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1、 咖啡屋的模拟经营策划方案(英文版报告)Marketing Plan for a Caf Student Number: H10001029 Name: Qian Zhengxin Job Description: Foreword, from 1to 4, and abstract.Student Number: H10001030 Name: Xu Shuai Job Description: From 5 to7.1Student Number: H10001031 Name: Dong Zheren Job Description: From 7.2 to 9 and PPT maki
2、ng AbstractIn this Marketing plan, we will open a caf called Sunny Caf. As a western restaurant for leisure time in Xianlin University City, we will build it in Dacheng. With the development of economy and increase of students in Xianlin area, we believe that our caf will have a great market opportu
3、nity. However, our caf 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 targeting market. To find our potential consumers, we made a marketing research which is clear fo
4、r us to understand. Then, we will SWOT analysis to find the problems and opportunities for our business. Marketing objective is also important, by analyzing the market, working on target market and using SWOT analysis, we draw a brief conclusion of the development of the caf. Then, we come up with t
5、he significant marketing strategy, which can build a macroscopical plan for marketing. Tactical marketing with marketing strategy can make our plan stronger; marketing mix strategies can help us. With all what we have done, we can implement our plan to make an experiment and control it. We make a fi
6、nancial analysis for our caf to run it smoothly and efficiently by monitoring our operation.We strongly believe that our business will be a success. Central, local and universities support college students start their own businesses, so our businesses can have a good commercial opportunity.Table of
7、ContentsForeword.11 Scenario Analysis11.1 Situation of the Environment.11.2 Neutral Environment21.3 The Competitive Environment.21.4 An Enterprise Environment.32 The Target Market.32.1 Market Analysis of the Status.32.2 The Development of the Industry Trend.32.3 Consumer Analysis.42.5 Media Analysis
8、.42.6 Market Research on the Students Eating in Restaurants.43 Problems and Opportunities and SWOT Analysis.63.1 Strength63.2 Weakness.63.3 Opportunity.63.4 Threats.64 Marketing Goals and Objectives.74.1 Introduction of the Cafs Services.74.2 Market Development Goals.85 Marketing Strategy.8 5.1 Busi
9、ness Background of a Caf.85.2 Business Philosophy of a Caf.85.3 Business Model of a Caf.85.4 Business Strategy of a Caf.95.5 Analysis of Strategic Issues.96 Tactical Marketing.96.1 Marketing Mix Strategies.96.2 Different Promotional Strategies for Two Major Consumer Groups.106.3 Financing107 Impleme
10、ntation and Control.117.1 Our Entrepreneurial Team.117.2 Organization and Structure Chart.117.3 Responsibilities and Resume of Core Management.127.4 The Plan of Implementation and Control for College Students Consumers.12 7.5 Issue the Earlier Stage Flyers and Coupons.137.6 Critical Risks and Proble
11、ms of Our Western Restaurant13 8 Financial Analysis.148.1 Capital Demand and Return.148.2 The Amount of Funding Needs.148.3 Rate of Return on Investment.148.4 Interest Distribution.148.5 The Exit of Members.159 Summary.159.1 We Have a Good Prospect.159.2 Our Future is Full of Hardships.150Marketing
12、Plan for a CafForewordChina is one of the worlds four ancient civilizations; it has a long history and culture, especially the Chinese food culture. Chinese peoples 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 livi
