SUBJECT
DATE AUTHORS
26/06/2013
MURIEL WOJDYNIAK, FREDERIC BREMENT,
ALVARO DE LA TORRE, ADRIEN PHO
Honored Wine Glass – 尊爵...
PRESENTING TEAM:
.FREDERIC BREMENT
.ADRIEN PHO
.ALVARO DE LA TORRE
.MURIEL WOJDYNIAK
Table of content
• The concept
• Objectives and Strategy
• The business (organizational chart)
• Logistic and partners
• M...
Introduction
• Shanghai, China
• Wine bar and retailer
• Spanish & French wines,
• Staff
• Paid-in capital of EUR
50,000
•...
Become a trusted reference as an European wine bar and
retailer in Shanghai
Vision
People
Portfolio
Partners
Planet
Profit
Productivity
Objectives
Global:
• Be known as a new wine shop concept,
• To surprise them,
• Discover a new culture,
3rd year objective...
Objectives
5th year objectives
• Reach 57,730 bottles sold,
• Turnover by 115%,
• Reference in Spanish wines,
• Develop an...
Competitive advantage
• Knowledgeable staff in wine
• Build trust with the customers,
• Be able to say no,
• Advice custom...
Our Strategy
• Adrien Pho as the CEO
• Hire Chinese people experts on wine,
• Expand the concept as soon as possible,
• Pr...
The business organizational
structure
11
Frédéric BREMENT
Marketing
And sales director
Alvaro de la TORRE
Purchasing
And l...
The employees
Wine consultants
• Give friendly and efficient
advices,
• Assisting the wine
tasting events,
• Reach the wee...
The employees
Bartender
• Must know each one of our wines,
• Advice the consumer perfectly, impress him
• Support to the s...
LOGISTICS
14
Spanish Suppliers
• Marques de Riscal
• Marques de Riscal Red Reserva
• Baron de Chirel Reserva
• Marques de Caceres
• Mar...
Wines from Spain
16
French Suppliers
• Bordeaux Wines
• Augey (White)
• Baron du Pin
• Bourgogne Wines
• Hautes de cotes de Beaune .
• Aligoté...
Wines from France
18
JF Hillebrand
• Help us in each section of the logistic.
• Our importer to Shanghai Port.
• One of the most important comp...
Incoterms
20
DAP (Delivered at
Place)
• This will be the contract that we will make with the
importer company.
• The importer will be r...
Bonded Warehouse in
Shanghai.
• Manufacturing operations without payment of duty.
• Managed by the state.
• We will have t...
Market Conditions
• Tariff on Spanish wines is 14%.
• Wine in bulk, carries a tariff of 20%.
• The VAT is 17%.
• Consumpti...
Transport
• Main port: From Barcelona and Bordeaux port to
Shanghai Port.
• Also Valencia and Bordeaux, could be another
o...
The cost
25
MARKETING
26
Marketing
• Geographic Segmentation
• 1.34 billion > Chinese population
• 19 million > consuming wine
• 14.3 million > imp...
Marketing
• Psychographic segmentation
28
On-
trade
80%
Off-trade
20%
Volume share in 2009
On-trade
65%
Off-trade
35%
Volume share in 2015
Marketing
• Behavioral se...
Marketing
• Targeting
• Low-middle class and the up-middle class
• Men and women
• 30 to 45 years old
• Employees
• househ...
Marketing Action plan
• Social network campaign
31
Marketing Action plan
Creation of a website 32
Marketing Action plan
33
34
Marketing Action plan
Flyers distribution
35
Marketing
Action plan
• Loyalty program
• How does this program work?
• When can you use your points earned?
36
Yuan spent...
Marketing
Action plan
Creation of a brochure
37
FINANCE
38
Main assumption
• Market share: 3%
• 1 EUR = 7.95 CNY
• Yearly sales increase: 115%
Low Mid High
55% 25% 20%
115 140 250
39
Forecasts
26,730
29,901
35,886
50,508
57,730
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
Y1 Y2 Y3 Y4 Y5
Bottles sal...
Forecasts
249,228
279,391
334,598
470,934
538,272
0
100,000
200,000
300,000
400,000
500,000
600,000
Y1 Y2 Y3 Y4 Y5
Shop Sa...
Forecasts
311,535
349,239
418,247
588,667
672,840
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
Y1 Y2 ...
Cash flow
CF, 346,766
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
500,000
January
March
May
J...
Risks
• New quotas
• Bad harvest in Spain and France
• Cognac
• Credit crunch
44
Conclusion
• Expand up our own bar/shop in Shanghai
• Become an important company in the wine sector.
• Create more stores...
THANK YOU
46
CONTACT@ZUNJUE.CN
Extra Slides
To answer your questions
FINANCE
Worst case scenario
• Portfolio expansion
• Third tier cities
• Sell
HUMAN RESOURCES
50
Recruitment
• chinaHR.com
• Acquired by Monster.com
• 51Jobs
• Reach 4 million people each week
• Zhaopin
• 1994: headhaun...
Trainings
• Wine training
• Special contract with Marquès de Riscal
• One week training in Spain
• Exchange: minimum of bo...
Contracts
• Permanent contracts
• 8h/days,
• Trial period: 6 months,
• Bartender: fixed wage: 500€
• Wine consultants:
• F...
MARKETING
54
Marketing cost
Cost In Euro In Yuan (CNY)
Staff hire per hour 1,82 14
Survey (4 persons, 4 hours) 28 222,6
Flyers 500 unit...
Loyalty programm
• Which company will make us those loyalty cards?
• It will be a company called Loyalty Pro who has a sub...
SEO
Search engine optimization
• Visibility of a website
• Higher ranked on the search engine
• Use keywords
• Focus the c...
Insurance
The General liability
• It is covering product liability and personal injury protecting us (the co-founders) if ...
Legal
Legal Form of Enterprise.
• We have chosen to set our business under a WOFE (Wholly Owned Foreign Enterprise) busine...
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Zun jue honored wine glass

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EXECUTIVE SUMMARY (extract)

•Competitive advantages.
Our competitive advantage is based on our human expertise. It will be through knowledgeable staff in wine with good grasp on our portfolio and empathy. The goal is to build trust with the customers, to be able to advice them in their purchase according to their taste, the atmosphere they want to create and to be able to say no to a customer if the bottle will not fit their taste. Finally we are bringing the traditional French wine in the portfolio but also Spanish one that are less known.


•Competition.
Competition in China might seem fierce, as it is the new Eldorado, especially in Shanghai, the most Occidentalized city. However, our location analysis gave us a perfect spot with low competition – only two wine bars in the neighborhood with no retail option.


•Financing.
The project is having a paid-up capital equally divided among the founders of EUR 50,000. There is a Working capital requirement of EUR 100,000 that needs to be funded either through bank loans or through an investment and EUR 10,000 overdraft requirement.


•Project feasibility.
The main points of expenses in the project are the rent and the inventory purchase. With a goal of 3% of the market share the first year, a margin of 45% over the bottle price and another 15% other the glass price at the bar, the project is expected to generate enough cash to repay the loan by the end of the third year with an IRR of 39,5%

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Zun jue honored wine glass

  1. 1. SUBJECT DATE AUTHORS 26/06/2013 MURIEL WOJDYNIAK, FREDERIC BREMENT, ALVARO DE LA TORRE, ADRIEN PHO Honored Wine Glass – 尊爵 ©
  2. 2. PRESENTING TEAM: .FREDERIC BREMENT .ADRIEN PHO .ALVARO DE LA TORRE .MURIEL WOJDYNIAK
  3. 3. Table of content • The concept • Objectives and Strategy • The business (organizational chart) • Logistic and partners • Marketing and Communication actions • Financial point of vu • Legal • Risks and Worst case scenario • Conclusion
  4. 4. Introduction • Shanghai, China • Wine bar and retailer • Spanish & French wines, • Staff • Paid-in capital of EUR 50,000 • Funding request of EUR 100,000 • 4 years • 5,5% • Overdraft of EUR 10,000 • 7%
  5. 5. Become a trusted reference as an European wine bar and retailer in Shanghai
  6. 6. Vision People Portfolio Partners Planet Profit Productivity
  7. 7. Objectives Global: • Be known as a new wine shop concept, • To surprise them, • Discover a new culture, 3rd year objectives • Reach 35,800 bottles • turnover +34,25% • Increase the loyalty of our customers, • Develop our website : special members section • Increase our wine and liquor portfolio, • Open our second shop in Shanghai,
  8. 8. Objectives 5th year objectives • Reach 57,730 bottles sold, • Turnover by 115%, • Reference in Spanish wines, • Develop and create links with suppliers, • Increase our local partners, • Create a private club, • Open a 3rd shop in Shanghai, • Prepare the opening of a 4th shop 8
  9. 9. Competitive advantage • Knowledgeable staff in wine • Build trust with the customers, • Be able to say no, • Advice customers in their purchase according to • Their taste, • The atmosphere they want to create, • Quality of the wine 9
  10. 10. Our Strategy • Adrien Pho as the CEO • Hire Chinese people experts on wine, • Expand the concept as soon as possible, • Price policy: middle range class target, • Keep our original concept, 10
  11. 11. The business organizational structure 11 Frédéric BREMENT Marketing And sales director Alvaro de la TORRE Purchasing And logistic director Muriel WOJDYNIAK Human Resources director Salepeson 1 Saleperson 2 Bartender 3 Adrien PHO CEO Financial manager Bartender C Saleperson A
  12. 12. The employees Wine consultants • Give friendly and efficient advices, • Assisting the wine tasting events, • Reach the weekly objectives • Fixed wage + commission • Knowledge about: • European wine, • Chinese culture, • Selling skills 12
  13. 13. The employees Bartender • Must know each one of our wines, • Advice the consumer perfectly, impress him • Support to the sales, • Knowledge: • European wines, • Adapting/selling skills. 13
  14. 14. LOGISTICS 14
  15. 15. Spanish Suppliers • Marques de Riscal • Marques de Riscal Red Reserva • Baron de Chirel Reserva • Marques de Caceres • Marques de Cáceres Blanco Semidulce • Marques de Cáceres Rosado • Bodegas Berceo Gurpegui • Pintoresco • Berceo Crianza Seleccion 15
  16. 16. Wines from Spain 16
  17. 17. French Suppliers • Bordeaux Wines • Augey (White) • Baron du Pin • Bourgogne Wines • Hautes de cotes de Beaune . • Aligoté (white) • Pernod Ricard • Ricard • Chivas 17
  18. 18. Wines from France 18
  19. 19. JF Hillebrand • Help us in each section of the logistic. • Our importer to Shanghai Port. • One of the most important companies . • Facilities. 19
  20. 20. Incoterms 20
  21. 21. DAP (Delivered at Place) • This will be the contract that we will make with the importer company. • The importer will be responsible for making a safe delivery of our containers in our destination. • Include all transportation expenses, but not the duty. • Less risky, more cost. 21
  22. 22. Bonded Warehouse in Shanghai. • Manufacturing operations without payment of duty. • Managed by the state. • We will have to pay the taxes, just when we will take out boxes. • Integral part of the supply chain. 22
  23. 23. Market Conditions • Tariff on Spanish wines is 14%. • Wine in bulk, carries a tariff of 20%. • The VAT is 17%. • Consumption tax rises another 10%. • CIF value is applied to a tax of 56% for bulk wine, and 48.2% for wine bottling. • Labels 23
  24. 24. Transport • Main port: From Barcelona and Bordeaux port to Shanghai Port. • Also Valencia and Bordeaux, could be another option • Dominant support in global trade. • The cost will be less. • Huge capacity • Delivery time. 24
  25. 25. The cost 25
  26. 26. MARKETING 26
  27. 27. Marketing • Geographic Segmentation • 1.34 billion > Chinese population • 19 million > consuming wine • 14.3 million > imported wine • 248 million > purchasing power • Shanghai population : 23.71 million (2012) • Most mature market : 80% of the wine brands belong to the imported wine 27
  28. 28. Marketing • Psychographic segmentation 28
  29. 29. On- trade 80% Off-trade 20% Volume share in 2009 On-trade 65% Off-trade 35% Volume share in 2015 Marketing • Behavioral segmentation 29
  30. 30. Marketing • Targeting • Low-middle class and the up-middle class • Men and women • 30 to 45 years old • Employees • household income will be between CNY 25,000 and CNY 100,000. 30
  31. 31. Marketing Action plan • Social network campaign 31
  32. 32. Marketing Action plan Creation of a website 32
  33. 33. Marketing Action plan 33
  34. 34. 34
  35. 35. Marketing Action plan Flyers distribution 35
  36. 36. Marketing Action plan • Loyalty program • How does this program work? • When can you use your points earned? 36 Yuan spent Points earned Yuan won 20 1 200 10 1200 60 20
  37. 37. Marketing Action plan Creation of a brochure 37
  38. 38. FINANCE 38
  39. 39. Main assumption • Market share: 3% • 1 EUR = 7.95 CNY • Yearly sales increase: 115% Low Mid High 55% 25% 20% 115 140 250 39
  40. 40. Forecasts 26,730 29,901 35,886 50,508 57,730 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 Y1 Y2 Y3 Y4 Y5 Bottles sales in number of bottle Low end number of bottles Mid end number of bottles High end number of bottles Total number of bottles 40
  41. 41. Forecasts 249,228 279,391 334,598 470,934 538,272 0 100,000 200,000 300,000 400,000 500,000 600,000 Y1 Y2 Y3 Y4 Y5 Shop Sales in EUR Low end sales Mid end sales High end sales Total sales 41
  42. 42. Forecasts 311,535 349,239 418,247 588,667 672,840 0 100,000 200,000 300,000 400,000 500,000 600,000 700,000 800,000 Y1 Y2 Y3 Y4 Y5 Bar Sales in EUR Low end bar Mid end bar High end bar Total bar 42
  43. 43. Cash flow CF, 346,766 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 450,000 500,000 January March May July September November January2 March2 May2 July2 September2 November2 January3 March3 May3 July3 September3 November3 January4 March4 May4 July4 September4 November4 January5 March5 May5 July5 September5 November5 CashFlowinEUR CF 43
  44. 44. Risks • New quotas • Bad harvest in Spain and France • Cognac • Credit crunch 44
  45. 45. Conclusion • Expand up our own bar/shop in Shanghai • Become an important company in the wine sector. • Create more stores. • Important suppliers. • Increase sales. 45
  46. 46. THANK YOU 46 CONTACT@ZUNJUE.CN
  47. 47. Extra Slides To answer your questions
  48. 48. FINANCE
  49. 49. Worst case scenario • Portfolio expansion • Third tier cities • Sell
  50. 50. HUMAN RESOURCES 50
  51. 51. Recruitment • chinaHR.com • Acquired by Monster.com • 51Jobs • Reach 4 million people each week • Zhaopin • 1994: headhaunting website transformed. 51
  52. 52. Trainings • Wine training • Special contract with Marquès de Riscal • One week training in Spain • Exchange: minimum of bottles sold in a year • Chinese culture • Adrien Pho • 3 days in Shanghai • Balanced thanks to our staff 52
  53. 53. Contracts • Permanent contracts • 8h/days, • Trial period: 6 months, • Bartender: fixed wage: 500€ • Wine consultants: • Fixed low wage + a commission (1CNY/bottle) • 350€ + commission = • Share the sales of the month, Team spirit • Legal holidays: 16 days/year (for the first 10 years), • Trainings: for the co-founders: • Wine: Marquès de Riscala • Chinese: Adrien Pho 53
  54. 54. MARKETING 54
  55. 55. Marketing cost Cost In Euro In Yuan (CNY) Staff hire per hour 1,82 14 Survey (4 persons, 4 hours) 28 222,6 Flyers 500 unit pack 18,6 147,87 Flyers distribution (4 persons, 4 hours, 4 packs) 102 810,9 Caterer per person 10 79,5 Wine trade fair (all include) 5800 46110 Professional Brochure x1000 180 1431 Website creation and maintenance (first month free) 26 206,7 Loyalty card x1000 213,85 1645 Loyalty software hardware + support per month 15,34 118 Insurance 200 1590 55
  56. 56. Loyalty programm • Which company will make us those loyalty cards? • It will be a company called Loyalty Pro who has a subsidiary in China. They are offering software and hardware solutions for a loyalty program. • The package includes: • 1000 cards (design, production) • Docking station (computer – tablet – power supply – metal stand – system) • Loyalty Pro portal for web registration • Data base creation, storage, security and maintenance • License for the software • Warranty which cover the equipment • Customer relationship management tools • Cost: • It will cost 1,645 CNT for the production of card and the equipment installation, and then it will cost 118 CNY a month for the license and any maintenance and support needed. • It represents respectively 213,85 Euros and 15,34 Euros. 56
  57. 57. SEO Search engine optimization • Visibility of a website • Higher ranked on the search engine • Use keywords • Focus the content on an area of expertise 57
  58. 58. Insurance The General liability • It is covering product liability and personal injury protecting us (the co-founders) if a customer hurt himself inside the shop for example. Liquor liability insurance • To cover us against customer complaints and injuries caused by alcohol. Product liability insurance • Protect us in the case of product counterfeit and defect on a product. Business property • Knowing that the bar business can be more “risky” with lots of fragile items and glasses, alcohol, we will need some special policies according to the core of our business. Moreover, it will cover our shop from natural disaster. Workers’ Compensation • This will cover all our employees if they hurt and get damage inside their working area. Crime Insurance • The probability that this kind of event happen is low, but it is always important to be cover if people break into the shops to steal you. The price for this kind of professional insurance in the bar and catering industry is about 1,590 CNY a year representing 200 Euros. 58
  59. 59. Legal Legal Form of Enterprise. • We have chosen to set our business under a WOFE (Wholly Owned Foreign Enterprise) business form in Shanghai for several reasons: • Independence and freedom to implement the worldwide strategies of its parent company without having to consider the involvement of 
the Chinese partner; • Ability to formally carry out business rather than 
just function as a representative office and being able to issue invoices to customers in RMB and receive revenues in RMB; • Capability to convert RMB profits to US dollars for remittance to the parent company outside China; • Protection of intellectual know-how and technology. • Due to the WOFE form, the business has a life expectancy of 30 years maximum that can be renewed. 59

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