marketing analysis and marketing plan

Overall, most of the menu is quite diverse, but according to research, here are some of thefeedbacks from customers who have experienced Milano Coffee and gave feedback:Through that, we

1.Introduction: Development of ideas, overview, market opportunities, financial

forecasting, capital (Nh )ư 2

2.Marketing Analysis and Marketing Plan (Vy) 5

3.Financial plan, estimate profitability (Oanh) 8

4.Operational areas, equipment and staffing (Nhi) 13

5 Event sales (Trâm) 14

6.Laws and permits required – Supply (Nhung) 15

7.Conclusion (Nhung) 15

1 Introduction: Development of ideas, overview, market opportunities, financial forecasting, capital (Như)

a) Development of ideas:

Market research is the key to success, it has a very important role and there have beenmany companies and businesses that have become successful and famous thanks to focusingon market research activities And for Graph Coffee too, defining the market to come up withthe right kind of business for us is of the utmost importance First, about the market: Most ofthe cafes with study space are located in the city center Some existing shops are: Kokoro, ICoffee…

These shops are located at regional universities in the city center The FPT urban area isnot yet available, but this is an area with great potential to operate this type of coffee becauseit is surrounded by universities

Next, about customer needs: Because you are a student, you will need a quiet spacesuitable for reading books, studying documents, doing exercises, and running deadlines Orfor those who want to experience Graph's food and drink but don't want the space to be toonoisy and bustling, Graph is the ideal place to meet your needs.

About the customer file, after surveying the market and knowing their needs The maincustomers of the first graph are students, students, and lecturers of universities such as FPTUniversity, F School, universities, colleges of tourism, colleges of Vietnam, schools ofmedicine and pharmacy, etc., who need space to study and work.

b) Overview:

This is a self-opening model, not dependent on or franchised by any store With a total area of 150 square meters, it can accommodate about 30 tables and 80 people In terms of products, there are three: drinks, food, and meeting rooms for rent.

Opening hours are from 08:00 to 23:00 The total number of employees is 14 corresponds to the morning, afternoon, and evening shifts

About mission-vision: Become a store that provides delicious products and drinks,creating a modern and ideal space and environment for studying and working Graph iscommitted to quality with clean, standard, tasteful, and delicious glasses of water, creatingexcitement and bringing positive energy to the audience Complying with the law, allbusiness activities of the store are aimed at common interests, bringing practical values topromote economic and social development.

Team Graph Coffee: Team Graph is a united team, always working with enthusiasm,sharing, supporting each other, and being committed to fulfilling all work responsibilities.Always thinking and being creative to offer quality solutions and services to bring the bestexperience to customers

About our competitors: Milano Coffee

Drinks, including 3 main dishes: Filtered coffee is more expensive than brewed coffee.Mainly, they will follow the traditional Vietnamese style Other staples will be cooling teasand juices In the blender are mainly yogurt and pureed fruit

Food: serving breakfast and lunch with a variety of dishes, almost like a restaurant Overall, most of the menu is quite diverse, but according to research, here are some of thefeedbacks from customers who have experienced Milano Coffee and gave feedback:

Through that, we see that in the F&B industry, it's not only about the service or the space ofthe shop; the important thing is still the taste of the products that we sell That's why our teamwill absorb as well as research and come up with a complete menu and bring flavors to suitthe needs of customers.

2 Marketing Analysis and Marketing Plan (Vy)

Graph Coffee has surveyed the needs of customers and collected trends in preferences aboutthe learning coffee space experience as follows:

Quiet: 60%Spacious, airy: 25%Prefer a dark background: 15%Drinks and food:

Good and clean taste: 48.3%Reasonable price: 31.6%Beautiful water decor: 20.1%Staff:

Cheerful and enthusiastic attitude: 46.7%Good looks: 36.1%

Neat uniforms: 17.2%SWOT analysis:

Dependent on business premises.

Not enough experience; this is a start-up coffee shop, so it will still lack a lot of experience and need a lot of planning time to go into operation.

Social media is growing, which gives GRAPH the opportunity to attract more customers.Expand the scale of takeaway with Grab, Shoppe Food, Baemin, etc Boost revenue.Develop new products and services in the future, expand the product line to target newcustomer segments, and position the brand.

In the future, when the brand is strong enough, it will switch to a franchise model to expandinto more regions.

The rules and regulations of the innovation state It may be necessary to change the form ofbusiness.

Competitors lower the price of the product.

Low profit leads to insufficient capital to maintain the business, so the business has to stop.Marketing plan:

Objective: 3 main stages

The first stage focuses on promoting outstanding spaces and facilities so that peopleremember the name and characteristics of Graph.

The second stage focuses on special drinks and promotions to attract guests' attention.The third stage is implementing remarketing plans to keep customers coming back, such associal media promotion, etc., so that customers always remember our products and services.

First, internal form:

Design: The space, interior decoration, and style of the Graph are separate andexclusive.

Product: This is an important factor to attract customers and gain their trust The menuwill emphasize products that are suitable for customers' needs; not only that, but it will alsohave a unique flavour that customers won't soon forget.

Service: A product always comes with service If the product is of good quality but theservice attitude of the staff is not good, it will partly make a bad impression on customers.Not only the attitude of the staff, but also the services such as promotions, customer support,space to enjoy, appropriate music, With good service, customers will definitely come back.Next, external form:

Promoting involves distributing flyers, as this is the simplest and least expensiveform.

Promoting on social networks The number of people interacting on the Internet isvery large Every minute that goes by, thousands of people access the Internet So we can takeadvantage of this opportunity to promote Build a separate fan page for the Graph to updateall information about the Graph, connect customers, introduce products and services, getfeedback, promote images and brands, etc We can consider the fan page a forum to exchangeideas with customers All feedback from users is published on the fan page That feedbackcan help us rethink the way we do business In addition, we can search for a reputable unit inthe field of online marketing and then propose a marketing plan so that the promotion of theGraph will be smoother and bring the Graph's information to many customer segments.

Offer promotions on the opening day or set up membership cards for loyal customersto connect and create good relationships with customers.

Marketing mix: 4PProduct:

Coffee: traditional coffee and brewed coffeeTea: herbal tea, cooling tea

Types of crushed iceMain fast foods:

Pastries: tiramisu, donuts, flan.

Types of bread: croissant, sandwich, memory toast.Meeting room: 3 rooms for 5 to 15 people.Price:

To price a product, Graph Coffee is based on the standard of raw materials spent for theproduct according to the formula:

Product selling price = Cost of raw materials / Percentage of food costIn there:

The cost of raw materials is the total cost of the dosage of the raw materials that make up theproduct.

The food cost percentage is the percentage of the raw material value in the selling price thatthe business owner wants Typically, the percentage of food costs ranges from 25 to 55%, andGraph Coffee will take a food cost percentage of 28% for the model of the restaurant.The price of Graph Coffee's drinks and food will range from 25.000 to 45,000 VND.Meeting room price: from 79k-99k/hour/room

Place:

Located on Nam Ky Khoi Nghia streets where many universities and colleges are located,this location is very convenient for attracting many potential customers, and this is a bigroute, so there will be many customer segments.

3 Financial plan, estimate profitability (Oanh)

A basic financial plan for a coffee shopStart-up costs:

The start-up costs for a coffee shop can vary widely depending on location, size, and the typeof equipment need Here are some of the major expenses should consider:

Rent for the spaceRenovation costs

Inventory (e.g., coffee beans, milk, syrups, cups, etc.)Staffing costs

Legal fees and licensesMarketing and advertisingRevenue:

Revenue will come primarily from the sale of coffee and other beverages, as well as fooditems Here are some key considerations when estimating revenue:

Menu and pricing strategyLocation and foot traffic

The level of competition in areaMarketing and advertising effortsThe quality of products and serviceExpenses:

Have a variety of ongoing expenses to operate your coffee shop Here are some of the majorcategories:

Negotiate favorable payment terms with your suppliersOffer incentives for customers to pay with cash (e.g., discounts)Keep an eye on inventory levels to avoid waste and spoilage

Overall, a successful coffee shop will require a lot of planning and hard work By carefullyconsidering start-up costs, revenue, expenses, profit margins, and cash flow, can increasechances of success.

Here are the detailed numbers on financial planning and profitability estimates:• Cost of space rental:

Rent for opening a cafe in FPT urban area 150m2 2 floors: about 20 million/month

Deposit 3 months, rent will be 60 million VND• Cost of construction and design of the cafe:Design cost: 2-3 million VND

Construction cost: 50 million VND

Investment capital for facilities: 150 million VND

• Depreciation of fixed assets: When investing in construction and facilities They will havean expiration date, getting old over time Normally, the cafe will be depreciated over 3 years.If you rent the premises for a period of 5 years, you will need to spend an additional 30% ofthe initial investment cost to improve the beauty of the shop.

Thus, the cost of construction and purchase of facilities is about VND 200 million, amortizedover 3 years Then, each month, the depreciation expense of fixed assets will be VND5,555,555

• Cost of purchasing sales management software: 5 million VNDMinimum total costs required to open a coffee shop:

Cost of space rental 20.000.000đ

Investment capital for facilities : 150.000.000đ

Cost of purchasing sales management software: 5.000.0000đ

• Coffee shop operating costs:

Cost of hiring staff to operate the coffee shop 1 shift = full time

2 shifts 8 hours/shift3 shifts 5 hours/shift

Position QuantifyStaff/shift

Cost of electricity, water, internet coffee shop

The cost of electricity, water, internet, and garbage is about 5 million VND per month.Marketing and customer promotion expenses: 5 million VND

Employee salary costs: 65.100.000đ

Electricity, water and internet costs: 5.000.000đ

Marketing costs: 5.000.000đ

Cost of purchasing raw materials

Cost of raw materials must not exceed 30% of revenue:20 million

How to calculate breakeven revenue, breakeven number of customersBreak-even revenue:

Break-even revenue = Administrative expenses/ (100%-28%)

Administration cost = Cost of premises + Salary cost + Electricity, water, internet cost + Marketing cost + Other expenses = 95,100,000 VND

Break-even revenue = 132,083,000 VND

132,083,000 VND

Break-even number of customers:

Break-even volume = Break-even revenue/Average selling priceAverage selling price = 26,108 VND

Breakeven volume = 169 people/day (1 month 30 days)

4 Operational areas, equipment and staffing (Nhi)a) Location:

Choose a location on Nam Ky Khoi Nghia street Located in FPT urban area and in themiddle of university villages, in addition, this is a wide road, with many students traveling.Large land, crowded people Easy to develop later.

b) Design (restaurant, logo, menu items (foods and drinks), …)

Instrument name: Graph , in mathematics graph is a straight line connected by points.Contact the map of the place where the shop has chosen as a business location Take thepoints as universities, colleges can be connected together like a graph

The cafe's logo is inspired by a book and a cup of coffee, true to the coffeeshop's learning style Customers can just read a book, sip a cup of coffeeand enjoy a peaceful and professional space

The menu: designed in a minimalist style with beige, gray and browntones, suitable for the space and decoration of the restaurant.

Menu prices are set from low to high to make it easy for guests to choose

dishes and drinks that are suitable for their budget, in addition, the name of the dish isclearly printed with specific illustrations The outermost page of the menu includes therestaurant's name, logo, space and address The next pages are the names of the drinksand food available in the bar The last two pages contain the names of the combos and theprice of the meeting room Throughout the menu, the address and operating hours of the shop appear.

c) Space allocation and requirements

The space will be designed according to an open and spacious space to create comfort forcustomers The first floor is a place for customers to go individually or in groups from 2 to 1 person The second floor space is the meeting room for customers traveling in groupsof 5 to 15 people.

The main color tonesare beige, gray and brown, creating a warm and professional space In addition, the patterns on the walls, tables and chairs, cups are decorated with minimalism to ensure the aesthetics as well as not attract the attention of customers, they can focus on working Tables and chairs must be arranged far apart, to minimize noise as well as create privacy for guests In addition, at each table, there is an electrical outlet.

All staff are thoroughly trained on how to serve, prepare, and behave towards customersand must always follow the restaurant's rules.

Staff uniforms must have colors that match the main color tone of the shop There is aname plate and the logo of the shop on the right corner of the shirt Employees must tietheir hair neatly and do not wear slippers when entering a shift.

5 Event sales (Trâm)Grand Opening:

Offers for newly opened shops:

Running a promotion program at the opening time, buy 1 get 1 free program, but thegift product is limited to only 3 items for customers to choose from The program applies tothe first 3 days of the shop's opening Conditions to buy 1 get 1 free, you must check in anyspace of the shop, then tag the restaurant's name on social networks and give it to the cashierto check receive order.

This is also a familiar method, which works well in creating sympathy with new customers.When the shop is operating stably:

Decor design seasonal and major holiday limited menus

To create a new space for the shop, on holidays of the year or seasonal, we will choose acorner to set up again so that you can come and check-in Create newness and curiosity incustomers when coming to the shop.

Drinks will also be added to the menu of summer or winter drinks and bar space, updatingthem on big events will positively resonate with customer psychology, making them paymore attention and enhance the quality of the experience.

In addition, changing the restaurant's decor and adding limited drinks only for the season orholiday is also a delicious-healthy-cheap way to help your shop get natural word-of-mouthmarketing.

Combine online sales:

Using technology applications will help people learn about the shop easily and naturally withjust a few touches of the screen Selling on the platforms shopee food, baemin, grab…

Create a combo product package:

This is one of the most popular ways to make a cafe crowded with customers, subtly affectingthe price aspect and the psychology of shoppers.

Bundle or bundle pricing will need to be cheaper than the total price of the individualproducts added together Thus, customers when comparing will be interested because thecombo price is better, willing to buy many products instead of 1 product as planned,increasing the average revenue rate.

Some common examples can be mentioned as a discount program when ordering 5 cups ormore, or free size up / free shipping when buying 3 cups, etc.

Offers by time frame

Understanding the nature of the familiar customer file – like office workers or students –creating a discount program only for the time frame like 7 am-9 am, 12pm-13 pm or 5pm-19pm will bring quick results fast.

Build trust - Long-term commitmentMembership card- Points card

Normally, customers who own this type of card will enjoy special, even exclusive offerscompared to regular visitors.