Business plan for a european style coffee shop in Ho Chi Minh city : case: AT Ltd. Company
Tran, Vu Ai (2013)
Tran, Vu Ai
Lahden ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201305066413
https://urn.fi/URN:NBN:fi:amk-201305066413
Tiivistelmä
This thesis is aimed to assist AT Company in its venture of running a European style coffee shop in Ho Chi Minh City. Hence, based on an analysis of the potential of the Vietnamese coffee industry with a focus on the Ho Chi Minh City market, its creative business idea is formulated together with new concepts. Correspondingly, a business plan is generated to describe an appropriate direction for the venture. In the sphere of the thesis, the author only concentrates on the process of implementing the business plan and formulating a completed plan would demand further studies in future.
The theoretical framework of this research includes three analytic tools applied when dealing with business idea establishment. In addition, PESTEL analysis and Porter’s five forces analysis are used in order to provide a better understanding about the target market where the venture is operated. SWOT analysis and SWOT Matrix is also conducted to help the case company be aware of their internal strengths and weaknesses to react effectively to the external environment. A preliminary business plan, then, namely Business Model Canvas, is introduced as the base of the business.
The research method applied in the research is qualitative method in a deductive approach. In that, data is obtained from numerous sources, from publications to unpublished sources such as interview with an entrepreneur in the coffee industry, survey and the author’s own observations.
It is finally concluded that Ho Chi Minh City is a highly potential market for coffee and AT European style coffee shop is believed to operate profitably there. Obviously, the business might take time and money with several challenges ahead but it is necessary for the case company to get it off the ground to actually implement and exploit the prospective market.
The theoretical framework of this research includes three analytic tools applied when dealing with business idea establishment. In addition, PESTEL analysis and Porter’s five forces analysis are used in order to provide a better understanding about the target market where the venture is operated. SWOT analysis and SWOT Matrix is also conducted to help the case company be aware of their internal strengths and weaknesses to react effectively to the external environment. A preliminary business plan, then, namely Business Model Canvas, is introduced as the base of the business.
The research method applied in the research is qualitative method in a deductive approach. In that, data is obtained from numerous sources, from publications to unpublished sources such as interview with an entrepreneur in the coffee industry, survey and the author’s own observations.
It is finally concluded that Ho Chi Minh City is a highly potential market for coffee and AT European style coffee shop is believed to operate profitably there. Obviously, the business might take time and money with several challenges ahead but it is necessary for the case company to get it off the ground to actually implement and exploit the prospective market.