Tips：

In 2018, the online take-away and home deliveries market reached 240 billion yuan. In terms of the growth data of the order volume and order amount of the main categories in the catering industry, the year-on-year growth of drinks has exceeded 200% which ranked no. 1. Most company have think the takeaway market will be the main way for brand development. With a year-on-year growth of more than 200%, the takeaway market is the latest source of revenue for beverage market. In April of the same year, Beijing Science and Technology Co, three fast online released the report, in which data showed that milk tea accounted for 210 million takeaway orders in 2018.Since 2017, a new explosive growth of coffee tea brand, in recent years, the web celebrity brands emerge in endlessly such asHeytea, Nayuki, are more and more popular, and Starbucks also has a new action.

However fierce competition cannot be underestimated. In 2018, the number of milk tea merchants were tripled compared with 2017.In order to face competition in the market, each companies, such as Heytea and Nayuki , opened a "small program" in WeChat etc.Starbucks launched a delivery service last year, and it has accessed 2,000 stores in 30 cities, just in 4 months, creating "lightning speed".

In the face of strong competition from chains and franchises, is there any room for independent cafes?

Background:

Coffee, bitter? Sweet? The drink tastes like Hamlet, with a thousand-people saying a million different things. Along with coffee sweeping the world, there are coffee shops of different sizes and designs, squatting peacefully in different forms on silent street corners, silent alleys, serious ground floor and warm joint office.Coffee, as an imported product, was first called "Ji Shi" during the Tongzhi Period, which is supposed to be a transliteration. It was renamed in 1915. In 1836, a Dane opened the first coffee shop in China near today's Guangzhou.

Now, the role of "the third place" has changed. It is still modern, but increasingly businesslike.Starbucks has benefited the most. Under the leadership of Howard Schultz, the "father" of Starbucks, it transformed itself from a coffee shop into a social scene selling and drinking coffee.A distinctive "Starbucks culture" was born. This  "Starbucks culture" has made Starbucks a great success and is now the most famous chain coffee brand in the world.

Many independent coffee shops hope to learn from Starbucks' success and gain a foothold in the brutal competition. Simple Cafe, in the college's small square, also has big dreams. The college Cafe has recently completed a trial run, and Simple Cafe hopes to move towards a commercial dining model with profit as its primary goal.

At present, the Simple Cafe in urgent need to build their own brand and culture, and the brand promotion facing many practical issue, perhaps can improve, but can't avoid (mainly concentrated in the coffee shop decorate a style to have determined that the Cafe has limited site area, the Cafe staff without professional barista, most of them are students, etc.); Secondly, coffee shops need to optimize their menus and ensure that the quality meets the requirements of the brand. Finally, the cafe hopes to have a series of festival promotion activities to expand the popularity of the cafe, accurately identify the needs of target consumers, and broaden the target consumer market, hoping to introduce coffee to the college.Second, coffee shops need to optimize their menus and offer special drinks.Finally, the cafe hopes to have a series of festival promotion activities to expand the popularity of the cafe, accurately identify the needs of target consumers, and broaden the target consumer market, hoping to introduce coffee to the college.

Your team:

Your core team members are Director of Business Development, Director of Marketing and Sales, Barista (product development) and Director of Cafe operations.

Your Task:

Chief executive need your team make completely the following task, finally formed a business plan.

Date	Objective	Form	Chapter
	You need do an upgrade plan for Simple Café according to the current development status of coffee shops in Chengdu and the information given in the case. You should make more reasonable research on the current situation of the coffee shop (not listed in the background). And design and describe the brand positioning of the cafe.	Upgrade Plan(Paper)	Chapter1（Main） Chapter2-4（secondary）
	1.Marketing research（You should identify target customers, and forecast demand according to the regional characteristics） 2. Make promotion and publicity plans（Marketing strategy, promotion channels and activities, budget and schedule, etc.）	Marketing plan	Chapter 4
	You need design a new menu, identify the brand beverage star products of the cafe, and make reasonable pricing.	Make a menu	Chapter6 （Main） Chapter5,7,9 （secondary）
	Final paper and Presentation	Paper and Presentation	All Chapters

 

 

Performance indicators		Little/No Value		Below Expectations			Meets Expectations		Exceeds Expectations	Score
1	The upgrade plan is in line with the local market and case background. It is innovative and can solve the problems faced by the brand	0-3		4-6			7-8		9-10
2	Can define target customers correctly	0-3		4-6			7-8		9-10
3	Clearly describe the new brand promotion strategy and plan	0-3		4-6			7-8		9-10
4	Menu design reasonable, clear planning, unique	0-3		4-6			7-8		9-10
5	The business plan is comprehensive and detailed, with correct format and contains all the tasks and challenges	0-3		4-6			7-8		9-10
Key ability
1	Knowledge of food and beverage courses	0-3		4-6			7-8		9-10
2	Strategic planning capability	0-3		4-6			7-8		9-10
3	Creative ability	0-3		4-6			7-8		9-10
4	Ability to communicate	0-3		4-6			7-8		9-10
5	The overall impression	0-3		4-6			7-8		9-10
Total Score
加分	Presentation in English		0-1		2	3		4-5
	>70		1 (70-75)		2 (76-85)	3 (86-90)		4-5 (90-100)
Final Score