Principles of Management
Федеральное
агентство по образованию
Государственное
образовательное учреждение
Высшего
профессионального образования
«САНКТ-ПЕТЕРБУРГСКИЙ
ГОСУДАРСТВЕННЫЙ
ИНЖЕНЕРНО-ЭКОНОМИЧЕСКИЙ
УНИВЕРСИТЕТ»
Факультет:
Международный менеджмент
Кафедра:
Высшая школа экономики и менеджмента
КУРСОВОЙ
ПРОЕКТ
по
дисциплине: «МЕНЕДЖМЕНТ»
на
тему:
«Основы
менеджмента »
Выполнили:
студентки группы №
2/5502
Шпока Анастасия
Олеговна
Антипина Анастасия
Вячеславовна
Проверила к.э.н.,
доц.:
Грищенко Татьяна
Юрьевна
Санкт
- Петербург
Contents
organizational
motivation employe management
Name
and logo of the company
Address
Organizational
legal form
Founders
The
Mission 4
The
Phylosophy
Services
Geographical
market
The
planned market share
Potential
buyers
Competitors
Potential
Partners
Cost
services
Full-time
workers and out of staff workers
Workers
Salary
Method
of service
Organizational
structure
Cost
price
Discount
and advertizing
Advertizing
campaing
The
problem: this type of advertising is not profitable
SWOT
analyze of the company
Ways
of motivation of employees:
APPLICATION
1
APPLICATION
2
APPLICATION
3
Name and logo of the company
This project on the topic:
Jazz Café « Wonderful Day».
«Wonderful day» - this is the name of our coffee
house. This phrase made people feel good as coffee. When you begin your work
day with the cup of coffee in our coffee house, you can be assured that day
will be wonderful!development of public catering establishment is very popular
nowadays . The industry of a food and entertainments develops promptly, and it
is not surprising - in these branches there are very high indicators of
profitableness. , our company has a slogan that motivates people not to pass by
the cafe: «If you want to start a day come to us with sounds of Jazz and make
it wonderful!»coffee companies have its personal logo and we are not the
expection. it is known, coffee is a brewed beverage with a dark, slightly
acidic flavor prepared from the roasted seeds of the coffee plant, colloquially
called coffee beans. Inventing a logo of our coffee house, we were guided by
this. The cup and the saucer look like a smile. There is the name of our coffee
house under the cup. There are also coffee beans arrange in a
frame.(APPLICATION 1)
café will be situated
on the Karavannaya street in the heart of the cultural capital of Russia. It is
between Nevsky Prospect and Belinsky street. This place is popular among guests
of St. Petersburg. There are a lot of places of interesting next to the street
Karavannaya, for example: Mikhailovsky Castle, a luxurious summer garden, a
unique and unforgettable Russian Museum.
The promises is 100 м2
and it is on the first floor of the building. Subway is
about 5 minutes from this place. Because our cafe is located in the heart of
St.Petersburg, we have a worthy competitors: Chocolate and Korova bar on the
Karavannaya street, Coffee House in Malaya Sadovaya and a cafe-bar Grog on the
Fontanka embankment.( APPLICATION 2)
legal form
decided to take Limited Liability Company (LLC).
It is a flexible form of enterprise that blends elements of partnership and
corporate structures. LLC doesn’t need to be organized for profit. The primary
characteristic an LLC shares with a corporation is limited liability, and the
primary characteristic it shares with a partnership is the availability of
pass-through income taxation. It is often more flexible than a corporation, and
it is well-suited for companies with a single owner.
Anastasia -51%Anastasia- 49%
Mission
mission of the organization - the expression of
her philosophy and the meaning of existence. The mission is usually declares
the status of the enterprise, how it works, the intentions of management. It is
oriented to the future and should not depend on the current state of the
organization. The mission of the organization formed by senior management, who
is solely responsible for its embodiment in practice through the formulation
and implementation of the goals of the organization.
The mission of the «Wonderful Day»:
Provide a specific segment of the Russian population worthy of a great coffee
and an unforgettable vacation to the sounds of relaxing music, moreover to make
cozy atmosphere and qualitative service accessible.
The Phylosophy
philosophy includes a description of a behavior
of higher targets adopted by the organization (the meaning of the organization,
the principles of relationship managers to staff, partners, competitors,
innovation, risk), the conditions of moving towards them, the objective
constraints. The philosophy is influenced by factors such as personality traits
manager, his value judgments, the nature of production. The behavior of the
organization in relation to the subjects of the environment (customers,
suppliers, creditors, competitors, government, society) should be balanced,
that is, the interests of all stakeholders.«Wonderful Day» is a the perfect mix
of the best coffee, friendly atmosphere, delicious sandwiches, cakes, delicious
pastries, freshly made juices and ice cream.basic principle that should guide
any employee coffee "Wonderful Day", regardless of his position,
respect for the individual.company provides all employees an equal opportunity
to exhibit their abilities in the workplace.house "Wonderful Day"
does not accept:
.1. Any form of discrimination against workers.
.2. Any forms of protectionism.employees are
guided by the following principles:
.1. On the basis of concern for the common
interests of the enterprise and the unity of the entire staff.
.2. Maintain the reputation and image of your
company among the guests, suppliers and competitors.
.3. Protect the confidentiality of information
received.
.4. Operate on the basis of confidence in the
decisions made.
.5. Aware of the need to behave properly, with
dignity.
.6. Employees shall respect the privacy of his
colleagues, avoiding any interference init.democratic, stylish, cozy place
where it is possible to arrange business meetings to appoint appointments and
simply to have a rest from daily vanity behind a cup of coffee.
our coffee house there is a wide choice of
qualitative coffee which is the most popular our product. But there is many
dishes and drinks on which it is necessary to pay attention.example, desserts.
Desserts in a coffee house are presented «Wonderful Day» by the big assortment
of pies, ice-cream, rolls, cakes and sweets. All
of them very tasty, original and the structure of a dessert menu is constantly
updated.
There is a separate menu for a breakfast, a
business lunch and children.operate from 9.00 till 12 o`clock. After the
morning menu there is a time of business lunches into which includes the first,
the second and the third dish on your choice. It starts at 12.00 and finished
at 15 o`clock. Also we have a children's menu, which is made by experts in
eutrophy of children. Besides your child will receive a pleasant souvenir from
"Wonderful day". our coffee house high-grade kitchen. Practically in
all directions: snack, salads, the paste, and even dishes from meat, fish and a
bird. you have come to note a celebration with the company or simply to relax
after the heavy working day we offer you the big spectrum of alcoholic drinks
and cocktails.is made with the goal that the client who has come here to drink
a cup of coffee, was late as it is possible for longer term. the same purpose
there is a Wi-Fi zone, so you could combine work with a cup of fragrant coffee
or a mug of a chicken broth.are served by our qualified staff who will always
listen to your desires and preferences and will serve you on the top level
within 15-20 minutes.houses are the place where you meet friends, relax with a
whole family or have business meetings. A lot of people start there morning
with a cup of coffee. After the university students prefer to spent there free
time together. After the shopping or walk families like to eat. We can help
them.our jazz café there is a wide
choice of qualitative coffee which is the most popular our product. There will
be large selection of drinks coffee and coffee drinks, black and green tea,
alcoholic drinks, different kinds of juice, cocktails. We understand that there
are a
lot of competitors, but the main difference of our café is that it is
Jazz café. So, Jazz music can help people to relax, forget about
problems and spent your free time unforgettable. They can hear a live music
and it is amazing! We can call the musicians who work in a Saint-Petersburg
philarmony. People also can take away food, it will be very convenient for
customers. Free Wi-fi will help to use
computers and mobile phones for the Internet.
cafe is located in the heart of St.Petersburg,
so we will have a worthy competitors: Chocolate and Korova bar on the
Karavannaya street, Coffee House in Malaya Sadovaya and a cafe-bar Grog on the
Fontanka embankment.
buyers
ial buyers - people who are the target audience by
the businessman. These will be people who may know about the café with
the help of advertisement, friends, workers. There will be a lot of students,
they can work with internet with a cup of coffee, people,
who have a break and tourists of course.
The main partners should be jazz musicians, our
café will work with jazz philharmony in Saint-Petersburg. Some
popular musicians will play in our Jazz café, it will be a live music.
Competitors
is any person or entity which is a rival against
another. In business, a company in the same industry or a similar industry
which offers a similar product or service. The presence of one or more
competitors can reduce the prices ofgoods and services as the companies attempt
to gain a larger market share. Competition also requires companies to become
more efficient in order to reduce costs.main competitors of
jazz café «Wonderful Day» are: CoffeHouse,
Cofeeshop, Shokoladnica, Gravicapa and Chairs. Gravicapa and Chairs are jass
cafés as our café. The first one is situated on the Pochtamskii
side street and the second one is situated on the Rubinshteina street.So, our
café is not close to them. Chair is a jazz club, where people can eat
Europen cuisine, drink alcohol, but people from at the age
of 16 can’t enter there.
Partners
The main partners should be jazz musicians, our
café will work with jazz philharmony in Saint-Petersburg. Some popular
musicians will play in our Jazz café, it will be a live
music.
Cost services
Steaks:Steak - 295 rub.Steak - 500 rub.
:salad with chicken - 295 rub.
Caesar salad with smoked salmon -
295 rub.salad - 245 rub.- 230 rub.
Sandwiches: sanwich with hum and cheese - 200
rub.sandwich with chicken and vegetables - 220 rub.with meat - 235 rub.with
chicken - 230 rub.
Desserts:Classic with different flavors to
choose from
(Strawberry, raspberry, caramel,
hazelnut) - 220 rub.Classic with different flavors to choose from
(Strawberry, raspberry, caramel,
hazelnut) - 220 rub.
Cheesecake "New York" chocolate - 220
rub.
Cheesecake "New York"
strawberry - 220 rub.
Truffle - 215 rub.strudel - 215 rub.- 299 rub.classic
croissant - 100 rub.
Coffee:espresso - 125 rub.
Double Americano - 175 rub.- 125
rub.Romano - 125 rub.macchiato - 155 rub.
Espresso con Panna - 155 rub.- 170 rub.- 210
rub.
Alcohol card:
Stella Artois 500ml - 215 rub.Crown
500ml - 195 rub.(dark) 330ml - 195 rub.:red wine - 100ml, 119 rub. 0.75L, 695
rub.white wine - 100ml, 139 rub. 0.75L, 795r.sparkling - 150ml, 245 rub. 0.75L,
990 rub.
Full-time employees and out of staff employeeswill
have almost full-time workers, with the exception of legal department, PR
department and the department of searching employees. Because
they are out-of staff members .We will apply to these services only if we need
the help of outsourcing.
All in all in our Jazz café there will be 14
employees:
General director - 1director - 1- 1-
2- 1manager - 1- 4- 2- 1accounted how much money will spend on the salary for
all employees. It will be about 2 840 000 rubles per year. The
salary for each worker per year:director - 650000
rub.director - 480000 rub.- 50000 rub.- 150000 rub.- 200000 rub.- 240000 rub.-
180000 rub.- 100000 rub.- 100000 rub.
Method of service
method of customer service - the way in which
consumers realized production. On the catering service, there are the following
methods:
) The service by yourself;
) The waiter service;
) The combined service. form of service -
organizing technique, which represents a variety or combination of methods of
customer service.
In café “Wonderful Day” will be the
waiter service. This method of service is used in restaurants, bars, snack bars
and canteens. The process of customer service provide waiters from the meeting
guests to their calculation and leaving of the cafe. A full service by waiters
means that all operations carried out by waiters. This form of service is characterized
by a high degree of social and is used for the "luxury" class and the
highest for the entire duration of the hall for banquets and receptions in the
evening - in enterprises with recreation.“Wonderful Day” there is a follow-up
form of calculation. It means that it is carried out at the end of service by
waiters. There is an individual form of waiter service for labor conditions.
All operations with visitors performs a waiter, for whom is enshrined a number
of tables in the hall.
Organizational structure
decided to have linear organizational structure,
because it is the best for our work.
It is Multi-level hierarchical
control system, which provides superior head sole leadership of subordinate
subordinate leaders and their managers are subject to only one person - his
immediate superior manager.
The scheme №1: “Organizational Structure”.
Cost price
- 1 item = 1500 rub.- 1 item = 20000
rub.- 1 = 25000 rub.- 120 items = 4000 rub.- 13 items = 13000 rub.- 52 items = 16000
rub.maker - 1 item = 7000 rub.- 1 item = 18000 rub.covers - 20 items = 10000
rub.- 2 items = 10000 rub.- 3 items = 9000 rub.- 2 items = 40000 rub.counter -
1 item = 30000 rub.equipment - 1 item = 30000 rub.register - 1 item = 7000 rub.
the alarm system - 1 item = 40000 rub.supply - 1
item = 30000 rub.- 1 item = 36000 rub.
The table №1: “The calculation of
income”
Product
(portion/cup)
|
Price
(rubles)
|
Cost
price (rubles)
|
Income
(rubles)
|
Salmon
Steak
|
215
|
100
|
115
|
Veal
Steak
|
500
|
400
|
100
|
Caesar
salad
|
295
|
130
|
165
|
Russian
salad
|
245
|
120
|
125
|
Olivier
|
230
|
100
|
130
|
Grilled
sandwich with hum and cheese
|
200
|
70
|
130
|
220
|
70
|
150
|
Pancakes
with meat
|
235
|
100
|
135
|
Baguette
with chicken
|
230
|
50
|
180
|
Cheesecake
Classic with different flavors
|
220
|
90
|
130
|
Cheesecake
"New York"
|
220
|
90
|
130
|
Truffle,
Apple strudel
|
215
|
80
|
135
|
Tiramisu
|
299
|
120
|
179
|
The
classic croissant
|
100
|
40
|
60
|
Double
espresso, Ristretto, Espresso Romano
|
125
|
50
|
75
|
Double
Americano
|
175
|
70
|
105
|
Espresso
macchiato
|
155
|
60
|
95
|
Cappuccino
|
170
|
65
|
105
|
Latte
|
210
|
90
|
120
|
Beer
|
200
|
60
|
140
|
Wine
|
150
|
90
|
60
|
income: 2,564 rub.
creation of pleasant and attractive system of
discounts we will use the most simple, accessible and effective methods of
advertizing.creation of pleasant and attractive system of discounts we will use
the most simple, accessible and effective methods.we don't sell the goods, and
we render services it is better for our organization partially unite system of
discounts with our advertising activity, in a consequence of that, we will
incur not heavy expenses and will improve efficiency of our advertising. As a consequence
we will increase quantity of clients and will advance our organization in the
market.of the most accessible and simple variants of the given symbiosis are
the leaflets serving both advertising, and a card at a discount which will
operate at a presentation with the client.concluded to make a number of
billboards on Nevsky Prospekt and advertising posters on public transport with
the company slogan:”If you want to start a day come to us with
sounds of Jazz and make it wonderful!”. It could help our visitors of St.
Petersburg and its residents to be really interested in visiting the Jazz
café "Wonderful Day".in the magazine “on
Nevsky” we decided to make the article, where will be a brief description of
the restaurant kitchen and its location.
We will have our own website, which
will improve the customers' wishes for the restaurant and reviews .
We also came to the conclusion that not everyone
has the time to read the article, or to sit on the sites and not all pay
attention to advertising stends. So we will release advertisements on the
radio. The most appropriate we considered Eldoradio.
problem: this type of advertising is not
profitable
- the trade engine, this true knows, perhaps,
even the child. However not any advertizing is comprehensible to you. It is
possible to spend a heap of time and money, and desirable result not to
receive. And then, you can refuse advertizing at all or reflect - why
advertizing doesn't bring the income. As a matter of fact, advertizing is not
expenditure of money, and their investment. And as any investment - it should
bring dividends.profit the company has, more money it should spend on
advertizing. So, as your business will grow, you should increase the
advertizing budget.sometimes the advertizing can be not effective. If you want
that your advertizing message will achieved the object it is necessary to
consider some features and cunnings in advertizing without fail.kind of the
goods and services accepts certain means of distribution of the information .
Also, it is very important to consider features of the goods and target
audience.is a big choice of advertisement, each pocesses the lacks and
advantages. Choosing a kind, pay attention to advertizing cost, its place or
time, quantity of possible contacts to your consumers., the company can contact
with advertizing agency. Managers will find for you the necessary means for the
best placing of advertizing. Performance of the advertizing message completely
depends on two factors: professionalism of executors (which strongly differs at
different agencies) and the budget of the customer.advertisement have to be
creative, bright, not looks as others, everyone should remember it, include
humour, attract people of all ages, impress children , because just children
can persuade their parents to buy your product. It also can include last trends
and be fashionable, for example: there can be popular music or a pop star.
On Nevsky we leave advertising, but
in addition we will advertise it on TV with a known family of Russian footballer
Andrey Arshavin. We will make a special offer for cardholders,
"Zenit". They will be provided by the
discount of 15 percent and in the days of football matches will translate
matches on-line in one of our two halls. It will attract all football fans to visit
our cafe, because as you know in St. Petersburg there are a lot of them. It is
very hard to find a free place in any restaurant when you want to
watch the football match, so our café will help to solve this problem.
And as Arshavin have children and they will also take part in the filming of
advertising, it will attract the attention of parents who are more likely
to come to us with their children, knowing that for them, even dedicated a
special menu when you order from which the baby gets a little surprise., we
have decided to conclude a contract with the football funds. On each ticket to
a football match will be shown the location of our cafe and discounts of 10
percent. Moreover, as there are a lot of people in the subway every day and
they very often like to read free newspaper “Metro”, we decided to make there
an advertizing, too. People will be really interested in
where to have a business meeting or to spend a free time with friends and where
it is better to begin their day and in this time the advertisement of our
jazz-café will come to the help.we don't sell the
goods, and we render services it is better for our organization partially unite
system of discounts with our advertising activity, in a consequence of that, we
will incur not heavy expenses and will improve efficiency of our advertising.
As a consequence we will increase quantity of clients and will advance our
organization in the market.of the most accessible and simple variants of the
given symbiosis are the leaflets serving both advertising, and a card at a
discount which will operate at a presentation with the client.- the analysis of
a coffee house: «Wonderful day» of a rate of inflation;
• Increase of a rate of refinancing;
• Rise in prices;:
• Increase of a standard of living of the
population;
• Anti-inflationary policy;
• Granting possibility of training
and development to the personnel
• High degree of service;
• The organization is profitable;
• Maintenance of corporate spirit of the
company;
• Favorable arrangement of an institution;:
• Turnover of staff among waiters and barist
that is caused by a full employment not suitable for students is observed,
namely students are occupied in these positions;
• The high rent caused by location;, as a result
of carried-out SWOT - the analysis strengths and "Wonderful day"
possibilities were revealed, and also the accounting of threats and weaknesses
of a coffee house that will provide to the enterprise competitive advantages is
made.of motivation of employees:
) Obligatory medical insurance (compulsory
health insurance).of obligatory medical insurance are made out to the workers
living in the territory of the city of SPb, and also nonresident workers.policy
of obligatory medical insurance is made out within 2 months from the date of
employment.medical insurance assumes an unlimited right of use of the
policlinics entering into the program of obligatory medical insurance. At
dismissal the policy is cancelled in two weeks after dismissal date.
) Providing financial support.support is
provided to the worker in case of death of the close relative (the parent, the
spouse/spouse, the child, the brother/sister) at a rate of (30,000) rubles.
) Acquisition of production made by the company
with discounts. The size of a discount for employees is established by local
acts of the company.
) The company pays additional pension to the
employees, which length of service in the company 20 and more than years. The
size of preferential pension is charged in compliance by slokalny acts of the
company on the basis of the order of the director general.employee retiring, is
awarded by the nominal certificate of honor and a corporate medal.the
completion of work in the company in connection with leaving the employee can
be invited to pension as the expert or the instructor for training of trainees
and young specialists as the non-staff employee. The order of the conclusion of
the contract on the labor relations with the employees who have retired, is
carried out according to standards of the labor legislation of the Russian
Federation.
) Nominating of employees for introduction of
new successful ideas, projects, technologies;
) Actions in honor of annual state holidays (New
Year, Day of the defender of the fatherland, the International Women's Day).
) Actions for celebration of employees (An
awards ceremony «The best professional»)
) the Permit in hotel to the Crimea for 2 weeks
for the best workers of year.
) Special birthday.
) Honor roll registration, rewarding by a
challenge cup to "The best worker of month».
) Award payment to the best workers at the rate
from one thousand to 5 thousand rubles.
) Advance possibility up on a career ladder at
experience more than 2 months.
) Paid holiday for 2 weeks for the workers
holding a position on an honor roll more than 3 times.
) Delay more than for 15 minutes more than 3
times within a year for the disrespectful reason the best worker of month,
deprivation of an award and paid holiday deprives of the right of participation
in the nomination.
) Free dinners are provided to employees of cafe
) To the workers, more than 2 months having
experience, at the solution of transition to other position free courses on
professional development are provided.
APPLICATION 1
APPLICATION 2
APPLICATION 3