| Entering the 21 st century, China has witnessed a rapid economic growth. With the improvement of living standard, daily drinks also appear a trend of diversification. After a long period of development, coffee is gradually becoming one of the symbols of fashionable and modern life, which has promoted the increasing sales of coffee that forms a huge potential market. Currently, sales volume of coffee is about 90000 tons, which is still in the low level compared with Japan and Korea. Nonetheless, coffee consumption is in a 25% growth yearly higher than the 3% increase of the world owing to a huge market.In the Chinese market, consumers begin to be familiar with the brand, efficacy and practice of coffee, and coffee shops have also been springing up around the cities. Starbucks, Pacific Coffee and other chain stores are in stable operation, while private and small coffee houses are different in management conditions, and they primarily offer espressos. Specialty filter coffee shops in a small number are known by few people due to the lack of publicity, which is a large market gap in Shanghai coffee industry. It is also the opportunity of opening specialty coffee shops thereof.This business plan has provided specialty coffee shops in the plan with theoretical basis and facts. Firstly, reasonability of specialty coffee shops project is interpreted according to the recent growth and current demand of the coffee industry. Based on core competence analysis of specialty coffee, differences and advantages of the project are clearly seen compared with the coffee shops on the market. Them Porter's Five Force Model is taken to analyze the current situation of the whole coffee industry in Shanghai, and SWOT model is adopted to illustrate the chances and challenges of new coffee shops. After being acquainted with the whole market, distribution of markets, office buildings an d residence around the specialty coffee shops in the plan, as well as the pros and cons of management of the previous coffee shops are all analyzed through comprehensive market survey. In this way, marketing mode of specialty coffee shops in the plan can be determined. Moreover, basic frame of shop operation and staff management is also decided. By carrying out the financial analysis of the forecasting data, feasibility of the business plan is further proved.Core competence of the specialty coffee shops to be opened lie in the strict selection of the origin and types of coffee beans, so as to maximumly ensure the quality of the coffee beans. The shop insists on roast the coffee beans alone, since the fresh coffee beans can present the flavor of the origin to the best. Additionally, professional baristas with more than 5 years' experience will be employed to show the making of single coffee on site, and help more people understand the coffee culture. All materials in the shop are directly purchased from Shan ghai farmers, so as to guarantee the freshness and seasonal characteristic. Pastries diets are also composed of organic ingredients to the best extent, and green, healthy and environmental diet culture is also advocated. By establishing the complete customer archives to carry out customer maintenance, it is available to optimize the customer experience. Simply waiting for customers is not ideal, and it is required to actively cooperate with merchants around to promote specialty coffee, closely interacted with customers in the near residential areas, and gather coffee lovers in local Shanghai to communicate, so as to take diversified modes to broaden the market proportion and popularity.The business plan has determined a reasonable management objective through financial forecasting statement, and it is predicted that costs will be recovered within three years. In the 4th year, it is available to achieve 1.1 million profits. The series of analysis is to prove this project feasible. It is believed that specific implementation can certainly guarantee the stable management and sustainable development of the coffee shop. |
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