本科毕业设计-校园魔力咖啡馆创业策划书.doc

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1、公司名称：校园魔力咖啡馆公司性质：私营企业公司负责人姓名：xxx职务：经理电话：xxxxxx邮政编码：xxxxxEmail：xxxx2第一章概要········································1第二章公司概述一、公司名称········································2二、公司宗旨········································2三、公司理念········································2五、经营项目········

2、································2六、经营特色········································2第三章产品与服务一、产品与服务描述·····································3二、产品与服务优势·····································3第四章市场分析一、市场描述··········································42二、目标市场······························

3、············4三、消费群············································5四、销售战略··········································5第五章竞争分析一、竞争描述··········································7二、SWOT分析·········································9第六章营销策略及销售一、营销战略·········································

4、·10二、宣传策略··········································11第七章财务分析一、财务假设··········································13二、销售收入预测·····································15三、销售成本计划·······································18四、现金流量计划·······································21第八章附件2一、概要本店属于餐饮服务行业

5、，名称为校园魔力咖啡屋，在对市场进行一定分析的基础上应运而生的企业。SWOT分析【Strength优势】1.地势有利，拥有浓厚的文化氛围；2.消费群体集中，客流量大潜在客户多；3.产品精致，品质优良，种类独特，服务多样；4.管理人性化，服务专业化；5.室内环境优雅，设有包厢。【Weakness弱势】1.性价比不高，咖啡价格相比于奶茶等饮品缺少价格优势；2.辐射范围不宽，很难吸引外来人群；3.奶茶文化，音乐酒吧影响深远，本地咖啡文化氛围不浓厚。【Opportunity机会】1.人们消费水平提高，对于物质生活要求也有所提高，乐于享受生活；2.咖啡厅

6、弹性空间大，以咖啡为主，多种副产品为辅；3.以文化氛围吸引高消费人群，以优雅环境吸引学生情侣；4.打响品牌后，可向周围学府扩张，扩大市场份额。【Threat威胁】1.市场占有率低，起步晚，暂无稳定客源，没有连锁店；2.受周围奶茶等咖啡替代品饮品店抢占销售额；4.覆盖范围内的人口并未习惯全西餐口味的饮食。综上分析，我们决定，在主打咖啡销售的同时，扩大营业范围，增加服务种类，在创意方面吸引顾客。开设桌游吧，影音吧等附加服务。27二、公司概述1、公司的名称：校园魔力咖啡屋2、公司的宗旨：有限进餐，无限服务3、公司理念：美味可口，轻松震撼5、公司经营项

7、目：（一）美味咖啡咖啡种类多样，供不同喜好，不同消费水平的消费者选择（二）可口甜点在品茗咖啡的同时提供可口解馋的点心，在悠闲轻松的环境中享受一份宁静的美味（三）轻松桌游当电子产品充斥了我们的生活，一份面对面实实在在的桌游，可以加深人与人之间的交流，增进人与人之间的友谊（四）震撼影音提供最新最快的影音资讯，给你超乎想像的影音体验，感受未曾看过的神奇，聆听深入心灵的天籁6、公司经营特色：摆脱了传统意义上的咖啡馆的束缚，在品茗咖啡的基础上加入了更符合现代年轻人的娱乐方式，使其功能更加多样化，并在了解学生的心理及年轻人的需求的基础上，提供更符合潮流的服

8、务项目27三、产品与服务1、产品与服务描述出售咖啡、茶类、酒水、简餐等餐饮商品，提供桌游、书籍、影视等娱乐项目，并为客人提供优良的环境和服务，让消费者