Swot Analysis Of The Queen Of Chocolate

PART 2: THE COMPANY AND MANAGEMENT TEAM

I. MISSION STATEMENT

1. Mission Statement

“The Queen of Chocolate” is to bring people into the amazing world of chocolate.

2. Ethical Issues

Being of a food and beverage company, people use the products and foods offered by our company. We realize that we have a responsibility to our future customers. The ethical standard of our company will be providing healthy food and beverages. We will strive to become better and bigger. Last but not least, we were born to serve and who do we serve? The answer is everybody from the staffs to the customers and also our partners.

3. Social responsibility

Treating people with respect and preferential is our mission. We give back to the communities and environment as

Following brief estimation, the chocolate – café design will have enough space for 250 people/chairs. In Monday and Tuesday, we expect 60% occupied chairs and they will be occupied 2 times during the day. From Wednesday to Friday, we expect 80 % occupied chairs and they will be occupied 2 times. In Saturday and Sunday, we expect 75 % occupied chairs and they will be occupied 3 times. Each customer will spend at least US$ 1.2 (25000 VND). Finally, that amount is over 415 customers (34 customers/hour and 1 customer/ 2 minutes) and the revenue is US$ 498 on the average of a

Another thing, the chocolate – café has high definition in service of the staff member. Moreover, he café has fantastic and amazing the interior design. Additionally, the café places in an ideal location like Nguyen Trai Street. For all of these things, the chocolate – café will achieve with the new café model.

IV. ANTICIPATED CHALLENGE AND PLANNED RESPONSES

1. Anticipated Challenges

Currently, the Queen steps into a battle with many challenges. In Vietnamese community, the Queen is the first chocolate – café, so this form of café is very strange. That is why we will face to high pioneering costs for promotions such as advertising and educating customers. Other costs will come from transport and preserve chocolate goods, because chocolate is an ingredient requiring many conditions such as temperature and space to remain the quality.

The biggest challenges will be competition and substitution. Although we do not have direct competitors, there are some similar products in take away café. Additionally, we have many substitutions such as café and bubble tea. Chocolate will also be mixed because of plentiful sweet beverages and chocolate malt beverages from big companies or corporation like Milo. These things will bring about many difficulties for us to determine a position in customer perception.

2. Planned