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I HC QUC GIA TP.HCM TRNG I HC BCH KHOA

BO CO BI TP LN QUN TR KINH DOANH CHO K S

TI: LP K HOCH KINH DOANH QUN PET COFFEE

Ging vin: TS. NGUYN THANH HNG

THNH VIN NHM 6: Trn o Long 41101923 Nguyn Quc Huy 41101365 Nguyn Gia Hng 41101478 Nguyn Hi ng 41100784

Hunh Anh Pht 41102490

Nguyn Qu Ton 41103699

TP H Ch Minh ngy 5 thng 6 nm 2015

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MC LC

PHN 1: M T D N: ............................................................................................................. 3

I. Mc ch kinh doanh: .......................................................................................................... 3

II. Tm tt s lc v d n: .................................................................................................... 3

1) S cn thit ca d n: ..................................................................................................... 3

2) Mc tiu ca d n: .......................................................................................................... 3

III. M hnh tng th ca d n: ............................................................................................. 3

1) Khu vn cy: .................................................................................................................. 4

2) Khu bn ngi xung quanh vn cy: ............................................................................... 4

3) Khu ch bin m thc: ..................................................................................................... 4

4) Khu xe: ........................................................................................................................ 4

PHN 2: PHN TCH TH TRNG .......................................................................................... 4

I. Phn loi khch hng: .......................................................................................................... 4

II. Nghin cu th trng: ......................................................................................................... 5

1) Nhu cu th trng: .......................................................................................................... 5

2) Tnh hnh cnh tranh: ....................................................................................................... 5

3) i tc nh cung cp: .................................................................................................... 5

PHN 3: CHIN LC MARKETING ....................................................................................... 6

I. Chin lc v sn phm: ...................................................................................................... 6

II. Chin lc v gi ................................................................................................................. 6

III. Chin lc v truyn thng: ............................................................................................. 7

1. Mc tiu truyn thng: ..................................................................................................... 7

2. Qung co:........................................................................................................................ 7

3. Quan h cng chng: ........................................................................................................ 7

PHN 4: T CHC NHN S .................................................................................................... 8

PHN 5: K HOCH TI CHNH ............................................................................................... 9

PHN 6: TRCH NHIM X HI V O C KINH DOANH ....................................... 10

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PHN 1: M T D N:

I. Mc ch kinh doanh: Ngy nay, trong iu kin kinh t pht trin, i sng ngi dn ngy cng c cithin,

t con ngi cng cng ch n nhu cu vui chi gii tr hn.Hin nay hot ng kinh

doanh dch vcafe mc ln nh nm sau ma. Khng ai ph nhn nhng li ch m dch vny

mang li. Tuy nhin cn ci tin dch v trn phc v tt hn nhu cu ngy mt cao ca con

ngi. Khch hng ch yu l i tng thanh nin, hc sinh, sinh vin. V vy nhm quyt nh

chn lnh vc kinh doanh l: Pet Coffee.

II. Tm tt s lc v d n:

1) S cn thit ca d n:

TP H Ch Minh, khng gian dnh cho th nui, ngoi nh ch ra, hu nh l rt t.

Hin ti cng c mt vi ca hng caf dnh cho ngi yu thch th cng nhng t ngi bit

n v ch l nhng ngi yu th gp nhau v tr chuyn. D n va l qun caf va l trung

tm chm sc trao i kinh nghim nui th cnh ca ngi dn Si Thnh.

2) Mc tiu ca d n: Mang ti mt a ch ng tin cy cho ngi nui pet, gip h giao lu, gp g bn b,

chm sc th nui v c thm hiu bit v con vt cng ca mnh. ng thi d n mang li li nhun cho ngi u t.

III. M hnh tng th ca d n:

KHU VC CH

BIN M THC

WC

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Din tch tng th d kin l 150 m2. Vi cc khu vc c th nh sau: 1) Khu vn cy:

Din tch: 60 m2 L khng gian xanh ca qun, l ni c nhng cy cnh to dng, trang tr l

nhng lng chim a dng th loi. Khch hng n vi qun c th c hng khng gian xanh ngp trn mu sc cng nh m thanh ca thin nhin.

Trang thit b cho khu ny: H thng chiu sng bui ti Cy cnh Lng chim Hn non b.

2) Khu bn ngi xung quanh vn cy: Din tch: 40 m2 L ni khch c th giao lu tr chuyn nhng kin thc, thng tin v th

cng, khch c th dt th theo cng. Ngoi ra khch c th thng thc nhng mn n, nc ung a dng ca qun.

Trang thit b: Bn gh g ngi bt c gi m H thng chiu sng bui ti

3) Khu ch bin m thc: Din tch: 20 m2 L ni pha ch cng nh ch bin thc n cho khach hng. Ngoi ra cng l

quy tip tn thun tin cho khch hng n lin h v t ch cng nh gi .

Thit b phc v: Cc thit b nu nng, pha ch Cc thit b v dng c cho tp v

4) Khu xe: Din tch: 30 m2 Ni gi xe cho khch, c mi che.

PHN 2: PHN TCH TH TRNG

I. Phn loi khch hng: Theo mc ch: Khch hng ti ca hng vi mc ch lm vic, trao i cng vic. Khch hng ti ca hng vi mc ch t tp bn b Khch hng ti ca hng vi mc ch trao i kinh nghim chm sc th cng. Theo s lng khch hng: Khch hng c nhn (1- 2 ngi) Nhm khch hng (trn 2 ngi)

Vi cch phn loi nh trn c th thy khch hng ch yu ca qun Pet Coffee l nhng ngi tr.C th l cc hc sinh, sinh vin v mt b phn nhn vin vn phng.

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II. Nghin cu th trng: 1) Nhu cu th trng:

C th ni hin nay ti Si Gn c rt nhiu qun caf vi c cu t chc tng i ging nhau. Nhn chung c th thy Si Gn bo ha qun caf vi rt nhiu phong cch khc nhau: c c hoi c, hin i, tr trung,Tuy nhin ni vy khng c ngha y l lnh vc khng c tim nng pht trin.Si Gn c rt nhiu qun caf nhng thng tp trung trung tm thnh ph hoc nhng ni ng dn c.

Khng gian caf dnh cho cc bn tr l c nhng thng t ti cc a im nh vy nn chng ti thy rng khng gian dnh cho i tng hc sinh sinh vin vn thiu.

L sinh vin trng i hc Bch Khoa thnh ph H Ch Minh, ti cng gp kh nhiu kh khn trong vic tm nhng a im t tp gn trng trong thi gian rnh ri, khi mun tm mt khng gian mi vi nhng n, ung hp dn. V c bit, chng ti rt mun gii thiu cho cc bn mnh nhng trng khc mt ni c th coi l nim t ho ca sinh vin ni y.

Chnh v thc trng cc qun caf gn nh bo ha nn nu mun pht trin c th d n phi c im c bit, c s ph cch so vi cc qun thng thng th mi c th thu ht khch hng. Mt khc nhng ngi yu th cng u mun c c hi giao lu, hc hi cch thc chm sc hay khoe nhng ch pet d thng ca mnh nn chng ti chn m qun Pet Coffee.

Vi tt c nhng iu kin trn, chng ti nhn thy rng nhu cu khu vc ny l rt ln v chng ta phi tn dng c hi ny ngay.

2) Tnh hnh cnh tranh: Hin nay, theo kho st ca chng ti quanh khu vc th khng c qu nhiu nhng qun

caf mang phong cch tr trung. Tuy nhin iu khng c ngha l d n ca chng ti s khng vp phi s cnh tranh gay gt t nhng i th khc. C th l:

Nhng ca hng bn gii kht n thun. Sn phm nhng ca hng ny thng khng phong ph, ch yu l cc ung ng chai. Hn na khng gian y thng cht chi..

Cc qun caf lu nm y. Nhng phn ln c bit n l ni dnh cho dn vn phng, ngi i lm. Do vy gi c cc sn phm y tng i cao so vi b phn khch hng l sinh vin.

D n ca chng ti c s khc bit trong dch v so vi cc qun thng thng. l mi ngi c th mang th cng vo chi, mt khc trong qun cng b tr mt vi ch cn. Khch hng c th va thng thc caf va c th nng niu trn tay nhng ch cn d thng. Khng nhng th, ngoi caf, chng ti cn cung cp thc n nh nu khch c nhu cu.

3) i tc nh cung cp: y l mt phn khng th thiu trong chin lc pht trin lu di ca bt k mt lnh vc, ngnh ngh kinh doanh no. a) Nh cung cp:

Nh cung cp l mt trong nhng yu t hng u, l im chng ti rt lu v n quyt nh n ngun nguyn liu ca qun, m bo cho vic qun lun c c ngun hng cng nh cht lng nguyn vt liu mt cch n nh nht. Chnh v tm quan trng ca n, chng ti bn lun v a ra la chn nh cung cp l siu th Coop Mark L Thng Kit. V qun cn cung cp mt s n nh nh: ht d, ht iu, nn chng ti xc nh mnh cn mt nh cung cp c th cung cp cho mnh nhng sn phm cht lng cao. Bn cnh yu t v mt a l cng l mt u im khin chng ti la chn ni ny.

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b) i tc: Mc d xc nh khch hng ch yu ca qun l cc bn hc sinh sinh vin, tuy

nhin chng ti xc nh r y l nhng khch hng ch yu s dng cc sn phm, dch v ti ca hng.

Ngoi ra chng ti cn c dch v giao hng tn ni. Do chng ti cng hng n khch hng l nhn vin vn phng, nhng khch hng lun bn rn. Khch hng c th tham kho gi cng nh thc n qua website ca qun hoc cng c th gi in trc tip n qun

PHN 3: CHIN LC MARKETING

I. Chin lc v sn phm: Sn phm ct li:

o ung (ch yu l caf cc loi), thc n nhanh, nc gii kht o m nhc

Sn phm th cp: o Dch v T pha ch o Dch v T chc s kin o Dch v Giao hng tn ni

II. Chin lc v gi

Gi tit kim, ch trng cht lng dch v

Gi caf:

STT Loi caf Gi bn (VND/tch)

1 Robusta 15.600

2 Culi 17.000

3 Moka 28.400

4 Robusta-Culi-Moka(loi 1) 17.500

5 Robusta-Culi-Moka(loi 2) 18.000

6 Robusta-Culi-Moka(loi 3) 18.500

7 Espresso Blend 24.600

8 Harmony Blend 32.000

9 Moka Premium 14.000

Gi mt s sn phm khc:

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Sn phm Gi (VND)

ung

Cocktail 25.000

Sinh t 20.000

Tr tho mc 17.000

Sa chua cc loi 15.000

Nc gii kht 15.000

n

Pizza 40.000

Khoai ty chin 15.000

Xc xch rn 10.000

Hoa qu 20.000

III. Chin lc v truyn thng: 1. Mc tiu truyn thng:

Lm cho cc khch hng tim nng bit n Pet caf v nhng khc bit ring.

2. Qung co: Ni dung: nu ln c nhng li th m Pet caf hng ti nh

cung cp thng tin v cc dch v ti khch, c bit l nhng sn phm, dch v c o

Phng tin qung co: T ri, p phch qung co thng thng

Thng qua cc trang mng v th nui, caf sn vn, cc din n th cng,

Thng qua mng x hi: facebook, twitter, blog

Thng qua h hng, ngi thn, bn b gn xa

Khuyn mi trong thi gian u khai trng (khch hng th 100, 1000, th nui d thng nht, cp i hon ho,..)

3. Quan h cng chng: T chc cc bui sinh nht, k nim cho nhng khch hng thn thit T chc cc bui offline ca cc nhm, sinh hot ca cc CLB Hng dn khch hng t pha ch caf theo s hng dn ca nhn

vin pha ch T chc chm sc sc kho th nui qua dch v khm sc kho min

ph hng thng Thng xuyn ly kin khch hng v phong cch, thi ca nhn

vin v cht lng dch v c nhng thay i kp thi

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PHN 4: T CHC NHN S

Ni dung Trnh K nng Lng

Ban iu hnh

Qun l i hc Chuyn ngnh marketing 10 tr

Ph qun l i hc Chuyn ngnh qun tr kinh doanh 8 tr

Phng k ton

Trng phng i hc Chuyn ngnh k ton 6 tr

Nhn vin (1 ngi) Cao ng Chuyn ngnh k ton 4 tr

Phng thng tin

Trng phng i hc Chuyn ngnh marketing 6 tr

Nhn vin (1 ngi) Cao ng Chuyn ngnh marketing 4 tr

u bp Bp trng Mi trnh Nu n ngon 6 tr

Nhn vin (1 ngi) Mi trnh Nu n ngon 4 tr

Bo v (2) Tt nghip ph thng Sc kho tt (c ngy) 2.5 tr

Nhn vin phc v (3) Tt nghip ph thng Gii giao tip, ng x (theo ca) 3 tr

K hoch chia Ca lm vic :

Ca 1: Lm vic 6h-12h

Ca 2 : Lm vic 12h -18h

Ca 3 : lm vic 12h-23h

K hoch tuyn chn:

Ban iu hnh: nhm t bu trong s cc thnh vin tham gia d n

Cc v tr cn li: tuyn chn theo trnh v kinh nghim

Lng theo ca: 10000/h, lm c ngy sut thng: 3tr

Chnh sch i ng:

Cc hnh thc i ng nhn vin:

Cho php ngh khi bnh , vic gia nh .

S ngy ngh khng qu 2 ngy / 1 thng .

Lm vic vo cc dp l tng 10% lng/ngy

Tng lng 10% nu thi lm vic tt.

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PHN 5: K HOCH TI CHNH

K hoch ti chnh:

Huy ng vn u t cc ngun: Vay ngn hng (100%)

Sut chit tnh cho d n: 10%

im ha vn c tnh : 1 nm

Bng cn i k ton

(v: triu )

TI SN NGUN VN

TI SN NGN HN N NGN HN

Tin mt 0 Khon phi tr 0

Khon phi thu 50 Vay ngn hng ngn hn 0

Tn kho 20 0

Ti sn ngn hn n ngn hn 0

TI SN DI HN N DI HN

My mc thit b 330 Vay ngn hng di hn 400

Khu hao tch ly 0 N ngn hn & di hn 400

t 0 VN CH S HU

Ti sn di hn 330 Vn c phn 0

Li nhun gi li 0

Vn ch s hu 0

Tng ti sn 400 Tng ngun vn 400

Lp bng bo co hot ng sn xut/kinh doanh trong 5 nm : (v: tr )

1 2 3 4 5

Doanh thu 888 1100 1150 1200 1180

Chi ph qun l 204 210 220 225 230

Chi ph bn hng 245 250 256 270 265

Chi ph khu hao

Li vay ngn hng 28 28 28 28 28

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Li nhun trc

thu

411 612 646 705 657

Thu thu nhp

doanh nghip

222 275 287.5 300 295

Li nhun rng

sau thu

189 337 358.5 405 362

PW 821.07

PHN 6: TRCH NHIM X HI V O C KINH DOANH

Khi nim o c kinh doanh v trch nhim x hi thng hay b s dng ln ln.

Trn thc t, khi nim trch nhim x hi c nhiu ngi s dng nh l mt biu

hin ca o c kinh doanh.

Cc tiu chun o c kinh doanh:

Tin hnh kinh doanh c trch nhim:

Mi ngi lm vic phi c trch nhim x l cc vn trch nhim ca qun bao gm

sc khe, an ton v cc vn v mi trng theo cch chuyn nghip.

Tun th lut php, ni quy v quy nh:

Chp hnh ng php lut v vic qun l s dng dch v kinh doanh. Khng li dng

qun lm nhng vic tri php lut: t tp nh bi, tng tr ma ty,. Khng m ca

qu gi quy nh

Gii quyt mu thun gia li ch v o c : Khng s dng nguyn liu km cht

lng, nh hng xu n sc khe con ngi..

Trch nhim x hi:

Pet Cafe s l ngi nh nhng ngi yu th cng thoi mi s dng cc tin nghi

c c mt khng gian khong t, m i

Cung cp dch v thun tin cho vic trao i, lin lc, chm sc th nui v tn hng

caf

Cung cp a ch tin cy cho gii yu th nui trn c nc

Ni giao lu gia nhng ngi mun c c 1 khng gian tnh lng cng th nui sau

nhng gi lm vic cng thng