1、 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：57011107Business Plan for “Sweet Coffee”“甜心咖啡”商业策划书Xu HuiUnder the Supervision ofZhang JingqiuJune 2013AbstractAbstractIn this Business plan, we will open a C
2、offee 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
3、 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
4、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
5、 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 opp
6、ortunity.Key words: Huaian college town ,potential consumers, marketing strategy摘 要 I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
7、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ContentsIIContentsAbstract .I摘 要 .IIChapter 1 Introduction.11.1 Background .11.2 Sweet Coffee .11.2.1 Ph
8、ilosophy.21.2.2 Mission.21.2.3 Service Guideline.21.2.4 Our Goal.21.2.5 Our product .21.2.6 Function of coffee .3Chapter 2 SWOT Analysis .52.1 Strength .52.2 Weakness .52.3 Opportunity .52.4 Threat .6Chapter 3 Marketing Strategy.73.1Strategy types.73.1.1Development Strategy.73.1.3Product Strategy.73
9、.1.4Sales Strategy.83.1.5Service Strategy .83.2 Analysis of Strategic Issues .83.2.1 High-End or Low-End?.8Chapter 4 Market Analysis and Positioning.104.1 The Market Analysis.104.2 Economic analysis.104.3 Consumer analysis .114.4 Cafe Marketing Mix Strategies .11Chapter 5 Implementation and control
10、.135.1 Our Entrepreneurial Team .135.2Responsibilities and Resume of Core Management .135.2.1General Manager and Executive Director.135.2.2 Administrative Manager .135.2.3Marketing Executive .135.3 The Plan of Implementation and Control for College Students Consumers 5.3.1 The Pre-publicity Strategi
11、es and Objectives .14Acknowledgments .15摘 要 Chapter 6 Conclusion .16Bibliography .17Chapter 1 Huaian College of Information Technology1Chapter 1 Introduction1.1 BackgroundChina is one of the worlds four ancient civilizations; it has a long history and culture, especially the Chinese food culture. Ch
12、inese 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
13、 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 i
14、n 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 a
15、re 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
16、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 Huaian col
17、lege 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 walk
18、ing distance from Huaian college town. The company will operate a 200square metres coffee bar within a walking distance from Huaian college town. 1.2 Sweet CoffeeSweet Coffee will fill the blank of Western fast-food restaurants in Huaian. It is located in the scenic and elegant university town. Ther
19、e 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
20、and purchase advanced manufacturing equipment.Huaian College of Information Technology2Sweet 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
21、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 ran
22、ge 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
23、 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
24、 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 t
25、o 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
26、-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 productCappuccino
