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 been many companies and businesses that have become successful and famous thanks to focusing

on market research activities And for Graph Coffee too, defining the market to come up with the right kind of business for us is of the utmost importance First, about the market: Most of the cafes with study space are located in the city center Some existing shops are: Kokoro, I Coffee…

These shops are located at regional universities in the city center The FPT urban area is not yet available, but this is an area with great potential to operate this type of coffee because

it is surrounded by universities

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

About the customer file, after surveying the market and knowing their needs The main customers of the first graph are students, students, and lecturers of universities such as FPT University, F School, universities, colleges of tourism, colleges of Vietnam, schools of medicine 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 is committed to quality with clean, standard, tasteful, and delicious glasses of water, creating excitement and bringing positive energy to the audience Complying with the law, all business activities of the store are aimed at common interests, bringing practical values to promote 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 best experience 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 teas and 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 the feedbacks 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 of the shop; the important thing is still the taste of the products that we sell That's why our team will absorb as well as research and come up with a complete menu and bring flavors to suit the needs of customers

d) Financial and capital forecasting:

Total existing finance is $500 million

The total capital for construction, design, and purchase of equipment is 300 million VND

2 Marketing Analysis and Marketing Plan (Vy)

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

Space:

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:

Strengths:

The central location of universities should attract customers who are students Scale and business objectives in line with customer needs

Operates exclusively and is not dependent on any brand related to the franchise

Low price, suitable for student needs

A safe and loyal source of materials

Weaknesses:

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 new customer segments, and position the brand

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

Threats:

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

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 people remember 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 as social 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 and exclusive

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

Service: A product always comes with service If the product is of good quality but the service 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 expensive form

Promoting on social networks The number of people interacting on the Internet is very large Every minute that goes by, thousands of people access the Internet So we can take advantage of this opportunity to promote Build a separate fan page for the Graph to update all information about the Graph, connect customers, introduce products and services, get feedback, promote images and brands, etc We can consider the fan page a forum to exchange ideas with customers All feedback from users is published on the fan page That feedback can help us rethink the way we do business In addition, we can search for a reputable unit in the field of online marketing and then propose a marketing plan so that the promotion of the Graph 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 customers

to connect and create good relationships with customers

Marketing mix: 4P

Product:

Coffee: traditional coffee and brewed coffee

Tea: herbal tea, cooling tea

Types of crushed ice

Main 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 the product according to the formula:

Product selling price = Cost of raw materials / Percentage of food cost

In there:

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

The food cost percentage is the percentage of the raw material value in the selling price that the business owner wants Typically, the percentage of food costs ranges from 25 to 55%, and Graph 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 big route, so there will be many customer segments

Promotion:

Set up a Graph Coffee fan page and promote it on social networks to reach more customer segments

The decor of the space has a highlight such as a "selfie corner" according to spring, summer, autumn, and winter

Offer promotions on the opening day, set up a membership card to create a close relationship with customers, and treat them as members of Graph Coffee

3 Financial plan, estimate profitability (Oanh)

A basic financial plan for a coffee shop

Start-up costs:

The start-up costs for a coffee shop can vary widely depending on location, size, and the type

of equipment need Here are some of the major expenses should consider:

Rent for the space

Renovation costs

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

Staffing costs

Legal fees and licenses

Marketing and advertising

Revenue:

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

Menu and pricing strategy

Location and foot traffic

The level of competition in area

Marketing and advertising efforts

The quality of products and service

Expenses:

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

Rent

Payroll (including taxes, benefits, and bonuses)

Inventory and supplies

Utilities (e.g., electricity, water, gas)

Insurance

Marketing and advertising

Profit margins:

Profit margins will depend on a variety of factors, including revenue, expenses, and the size

of business Generally, coffee shops have a profit margin of around 10-15%

Cash flow:

Cash flow is crucial to the success of any business.Will need to ensure that have enough cash

to cover expenses and pay bills on time Here are some tips to help manage cash flow:

Negotiate favorable payment terms with your suppliers

Offer 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 carefully considering start-up costs, revenue, expenses, profit margins, and cash flow, can increase chances 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:

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 have

an 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% of the initial investment cost to improve the beauty of the shop

Thus, the cost of construction and purchase of facilities is about VND 200 million, amortized over 3 years Then, each month, the depreciation expense of fixed assets will be VND 5,555,555

• Cost of purchasing sales management software: 5 million VND

Minimum 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/shift

3 shifts 5 hours/shift

Position Quantify

Staff/shift

Salary Total/month

Manager 1/1 shift 25.000đ/h 11.250.000 đ

Bartender 4/2 shift 20.000đ/h 19.200.000 đ

Cashier 3/3 shift 17.000đ/h 13.500.000 đ

Staff 6/3 shift 15.000đ/h 13.500.000 đ

65.100.000đ/mont

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 customers

Break-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 price

Average 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 the middle 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 the points 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 coffee

shop's learning style Customers can just read a book, sip a cup of coffee

and enjoy a peaceful and professional space

The menu: designed in a minimalist style with beige, gray and brown

tones, 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 is clearly printed with specific illustrations The outermost page of the menu includes the restaurant's name, logo, space and address The next pages are the names of the drinks and food available in the bar The last two pages contain the names of the combos and the price 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 for customers 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 groups

of 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