Article 1
I. General situation of the enterprise
1. Main business scope
Mainly western-style cakes, handmade biscuits, Chinese and western cakes and cold drinks, it integrates production, sales, distribution and service. And specially opened up a leisure area, set up a lot of unique seats, to provide customers with beautiful music and fashion books. Customers can buy some snacks and sit in the cake shop and taste them slowly, which further strengthens the leisure function of the cake shop. Follow the principle of small profits but quick turnover in price positioning, and win profit returns with "elegant environment and excellent service".
2. Commercial purpose
Sweet, healthy and fashionable. Provide an elegant, warm, comfortable and safe place for friends to get together, chat, eat, relax and entertain.
3. Operation mode
In-store shopping: customers pay at the counter after buying their own goods.
In-store tasting: customers order food at the counter, and the waiter sends cakes and drinks to the place where the customers sit, and pays the bill after eating.
Door-to-door delivery: negotiate with nearby office buildings and sign a long-term delivery service with them. Usually tea time.
2. Corporate image
1. product
Pastry: mainly engaged in western-style cakes, handmade biscuits, Chinese and western desserts, bread and other drinks: mainly engaged in coffee, tea, cola in cups, milk, freshly squeezed juice of various colors, milk tea and so on; Non-staple food: special popcorn, melon seeds, peanuts, peas, etc. Free category: magazines, newspapers and halls provide beautiful music.
2. Site selection analysis
Our shop should be near the residential area and office building. Because there is a fixed consumer group, the consumption is relatively stable, and the flow of people during commuting time is large, so our shop is near Yizhou Building, Zhongshan Road, Shangrao City.
3. Shop layout
Shops should be clean and bright with bright windows. Infiltrate a sweet, healthy and fashionable corporate culture. According to different dessert varieties, use various special dishes. The dishes are elegant and exquisite, which makes customers feel comfortable looking at the tableware. Different from most cake shops, our shop does not display the operation room in the window, but adds a set of tables and chairs with petty bourgeoisie style in front of the floor-to-ceiling window of the shop, which makes people look more like an exquisite coffee shop from a distance. In order to show the brightness and exquisiteness of the store, a lot of efforts were made in the selection of lamps during the decoration, and some foreign ornaments were also hung on the walls of the store. The operation room is located in the innermost part of the store, and a lot of lights are used to make the operation room look refreshing, clean and bright.
Three. Market assessment
1. Target customer description
Because the cakes produced by our store are both ordinary cakes and exquisite cakes, the target customers are all kinds of people who like cakes and desserts, both fashionable men and women and people who buy them for their families.
2. Market introduction
Although there are some supermarkets, grocery stores and vegetable markets around, there are few cakes and bread for sale. If you don't just make cakes, but add some freshly baked bread, it may attract office workers to buy bread for breakfast and expand the influence of your store. The residents of the community are fixed consumer groups.
3. The main advantages of competitors
Operating for many years, the market share is large; There are many residential areas nearby, and the consumer groups are stable; Excellent taste.
4. The main disadvantages of competitors
The product is single and remote, which can't attract new customers. In-store tasting and delivery services are not provided.
5. The main advantages of this enterprise compared with competitors.
Store fashion, rich products, easy to attract fashionable youth; There are tables and chairs and beautiful music in the store, which provides a perfect dining environment for customers. It has a fresh operation mode-delivery service, which provides convenience for nearby office buildings.
6. The main disadvantage of this enterprise compared with its competitors.
There is no stable customer base for the new opening, and it will take some time for nearby residents to accept it; Store rent is more expensive.
Four. Promotion decision
1. Festival activities
In the Western New Year, Dragon Boat Festival, Mid-Autumn Festival, Christmas and Valentine's Day, organize outdoor theme activities outside the store to enhance consumers' impression of our products. Participants will be rewarded by distributing loose-leaf advertisements for express delivery, answering questions about product knowledge and organizing small-scale performances. Prizes include small gifts, coupons and coupons for the latest products.
2. Promotion means
There are two wishing trees in the store, and consumers can get a wishing card. You can hang a written wish card on the wishing tree. On the first Sunday of every month, the clerk will collect wish cards, and select the wishes that can't cost 300 yuan in the process of realization through lottery to help customers realize them.
There are always all kinds of small gifts in the shop, such as cartoon balloons and cards. Customers who spend all of 60 yuan at one time can get a cartoon card, and when they have three, they can get a 6-inch ice cream cake. The quality and flexible promotion methods of Shangcheng have won a stable customer base.
3. Membership system
Customers who spend all their money in 80 yuan at one time can apply for membership cards, and cardholders can permanently enjoy a 28% discount on any goods except new products and special prices.
4. Media advertising
Considering that TV advertisements or print media are the most feasible publicity channels, the survey proves that high-quality desserts can establish a good brand image through exquisite TV advertisements or print media. In addition, when I come home from work, I will hand out leaflets, put up publicity and receive consultation.
Verb (abbreviation of verb) personnel and management
1. Personnel Department
Every employee in this shop must be professional, and everyone, including cashier, shop assistant and production staff, must undergo strict training to ensure the standard operation during normal work. Management personnel include 1 personnel management personnel and 65438 enterprise management personnel, requiring bachelor degree or above, excellent professional quality and good practical operation ability; There are 2 cake processing and production personnel, with college degree or above, excellent professional quality and good practical operation ability; There are a number of cashiers and shop cleaners, who are on duty after strict training. All employees must apply for a health certificate.
2. Management thought
The premise of excellent scientific management is to determine and implement correct and advanced management ideas. We will adopt the people-oriented management concept and attach importance to teamwork spirit. Attach importance to personal development, respect personal value, and coordinate with all functional departments to realize the overall development of the restaurant and realize1+1> The effect of 2.
3. Management concept
* * *1* * Respect the independent personality of catering personnel.
* * * 2 * * The management level is low: the superior plans and manages the subordinate, and the subordinate should obey the work guidance of the superior and try his best to complete the tasks assigned by the superior.
***3*** Mutual supervision: the management supervises the work of employees, and employees can also put forward their own opinions or opinions to their superiors.
* * * 4 * * Create a collective atmosphere: not only let subordinates feel the strict discipline of the dessert shop, but also care about employees, so that employees can feel the warmth from the collective, which is conducive to strengthening cohesion and improving work enthusiasm.
***5*** Fair treatment, equal treatment, from each according to his ability, give full play to his talents.
Management team
Investment is the business of management talents. We will establish a management team with direct technology and experience in various influential positions, and welcome all talents who are interested in seeking the development of this dessert shop to join the cake shop.
the second
I. Summary
With the rapid development of social economy, people's requirements for spiritual and material culture are getting higher and higher, but now the improvement of urban life quality, the accelerated pace of life, and the rapid infiltration of diversified cultures have forced many traditional industries to face the stage of inheritance and innovation, and also let consumers pursue higher and better spiritual and material enjoyment. However, analyzing today's society, the theme that people pursue is nothing more than green, health and fashion. Throughout today's society, people pay more and more attention to diet, and three meals a day are more and more diverse, especially breakfast, which is simpler but not simpler. This is especially reflected in many modern white-collar workers and students. Therefore, it is necessary to open a modern open fashion cake shop that integrates tradition and innovation. Let customers throw away the "irritability" behind the fierce social competition when they are busy or leisure. It also gives them more understanding and choices about catering.
Second, an overview of entrepreneurial organizations:
As for the traditional cake industry, it is facing huge industry competition. We need to stand out from the competition, and gradually build brands and a series of products with good reputation. Our products cover: Chinese, Japanese and western cakes, all kinds of Chinese and western cakes, desserts, cheese products, fresh fruit and vegetable drinks and tea. All our products must emphasize the concepts of green, health and fashion. Realize modern consumers' mentality of "seeking differences" in products. In addition, we will also build an e-commerce platform to facilitate customers and consolidate ourselves through hard promotion. We will strive to create more social value around a concept and meet the needs of different consumers. When consumers are satisfied, the company will win more reputation, thus building and promoting its own brand and realizing profit. Of course, the company will face fierce competition in the industry, but it will not ask for a share with the weak posture of a newcomer. But to occupy a part of this market with the attitude of pursuing innovation and success in order to grow continuously.
The company's main business: Chinese and Japanese western-style cakes, desserts, snacks and cheese products of various styles and tastes, as well as freshly squeezed and freshly squeezed healthy fruit and vegetable drinks and various tea products. The company's products will adhere to the concept of freshness, green, health and fashion, meet customer needs and achieve a win-win situation.
In addition, with the help and promotion of e-commerce platform, the company will build its own online sales platform, implement door-to-door delivery by special personnel, realize brand docking, and adopt a two-line sales model to truly integrate production, sales and service, maximize the company's value and meet the different needs of customers.
Third, products and services:
The company will adhere to the concept of green, healthy and fashionable. Do your best to make yourself have a sense of mission, so that customers can be fully respected and enjoyed, and at the same time they can be recognized. 1. We will provide cakes, snacks and drinks with various flavors, base ourselves on the market, look forward to the future, serve customers and smile with respect.
2, the company's products will be favored by the market, compared with the general cake shop, our products are aimed at customers of all ages, from children to the elderly, all kinds of new cakes, drinks and so on.
3. After a new product is launched, it will naturally attract a certain number of customers, and then slowly develop various new products, so as to bring forth the old and bring forth the new, launch more and more products that belong to our company's characteristics, and make our own characteristics in this industry.
Fourth, business strategy:
As a service industry, we not only provide a single product and considerate service, but also attract customers. Therefore, the company is engaged in specialty products, in-store services, clerk services, various Chinese and western cakes, cakes, desserts and cheese products. We will also hire professional bakers to design and improve, launch our own special products and become the brand project of the company. Special flagship products will also be launched in various holidays or different seasons.
1, all kinds of fresh healthy fruit and vegetable drinks.
Fruit and vegetable juice drinks will purchase the freshest and full fruits and vegetables, mix with various product formulas, juice them separately, and stir them evenly, so as not to lose any original juice and nutritional value as much as possible, and give customers the freshest and most nutritious fresh fruit and vegetable drinks.
2. Packaging category
Especially for the main meal packages of white-collar workers nowadays, such as breakfast, Chinese food, afternoon tea, dinner and midnight snack. Different time periods are accompanied by different nutrition packages. Make every product worth the money.
3. Elegant and comfortable in-store environment
Traditional cake shops rely on products and their own brand value to attract customers. However, what we attract customers to patronize again is not only our own special products, but also the elegant in-store environment. Customers come to our store to enjoy leisure time and pursue a relaxed and pleasant feeling. Therefore, the decoration in the store should be dominated by bright colors close to nature, giving people a more relaxed feeling. If you eat in class, the fashionable and humanized table and chair layout is in line with the main environment, giving people a relaxed and warm feeling. Coupled with some exquisite knickknacks, small details leave a deep impression on customers.
4. Simple and friendly clerk service
No matter what industry, customers are the most important, not to mention the service industry, customers are God, so high-quality clerk service is also crucial. Shop assistants should establish close and tacit relations with customers, actively communicate with customers in the course of business, so that customers can feel intimate and have a good impression on the company and shop assistants. This is a good way to cultivate a fixed number of customers. We will unify the clothes of the shop assistants and train them to have a unified welcome slogan, be polite and modest, and serve with a smile. Working principle:
1, the principle of honesty and trustworthiness. Treat consumers politely, without cheating, and be friendly and hospitable. In addition, the quality of goods must also pass.
2. Smile service principle. The customer is God, and it will be a true feeling, so be polite, modest and respect each other.
3. The principle of win-win and mutual benefit. On the basis of good faith, achieving equality and mutual benefit between customers not only achieves the purpose of our business, but also satisfies consumers.
Market analysis of verb (abbreviation of verb);
We plan to participate in the competition in the catering service industry, and believe that the development trend of this industry will develop towards environmental protection, health, miniaturization and high quality.
With the improvement of modern people's living standards and the acceleration of the pace of life, there is an increasing demand for various healthy foods in daily life. Healthy, green and fashionable foods and drinks are increasingly welcomed by people, and their broad market prospects are beyond doubt. Although the market opportunity is just around the corner, its market competition is also great. This is a very challenging market, such as a cake shop or a juice drink tea shop. And some time-honored cake shops that have been stationed in the mainland for more than ten years have a good reputation and customer base, but their brands have been accumulated for many years. Moreover, it only focuses on cakes, and as for those tea shops and juice shops that are full of streets, drinks are the main products. Our competitors also include high-consumption coffee shops, mainly western-style catering and high-standard services, and are constantly expanding consumer groups.
To sum up, most of them don't attract inherent consumers with a single product type, lack the advantages of diversified merger, and many of them don't have the concept of green health. We will inject our ideas into this diversified market, actively explore and strive to update, and we will certainly be able to give full play to our advantages. We can make use of the market demand, create our own characteristics, use the high quality and elegant environment of products, and use the services close to nature to impress and win customers. Create a kind of "natural purity and sweetness", gradually improve the popularity, and then apply for brand patents, implement brand joining, and realize chain form. We have our own brand value, and the more franchisees we attract, the greater our market share.
Article
Introduction of Zhongyuan Cake Network:
Zhongyuan Cake Network is a professional cake sales platform jointly established with Zhengzhou Xiangxueer Food Co., Ltd. Relying on Zhengzhou Xiangxueer entity chain store, it is committed to the delivery service of cakes, flowers and gifts, and is committed to building the first fast cake delivery network service platform in China.
With unique technology and talent advantages, we have provided more than a thousand kinds of cake West Point works with different artistic shapes and distinctive personalities, which are suitable for different occasions and presented to different relatives and friends, constantly enriching the types and shapes of cake products and meeting the consumption needs of various groups; With fast, accurate and enthusiastic service, we are committed to creating a service system with complete varieties, simple shopping process, door-to-door delivery and punctual delivery for customers. To provide customers with convenient and fashionable services for a long time with the services and prices that best meet their needs. We always aim at maximizing the psychological value of customers, and make it the first cake online sales platform in China.
Service features: "fast and high quality" business philosophy: "love is everything" business goal: "let every customer feel warm" service tenet: "let customers save time, worry and effort"
Service concept: "Exchange our sincerity for your favor, and exchange our sincerity for your comfort"
Entrepreneurial team:
Project sponsor: Xie xx 19xx, a native of Nanyang, Henan Province, graduated from Henan Normal University with a major in economics. After graduation, he worked in teaching management in Zhengzhou Huaxin Vocational College and resigned in 2006. Good at finding the vacancy and market development trend of regional market, good at developing and maintaining regional market, and have quite strong market leadership ability.
Project leader: Ruan xx 19xx, from Luoyang, Henan Province, graduated from Henan Normal University, majoring in economics. After graduation, I worked as a computer teacher in Henan College of Traditional Chinese Medicine, specializing in the development and maintenance of network projects, and often participated in the evaluation activities of computer scientific research projects in Henan Province.
I. Project background
With the continuous improvement of people's living standards and quality of life, the pursuit of life is becoming more and more abundant. Cake is no longer limited to the single occasion of birthday, such as wedding, celebration, love expression, etc., and the demand is growing rapidly, which also injects new vitality into the cake market. In this way, it is very feasible for us to establish an online cake shop, take online direct ordering and door-to-door delivery as the market entry point, take into account the long-term market share of the website and the short-term rate of return on capital to seize the market, meet the theme of personalized consumption, and finally form a market with its own brand advantages.
Second, the company project objectives
Based on Zhengzhou, Zhengzhou as the starting point, thus radiating to Central China, to establish a domestic first-class online professional cake production and distribution company. Our company will build a certain popularity among Zhengzhou consumers in one year, and strive to achieve a turnover of 6,543,800 yuan. In the second year, the whole Henan market was spread, and in the third year, the surrounding provinces and cities were radiated, forming a situation of central radiation and blooming everywhere.
Third, business environment and customer analysis.
After repeated investigations and careful analysis, at present, no cake shop in Zhengzhou has implemented feasible online marketing means and has not really taken effective measures to occupy the online consumer market. In the face of the overall economic situation is not optimistic, the market expansion space of rigid demand in consumer goods market is small, and online cake shops have the advantages of small investment, high profit return rate and fast capital turnover. The market capacity of online consumer groups is very considerable, which is also the general trend and is gradually replacing store consumption. At the same time, cake is a special product that looks at the model first and then processes it, which also provides a better support point for online sales. Therefore, building a cake sales and distribution platform on the Internet has high efficiency and basically symmetrical information, which is in line with consumers' consumption habits. From the point of view of theory and practice, this project is very feasible.