business-plan-for-“sweet-coffee”--大学毕业论文.doc

编号 淮安信息职业技术学院 毕业论文 题 目 Business Plan for “Sweet Coffee”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】 二一二年六月学号：57011107 Business Plan for “Sweet Coffee”“甜心咖啡”商业策划书Xu HuiUnder the Supervision of Zhang JingqiuJune 2013AbstractAbstractIn this Business plan, we will open a Coffee called Sweet Coffee. It is located in Huaian College town as a western restaurant for leisure time. With the development of economy and increase of college students in Huaian area, we believe that our Coffee will have a great market opportunity. However, our Coffee will face a continued market competition, so we decide to make this marketing plan to promote the growth of our restaurant. We will analyze the environment in order to define the target market. To find our potential consumers, we made a market research which is clear for us to understand. Then, we will make a SWOT analysis to find the problems and opportunities for our business. By analyzing the target market and using SWOT analysis, we draw a brief conclusion of the development of our Coffee shop. Then, we come up with the significant marketing mix strategy, which can help me better operate this coffee shop. And we make a financial analysis for our Coffee to run it smoothly and efficiently by monitoring our operation.We strongly believe that our business will be a success. Central, local government and college support college students to start their own businesses, so our businesses must have a good commercial opportunity.Key words: Huai'an college town ,potential consumers, marketing strategyI摘 要 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ContentsAbstractI摘 要IIChapter 1 Introduction11.1 Background11.2 Sweet Coffee11.2.1 Philosophy21.2.2 Mission21.2.3 Service Guideline21.2.4 Our Goal21.2.5 Our product21.2.6 Function of coffee3Chapter 2 SWOT Analysis52.1 Strength52.2 Weakness52.3 Opportunity52.4 Threat6Chapter 3 Marketing Strategy73.1Strategy types73.1.1Development Strategy73.1.3Product Strategy73.1.4Sales Strategy83.1.5Service Strategy83.2 Analysis of Strategic Issues83.2.1 High-End or Low-End?8Chapter 4 Market Analysis and Positioning104.1 The Market Analysis104.2 Economic analysis104.3 Consumer analysis 114.4 Cafe Marketing Mix Strategies11Chapter 5 Implementation and control135.1 Our Entrepreneurial Team135.2Responsibilities and Resume of Core Management135.2.1General Manager and Executive Director135.2.2 Administrative Manager135.2.3Marketing Executive135.3 The Plan of Implementation and Control for College Students Consumers 5.3.1 The Pre-publicity Strategies and Objectives14Acknowledgments15Chapter 6 Conclusion16Bibliography17Chapter 1 Huaian College of Information TechnologyChapter 1 Introduction1.1 BackgroundChina is one of the world's four ancient civilizations; it has a long history and culture, especially the Chinese food culture. Chinese people's eating habits are different from those of other countries; both eating and drinking are very particular. Many foreign friends have this quite interested. Today, China is constantly subject to the impact of foreign cultures; many Chinese people have become accustomed to western style of life.With the development of society, the pace of life of people continue to accelerate, students living on campus are not only under the pressure brought by learning, but also bear the pressure brought by the future employment. University life has become abnormal monotonous and simple, therefore in the deep mind, most students are eager to have a suitable leisure and relaxation area.However, due to the remote location and winter and summer vacations operating off-season, and other reasons, few well-known Western-style fast-food restaurants come to enter the market. Some Western restaurants are expensive, so that few students will eat in them.We have decided with the price advantage and quality services, the traditional business and e-commerce management mode to first enter this market and build our new restaurant: Sweet Coffee.Sweet coffee bar is determined to become a daily necessity for coffee addicts, 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, all in one. With the growing demand for high-quality gourmet coffee and great service, Sweet will capitalize on its proximity to the Huai'an college town to build a core group of repeat customers. Sweet will offer its customers the best prepared coffee in the area that will be complimented with pastries, as well as free books that its patrons can read to enjoy their visit.The company will operate a 200 square metres coffee bar within a walking distance from Huai'an college town. The company will operate a 200square metres coffee bar within a walking distance from Huai'an college town. 1.2 Sweet CoffeeSweet Coffee will fill the blank of Western fast-food restaurants in Huai'an. It is located in the scenic and elegant university town. There are dozens of colleges and universities around it. Potential market is vast.The restaurant owns high-quality management personnel and advanced management mode - the combination of virtual team management and traditional management. The restaurant will employ the professional chefs of western food and purchase advanced manufacturing equipment.Sweet coffee will be known all over the whole country for the quality and taste of our trademark Mocha Italia blend. In the future, we will slow-roasting our own coffee beans. Our attention to detail even extends to the training of our coffee experts, or “Baristas” as they are known,who make and serve the coffee for you. This passion for perfection is what makes Sweet coffee special.Now you can experience the ultimate handcrafted coffee for yourself in our brand new Sweet coffee store. As well as a great range of authentic coffee drinks, delicious sandwiches and tempting cakes and pastries, you can always be sure of finding a warm welcome there.1.2.1 PhilosophySweet coffee cafe will be a star, it has a comfortable leisure environment. you can choose a variety of coffee varieties, and choice of desserts from different countries. We also prepare a special dessert for customers ,who do not eat sugar .1.2.2 MissionSweet coffee will make its best effort to create a unique place where customers can socialize with each other in a comfortable and relaxing environment while enjoying the best brewed coffee or espresso and pastries in town. We will be in the business of helping our customers to relieve their daily stresses by providing piece of mind through great atmosphere convenient location, friendly customer service, and products of consistently high quality. Sweet coffee will invest its profits to increase the employee satisfaction while providing stable return to its shareholders.1.2.3 Service Guideline“ Quality first, service upmost,Health is the highest,”s the service guideline that our company keeps always.Our mission is to make you enjoy your consumption.We offer our customers with top-quality products and excellent service.1.2.4 Our Goal Our products are very rich in species. We explore the connotation of the campus culture, business culture, coffee culture, as well as dining culture. We have an excellent opportunity because the number and size of University City have reached a certain level, and continue to increase and expand. Our capital recovery cycle is relatively short which will help us to re-investment.1.2.5 Our productCappuccinoCappuccino is an Italian coffee of a kind of change, namely on the partial strong coffee, pour in the steam foaming milk, at this time the color of coffee like cappuccino monks church overlying turban dark brown coat, coffee, hence the name.Black coffeeBlack coffee is without any modification of coffee, black coffee is brought about by the taste of coffee of the original feeling. Black coffee set the coffee bitter sweet glycol acid mixed characteristics, it is original and straightforward, deep and intriguing.Some dessertThere are many kinds of our dessert, they are affordable, and there are little sugar inside. We insure it will be taste very well and it isnt easy to get fat.1.2.6 Function of coffeeSweet coffee is designed to provide better and more quality services, emphasizing the "Food and Health"1 . Coffee contains certain nutrients. Coffee contains niacin vitamin B, baked beans with higher levels . And a free fatty acid , caffeine , tannic acid.2 . Coffee is good for the skin . Coffee can promote metabolism, digestive organs can be adjusted , has a great influence on constipation . Use coffee powder bath is a warm therapy, there is weight loss.3 . Coffee can reduce fatigue. Eliminate fatigue , we must supplement nutrition, rest and sleep , promote metabolism, and coffee has these features.4 . One day three cups of coffee can prevent gallstones . For caffeinated coffee , can stimulate the gallbladder and bile easy to reduce the formation of cholesterol gallstones , the latest Harvard University researchers found that men and two to three cups of coffee a day are 40 percent lower than the probability .5 . Coffee drinkers prevent radiation damage . Radiation damage , especially electrical radiation has become a more prominent kind of pollution . India has atomic researchers on mice this conclusion can be applied to humans.6 . The health effects of coffee . Coffee has antioxidant, protects the heart , strong bones and muscles , weak and appetizing foods that promote negative Cellulite obsession , dehumidification, promote blood circulation, eliminate blood stasis, antispasmodic effect.7 . Coffee emotional influence. Experimental results show that the average person one day absorb 300 milligrams ( about 3 cups of coffee ) of caffeine on a person's alertness and mood will bring good results.17Chapter 2 SWOT Analysis Chapter 2 SWOT Analysis Sweet coffee need to know competition's target market, in order to confirm the development direction. We also need to establish solid relationship with their customers, present customers and potential customers included. We need to analyze the advantages and disadvantages of their competitors, so as to adopt suitable methods to compete with these competitors.2.1 Strength We have favorable terrain ,and a strong cultural atmosphere and architectural style with the characteristics of South of the Five Ridges and it is unique.Also Our products are refined and it has a high quality.We have humanized management professional services.And we have elegant environment ,and private rooms. Because of our location near the college town so more convenient for students. Our interior design and ordinary restaurants are very different,it is more in line with contemporary people's ideas,we ensure that our products are genuine goods at a fair price, let you spend the same money enjoy the different treatment.2.2 WeaknessThe price is not high, the price of coffee is not suitable for the general population.And the radiation range is not wide, it is difficult to attract foreign population.Also there is fewer types of products, led to the selection of opportunities.Our products and services is lack of innovation,and the selling has form single.Maybe the service attitude needs to be improved.Last the local coffee culture atmosphere is not strong.As compared to other types of beverages, coffee costs are relatively high, so the price is high, some people to bear.And our shop is around the university area , so the foreign population is not very convenient.We have just started, so less products, you can choose the opportunity is relatively small. But we only store sales, unlike some chain stores have been synchronous online sales, so for some people, some inconvenient.2.3 Opportunity With economic development, peoples level of consumption increased demands for improved material life, so they are willing to enjoy life.The coffee is elastic space and it's based on coffee, supplemented by a variety of products.If we want to attract high consumption crowd and attract students lovers ,we must ensure the cultural atmosphere and elegant environment.And If we started the brand, you can expand to the surrounding universities, and expand market share.Now the people's living standard improving, so the consumption level has improved, people pursue spiritual consumption.The coffee shop in a wide range of products, more is the main and auxiliary products, to meet the tastes of different people. Elegant, quiet environment can attract more couples, if our brand can get consumer recognition, we will expand the market share.2.4 ThreatThe market share is low, so we have no chain store .At the same time by the surrounding tea and other drinks coffee substitute store sales preemption.But the Chinese are not fully able to adapt to Western diet, so we will mainly to Chinese meal, coffee and dessert is only people's leisure time to eat.Because we just started operation, market share is very small, there are many milk tea shop in college town so our product is very competitive, but China has not fully adapted to Western tastes.Chapter 3 Marketing StrategyChapter 3 Marketing StrategySweet Coffee will fill the blank of Western fast-food restaurants in Huai'an. It is located in the scenic and elegant university town. There are dozens of colleges and universities around it. Potential market is vast. The restaurant owns high-quality management personnel and advanced management mode - the combination of virtual team management and traditional management. The restaurant will employ the professional chefs of western food and purchase advanced manufacturing equipment. The restaurant mainly engages in selling coffee, soft drinks, Western-style fast food including bread, cakes, chocolates etc. The main object is the teachers and students of the college town enterprises and employees of the Huai'an industrial park, visitors of the tourist attractions in Huai'an, residents of Huai'an.3.1Strategy types3.1.1Development Strategy Based on the outside market, continuous development and taking