Campus cafe management plan and marketing plan

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

First, industry background

With the improvement of living standards, drinking coffee has gradually become a way of life. In the campus, which is most receptive to new things and has strong and stable consumption power, it has naturally become an important place for coffee.

Coffee has become an important place for people to communicate and enjoy themselves. for the campus, it is an ideal place for learning, gathering, communication and leisure.

Coffee is not only a kind of drink, but also an atmosphere, culture and pursuit of life. Campus coffee shop not only enriches campus life, but also allows teachers and students with high cultural quality to enjoy high taste and spirit.

The university campus is a densely populated place with a stable consumer market and strong demand, which leads to fierce competition in coffee shops and easy to emulate.

As a supplement and enrichment of campus life, school teachers and students need a convenient place for leisure and entertainment and learning and communication.

Second, the general situation analysis of the industry

Usually there are cafes, milk teahouses, ktv and many other places of entertainment around the university. Take Changjiang University as an example, there are many milk tea shops and KTV around Changjiang University, and the market competition is very fierce. If you want to win in the fierce competition, you must give full play to your own advantages, establish a unique image and brand culture, and create differentiated value for customers.

Third, market analysis

1. Advantages of Campus Cafe

(1) convenience, the place is set up around the school to save the time cost of customers.

(2) the environment is relatively simple, suitable for students and not complicated.

(3) it is easy to spend in groups, which makes teachers and students spread by word of mouth and forms the effect of word-of-mouth.

2, the disadvantage of campus coffee shop

The main results are as follows: (1) the strength is not as strong as the professional coffee shop, and the influence is weak.

(2) the consumer group is single, and the consumption time is concentrated in the noon and evening, which increases the operating expenses.

(3) the operating area is limited, so it is difficult to expand and develop.

3, the opportunity of the campus cafe

The main results are as follows: (1) the consumer groups are concentrated and the consumption potential is huge.

(2) students are all young people, and once they form habits and consumer preferences, it is easy to form customer loyalty.

(3) the school is lack of novel and characteristic coffee shops.

4, the threat of campus cafe

(1) the cost of entering the market is low, and competitors who imitate and follow are easy to appear.

(2) the competition of other catering places around the school is fierce.

5, consumer analysis

The age, income and consumption habits of potential customers in the campus market are relatively simple, mainly for two large groups of students and teachers, in which the number of students is the largest and the number of faculty is less, then the Yangtze University has the largest number of junior college students, followed by undergraduates. In the school, dormitory, classroom and canteen, there is an urgent need to enrich life at three o'clock. Coffee shops and other leisure and entertainment places urgently need to be rich, coffee shops and other leisure places provide teachers and students with different choices. And there is another neglected group of people, that is, couples. The cafe on campus is the most suitable place for a quiet world for two, a place for falling in love and exchanging feelings.

IV. Plan of action

1, coffee shop environment

Elegant environment, clean and comfortable, these are in the coffee shop must enjoy the feeling, environment, atmosphere, service and so on are also important reasons to attract consumers. With the increasing abundance of campus life, the level of students' consumption is getting higher and higher, and their requirements for the consumption environment are getting higher and higher, in addition to neatness, cleanliness and hygiene. At the same time, I also hope that entering the campus coffee shop will give them a very creative feeling and give student consumers a deep sensory impression.

(1) the coffee shop should give people a sense of freshness and do not need to do too much decoration, but the overall atmosphere should be combined with the culture of the coffee shop to reflect the history and culture of coffee.

(2) since it is a coffee shop, the coffee manufacturing process should be authentic and pure in taste, and coffee can be made in a conspicuous place and presented to consumers.

(3) to ensure the cleanliness of the inside and outside of the coffee shop and the plot of the bathroom.

(4) to ensure the quality of service personnel, it is best to achieve uniform clothing and unique design.

Before starting the service work, they can be trained in coffee to understand the history and knowledge of coffee.

(5) Advertising the school in real time to spread the coffee culture.

2, product strategy

Mainly to operate coffee, followed by some other drinks, snacks, light meals, can also be customized some small gifts to promote the establishment of brand image, while holding regular theme activities.

Students have limited income, launch basic drinks with snacks, individual drinks, special recommendations, packages and other low-to high-grade series, and adopt time-limited discount and points system.

3, advertisement

Post or distribute leaflets at school gates, canteens, libraries and other places with heavy traffic. You can also post messages on campus BBS.