Summary

Today the cafe is not just a place to eat, but also a real place of commutation, working and
relaxing. Each cafe has its own unique style, music, menu even the uniform of the waiters. The
assortment will consist of different kinds of coffee, sandwiches, pasta, salads and desserts. The
cafe is designed for 37 seats, supposed sale of up to 400 items per day. It is necessary to rent a
room closer to the center of the city, as there are many people there for a day. In order to open
a coffee house, it will take about 2 years. The main visitors to the coffee shop will be employees
of business centers, students and tourists; they are people of medium and high incomes. A cozy
interior, highly qualified staff will help visitors to relax and enjoy their meal.

Company Description

The coffee house is called "Lunar Donut.

Number of workers 17 people.
The main product coffee and lunches.

Product Description

The company will sell caffeinated drinks, lunches and bakery products. Drinks and sweets will
be produced in the coffee house, which will be distinguished by high quality and great taste.
Asking questions to workers of other coffee houses, it was found out what drinks and dishes are
more preferable.
Table 1. Price-list

Product name Price (rub.)

1. Coffee "Cappuccino" 249
2. Iced coffee 284
3. Latte 284
4. Caesar salad 390
5. Pasta Carbonara 320
6. Chocolate Capcake 265
7. Cheesecake 330
8. Donuts 400
The coffee shop will have a convenient operating mode from 8 am to 10 pm. In the morning,
people can go to the coffee shop before work, and in the evening have fun with friends.

Analysis of competitors

Just next to the coffee shop, "Lunar Donut" there are two more catering establishments: Coffee
house Shokoladnica () and Cafe "Culinary Shop Brothers Karavaevyh".

Table 2. Competitiveness Factors

Factors Lunar Donut Competitors

Coffee house Cafe "Culinary Shop
Shokoladnica Brothers Karavaevyh"
Quality Fresh bakery, a Delicious additives A variety of baked
great coffee, in coffee, goods
delicious pasta
Price level medium medium high
Assortment Coffee, pastries Pasta, pancakes, Varied cuisine
and lunches coffee
Reputation New company Famous company Famous company

In this way, the project has an indisputable competitive advantage, as Coffee house
Shokoladnica does not make pastries, but buys it from suppliers, and Cafe "Culinary Shop
Brothers Karavaevyh" despite the high quality of products has high prices.

Following from the foregoing, coffee shop Lunar Donut must obtain the support of the
consumers to do this; the coffee shop should provide excellent service and delight the visitors
with delicious products.
 Marketing strategy

The main goal of the project is to penetrate the market and expand its market share.
Main strategy Providing products of higher quality at lower prices and in the future, the
expansion of the range of products.

Marketing strategy Expansion of demand due to stimulation of sales volume, pricing policy
and non-price factors - creation of a positive coffee shops image.

Price Policy
When analyzing pricing, the following are taken into account:

Cost
prices of competitors for similar products
the price determined by the demand for this product

The price must cover all costs. Based on the goals and strategies, as well as taking into
account the elasticity of demand, prices are set according to the formula costs + profit
taking into account the value of the expected demand.

Advertisement

In this case, a poster was chosen over the escalator in the nearest metro.

Production plan

Companys suppliers

The main activity of the coffee shop "Lunar donut" - Sale of drinks and food.

The sale process consists of:

1. Acceptance of an order
2. Cooking
3. Order submission

The cooking process takes 5-10 minutes.

Table 3. Equipment

Name of equipment Amount Unit price

1. Coffee machine 1 50000
2. Water Filter 1 2000
3. Coffee mill 1 3000
4. Oven 2 60000
5. Cash machine 1 5000
6. Computer 1 25000
7. Bar counter 1 6700
8. Table 31 2900
9. Chair 148 1500
10. Corner Sofa 5 8000
11. Coffee cups 200 320
12. Split system 1 12000
13. Music Center 1 20000
: - 659600

The annual amount of expenses for repairs, maintenance of equipment is 10 percent of the
cost of equipment.

Production capacity

The company can sell 100 servings of coffee and 70 servings of food per day 62 050 servings
per year.

Cost structure

Shipping costs
Rent and utility payments
Salary to the staff
Depreciation
Advertising expenses
 Organizational plan

The management of the enterprise will be the director.

Director is a materially responsible person, acts on behalf of the enterprise, represents his
interests, enters into contracts, opens a settlement account with the bank. The director of the
enterprise issues orders and orders, carries out employment and dismissal. Higher education,
work experience of 3 years

Administrator is a materially responsible person, accepts the goods, draw up documents and
organize retail trade.