Ice Cream Parlor

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This is an business plan on an ice cream parlor, based on in the capital city of Bangladesh. The report contains organizational structure, marketing plan. financial analysis etc.

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<p>A Business Plan on Ice Cream Parlor Cream DreamIn Bangladesh Context</p> <p>Yeasir Hasan Malik</p> <p>Table of Contents1. EXECUTIVE SUMMARY .......................................................................................................................... 5 2. INTRODUCTION OF THE REPORT .............................................................................................................. 8 2.1 Origin of the report ............................................................................................................................. 8 2.2 Objective of the plan........................................................................................................................... 8 2.3 Scope ................................................................................................................................................... 9 2.4 Methodology....................................................................................................................................... 9 2.5 Limitation ............................................................................................................................................ 9 COMPANY IN BRIEF ..................................................................................................................................... 11 3.1 Background ....................................................................................................................................... 11 3.2 Introduction to the service ............................................................................................................... 12 3.3 Vision................................................................................................................................................. 14 3.4 Mission Statement ............................................................................................................................ 14 3.5 Business objective ............................................................................................................................. 15 4. THE VENTURE .......................................................................................................................................... 16 4.1 Name and address of the project ..................................................................................................... 16 4.2 Location of business .......................................................................................................................... 16 4.3 Legal status ....................................................................................................................................... 17 4.4 The size of business........................................................................................................................... 17 4.5 Statement of financing need............................................................................................................. 18 4.6 Scope of Operations.......................................................................................................................... 18 5. AN INDUSTRY OVERVIEW........................................................................................................................ 19 5.1 Characteristics of ice-cream retail industry ...................................................................................... 19 5.2 Why some ice-cream business does well.......................................................................................... 19 5.3 Keys to success .................................................................................................................................. 20 2</p> <p>5.4 SWOT Analysis of Business................................................................................................................ 21 5.5 Environment scanning ...................................................................................................................... 22 5.5.1 The Legal and Political Environment .......................................................................................... 22 5.5.2 Technological Environments ...................................................................................................... 23 5.5.3 The Social and Demographic Environment ................................................................................ 24 5.5.4 Economic Environments ............................................................................................................ 26 5.5.5 Natural Environments ................................................................................................................ 27 5.5.6 Threats of existing competitors ................................................................................................. 29 Other forces of competition ................................................................................................................... 32 Competitive strategy............................................................................................................................... 32 6. ORGANIZATION STRUCTURE ................................................................................................................... 33 6.1 The organization structure................................................................................................................ 33 7. OPERATIONAL PLAN ................................................................................................................................ 34 7.1 Distribution and Storage ................................................................................................................... 34 7.2 Resource requirement ...................................................................................................................... 34 7.3 Logistics ............................................................................................................................................. 36 7.4 Utilities .............................................................................................................................................. 37 7.5 Production......................................................................................................................................... 37 7.6 The menu .......................................................................................................................................... 37 7.7 Suppliers............................................................................................................................................ 38 7.8 Facilities............................................................................................................................................. 38 7.9 Hours of Operation ........................................................................................................................... 39 7.10 Employee Training .......................................................................................................................... 39 7.11 Bill-collection process ..................................................................................................................... 39 7.12 Controls ........................................................................................................................................... 39 3</p> <p>8. MARKETING PLAN ................................................................................................................................... 40 8.1 MARKET ANALYSIS - Long term prospects and trends ...................................................................... 40 8.2 The Market ........................................................................................................................................ 40 8.3 Target marketing strategy................................................................................................................. 42 8.4 Demand analysis ............................................................................................................................... 42 8.5 The Marketing Mix ............................................................................................................................ 45 8.5.1 The product .................................................................................................................................... 45 8.5.2 Price ............................................................................................................................................... 50 8.5.3 Physical facility ............................................................................................................................... 52 8.5.4 Promotion ...................................................................................................................................... 52 9. FINANCIAL PLAN...................................................................................................................................... 56 9.1 Sales forecasting ............................................................................................................................... 56 9.2 Ongoing costs .................................................................................................................................... 57 9.3 Important Assumptions .................................................................................................................... 61 10. CONCLUSION ......................................................................................................................................... 61 11. Reference .............................................................................................................................................. 62</p> <p>4</p> <p>1. EXECUTIVE SUMMARYThe main items for sale will be hand dipped ice cream and yogurt cups/cones, sundaes finished with a variety of toppings such as hot fudge, caramel, butterscotch or fruit, banana splits shakes malts, and ice cream sodas and floats. Most of these items will be consumed immediately on the premises. The ice cream store will also sell ice cream cakes, traditional gourmet cakes, birthday cakes, and Cola products. The store provides extensive indoor seating for the food court customers and a kids corner with a small indoor playing ground for children. In addition to hand-dipped ice cream sales, the Shop anticipates doing a material business in the sale of both ice cream cakes and gourmet traditional cakes and birthday cakes. These cakes will be displayed for immediate sale at all times during business hours and can also be produced in quantity on a special order basis for caterers and parties.</p> <p>Revenue will be primarily from the sale of hand-dipped ice cream and related products consumed. The store will be located in Dhanmondi. The stores primary customers will be young people from the surrounding locality as well as shoppers who converge in the area from other parts of the town and who will have hand dipped ice cream and other products on an impulse basis during their shopping trip, or as a dessert treat upon completing a meal from nearby restaurants. The store owners also anticipate that over the long run many patrons will make the shop their primary destination due to name recognition and product quality.</p> <p>Project costs are projected to be Tk 3000000 which includes advances and prepayments, equipment purchases, opening inventory, and working capital needs.</p> <p>Products will be fresh daily and have a maximum shelf life of 3 days. Products will be displayed in glass cabinets. If a product is to be eaten at the store, it will be served on a glass plate. If it is to be taken home, the product will be placed into a bakery box, which bears the Cream Dream logo. Cream Dream will implement a strong advertising and promotion strategy. The store will mainly use the following promotional tools: Billboards in areas of competitors, newspaper5</p> <p>advertisements; sponsorship of community events; use of discount coupons. The store will be kept extremely clean and well stocked at all times. Glass counters will be used as well as clearly viewable kitchens to allow customers to view all steps in the preparation process. The store layout is important, as it will play a major role in influencing the patrons perception towards the physical state of the store. For example, the kids corner will be placed somewhere where it will be visible to the customers from the shop front. This will primarily attract the attention of passers by like children. The reasons why these marketing strategies have been chosen are that these types of marketing strategies are relatively cheap and are within the budget. They were also chosen on the belief that they are an informative and effective way of promoting the business, in order to enhance the businesss success.</p> <p>6</p> <p>7</p> <p>Part A2. INTRODUCTION OF THE REPORT 2.1 Origin of the reportBBA academic program is the building up of the theoretical knowledge about business administration which is the base of practical knowledge. Project work is an attempt to provide business students an orientation to a real life business situation in which we can observe and evaluate the use and applicability of the theoretical concepts which were taught in the classrooms. This report is the out come of the work.</p> <p>2.2 Objective of the planThe purpose of this business plan is to outline the parameters under which the principals will pursue the construction, development, and operation of an Ice-cream shop. The business plan will Describe the business and service Analyze the ice-cream shop market Analyze human resource and logistics requirement Define Cream Dream target market Analyze the marketing plan in terms of assessing the stores competitive prospects, identifying the pricing objectives and methods and the distribution channel of the product and finally analyze the effectiveness of its promotional strategy Analyze the type of organization, including forms of ownership, and management structure Create a financial plan for the business, including sales forecasts, financial statements and cash flow projections Assess the level of risk to be faced, including contingency plans8</p> <p>2.3 ScopeThe business plan will for a five year period from 2012 -2017. Here only Dhaka has been considered as the possible market and target market is only residents of Dhanmondi area. The business plan also tries to focus on the internal as well as the external forces that will influence the set up of an ice-cream parlor in Dhanmondi. Only the parlors located in Dhaka were identified to gain an insight to the parlor business.</p> <p>2.4 MethodologyThe business plan has been prepared mainly based on primary research. The primary research is based on the interviews of the managers of ice-cream parlors such as Igloo Gelateria, Club Gelato, and MovenPi...</p>