Coffee shop management plan book, campus coffee shop marketing plan

Follow the caf é (Wechat official account vdailycom) and found that Beautiful Cafe opened a small shop of its own.

one。 Market environment analysis

1 Environmental analysis

As far as China is concerned, the vast majority of consumers still regard eating western food as a luxury. Eating western food and drinking coffee in a place with soft lights and elegant decoration is even more out of reach. Pushing it to the university campus has nothing to do with tens of thousands of ordinary college students.

At Huaxin College, a coffee shop called Pisces will become the first romantic place for students to get together, to communicate with lovers and to negotiate with friends.

On the one hand, the purpose of establishing the coffee shop is to provide internship opportunities for the students in our school, so that the students can participate in practice while studying, so as to enhance their practical ability, so the coffee shop will be managed and served by the students. 2Competition analysis.

At present, there are mainly two types of competitors: one is the milk tea shops such as Street View, which are aimed at middle and low-end consumers, with prices ranging from 1 to 3 yuan per cup. They do not provide tables and chairs, so they are simple and low-cost, but they are our primary competitors.

The second category is the slightly high-end off-campus KTV, which is mainly aimed at students who sing and drink. This kind of restaurant has a leisurely environment and unique style. The consumer price is generally 30 yuan per hour, and there are boxes with a comfortable environment, which are very suitable for the tastes of young people. Single consumption is not high, and the competitiveness is relatively strong.

two。 Determination and orientation of target market

With the development of social economy and the improvement of people's living standards, the degree of family affluence has changed obviously than before, which is followed by the great enhancement of the spending power of college students.

At present, it is very common for college students to own computers, mobile phones and other high-end consumer goods, and people wearing famous brands can be seen everywhere. The consumption of college students has become an important fulcrum to lead social consumption. Therefore, if we grasp the land of college students' consumption, we will be able to occupy a certain position in the market.

In line with the purpose of enjoying the good time in college, Pisces Cafe brings the best enjoyment to students with elegant environment and wholehearted service. In our Pisces Cafe, we operate not only coffee and catering, but also a culture, a culture that shows youth and passion between China and the West. We will bring this culture to the campus with real service and lead the campus fashion and trend.

three。 Product strategy

Pisces Cafe is located on the first floor of the Fairview Restaurant of our school. At present, the main business items are all kinds of coffee, tea, juice, ice cream and snacks (combination of Chinese and Western food).

In order to make Pisces closer to students' life, we have made bold adjustments to the contents and practices of western food, where you can eat western desserts, bread, hamburgers and so on, as well as the charm of Chinese food. such as boutique snacks, special covered watering, delicious porridge and so on. We do this because, after all, we are oriental and will definitely not get used to authentic western food, so we must localize western food culture in our college. In order to attract campus lovers, we also make it carefully.

Made girls' favorite desserts and fancy bread, and offered to teach them how to make them.

four。 Positioning strategy

(1) popular diet and entertainment consumption

(2) High-grade enjoyment and civilian price

(3) set leisure, diet and entertainment in one

If you want to occupy a market and gain a certain share and become a market leader, you must have certain characteristics. The characteristic here is differentiation. As far as our college is concerned, no one has yet set foot in the western food service based on coffee. At this point, we have got the first opportunity, and it can be regarded as a preliminary victory. At the same time, in order to make more people eliminate the gap between Chinese and Western food, so that students no longer think that western food is so noble and unattainable enjoyment, we will attract students with mid-range consumption. On the other hand, we take the route of the combination of Chinese and Western food and beverage, which can win the favor of consumers.

five。 Channel strategy

We use stable and more purchasing channels. In order to ensure the timely and smooth operation of the coffee shop, we must open a wide range of channels and establish a fixed purchasing channel and fixed purchasing business relationship, which is conducive to reducing costs and ensuring the quality of raw materials. Quantitative procurement: detailed purchase plans and demand lists must be compiled before procurement, which must be based on understanding market demand and commodity sources. Combined with the situation of commodity inventory and sales, the urgent goods, hot-selling goods and unsalable products are listed in different categories, so as to provide a basis for reasonable procurement for buyers.

Receiving inventory management: for the goods purchased by the purchasing department, the inventory department should receive and inspect the goods in time and subdivide the types of goods into reasonable inventory. For the materials that need to be refrigerated, not easy to collide, and easy to deteriorate, they can be stored in time, moved and transported slowly, and so on. Market supply and demand management: if an enterprise wants to survive for a long time without extinction, it must adapt to the development and changes of the market. Although our Pisces Cafe is located on campus, it is equally suitable for this reason. Therefore, we must always pay attention to the changes in the market and understand the needs of students. Only in this way can we better serve the students. Therefore, we will set up an opinion book in the restaurant, where students can write down their own opinions and suggestions on the coffee shop, their own dietary requirements, etc., which we will use as a basis for improvement.

six。 Promotion strategy

1. Sponsor some large-scale public events held by the college, such as departmental cultural festivals, college evenings, college debate competitions, etc., through the influence of these activities to enhance the popularity of Pisces.

2. Distribute promotional leaflets and preferential activities to celebrate holidays. The coming Christmas and New year are two good selling points. To step up the publicity, we can open Party or add programs at Christmas and New year, which can be performed by people or people from our college association, such as Hualei Art Troupe. And let customers interact with it, the holiday day should give customers several discounts.

3. Distribute discount cards. When customers reach a certain number of times of consumption, they can send a VIP card for free, which can be discounted by 20% in consumption, and there are more preferential items, such as being able to come to a coffee shop for a part-time job.

4. Hold the weekend appointment activity (weekend evening). The coffee shop provides the venue for the activity and appropriate decoration, which can be held in the school square or indoor activity area. There is a 20% discount on all products on the night of the event, and we provide music and lighting. Students are welcome to come together to show the elegant demeanour of young people. The content of the activity can be ballroom dance, interactive games, etc.

Suitable for group activities. Through these can let students understand the corporate culture of Pisces, at the same time let us Pisces more dynamic, more suitable for long-term survival in the world of young people.

seven。 business management

Enterprise management is the guarantee of the growth and development of the enterprise. Without the management mode suitable for the development of the enterprise, the enterprise will not be far away. In Pisces, in the spirit of providing students with practical opportunities, we will adopt a model suitable for the development of university campuses to manage and operate. First of all, we will hire college students in the management talent, because they understand the personality characteristics of young people, know what they want, and better grasp the mentality of consumers. Secondly, we will develop a restaurant staff manual to regulate the work discipline of employees in a systematic way, so that they can better serve consumers. Finally, with regard to the recruitment and use of staff, we will give priority to recruiting part-time college students who are willing to do so, provide them with professional training, and adopt a competitive employment system, so that they will have a sense of competition before they enter the society. to make them more competitive in the future. In the marketing management of our coffee shop, we will always follow the trend of the times, constantly innovate our own products, grasp the trend, at the right price, marketable products, dedicated service, elegant and leisurely environment to win the favor of the majority of teachers and students.

eight。 Management evaluation

The maneuverability and practicability of the planning itself account for part of the success or failure of a planning plan, and the management and evaluation of the planning also play a role in ensuring the success or failure of the planning.

In order to make the smooth implementation of this plan, we will investigate and analyze the students in the school in advance, and then analyze the questionnaire to find out the problems of this plan and adjust it in time. At the same time, in order to make the planning feasible, we will vigorously promote all aspects of the plan according to the requirements of the plan book, do a good job in the school's public relations activities, and communicate and coordinate with the relevant departments and organizations of the school in a timely manner to ensure the smooth development.

After the implementation of the program, we will use specific standards, methods and reports for testing and evaluation, and feedback the evaluation results at any time. During the operation of the coffee shop, we will also carry out periodic evaluation and evaluation, constantly find out the shortcomings of the planning and revise it, and strive to achieve the Pisces coffee shop full of youth and vitality, which is a combination of China and the West.