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1、A&K coffee shopbusiness planBUSINESS PLAN OF Business name: A&K coffee shopAddress: Baoding Hebe ProvinceMain contact: Abigail Position: project managerTelephone number: 15032283933e-mail: 班级 商务外语系本科英语C班 学号 20111711045号 姓名 刘燕 CONTENT Executive summary . Industry introduction . Market analysis . 0per
2、ation principle Marketing strategy . Products . Pricing . Promotion. Advertisement . . Newspaper . . Broadcasts. . Internet . Personal selling. Sales promotion. word of mouth Human resources management. Staffing. The main responsibilities Financing SWOT analysis Executive summary . Industry introduc
3、tionCoffeeone of the first three drinks in the world, has become a popular trend and drinking coffee becomes a kind of culture, a kind of lifestyle at the same time. The value of coffee is that it can provide consumers with spiritual enjoyment in a high level.Coffee originated in western countries,
4、is indeed a very ordinary name in china and also has a very profound influence in china. The speed of its development is extremely high, having reached an unprecedented peak. Coffee shop is turning into an important place where people can have face-to-face communication and relax themselves. . Marke
5、t analysis As coffee becomes more and more popular, universities become one of the important places in the coffee culture as well.Universities are crowded places where people have a high cultural quality .The people had approached a lot of thoughts and lifestyles from western countries so it is easy
6、 for them to accept new things. Besides, they have the strong desire to pursue a higher-quality life. We even can take the advantage that we have a lot of students to do part-time job, which can decrease the cost of our operation. Whats more, the establishments of the university coffee shop not only
7、 will rich the life of teachers and students but also there is a huge potential for the operator .Therefore, there should be a very large development space.From the above, we decide to open an unique coffee shop in our college. 0peration principle: “CHAMPS” PlanC cleanliness: keep our coffee shop cl
8、eanH hospitality：provide friendly receptionA accuracy: assure precise supplementsM maintenance: maintain the equipment perfectP product quality: provide high-quality productsS speed: provide clipper service Marketing strategy . ProductsIn reality, only two kinds of beans are available commercially:
9、Arabica and Robusta.The products we sell include . . high-quality hot drinks : Cappuccino、Caf Latte、Espresso 、 American Coffee ,tea ,orange ,etc. . high-quality cold drinks: Espresso Ice Cream、Espresso Float、Cacao、Viennese Caf、Espresso Con Panda etc. . delicious story: various pizza, sandwiches etc.
10、 . a series of sweetmeats: salad ,cakes ,ice cream etc. . PricingWe will price our products after doing some market research and combining the cost of our own coffee shop. Promotion:. . Price promotion : Refills only half the price . . . offer discounts on further drinks . . . lower the size of coff
11、ee cups. Advertisement :. . Newspaper: Make some review on the newspaper of our university to make more students and teachers know our coffee shop. . Broadcasts :Make use of the broadcast to remind customers of some promotion activities. . Internet: In this way, we can provide on-line ordering servi
12、ces. . Outdoor advertising:Send out advertising leafletSigns and promotion boards outsideMake some color pages and put them on the table. Personal selling:We can employ some students in our university to make personal selling .The sales representatives will be trained before they help prospective cu
13、stomers satisfy their needs and wants through face-to-face communication. Sales promotion:Time based special offers. word of mouth :. . hold a writing contest or some activities to make more people know our coffee shop.The name can be: coffee and life . . the ways to make good word of mouth . . . Pl
14、ay some light music ,such as childhood memory, snow dreams . Make some special decorations and provide original services on some festivalE.g. Valentines Day Decorations: Decorate shop with roses and colored balloons to make a quiet and romantic environmentSpecial services: Offer candlelight dinner for couples Human resources management. Staffing There will be 8 people, including 1 manager, 2 waiters, 2 cashier and 3 cleaners. Their relationship will like this chart.
