FACULTY OF FOREIGN LANGUAGESSubject: PRINCIPLES OF MANAGEMENT

Lecturer: Dao Duc TuyenGroup:Tran Van Anh 12128900Cao Ky Bao Tran 13128170Tran Thi My Trinh 13128176Bui Duy Khang 13128053Bui Thanh Hung 11128040Pham Thi Dung 11128000

Mission Statement

“Our mission is to provide a friendly, comfortable atmosphere where the customers can receive the quality foods, drinks, and services at a reasonable price. Moreover, we also provide healthy recreation environment where the students can get knowledge through English services”

SITUATIONAL ANALYSIS

SITUATIONAL ANALYSIS ALSO INCLUDES:• PROJECT AT GLANCE• MARKET NEEDS• SWOT ANALYSIS• KEY TO SUCCESS

Project at glanceThe shop’s name: FriendshipProducts: coffee, tea Capacity: 200 cups/day

Raw material: coffee beans, milk , sugar, cream, ice-cream, chocolate, matcha, tea…

Labors: 5

Location: Kiosque in National university

Market needsConvenience: the area of coffee shop is convenient for potential

customers because it is near the college area. Moreover, the coffee shop often open the English exchanges with native speakers and teacher of English language.

Customer services : serving the customers with superior attention is what the employees are trained to provide. Besides,we also provide many good books.

Competitive pricing : the price of coffee is quite cheaper than the other coffee shop like Star Bucks or The Coffee House…

• Reasonable prices • Enthusiasm of youth• A recreation environment to get more knowledge...• Wide variety of coffee and drinks• A lot of home-made treats

• Start-up costs• New business• No reputation

• Diffference of pricing• Learn many skills or new experiences• Diverse target market...

• The fierce competition of other coffee shops• Business pressures

Key to success:

1. Convenience

2. Customer attention

3. Good price

Menu

GOAL 1:PROFITOBJECT 1: MARKETING

TASK 1: START MARKETING BEFORE OPENINGTASK 2:PRICE

OBJECTIVE 2: SERVICETASK 1:STAFFTASK 2: WIFI ACCESS

OBJECTIVE 3: QUALITY TASK 1 : SUPPLY

TASK 2 : MAKINGOBJECTIVE 3: DESIGN

TASK 1: LOCATIONTASK 2: DESIGN

GOAL 2: BUILDING THE BRAND OBJECT 1: DESIGNING AN ENGLISH SPEAKING CAFÉ MODEL

TASK 1: FACILITIES TASK 2: DELIVERING MEMBERSHIP CARDS,DISCOUNT COUPONS TASK 3: UPDATING INFORMATION

GOAL 1: PROFIT

MARKETING

SERVICE

QUALITY

DESIGN

Task 1: start marketing before opening MARKETING SERVICE

Quality Design

Task 1: start marketing before opening MARKETING SERVICE

Quality Design

Drop off free coffee to local businesses with a flyer that promotes opening day.

Task 1: start marketing before opening MARKETING SERVICE

Quality Design

Give away coffee samples at a few local events before opening.

Task 2: PRICEMARKETING SERVICE

Quality Design

EVALUATION: COMPETITIVE PRICE

MARKETING SERVICE

Quality Design

STRATEGY: Complementary Pricing

Complementary pricing is a strategy where you will be charged at a very low price, compared to your competitors, for a common item, while raising the price on other itemsEX: coffee and sandwich price

TASK 2: PRICE

MARKETING SERVICE

Quality Design

STRATEGY: Price Bundling

One pricing strategy popular in cafes is to bundle several items together

TASK 2: PRICE

MARKETING SERVICE

Quality Design

STRATEGY: Customer Loyalty Discounts

This strategy builds loyalty and repeat business by offering customers something for free or a discount

TASK 2: PRICE

MARKETING SERVICE

Quality DesignTASK 1: STAFF

Value system: FROTH• Friendly• Respect• Ownership• Teamwork• Honesty

MARKETING SERVICE

Quality DesignTASK 2: WIFI ACCESS

Coffee shops were probably one of the first businesses to offer WiFi to customers, because students or writers go to coffee shops to study or otherwise work on their laptops

Objective 3

Product Supply Making

MARKETING SERVICE

Quality Design

Company Logowww.themegallery.com

Product

Plan for purchase

Do purchase

Appraise purchase

Supply products

Plan for purchase

Research market,select supplier4

Ascertain Aims1

Ascertain Needs2

Ascertain Ways 3

Aims

Low expenses: Depend on•Competitive price•Suitable quantity

Quality:•Appropriate customers’liking•Not stagnating

Needs

Ascertain kinds of coffeeDepend on planning for selling to list kinds of coffee

Ascertain quantity=buy+surplus coffee in this month – surplus coffee in last month

Company Logowww.themegallery.com

• What is the way to buy?

– Signing the contract: Order from the large agent about detailed quantity, quality, kinds, time to buy

Select supplier/agentDiscount with large quantity buyingGood feedback from buyer

Fast delivery

High quality

Competitive prices

Sufficient kinds

Text

Do purchase

1

Purchaser• Careful• Pleasing

2

DeliveryStraight delivery fom agent

to coffee shop

3

Receiver • Check carefully coffee

situation, packs• Check directly bettween

two partners

Quantity

Expenses

Diminish

Speed

Time

Appraise purchase

Making

1Prepare good products

2Clear machine usually ,make sure machine doing well

3Makers use machine skillfully

Evaluation:1. Visibility2. Easy in & out access4. Cost

MARKETING SERVICE

QUALITY DesignTask1: Location

MARKETING SERVICE

QUALITY Design Task1: Location

Task 2: Design

Evaluation: A Clear Concept That Appeals to Your Target Audience

MARKETING SERVICE

QUALITY Design

Task 2: Design

My coffee shop will be designed to create atmosphere for easy English communication and drinks enjoying

MARKETING SERVICE

QUALITY Design

GOAL 2 : Building the brand of an English speaking cafe

Objective 1 : Designing the effective English cafe model

• Task 1 : Providing the facilities to support members in learning English

Tran is responsible for collecting English materials such as English books,dictionaries, novels,documents...

Criteria : 1st week/50 books,2nd week/150,4th week/300 Trinh’s responbility is to seek 2 micros,1 laptop,1 screen,1

projector and 1 guitar within 2 weeks.Criteria : These devices need to be brand new

• Task 2 : Making membership cards and drinks discount coupons for active members in the first period of time. Responsible person : Khang Duration : 1 week Criteria : 200 membership cards and 100 discount coupons

for the first 100 people who join the club.

• Task 3:Updating information of the club frequently by posting it on website or Facebook. Writing the description and announcement about the main activities of the club. Responsible person : Hung Criteria : News are updated exactly and weekly , deadline is

each 4 days before the next meeting happening

Objective 2 :Creating an English professional environment for students.

Task 1 : Inviting some teachers and specialized foreigners, using proficient English to lecture and inspire members.

• The responsible person: Trinh Duration: 1 week.

• Task 2 : Recruiting, training more volunteers and administrators to change the face as well as the quality of the club.

• Task 3 : Training staffs who are willing to talk, communicate with customers by English.