Kế hoạch kinh doanh nhà hàng Kain an BP

Từ việc phân tích các điều kiện bên trong, bên ngoài, các yếu tố vĩ mô, vi mô cũng như điều kiện tài chính, thị trường, nhu cầu khách hàng để đưa ra một kế hoạch xây dựng nhà hàng Kain An mang 2 phong cách văn hóa là Philipin và Việt Nam. Kain An là một nhà hàng Phi Việt với phong cách sang trong, độc đáo. Các dự toán tài chính về việc xây dựng và kinh doanh nhà hàng đều đã được thực hiện. To let people relax and enjoy life by serving them a variety of high quality FilipinoVietnamese food and beverages and bringing them funfilled experience while dining at our restaurant. Kain An, a happy place to dine in

I EXECUTIVE SUMMARY

Introduction

Kain-Ăn Bar and Restaurant is a start-up bar and restaurant retailestablishment located in the center of Thai Nguyen City Kain-Ăn expects to catchthe interest of a regular loyal customer base with its broad variety of Vietnamese andFilipino dishes and beverages The company plans to build a strong market position

in the city, due to the industry experience along with its competitive climate in thearea

Kain-Ăn aims to offer its products at a competitive price to meet the demand

of the middle-to higher-income local market area residents and tourists

Products and Services

Kain-Ăn offers a broad range of Vietnamese and Filipino dishes along withvarious types of drinks Kain-Ăn caters to all of its customers by providing eachcustomer dishes that is made to suit the Vietnamese customers

A The Macro Environment

PESTEL Study

 Political and

o Low to no tariff and relaxed customs law for ASEAN member countries

o Vietnam is controlled by the Communist Party of Vietnam

o Led by a President as head of State and Prime Minister as head of the Government

o Currently, the country is free from neither war nor conflict with any other countries

 Economic

o Socialist-oriented market economy

o Stable Exchange rates versus US Dollar

o Two stock trading centers: Ho Chi Minh Stock Exchange and Hanoi Stock Exchange

o Decreasing Inflation rate at 7.5% by the end of 2012

o Internet connection is available all throughout the country

o Social Medias such as Facebook and Twitter are accessible anywhere

o Cell Phone signals are present all over the country

o Credit and Debit cards are increasing its popularity

o Point of Sales can be applied in their local banks

 Ecological

o Fresh water is accessible to 99% of the citizens

o Reduction, collection, recycling, and reuse of wastes is being

o There is a law protecting the consumers

o Free trade agreement between ASEAN countries

o The National Assembly, a unicameral legislative body, governs the countries legislation.

B The Industry/ Sector

Industry: Food

Sector: Fast Food

Target Customers (Customer Preposition):

- New Space Bar- Coffee

- Han Quoc Gimbap

- Duc Tin Restaurant

- Nha Hang Bia Hoi Hai Van

 McDonald’s

Micro Market

Because our group wanted to open up a new Bar and Restaurant in ThaiNguyen City, we observed two of the most famous food places in the city Theobservations we obtained will be of great help by giving ideas on what factors attractpeople well and what makes them successful Here are the results

New Space Bar-Coffee

 The location is strategic A lot of banks and other establishments are near itthat’s why a lot of people can go their without the hassle

 Office people and university students usually go there for lunch or dinnermeetings, and small celebrations But there are also a lot of commonerswho go there for meals alone, whether they are groups, couples or solocustomers

 Most of the staffs are very hospitable yet there are some who are quite theserious type But still, they serve the customers well

 The water closet is sanitary and is well supplied with toiletries

 They serve a wide variety of foods from set meals to individually serveditems

 As for the furniture, customers can also choose on where to dine Fromsmall tables to couches or the Asian style of dining

 They have televisions around the place wherein customers can alsoentertain themselves while they eat or while they wait for someone

Gimbap Han Quoc Restaurant

 It is a Korean restaurant that serves a wide array of Korean traditional foods

 They’ve got common tables and private rooms wherein customers canchoose where to dine

 They accept reservations and they give discounts to customers who choose

to celebrate their birthday in the place

 The manager and the waiters are very accommodating and they check onyour conditions by and by

 The location is good

 The experience is unique because they want you to dine in the place theKorean Way.

 The ambience is very light and happy as the place is painted with brightcolors

 The serving size is good because they serve it an amount that is more thanthe usual serving of other Korean restaurant in the city

Summary of Opportunities and Threats

4 Thai Nguyen City has more than 100,000 university students

5 Internet connection is available all throughout the country

6 Social Medias such as Facebook and Twitter are accessible anywhere

B Threats

1 There are over 50 Bars and Restaurants all over Thai Nguyen City tocompete with

2 Filipino foods might not be liked by Vietnamese people

III THE INTERNAL ASSESSMENT

A Outputs and Outcomes

Kain-An Bar and Restaurant Projected Income Statement (For a Period from January

2015 to December 2015)

In VND

Sales VND 160,000,000.00 100% Less: Cost of Goods Sold (VND 70,000,000.00) -44% Gross Profit VND 90,000,000.00 56% Less: Operating Expenses (VND 35,000,000.00) -22% Operating Income VND 55,000,000.00 34% Add: Non-operating Income VND 9,500,000.00 6% Less: Non-operating Expenses (VND 6,300,000.00) -4% Net Profit Before tax VND 58,200,000.00 36% Less: Income Tax (VND 11,640,000.00) -7%

Net Profit VND 46,560,000.00 29%

Kain-An Bar and Restaurant

Projected Balance Sheet

Non-current Assets

Furniture VND 13,000,000.00 Less: Accumulated Depreciation (VND 2,600,000.00) Dining utensils VND 8,000,000.00 Less: Accumulated Depreciation (VND 1,600,000.00) Bartending tools VND 11,000,000.00 Less: Accumulated Depreciation (VND 2,200,000.00) Gas ranges and ovens VND 48,000,000.00 Less: Accumulated Depreciation (VND 9,600,000.00) Air conditioners VND 66,000,000.00 Less: Accumulated Depreciation (VND 13,200,000.00) CCTV Cameras VND 9,000,000.00 Less: Accumulated Depreciation (VND 1,800,000.00) Freezers VND 35,000,000.00 Less: Accumulated Depreciation (VND 7,000,000.00) Total Non-Current Assets VND 152,000,000.00

Stockholders' Equity

Kain-an, Capital VND 160,000,000.00 Total Stockholders' Equity VND 160,000,000.00 Total Liabilities and SE VND 252,000,000.00

= 12% (80%)

Cost of Capital = 9.6%

Accounting Rate of Return

ARR = Net income / Investment

= 46,560,000 / 252,000,000 ARR = 18.47%

Net Present Value

C.Competitiveness of Physical Facilities

Shaira Ilao  International Business Graduate

 Management

 CookingChristine May Aloner  International Business Graduate

 Human Resources Expert

 Singing

 Financial Expert Andrea Villaverde  International Business Graduate

F Organizational Affiliations, Alliances and Linkages

List of Potential Affiliations of Kain-An Bar and Restaurant:

1 To be able to reach target monthly sales with minimum amount of 100M VND

2 To penetrate into the Thai Nguyen market and reach our target share reaching 1000 customers

3 To receive positive return into the business with 25% ROI and 30% ROE

4 To be well recognized by the 60 % population of Thai Nguyen City Community

5 To meet and respond to our customers’ wants and needs achieving 80% satisfaction

6 To receive high ratings from our customers aiming 5% of customer complaints; (-1%) after every quarter

II Organizing

A Kain An’s Organization Chart

Figure 2

III Leading

Work performed by employees is according to Kain An’s goals Employees

have clear understanding with expectations Award and bonus salary for

ensuring performance Opportunities for employee development are

identified Employee performance that does not meet expectations is addressed.

A Evaluating Performance Methods

1 360 degree feedback

360 Feedback as a Development Tool to help employees recognize strengths and weaknesses and become more effective when done properly

2 Employment-Practices

Working Hours & Conditions:

In compliance with applicable laws, regulations, codes and industry standards,

Kain-An is expected to ensure that their employees have safe and healthy workingconditions and reasonable daily and weekly work schedules Mention the workinghours/days

Child Labor:

Kain-An not use workers under the legal age for employment for the type of workbeing performed in any facility In no event should Kain An use employees youngerthan 18 years of age

IV Controlling

Related with the controlling the task and its evaluation that how a managercontrol all inventory management, all employees activities, assign tasks to employees and evaluate them with desired goals and objectives

• All Planning tools for marketing

• Under General Manager and Assistant Manager

• Use of 4 P’s (Product, Price, Place, Promotion) and Extended P’s (Physical Evidence, People and Process)

• Basic purpose of the marketing department is to advertise its products in the market and keep eye on the competitors that what they are doing

Financial

• Under General Manager and Bookkeeper

• Provides close support the business manager on the financial implication of business strategies

• All final accounts of business transactions.

• Finance Department analysis the business results and prepares the monthly and quarterly review of business operations

Production and Operation

• Under Assistant Manager

• Following operations and functions

• Cooking

• Cleanliness

• Administration of restaurant

• Complaint

• Handling of the customers

• Daily order to procurement Department

• Day to day demand forecasting

• Daily lectures to crew people

Human Resource

• Under General Manager

• To provide highly qualified and competent employees to organization

• Reviewing application form

• Interviewing applicants

• Inducting new employees

• Appraising employees performance

• Make a decision about the employees training

• Provide a career advice to subordinates

I Organizational fit

What do we do?

- Render the customers quality service and accommodation that will make them

feel comfortable and at home

- Cater the target market delicious Filipino and Vietnamese dishes that is proved

of freshness and quality

- Provide entertainment inside the bar and restaurant while in it

- Showcase Filipino and Vietnamese arts and culture Feeding not just thestomach with food but the eyes and mind as well

- Let people relax inside our place and enjoy the ambience and the arts andculture inside Kain-An.

Summary of Strengths and Weaknesses

1 It is diversified and distinct because of 2 cultures that will be

integrated into the business

2 Has affordable meals and wide array of choices

3 Eating out is a culture of the Vietnamese people

4 Computed profitability ratios, projected financial statements and other quantitative measures show high viability and feasibility of the business

Weaknesses

1 It is new and it doesn’t have a strong foundation yet.

2. The concept is not so obvious and they might not understand the name of the business unless it will be explained to people

IV SWOT ANALYSIS

4 Thai Nguyen City has more than 100,000 university students

5 Internet connection is available all throughout the country

6 Social Medias such as Facebook and Twitter are accessible anywhere

3 Eating out is a culture of the Vietnamese people.

4 Computed profitability ratios, projected financial statements and other

quantitative measures show high viability and feasibility of the business

D Weaknesses

1 It is new and it doesn’t have a strong foundation yet

2 The concept is not so obvious and they might not understand the name of the business unless it will be explained to people

E Strategic Options

Table 7

S

(S1, O1) We are going to create a

striking and remarkable marketing

campaign that will emphasize its

concept and introduce itself into the

community

(S1, T1) Research and develop

vital parts of the business like location, menu and things alike

W

(O3, W2) Decorate and design the

place with the fusion of Filipino and

Vietnamese style of art and culture

(W1, T1) Create a strong

impression to people by planning a grand opening day that will

introduce “Kain-An” to everyone

(W1, O4) Negotiate and create deals

with credible suppliers; radio stations or

other potential partner organizations in

Thai Nguyen City

Use the social media to spread the

news about the bar and restaurant

V VISION, MISSION AND OUTCOMES

A Vision Statement:

“To become a happy place to dine in.”

B Mission Statement:

To let people relax and enjoy life by serving them a variety of high quality Filipino-Vietnamese food and beverages and bringing them fun-filled experience while dining at our restaurant.

C Objectives, Key Result Areas (KRAs) and Performance

Indicators (PIs)

Table 8

Objectives Key Result Area Performance Indicator Strategy

To be able to reach

target monthly sales Target 1

st month’s sales 100 000 000 VND Offer promotions, gratitude-to-customers

programs to attract customers on its first month of operation

Increase in annual sales 10% increase in yearly

sales a Conduct activities or performances on special days

b Continue on offering promos or discounts

To penetrate into the

Thai Nguyen market

and reach our target

share

To serve customers on the first month of its operation

1,000 customers Follow the promotion, advertisement and

loyalty programs to achieve targeted no

of customers on its first month of operation

Target a market share atthe end of first year 10% Follow the strategic / action plan so that target reach will be achieved.Gradual increase in

market share every quarter

2% every quarter until itreaches becomes one

of the most famous bar and restaurant in Thai Nguyen

Continual application of the strategic / action plan so that the target market reachwill be achieved Periodically, modify parts

of the plan using previous results of qualitative and quantitative tests or feedbacks / suggestions from customers

To receive positive

return into the

business

 Return on Investment

 Return on equity

*both at the end of year 1

25% ROI30% ROE a Minimize costs through effective BTL marketing

b Maximize returns by reducing the distribution of flyers or posters by 75% after the second quarter andfocus on Gratitude-to-Customer Program and rely on “word of mouth”

c Invite bloggers to try the foods in the bar and restaurant and blog

can give to the customers Every employee should know the value

of each customer

b Place a suggestion box near the counter or the exits and put papers in every table or the counter as well

To receive high ratings

from our customers Positive/high ratings from our customers a Average rating of 8/10 from

our customers

b 5% of customer complaints;

(-1%) after every quarter

a Ask customers to answer a rating sheet after dining or drinking into the restaurant

b Invite bloggers to try the foods in the bar and restaurant and blog about it

D.1Strategies, Programs, Activities and Task, Resource Allocation

Table 9

Resources Amount Responsible

spaces in Thai NguyenCity

- Negotiate

- Finalize

1 000 000 VND:

-200,000 for transportation

-400,000 for meals-100,000 for others

Owners September

2014 – October 2014

Development Program Menu Creation Program -Identify dishes to be included in the menu

- Pricing

- Lay-out design-Printing

300,000 VND Owners October 2014-

November 2014

Renovation and Design -Redesign the space-Prepare the materials

-Proceed to renovation

8,000,000 VND-3,000,000

Owners October

2014-2ndweek of