univer coffee shop

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-2011-

HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES AND

INFORMATION TECHNOLOGY

DEPARTMENT OF INTERNATIONAL BUSINESS ADMINISTRATION

---- ----

MARKETING PLAN

UNIVERSE COFFEE SHOP

LECTURER : NGUYN NGC HUN

CLASS : KQ0802

GROUP : 2


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Group members

1.guyn h ng uyn2. rn ho inh3. hnh gn4.guyn ng g5.guyn hnh ht6.guyn nh hong7. un unh8.ng n i9.rng inh hng10.guyn h im hnh11.g hnh ho12.guyn hng ho13.guyn nh h14. h nh h15.guyn g hng hy16. hnh r17. hin rung18.guyn uy rung19.ng rung20.ng h im gn21.guyn o guyn22.o h g 23.hm nh uy


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OUTLINE

I. Introduction ................................................................................................ 4

II. Situation analysis ...................................................................................... 5

1. Company

2. Customer

3. Competitor

III. SWOT analysis ......................................................................................... 7

1. Strengths

2. Weakness

3. Opportunities

4. Threats

IV. Market analysis ........................................................................................ 8

1. Geographic

2. Demographic

3. Behavioral

V. Market position .......................................................................................... 9

VI. Marketing mix ........................................................................................ 10

1. Product

2. Price

3. Place

4. Promotion

VII. Implementation ..................................................................................... 12

VIII. Reference list ....................................................................................... 14


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I. INTRODUCTION

There are more and more young people like to go to the coffee shop not only to meet their friends

but also to get more than that. They want to taste good drink, try new food and enjoy original space.

Following the ustomers needs, there are many coffee shops changing themselves and finding out more

new products and services. However, the youths want more fresh ideas and the most quality products.

Universe offee shop omes out into society in order to meet most of young peoples needs bout

new idea, good products and original space. When coming here, everybody can enjoy the best things

from our drink and our strange design. Decorated with the universal objects and solar system, this space

will make people feel like they are in the universe, observe and discover the planets. That is the best way

to relax and to fresh their mind. Moreover, the beverage is mixed by bsing on ustomers requirement.

The fortune cookies will send the best wishes and the cupcakes will bring the sweetest taste to everyone.

We believe that this marketing plan can make people know well about our coffee shop. With the

guideline: Bringustomers the best we hve, our shop n stisfy everyone and make a new trend in

the future.


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II. SITUATION ANALYSIS

1. Companya. Business description:

Enterprises will operate in the following areas

- A coffee shop severs mainly beverage include soft drink, coffee. Besides, we also sell fortunecookies and cupcakes.

- We open a coffee shop base on universe and solar system. We have hired a house has three floorinclude one basement, two floor and one terrace.

- We will use the basement for preparation of drinks and something related to make drinks.- On the second floor, we will decorate follow shape of UFO. Those are space ship, aliens and so

on.

- On the third floor, we will have divided into two places.In the Frontage, we will design follow Inner Solar System include Mercury, Venus, Earth,

Mars.

In the Backstage, we will design follow Outer Solar System include Jupiter, Saturn, Uranus,Neptune.- On the terrace, we only serve in the evening for people like to enjoy natural air.

b. Market assessment- Customer Description:Our customers are mainly students from 16 years old to 25 years old, especially for teenager. At

this gap years, they are so interested in hanging out with their friends or curious for something strange.

We create a place for people in public speaking to relax after hard working to talk to each otherand a place for teenager enjoys a special coffee which is decorated base on universe and UFO.

- Segment target market:Our segment target market is Huflit University, Nguyen Khuyen High School, Dien Hong

Secondary school and others around District 10.In feature, we will expand our business in District 11, District 3 and District 5.

-Location:Details of the business location

Address : on Su Van Hanh Street, district 10, HCMC Floor Area: 120 m2 Rent: 25 million VND each month

Reasons for choosing this location are: Lying on center of Ho Chi Minh City A place with crowded people, especial students and office staff Beside competitor like Minus 18, Khami.

2. Customer

a. The target customer: people from 16-25 years old

Products that mostly serve for the young people are cheap and convenient. We divide our customers

into 2 groups:

+ The students around our shop (age 16-25) (target customer)+ The workers demanding for entertainment or job (age 26-35)

c. Decision process:The customers make their decisions by these following reasons:

Creative: the coffee shop is decorated in Planetarium.Quality: Safe drink (our shop has the certification of food safety).


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Place: Near the High School, University, and Bank.Service: The staff is friendly, cheerful, pleasure to satisfy customers.Strange: Differential & special drink (drink mixing and naming)Promotion: There are some promotions in holiday or special occasions (etc: Tet holiday,

lentine y, Womens y).

2. Competitora. Strengths:

After the research in business market, we can list 3 important types of competitors:

- The first competitor group is famous brand names like: Glori jens offee, ngel in Us,Highlands. They can attract the customers because of their luxury decoration and the high quality coffee

with a lot of common coffee flavors such as: cappuccino, latte, espresso... In addition, when a customer

buys a product from you, he not only like the product, but also want to buy the brand name of the

produt. Its like: I like to buy Gui lothes, beuse its Gui, nd offee just like tht, people like todrink Glori jens offee or ighlnds offee beuse of its fmous nme.

- The second competitor group that we cannot miss is all the coffee shops near our location. Ourcoffee shop will be on Su Van Hanh Street, nearly HUFLIT and many companies. There are many

competitors here. We have two big competitors: Khami and -18c. They have stay here for a long time sothey can have a lot of familiar customers. Moreover, their price is suitable for students.

- The last one is new model of coffee serving: take away coffee. These competitors have manymobility counters on the street, it is convenient for customers to buy coffee everywhere... Furthermore,

they have many flavors and serve very fast.

b. Weaknesses:- Some of their deortion re not speil or fresh ide, nd dont follow min theme. - heir produts dont have a gift extra for each cup.- Some of them dont bring friendly nd relx spe for their ustomers.


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III. SWOT ANALYSISHelpful Harmful

Insidefactors

Strengths:- Culture of firm: the shop has a clear

rule to work, punishment and rewards,

and working time. Employees are

provided uniforms and serving under thecriteria of the conscientious attitude,

happy face, enthusiasm and serve every

request of customers.

- The key personnel: they aremanagers and baristas. Managers are

responsible for making plan, managing,

training staff, and providing strategies to

develop shop.

- Baristas have to mix drinks at therequest of customers, so that we have a

team of experienced bartenders tosatisfy demands and customer tastes.

- Shop has specific characteristics;trade secrets and the way of mixing

drink differently than other shops, and

the strange decoration also attract

customers.

Weaknesses:- This is a new shop, so managers lack

of experience on how to manage, contact

with partners and serving customers in the

effective way.- Brand reputation is weak compared

with other well-known trademarks.

- Shops mrket share is very low.Therefore, the shop has many difficult to

compete with competitors.

- The cost of the shop to operating isvery high.

Outsidefactor

Opportunities:- Tendency of the market: Abundant

tendency of market, customers

especially teenagers like to discover

strange, exceptional things. Model of

universe aims at stimulating the

curiosity of customers.

- Suppliers, partners: Well-knownsuppliers with high quality of product,

clear origin that get peace of mind of

customers.

- New technology: The shop alsoapplies new upgraded technology in

making up beverage, modern machines,

and the staffs are trained carefully.- Economic environment: there are

many kinds of entertainment and going

to coffee shop at the weekend is one of

current tendency.

- Political and lawful environment:Our country has the stability politic that

leads to easiness in investment of

investors. Besides, it is the legal kind of

business in Viet Nam.

Threats:- Competitors: they are near

restaurants and famous coffee shops. The

fame and given market share of them also

mke the ustomers hoie.- Suppliers and partners: the coffee

shop is a small company; it must

cooperate with famous suppliers.

Therefore, we suffer loss when consenting

to them. If suppliers dont providematerial for the shop, it is difficult to find

other suppliers with the same quality of

product.

- The change of social situation:inflation increases strongly in our country,the increase in price of many core things

such as: gas, water and electricity, salary

of staff leads to the change in price of

product. This is one of threats of the

company that must carry high costs in the

early stages.


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IV. MARKET ANALYSIS1. Geographic

- To attract more customers to our coffee shop, picking up a location for a coffee shop is a veryessential element. Some criteria when choosing a location include: area, population, density, age,

profession.

- Therefore, we have decided to choose Su Van Hanh Street at district 10 is the location for ourcoffee shop.

- District 10 meets: North: Tan Binh district, limited by Bac Hai Street. South: district 5, limited by Hung Vuong and Nguyen Chi Thanh Street. East: district 3, limited by Cach Mang Thang Tam, Dien Bien Phu and Ly Thai To Street. West: district 11, limited by Ly Thuong Kiet Street.

- The area of district 10 is neither so big nor so small compared with other domestic districts in Hohi inh ity. istrit 10s re is bout 5.72 km2 located in center of the city, and this is also one of themost exciting, crowded, and prosperous districts in Ho Chi Minh City.

- Besides, district 10 is also surrounded by crowded business - chain streets, among that cuisinetakes a little bit high rate. There are lots of famous food stores , coffee shops on Nguyen Tri Phuong ,

Thanh Thai, Cach Mang Thang Tam, Ly Thai To, Su Van Hanh, Cao Thang and especially Bac Hai

block consists of so many beautiful , sophisticated, eye-caught coffee shop which attract lots of

customers.

- Some districts near district 10 also have lots of cuisine streets such as: Nguyen Tri Phuong,Nguyen Trai, Nguyen Dinh Trieu, Vo Van Tan, Ban Co, Le Van Sy.

- In short, although our coffee store is placed on a high competitive area, this is also a potentialplace to open the shop and easily attract the attention of customers.

2. Demographic- Population of district 10 is about 230,386 citizens. Comparing the population to other districts,

distrit 10s popultion is rted in medium sle. espite not so high popultion, density of distrit 10 is

rather high about 40,277people/km2

, numbered 4th

in city.- 4 districts near district 10 are also high population and high density, numbered top 5.- Our target customers are students with the medium age about 1625 years old.- District 10 is the place having lots of big university of Ho Chi Minh city

Bach Khoa University (~ 12.000 students ) Economy University (~ 20.000 students) National Administration Academy (~ 5.000 students) Pham Ngoc Thach Medical University (~ 1.5002.000 students) Huflit University (~ 6.0007.000 students)

- Besides, district 10 also has 9 high schools: Nguyen Du, Nguyen Khuyen, Nguyen An Ninh, DienHong, Suong Nguyet Anh, Van Hanh, Duy Tan, A Chau, votionl distrit 10 With the quntity reabout 30.000 students.

- In summary, the quantity of students in district 10 is very high, more than 60.000 studentscompared with population in district 10 is 230.000 students, take up more than 27% of distrit 10spopulation.

- With some elements we have just analyzed, Universe Coffee shop will have some benefits todevelop.

3. Behavioral-To investigate about the mental habits and the behaviors of customers, we had a survey with 10

questions for 50 people. The survey is at Huflit on November 11 2011 (class KQ0801 KQ0802). After the

survey, we found out some informtion bout the ustomers behaviors.-After the survey, we found that today more than 80% young people have the habit going to thecoffee shop more often after studying, working and especially at the weekend with friends. Most of them


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(98%) choose the coffee shops with the special, unusual and beautiful designs which are suitable for the

youth. herefore, some offee shops like goi h So 7, G o, lb, rok hve beenpreferred, nd tht is lso the importnt point for us to hve the ide bout Universe offee. oreover,beside talking and taking photographs with friends, 70% of them want to have the small games for them

to entertain. Beside a special design, they also want to have a relaxed and pleasant space. Furthermore,

they also care about the price, the students often choose the drink which is lower than 40.000. However,

most people do care about the quality: sanitary and delicious drinks. In addition, the promotions like gifts

or price reducing also attract the customers.

V. MARKET POSITION

Our product is

+ One of the first movers in nihe mrket iet ms offee with the ombintion of fortuneookie model

+Number 1 in guarantee

a. Product differentiation:- The product of Universe coffee shop is a combination of coffee and fortune cookie in order that

we hope to bring good luck to our customers through each message is contained a beautiful yellow cakeenjoyed in a new space with impression of universe design. Moreover, with the customers do not have

much time to enjoy coffee they can buy coffee at our shop to take it away.

- Its new tegory tht most other offee shops do not hve is tht the ustomers n lso enjoyfortune cookie together with coffee at the Universe coffee . This is a unique combination of coffee with

fortune cookies which you are usually given at the end of the meal or gift with billing in case at Asian

restaurant in the U.S., Canada, UK, Mexico, Italy or France. Moreover, inside every bite of our

crispy cookie you'll discover a paper with the famous adage, idioms, or a prediction of future. The other

side of the paper will be the name of our coffee shop to give an unforgettable impression to the customer.

- On the other hand, the customer can also buy cookies and take it away-creating all theconvenience for customers which is also an outstanding characteristic of the Universe coffee compared to

other coffee shops.

b. Service differentiation:- There are paper feedback to record feedbacks from customers about products and services in

order to seize the customer's needs, meet their needs, which will take measures to overcome these things

that are not good, and then we can enhance quality of service and products, create good relationships with

our customers as well as make a good impression for Universe coffee.

c. Guarantee differentiation- Packaging can make the buyers pay attention to product. Packaging has the advantage of giving

the product a difference, which is difficult to replicate. So when customers want to take away, and coffee

will be carefully wrapped in Reverte nylon bags ,a new material from biology which isenvironmentally friendly and paper glass with the universe logo, unlike other coffee shops such as -18,

My Space, or Khami just wrap your coffee with a nylon or paper bag .

d. Price differentiation :- Universe offee shops ustomers re minly students, thus; our offees prie is affordable

compared to other coffee shops. But the quality of coffee is always guaranteed, the coffee material will

always be selected from reputable suppliers in the market to make coffee taste with the most delicious

flavors.


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VI. MARKETING MIX1. Product

a. Trade name:- offee shop nme: Universe offee.- Types of product:

Drinks: Coffee, Cocktail and Juice. Cakes: Cupcake and Fortune cookie.

b. Quality:- Meeting all the required standards of Vietnam food safety department.- Products with new and original tastes.- Materials which are provided by reputable and qualified suppliers.

c. Features:- Ingredient:

Drink: Coffee, milk, sugar, moussecream, wine, syrup, fruit and other flavourings.Cake: wheat flour, eggs, sugar, milk and other materials.

d. Cover:- Colorful designed cups and dishes.- Unique designed coaster and carrier box with brand name and logo.

2. Pricea. Objective:

- Products with reasonable price in order to attract customers such as teenager, student, youngpeoplend stisfy their enjoying nd relxing.

- The cost of finished products: Drink: 19.00029.000 VND Cupcake: 15.000 VND Fortune cookie: 2.000 VND

b. Elements affecting pricing:- Internal elements: local labor force (part-time job students...), additional services (Wi-Fi, airconditioner, musi)

- External elements: material sources, demand, price of competitors (-18, Khami etc.), rent houseost

- Price adjustment strategy basing on competitive price at the beginning and changing on marketingstrategy at the period of time.

MENU

COFFEEUniverse Coffee ............................................................................... 25K

Black Hole ....................................................................................... 19K

Sunny Day Coffee ........................................................................... 22KOuterspace Tornado ........................................................................ 22K

Star Spangled................................................................................... 22K

Cresent Moon .................................................................................. 22K

Jupiter Coffee .................................................................................. 25K

Meteorit Coffee ............................................................................... 23K

Space Rock ...................................................................................... 23K

Galaxy Coffee ................................................................................. 23K

Cookie Dances................................................................................. 24K

Volcanico Caramel Top .................................................................. 29K

Saturn Coffee................................................................................... 25K

Ice Chocolate Cloudy ...................................................................... 27K

Spark Fly Coffee ............................................................................. 24K


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COCKTAILSeven Colored Rainbow .................................................................. 29K

Blue Planet ...................................................................................... 25K

Starlight ........................................................................................... 25K

Passionate Mars ............................................................................... 25K

The Darkness ................................................................................... 28K

Mercury ........................................................................................... 25K

Golden Venus .................................................................................. 25K

Rocketer .......................................................................................... 27KSpaceship ......................................................................................... 28K

Summer Hurricane .......................................................................... 27K

FORTUNE COOKIE .................................................................... 2K

CUPCAKE ..................................................................................... 15K

3. Place- According to demographic analysis and geographic analysis, Universe Coffee will be located on

Su Van Hanh street, district 10, HCMC- This place having many high schools, universities and offices where target customers young

people. Su Van Hanh Street the rowded street with mny pedestrins nd trffis so its esy forcustomers to approach.

4. PromotionDuring 6 months:

- 1 fortune cookie extra for each drink.- Happy Tuesday, discount 10%.Before opening day: Announcing the Opening event by:

-Sharing handbill in universities, high-schools and offices at district 10.- Setting free ounts on soil networks like febook.om, zing.vn

- Posting PR articles on some popular forums for younger people.On February:

- Opening day: Give small gift (logo model key chain) for the first 50 customers.- First 10 days discount 30% for each bill.- 3 days (12th14th February), combo for couple (includes: 2 Universe coffee + 2 Cupcake) costing

only 65.000.

On March:- Accumulating 20 drinks, received discount 10% card valid 90 days from establishing day.- On Interntionl Womens y (8th March), discount 50% one drink per lady.On April and May:- Setting coffee stands with universe style at center halls of universities, high schools at district 10

and neighboring areas in order to attract new customers.

- On Independence Day (30th April) and Labor Day (1st May), discounting 15% for each bill morethan 120.000VND.

On June:- Taking photos for customers with universe costume models when visiting the coffee shop, and

then uploading them on the Universe offees accounts on facebook.com, zing.vn...On July:

- At 8pm Sunday weekly, holding lucky casting lots. The prizes will be coffee cups, pens,notebooks or key chains with the coffee shop's name, logo, website information and phone number onthem.


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VII. IMPLEMENTATION

Step 1: Making it bite-size.Marketing plan implementation is a gradual process. It will not happen in a day or in a month.

We will give the mrketing Shedule.

Step 2: Explaining and delegating.

We should explain our team your marketing goal for the limited periods (such as: year, quarter,month, and week).

We will tell everybody what is expected of our business, and also explain how they should go about

implementing every bit of the assigned. Being thorough in explain, it will reflect in the implementation.

Revenue target:DAY(1) WEEK(7) MONTH(30)

YEAR(365)

180

QUANTITY

CUP /2500050 350 1500

18250

9000

REVENUE 1,250,000 8,750,000 37,500,000 456,250,000225,000,000

Revenue Customer: 1 cup = 1 customer.Depreciation stage: 6 months.

Step 3: Keeping a channel open.We will keep a communication channel with the foot soldiers open. We can contact the potential

partner anytime we find suitable to discuss issues, challenges, and opportunity.

We should create the diversified distribution channels for customers.We should find out the potential customers.

Step 4: Monitoring Progress.Keeping an eye on the progress of each employee is the important progress.

If anyone of them is having difficulty in implementing the plan then help them out, but if one

seems incompetent then change the job description.

Step 5: Being open to ideas.It we may not accept it, yet we will not change the truth that the foot soldiers have better idea about

the reality of your market then we have, as they are physically experiencing the challenges you dealt with

in the plan.

Furthermore, we always listen to the new ideas.

For example:We should have the comment box or the hotline to take the feedback from the customers.We will build the good relationship with the closed customers.We make the plan to change the decoration and style that follow to the special events, such

s: vlentine dy, hristmas day. Hearing what the customers have to say is absolutely necessary, instead of closing your door on

their face, make them your eyes and ears. It will be hugely rewarding.

Step 6: Adapting.We will pay attention to the new promotions and target in 1 month.

After that we should change the marketing strategy flexible in this time. It is basing on the

challenge of competitors to find the smart methods to develop their strong view.

A marketing plan is an organic being that evolves in relation to the market condition it faces.


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Step 7: Reward and punishment.We will congratulate those who have done it successfully and take private sessions with those who

failed.

We always create enough promotion chances before putting them off the team.

For example:

Prize for the best employee per 1 month (05 vouchers.) Giving the serious wrning for the stff tht breks the stores regultions.

Step 8: Relax! Result will come.If everything is going fine then results will come, we hope the best thing will come to my store.

Note:Where: on Su Van Hanh Street Ward 3 District 10 HCM CityWhen: 1 Feb 2012How: Marketing plan (Attach files)Who: My group

A proper implementation will give the company an edge that the competition will find it

hard to match. And continuous successful implementation of marketing plan will give us a

sustainable competitive advantage that cannot be surpassed, not until we falter.

Marketing Implementation Schedule:

VIII. REFERENCE LIST

http://www.businesslink.gov.uk/bdotg/action/detail?itemId=1075313149&r.i=1075314198&r.l1=107386

1169&r.l2=1073858842&r.l3=1073869186&r.s=m&r.t=RESOURCES&type=RESOURCES

http://www.pso.hochiminhcity.gov.vn

http://www.kienthuctaichinh.com/2007/11/m-hnh-phn-tch-swot-ngun-gc-v-ngha.html

ACTIVITYDATE /

FREQUENCYObtain Board approval By end Jan,2012

Sensitize staff and pursue their buy-in By Feb 15,2012

Contract an advertising agency to formulate an advertising plan By Feb 15,2012

Select the sales team By Feb 15,2012

Train the sales team By end Feb 2012

Develop an incentive program for the sales team By end Feb 2012

Provide the members of the sales team with a formal written

program of the projectBy March 15, 2012

Provide each member of the sales team with a job description By March 15, 2012

Provide the sales team with the necessary tools, such as cell

phonesBy March 15, 2012

Construct special counter for golden years customers By March 15, 2012

Hold an official launching (t chc ra mt chnh thc) 30 March 2012

Advertise the service on popular websites & magazine Daily beginning March 2012
http://www.businesslink.gov.uk/bdotg/action/detail?itemId=1075313149&r.i=1075314198&r.l1=1073861169&r.l2=1073858842&r.l3=1073869186&r.s=m&r.t=RESOURCES&type=RESOURCEShttp://www.businesslink.gov.uk/bdotg/action/detail?itemId=1075313149&r.i=1075314198&r.l1=1073861169&r.l2=1073858842&r.l3=1073869186&r.s=m&r.t=RESOURCES&type=RESOURCEShttp://www.businesslink.gov.uk/bdotg/action/detail?itemId=1075313149&r.i=1075314198&r.l1=1073861169&r.l2=1073858842&r.l3=1073869186&r.s=m&r.t=RESOURCES&type=RESOURCEShttp://www.pso.hochiminhcity.gov.vn/http://www.pso.hochiminhcity.gov.vn/http://www.kienthuctaichinh.com/2007/11/m-hnh-phn-tch-swot-ngun-gc-v-ngha.htmlhttp://www.kienthuctaichinh.com/2007/11/m-hnh-phn-tch-swot-ngun-gc-v-ngha.htmlhttp://www.kienthuctaichinh.com/2007/11/m-hnh-phn-tch-swot-ngun-gc-v-ngha.htmlhttp://www.pso.hochiminhcity.gov.vn/http://www.businesslink.gov.uk/bdotg/action/detail?itemId=1075313149&r.i=1075314198&r.l1=1073861169&r.l2=1073858842&r.l3=1073869186&r.s=m&r.t=RESOURCES&type=RESOURCEShttp://www.businesslink.gov.uk/bdotg/action/detail?itemId=1075313149&r.i=1075314198&r.l1=1073861169&r.l2=1073858842&r.l3=1073869186&r.s=m&r.t=RESOURCES&type=RESOURCES


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http://www.quickmba.com/strategy/swot/

http://www.va4business.com/business/428/how-to-successfully-implement-your-marketing-plan/

http://www.ymhmarketingplan.com/marketing_implementation.htm
http://www.quickmba.com/strategy/swot/http://www.quickmba.com/strategy/swot/http://www.va4business.com/business/428/how-to-successfully-implement-your-marketing-plan/http://www.va4business.com/business/428/how-to-successfully-implement-your-marketing-plan/http://www.ymhmarketingplan.com/marketing_implementation.htmhttp://www.ymhmarketingplan.com/marketing_implementation.htmhttp://www.ymhmarketingplan.com/marketing_implementation.htmhttp://www.va4business.com/business/428/how-to-successfully-implement-your-marketing-plan/http://www.quickmba.com/strategy/swot/

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