas with ten years.Keys to Success Experienced Owners/Managers. Shuting Zhu and Baifan Li have a great number of knowledge of Fujian cuisines Product Quality. We sell only the finest food. Excellent Customer Ser

13、vice. Each customer will be treated aswould anhonored guest in our homes. Broad cross-seasonal offerings. In addition to meals, we offer iced teas, chocolates, snacks, cookies and gift baskets to cover seasonal variations in customer demand.1.0 Description and Ownership of Proposed Business Midnight

14、 Tea Restaurant, which is a tea restaurant located in 14909 Marine Dr, White Rock, British Columbia, and Vancouver, Canada. It is founded in May, 27th, 2014 by three young college students from Zhejiang International Studies University with the form of partnership. They are Shuting Zhu, Baifan Li an

15、d Zhe Chen, in the position of Chief Human Resource, Marketing Director and Chief Financial Officer repetitively in Midnight Tea Restaurant.On the one hand, tea restaurant have a long history and culture, which is popular at home and abroad. The market share increased year by year so the foreground

16、is very good. As we all known, tea restaurant culture has penetrated into peoples daily life and people have built the consumption habits to go to tea restaurant. On the other hand, Vancouver has a second major Chinatown in the North American, and the proportion of Chinese is increasingly larger. Be

17、sides, Vancouver has a high standard of living and the night life is rich and colorful. Although the tea restaurants are now spread throughout the world and extremely popular in many foreign cities, they were derived from Hong Kong, China in the early time. Therefore, the authentic dishes in tea res

18、taurant could not very commonly be tasted in foreign countries. Since the dishes in traditional tea restaurants are mainly Canton cuisine and Zhu and Li are both from Fujian province, China, which are familiar with Canton cuisine and Fujian cuisine. Thus, we plan to build up a tea restaurant focus o

19、n Canton cuisine and Fujian cuisine in Vancouver. Our produces are mainly focus on Cantonese and Fujian cuisine, and with some western-style foods. There are three meals to customer. At the weekday morning, there are kinds of traditional tea restaurant breakfast open in 8:00a.m.-10:00a.m., including

20、 Pineapple bun with butter, Beef tallow toast, Western toast, Tuna sandwich, Sandwich with ham and egg and so on .There are no lunch in our restaurant while we mainly focus on afternoon tea, providing lots of special deserts and beverage, which will open on 15:00p.m. We will open our restaurant unti

21、l midnight about 23:30 p.m., which is our special thing and people still can have some night snacks and drinking with their friends and families. While at the weekend, our restaurant will open from 15:00 p.m. until 1:00 a.m. Generally, our major consumer groups are people over age 18, which have the

22、 basic consumption ability. Except for the local customers, we are expecting to have more consumption from the visitors in tours.The guests do not have to give tips, but the menu prices will increased by about 18% and a corresponding increase in our employees wages. If the customers give tips volunt

23、ary, we will collect the money in a box in our restaurant as a charity donation.Our mission is to provide a unique and relaxing dining experience, similar to dining at home, to those Chinese who are far away from hometown and to those foreign people who seldom eat the authentic Canton and Fujian cui

24、sine. We aim to provide the best dining experience for our customers. Whether in stores, online or by phone, we offer a convenient service for all our customers however and whenever they choose to eat with us. We will strive to achieve this goal by:1. Providing menu items incorporation quality ingre

25、dients at reasonable price.2.We will be mindful of the well being of our customers and stafftreating each and everyone with dignity and respectjust like we would at our own home.Our objective is our business is booming in White Rock and then the whole Vancouver and establishes our brand to famous in

26、 the highways and byways in the Vancouver. According to the dates of our restaurants Break-even point, we hope we can recovery costs within the first 3 months, employ one to two employees, obtain a minimum of 150 regular customers in White Rock the first year of operation, achieve first year sales o

27、f $2,880,000 and have 3 chain stores of Midnight Tea restaurant within 3 years and gradually have chain stores overseas with ten years. In the future, we plan to expand our companys size and Channel of distribution. We plan to provide catering services for family reunions, weddings, birthday parties

28、 and other activities.2.0 Assessment of the Business Environment2.1 Economic EnvironmentThere is no doubt that the economy is restoring recently, in a result, more money people are having. Meanwhile, the tourism is becoming more and more popular, so a large number of people will go to White Rock to

29、have a holiday. Thus, we firmly believe that we can have good control over our company. Besides, it used to be now that economies are based on services not manufacturing. As a result, our restaurant will be very popular. Whats more, the salaries people gain is becoming more and more, which is causing that the living standards of people are lifting and the consumption level is higher. Of course, some people are keen to try some new things. Therefore, our restaurant is very suitab