Kim ’ s cafe HSE Summer School Program Doing business in Russia N.I.Guseva.

Kim’s cafe

Group 3Kim JiwoongLee YoungjaeKim Suyoung

-Business plan presentation forKorean traditional desert cafe

HSE Summer School Program Doing business in RussiaN.I.Guseva

1. Introduction(1)Shop(2)Menu

2. PEST Analysis

3. SWOT Analysis

4. Market research(1)Market research result & problem(2)Solution

Contents

5. Promotion strat-egy

Among the various cafés, what is the Kim’s café’s property and why they can have oppor-tunity to get reach to customer satisfaction.

1. Introduc-tion

Shop

Menu

Intro-duction

What is Kim’s Café?

It is Not concealed Not protective café that provides not only Korean traditional bev-erages but also open & refresh atmosphere. With special desserts and healthy teas, Kim’s café invites you to exotic stimulate and joyful lifestyle from your monotonous life.

Intro-duction

DesertShop

Beverage

Rice cake

Bing su

Korean teaCoffee

Transparent window

Maroo

Before start up new business, it is really im-portant to know the market environment. In this chapter will show you the real situations we faced with analysis tool.

2 & 3 Analy-sis

PEST

SWOT

PEST Analy-sisOrganization-Russia government has emphasized on the startup. Korean organizations support global business.

Policy-111st according to IFC. 3.6% registration

fee and 30days for registration.

Employment act-Labor contract right, Contract duty, Required documents, Mandatory to contract, Probation system

GNI-In 2013, Russia’s GNI was about 12,700 dollars.

Spread of population-In Moscow, the age of 20 to 24 takes the greater part of all ages.

Dietary habit-Russia people like sweet things. Es-pecially the chocolate.

Market-12~15% restaurant market growth rate, and about 1150 café opened in 2013 1st quarter

Inflation rate-Inflation rate in 2012 was 6.6%, and 6% in 2013.

Social preference for healthy food-Among Russian people, health products are getting popular..

IT technology-Young people use SNS via smart phone. Odn-oclasniki and Bcondacte has more influence.

Software-Store management program and point-of-sales system

Machinery-Espresso machine and ice crusher

P ES T

Chart 1

Chart 2

SWOT Anal-ysisS

W

O

T

Unique-Special and various taste

Low material cost-Ingredient cost, Bingsu cost in Korea

Simple recipe-No training cost, Quick making

Health-Healthy nuts, fruits and grains

Blue oceanProvide various taste

Competitive price, High margin

Reduce employment cost,Same service in every shop

Attract diverse buying public

Lack of capital-High risk money

Weather condition-Long and cold winter

Start-up supporting organizations, an-gel investment, clouding fund

Adding sub-menu like Korean traditional tea and selling Bingsu with coffee

Low awareness-Trust, Marketing price

Making various marketing strategies(SNS, Festivals)

Chart 3

Chart 4

Chart 5

By now we analyzed market situation with a big view. And now let’s see the market in de-tail and build up business plans.

4. Market re-search

Results & Problems

Solutions

Results & Prob-lems

Too much menu

Waiting time

Eng-lish

Solu-tions

Low profit high price

Too much menu

High material cost and storage cost

Waiting time

Unequal task division Long waiting line

Eng-lish

No English Hard to order

Simple menu

Specialized menu

Low training cost

Guide book

English menu

Preready menu

Enhance customer royalty

Have competition in interna-tional customers

By gathering all information before, we will show you out secret strategy to successful business in Russia.

5. Promotion strat-egy

Promotion strategy

11 million

10.5 million

2013 Russia age group

Use Youth power!Energetic Challenging Talking

15%

Advertisement Flyers

SNS Coupon

Thank you스파쒸바