kim ’ s cafe hse summer school program doing business in russia n.i.guseva
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Kim’s cafe
Group 3Kim JiwoongLee YoungjaeKim Suyoung
-Business plan presentation forKorean traditional desert cafe
HSE Summer School Program Doing business in RussiaN.I.Guseva
1. Introduction(1)Shop(2)Menu
2. PEST Analysis
3. SWOT Analysis
4. Market research(1)Market research result & problem(2)Solution
Contents
5. Promotion strat-egy
Among the various cafés, what is the Kim’s café’s property and why they can have oppor-tunity to get reach to customer satisfaction.
1. Introduc-tion
Shop
Menu
Intro-duction
What is Kim’s Café?
It is Not concealed Not protective café that provides not only Korean traditional bev-erages but also open & refresh atmosphere. With special desserts and healthy teas, Kim’s café invites you to exotic stimulate and joyful lifestyle from your monotonous life.
Before start up new business, it is really im-portant to know the market environment. In this chapter will show you the real situations we faced with analysis tool.
2 & 3 Analy-sis
PEST
SWOT
PEST Analy-sisOrganization-Russia government has emphasized on the startup. Korean organizations support global business.
Policy-111st according to IFC. 3.6% registration
fee and 30days for registration.
Employment act-Labor contract right, Contract duty, Required documents, Mandatory to contract, Probation system
GNI-In 2013, Russia’s GNI was about 12,700 dollars.
Spread of population-In Moscow, the age of 20 to 24 takes the greater part of all ages.
Dietary habit-Russia people like sweet things. Es-pecially the chocolate.
Market-12~15% restaurant market growth rate, and about 1150 café opened in 2013 1st quarter
Inflation rate-Inflation rate in 2012 was 6.6%, and 6% in 2013.
Social preference for healthy food-Among Russian people, health products are getting popular..
IT technology-Young people use SNS via smart phone. Odn-oclasniki and Bcondacte has more influence.
Software-Store management program and point-of-sales system
Machinery-Espresso machine and ice crusher
P ES T
SWOT Anal-ysisS
W
O
T
Unique-Special and various taste
Low material cost-Ingredient cost, Bingsu cost in Korea
Simple recipe-No training cost, Quick making
Health-Healthy nuts, fruits and grains
Blue oceanProvide various taste
Competitive price, High margin
Reduce employment cost,Same service in every shop
Attract diverse buying public
Lack of capital-High risk money
Weather condition-Long and cold winter
Start-up supporting organizations, an-gel investment, clouding fund
Adding sub-menu like Korean traditional tea and selling Bingsu with coffee
Low awareness-Trust, Marketing price
Making various marketing strategies(SNS, Festivals)
By now we analyzed market situation with a big view. And now let’s see the market in de-tail and build up business plans.
4. Market re-search
Results & Problems
Solutions
Solu-tions
Low profit high price
Too much menu
High material cost and storage cost
Waiting time
Unequal task division Long waiting line
Eng-lish
No English Hard to order
Simple menu
Specialized menu
Low training cost
Guide book
English menu
Preready menu
Enhance customer royalty
Have competition in interna-tional customers
By gathering all information before, we will show you out secret strategy to successful business in Russia.
5. Promotion strat-egy
Promotion strategy
11 million
10.5 million
2013 Russia age group
Use Youth power!Energetic Challenging Talking
15%
Advertisement Flyers
SNS Coupon
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