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promotion and set up the business stage.

Mature Phrase
At this stage, sales speed increase will drop in Kun Ming, supply will surpass
demand. If the restaurant is running on well, we could become the leader of the
market. We are going to use the strategies as below:
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Product adjust strategy
A. Recreate our products and services, get rid of the old image and appear with
totally new image. Focus on brand advertisement, join social public activities,
winning for the acknowledge and favor.
B. Keep running current business and franchise , keep developing the resort
area and make some publicity to attract the investors and partners to reach “All

Win”. At the same time, gradually opening all the resort area and parts of the
leisure areas to make the all services merge into all aspects of people’s life
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Decrease phrase
A. Keep maintaining the brand image, reduce some services and gradually quit
from the market. Reduce cost and expenditures while the sales are keeping
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B. Change the operation model and direction. Switching the main business to the
flower health care and some new services to reduce the negative effect to the
minimum.

6-3
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In China, it has a fierce competition in the catering industry, flower house will use
the differentiated marketing strategies to make a distinction from other
restaurants, building our own unique characteristics to take up more market
share without reducing the prices. There are two main aspects:
Target market and differentiated consumption group
There is no this kind of restaurant in Kun Ming, therefore, it has a large potential
market. At the same time, we will make effort on high income consumers to
excavate their demands
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Unique Products and Services
The philosophy is “Details make perfect”. We will keep on finding out the
disadvantages of our products and services to make further improvement and
develop more products demanded by the market. For our services, with the
business culture as the direction, we will refine all the details and consolidate
relationship marketing to increase customer loyalty
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Longitudinal alliance

Keep good relationship with the upwards and downwards of the supply chain to
maintenance long term cooperation.
Cooperate with the flower planting base to develop the holiday resort.
Crosswise Alliance
As the entrance conditions is too low in the catering industry, therefore, it is
impossible to avoid competence with the development of the flora catering
industry, in this case, the restaurant will allow franchise to expand its business.
And if it is necessary, at a certain period, the restaurant can cooperate with its
rivals to some extent.

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The Management team of the restaurant will initially consist of a restaurant

manager and a chief chef, the restaurant must need at least 5 years experiences
on the restaurant management and he is in charge of overall management and

some other services such as purchasing, marketing, legal service and son on.
The chief chef will be responsible for the kitchen management such as food
making, raw material purchasing and so on. Except them, we will also employ
three servants, two other chefs , a chef helper.

With the development of the restaurant, we are going to expand our

management team such as employ specialist financial clerk and so on.

7-2
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When I finished this business plan, the next step is send it to my family which can be my
investors. My business plan contains all sections which are Executive Summary,
Company Summary, Product and service, Market Strategy, Marketing, Management and
Finance. However, before I send my business plan to them, I was told by professors that
I have to clarify more things, and add more contents. I Follow all the suggestions revise,
add and clarify my business plan.

One more thing I have to pay attention to is that I should focus on my real situation.
Because we are asked to write the business plan in a structured way, I focus too much on
the structure but not my real situation. Through this business idea, I contacted with more
people and more restaurants which make me understand that running a business is not
just developing a paper document, what we are doing will affect the outcomes if we can
get success..

A6('%.,"('

Liao,J., Welsch,H.,( 2008) offers that the most of business running process is very
similar between technical and non-technical start-ups. During the process of developing
this business idea, I learned a lot. Based on the articles, books and seminars, I absorb

much knowledge how to develop a business idea. I learned how to get a business idea,
how to recognize and get potential customers, and how to prepare a market analysis. It
could be very hard to start up doing a business, however, from all experiences I get in
the Master project, I could avoid many mistakes. Besides, these valuable could make me
a successful entrepreneur in the future.

B6+',5

1.Wiliam D.Bygrave (2003) The Entrepreneurial Proces.

2.Townsend, D.,Busenitz,L,B,Arthurs,j.D.,(2010) To start or not to start: Outcome and

ability expectations in the decision to start a new venture, Journal of Business Venturing,
25, 192-202.


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