Business plan

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Strategy and major stages of project’s fruition. Production of Korean cuisine dishes. Analysis of the industry sector, of produce’s market, of business rivals. Marketing plan, volume of sales, personnel and company management. Cost of the project.

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Тип: курсовая работа
Категория: Маркетинг
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1. RESUME OF THE PROJECT

1.1 Title of the project

Cafй- restaurant “Korean BBQ”

1.2 Initiator of the project

The project introduces establishment of a new enterprise “Korean BBQ” that will be registered in the name of private entrepreneur PE Serdyukova with an authorized capital of 300 000 (three hundred thousand) rubles.

1.3 Objectives

Goal of the project: launching of a unique Korean cuisine cafй- restaurant based on a self - cooking barbecue scheme in Blagoveshchensk (Amur region, Russia); cafй- restaurant is primarily targeted at servicing during lunch time and evenings.

1.4 Strategy and major stages of project's fruition

· Devising of project documentation, acquiring of necessary permits for business dealing in the sphere of public catering;

· Purchase and refurbishment of the premises;

· Installation of the equipment;

· Conducting of advertisement campaign and personnel hiring;

· Launching and maintaining of the project.

Stages of project's implementation and the time frames are outlined in Table № 1.

Table № 1

Actions

Time frames

Jan `11

Feb `11

March '11

April `11

1-10

10 - 20

20- 30

1 - 10

10 - 20

20 - 30

1 - 10

10- 20

20 - 30

1

Devising of project documentation, acquiring of necessary permits

2

Signing of contracts for equipment supply

3

Purchase of the premise

4

Preparation and refurbishment of production space and storeroom

5

Personnel hiring

6

Delivery and installation of the equipment

7

Purchase and delivery of raw produce

8

Conducting of advertisement campaign

9

Restaurant's opening

10

Start of production

1.5 Product

Production of Korean cuisine dishes, high service level and providing of community with recreation area.

2. MARKET ANALYSIS

2.1 Analysis of the industry sector

Modern restaurant market emerged in Russia recently; nevertheless, it is rapidly developing. According to the all-Union State Standard Р 50762-95, there are three groups of restaurants: luxe, prime and the first, that imply certain sets of requirements to the restaurants. There is also a common classification of restaurants with regard to price level:

- fine dining (minimal bill 50 USD);

- casual dining (average bill - 10-50 USD);

- fast-food (average bill - 5-10 USD);

- cafes, coffee hause (average bill - 5-15 USD);

- clubs, canteens.

Experts' reports reveal that medium cost restaurants present the most opportune sector of the market. For instance, fast - food branch is only 15-20 % occupied and its filling will take at least 5 years.

Sphere of public catering in the Amur region comprises 1200 companies, approximately 54 % out of which are generally accessible. More than 200 of generally accessible public catering businesses are situated in Blagoveshchensk. The majority of them (110 units) has a status of a cafй and specializes chiefly in Chinese cuisine (56 cafes).

Financial turnover of public catering sector in the Amur region in actual prices has increased by 7.5 times and in physical quantity by more than 3 times since 2003. Level of citizens' provision with generally accessible public catering seats equals 74 %. The norm of 40 seats per 1000 capita is fulfilled only in Blagoveshchensk (44 seats), Tynda and Uglegorsk.

Despite augmentation of public catering services' quantity, the number of businesses in the sector has not extended conformably. In 2005 the market included 578 restaurants, in 2006 - 630, and in 2007 - 600. Even though 23 % of them have a foreign cuisine specialization, just a few have a corresponding decoration and specific traditions. Nonetheless, average seat turnover comprises 2,5 and 0,5 people per day in Chinese restaurants and other ones respectively.

Table 2- Forecast of public catering market capacity

Data

2010

2011

2012

2013

2014

Monthly average accrued wages in the Amur region

17338,30

Monthly average accrued wages in Blagoveshchensk

18118,50

Year average market accession rate

0,20

Market size of the Amur region (mln. rubles)

2835,9

3403,08

4083,70

4900,44

5880,52

Market size of Blagoveshchensk (mln. rubles)

697,55

837,06

1004,47

1205,37

1446,44

Population size of the Amur region (thousands of people)

903,00

Population size of Blagoveshchensk (thousands of people)

212,55

Portion of Blagoveshchensk population in the population of the Amur region

0,24

All in all, the market is attractive albeit being saturated with multiple homogeneous cafes and restaurants.

2.2 Analysis of produce's market