HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES AND INFORMATION TECHNOLOGY DEPARTMENT OF INTERNATIONAL BUSINESS ADMINISTRATION

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MARKETING PLAN

UNIVERSE COFFEE SHOP

LECTURER : NGUYN NGC HUN CLASS GROUP : KQ0802 : 2

-2011-

Group members
1. guy n h ng uy n 2. r n h o inh 3. h nh g n 4. guy n ng g 5. guy n h nh h t 6. guy n nh hong 7. u n u nh 8. ng n i 9. r ng inh h ng 10. guy n h im h nh 11. g h nh h o 12. guy n h ng h o 13. guy n nh h 14. h nh h 15. guy n g h ng hy 16. h nh r 17. hi n rung 18. guy n uy rung 19. ng rung 20. ng h im g n 21. guy n o guy n 22. o h g 23. h m nh uy

OUTLINE
I. Introduction ................................................................................................ 4 II. Situation analysis ...................................................................................... 5 1. Company 2. Customer 3. Competitor III. SWOT analysis ......................................................................................... 7 1. Strengths 2. Weakness 3. Opportunities 4. Threats IV. Market analysis ........................................................................................ 8 1. Geographic 2. Demographic 3. Behavioral V. Market position.......................................................................................... 9 VI. Marketing mix ........................................................................................ 10 1. Product 2. Price 3. Place 4. Promotion VII. Implementation ..................................................................................... 12 VIII. Reference list ....................................................................................... 14

I. INTRODUCTION
There are more and more young people like to go to the coffee shop not only to meet their friends but also to get more than that. They want to taste good drink, try new food and enjoy original space. Following the ustomers needs, there are many coffee shops changing themselves and finding out more new products and services. However, the youths want more fresh ideas and the most quality products.

Universe offee shop omes out into society in order to meet most of young peoples needs bout new idea, good products and original space. When coming here, everybody can enjoy the best things from our drink and our strange design. Decorated with the universal objects and solar system, this space will make people feel like they are in the universe, observe and discover the planets. That is the best way to relax and to fresh their mind. Moreover, the beverage is mixed by b sing on ustomers requirement. The fortune cookies will send the best wishes and the cupcakes will bring the sweetest taste to everyone.

We believe that this marketing plan can make people know well about our coffee shop. With the guideline: Bring ustomers the best we h ve, our shop the future. n s tisfy everyone and make a new trend in

II. SITUATION ANALYSIS

1. Company
a. Business description: Enterprises will operate in the following areas - A coffee shop severs mainly beverage include soft drink, coffee. Besides, we also sell fortune cookies and cupcakes. - We open a coffee shop base on universe and solar system. We have hired a house has three floor include one basement, two floor and one terrace. - We will use the basement for preparation of drinks and something related to make drinks. - On the second floor, we will decorate follow shape of UFO. Those are space ship, aliens and so on. - On the third floor, we will have divided into two places. In the Frontage, we will design follow Inner Solar System include Mercury, Venus, Earth, Mars. In the Backstage, we will design follow Outer Solar System include Jupiter, Saturn, Uranus, Neptune. - On the terrace, we only serve in the evening for people like to enjoy natural air. b. Market assessment - Customer Description: Our customers are mainly students from 16 years old to 25 years old, especially for teenager. At this gap years, they are so interested in hanging out with their friends or curious for something strange. We create a place for people in public speaking to relax after hard working to talk to each other and a place for teenager enjoys a special coffee which is decorated base on universe and UFO. - Segment target market: Our segment target market is Huflit University, Nguyen Khuyen High School, Dien Hong Secondary school and others around District 10. In feature, we will expand our business in District 11, District 3 and District 5. - Location: Details of the business location Address : on Su Van Hanh Street, district 10, HCMC Floor Area: 120 m2 Rent: 25 million VND each month Reasons for choosing this location are: Lying on center of Ho Chi Minh City A place with crowded people, especial students and office staff Beside competitor like Minus 18, Khami.

2. Customer
a. The target customer: people from 16-25 years old Products that mostly serve for the young people are cheap and convenient. We divide our customers into 2 groups: + The students around our shop (age 16-25) (target customer) + The workers demanding for entertainment or job (age 26-35) c. Decision process: The customers make their decisions by these following reasons: Creative: the coffee shop is decorated in Planetarium. Quality: Safe drink (our shop has the certification of food safety).
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 Place: Near the High School, University, and Bank. Service: The staff is friendly, cheerful, pleasure to satisfy customers. Strange: Differential & special drink (drink mixing and naming) Promotion: There are some promotions in holiday or special occasions (etc: Tet holiday, lentine y, Womens y).

2. Competitor
a. Strengths: After the research in business market, we can list 3 important types of competitors: - The first competitor group is famous brand names like: Glori je ns offee, ngel in Us, Highlands. They can attract the customers because of their luxury decoration and the high quality coffee with a lot of common coffee flavors such as: cappuccino, latte, espresso... In addition, when a customer buys a product from you, he not only like the product, but also want to buy the brand name of the produ t. Its like: I like to buy Gu i lothes, be use its Gu i, nd offee just like th t, people like to drink Glori je ns offee or ighl nds offee be use of its f mous n me. - The second competitor group that we cannot miss is all the coffee shops near our location. Our coffee shop will be on Su Van Hanh Street, nearly HUFLIT and many companies. There are many competitors here. We have two big competitors: Khami and -18c. They have stay here for a long time so they can have a lot of familiar customers. Moreover, their price is suitable for students. - The last one is new model of coffee serving: take away coffee. These competitors have many mobility counters on the street, it is convenient for customers to buy coffee everywhere... Furthermore, they have many flavors and serve very fast. b. Weaknesses: - Some of their de or tion re not spe i l or fresh ide , nd dont follow m in theme. - heir produ ts dont have a gift extra for each cup. - Some of them dont bring friendly nd rel x sp e for their ustomers.

III. SWOT ANALYSIS Helpful

Strengths: - Culture of firm: the shop has a clear rule to work, punishment and rewards, and working time. Employees are provided uniforms and serving under the criteria of the conscientious attitude, happy face, enthusiasm and serve every request of customers. - The key personnel: they are managers and baristas. Managers are responsible for making plan, managing, training staff, and providing strategies to develop shop. - Baristas have to mix drinks at the request of customers, so that we have a team of experienced bartenders to satisfy demands and customer tastes. - Shop has specific characteristics; trade secrets and the way of mixing drink differently than other shops, and the strange decoration also attract customers. Opportunities: - Tendency of the market: Abundant tendency of market, customers especially teenagers like to discover strange, exceptional things. Model of universe aims at stimulating the curiosity of customers. - Suppliers, partners: Well-known suppliers with high quality of product, clear origin that get peace of mind of customers. - New technology: The shop also applies new upgraded technology in making up beverage, modern machines, and the staffs are trained carefully. - Economic environment: there are many kinds of entertainment and going to coffee shop at the weekend is one of current tendency. - Political and lawful environment: Our country has the stability politic that leads to easiness in investment of investors. Besides, it is the legal kind of business in Viet Nam.

Harmful
Weaknesses: - This is a new shop, so managers lack of experience on how to manage, contact with partners and serving customers in the effective way. - Brand reputation is weak compared with other well-known trademarks. - Shops m rket share is very low. Therefore, the shop has many difficult to compete with competitors. - The cost of the shop to operating is very high.

Inside factors

Threats: - Competitors: they are near restaurants and famous coffee shops. The fame and given market share of them also m ke the ustomers hoi e. - Suppliers and partners: the coffee shop is a small company; it must cooperate with famous suppliers. Therefore, we suffer loss when consenting to them. If suppliers dont provide material for the shop, it is difficult to find other suppliers with the same quality of product. - The change of social situation: inflation increases strongly in our country, the increase in price of many core things such as: gas, water and electricity, salary of staff leads to the change in price of product. This is one of threats of the company that must carry high costs in the early stages.

Outside factor

IV. MARKET ANALYSIS

1. Geographic
- To attract more customers to our coffee shop, picking up a location for a coffee shop is a very essential element. Some criteria when choosing a location include: area, population, density, age, profession. - Therefore, we have decided to choose Su Van Hanh Street at district 10 is the location for our coffee shop. - District 10 meets: North: Tan Binh district, limited by Bac Hai Street. South: district 5, limited by Hung Vuong and Nguyen Chi Thanh Street. East: district 3, limited by Cach Mang Thang Tam, Dien Bien Phu and Ly Thai To Street. West: district 11, limited by Ly Thuong Kiet Street. - The area of district 10 is neither so big nor so small compared with other domestic districts in Ho hi inh ity. istri t 10s re is bout 5.72 km2 located in center of the city, and this is also one of the most exciting, crowded, and prosperous districts in Ho Chi Minh City. - Besides, district 10 is also surrounded by crowded business - chain streets, among that cuisine takes a little bit high rate. There are lots of famous food stores , coffee shops on Nguyen Tri Phuong , Thanh Thai, Cach Mang Thang Tam, Ly Thai To, Su Van Hanh, Cao Thang and especially Bac Hai block consists of so many beautiful , sophisticated, eye-caught coffee shop which attract lots of customers. - Some districts near district 10 also have lots of cuisine streets such as: Nguyen Tri Phuong, Nguyen Trai, Nguyen Dinh Trieu, Vo Van Tan, Ban Co, Le Van Sy. - In short, although our coffee store is placed on a high competitive area, this is also a potential place to open the shop and easily attract the attention of customers.

2. Demographic
- Population of district 10 is about 230,386 citizens. Comparing the population to other districts, distri t 10s popul tion is r ted in medium s le. espite not so high popul tion, density of distri t 10 is rather high about 40,277people/km2, numbered 4th in city. - 4 districts near district 10 are also high population and high density, numbered top 5. - Our target customers are students with the medium age about 16 25 years old. - District 10 is the place having lots of big university of Ho Chi Minh city Bach Khoa University (~ 12.000 students ) Economy University (~ 20.000 students) National Administration Academy (~ 5.000 students) Pham Ngoc Thach Medical University (~ 1.500 2.000 students) Huflit University (~ 6.000 7.000 students) - Besides, district 10 also has 9 high schools: Nguyen Du, Nguyen Khuyen, Nguyen An Ninh, Dien Hong, Suong Nguyet Anh, Van Hanh, Duy Tan, A Chau, vo tion l distri t 10 With the qu ntity re about 30.000 students. - In summary, the quantity of students in district 10 is very high, more than 60.000 students compared with population in district 10 is 230.000 students, take up more than 27% of distri t 10s population. - With some elements we have just analyzed, Universe Coffee shop will have some benefits to develop.

3. Behavioral
- To investigate about the mental habits and the behaviors of customers, we had a survey with 10 questions for 50 people. The survey is at Huflit on November 11 2011 (class KQ0801 KQ0802). After the survey, we found out some inform tion bout the ustomers behaviors. - After the survey, we found that today more than 80% young people have the habit going to the coffee shop more often after studying, working and especially at the weekend with friends. Most of them
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(98%) choose the coffee shops with the special, unusual and beautiful designs which are suitable for the youth. herefore, some offee shops like goi h So 7, G o , l b, ro k h ve been preferred, nd th t is lso the import nt point for us to h ve the ide bout Universe offee. oreover, beside talking and taking photographs with friends, 70% of them want to have the small games for them to entertain. Beside a special design, they also want to have a relaxed and pleasant space. Furthermore, they also care about the price, the students often choose the drink which is lower than 40.000. However, most people do care about the quality: sanitary and delicious drinks. In addition, the promotions like gifts or price reducing also attract the customers.

V. MARKET POSITION
Our product is + One of the first movers in ni he m rket iet ookie model +Number 1 in guarantee ms offee with the ombin tion of fortune

a. Product differentiation: - The product of Universe coffee shop is a combination of coffee and fortune cookie in order that we hope to bring good luck to our customers through each message is contained a beautiful yellow cake enjoyed in a new space with impression of universe design. Moreover, with the customers do not have much time to enjoy coffee they can buy coffee at our shop to take it away. - Its new tegory th t most other offee shops do not h ve is th t the ustomers n lso enjoy fortune cookie together with coffee at the Universe coffee . This is a unique combination of coffee with fortune cookies which you are usually given at the end of the meal or gift with billing in case at Asian restaurant in the U.S., Canada, UK, Mexico, Italy or France. Moreover, inside every bite of our crispy cookie you'll discover a paper with the famous adage, idioms, or a prediction of future. The other side of the paper will be the name of our coffee shop to give an unforgettable impression to the customer. - On the other hand, the customer can also buy cookies and take it away-creating all the convenience for customers which is also an outstanding characteristic of the Universe coffee compared to other coffee shops. b. Service differentiation: - There are paper feedback to record feedbacks from customers about products and services in order to seize the customer's needs, meet their needs, which will take measures to overcome these things that are not good, and then we can enhance quality of service and products, create good relationships with our customers as well as make a good impression for Universe coffee. c. Guarantee differentiation - Packaging can make the buyers pay attention to product. Packaging has the advantage of giving the product a difference, which is difficult to replicate. So when customers want to take away, and coffee will be carefully wrapped in Reverte nylon bags ,a new material from biology which is environmentally friendly and paper glass with the universe logo, unlike other coffee shops such as -18, My Space, or Khami just wrap your coffee with a nylon or paper bag . d. Price differentiation : - Universe offee shops ustomers re m inly students, thus; our offees pri e is affordable compared to other coffee shops. But the quality of coffee is always guaranteed, the coffee material will always be selected from reputable suppliers in the market to make coffee taste with the most delicious flavors.

VI. MARKETING MIX

1. Product
a. Trade name: - offee shop n me: Universe offee. - Types of product: Drinks: Coffee, Cocktail and Juice. Cakes: Cupcake and Fortune cookie. b. Quality: - Meeting all the required standards of Vietnam food safety department. - Products with new and original tastes. - Materials which are provided by reputable and qualified suppliers. c. Features: - Ingredient: Drink: Coffee, milk, sugar, mousse cream, wine, syrup, fruit and other flavourings. Cake: wheat flour, eggs, sugar, milk and other materials. d. Cover: - Colorful designed cups and dishes. - Unique designed coaster and carrier box with brand name and logo.

2. Price
a. Objective: - Products with reasonable price in order to attract customers such as teenager, student, young people nd s tisfy their enjoying nd rel xing. - The cost of finished products: Drink: 19.000 29.000 VND Cupcake: 15.000 VND Fortune cookie: 2.000 VND b. Elements affecting pricing: - Internal elements: local labor force (part-time job students...), additional services (Wi-Fi, air conditioner, musi ) - External elements: material sources, demand, price of competitors (-18, Khami etc.), rent house ost - Price adjustment strategy basing on competitive price at the beginning and changing on marketing strategy at the period of time. MENU
COFFEE Universe Coffee............................................................................... 25K Black Hole ....................................................................................... 19K Sunny Day Coffee ........................................................................... 22K Outerspace Tornado ........................................................................ 22K Star Spangled................................................................................... 22K Cresent Moon .................................................................................. 22K Jupiter Coffee .................................................................................. 25K Meteorit Coffee ............................................................................... 23K Space Rock ...................................................................................... 23K Galaxy Coffee ................................................................................. 23K Cookie Dances................................................................................. 24K Volcanico Caramel Top .................................................................. 29K Saturn Coffee................................................................................... 25K Ice Chocolate Cloudy ...................................................................... 27K Spark Fly Coffee ............................................................................. 24K 10

COCKTAIL Seven Colored Rainbow .................................................................. 29K Blue Planet ...................................................................................... 25K Starlight ........................................................................................... 25K Passionate Mars ............................................................................... 25K The Darkness ................................................................................... 28K Mercury ........................................................................................... 25K Golden Venus .................................................................................. 25K Rocketer .......................................................................................... 27K Spaceship......................................................................................... 28K Summer Hurricane .......................................................................... 27K FORTUNE COOKIE .................................................................... 2K CUPCAKE ..................................................................................... 15K

3. Place
- According to demographic analysis and geographic analysis, Universe Coffee will be located on Su Van Hanh street, district 10, HCMC - This place having many high schools, universities and offices where target customers young people. Su Van Hanh Street the rowded street with m ny pedestri ns nd tr ffi s so its e sy for customers to approach.

4. Promotion
During 6 months: - 1 fortune cookie extra for each drink. - Happy Tuesday, discount 10%. Before opening day: Announcing the Opening event by: - Sharing handbill in universities, high-schools and offices at district 10. - Setting free ounts on so i l networks like f ebook. om, zing.vn - Posting PR articles on some popular forums for younger people. On February: - Opening day: Give small gift (logo model key chain) for the first 50 customers. - First 10 days discount 30% for each bill. - 3 days (12th 14th February), combo for couple (includes: 2 Universe coffee + 2 Cupcake) costing only 65.000. On March: - Accumulating 20 drinks, received discount 10% card valid 90 days from establishing day. - On Intern tion l Womens y (8th March), discount 50% one drink per lady. On April and May: - Setting coffee stands with universe style at center halls of universities, high schools at district 10 and neighboring areas in order to attract new customers. - On Independence Day (30th April) and Labor Day (1st May), discounting 15% for each bill more than 120.000VND. On June: - Taking photos for customers with universe costume models when visiting the coffee shop, and then uploading them on the Universe offees accounts on facebook.com, zing.vn... On July: - At 8pm Sunday weekly, holding lucky casting lots. The prizes will be coffee cups, pens, notebooks or key chains with the coffee shop's name, logo, website information and phone number on them.
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VII. IMPLEMENTATION
Step 1: Making it bite-size. Marketing plan implementation is a gradual process. It will not happen in a day or in a month. We will give the m rketing S hedule. Step 2: Explaining and delegating. We should explain our team your marketing goal for the limited periods (such as: year, quarter, month, and week). We will tell everybody what is expected of our business, and also explain how they should go about implementing every bit of the assigned. Being thorough in explain, it will reflect in the implementation. Revenue target: DAY(1) QUANTITY CUP /25000 REVENUE 50 1,250,000 WEEK(7) 350 8,750,000 MONTH(30) 1500 37,500,000 YEAR(365) 180 18250 9000 456,250,000 225,000,000

Revenue Customer: 1 cup = 1 customer. Depreciation stage: 6 months. Step 3: Keeping a channel open. We will keep a communication channel with the foot soldiers open. We can contact the potential partner anytime we find suitable to discuss issues, challenges, and opportunity. We should create the diversified distribution channels for customers. We should find out the potential customers. Step 4: Monitoring Progress. Keeping an eye on the progress of each employee is the important progress. If anyone of them is having difficulty in implementing the plan then help them out, but if one seems incompetent then change the job description. Step 5: Being open to ideas. It we may not accept it, yet we will not change the truth that the foot soldiers have better idea about the reality of your market then we have, as they are physically experiencing the challenges you dealt with in the plan. Furthermore, we always listen to the new ideas. For example: We should have the comment box or the hotline to take the feedback from the customers. We will build the good relationship with the closed customers. We make the plan to change the decoration and style that follow to the special events, such s: v lentine d y, hristmas day. Hearing what the customers have to say is absolutely necessary, instead of closing your door on their face, make them your eyes and ears. It will be hugely rewarding. Step 6: Adapting. We will pay attention to the new promotions and target in 1 month. After that we should change the marketing strategy flexible in this time. It is basing on the challenge of competitors to find the smart methods to develop their strong view. A marketing plan is an organic being that evolves in relation to the market condition it faces.
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Step 7: Reward and punishment. We will congratulate those who have done it successfully and take private sessions with those who failed. We always create enough promotion chances before putting them off the team. For example: Prize for the best employee per 1 month (05 vouchers.) Giving the serious w rning for the st ff th t bre ks the stores regul tions. Step 8: Relax! Result will come. If everything is going fine then results will come, we hope the best thing will come to my store. Note: Where: on Su Van Hanh Street Ward 3 District 10 HCM City When: 1 Feb 2012 How: Marketing plan (Attach files) Who: My group A proper implementation will give the company an edge that the competition will find it hard to match. And continuous successful implementation of marketing plan will give us a sustainable competitive advantage that cannot be surpassed, not until we falter. Marketing Implementation Schedule: ACTIVITY Obtain Board approval Sensitize staff and pursue their buy-in Contract an advertising agency to formulate an advertising plan Select the sales team Train the sales team Develop an incentive program for the sales team Provide the members of the sales team with a formal written program of the project Provide each member of the sales team with a job description Provide the sales team with the necessary tools, such as cell phones Construct special counter for golden years customers Hold an official launching (t chc ra m t chnh thc) Advertise the service on popular websites & magazine DATE / FREQUENCY By end Jan,2012 By Feb 15,2012 By Feb 15,2012 By Feb 15,2012 By end Feb 2012 By end Feb 2012 By March 15, 2012 By March 15, 2012 By March 15, 2012 By March 15, 2012 30 March 2012 Daily beginning March 2012

VIII. REFERENCE LIST

http://www.businesslink.gov.uk/bdotg/action/detail?itemId=1075313149&r.i=1075314198&r.l1=107386 1169&r.l2=1073858842&r.l3=1073869186&r.s=m&r.t=RESOURCES&type=RESOURCES http://www.pso.hochiminhcity.gov.vn http://www.kienthuctaichinh.com/2007/11/m-hnh-phn-tch-swot-ngun-gc-v-ngha.html
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http://www.quickmba.com/strategy/swot/ http://www.va4business.com/business/428/how-to-successfully-implement-your-marketing-plan/ http://www.ymhmarketingplan.com/marketing_implementation.htm

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