The plan is a written book of goal planning, a guiding light to achieve the goal, the following marketing plan example "Coffee Shop Planner" is carefully provided by the plan column for you.
Feasibility Study Report
(1) Macro-socio-economic environment survey Coffee, as a traditional drink in the West, has a long history and cultural heritage. Coffee is one of the world's three major beverages, but also the world's second largest trade export commodities, in addition to oil.[1] The world's largest trade export commodities. [1] More than 50 countries around the world grow and process more than 3,000 kinds of coffee beans, and the annual global coffee consumption is nearly 7 million tons. [2] Howard Schultz, president of Starbucks in the U.S., pointed out in an interview with World Magazine that coffee is a kind of consumer product that is quite unafraid of the recession cycle. The general public tends to reduce the purchase of high-priced products such as cars or brand-name clothes when there is a recession, but most people do not want to give up consumer goods such as coffee, which does not cost much and can bring a sense of fulfillment. [3] In recent years, under the mutual influence of the economy and culture of different countries, some western cultures gradually influence people's consumption thoughts and habits. With the continuous and rapid development of China's economy and the change of people's life concepts, drinking coffee has become a part of people's lives. Coffee industry in China has been booming as a result. Coffee has been developed in China for less than 30 years and is still at a relatively early stage. According to statistics, the annual per capita consumption of coffee in China is only about 0.013 kilograms, but the coffee market is growing at a rate of 10% to 15% per year, much higher than the annual growth rate of 1.5% of the world's coffee consumption, which is a broad market for coffee, and the development potential of the coffee industry is huge. The head of the operations department of the International Coffee Organization, Pablo? Dibua believes that: ? China will become the largest coffee consumption market in the world. Knowledgeable cabs from all walks of life around the world have seen the huge potential of China's coffee market, and some internationally renowned coffee shops have settled in China. As one of the representatives of Western culture, the coffee shop has become a symbol of the residents of the territory to enhance their own cultural taste, and drinking coffee has become a part of daily life; secondly, the development of the territory's economy, the frequent business interactions, which has contributed to the development and growth of the coffee shop.
For consumer groups: business travelers, successful people, the pursuit of fashion trends of the young. Cafe industry into the domestic market is still saturated digging stage, with the continuous improvement of people's living standards, consumer attitudes have gradually changed, the cafe has become an important leisure meeting place in people's daily lives, since the large coffee chains officially opened the cafe industry market, the cafe more and more favored by the majority of consumers, especially the young generation of new people for the cafe's obsession, so that the cafe industry has been a large enough to make the cafe industry, the cafe has been the most popular. So that the coffee shop industry has been a large enough space for development, market development potential is huge, the construction of the coffee shop is an inevitable trend.
(2) characteristics of consumer groups Inclination or hobby coffee people are relatively wide, in addition to children and teenagers generally rarely taste coffee, other groups are more or less the existence of the habit of tasting coffee, just tasting the frequency of people vary from person to person, all the differences. The target consumer group will highlight the high-income group, attracting a large number of young, enthusiastic, energetic, the pursuit of fashion in the school students and working class in the neighborhood work or live in the crowd, need a better environment to talk about things, reading, writing, etc., but also a good environment for meeting guests.
The survey showed that the consumer's consumption of companion objects, to friends or classmates accounted for 72.2% of the highest; followed by colleagues and customers, accounting for 25%, and then spouses, couples, accounting for 16.7%, and consumption of companions for their own consumers for the least, only one. It can be seen that the coffee shop has a diversified function, a variety of consumer companions, including friends and classmates are the main. In terms of the number of consumers, two people go together most, amounting to 52.8%, followed by 3-4 people, accounting for 44.4%, alone nearly 8.3%, and five or more people the least, only one. Consumers get the message of the coffee shop source is mainly colleagues friends and relatives and the coffee shop itself, followed by the Internet and magazines, TV and radio is the least, almost 0. Nearly seven layers of consumers in the holidays (including Saturdays and Sundays) consumers go to the coffee shop to spend money. The most common time to visit is after 17:00 in the evening, followed by 14:00-17:00 in the afternoon, with very few visiting in the morning and at noon. The reasons for consumers' visits, in order of priority, were: coffee tasting and stress relief, each at 33.3%; gathering with friends and family and killing time, each at 22.2%; business negotiations, 13.9%; dining and other, each at 8.3%; and reading books and newspapers, the least, at only 2.8%. Just as tasting coffee is the main reason for consumers to visit coffee shops, consumers' favorite drink is coffee, accounting for 75%; tea drinks are also important, accounting for 22%. The most frequently enjoyed meals are Western-style meals, accounting for 61.1%, followed by tea, accounting for 22.2%; Chinese meals are less common, at 16.7%.
⑶ Competitive environment survey
Coffee store competition mainly includes the following aspects 1. Price competition: consumers choose the cafe as a drink, the price has been a certain understanding and ability to bear, but in any case, under the same conditions, the price will still be the main conditions for consumers to choose and compare. When consumers are in the stage of understanding and familiarity with the coffee culture and coffee drinks, the consumption price of coffee drinks should be a comprehensive comparison and screening, consumers are due to love and choose coffee drinks, if the price has been high, in addition to a limited number of consumer groups, it is difficult to get the expansion of the consumer groups. 2. Environmental competition: environmental competition is reflected in two levels, one is the environmental layout: the cafe should be very close to each other in terms of environmental layout. Layout should be very close, due to the use of thematic layout, showing the cultural connotation, which is more strict on the cultural cultivation of entrepreneurs, besides, any one cafe must be ready to accept from the coffee hometown travelers test and taste; Second is the geographic environment, whether it is sunny afternoons, or warm and romantic nights, a good taste of the coffee environment will certainly be mapped out so that people will forget the feelings and Taste competition: good coffee comes from the quality of coffee, a sentence? Great flavor! The advertisement words tell the special taste of coffee which is different from other beverages, and coffee is not to be drunk, but to be tasted. It is not about drinking coffee, but about tasting it. The basis of taste lies in good coffee beans and excellent processing technology, and the feeling of taste reveals the aroma of coffee; the combination of taste and flavor produces the taste of coffee. Temptation? The combination of taste and flavor produces the temptation, including those who are used to drinking tea, and there is no lack of part of the coffee group. 4. cultural competition: this is the main body of the competition, but also the core of the competition. Cultural competition is manifested in two aspects: one is the operator's own cultural skills, as well as the operator to create a casual atmosphere of the cafe; the second is the consumer group's own cultural literacy, as well as the atmosphere of the cafe with the integration of the cultural realm and mood, the two can be organically united bridge and link is the mellow and tasty coffee. 5. similar competition: cafe of the same kind of competition in a wide range of both cafeterias, Western-style restaurants Comprehensive business competition, there are also traditional tea rooms, teahouses and part of the leisure club competition, although the cultural connotation of similar competitors is not outstanding, but to a certain extent crowded out of the coffee shop consumer groups.
Qinhuangdao Hebei Street in the middle of the cafe Qinhuangdao Harbor District Milan Xidian coffee shop, Milan Xidian Western coffee is Milan Xidian catering management company under the catering chain, set up more than thirty directly under the store, the theme of leisure as a composite music restaurant, the main business: steak, pizza, coffee.
Greenfield Wonderland: store introduction, this is the most suitable for couples dating place. Tables and chairs are rough rope braided swings, filled with cards written in a variety of languages, every time I go to write down the mood of the time, and now you can still find. There's nothing more relaxing than playing chess and chatting while listening to romantic music and ordering coffee or milk tea. If you are hungry, you can order some light meals, we recommend the beef brisket rice or fruit pizza, so you will have no problem in filling up your stomach. The snacks are also good, quite exquisite, and we recommend the homemade fruit jelly, which is beautiful and delicious. Don't go to the private room, there is a minimum charge for the private room. You can sit outside on the swings, or on the partitions. By the way, if you drive to the car, parked in the parking lot below, drink something to go when don't forget to manage the waiter to ask for a tea ticket to the downstairs parking lot charge people on OK.
Mangrove Coffee Couples Bar Located in the district across from the traffic traffic on the east side of the entrance to the Ouya Garden, the first floor leisure hall, the second floor closed elegant room, a variety of fancy coffee, wine, tea, elegant and quiet environment, warm and thoughtful service, is the ideal romantic place for your leisure, chatting, dating. Homemade coffee fun, the store is specially equipped with a number of sets of homemade coffee equipment, so that you can enjoy the unique fun and flavor of homemade freshly ground coffee at the same time as leisure, dating.
After a survey of various cafes in Qinhuangdao, the main reason why the cafes are not doing well is that the coffee types are too high-grade, the face of the consumer groups are fewer, fewer customers, resulting in poor business, and the types of business is too monotonous, the customer's selectivity is small. Therefore, the cafes we run are not only for high-income consumers, but also for college students and the middle and lower working classes. In general, the operation of leisure-oriented cafe is to win the trust of customers in the environment, service culture and quality, quality of business, is the consumer's business.
Second, 1. restaurant site selection restaurant site selection follow the principles: market, return on investment, convenience, stability, visibility. Cafes are generally not open on the side of the road, isolated from the bustle of the city's noisy, such as gardens or green belts is the best choice, there is enough sense of space, the environment is relatively casual. First of all, the cafe site generally require convenient transportation, preferably at the intersection, the shape of the street should be? L? face (i.e., right-angle shaped corner) or? M? face (round or oval corner); Secondly, in order to effectively attract customers, the operation of the store is best to choose the first floor, if you choose to choose the second floor must be created to enter and exit the independent channel; furthermore, in conjunction with today's society, the more prevalent situation of private vehicles, if you can provide Enough parking lots, that is also an attractive marketing highlights. In addition, in order to face more consumer groups, increase the number of customers, should be considered to be located in the industrial and commercial area and the university campus area are relatively close to the place. After comprehensive consideration I intend to set the cafe in the harbor area in the middle of Hebei Street, to the east of the busy city center, to the west of the university campus, in addition to take into account the environment of the elegance and tranquility, should avoid the downtown area, choose the environment is elegant, close to the seaside in the street. So that people can go to the beach after drinking coffee and eating snacks, it is a good way to relax.
2. Menu Plan Coffee: $ 7
Floating (Ice) Coffee (Ice)], [Espresso (Ice) Coffee (Ice)], [Coconut Coffee (Ice)], [Mexican Coffee (Ice)], [Cappuccino (Ice)], [Mrs. Rose Coffee (Ice)], [Lily (Ice) Coffee (Ice)], [Vienna Coffee (Ice)], [Strong Chocolate Coffee (Ice)], [拿铁咖啡(冰)]、[贵夫人咖啡(冰)]、[巴西咖啡(冰)]、[碳烧咖啡(冰)]、、[摩卡咖啡(冰)]、[上岛咖啡(冰)]、[蓝山咖啡(冰)]、[哥伦比亚咖啡(冰)]、[曼巴咖啡(冰)]、[极品蓝山(冰)]、[夏威夷可娜咖啡(冰)]、[意大利咖啡(热)]、[ 卡布基诺(热)]、[椰香咖啡(热)]、[生姜咖啡(热)]、[玫瑰夫人咖啡(热)]、[君度咖啡(热)]、[维也纳咖啡(热)]、[烈巧克力咖啡(热)]、[贵夫人咖啡(热)]、[爱尔兰咖啡(热)]、[拿铁咖啡(热)]、 [碳烧咖啡(热)]、[皇家咖啡(热)]、[摩卡 Coffee (Hot)], [Brazilian Coffee (Hot)], [Blue Mountain Coffee (Hot)], [Mandheling Coffee (Hot)], [Mamba Coffee (Hot)], [Upper Island Coffee (Hot)], [Colombian Coffee (Hot)], [Royal Belgian Coffee (Hot)], [Ultimate Blue Mountain Coffee (Hot)], [Kona Coffee Hawaii (Hot)] [Rainbow Iced Coffee], [Magic Iced Coffee], [Passionate Coffee], [ Italian Jam Coffee], [Family Fun], [Blue Ribbon Coffee], [Roman Coffee]
Milk Tea: $5
[Shangdao Piaoxiang Milk Tea], [Royal Milk Tea], [Egg Honey Milk Tea], [Rare Rice Milk Tea], [Baixiang Milk Tea], [Mandarin Ducks Milk Tea], [Rose Milk Tea]
Fresh Fruit Juice: Fruit Juice is priced at 6RMB for one cup
[Comprehensive Beauty Juice], [Cool Eye Juice], [Pineapple Stomach Juice], [Carrot Nutritional Honey], [Tomato Blood Pressure Reducing Juice], [Freshly Squeezed Fresh Juice B, Kiwi, Papaya], [Cucumber Whitening Juice], [Freshly Squeezed Fresh Fresh Fruit Juice, Watermelon, Cantaloupe, Apple, Sydney, Pineapple], [Lemon Juice], [Orange Juice], [Milk Watermelon Juice], [Milk Apple Juice] [Egg Honey Juice], [Kumquat Honey Juice], [Finnish Fruit Juice], [Aegean Juice (a mix of Orange Juice and Watermelon Juice)]
Cold Drinks: $6 a piece
[Tri-color Ice Cream], [Smoothie (Cappuccino, Tomato, Mocha, Red Bean, Green Bean, Blue Plum, Strawberry)], [Pearl Milk Shake (Banana, Blue Plum, Taro)], [Milk Shake (Banana, Blue Plum, Taro, Cantaloupe Chocolate, Papaya, Strawberry)], [Fresh Milk], [Shaved Ice (Coffee, Fruit)], [Punch (Fruit, Hawaiian)], [Snow Foam (Coffee, Milk, Pineapple)], [Ice Cream Soda (Lemon, Blue Citrus, Mint)], [Banana Boat], [Fruit Sundae], [Assorted Ice Cream]
Staple Foods: [Beef Steak Noodles with Black Pepper Sauce], [Smoked Meat & Seasonal Vegetable Steak Noodles], [Seafood Steak Noodles ], [Spaghetti with Cream Cheese and Bacon], [Spaghetti with Black Pepper Beef], [Spaghetti Bolognese], [Spaghetti with Tuna], [Spaghetti with Assorted Seafood], [Chicken Chop with Fresh Fruit], [Pork Chop with Onion], [Irish Prime Rib Eye Steak], [Filet Mignon], [T Bone Steak], [French Onion Soup], [Seafood Bouillon], [Assorted Vegetable Salad], [Fruit Salad], [Borscht], [Cream of Corn Soup ], [Golden Melon Porridge], [Lily Porridge], [Vegetable Porridge], [Fruit Porridge], [Lean Porridge with Eggs and Skin], [Seafood Porridge]
Sandwiches: NT$10
[Garlic Bread with Soup], [Eggs and Ham], [Beef Muffins], [Assorted Fruits Muffins], [Honey Muffins], [Sidewinder (Creamy, Peanut, Strawberry, Chocolate Optional)], [Tuna Muffins], [Ham and Egg Sandwich], [Thick Sliced Toast (Cream, Peanut, Strawberry, Chocolate your choice)], [Fried Pork Chop Sandwich], [Chicken Sandwich], [Tuna Sandwich], [Ujima Grande Sandwich]
Salad: NT$6
[Osmanthus and Honey Salad], [Healthy Slim Salad]
Combo: NT$15
[Garlic Eel with Rice in Casserole (荷香)]、[一品海鲜煲仔饭(荷香)]、[红烧牛肉煲仔饭(荷香)]、[排骨煲仔饭(荷香)]、[辣味田鸡煲仔饭(荷香)]、[XO鸡杂煲仔饭(荷香)]、[腊味煲仔饭(荷香)]、[?O酱爆鸡柳饭]、[北菇滑鸡煲仔饭(荷香)]、[滑蛋虾仁饭]、[中式牛柳饭]、[辣子鸡 Rice], [Beef Brisket Rice], [Eel Rice], [Taiwanese Marinated Pork Rice], [Chicken Curry Rice], [Chicken Fillet Rice], [Chicken Fillet Rice with Sacha Tea], [Spicy Beef Rice], [Chicken Fillet Rice with Pickled Peppers], [Braised Pork Spare Ribs Rice], [Braised Lion's Head Rice], [Pork Fillet Rice], [Curry Beef Rice], [Braised Beef Rice], [Chicken Thighs Rice]
Noodles: NT$8
[Tri-color Fried Rice Noodle], [Rice Noodle in Beef Soup], [River Noodle in Beef Soup], [Tomato and Egg Noodle], [Chicken Noodle with Shiitake Mushroom], [Shangdao Fried Noodle], [Dry Noodle with Shame], [Seafood Noodle], [Udon Noodle with Beef], [Shangdao Noodle], [Noodle with Squeezed Vegetable and Shredded Pork], [Noodle with Roasted Beef], Fried Rice: [Assorted Eggs and Fried Rice], [Stir-Fried Bean with Elemi Vegetable and Four Seasonal Vegetables], [Stir-Fried Beef with Green Peppers]
Desserts Snacks: [Frankfurter sausage] 5RMB, [Taiwanese fried sausage] 5RMB, [fried onion rings] 5RMB, [popcorn (sweet)] 10RMB, [french fries] 10RMB