Dessert is the favorite of many little girls. With the arrival of summer and hot weather, ice cream and juice products have become popular.
First, the purpose of starting a business
Business objective: to establish the first professional dessert shop in Taizhou College of Nanjing Normal University, and its business scope is Chinese and Western desserts. Types include ice cream cake, ice cream, ice cream biscuit, shaved ice, syrup, soup (dew), porridge, fruit juice, flavored dairy products, pudding, medicated diet nourishing stew, herbal tea turtle paste, Chinese conservative snacks and so on.
Business tenet: sweet, healthy and fashionable.
Second, the market and competition analysis
Market introduction: Taizhou College of Nanjing Normal University is a very young school, which was established just over 2 years ago. At present, there is a lack of a dessert shop that can be managed systematically in the school. The planned sweet dessert shop just fills such a gap.
Market competition analysis: Taizhou College of Nanjing Normal University is a young school. School facilities are improving, resources are exhausted, students' consumption environment is even more worrying, and food problems need to be dealt with urgently. Our service tenet can overcome the above difficulties, meet the needs of target consumers and cut into this market quickly, and our business philosophy can hold up our sky. Only after fire analysis can this market be opened. Xintian specializes in desserts and insists on brand differentiation and humanized management. Establish and expand popularity and good reputation by moistening things silently, so that consumers can love me and buy me from the beginning when they see me.
Target customers: Some people mistakenly think that girls like sweets more than boys, but it is actually wrong. In fact, there is no gender difference in taste preference, and many boys also like desserts. In order to stay slim or lose weight, many girls often regard eating sweets as a double blow. And now consumers are becoming more and more wise. So the target customers of dessert are all students.
Third, the characteristics of products and services.
Professional raw materials, more worry-free: Xintian has established cooperation with regional suppliers of raw materials such as drinking water and dairy products of well-known brands, and marked the ordering area and various promotional goods in Xintian Store. From the point of view that raw material suppliers can be trusted, it gives customers a feeling that food safety can be guaranteed.
Rich varieties, many choices: difficult to adjust. Sweetheart should try her best to make dessert taste suitable for all kinds of customers. Many styles of desserts are available for all kinds of customers to choose from.
Comprehensive nutrition, healthier: In addition to the general ice dessert, there are also medicated diet nourishing stews, herbal tea and turtle paste popular in some parts of southern China. The price list lists the nourishing ingredients, nourishing effects and indications of each dessert, so that customers can choose according to their needs. A dessert with low calorie and excellent beauty effect, specially designed for girls who love beauty. Eating dessert and keeping in good health not only do not conflict, but also nourish the skin through food supplement.
Standardize service and be more satisfied: Xintian employees are divided into four categories: management, dessert processing and manufacturing, ordering cashier and store cleaning. Uniforms that distinguish operations from services. Employees seek professional skills, unified use of Putonghua in service, strict service management norms and praise return visit mechanism, and strict monitoring and management.
Fourth, site selection analysis
Xintiandian is located on the first floor of the canteen of XX College of XX University, which can make full use of the tables and chairs in the canteen and accommodate more customers.
Verb (abbreviation of verb) personnel and management
Personnel: Every employee of Xintian must be professional, and everyone, including ordering cashier and store cleaning staff, must undergo strict training to ensure the standard operation during normal tasks. Managers should be equipped with 2 personnel managers and 2 enterprise managers, with bachelor degree or above, excellent professional quality and good practical operation ability; Dessert processing and production personnel should be equipped with 2 formulators and 6 processing operators, with college degree or above, excellent professional quality and good practical operation ability; There are a number of cashiers and shop cleaners, who are on duty after strict training. All employees must hold health certificates.
Management thought: The premise of excellent scientific management is to affirm and implement accurate and advanced management thought. We will adopt the management concept of people-oriented and team spirit. Pay attention to personal development, respect personal value, and coordinate with all functional departments to realize the local development of the restaurant, and complete1+1> The validity of 2.
Management philosophy
(1) Respect the independent personality of catering personnel.
(2) Lower level: the superior plans and manages the subordinate, and the subordinate should obey the work instructions of the superior and try his best to fulfill the obligations assigned by the superior.
(3) Mutual supervision: the management supervises the work of employees, and employees can also put forward their own views or opinions to their superiors.
(4) Create a collective atmosphere: it is necessary to make the dessert shop have a sense of belonging and discipline, but also care about employees, so that employees can feel the warmth from the collective, which is conducive to enhancing cohesion and improving work initiative.
(5) Fair treatment, equal treatment, from each according to his ability, and giving full play to his strengths.
Management Team: Investment is the business of management talents. We will establish a management team with direct technology and experience in various influential positions, and welcome all talents who are interested in pursuing the development of this dessert shop to join this dessert shop.
Management system: establish strict service management norms and complaint return visit mechanism, and strictly supervise and manage. Improve the employee code, assessment system and reward and punishment system.
Intransitive Verb Corporate Image
Media advertising: TV advertising or print media should be regarded as the most feasible publicity channel. Investigation shows that high-quality desserts can build a good brand image through complex TV advertisements or print media. In addition, when the school is reborn, leaflets will be distributed, publicity will be set up, and consultation will be accepted.
Image endorsement: make a lovely warm-hearted mascot, take cartoon modeling as the image endorsement, and express the sweet, healthy and fashionable corporate purpose from cartoon modeling.
Store layout: The dessert shop is clean and bright with bright windows. Infiltrate a sweet, healthy and fashionable corporate civilization. According to different dessert varieties, use various special dishes. The dishes are elegant and exquisite, which makes customers feel comfortable looking at the tableware.
Seven, promotion decision
Gourmet Manual: Develop a delicious, healthy and fashionable food manual. This paper introduces the famous snacks, the latest gourmet desserts, and the latest formulas of nourishing, beautifying and medicated diet in China. This manual is revised once a year and put in the shop for customers to read. Festive activities: Organize outdoor theme activities on campus or outside the store in severe festivals such as New Year, Dragon Boat Festival, Mid-Autumn Festival, Christmas Day and Valentine's Day in the West, aiming at enhancing consumers' impression of warm-hearted products. Participants will be rewarded by distributing loose-leaf advertisements for express delivery, answering questions about product knowledge and organizing small-scale performances. Prizes include small gifts printed with sweet cartoon patterns, coupons and coupons for the latest products, and each activity costs about 1000 ~ 2000 yuan.
Wishing tree: there are two wishing trees in the store, and you can get a wishing card for consumption. You can hang a written wish card on the wishing tree. On the first Sunday of every month, the clerk will collect wish cards, and select the hope that the realization process will cost no more than 300 yuan's through lottery to help customers realize it.
There are always all kinds of small gifts in the shop, such as sweet cartoon balloons, cards and so on. Customers who spend all of 60 yuan at one time will be given a cartoon card, and a set of three cards will be given a 6-inch ice cream cake. Customers can also buy discount cards. For each 9 yuan, the cardholder can always enjoy buying any goods in the store except new products and special prices. 20% discount Relying on excellent quality and sensitive promotion skills to win a stable customer base.
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