Bliss Yogurt Center is a new manner of yoghurt store in Ho Chi Minh City. Bliss mark clients are the pupils from secondary schools to universities who are from mean and high income households, populating in Ho Chi Minh City.

We diversify the yoghurt and fresh fruits which are 100 % natural and fresh with some particular sorts of juice mix and with dynamic ornament.

Average monetary value per yoghurt glass is 20.000 VND for 1 gm. These monetary values are suited for our marks who are pupils. We want to be our concern in the first 2 old ages so we will use both pricing methods of the cost plus pricing and perceived-value pricing.

First we will open our first store at 123 Vo Van Tan territory 3, HCM City.

Our mission is to take attention of clients ‘ wellness with the fresh fruit.

We want to make 20 % market portion in Ho Chi Minh City in 3 old ages.

2. Aim

This program is to construct up and develop a new yoghurt store with a new trade name of Bliss Yogurt Centre.

3. Situation analysis

3.1 Market overview

At present, there are many yogurt stores in Ho Chi Minh City. But they are non plenty and make non run into the current demands now. There should be more stores with a large infinite for loosen uping and speaking every bit good.

3.1.1 Geographic

Ho Chi Minh City is the biggest concern centre and population in Vietnam. So our company decided to get down opening a juice store in Ho Chi Minh City foremost.

3.1.2 Demographic

Ho Chi Minh has a population of 8 million, chiefly they are immature so Ho Chi Minh City is a really possible market of juice. Besides, Saigon people are celebrated for gradualness and disbursement money.

Market demands

The living criterion is acquiring higher so more and more people are interested healthy nutrient specially the yoghurt fruit. A study on 100 pupils from Lotus University shows that they eat yogurt fruits for below grounds:

– For their healthy ( 30 % )

– For beauty tegument ( 30 % )

– For loosen uping ( 20 % )

– Others ( 20 % )

We believe that our service will fulfill the consumers ‘ right demands and wants.

Market tendencies

The demand of yoghurt is much higher in approaching old ages. It requires much more yogurt stores. There are 24 yogurt stores in Ho Chi Minh City now.

Market growing

Last twelvemonth, there were about 16 yoghurt stores in Ho Chi Minh City. Now there are 35 1s. There will be 100 stores in 2 old ages. 15000 dozenss of fruit consuming for 2010. It is higher than 2009 is 900 dozenss. From this figure and some fact we can calculate the rate of growing for approaching twelvemonth is really high.

Macro environment

Political

At present, Vietnam is one of the most stable political states in the universe. It is said that it is really safe to go in Vietnam. Vietnam is besides a peaceable state to pull more and more foreign visitants.

Economic

Vietnam is considered to be a really fast economic development state in Asia. Ho Chi Minh is the biggest metropolis for making concern in Vietnam and the living criterion is the highest every bit good.

Social

Peoples have much higher incomes in Ho Chi Minh City so the living criterion is acquiring higher.

3.2.4 Technological

Vietnam is nearing high technique from developed states. We can maintain fruit fresh thirster and do yoghurt more delightful than earlier, of class without chemical.

3.3 Customer behaviour analysis

Presents, more and more people are interested in their wellness and beauty. Yogurt fruit is one of their best picks for this issue. They frequently eat yogurt fruits at place. They like basking in a large yoghurt fruits shop where they can loosen up and speak.

3.4 Company analysis ( SWOT )

Strength

Failing

Opportunity

Menace

Active proprietor store.

Good providing beginning of fresh fruits from Mekong Delta.

Good engineering of after reaping protection – Fruits.

– Good location of the stores

New comer, so we lack of experience in direction.

Capital is limited.

We do n’t hold plenty the packing topographic point.

Our product/service is new in the markets.

Populating criterion in Ho Chi Minh City is acquiring higher and higher.

– Peoples are more interested in wellness.

There will be more rivals.

4. Selling scheme

4.1 Mission

Our mission is to take attention of your wellness with fresh yoghurt fruit.

4.2 Selling aims

Market portion: To make 20 % market portions in Ho Chi Minh City in 3 old ages.

Fiscal: Employee turnover will be reached 266.432.000 VND in the first twelvemonth ( merely 8 months ) , it will increase by an norm of 25 % in the following old ages. An sum of 987.905.000VND is expected to be reached in the 5th twelvemonth.

4.3 Segmenting the markets

The fruit market can be divided into following groups:

The pupils who are from secondary schools to universities and from mean income households, populating in Ho Chi Minh City.

The pupils who are from secondary schools to universities and from high income households, populating in Ho Chi Minh City.

The people who are from 25 to 30 old ages old with an mean income, populating in Ho Chi Minh City.

The people who are from 25 to 30 old ages old with high income, populating in Ho Chi Minh City.

4.4 Target consumers

Our mark clients are the pupils from secondary schools to universities who are from mean and high income households, populating in Ho Chi Minh City. They are dynamic and lively. They enjoy a topographic point with modern music and can speak with their friends to loosen up. They are interested in wellness every bit good.

4.5 Media influence:

Magazines

Newspapers

Television

Cusps

4.6 Positioning statement

For the pupils who are from secondary schools to universities and from mean and high income households, populating in Ho Chi Minh City. They are and lively and interested in a topographic point where with modern music and can speak with their friends to loosen up. They are interested in wellness every bit good. The Bliss Yogurt Centre is the best topographic point for the mark market since it can run into their wants and demands due to good location, ornament of the store and sensible monetary value.

4.7 Marketing mix

4.7.1 Product scheme

We diversify the yoghurt and fresh fruits.

For the yoghurt fruit, it is 100 % natural and fresh with some particular sorts of yoghurt mix and with dynamic ornament.

For the fresh fruits serve, it looks fresh and clean with nice film editing.

4.7.2 Price scheme

Our aims are to be survival. We want our clients to bask high quality yoghurt fruits with sensible monetary value.

We will use for both pricing methods of the cost plus pricing and perceived-value pricing.

Average monetary value per yoghurt glass is 20.000 VND for 1 gm. These monetary values are suited for our marks who are pupils.

4.7.3 Topographic point scheme

We open the first one store at 123 Vo Van Tan territory 3, HCM City

Strength

Failing

Near the school, universities. Designed beautifully.

There are many office edifice. Wide paving, parking.

The capacity is adequate for 60 people.

Location in the street which have a few concern shops about nutrient so nobody know about our shop.

We will open more stores near the universities and inns from the 2nd twelvemonth operation.

4.7.4 Promotion scheme

Ad on pupil newspapers and magazine and on the cyberspace

Leaflet bringing to the pupils at the school and universities sites

Sponsor for societal activities of pupil in school or universities.

5. Financials

5.1 Gross saless prognosis

FC Fruit Store is opened in 1st May of 2007

Calendar month

Efficiency ( VND )

May

27.880.000

June

25.080.000

July

26.486.000

August

29.274.000

September

34.850.000

October

38.335.000

November

40.251.000

December

44.276.000

In the following five old ages, we hope the gross revenues forecast will increase mean 25 % per twelvemonth. The tabular array below show the gross revenues forecast in following five Y

5.2 Expense prognosis

We try to cut down disbursement by many ways. The foremost, fruits beginning should bringing merely in clip ( JIT ) . In this instance, we can avoid maintain fruit for a long clip with non good saving so avoid suffer some harm and loss fruit and pass more money. Base on the relationship we can take the good policy in payments.

6. Budget needed

VND 52,000,000 is required for selling activities to tiffin FC fruit store at the first twelvemonth, and we will reexamine in following twelvemonth.

No

Activities

VND

2

Booklet and cusp

5,000,000

3

Newspaper, magazines

13,000,000

4

Website

7,000,000

5

Roll uping card

2,000,000

6

Patron

10,000,000

7

Promotion plan

15,000,000

Sum

52,000,000

7. Control

7.1 Marketing Organization

– Mr. VA© and Ms. Ph & A ; deg ; ??ng duty for perform selling activities

– Mr. VA© is responsible for the content of ads for cusp, contact to register on newspapers and magazine.

– Ms. Ph & A ; deg ; ??ng is responsible for the web site for shop, update database related to activities of the program, publicity plan, introduce available merchandises in our shop

Both Mr. VA© and Ms. Ph & A ; deg ; ??ng are responsible for the question, contact and enrollment.

7.2 Execution

First month: finish the selling program

Second and 3rd month: finish the selling paperss

Fourth month: start continuing advertisement on the newspaper and on the cyberspace and bringing cusps at the school and university located in Dist 1, 3 and 5 foremost.

7.3 Evaluation and feedback

We will measure all selling activities every six month to see if the consequence of the concern is good as planed.