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L&A Mind

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L&A Mind

    Develop and Implement a

    Business Plan

    SITXMGT004C

    Assessment task

    Student Name ______ALLEN_______ Student ID CCH0709009

     Email address allen88325@yahoo.com.cn

    Lecturer GLEN

    Date ___ 2010/1/11_______

DIRECTORY DIRECTORY DIRECTORY

    Develop and Implement a Business Plan ........................................................................................................ 1 Summary: ...................................................................................................................................................... 4 Background ................................................................................................................................................... 4 1. Macro-analysis .............................................................................................................. 4 2. Restaurant itself (SWOT analysis) ............................................................................... 5 3. Competitors .................................................................................................................. 6 4. Consumer groups .......................................................................................................... 6 5. Available media analysis................................................................................................ 7 Marketing Strategy ........................................................................................................................................ 7 1.The marketing program objective .................................................................................. 7 2. Self-positioning strategy................................................................................................ 7 According to different consumer groups, we have developed a different marketing strategy: 8

    Haytt hotel rooms within the household ........................................................................................ 8

    Haytt Hotel, enterprises and institutions around the white-collar workers ..................................... 9

    Nearby mountains University students in various colleges and universities, teachers ..................... 9 4. Three consumer groups Common Strategy .................................................................. 11

    ? Morning tea, Afternoon tea ............................................................................................................ 11

    ? Build membership points system .................................................................................................... 11

    Recommendation: ................................................................................................................................ 12

    Another Note: ...................................................................................................................................... 12 Marketing strategy analysis of the implementation phase of the program ...................................................... 13 ? Pre-publicity strategy and objectives of the specific implementation strategy: ............ 13 ? The medium-term promotional strategies and objectives of the specific implementation strategy: 14 ? Concrete implementation of the publicity strategy: .................................................... 14 ?The latter part of the publicity strategy and objectives of the specific implementation strategy: 14 ? Holiday-specific promotional strategy: ...................................................................... 15 The new surface decoration door.................................................................................................................. 15 The media campaign strategies .................................................................................................................... 15

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    Human Resources Management ................................................................................................................... 16 Management .................................................................................................................. 16 Orgnisation chart ............................................................................................................ 16 Personal Plan .................................................................................................................. 16 Recruitment and training ................................................................................................ 18 Motivation and performance management..................................................................... 18 Operational Plans ........................................................................................................................................ 19 Restaurant fire fighting and emergency evacuation plans ............................................... 19 Financial Plan .............................................................................................................................................. 20 1. Important Assumptions ............................................................................................... 20 2. Break-even Analysis ................................................................................................... 20 3. Projected Profit and Loss ............................................................................................ 21 4. Projected Cash Flow ................................................................................................... 23 5. Projected Balance Sheet .............................................................................................. 24 6. Business Ratios ........................................................................................................... 25 7. Exit Strategy ............................................................................................................... 26 Sample Menus ............................................................................................................................................. 26 Appendix ..................................................................................................................................................... 30 Sales Forecast ................................................................................................................. 30 General Assumptions ...................................................................................................... 31 Pro Forma Profit and Loss ............................................................................................... 31 Pro Forma Balance Sheet ................................................................................................ 32 Pro Forma Cash Flow .................................................................................................... 32

    Customer Survey............................................................................................................. 34

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    L?A Mind? L?A Mind?L?A Mind?

     Restaurant & Café Bar Planning Restaurant & Café Bar Planning Restaurant & Café Bar Planning

    Summary:

    With the further development of economy and culture, coffee consumption as a leisure time, more

    and more upper middle-class of all ages. Chengdu, the coffee market to open up later, but developing

    rapidly. LA Mind restaurant located at No.123 of Chunxi Raod, Jinjiang Direction, Chengdu,

    Sichuan. Regardless of their own strength, or geographic location, coffee, restaurant has certain

    competitive advantages, but the operating result was unsatisfactory. Pursuit of its two main crux of

    the problem, first, in itself is not standardized and positioning is not clear, the second is a peripheral

    market development efforts is not enough, failed to take effective marketing strategies. In this regard,

    we will have the LA Mind restaurant itself and the surrounding environment to conduct a comprehensive analysis of the different times, in different consumer groups to formulate appropriate

    marketing strategies in order to target consumer groups within the short-term awareness of the

    operating performance has improved remarkably, and gradually the consumer groups to establish

    their own brand image, consumer groups, cultivate brand loyalty.

Background

    1. Macro-analysis

    A. Geography Environment: As a provincial capital of Chengdu city, has a special position in the market. Is the political, economic and cultural center of Sichuan Province, there is a good economic base and cultural heritage.

    The city there are many well-known enterprises, foreign companies are more white-collar workers formed a certain

    scale consumer groups.

    B. Population structure: Chengdu City resident non-agricultural population of 260 million people, mobile population, large quantities, and Jinan, the city has more than 20 colleges and universities, the student a larger

    proportion of the total population.

    C. The traffic situation: Chengdu is the Baoji-Chengdu, Chengdu-Kunming, Chengdu-Chongqing, and reached and future Shanghai-Wuhan-Chengdu, Cheng Lan, Cheng-gui, Chuan-Qing, Sichuan-Tibet railway lines,

    etc., into the cotton music, into the West, Chengyu intercity rail intersection point is our country important railway

    transportation hub and one of the six railway passenger transport center, Chengdu in southwest North Marshalling

    Station is the largest railway marshalling yard.

    Chengdu is a 108 (Beijing - Kunming), 213 (Lanzhou - Mohan, Yunnan), 317 (Chengdu - Nagqu), 318 (Shanghai,

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China - Tibet Friendship Bridge), 319 (Xiamen - Chengdu), 321 (Guangzhou - Chengdu) and other national

    highway in intersection. It is the end of 2007 the city's highway mileage of up to 20.1 thousand kilometers, of

    which 437 kilometers expressway. The city has 840,000 cars, of which private ownership of 681,000, ranking the

    country third.

    Chengdu Shuangliu International Airport is one of China's six major aviation hub, opened to international and

    domestic routes of more than 140 routes, total length of 160,000 kilometers, the transport capacity of 900 million

    ton-km, shipping more than 50 domestic and international cities. Also are Air China Southwest, Sichuan Airlines

    and United Eagle Airlines and other airlines base airport.

    2007 full year operation of passenger turnover of 75.31 billion person-kilometers. 38.21 billion person-kilometers,

    which rail; Road, 12.29 billion person-kilometers; CAD 24.81 billion person-kilometers. Annual operating turnover

    of 132.59 billion ton-km of cargo. Of which 125.53 billion ton-km railway transport; 6.54 billion ton-km of road

    transport; air transport 520 million ton-km.

    "Chengdu urban rapid rail transit construction plan" was August 9, 2005 by State Council for approval. November

    21, the National Development and Reform Commission formally approved the wording of Chengdu Metro Line 1,

    a project under construction, December 28 started a grand ceremony on the 1st line of a project at the South Third

    Ring Road Station, which marks the Chengdu Metro 1 phase of the project report from the project into the

    construction phase of the construction. Has started construction of Metro Line 1, Line 1 project length of 15.99

    kilometers, project total investment of 6.987 billion yuan, May 28, 2009, Chengdu Metro Line Completed, August

    3, Chengdu Metro in the first column locomotive arrived in Chengdu, Chengdu Corporation officially announced,

    Chengdu subway line will be officially opened in October next year trial operation, Metro Line 2 is also tight

    construction.

    D. Average income and expenditure components: the urban area of Chengdu City, the city's total number of enterprises and employees in the total number of employees in urban units than significant, per capita income of

    workers is evident in the upward trend in consumer spending power base increased.

    E. Consumer psychology and preferences: Chengdu people's spending habits have a strong plasticity, whatever the form of Advertising, as long as logical to say, we will be recognized. Consumption, and pay attention

    to benefits.

    F. Dietary habits: People for the rather vague concept of the coffee and western food consumption habits are

    not highlighted.

    2. Restaurant itself (SWOT analysis)

    S (Strength) Advantages ? yet to set up a good brand image. ? Located within a relatively fixed client base. ? weak sense of service. ? quiet and elegant, and convenient transportation, ? menu did not feature variety, taste to be improved. parking convenience. ? publicity for itself, not in place, visibility is not ? is located in a busy section of road by 10, enough. surrounded by enterprises and institutions and more ? star hotels to the target consumer group set a large groups of potential customers. psychological barrier. ? Back to Sichuan University, Sichuan Conservatory ? Relying on four-star hotel and Shopping Mall, of Music, Chengdu University of Electronic Science high-end positioning. and Technology for the axis of university groups, teachers, student groups, a large base. W (Weakness) Disadvantage O (Opportunity) The opportunity to

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    ? At present all kinds of Chengdu City, brands, ? potential customer base continued to grow.

    ? target consumer group to guide the strong. upscale restaurant and lounge coffee relatively large

    ? Hotel rooms households and customers shopping number of the competition.

    ? Early brand in the consumer base has become quite during the Chunxi Road are a group of consumers in

    large quantities, high consumption, the most popular, such as the oldest one of the Good Wood Cafe,

    development potential and value. the most upscale is the Renhe Spring Coffee.

    ? At present the restaurant's target consumer group is

    T (Threat) Threat not mature, and spending habits need to guide

    3. Competitors

    At present there are about 60 coffees in Chengdu City, the construction area of 100 square meters of the coffee

    shop.

    Major competitors and its advantages are:

    A. UCC coffee - a little distance away, but the visibility, reputation high.

    B. Brazilian barbecue, Good Wood coffee, famous Code of coffee, business lounge - the distance, the most direct

    competitor.

    C. Around the catering units - are homogeneous class competitors, it is more close to the consumer's spending

    habits.

    4. Consumer groups

    By 100, Chengdu residents, conduct a full public investigation, found that 80% of that occasionally go to cafe

    consumption, 17% had never visited, often go only 3%. Of which 43% of the people like the environment inside

    and 30% of the people in order to refreshing relaxation, the other is inside, because he liked the music, killing time,

    tasting and so on. According to the LA Mind restaurant coffee bar in the actual situation, the following are three

    major consumer groups for its analysis:

    A. Haytt hotel rooms within the household

    ? Groups of features: High income, high mobility, but the hotel stays at a high probability of repetition, easy to

    nearby consumption, and stay strong during the recreational needs.

    ? Consumer Motivation: Entertainment, discussions, meets up with friends.

    ? Consumer psychology: Elegant and comfortable, with style and convenience, but not arbitrarily, stress quality

    of service.

    ? Income levels: in the higher income group.

    B. Haytt Hotel, enterprises and institutions around the white-collar workers

    ?Groups of characteristics: fixed, a higher income than a fixed consumption habits away from the coffee shop

    near the LA Mind, social activities and more.

    ?Consumer Motivation: Entertainment, couples dating, meeting friends, dining, business communication.

    ?Consumer psychology: relax place, quiet elegance, has a special atmosphere.

    ?Income levels: in the high-consumption model.

    C. The nearby University students in various colleges and universities, teachers

    ? groups of characteristics:

    Students - base, not have their own source of income, but there are some spending power; young, fashion, full of

    passion, the courage to accept new things; the season of love, feeling rich, about face-saving, more leisure time,

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meet up with friends more.

    Teachers - with a high cultural enrichment, there is a certain economic viability.

    ? Consumer Motivation: couples dating, meet up with friends, leisure and entertainment ? Consumer psychology: the pursuit of warm elegance, taste and psychological feeling-oriented, student consumption, the pursuit of fresh, sensual consumption.

    ? Consumption levels: in the low-level consumption.

    5. Available media analysis

    A. Leaflets, brochures - the campus distribution, commercial office building elevator, Haytt hotel lobbies,

    rooms and the LA Mind coffee shop

    Advantages: convenient, timely, its lead is strong, and low cost.

    Disadvantages: easily discarded, circulation rate is low, so the design quality and price in the printing trade-off between the costs.

    B. Billboard advertisement near the hotel

    Advantages: low cost, strong visual impact, concern is high.

    Disadvantages: location fixed, carry less information, the scope of the audience there are limitations. C. The elevator TV

    Benefits: arrival rate, frequency is high, memorizing the high rate of low cost, dynamic video, audio and video, and Mao, a vivid culture of the audience the higher level of higher income, consumption, and greater ability to demonstrate a long time, interference low to meet the new product, brand promotion needs; delivery of new products to market information, product promotions, close strong, lift the media directly to the target audience. Disadvantages: relatively fixed audiences, facing the audience are white-collar clan.

    D. With a discount card or voucher leaflets

    Benefits: conform to the target audience of consumer psychology, effective development of new customers, increase customer traffic and keep them coming back.

    Disadvantages: increased operating costs, a response rate uncertainty.

    E. Elite Magazine

    Benefits: Printing high quality, illustrated, can be long-term preservation, targeted, the arrival rate, and circulation rate.

    Disadvantages: high cost, publishing a long cycle.

    Marketing Strategy

    1.The marketing program objective

    The main objective of planning a comprehensive analysis of the LA Mind coffee in the restaurant on the basis of

    internal and external environment, the cafe to conduct overall planning in order to raise brand awareness and reputation, and further development of potential customers and maintain old customers, is also a restaurant to enhance the quality of products and services and increase efficiency.

    2. Self-positioning strategy

    Within the local business district in order to high-end business and leisure-based leading branded coffee shop,

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business communication, or emotional communication style places. In view of the restaurant is located in Haytt

    Hotel, nearby Universities, from the geographical environment, "LA Mind", "Haytt" and other considerations, the

    proposed restaurant will reflect the rich cultural identity.

    Specific strategies are:

    ? The appropriate place in a restaurant to place a tone consistent with the restaurant decorated bookshelves.

    ? In the coffee cup or other food utensils add a charming little labels bearing the interesting philosophical or short

    statements and poetry.

    ? Embody elegant, it is recommended restaurant play / played light music, adjust the atmosphere.

    According to different consumer groups, we have developed a

    different marketing strategy:

    Haytt hotel rooms within the household

    ? In the Haytt hotel lobby cafe restaurant set up promotional color pages

    Objective: To just stay in the minds of customers leaving the potential impression that there is a demand in their

    unconscious mind will be a coffee shop.

    Style Size: Length ____ Width ____ back to formwork support, design aesthetics, the shape is not limited to

    rectangular, it can be color pages contained in the outline of the elements. Design style should be consistent with

    Haytt Hotel star-background.

    Contents: Introduction coffee service concept, as well as catering products, food products listed in the picture must

    have a colorful and visual impact, causing the audience's appetite.

    ? In the hotel rooms within a one-page propaganda

    Positioned: in the hotel rooms TV set and next to the round-table, hand-washing stations and bedside cabinets, etc.

    most likely to cause consumers to pay attention placed to promote color pages.

    Color Pages specifications: design legislation three-dimensional propaganda pages, one easy place, in line with the

    identity Haytt Hotel; 2 is a long-term re-use, efficient to save investment costs. Color page size a hotel brochure

    with the same size, two of its own place, the size of larger, depending on the style may be.

    Content: promotional coffee shop service concept and characteristics of a new push on the seasonal coffee drinks

    are introduced.

    ? Membership Card system

    See below for the specific situation common strategy.

    ? If produce proof of stay, restaurants, discount consumer first, second, presented with the "LA Mind restaurant

    & coffee" or "LA Mind," the word fine lighters and other items as souvenirs, but the amount of spending on other items with the gift to ensure the restaurant income.

    ? provide recreational and other types of titles.

    Objective: To consider the consumer groups, met with guests with disabilities to wait, you can freely look at

    magazines, so that consumer groups feel the coffee shop and meticulous service.

    Bibliographic Content: Introduction of Western food culture, the world's geographical and cultural knowledge,

    entertainment, as well as part of the magazine business information etc.

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    Haytt Hotel, enterprises and institutions around the white-collar

    workers

    ? Release brochure

    Objective: To promote coffee brands, so that white-collar workers to the coffee shop near the new awareness, in

    their eyes firmly set their own image, and thus bring more benefits.

    Style Specifications: Haytt reference to the size of the hotel's brochure.

    Content: The quiet elegance of the main theme, to the commercial white-collar workers to pass the LA Mind

    coffee shop for business negotiations, the concept of physical and mental relaxation.

    ? Magazines and elevator in the elite media (print and television) ads

    Objective: effective use of white-collar workers most closely associated with the business of media in all target

    audiences, to remind this part of the consumers.

    ? Membership card system

    See below for the specific situation common strategy---General strategic card points system.

    ? Chess room for customers, proposed the publication of part of the playing cards

    Contents: 54 playing cards printed on the restaurant boss, smiling attendants and a variety of food products

    pictures.

    Style: positive content of the above mentioned as the main contents of the opposite to be decorated or deformation,

    "LA Mind" word as the background.

    Style: Yan instead of demons, light and rather elegant.

    Exceed a certain standard of consumption presented with the "LA Mind restaurant & coffee " or "LA Mind," the

    word elegant mobile phone chain souvenir.

    ? special holiday-specific professional customers a discount or gift card discount coupons or tokens, such as

    Nurses for doctors engage in promotions.

    Nearby mountains University students in various colleges and

    universities, teachers

    LA Mind restaurant & coffee near the number of college students really impressive, but the target consumer

    should be mainly couples and a few friends to meet.

    ? Continuing strategy: part-time weekend gift package discounts

    Issued leaflets:

    Objective: To promote coffee brands, coffee shops the students deepen their awareness of the increasing desire to

    buy.

    Style Specifications: Content: The popularity of fashion as the main theme mainly reflected in the colors and text

    descriptions, in the students establish a cup of coffee pop, fashion concept.

    Give away coupons:

    Objective: To increase students’ attention, within a short time, in the visual and inspire students to purchase price

    on the desire to increase traffic.

    Style Specifications: Content: to promote the coffee shop features special packages, or food-based, visual image

    selected prominent, easy to attract students of the course with mainly touched on in the visual and price target

    audience.

    Sponsorship or naming campus activities:

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Objective: To further deepen the coffee brand, establish coffee shop brand awareness.

    Style Specifications: Content: To the organizers, etc. to sponsor students to dance, or readings and other student groups, activities in order to gift awards cases mainly in the award which can be set to the coffee shop consumer vouchers, you can promote a coffee shop on the one hand, on the other hand narrow the distance with the students to eliminate barriers between.

    Cumulative distribution scorecard:

    Objective: To enhance the status of a coffee shop in the target audience mind, cultivate their loyalty, increase their repeat purchase rate.

    Style Specifications: see below for the specific situation common strategy ---the 'cards to the system'.

    Content: to release the accumulated points card, where the purchase price drinks at the coffee shop to reach 10, you can receive free drinks from the cafe to provide a.

    Campus magazine (or newspaper) Advocacy:

    Objective: To further in-depth student life, in the student coffee shop is the heart to form a part of their lives, the specific image of the concept of deepening coffee shop brand image and increase traffic.

    Style Specification: According to the specific conditions agreed upon.

    Content: Select the campus of the influence degree of deep-house magazine, in the image of the prominent part of the new image and a new cafe location described.

    Recruiting part-time job:

    Objective: First, to enable students to in-depth understanding of coffee, coffee culture, to develop their loyalty to the coffee shop, second is to expand the visibility of the L•A Mind restaurant & coffee has aroused the concern of

    the students and the third is to provide students with part-time opportunities, but also to their show a opportunities, four part-time students, especially student leaders to participate, you can further the students inside the coffee shop is connected with the students, coffee shop and a bridge teacher.

    Content: You can select some part-time at the student union representative, or more influential student organizations, for them to all kinds of promotional activities on campus. Contact colleges and universities in the region a number of important student organizations and student groups held a number of salon parties, reading activities, which should help increase brand awareness and influence, to attract students and young consumers. Festival focus on advocacy

    See below for the specific situation common strategy---specific circumstances of a particular holiday.

    In particular, Valentine's Day, Christmas, May day and the Mid-Autumn Festival, Qingming (if the state regulations of these two festivals have a long holiday).

    Students set up takeout window:

    Purpose: to directly face the students, to facilitate students to purchase the other hand, coffee marketing strategy to students through the take-away window for students to convey.

    Specifications Style: taking into account the more frequent consumption of girls than boys take-away, as well as between male and female couples in general is also based on the woman's main reason for take-away window style settings to lovely romantic theme; you can look exactly like the West the ancient castle full of cartoon colors. ? More than a certain standard of consumption presented with a "LA Mind restaurant & coffee" or "LA Mind,"

    the word elegant mobile phone chain souvenir.

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