This document outlines the plans for a new English-speaking coffee shop called Friendship. It will be located near a college and aims to provide a comfortable atmosphere for students. The shop will offer coffee, tea and snacks at reasonable prices. It also aims to be a place for recreational learning where students can practice English. The document discusses marketing, operations, staffing, and design plans. It sets goals to be profitable through quality products and customer service, and to build the brand by creating an English-learning environment for students.

1. FACULTY OF FOREIGN LANGUAGES
Subject: PRINCIPLES OF MANAGEMENT
Lecturer: Dao Duc Tuyen
Group:
Tran Van Anh 12128900
Cao Ky Bao Tran 13128170
Tran Thi My Trinh 13128176
Bui Duy Khang 13128053
Bui Thanh Hung 11128040
Pham Thi Dung 11128000

2. Mission Statement
“Our mission is to provide a friendly, comfortable
atmosphere where the customers can receive the
quality foods, drinks, and services at a reasonable
price. Moreover, we also provide healthy
recreation environment where the students can
get knowledge through English services”

3. SITUATIONAL ANALYSIS
SITUATIONAL ANALYSIS ALSO INCLUDES:
• PROJECT AT GLANCE
• MARKET NEEDS
• SWOT ANALYSIS
• KEY TO SUCCESS

4. Project at glance
The shop’s name: Friendship
Products: coffee, tea
Capacity: 200 cups/day
Raw material: coffee beans, milk , sugar, cream, ice-cream, chocolate, matcha,
tea…
Labors: 5
Location: Kiosque in National university

8. Market needs
Convenience: the area of coffee shop is convenient for potential
customers because it is near the college area. Moreover, the coffee
shop often open the English exchanges with native speakers and
teacher of English language.
Customer services : serving the customers with superior attention
is what the employees are trained to provide. Besides,we also
provide many good books.
Competitive pricing : the price of coffee is quite cheaper than the
other coffee shop like Star Bucks or The Coffee House…

9. • Reasonable prices
• Enthusiasm of youth
• A recreation environment to get more knowledge...
• Wide variety of coffee and drinks
• A lot of home-made treats
• Start-up costs
• New business
• No reputation
• Diffference of pricing
• Learn many skills or new experiences
• Diverse target market...
• The fierce competition of other coffee shops
• Business pressures

10. Key to success:
1. Convenience
2. Customer attention
3. Good price

11. Menu

15. GOAL 1:PROFIT
OBJECT 1: MARKETING
TASK 1: START MARKETING BEFORE OPENING
TASK 2:PRICE
OBJECTIVE 2: SERVICE
TASK 1:STAFF
TASK 2: WIFI ACCESS
OBJECTIVE 3: QUALITY
TASK 1 : SUPPLY
TASK 2 : MAKING
OBJECTIVE 3: DESIGN
TASK 1: LOCATION
TASK 2: DESIGN
GOAL 2: BUILDING THE BRAND
OBJECT 1: DESIGNING AN ENGLISH SPEAKING CAFÉ MODEL
TASK 1: FACILITIES
TASK 2: DELIVERING MEMBERSHIP CARDS,DISCOUNT COUPONS
TASK 3: UPDATING INFORMATION

16. GOAL 1: PROFIT
MARKETING
SERVICE
QUALITY
DESIGN

17. Task 1: start marketing before opening
MARKETING
SERVICE
Quality
Design

18. Task 1: start marketing before opening
MARKETING
SERVICE
Quality
Design
Drop off free coffee to local businesses with a flyer that promotes opening day.

19. Task 1: start marketing before opening
MARKETING
SERVICE
Quality
Design
Give away coffee samples at a few local events before opening.

20. Task 2: PRICEMARKETING
SERVICE
Quality
Design
EVALUATION: COMPETITIVE PRICE

21. MARKETING
SERVICE
Quality
Design
STRATEGY: Complementary Pricing
Complementary pricing is a strategy where you will be charged at a
very low price, compared to your competitors, for a common item,
while raising the price on other items
EX: coffee and sandwich price
TASK 2: PRICE

22. MARKETING
SERVICE
Quality
Design
STRATEGY: Price Bundling
One pricing strategy popular in cafes is to bundle several items
together
TASK 2: PRICE

23. MARKETING
SERVICE
Quality
Design
STRATEGY: Customer Loyalty Discounts
This strategy builds loyalty and repeat business by offering
customers something for free or a discount
TASK 2: PRICE

24. MARKETING
SERVICE
Quality
Design
TASK 1: STAFF
Value system: FROTH
• Friendly
• Respect
• Ownership
• Teamwork
• Honesty

25. MARKETING
SERVICE
Quality
Design
TASK 2: WIFI ACCESS
Coffee shops were probably one of the first businesses to offer WiFi to
customers, because students or writers go to coffee shops to study or
otherwise work on their laptops

26. Objective 3
ProductSupply Making
MARKETING
SERVICE
Quality
Design

27. Company Logo www.themegallery.com
Product
Plan for purchase
Do purchase
Appraise purchase
Supply products

28. Plan for purchase
Research market,select supplier4
Ascertain Aims1
Ascertain Needs2
Ascertain Ways3

29. Aims
Low expenses: Depend on
•Competitive price
•Suitable quantity
Quality:
•Appropriate customers’liking
•Not stagnating

30. Needs
Ascertain kinds of coffee
Depend on planning for selling to list kinds of coffee
Ascertain quantity
=buy+surplus coffee in this month – surplus coffee in last month

31. Company Logo www.themegallery.com
• What is the way to buy?
– Signing the contract: Order from the large agent about
detailed quantity, quality, kinds, time to buy

32. Select supplier/agent
Discount with large quantity buyingGood feedback from buyer
Fast delivery
High quality
Competitive prices
Sufficient kinds
Text

33. Do purchase
1
Purchaser
•Careful
•Pleasing
2
Delivery
Straight delivery fom agent
to coffee shop
3
Receiver
•Check carefully coffee
situation, packs
•Check directly bettween
two partners

34. Quantity
Expenses
Diminish
Speed
Time
Appraise
purchase

35. Making
1
Prepare good products
2
Clear machine usually ,make sure machine doing well
3
Makers use machine skillfully

36. Evaluation:
1. Visibility
2. Easy in & out access
4. Cost
MARKETING
SERVICE
QUALITY
Design
Task1: Location

37. MARKETING
SERVICE
QUALITY
Design
Task1: Location

38. Task 2: Design
Evaluation: A Clear Concept That Appeals to Your Target Audience
MARKETING
SERVICE
QUALITY
Design

39. Task 2: Design
My coffee shop will be designed to create atmosphere for easy
English communication and drinks enjoying
MARKETING
SERVICE
QUALITY
Design

40. GOAL 2 : Building the brand of an English
speaking cafe

41. Objective 1 : Designing the effective English cafe
model
• Task 1 : Providing the facilities to support members in learning
English
 Tran is responsible for collecting English materials such as
English books,dictionaries, novels,documents...
Criteria : 1st week/50 books,2nd week/150,4th week/300
 Trinh’s responbility is to seek 2 micros,1 laptop,1 screen,1
projector and 1 guitar within 2 weeks.
Criteria : These devices need to be brand new

44. • Task 2 :
Making membership cards and drinks discount coupons for
active members in the first period of time.
 Responsible person : Khang
 Duration : 1 week
 Criteria : 200 membership cards and 100 discount coupons
for the first 100 people who join the club.

46. • Task 3:
Updating information of the club frequently by posting it on
website or Facebook. Writing the description and
announcement about the main activities of the club.
 Responsible person : Hung
 Criteria : News are updated exactly and weekly , deadline is
each 4 days before the next meeting happening

48. Objective 2 :
Creating an English
professional
environment for
students.

49. Task 1 : Inviting some teachers and specialized
foreigners, using proficient English to lecture and inspire
members.
• The responsible person: Trinh
Duration: 1 week.

50. • Task 2 : Recruiting, training more volunteers and
administrators to change the face as well as the quality
of the club.

51. • Task 3 : Training staffs who are willing to talk,
communicate with customers by English.