tiểu luận khởi sự kinh doanh và quản trị sme start up report “fresh vegetables” plan

Business plan According to research, an adult needs to eat 0.3 kilograms of vegetables a day.Vegetables and tubers, in addition to providing essential vitamins and minerals forthe body,

First of all, we would like to express my deepest appreciation to all members ofour group to work together and complete “Fresh Vegetables” Planning We aregrateful to Mrs Tran Minh Thu, the teacher of the subject

We would like to express our deep attitude to our instructor, Mrs Tran Minh Thufor her generous support, coaching, patient guidance and companionship duringthis course that helps us in completion of project Which she has been teaching us

is not only their precious knowledge but also her experiences about psychology,life, work and learn She shows us a new insight in problems, how to solveproblem by different ways It makes her stand out from others and create positivethinking on us Again, thank you, Mrs Tran Minh Thu with all our best regards

We have taken efforts in this project However, it would not have been possiblewithout the kind support and help of many individuals of group We would like tothank all the members of our group who involve, contribute their abilities and workhard to complete this project

Sincerely,

CHAPTER 1: BUSINESS IDEA

1 Business plan

According to research, an adult needs to eat 0.3 kilograms of vegetables a day.Vegetables and tubers, in addition to providing essential vitamins and minerals forthe body, also have a lot of fiber in vegetables to speed up the process of removingtoxins and fats from the body Also, eating the right amount of fruits andvegetables as part of a low fat, high-fiber diet may lower the risk of serious healthproblems like obesity, type 2 diabetes, heart disease, stroke, and certain types ofcancer

Eating vegetables is an essential need for each person Also, doctors alwaysadvice that people should eat clean, sourced vegetables and tubers Today, thedusty environment and vegetables are so widespread that you need to consult theinformation and choose a reputable food buying location

In Hanoi, there have not been a lot of fresh vegetable stores with high quality anddetail sources Therefore, we choose to open a fresh vegetables store to start ourbusiness

2 Our vision

 Short term:

In the first year, our vision is to make available a wide range of fresh vegetableswhich is reach the standard to a wide range of customers in the location where wehave vegetable store

 Long term :

From year two, we will open more stores in Hanoi and from year three isneighboring provinces, become a trustworthy chain of fresh vegetable store.

3 Our Mission

Our mission is to build a fresh fruit and vegetable retail business that will become aleader in our business; we want to establish a retail chain of vegetables and fruitsand in the near future will run a standard vegetable farm

CHAPTER 2: MARKETING

1 Market analysis

Nowadays, providing fresh vegetables service in Hanoi is a potential market.This is crowed area with high educational level and standard income, so thedemand for fresh vegetables is also greater than other areas Many people usually

go to small markets nearby their home to buy vegetables, which normally do notensured about the origin and quality of products, causing the customers concernabout food hygiene However, because of the availability and time-saving, peoplenormally choose to buy vegetables at those store for their family's meals Due tothe fear of food hygiene and the increasing level of awareness of the importance ofhealthy food for health and fitness, the demand for healthy, fresh vegetables hasbeen increasing day by day and will become a new, modern life style in urban area

1.1 Competitors

In terms of product, we determine our competitor is many other fresh vegetablesstores in Hanoi Although eating fresh vegetables will soon be a trend, changingthe habit of citizens is absolutely challenging A lot of people are not willing to paymore money for fresh vegetables because they think that vegetables in many smallmarket are considered to be nutritious and affordable but still could help them toget enough energy until the next meal However, the perception could be changedue to our introduction on the harmfulness of unclean food-borne diseases.Therefore, we determine our main competitors are other fresh vegetables stores

After analyzing, we choose two competitors to analyze, which are Orfarm and BacTom.

Table 2.1: Competitors

Product Fresh vegetables Organic

vegetables, Fruits,Meat, Seafood…

Fresh vegetables,Organic

vegetables, Fruits,Meat, Seafood…

5km distance withbuying combo,support for ordering,Professional system

of serving, fastdelivery

 Knowledge

vegetables will beintroduced carefully

by staffs to thecustomers

delivery 5kmdistance with billsfrom 199,000VND , support forordering,

Professionalsystem of serving

customers tocome

delivery5kmdistance withbills from 200,000VND,support forordering,

professionalsystem of serving,fast delivery

outlets forcustomers tocome

Marketing Social network Social network Social network

providing freshfeeling

4. How often do you cook?

 Rarely

 Usually

5. Where do you choose to buy food for your family:

 Small markets nearby your home

 Supermarkets

 Fresh vegetables stores

6. Do you concern about the food origin?

2 Marketing strategy for one year of operation

- We use Marketing Mix 7P’s for marketing strategy

2.1 Product

2.2 Quality

- Tangible quality attributes

 Not attacked by insects

- Intangible quality attributes

 Environmentally friendly production techniques

 Brand reputation of vegetable supplier Image of supplier

Supply:There are a few key standards with suppliers

 Quantity expected for delivery

 Delivery time

 Standard expected ( Quality of vegetables inspected and accepted )

- When vegetables are delivered, the supermarket staffs are trained to selectonly the best Any produce that does not meet the standards is given back to thesupplier/supplier

- Product list: all vegetables, tubers and herbs ( specially seasonal vegetables)

- Product’s life expectancy:

 Days for products: About 5 days to 1 week Therefore, we consider howfrequently we will need to restock our produce: Three times a week

2.3 Price

- 3 product packages for a month:

 Combo 1: 799.000 VND for small family ( 2-3 people)

 Combo 2: 999.000 VND for nuclear family (4-5 people)

 Combo 3: 1.199.000 VND for extended family (6-7 people)

- This is the price set after analyzing market price,while other competitors settheprice either too low to assure the quality of the product or too high to reach abigmarket size, we set the medium price, which is suitable for target customers weanalyze

- Buyers can choose the combo they want and vegetables will be delivered totheir home

- Our store can provide more package choices depend on customer’s want

2.4 Promotion

- Promotion plan for our Fresh Vegetables is designed for 3 stages

 Introduction: From 1/2020

Goal: Raise the awareness of the customer, promote trial

Means: Marketing online (Facebook marketing), run promotion program, discount10% on the opening day and every Sunday “HAPPY SUNDAY”

Marketing offline: providing printed advertisements at building office and points

of traffic around, word of mouth by the relationships

 Growth: From 4/2020

Goals: Raise the awareness, boosting sales

Means: Marketing online, discount 10% in every Sunday “HAPPY SUNDAY”

 Maturity: From 7/2020

Goals: Raise the awareness of new products, boosting sales, maintain customerrelationships.

Means: Marketing online, discount 10% for every Sunday “HAPPY SUNDAY”

be closer to our customers.Besides, it could also lower our rental prices than being

in some center districts

2.6 People

- Our goals are to provide great support for customer to get their high-quality

of meal with fresh products

 Internal PR : Focus on each employees

 Having internal events, recreational activities, team buildings …

 Giving recognition to people during birthday (By emails or message ) orwhen they receive awards…

 Given at least 13 months of salary…

 Long-term rewards

 Sending gifts to employee families on Tet holiday…

 External PR: We have to build up and maintain relationships and customerservice system towards distributors, suppliers, the media…

 Working with the media: Launch a new service, awards for the company…

 Event: the opening, the trial sample product…

2.6 Process

Table 2.2.

 Customers : Come into the service, the most important factor in the system

 Facilities: Includes equipment which is necessary for service and materialenvironment

 Service staff: Includes employees who have direct contact with customers,indirect service personnel and managers

 Service: is the goal of the system and at the same time is the result (output)

of the system The service is determined by the scenario outlined

 The process receiving and stocking ( tips)

- Prepare the backroom Get rid of trash, stack empty boxes, and condensemerchandise to make room for the load

- We will create maps of your refrigerator space to find out where the coldest(usually near the fan) and warmest (usually near the door) spots are located to help

you store your produce at the right temperature for the best flavor and the leastspoilage Keep items in the same place each day so we can quickly find neededproduct When unloading the truck, try to park items in set areas to minimizehandling them multiple times.

- When picking up or receiving a produce delivery, accept only produce itemsthat are within their recommended temperature ranges

- Handle with care! Never throw or drop produce This can cause damage andshrink

- Rotate items using the First-In-First-Out (FIFO) method Place newer itemsbelow or behind older items so that you can be sure to rotate all of your produceinventory out onto the sales floor before it goes bad

- Dating keeps track of aged inventory

- A clean ship is a happy (and safe) ship Stack away empty pallets, dump thetrash, sweep, and mop the floor

- Check the load you just put away Did everything arrive as ordered,compared to your invoice? This is the time to note outages or shorts and makeadjustments with your warehouse

2.7 Physical evidence

- The store locate in apartment building with targeted customer : the citizens

in area with standard income

- Medium size for store : enough space for customer

- The store is decorated with light color, certificate, food classification…

3 Estimate marketing budget for 1 year

3.1 For the first three months

Table 2.3: Marketing cost for first 3 months

3.2 For the next three months

Table 2.4: Marketing cost for next 3 months

3.3 For the rest of the years

Table 2.5: Marketing cost the rest of the year Facebook 1,000,000 1,000,00 1,000,00 1,000,00 1,000,00 1,000,00

3,896,100

3,896,100

Total 4,096,900 4,096,90

0

4,896,100

4,896,100

4,896,100

4,896,100

=> Total: 73,061,400VND for the first year.

CHAPTER 3: HUMANCE RESOURCE MANAGEMENT PLAN

1 Job analysis

- The first step of human resource planning is to identify the company'scurrent labor pool This is when a company performs a comprehensive audit of theskills, demographics, qualifications, experience and compensation of every worker.Fresh Green Grocery has to determine if these statistics fit in line with thecompany's goals In the first year, how many staffs does the firm need to compete

in market and operate business? Or should the company reorganize its staff so that

it can make more money?

- Job Analysis involves gathering information and analysis of information ofcrucial information about all jobs and staffs that Salad Bar need to operatebusiness Job Analysis involves both Job Description and Job Specification, whichincludes an assessment of the nature of the job as well as the knowledge, skills andattitude of the jobholder In other words, Job Description provides details regardingthe content of the job in a written format and Job specification is a written record

of the qualities and qualifications which a Jobholder should be having for handling

a job

Table: Salary per month and per person

Table 3.1

Quantity

Type of employee Salary ( per person per month)

day + sale figure: 1%* revenue

staff

1 Full-time 7,000,000 –VND + 15,000 VND

per daySaleswoman 2 Part-time 15,000 VND/ per hour + 100,000

VND per month

3 Recruitment & selection

3.1 Recruitment

Figure 1: Recruitment process

In first round (Application), we recruit by 2 ways, throughfriends and postrecruitment information online (YBOX, TOPCVand Facebook with running ads).Application includes CV, cover letter that sendinto manager’s email After that,manager will filter applicants based on CV andarrange individual test andinterview For important positions, test will be relevantto professionalqualification For accountant, cashier, warehouse staff (also work as shipper) orsaleswomen, we test their problem – solved It will be more detail in the next partSelection Interview round just test them on personality and attitude

Application Individual Test Interview On Training Get Job

Afterinterview, employees will have 1 month to have on – job training If they dogood job, they will become officially employee of store

3.2 Selection

Table 3.2: Selection process

Job Description Job Requirement

1 Accountant  Itemizes and totals

purchases by recordingprices, departments,taxable and nontaxableitems; operating a cashregister

knowledgeand familiaritywithelectronic equipment

 Customersatisfaction-Oriented

 Attention to detailandmathematical skills

purchases byredeemingcoupons

 Collects payments

by accepting cash, check,

or charge payments fromcustomers; makingchange for cashcustomers

knowledgeand familiaritywithelectronic equipment

 Customersatisfaction-Oriented

 Attention to detailandmathematical skills

 Sales skills

 High school degree

3 Warehouse staff  Manage amount of

vegetables in and out thewarehouse to check withcashier

motorbike

Hanoi’sStreet

 Delivery

onlineCustomer

 Import productsand check the quality

 High school degree

introduce and give thebest advice, maintainrelationships withcustomers

 Prepare vegetablesfor store everyday

 Collect moneyfrom customer

 Flexible

communication

 Have knowledgeabout vegetable and itsfunction

4 Training and development

The training and development process begins at the time a new person gets hired.The training process continues when an employee goes to in-house and externaltraining programs Each learning situation should help an employee move from herpresent skill level to a desired skill level The detail training reduces the turnoverrate of staff and the cost of training new staff

- Training Program

Table 3.3

Topic 1 Company’s culture Training about vision, mission,

development strategies and companyculture: smile and greet/ goodbye tocustomer …

Topic 2 Employee Orientation Orienting employees about their detail

careerTopic 3 Employee’s

To satisfy customer and protect store

 Orientate and support employees

 Set the direction for the employees

 Apply his training and other skills and abilities to perform the job well

 Add additional training programs to his individual plan

 If he does well, he will get promotion (higher position) and increase salary

or give bonus at the end the month