1. Business philosophy

Interpreting coffee culture, deducing modern life, and embodying leisure elegance

2. Market positioning

Style: The coffee shop is a leisure and elegant style, providing customers with quality services, giving them warm and relaxed feelings, and striving to create an elegant, comfortable and leisure consumption environment.

For the consumer groups: the school leisure group and the young people who pursue fashion trends.

III. Market analysis

The coffee shop industry belongs to a new leisure and entertainment industry. With the continuous improvement of people's living standards and the gradual change of consumption concepts, the coffee shop has become an important leisure gathering place in people's daily life, which is increasingly favored by consumers, especially the young generation and new people's persistence in the coffee shop. The coffee shop industry has got enough room for growth and development, and the market development potential is huge. Therefore, opening a coffee shop in schools has certain potential, but there are also certain risks.

First of all, college students, as a new generation of new human beings, have a certain degree of favor for coffee shops. Compared with other leisure gathering places, coffee shops are more suitable for college students in terms of consumption level and environment.

Secondly, compared with other social workers, college students' social and life circles are relatively narrow, and their usual activities and pastimes are less selective. Therefore, if a coffee shop is set up at school, more students will choose to go to the coffee shop for parties and pastimes at night and weekends.

However, because college students are still non-income, their consumption power is relatively low compared with the public. Moreover, the coffee shop is located in the school and its customer base is relatively single. Therefore, the coffee shop opened in the school must have certain distinctive characteristics in order to attract consumers' attention.

4. Management concept

1. Respect the independent personality of catering staff.

2. Students with poor family conditions in the school can be appropriately hired to work and study, so that everyone can feel the warmth of this coffee shop giving back to the school.

3. Create a collective atmosphere: there must be strict discipline and humanistic care, so that employees can feel the warmth from the collective, which is conducive to strengthening cohesion and improving work enthusiasm. Treat everyone equally, from each according to his ability, and give full play to his talents < P > V. Product introduction < P > Professional coffee is the main product, and Chinese and western packages, exquisite snacks and water bar drinks are combined to meet the needs of consumers;

1. Coffee mainly focuses on mid-range coffee, introducing exquisite fancy coffee, such as: Blue Mountain, Mantening, Cappuccino, Irish coffee, etc.

2. Pastry is the main meal, such as cakes, cookies, muffins, etc., and some popular Chinese and western packages can also be introduced appropriately;

3. Drinks such as papaya milk, banana milk and Hong Kong-style milk tea;

4. Make some cold drinks, hot drinks, freshly squeezed juice, salads, etc. according to different seasons.

6. Marketing strategy

1. Brand strategy: The coffee shop is intended to create a warm and elegant environment, and it should have certain artistry in storefront and decoration, and be different from other coffee shops in society in style.

2. Price strategy:

1) Mainly adopt the middle and low price strategy, strive for perfection in food color, fragrance, delicacy and service, and strive to give customers maximum enjoyment and psychological satisfaction;

2) In view of consumers' psychology of price comparison, the price should not be higher than that of competitors in the same industry.

3. Promotion strategy

(1) The coffee shop's promotion strategy should be based on students and teachers, and teachers' families, etc., and the corresponding promotion plan should be formulated. In the promotion process, the unique style and price advantage of the coffee shop should be highlighted;

(3) publicize the low-cost route, print promotional materials and distribute them in schools. At the same time, make use of the school advertising bulletin board to publicize and highlight the image by taking advantage of the information flow of the internet websites in schools.