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Posted: May 12th, 2023
Consumption of Coffee and Dessert Possibly more dessert could be added in the future in Asia is highly intense in large cities such as Bangkok, Singapore, Tokyo, Shanghai and Seoul. Likewise in the developing country such as Cambodia and Laos these culture seems to expand not counting the fact that ASEAN community is establishing in 2015.
In recent times coffee attract middle class and urban consumers. This is just because originally coffee is considered as a Western concept to most Asian consumers.
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While retailing a dessert product is a common practise or familiar for nowadays, a lot of small dessert shop has been set up in every corner of the high street with their own characteristic and recipe. While, in our business we are trying to make it different in the way that our product are more tempting for costumer to consume where is still rarely used in our target location in term of appearance and pricing.
Our product that we provide is suitable to be enjoyed by all people including children, and will be advertised as Eco-Café as all organic natural ingredients will be used
Our Cafe will embrace to its vision of being a very new idea with an old fashioned way feeling in order to become one of the best Cafe Shanghai.
http://www.wongnai.com/photos/f0a00b0b85594d6da0e10936d6206089/l-after-you-dessert-cafe-j-avenue.jpg
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Name And Location:
The name of the Company will be Le Cof-Cream .It will be a High class café offering drinks and dessert in an affordable price to everyone.
2.1 Company ownership
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Le Cof-Cream will be owned by Kongkitti Pradit and His potential Partner as sole proprietorship
This Café will be located in Shanghai , China, Times Square (One of the tallest skyscraper shopping mall in Asian) In this mall already exist some others facilities such as parking area, other shops (bookstore, minimart) restaurant etc. Moreover there are another kind of stands like burger stand, toast stand, accessories etc. This site is designed for the trade, so it is very strategic and suitable location in the selection to run our business.
2.3 Strengthens
– A very unique Cafe with diverse way of serving which is still rarely use in other enterprise here.
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– Use high quality product with natural organic ingredient
– Affordable price
2.4 Weaknesses
-The business might be competitive in the future
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Human recourses:
Once we are well organised, we are hiring up to 8 additional staff members to help with counter orders, serving, and possibly baking. We will host free cake days where we will have consumers enter their names in a drawing to win a free bakery desserts. .
1.1 Objectives
Sales approaching and surpassing £200k by the end of the first year.
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Targeting and maintaining a net profit of at least 14% by the second year.
To cultivate monthly sales to reach £30k by the end of the fourth month of operation, and £25k monthly by the end of the first year of operation.
Mission Statement and Product
Our mission at Le Cof-Cream is to serve a wide variety of homemade desserts. It will be a fantastic place to indulge in the finest Coffee, tea, freshly baked cakes, Tokyo toast, ice-cream and other dessert. The mission is to provide our customers with a many different kind of Organic Coffee and desserts in order enjoy in with family and friend during free time The creation will provide a “complete, high-quality” Cafe experience for those searching for something that is affordable with superb quality.
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Vision Statement
Our vision is to become renowned globally as one of the supreme Cafe in Shanghai. Within the first day of opening we plan on making an open ceremony where we invited many celebrities to the event offering a private (invite-only party) where they can come and enjoy the free product. Our goal is simple yet fascinating, we will provide a completely classy, sensual, yet casual tea time experience for the many Shanghai resident as well as visitors around the world.
1.3 Keys to success
1.We are one of the first business which is marketing this kind of Coffee and Dessert based on its ingredient and the way how we serve it to the costumer.
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2. The business will be located in the Time Square, the place is usually visited by students, middle to high class for they relax or where they seek pleasure for a moment after work and school.
3Time Square is also a strategic place as the building itself is in the conjunction with other office building.
4. Pretty Dessert will attach lots of female costumer
3.In additional to Coffee Product we will include, tea, Shibuya Toast, cake, Kaya toast ice-cream and other dessert which made from natural materials and are closable by different kinds of delicious toping.
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4. Weather in Shanghai is clearly the advantage as the temperature is not too cold. Therefore it would be something quite profitable for the sale of our products.
The Market
The primary target market is Men and Women ages between 16 – 40 and the secondary market consists people age of 50- 60 living in Shanghai and around the world.
Industry analysis:
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Asian did not consume coffee due to its potential health value or in terms of modern medical data. Somewhat, it has been consumed until now because of the interest with western culture has been spreading in the past few ten years. However the coffee culture is getting well known in China nowadays. Consumers are more exposed to Western influences and tend to look up to Western lifestyles. It is reported that businessmen from Hong Kong ,Taiwan and Thailand represent 30% of customers at bound cafes such as Starbucks. The add up volume of sale of coffee in China has been growing up 90percent during the year 1998 and 2003, to 6,504.5 tones.
In reference to Sprcoffee.com (2010) there are about approximately 200 million prospective coffee consumers in China, which would possibly put the country on the same level with the major coffee consumer. Since ,The coffee market is growing by 30% annually. On the other hand, consumption of coffee worldwide is now growing at an rate of only 2% yearly. In the upcoming future China has the latency of becoming a huge coffee-consuming country. As a consequence, the coffee industry and coffee shop operation represent highly promising blue sea business areas. This show that The China Coffee Market has endless Potential thus, China will play a pivotal role in the world coffee industry’s future strategies.
Marketing Plan
Our marketing strategy will be reaching out to local customers through fliers, newspaper advertisements, word of mouth, Magazines , special holiday promotions and networking .
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In addition , Saturday Market event that is hosted on popular Fridays in downtown of Shanghai as part of the word of mouth through consumers. We will host free taste testing events at theMall which will get the community involved to spread the word about Le Cof-Cream’s Cafe. If there are enough space, The Coffee Club will provides some high quality product at a competitive price in a Drive-thru environment that will saves customers’ time, and the Clubs will close to shopping facilities and office buildings, they will located on high traffic commuter routes which can catch more customers going to or from work. Also, some advertising and promotion video will put near the Drive-thru, and during customer waiting time, they can watch it.
Start-up company
The starting up front cost will be approximate £50K which will include facility construction such as counter, inventory, kitchen other equipment, renting and also other expenses relating to start-up business. The table below will explain more detail information regarding business asset, expenses, investment, and also liabilities (loan).
Start Up requirement:
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Consultant
£500
Insurance
£1000
Furnishing
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£10k
Expense equipment
£30k
Total
£41500
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Start-up Asset:
Cash require
£8500
Total
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£50k
Competitor analysis
The Le Cof-Cream is facing tough competition from international. As there are about 200 Coffee shops has already been opened in Shanghai, as of that 100 of them are Starbucks which is apparently one of the most popular Fran-shine in China. Starbuck was firstly open in 1999, as now there about 500 Starbucks shops opened in China and its main target is to open another additional 1000 store countrywide.
4.0 Product description
A major product that we sell is an ice cream with basic ingredient of potato and soy milk. We serve it more interesting, this ice cream will be placed in a bowl after that we topped it with many types of topping that costumer can choose 4 kind of this topping by themselves according to their tastes.
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The kinds of toping like fresh fruit such as strawberries, mango, lychee, kiwi, raspberries. And also another kind of toping such as coconut jelly, peanuts, chocolate chips, wafers, chocolate candy, dry dates, colorful sprinkles and many more.
And for the finishing touch we poured it with many kind of flavor syrup or liquid milk according to costumer order.
PRODUCT
4.1 Sourcing
The Le Cof-Cream café is protected by federal trademark laws. Our Cafe will purchase its ingredient product from Natural Health Products Asianna co. And for the inventory that we needed will buy from China food machinery supplier called Euroasia Food equipments located in Shanghai. The cafe will obtain significant discounts from artists and artisans participating in the manufacture of signature pieces of dinnerware, furniture, lighting, and sculpture to be featured at Le Cof-Cream.
4.2 Future product
We are planing to multiply the kinds of toping and also do product development in increasing the number of types of ice cream, providing a more creative way, so that our companies stay competitive from time to time.
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6.0 Strategy and implementation summary
Ice Cream Island plans to grow slowly in a period of one year, to be able to develop products in terms types of ice cream, and also other kinds of desserts.
6.1 Marketing strategy
Ice cream island overall strategy will be to create an image of ice cream with high quality which is made by natural ingredient. The business will be held in the traffic area of UUM campus, costumer will be getting an advertisement through fliers and also from grand opening of this ice dream island.
6.1.1 Pricing strategy:
Ice cream
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• Medium : RM3.00
• Large : RM4.00
Soft drinks
• Depending on the price of capital. We will take advantage of 20% from its basic price.
Snacks
• Depending on the price of capital. We will take advantage of 20% from its basic price.
¶ Product will be sold on cash basis only
6.1.2 Promotion strategy
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– Costumer will be know about our business through fliers
– Ice cream island will be give a coupon that will give the benefit to costumer which is they can get free one of ice cream if they have purchased our products ten times.
– Promoting product for an introductory price when grand opening.
6.1.3 Distribution Strategy
The product will be selling on the spot to the costumer at our stand in varsitymall UUM
6.2 Sales strategy
Sales strategy will be directly linked to the marketing programs since all sales will be through the business facility only
6.2.1 Sales forecast
Consumer sales will start in January 2011 (or sooner if the construction completed before target date). Sales forecast for the first six months will be shown on the diagram below. As we noted that the primary sales will be held during peak warm weather.
Sales monthly
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7.0 Management and organizational structure
7.1 Profile Enterprise
Enterprise name : Ice Cream Island
Owner : Nurul Hidayah
Registration number : On progress
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Business own as : Sole proprietorship
Types of business : Ice cream (dissert) retail
Bank : Bank Islam Malaysia Bhd
7.2 Organizational
chart
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7.3 Business need assessment
Ms. Haslinda will serve as consultant on volunteer basis. She already experience about food stand retail in Alor Star since 2005 she handling about the marketing and the food chain on her business and also familiar with this kind of business aspect and management. She also will advise us about the designed for our business stand/lot. And also will landscaping the layout and business marketing to our business.
7.4 Work mechanism and shop layout
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¶ We also make 5 of guest table to make our costumer more confortable
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