HSE Summer School Program

Doing business in Russia

N.I.Guseva

Kim’s cafe
-Business plan presentation for
Korean traditional desert cafe

Group 3
Kim Jiwoong
Lee Youngjae
Kim Suyoung
 Contents

1. Introduction
(1)Shop
(2)Menu

2. PEST Analysis
3. SWOT Analysis
4. Market research
(1)Market research result & problem
(2)Solution

5. Promotion strategy
1. Introduction
Shop

Menu

Among the various cafés, what is the Kim’s café’s

property and why they can have opportunity to get
reach to customer satisfaction.
Introducti
on
What is Kim’s Café?
It is Not concealed Not protective café that provides
not only Korean traditional beverages but also open &
refresh atmosphere. With special desserts and healthy
teas, Kim’s café invites you to exotic stimulate and joyful
lifestyle from your monotonous life.
Introducti Maroo
Bing su
on

Rice cake Desert

Shop
Transparent
window

Beverage
Korean tea
Coffee
 2 & 3 Analysis
PEST

SWO
T

Before start up new business, it is really important to

know the market environment. In this chapter will
show you the real situations we faced with analysis tool.
PEST Analysis
Organization Market
-Russia government has emphasized on the -12~15% restaurant market growth rate, and
startup. Korean organizations support global about 1150 café opened in 2013 1st quarter
business.

Policy Inflation rate

-111st according to IFC. 3.6% registration fee and -Inflation rate in 2012 was 6.6%, and 6% in
30days for registration. 2013.

Employment act GNI

-Labor contract right, Contract duty, Required -In 2013, Russia’s GNI was about 12,700 dollars.
documents, Mandatory to contract, Probation
system P E
Dietary habit
S T
IT technology
-Russia people like sweet things. Especially the
-Young people use SNS via smart phone. Odnoclasn
chocolate.
and Bcondacte has more influence.

Spread of population
-In Moscow, the age of 20 to 24 takes the greater Software
part of all ages. -Store management program and point-of-
sales system
Social preference for healthy food
-Among Russian people, health products are getting Machinery
popular.. -Espresso machine and ice crusher
Chart 1
Chart 2
SWOT Analysis

S Unique
-Special and various taste
Blue ocean
Provide various taste O
Low material cost
-Ingredient cost, Bingsu cost in Korea Competitive price, High margin

Simple recipe Reduce employment cost,

-No training cost, Quick making Same service in every shop

Health Attract diverse buying public

-Healthy nuts, fruits and grains

Lack of capital Start-up supporting organizations, angel

-High risk money investment, clouding fund

Weather condition Adding sub-menu like Korean traditional tea and

-Long and cold winter selling Bingsu with coffee

Low awareness Making various marketing strategies(SNS,

-Trust, Marketing price Festivals)

W T
Chart 3

Chart 4
Chart 5
 4. Market research
Results & Problems

Solutions

By now we analyzed market situation with a big view.

And now let’s see the market in detail and build up
business plans.
Results & Problems

Waiting time

Englis
h

Too much
menu
Solutions

High material cost and storage cost Low profit high price
Too much
menu
Simple Specialized menu Low training cost
menu
Unequal task division Long waiting line

Waiting time
Guide book
Enhance customer royalty
Preready menu

No English Hard to order

Englis
h
English Have competition in international
 5. Promotion strategy

By gathering all information before, we will show you

out secret strategy to successful business in Russia.
Promotion
strategy
Use Youth power!
Energetic Challenging Talking

11 million
15%
10.5 million
2013 Russia age group

Advertisement SNS Coupon

Flyers
Thank you
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