(Tiểu luận FTU) tiểu luận khởi sự kinh doanh và quản trị SME START UP REPORT “FRESH VEGETABLES” PLAN

FOREIGN TRADE UNIVERSITY
FALCUTY OF BUSINESS ADMINISTRATION
-------***-------

START UP REPORT
“FRESH VEGETABLES” PLAN

Group 3
LộcThùyLinh - 17122
NguyễnKhánhLinh - 1712250013
VươngKiềuTrang – 1712250027
Ha Noi, March 18,2019

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TABLE OF CONTENTS
ACKNOWLEDGEMENT.........................................................................................4
CHAPTER 1: BUSINESS IDEA..............................................................................5
1.

Business plan................................................................................................5

2.

Our vision......................................................................................................5

3.

Our Mission..................................................................................................6

CHAPTER 2: MARKETING....................................................................................7
1.

2.

Market analysis.............................................................................................7
1.1.

Competitors............................................................................................7

1.2.

Target customers.....................................................................................9

Marketing strategy for one year of operation.............................................10
2.1. Product......................................................................................................10
2.2. Quality......................................................................................................11
2.3. Price..........................................................................................................12
2.4. Promotion.................................................................................................12
2.5. Place.........................................................................................................13
2.6. People.......................................................................................................13
2.6. Process......................................................................................................14
2.7. Physical evidence.....................................................................................15

3.

Estimate marketing budget for 1 year.........................................................16
3.1. For the first three months.........................................................................16
3.2. For the next three months.........................................................................16
3.3. For the rest of the years............................................................................16

CHAPTER 3: HUMANCE RESOURCE MANAGEMENT PLAN......................18
1.

Job analysis.................................................................................................18

2.

Organization structure.................................................................................19

3.

Recruitment & selection.............................................................................20
3.1.

Recruitment..........................................................................................20
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3.2.

Selection...............................................................................................21

4.

Training and development..........................................................................22

5.

Performance appraisal.................................................................................24
5.1.

6.

Establish performance standard............................................................24

Compensation.............................................................................................25

CHAEPTER 4: OPERATION PLAN.....................................................................27
1.

Input............................................................................................................27
1.1.

Input material........................................................................................27

1.2.

Human..................................................................................................29

1.3.

Capital...................................................................................................30

2.

Transformation process...............................................................................30

3.

Output.........................................................................................................31

4.

Layout.........................................................................................................31

CHAPTER 5: FINANCE PLANNING...................................................................34
1.

Salary..........................................................................................................34

2.

Marketing....................................................................................................34

3.

Cash flow:...................................................................................................36

CHAPTER 6: POTENTIAL PROBLEMS/RISKS.................................................39
1.

2.

Potential risks:.............................................................................................39
1.1.

Human risks..........................................................................................39

1.2.

Customer risks:.....................................................................................39

1.3.

Progress of the process.........................................................................39

1.4.

Financial risks.......................................................................................40

1.5.

Product risk...........................................................................................40

Solutions.....................................................................................................40

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ACKNOWLEDGEMENT

First of all, we would like to express my deepest appreciation to all members of
our group to work together and complete “Fresh Vegetables” Planning. We are
grateful to Mrs. Tran Minh Thu, the teacher of the subject.
We would like to express our deep attitude to our instructor, Mrs. Tran Minh Thu
for her generous support, coaching, patient guidance and companionship during
this course that helps us in completion of project. Which she has been teaching us
is not only their precious knowledge but also her experiences about psychology,
life, work and learn. She shows us a new insight in problems, how to solve
problem by different ways. It makes her stand out from others and create positive
thinking on us. Again, thank you, Mrs. Tran Minh Thu with all our best regards.
We have taken efforts in this project. However, it would not have been possible
without the kind support and help of many individuals of group. We would like to
thank all the members of our group who involve, contribute their abilities and work
hard to complete this project.
Sincerely,
Group 3

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CHAPTER 1: BUSINESS IDEA
1.
Business plan
According to research, an adult needs to eat 0.3 kilograms of vegetables a day.
Vegetables and tubers, in addition to providing essential vitamins and minerals for
the body, also have a lot of fiber in vegetables to speed up the process of removing
toxins and fats from the body. Also, eating the right amount of fruits and
vegetables as part of a low fat, high-fiber diet may lower the risk of serious health

problems like obesity, type 2 diabetes, heart disease, stroke, and certain types of
cancer.
Eating vegetables is an essential need for each person... Also, doctors always
advice that people should eat clean, sourced vegetables and tubers. Today, the
dusty environment and vegetables are so widespread that you need to consult the
information and choose a reputable food buying location.
In Hanoi, there have not been a lot of fresh vegetable stores with high quality and
detail sources. Therefore, we choose to open a fresh vegetables store to start our
business.
2.


Our vision
Short term:

In the first year, our vision is to make available a wide range of fresh vegetables
which is reach the standard to a wide range of customers in the location where we
have vegetable store


Long term :

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From year two, we will open more stores in Hanoi and from year three is
neighboring provinces, become a trustworthy chain of fresh vegetable store.
3.

Our Mission
Our mission is to build a fresh fruit and vegetable retail business that will become a
leader in our business; we want to establish a retail chain of vegetables and fruits
and in the near future will run a standard vegetable farm.

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CHAPTER 2: MARKETING
1.

Market analysis
Nowadays, providing fresh vegetables service in Hanoi is a potential market.

This is crowed area with high educational level and standard income, so the
demand for fresh vegetables is also greater than other areas. Many people usually
go to small markets nearby their home to buy vegetables, which normally do not
ensured about the origin and quality of products, causing the customers concern
about food hygiene. However, because of the availability and time-saving, people
normally choose to buy vegetables at those store for their family's meals. Due to
the fear of food hygiene and the increasing level of awareness of the importance of
healthy food for health and fitness, the demand for healthy, fresh vegetables has
been increasing day by day and will become a new, modern life style in urban area.

1.1.

Competitors

In terms of product, we determine our competitor is many other fresh vegetables
stores in Hanoi. Although eating fresh vegetables will soon be a trend, changing
the habit of citizens is absolutely challenging. A lot of people are not willing to pay
more money for fresh vegetables because they think that vegetables in many small
market are considered to be nutritious and affordable but still could help them to
get enough energy until the next meal. However, the perception could be change
due to our introduction on the harmfulness of unclean food-borne diseases.
Therefore, we determine our main competitors are other fresh vegetables stores.
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After analyzing, we choose two competitors to analyze, which are Orfarm and Bac
Tom.
Table 2.1: Competitors
Criteria

Fresh Vegetables

Orfarm

Bac Tom

Product

Fresh vegetables

Organic

Fresh vegetables,

vegetables, Fruits, Organic
Meat, Seafood…

vegetables, Fruits,
Meat, Seafood…

Price

Medium

High

Quality



Fresh



Fresh



Fresh



Products’



Products’



Products’

origin clearly
Service



Free

Pretty high

origin clearly
delivery 

Free

5km distance with delivery 5km
buying

origin clearly


Free

delivery

combo, distance with bills 5kmdistance with

support for ordering,

from

199,000 bills from 200,000

Professional system VND , support for VND,support for
of

serving,

fast ordering,

ordering,

delivery.

Professional



system of serving. system of serving,

Knowledge

fresh 

about

Many

vegetables will be outlets
introduced carefully customers
by

staffs

customers.

to

the come.

professional
fast delivery.
for 

Many

to outlets for
customers to
come
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Marketing

Social network

Social network

Outlet Design





Green space 

providing fresh



Modern

feeling

design



Green space

Social network
Familiar

space

Modern

design

1.2.

Target customers

Our target customers are the family combo: the people with standard income and
care about your life your health, who know about the importance of a healthy meal
to their body. Such as gymnasts, they need reliable fresh products source, the
married women….
After deciding direct competitors and target customers, we conduct the following
questionnaire:
1.

Your gender is:



Female



Male

2.

Your age is:



< 18



18 - 25



> 25
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3.

Have you got married?



Yes



No

4.

How often do you cook?



Rarely



Usually



Always

5.

Where do you choose to buy food for your family:



Small markets nearby your home



Supermarkets



Fresh vegetables stores

6.

Do you concern about the food origin?



Yes



No

7.

Are you willing to pay a high amount of money to purchase healthy food?



Yes



No

=> The result showed that the people from 25 years old, especially married women
have more concern about fresh vegetables than others. They are willing to pay
higher amount of money to get fresh food for their family.
.
2.
-

Marketing strategy for one year of operation
We use Marketing Mix 7P’s for marketing strategy
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2.1. Product
2.2. Quality

-

Tangible quality attributes



Fresh



Right color



Ripe product



Product uniform



Size of vegetable leaf



Texture of vegetable



Firmness of the product



Clean



Neat



Not attacked by insects

-

Intangible quality attributes



Environmentally friendly production techniques



Brand reputation of vegetable supplier Image of supplier

Supply:There are a few key standards with suppliers


Quantity expected for delivery



Delivery time



Standard expected ( Quality of vegetables inspected and accepted )

-

When vegetables are delivered, the supermarket staffs are trained to select

only the best. Any produce that does not meet the standards is given back to the
supplier/supplier.
-

Product list: all vegetables, tubers and herbs ( specially seasonal vegetables)

-

Product’s life expectancy:
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

Days for products: About 5 days to 1 week. Therefore, we consider how

frequently we will need to restock our produce: Three times a week.
2.3. Price

-

3 product packages for a month:



Combo 1: 799.000 VND for small family ( 2-3 people)



Combo 2: 999.000 VND for nuclear family (4-5 people)



Combo 3: 1.199.000 VND for extended family (6-7 people)

-

This is the price set after analyzing market price,while other competitors set

theprice either too low to assure the quality of the product or too high to reach a
bigmarket size, we set the medium price, which is suitable for target customers we
analyze.
-

Buyers can choose the combo they want and vegetables will be delivered to

their home.
-

Our store can provide more package choices depend on customer’s want.

2.4. Promotion

-

Promotion plan for our Fresh Vegetables is designed for 3 stages



Introduction: From 1/2020

Goal: Raise the awareness of the customer, promote trial
Means: Marketing online (Facebook marketing), run promotion program, discount
10% on the opening day and every Sunday “HAPPY SUNDAY”
Marketing offline: providing printed advertisements at building office and points
of traffic around, word of mouth by the relationships.
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

Growth: From 4/2020

Goals: Raise the awareness, boosting sales
Means: Marketing online, discount 10% in every Sunday “HAPPY SUNDAY”


Maturity: From 7/2020

Goals: Raise the awareness of new products, boosting sales, maintain customer
relationships.
Means: Marketing online, discount 10% for every Sunday “HAPPY SUNDAY”

2.5. Place

-

In the first floor of an apartment in Nguyen Co Thach Street with the

population of 5000 people or more (the price for hiring is 12 mil per month, and
we pay 3 months first). This is a suitable place because of its location, which is
nearby many buildings, schools and in the center of many offices that helps us to
be closer to our customers.Besides, it could also lower our rental prices than being
in some center districts.

2.6. People

-

Our goals are to provide great support for customer to get their high-quality

of meal with fresh products.


Internal PR : Focus on each employees



Having internal events, recreational activities, team buildings ….



Giving recognition to people during birthday (By emails or message...) or

when they receive awards…


Given at least 13 months of salary…



Long-term rewards
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

Sending gifts to employee families on Tet holiday….



External PR: We have to build up and maintain relationships and customer

service system towards distributors, suppliers, the media….


Working with the media: Launch a new service, awards for the company…



Event: the opening, the trial sample product…

2.6. Process

Table 2.2.



Customers : Come into the service, the most important factor in the system



Facilities: Includes equipment which is necessary for service and material

environment.


Service staff: Includes employees who have direct contact with customers,

indirect service personnel and managers


Service: is the goal of the system and at the same time is the result (output)

of the system. The service is determined by the scenario outlined.


The process receiving and stocking ( tips)
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-

Prepare the backroom. Get rid of trash, stack empty boxes, and condense

merchandise to make room for the load.
-

We will create maps of your refrigerator space to find out where the coldest

(usually near the fan) and warmest (usually near the door) spots are located to help
you store your produce at the right temperature for the best flavor and the least
spoilage. Keep items in the same place each day so we can quickly find needed
product. When unloading the truck, try to park items in set areas to minimize
handling them multiple times.
-

When picking up or receiving a produce delivery, accept only produce items

that are within their recommended temperature ranges
-

Handle with care! Never throw or drop produce. This can cause damage and

shrink.
-

Rotate items using the First-In-First-Out (FIFO) method. Place newer items

below or behind older items so that you can be sure to rotate all of your produce
inventory out onto the sales floor before it goes bad.
-

Dating keeps track of aged inventory.

-

A clean ship is a happy (and safe) ship. Stack away empty pallets, dump the

trash, sweep, and mop the floor.
-

Check the load you just put away. Did everything arrive as ordered,

compared to your invoice? This is the time to note outages or shorts and make
adjustments with your warehouse.

2.7. Physical evidence

-

The store locate in apartment building with targeted customer : the citizens

in area with standard income
-

Medium size for store : enough space for customer
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-

The store is decorated with light color, certificate, food classification….

3.

Estimate marketing budget for 1 year

3.1. For the first three months

Table 2.3: Marketing cost for first 3 months
Facebook ad
Promotion

5,000,000

5,000,000

5,000,000

cost 2,797,200

2,597,400

2,597,400

on sales
Printed ad

3,000,000

0

0

Total

0

0

00

3.2. For the next three months

Table 2.4: Marketing cost for next 3 months
Facebook ad
Promotion

3,500,000

3,500,000

3,500,000

cost 2,597,400

3,096,900

3,096,900

0

0

on sales
Total

0

3.3. For the rest of the years

Table 2.5: Marketing cost the rest of the year
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Facebook
ad
Promotio
n cost on

1,000,000
3,096,900

1,000,00

1,000,00

1,000,00

1,000,00

1,000,00

0

0

0

0

0

3,096,90

3,896,10

3,896,10

3,896,10

3,896,10

0

0

0

0

0

4,096,90

4,896,10

4,896,10

4,896,10

4,896,10

0

0

0

0

0

sales
Total

4,096,900

=> Total: 73,061,400VND for the first year.

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CHAPTER 3: HUMANCE RESOURCE MANAGEMENT PLAN
1.
-

Job analysis
The first step of human resource planning is to identify the company's

current labor pool. This is when a company performs a comprehensive audit of the
skills, demographics, qualifications, experience and compensation of every worker.
Fresh Green Grocery has to determine if these statistics fit in line with the
company's goals. In the first year, how many staffs does the firm need to compete
in market and operate business? Or should the company reorganize its staff so that
it can make more money?
-

Job Analysis involves gathering information and analysis of information of

crucial information about all jobs and staffs that Salad Bar need to operate
business. Job Analysis involves both Job Description and Job Specification, which
includes an assessment of the nature of the job as well as the knowledge, skills and
attitude of the jobholder. In other words, Job Description provides details regarding
the content of the job in a written format and Job specification is a written record

of the qualities and qualifications which a Jobholder should be having for handling
a job.

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2.

Organization structure

-         Requirements
Manager is owner of store. We need cashier, accountant, warehouse staff/ shipper/
deliverer and saleswomen to operate our Fresh Vegetables Store. In the first year,
we hire 1 full – time cashier, 1 full – time warehouse staff/ shipper and deliverer, 2
part – time saleswomen and 1 part - time accountant come in the end of each
month.
Table: Salary per month and per person
Table 3.1
Quantit

Type of employee

Salary ( per person per month)

y
Accountant

1

Part-time

1,500,000 VND

Cashier

1

Full-time

6,000,000 VND + 15,000 VND per

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day + sale figure: 1%* revenue
Warehouse

1

Full-time

staff

7,000,000 –VND + 15,000 VND
per day

Saleswoman 2

Part-time

15,000 VND/ per hour + 100,000
VND per month.

Average salary per month

3.

Recruitment & selection

3.1.

Recruitment

19,750,833 VND

Figure 1: Recruitment process
In first round (Application), we recruit by 2 ways, throughfriends and post
recruitment information online (YBOX, TOPCVand Facebook with running ads).
Application includes CV, cover letter that sendinto manager’s email. After that,
manager will filter applicants based on CV andarrange individual test and
interview. For important positions, test will be relevantto professional
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qualification. For accountant, cashier, warehouse staff (also work as shipper) or
saleswomen, we test their problem – solved. It will be more detail in the next part
Selection. Interview round just test them on personality and attitude.
Afterinterview, employees will have 1 month to have on – job training. If they do
good job, they will become officially employee of store.

3.2.

Selection

Table 3.2: Selection process
Job Description
1.

Accountant



Job Requirement

Itemizes and totals 

Basic

PC

purchases by recording knowledgeand familiarity
prices,

departments, withelectronic equipment.

taxable and nontaxable 

Customer

items; operating a cash satisfaction-Oriented.


register.

Attention to detail

andmathematical skills
2.

Cashier



Discounts

purchases

Basic

PC

byredeeming knowledgeand familiarity

coupons.





withelectronic equipment.

Collects payments 

Customer

by accepting cash, check, satisfaction-Oriented.
or charge payments from 
customers;
change

Attention to detail

making andmathematical skills
for

cash 

Sales skills

customers.
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
3.

Warehouse staff



Manage amount of 

High school degree
Have

own

vegetables in and out the motorbike
warehouse to check with 

Know

cashier.

Hanoi’sStreet.





Delivery

vegetables

about

High school degree

to

onlineCustomer.


Import

products

and check the quality.
4.

Saleswomen



care: 

Customer

introduce and give the 
best

advice,

Good

maintain communication

relationships

with 

customers.


Flexible

Have

knowledge

about vegetable and its

Prepare vegetables function.

for store everyday.


Collect

money

from customer

4.

Training and development

The training and development process begins at the time a new person gets hired.

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The training process continues when an employee goes to in-house and external
training programs. Each learning situation should help an employee move from her
present skill level to a desired skill level. The detail training reduces the turnover
rate of staff and the cost of training new staff.
-         Training Program

Table 3.3
Topic 1

Company’s culture

Training
development

about

vision,

strategies

mission,

and

company

culture: smile and greet/ goodbye to
customer ….
Topic 2

Employee Orientation Orienting employees about their detail
career

Topic 3

Topic 4

Employee’s

Training about the rights, the duties of

Compensation

employees and their compensation

Skill

Training

Problem Solving

and Training about requirement skills when
they work in Fresh Green Groceries. It
concludes

serving

skill,

persuading

customers, attitude to customers and when
problems occur how they will deal with?
To satisfy customer and protect store.

Topic 5

Performance

This helps to evaluate employees in a fair
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appraisal

way to support or punish them.

-         Development


Orientate and support employees



Set the direction for the employees



Apply his training and other skills and abilities to perform the job well.



Add additional training programs to his individual plan



If he does well, he will get promotion (higher position) and increase salary

or give bonus at the end the month.

5.

Performance appraisal

5.1.

Establish performance standard

-      Accountant: A strong sense of ethics, constantly learning, emphasizing
accuracy, organizational skills, sense of accountability, trustworthiness and
reliability, knowledge of the field.
-         Cashier: good communication, friendly, understanding, logical, well
presented, trustworthy, accurate, quickly to learn.
-         Warehouse staff/shipper: knowledge of the methods and practices  used in
receiving materials and supplies, in storing materials and supplies,  packing
materials; ability to operate powered materials handling equipment used in
receiving, storing and shipping materials and supplies.
-         Saleswoman: upbeat, passionate, ingenious, empathetic, accountable, well
prepared, highly engage.
-         For part-time:  Student in universities or graduating from high school.

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