Documente Academic
Documente Profesional
Documente Cultură
Introduction
Discussion
Literature Review
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Introduction
Literature Review
Discussion
Since 2012, Vietnam has become the worlds leading coffee exporter
2000
13.00%
Present
50.00%
50.00%
Source: AFP
Introduction
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2.5
2 1.5 1 0.5
0
2005 2006 2007 2008 2009 2010 2011 First 9 months of 2012
Revenue from coffee exporting over years Source: General Department of Vietnam Customs
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Introduction
Literature Review
Discussion
Why have we chosen to open a coffee shop but not another type of business?
Low initial investments Low price pressure from the suppliers Popularity of coffee shops to teenagers
Introduction
Literature Review
Discussion
Introduction
Literature Review
Discussion
Saigonese
Coffee
Introduction
Literature Review
Discussion
Already have place to carry out this proposal: 196 Su Van Hanh Street, Dist. 5, HCMC
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Small-size Big size, beautiful view high price. Some coffee shops have bad employees behavior to customers.
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Name Type of business Slogan Location Phone number Email address Facebook Open Hours Planning Opening date
Les Saison Caf Coffee shop Enjoy the flavors of seasons! 196 Su Van Hanh, Dist. 5, Ho Chi Minh City. (+84) 3 848 762 (+84) 934 008 803 lessaisonscafe@gmail.com Les Saisons or Les Saisons Page 9:00 A.M 11:00 P.M 29.10.2013
Area
120m2
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Introduction
Literature Review
Discussion
- Become an attractive destination for not only young customers (teenagers, couples) but also for families or business persons. - Be the best place for entertainment with variety of activities, for delicious drinks at affordable price level. - Expand our business to other domestic regions and even be highlyreputed brand name to other countries.
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Introduction
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Delivering delicious drinks at acceptable price level, Creating friendly environment for customers, Helping customers feel comfortable as they are at home, Listening to and understanding what customers really want, Non-stopped improvements in services quality, Qualified and well-training employees.
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Introduction
Literature Review
Discussion
Competitive advantage grows out of value a firm is able to create for its buyers that exceeds the firm's cost of creating it
Michael Porter, Competitive Advantage, 1985, p.3
COMPETITIVE ADVANTAGE Lower Cost Differentiation
1. Cost Leadership
2. Differentiation
Introduction
Literature Review
Discussion
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Introduction
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Introduction
Literature Review
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Marketing mix is originating from a single P (price) at the very beginning and then it has been developed into other three Ps which are product, promotion and place.
Net Present Value (NPV) of time series of cash flows is the difference between the Present value of total cash flows in the future and the initial investment. Payback period is the length of time before you recover your initial investment.
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Introduction
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Discussion
Suppliers (Low)
Buyers (high)
Substitutes (Medium)
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Introduction
Literature Review
Discussion
Weaknesses Budget Market share Management Scope limit Changing taste of customers
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Introduction
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Coffee
Soda Iceblended
Icecream
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Introduction
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Chocolate making
Autumn Room
Summer Room
Pottery crafting
Ice-cream making
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Main competitive advantages: - Variety of services - Highly-visible and spacious location - Low ingredients costs (coffee) and low price level - Limited business scope
Product
Price
Place
Promotion
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Introduction
Literature Review
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Main customer segment: young customers (15-30 year-old) Main characteristics of drinks and services: change-to-adapt
Product
Price
Place
Promotion
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We commit that the price level will not change over 10% of last price at least in the first two years of operation.
Product
Price
Place
Promotion
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- Business-to-customer (B2C): selling and providing products and services directly to customers at the address: 196 Su Van Hanh, Dist. 5, HCMC - After recovering investments and gaining some profits:
Product
Price
Place
Promotion
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Introduction
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https://www.facebook.com/man.pham.58152?ref=tn_tnmn#
Product
Price
Place
Promotion 25
Introduction
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Initially estimated budget: VND 600 million Operating expenses: about VND531 million/year Labor cost: VND40,5 million/month Allocated expenses: VND5 million/month Projected sales growth rate: First year: 5%/year Second year: 10%/year Third year: 15%/year Fourth year: 20%/year Fifth year: -4%/year Average price: VND35,000 Average cost per cup: VND10,000 VND15,000
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New air, new chance and new profit. Contact us at: lessaisonscafe@gmail.com or by telephone number: (+084)934-008-803
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Cuong, K. (2013, March 14). VnExpress - Tin nhanh Viet Nam. Retrieved from VnExpress: http://vnexpress.net/gl/kinh-doanh/2013/03/moinguoi-viet-dung-1-15-kg-ca-phe-trong-nam/ E.Porter, M. (January 2008). The Five Competitive Forces Shape Strategies. Harvard University Review. Goi, C. L. (May 2009). A Review of Marketing Mix: 4Ps or more? International Journal of Marketing, 1-5. Horton, J. (2012). Understanding the 4Ps of marketing. Florida State University College of Business. Huong, N. T., & Quan, T. Q. (2012). Vietnam - Coffee Annual - 2012 Coffee Annual. USDA Foreign Agricultural Service. Viettrade. (2012, October 24). Vietnam Trade Promotion Agency. Retrieved from Vietnam Trade Promotion Agency: http://www.vietrade.gov.vn/en/index.php?option=com_content&view=art icle&id=1619:vietnams-coffee-products-export-in-first-9-months-of2012&catid=270:vietnam-industry-news&Itemid=232
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