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ExecutiveSummary

ThemainPastryshop’scustomersarethosecollegestudents.Manyofthemmaygetuplateinthemorning,sopastryistheirbestbreakfast.Atthesametimeifstudentsfeelhungryatnight,theycancometopastryshoptobuysomething.Ofcourseourserviceisnotlimitedtothis.Wewillalsoprovideforallkindsofpartyandpartywithcakesanddelicioustomeetthedemandofcustomers.1/34Objectives

KeystoSuccessStoredesignthatwillbebothvisuallyattractivetocustomers,anddesignedforfastandefficientoperations.Employeetrainingtoinsurethebestpastrypreparationtechniques.Marketingstrategiesaimedtobuildasolidbaseofloyalcustomers,aswellasmaximizingthesalesofhighmarginproducts,suchasSweetdrinks.BecomeaveryfamousshopwhichprovideallkindsofpastrybythelocalstudentsTurninprofitsfromthefirstmonthofoperations.Maintaina65%grossmargin.2/34CompanyOwnership

Pastryshop’sonlyinvestorisMEwhocumulativelyowns100%ofthecompany.Thestart-uplossofthecompanyisassumedintheamountof￥10,0000.3/34productsandservicesAllkindsofcakes4/34Threemajortypesofcakes5/341:Foamtypecakes6/342：Chiffontypecakes7/343：battertypecakes8/34Snacksanddrinks9/34WealsohavesomerelatedservicesSuchas:couplehomemadechocolatecakestall,diningtablesandchairsfortheguestsUndertakingavarietyofsmallfestivals,birthdayparties.

10/34

MarketAnalysisSummary

SWOTMarketAnalysisSummary

MarketSegmentation

TargetMarketSegmentStrategy

MarketNeeds

MarketTrends

11/34SWOTS(strength)：greatdemandW(weakness):reputationO(opportunity):variouspartiesT(threat):fiercecompetition12/34MarketSegmentation

products：cakesanddrinkspotentialconsumer:studentsteachersschoolstaffresidentsandtradersaround

☆TargetMarket:students13/34TargetMarketSegmentStrategy

Wewilltakeundifferentiatedmarketingstrategyforwearefacedwithstudentsonlyinoneschool.Wecannotensurethequalityandlarge-scaleproductionifwedivideourtargetmarketintoseveralsub-segments.Inturn,thecostwillbehigh.14/34TargetMarketSegmentStrategyMarketTrends

MarketNeeds

TargetMarketSegmentStrategy

15/34

MarketNeeds

Ontheonehand,birthdayparties,classreunions,fellowparty,communitymeetings,workdiscussionsandotheractivitiesareheldbystudentsfrequently,soourproducts(cakes,drinks)willbeingreatdemand.Ontheotherhand,thepriceismoderate,whichstudentscanafford.16/34

MarketTrends

Marketdemandforourproductsbecomesmoreandmorestable.Forstudents,especiallyatthebirthdayparty,cake,drinksarenecessitiesaswellasfashion.17/34

StrategyPyramids

ValueProposition

CompetitiveEdge

SalesStrategy

StrategicAlliances

MarketingStrategy

strategy

Implementation18/34Functionstrategy

Businessunitstrategy

Enterprisegeneralstrategy

StrategyPyramidsDifferentiationstrategyFinancialstrategy、HRStrategy

Integrationstrategy

19/34Thewholestore,productsandservicesoverallgiveapersonakindofsweetfeeling,makethestudentsbecomethemaintargetcustomersshopValueProposition20/34Thegeographicalpositionissuperior * 資料起源： CompetitiveEdgeProductsandserviceshasdistinguishingfeature21/34PricingStrategyPromotionStrategyDistributionPatternsPositioningStatementsAdoptCostpricingmethodhighqualityandinexpensiveIssuedleaflets、freetotasteDirectSellingMakeasweetcakeshopMarketingstrategy22/34SalesStrategyMakesalesareincreasing,andinotherplacesopenchainstores23/34Integrationofrawmaterialssuppliers,walkintegrationdevelopmentpathCRM:establishgood,interactiverelationshipwithcustomerStrategicAlliances24/3424ManagementSummary

1OrganizationalStructure2ManagementTeam3PersonnelPlan

25/34Weusethelinearsystemstructure.Wehaveamanager,aresearch&DevelopmentdepartmentManager,afinancedepartmentmanager,twowaiters,aSeniorpastrychef.OrganizationalStructure26/34ManagerTwowaitersResearch&developmentdepartmentManagerFinancedepartmentmanagerASeniorpastrychefStoresManagementTeam27/34StoremanagerTostoreoperation&trainedstaff(Wewillhaveourtrainingdepartmentasourbusinessexpanded).EmployeesFulltime&parttimeemployeestofulfillthestaffingneeds.

OurIncentivesystemusesencouragement.Iftheemployeeworksearnestlyandperformsgreatwewillrewardhimorheracertainamountofcash28/34PersonnelPlanPersonnelPlan

Year1Year2Year3Manager*12*12500*12*13000*12*1Departmentmanager1800*12*21800*12*21800*12*2ASeniorpastrychef2500*12*12500*12*22800*12*2waiter1000*12*21000*12*31200*12*4TotalPeople

68929/34ImportantAssumptionsinFinancialPlan

IndependentfinancialsubjecthypothesisCapitalappreciationhypothesisThecurrencytimevaluehypothesisFinancialbenefitsandrisksrelatedhypothesisFinancialrelationshypothesisToshareinterestswithhypothesisEnvironmentculturedecidedhypothesisFinancialmanageablehypothesisFinancialrationalmanhypothesismanagingandsupposingcontinuouslyhypothesis30/34Financia

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