完整版BusinessPlanforSweetCoffee毕业设计Word文件下载.docx
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完整版BusinessPlanforSweetCoffee毕业设计Word文件下载.docx
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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
BusinessPlanfor“SweetCoffee”
“甜心咖啡”商业策划书
XuHui
UndertheSupervisionof
ZhangJingqiu
June2013
Abstract
InthisBusinessplan,wewillopenaCoffeecalledSweetCoffee.ItislocatedinHuai’anCollegetownasawesternrestaurantforleisuretime.WiththedevelopmentofeconomyandincreaseofcollegestudentsinHuai’anarea,webelievethatourCoffeewill,sowedecidetomakethismarketingplantopromotethegrowthofourrestaurant.
Wewillanalyzetheenvironmentinordertodefinethetargetmarket.Tofindourpotentialconsumers,wemadeamarketresearchwhichisclearforustounderstand.Then,wewillmakeaSWOTanalysistofindtheproblemsandopportunitiesforourbusiness.ByanalyzingthetargetmarketandusingSWOTanalysis,wedrawabriefconclusionofthedevelopmentofourCoffeeshop.Then,wecomeupwiththesignificantmarketingmixstrategy,whichcanitsmoothlyandefficientlybymonitoringouroperation.
Westronglybelievethatourbusinesswillbeasuccess.Central,localgovernmentandcollegesupportcollegestudentstostarttheirownbusinesses,soourbusinessesmustcollegetown,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;
itfriendscultures;
manyChinesepeoplestyleoflife.
Withthedevelopmentofsociety,thepaceoflifeofpeoplecontinuetoaccelerate,studentslivingoncampusarenotonlyunderthepressurebroughtbylearning,butalsobearthepressurebroughtbythefutureemployment.Universitylifethedeepmind,moststudentsareeagertoarea.However,duetotheremotelocationandwinterandsummervacationsoperatingoff-season,andotherreasons,fewwell-knownWestern-stylefast-foodrestaurantscometoenterthemarket.SomeWesternrestaurantsareexpensive,sothatfewstudentswilleatinthem.
Weone.WiththegrowingdemandforitsproximitytotheHuai'
ancollegetowntobuildacoregroupofrepeatcustomers.Sweetwillofferitscustomersthebestpreparedcoffeeintheareathatwillbecomplimentedwithpastries,aswellasfreebooksthatitspatronscanreadtoenjoytheirvisit.
Thecompanywilloperatea200squaremetrescoffeebarwithinawalkingdistancefromHuai'
ancollegetown.Thecompanywilloperatea200squaremetrescoffeebarwithinawalkingdistancefromHuai'
ancollegetown.
1.2SweetCoffee
SweetCoffeewillfilltheblankofWesternfast-foodrestaurantsinHuai'
an.Itislocatedinthescenicandelegantuniversitytown.Therearedozensofcollegesanduniversitiesaroundit.Potentialmarketisvast.
Therestaurantownsofvirtualteammanagementandtraditionalmanagement.Therestaurantwillemploytheprofessionalchefsofwesternfoodandpurchaseadvancedmanufacturingequipment.
SweetcoffeewillbeknownalloverthewholecountryforthequalityandtasteofourtrademarkMochaItaliablend.Inthefuture,wewillslow-roastingourowncoffeebeans.Ourattentiontodetailevenextendstothetrainingofourcoffeeexperts,or“Baristas”astheyareknown,whomakeandservethecoffeeforyou.ThispassionforperfectioniswhatmakesSweetcoffeespecial.
NowyoucanexperiencetheultimateourbrandnewSweetcoffeestore.Aswellasagreatrangeofauthenticcoffeedrinks,delicioussandwichesandtemptingcakesandpastries,youcanalwaysbesureoffindingawarmwelcomethere.
1.2.1Philosophy
Sweetcoffeecafewillbeastar,itchooseavarietyofcoffeevarieties,andchoiceofdessertsfromdifferentcountries.Wealsoprepareaspecialdessertforcustomers,whodonoteatsugar.
1.2.2Mission
Sweetcoffeewillmakeitsbestefforttocreateauniqueplacewherecustomerscansocializewitheachotherinacomfortableandrelaxingenvironmentwhileenjoyingthebestbrewedcoffee
orespressoandpastriesintown.Wewillbeinthebusinessof,friendlycustomerservice,andproductsofconsistentlywhileprovidingstablereturntoitsshareholders.
1.2.3ServiceGuideline
“Qualityfirst,serviceupmost,Healthistheistomakeyouenjoyyourconsumption.Weofferourcustomerswithtop-qualityproductsandexcellentservice.
1.2.4OurGoal
Ourproductsareveryrichinspecies.Weexploretheconnotationofthecampusculture,businessculture,coffeeculture,aswellasdiningculture.WeexcellentopportunitybecausethenumberandsizeofUniversityCitylevel,andcontinuetoincreaseandexpand.OurcapitalrecoverycycleisrelativelyshortwhichwillItaliancoffeeofakindofchange,namelyonthepartialstrongcoffee,pourinthesteamfoamingmilk,atthistimethecolorofcoffeelikecappuccinomonkschurchoverlyingturbandarkbrowncoat,coffee,ofcoffee,blackcoffeeisbroughtaboutbythetasteofcoffeeoftheoriginalfeeling.Blackcoffeesetthecoffeebittersweetglycolacidmixedcharacteristics,itisoriginalandstraightforward,deepandintriguing.
Somedessert
Therearemanykindsofourdessert,theyareaffordable,andtherearelittlesugarinside.Weinsureitwillbetasteverywellanditisn’teasytogetfat.
1.2.6Functionofcoffee
Sweetcoffeeisdesignedtoprovidebetterandmorequalityservices,emphasizingthe"
FoodandHealth"
1.Coffeecontainscertainnutrients.CoffeecontainsniacinvitaminB,bakedbeanswith.Coffeecanpromotemetabolism,digestiveorganscanbeadjusted,constipation.Usecoffeepowderbathisawarmtherapy,thereisweightloss.
3.Coffeecanreducefatigue.Eliminatefatigue,wemustsupplementnutrition,restandsleep,promotemetabolism,andcoffeepreventgallstones.Forcaffeinatedcoffee,canstimulatethegallbladderandbileeasytoreducetheformationofcholesterolgallstones,thelatestHarvardUniversityresearchersfoundthatmenandtwotothreecupsofcoffeeadayare40percentlowerthantheprobability.
5.Coffeedrinkerspreventradiationdamage.Radiationdamage,especiallyelectricalradiation.Indiamicethisconclusioncanbeappliedto,dehumidification,promotebloodcirculation,eliminatebloodstasis,antispasmodiceffect.
7.Coffeeemotionalinfluence.Experimentalresultsshowthattheaveragepersononedayabsorb300milligrams(about3cupsofcoffee)ofcaffeineonaperson'
salertnessandmoodwillbringgoodresults.
Chapter2SWOTAnalysis
Sweetcoffeeneedtoknowcompetition'
stargetmarket,inordertoconfirmthedevelopmentdirection.Wealsoneedtoestablishsolidrelationshipwiththeircustomers,presentcustomersandpotentialcustomersincluded.Weneedtoanalyzetheadvantagesanddisadvantagesoftheircompetitors,soastoadoptsuitablemethodstocompetewiththesecompetitors.
2.1Strength
We,andastrongculturalatmosphereandarchitecturalstylewiththecharacteristicsofSouthoftheFiveRidgesanditisunique.AlsoOurproductsarerefinedanditnearthecollegetownsomoreconvenientforstudents.Ourinteriordesignandordinaryrestaurantsareverydifferent,itismoreinlinewithcontemporarypeople'
sideas,weensurethatourproductsaregenuinegoodsatafairprice,letyouspendthesamemoneyenjoythedifferenttreatment.
2.2Weakness
Thepriceisnot.Andtheradiationrangeisnotwide,itisdifficulttoattractforeignpopulation.Alsothereisfewertypesofproducts,ledtotheselectionofopportunities.Ourproductsandservicesislackofinnovation,andthesellingpopulationisnotveryconvenient.Wechoosetheopportunityisrelativelysmall.Butweonlystoresales,unlikesomechainstoressynchronousonlinesales,soforsomepeople,someinconvenient.
2.3Opportunity
Witheconomicdevelopment,people’slevelofconsumptionincreaseddemandsforimprovedmateriallife,sotheyarewillingtoenjoylife.Thecoffeeiselasticspaceandit'
sbasedoncoffee,supplementedbyavarietyofproducts.Ifwewanttoattractcrowdandattractstudentslovers,wemustensuretheculturalatmosphereandelegantenvironment.AndIfwestartedthebrand,youcanexpandtothesurroundinguniversities,andexpandmarket
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