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1、商贸英语选读商贸英语选读me最终定稿最终定稿版版Objectives Keys to SuccessStore design that will be both visually attractive to customers, and designed for fast and efficient operations. Employee training to insure the best pastry preparation techniques. Marketing strategies aimed to build a solid base of loyal customers,
2、as well as maximizing the sales of high margin products, such as Sweet drinks.Become a very famous shop which provide all kinds of pastry by the local studentsTurn in profits from the first month of operations. Maintain a 65% gross margin.Snacks and drinksWe also have some related servicesSuch as: c
3、ouple homemade chocolate cake stall, dining tables and chairs for the guests Undertaking a variety of small festivals, birthday parties. Market Analysis Summary Market Analysis Summary Market Segmentation Target Market Segment Strategy Market Needs Market Trends SWOTSWOT S (strength) ：great demand W
4、 (weakness) : reputation O (opportunity) : various parties T (threat) : fierce competitionMarket Segmentation products ：cakes and drinks potential consumer : students teachers school staff residents and traders around Target Market : studentsTarget Market Segment Strategy We will take undifferentiat
5、ed marketing strategy for we are faced with students only in one school. We can not ensure the quality and large-scale production if we divide our target market into several sub-segments. In turn, the cost will be high .Target Market Segment StrategyMarket Trends Market Needs Target Market Segment S
6、trategy Market Needs On the one hand, birthday parties, class reunions, fellow party, community meetings, work discussions and other activities are held by students frequently, so our products (cakes, drinks) will be in great demand. On the other hand, the price is moderate, which students can affor
7、d. Market Trends Market demand for our products becomes more and more stable. For students, especially at the birthday party, cake, drinks are necessities as well as fashion. Strategy Pyramids Value Proposition Competitive Edge Sales Strategy Strategic Alliances Marketing Strategy Function strategy
8、Business unit strategy Enterprise general strategy Strategy Pyramids Differentiation strategy Financial strategy 、HR Strategy Integration strategy The whole store, products and services overall give a person a kind of sweet feeling, make the students become the main target customers shop Value Propo
9、sitionThe geographical position is superior *资料来源：Competitive EdgeProducts and services has distinguishing feature Pricing Strategy Promotion Strategy Distribution Patterns Positioning Statements Adopt Cost pricing method high quality and inexpensive Issued leaflets、free to taste Direct Selling Make
10、 a sweet cake shop Marketing strategySales StrategyMake sales are increasing, and in other places open chain stores24Integration of raw materials suppliers, walk integration development path CRM: establish good, interactive relationship with customerStrategic Alliances Management Summary 1 Organizat
11、ional Structure 2 Management Team 3 Personnel Plan We use the linear system structure.We have a manager, a research&Development department Manager, a finance department manager, two waiters ,a Senior pastry chef.Organizational Structure ManagerTwo waitersResearch&developmentdepartment ManagerFinance
12、 departmentmanager A Senior pastry chefStoresManagement TeamStore manager To store operation & trained staff (We will have our training department as our business expanded).Employees Full time & part time employees to fulfill the staffing needs. Our Incentive system uses encouragement. If the employ
13、ee works earnestly and performs great we will reward him or her a certain amount of cash Personnel PlanPersonnel Plan Year 1 Year 2Year 3Manager 2000*12*1 2500*12*1 3000*12*1 Department manager 1800*12*2 1800*12*2 1800*12*2A Senior pastry chef2500*12*1 2500*12*2 2800*12*2waiter1000*12*2 1000*12*3 12
14、00*12*4 Total People 689Important Assumptions in Financial Plan Independent financial subject hypothesisCapital appreciation hypothesis The currency time value hypothesis Financial benefits and risks related hypothesis Financial relations hypothesis To share interests with hypothesis Environment cul
15、ture decided hypothesis Financial manageable hypothesis Financial rational man hypothesis managing and supposing continuously hypothesisFinancial plan Year 1 Year 2Year 3Predict cash flow 100000140000200000 Predict assets 230000 300000 400000Predict debt4000070000100000projected Profit 80000 1200018
16、0000 Depend on these Important Assumptions ,we can predict the financial planLong-term Plan The bakery will exist until it was the biggest bakery in Chongqing university, then we will sell it, and begin another project!Our belief All of we believe that little thing also can make big business. Our efforts will make us success in return.Thank you!ME:蔡蕾 鲁艳 王小伟 杨志秀 张安宇 朱林林