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TABLE OF CONTENTS

1. EXECUTIVE SUMMARY 3
1.1. Introduction - Problem Statement 3
1.2. About us 5
1.3. Legal form of ownership (Partnership) 5
1.4. Vision 6
1.5. Objectives 6

2. BUSINESS OPERATIONS MANAGEMENT 7

2.1. SWOT Analysis 7
2.2. Competitors 8
2.3. Decoration Theme 9
2.4. Supplies 9
2.5. Human Resources 10
2.5.1. Manager 10
2.5.2. Baker 11
2.5.3. Cashier 11
2.5.4. Part-time shop assistant 12
2.6. Training 13
2.7. Marketing Strategy 13
2.7.1. Market Needs 13
2.7.2. Market Segmentation 13
2.7.3. Marketing Mix (4Ps) 14

3. FINANCIAL MANAGEMENT 17

4. CONCLUSION 19

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 1. EXECUTIVE SUMMARY
1.1. Introduction - Problem Statement
Everybody celebrates their birthday on a particular day of the year that serves as both
a reminder of their progress and an occasion to connect with those close to them. This will be
an essential day for them to reconnect and reward themselves after a long time of hard work
and study, especially for the age group entering the adult world, example of university
students, who frequently host little parties or a session. Not at all, birthdays gain us more
unforgettable moments and improve students' mental health.
Recognizing the importance of birthdays in the subconscious of young people, we
know that birthday cakes are also an important factor in creating beautiful memories for
them. However, according to the market survey, we found that there is a shortage of cakes, if
any, they are only available samples, not unique in the area in the university village,
especially the dormitory area B. If customers want a variety of birthday cake so they can
choose, they have to travel a long distance, or have to wait for a while. That leads to a
number of customers who do not have many options for their shopping and find it difficult to
get a perfect cake, or more broadly, a great birthday party.

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 1.2. About us
We are International University-Vietnam National University business administration
students. We are fresh faces taking on our first challenge by starting a business. We identified
the need for a bakery that provides custom designed cakes and same day delivery after doing
a market analysis. Our bakery, Purple Bakery, makes the pledge to offer the cakes that "fit
your taste" chosen by you, allowing you the power to make your own decisions..
1.3. Legal form of ownership (Partnership)
Our business is a Limited Liability Company with at least two members. With the use
of this form, we will be able to limit the number of new members we accept and reduce the
likelihood that undesirable individuals would acquire a sizable stake in the business and
exercise voting rights. Additionally, members of the firm can keep and control their money if
there is a dispute between the members. We will alter our legal structure to a joint stock

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company for more convenience once we have been in operation for two years (or until we
require additional funding to develop our business).
1.4. Vision
Be the first choice for clients when it comes to selecting cakes based on their
preferences and providing the finest service possible.
1.5. Objectives
- Gaining profit as soon as possible to become profitable business.
- Being the best choice in the field of baking in Thu Duc city
- Cohesion enhancement among human, especially students around Thu Duc city
- Fitting customers’ taste and styles with the competitive and affordable price

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 2. BUSINESS OPERATIONS MANAGEMENT
2.1. SWOT Analysis
1 STRENGTHS
+ Business registration procedures are easy
due to its small scale:in the university
village area, the premises and the business
scale are small, so it is easier to register a
business
+ Low capital investment: Because of a small
business scale, it will has low fixed cost
(rental lease payments, property taxes) and
variable cost (salaries & wages)
+ Fresh and affordable-price ingredients:
Having our own fruit farm, so the fruit
cakes will become many times more
delicious with a variety of fresh and clean
fruits
+ Trendy and attracting cake: There are
cakes that we are will be selling, we draw
from our survey, as well as study cake
consumption trends on social networking
platforms to be able to offer these cakes like
small birthday cake, diet cake…
+ Variety but still have main feature: We
offer signature birthday cake, follow the
concept, and provide variety of style and
design of birthday cake, offer several
different cakes helping customers have more
choices
OPPORTUNITIES
+ Due to the low capital investment, we
can use that money to focusing more on
improving the quality of products by
fresh ingredients, and promoting the
products also.
+ Keep on trends and meet the
requirements of young generation:
+ Having Comparative advantage
compare with other competitor
In addition to posting pictures of selling
cakes on student fanpages to make
shopping more convenient, the fact that
customers can directly see and choose
beautiful cakes will promote the intention
to buy cakes
+ Opportunity to take advantage of
World of Mouth effect
+ To improve that weakness, turn the
competitor’s weaknesses into our
strengthens
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 + High demand: According to the survey,
there are … % student in VNU have demand
on sweet cake, therefore we provide the right
products when customers are in high demand
+ Location: Our product is a product group
that receives a lot of attention from students,
aged 18-25, who live in this area (based on
A's survey in general and survey ours in
particular
+ Entrepreneurship: Being able to recognize
competitor’s weakness

2 WEAKNESSES THREATS

+ Entrepreneurship: lack of practical + The excess production of cake quality of

experience. The bakery shop will run by
theories, knowledge from school, may get in
trouble with predict and estimate the risk cost
+ The location that limit access to new
customer: just focus on student in VNU,
difficult to approach new customer
+ Difficult to measure the daily quantity of
customer demand
customer’s demand: Because it is not
possible to have experience in measuring
the number of cakes produced in a day, it
is easy to lead to excess products,
consumption of raw materials, affecting
capital resources
+ Experienced Competitor: They are
experienced in grasping the needs and
especially understanding the taste of
customers
+ Safety regulation: Maybe be complained
about quality of products

2.2. Competitors
● Strengthens:
○ Popular shops for students
○ Build the strong relationship with customer, have their own loyal customer
○ Having the experience to catch the customer demand

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● Weaknesses:
○ Do not have variety kinds of cake
○ Not providing high quality products
○ The delivery time quite slow
○ Not highly focus on the appearance of the product
○ Decoration of the bakery, the space do not attract customer, cannot provide the
“sweet space” to boost customer buying psychology

2.3. Decoration Theme

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- Designed in a minimalist style, create a spacious space for customer to choose
cakes
- Decorate follow “Purple” concept, to create shop’s feature and “sweet space”
to attract the customer

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2.4. Supplies
● Packaging
- Beemart (Dụng cụ làm bánh đầy đủ, giá rẻ - Beemart Giúp bạn làm bánh dễ dàng )
● Ingredients

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 - Beemart (Dụng cụ làm bánh đầy đủ, giá rẻ - Beemart Giúp bạn làm bánh dễ dàng)
- Local Market (For powder, fruits, …)
● Baking Stuffs
- Baker’s Mart Nhat Huong (Dụng Cụ Làm Bánh - Siêu Thị Bakers' Mart Nhất Hương
(dungculambanh.com.vn))
- Beemart (Dụng cụ làm bánh đầy đủ, giá rẻ - Beemart Giúp bạn làm bánh dễ dàng)

2.5. Human Resources

2.5.1. Manager
● Responsibilities and Duties
- Delegating responsibilities and supervising business operations
- Hiring, training, motivating and coaching employees as they provide attentive,
efficient service to customers, assessing employee performance and providing helpful
feedback and training opportunities.
- Resolving conflicts or complaints from customers and employees.
- Monitoring store activity and ensuring it is properly provisioned and staffed.
- Working time: From 6 a.m to 10 p.m.
● Qualifications and Skills
- Bachelor’s degree in business, management, or related field.
- More education or experience may be preferred or required.
- Strong understanding of business management, financial, and leadership principles.
- Excellent communication, interpersonal, leadership, coaching, and conflict resolution
skills.
- Time and project management skills.
- Ability to analyze processes and information, identify problems and trends, and
develop effective solutions and strategies.
● Salary and Benefits

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 - Salary: 15 million VND
- Chance to improve ability to analyze processes and information, identify problems
and trends, and develop effective solutions and strategies.
- Participating in a professional working environment with an energetic team.
- Having new relationships with variety sellers and owners.
2.5.2. Baker
● Responsibilities and Duties
- Ensure profitability by maintaining an accurate record of baking operations.
- Manage needed supplies and inventory levels.
- Assess the quality of raw materials before baking.
- Conduct research to develop original recipes for products.
- Ensure the proper storage of baking utensils.
- Baking products.
- Ensure food/cake/products are safe.
- Maintain clean and tidy bakery areas.
- Working time: From 6 a.m to 9 p.m.
● Qualifications and Skills
- Detail-oriented about baking.
- Flexibility to work around customer demand.
- Ability to work with team members to solve problems.
- Good planning skills.
- Ability to lift heavy items for an extended time.
- Ability to read and follow recipes.
- Develop original recipes and make new recipes.
● Salary and Benefits
- Salary: 12 million VND
- Chance to improve ability to analyze processes and information, identify problems
and trends, and develop effective solutions and strategies.
- Participating in a professional working environment with an energetic team.
2.5.3. Cashier
● Responsibilities and Duties
- Manage transactions with customers.
- Collect payments whether in cash or credit
- Issue receipts, refunds, change and shipping fee.

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 - Cross-sell products and introduce new ones.
- Resolve customer complaints, guide them and provide relevant information.
- Greet customers when entering or leaving the store.
- Maintain clean and tidy bakery areas.
- Track transactions on balance sheets and report any discrepancies.
- Bag, box or gift-wrap packages.
- Handle merchandise returns and exchanges.
- Working time: From 6 a.m to 10 p.m
● Qualifications and Skills
- Work experience as a Retail Cashier or in a similar role in sales
- Basic Excel/Access knowledge
- Good math skills
- Strong communication and time management skills
- Customer satisfaction-oriented.
- High school degree.
● Salary and Benefits
- Salary: 8 million dong
- Chance to improve ability to analyze processes and information, identify problems
and trends, and develop effective solutions and strategies.
- Participating in a professional working environment with an energetic team.
2.5.4. Part-time shop assistant
● Responsibilities and Duties
- Receiving, processing, and organizing shipments and deliveries accordingly.
- Restocking depleted or low shop items and ensuring that the sales floor is organized
according to established guidelines.
- Assisting customers in locating desired shop items.
- Informing customers of shop promotions to encourage purchases.
- Working time: 12 p.m to 5 p.m (1 workers) / 5 p.m to 9 p.m (2 works)
● Qualifications and Skills
- Proven retail sales experience.
- The ability to stand for extended periods.
- The ability to use labeling and pricing equipment as well as Point of Sale (POS)
software.
- The ability to work in a fast-paced environment.

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 - Strong organizational skills.
- Effective communication skills.
● Salary and Benefits
- Salary: 21,000 dong per hour.
- Chance to improve ability to analyze processes and information, identify problems
and trends, and develop effective solutions and strategies.
- Participating in a professional working environment with an energetic team.
2.6. Training
- Organization skills.
- Communication skills.
- Sales skills.
- R&D skills.
- Baking (for baker apprenticeship).
2.7. Marketing Strategy
2.7.1. Market Needs
According to data from the HCMC Department of Population and Family Planning,
the population of Ho Chi Minh City is estimated to be at 8 million, and every year,
between 300,000 and 400,000 students from the provinces attend the city's
universities, colleges, and intermediate schools. This is a "gold mine" for food service
firms whose target market is students. If, as my group assumes, every student visits
coffee shops at least once during their four years of university, then the percentage of
coffee-cake brands now available only satisfies 5% of the demand bridge.
Therefore, it is easy to realize that a bakery will attract customers because of the
convenience of location, affordable price, unique space and service attitude of the
bakery.
For this reason, we need to come up with a suitable and effective marketing strategy
to be able to meet the needs of our customers and help the bakery make a profit.
2.7.2. Market Segmentation
*Target Audience
To make the business operate effectively, it is evitable to define the target
buyer personas. As for Purple Bakery, target audience is based on:
● Demographic:
○ Age: 10-50 years old

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 Children and adolescents are age groups with very good taste and sensitivity.
The reason lies in the fact that the number of taste buds when a person is born
is directly proportional to the sensitivity to taste. Specifically, humans are born
with more than 9,000 taste cells. It can be seen that very few children like the
bitter, sour taste of black coffee, dark chocolate or sour drinks. Over time,
teengers also find that they can enjoy coffee or bitter tastes because the
sensitivity of taste has decreased a lot. So, if your bakery targets the age group
of 20 and under, you should focus on savory and sweet cakes instead of bitter
and sour. Often they will form a separate term for you, namely low and high
"taste threshold". Low means bitter and sour flavors, while high means salty
and sweet.
○ Gender: All
○ Location: Thu Duc student village
● Psychographics:
○ Taste: Sweet, salty
○ Ambiance: Lunchtime, breaktime, fast food
● Behaviors:
○ Age 10-14: Tend to get parents’ permission to buy
○ Age 15-25: Tend to purchase with friends
○ Age 25-40: Tend to buy as a gift/birthday present for their
daughters/sons/friends/acquaintances/…
○ Take away
○ Price point: 15,000 VND - 25,000 VND

2.7.3. Marketing Mix (4Ps)

● Product
With a vision to be the first choice for customers when choosing cakes based on their
preferences and providing the best service possible. We believe that our bakery
products and services are committed to quality and uniqueness.
First of all, putting the needs of customers first, our products have a variety to suit
each customer's needs in terms of trendiness, attractiveness, which we have drawn
from the survey. monitoring and research on social networking platforms

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 Besides, with a team of quality, professionally trained staff and reputable supplies, we
believe that our bakery products always produce quality cakes, but at a reasonable
price. affordable with students.
Moreover, in order to improve the customer experience, we appreciate the importance
of service by providing customers with quality products that make customers feel
comfortable and friendly when choosing to buy cakes in our store. It is also important
in making our products more attractive and unique.
● Place
Based on a survey of the majority of students (18-25 years old), we can see that the
strengths of the bakery described above in terms of location are very potential. Since
the initial problem of starting a bakery comes from few competitors in the area, the
strategy of place is logical and important for the business. In addition, the store also
has a form of selling online and promoting on major social networking platforms such
as Facebook, Instagram, Tiktok to help attract a large number of customers to the
bakery.
For example, the group "Hoi Nhung Nguoi O Ky Tuc Xa Khu B - KTX ĐHQG
TP.HCM" with a large number of members up to more than 158,500 is an easy place
to help customers know about the bakery and choose to buy our products.
● Price
As we all know, the pricing strategy is quite important to the success of the business,
especially when the target customers are mainly students, the target group has needs
but no personal income. or low income. Not only students, the affordable price will
attract many other groups of customers with moderate to high income. So it can be
said that the pricing strategy at our bakery is suitable for almost all target groups with
different income levels.
Realizing that, our team has come up with a suitable pricing strategy but still ensures
the quality of the products to help the bakery increase sales and maximize profits.
In addition, we also offer a strategy based on competitors' prices to adjust the selling
price of our products/services to align the selling prices with our costs (including
fixed costs and variable costs).
For details on the prices of cakes, you can refer to the bakery's menu.
In addition, to easily attract customers, our store also offers a promotion strategy
presented in the next section, more specifically about discount programs.
● Promotion

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- Promotion name: Fit your taste
- Promotion type:
+ Free shipping around 3 kilometers.
+ 5% discount for the bill with more than 200,000 of purchase.
+ Discount 5% after second purchase (birthday cake)
+ Order one, get another one for free (value of the bonus one must be equal
or less than that of the product the customer wants to buy) – temporary
promotion.
+ Advertise in groups: association of dormitory people A&B,...
+ Loyalty Program/Loyalty coupons: Get a few purchase rewards credit
cards to redeem for free products
+ Discount for birthday date.
+ Discount 5% for people giving feedback on social media.
- Promotion Swag:
+ “Fit your taste” cake
+ “Fit your taste” bread… (add slogan on the products)
- Platforms/channels: Facebook, Instagram
- "Try the taste - Give feedback":
+ Target customer: Students of IU
+ Received feedback to improve the product, and at the same time follow the
promotion "fit your taste".
+ Reach more customers in the beginning period
+ The most authentic feeling
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3. FINANCIAL MANAGEMENT

Table 1: Profit and Loss Projection for 6 years

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Table 2: Key index for the operation process

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4. CONCLUSION
In conclusion, PURPLE BAKERY is committed to providing customers, especially
students in and around the area of Vietnam National University village with the best
quality cakes.

Developing from the problems that have been verified through the survey, and based
on the strengths analyzed above, PURPLE BAKERY believes that our business will
develop sustainably, achieve financial forecasts, generate a positive source of income
to become a potential local business and create positive actual value for the customers
of the bakery.

On top of that, we guarantee that business plans are always created to satisfy
consumer needs.

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