在法國南特開設台式卡拉OK店的商業企畫書 - 政大學術集成

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(1)國立政治大學商學院國際經營管理英語碩士學位學程 International MBA Program College of Commerce National Chengchi University. 政治大. 學. ‧ 國. 立碩士論文. Master’s Thesis. ‧ y. Nat. er. io. sit. 在法國南特開設台式卡拉OK店的商業企畫書 n. Business Plan – Open in Nantes a an Asian style Karaoke iv. l C n U h i e n g c hBrand “En-chanté”. Student: Alexis de Cagny Advisor: Jack Wu. 中華民國 2018 年 6月 June 2018. DOI:10.6814/THE.NCCU.IMBA.007.2018.F08.

(2) 在法國南特開設台式卡拉OK店的商業企畫書. Business Plan – Open a Taiwanese Karaoke in Nantes “En-chanté” 研究生 : 孔藹良. Student: Alexis de Cagny. 指導教授: 吳文傑. 立. Jack Wu 政治 Advisor: 大. ‧ 國. 學 ‧. 國立政治大學. 商學院國際經營管理英語碩士學位學程. Nat. sit er. io. al. y. 碩士論文. n. v i n C toh International MBA Submitted e n g c h i U Program A Thesis. National Chengchi University. in partial fulfilment of the Requirements for the degree of Master in Business Administration 中華民國 2018 年 6月. DOI:10.6814/THE.NCCU.IMBA.007.2018.F08.

(3) Acknowledgements Before starting with my thesis, I would like to thank several people.. First of all, I would like to thank my thesis advisor, Jack Wu, who accompanied me during the writing of this thesis, for his time taken to advise me and for his pedagogical professionalism.. 政治大. Then, I would like to thank the IMBA Office and especially Li-Chi and Emily Huang for their help during this whole year, helping me from the beginning in last August until today to. 立. complete all the requirements and for advising me.. ‧ 國. 學. Furthermore, I would like to warmly thank my home university Audencia Business School. ‧. which encouraged me to enrol in the International Master of Business Administration of National Cheng Chi University. It has been a great enriching experience for me, and I will never. sit. y. Nat. forget all that I have learnt so far. I am really thankful to the teachers I have met in every class,. io. n. al. er. because they taught me many content.. i n U. v. Likewise, I would like to thank my family for the support they gave me before and during this. Ch. engchi. long adventure in Taiwan, far away from them. I have always worked seriously and thoroughly to make them proud of me.. Finally, I am also grateful to my fellow classmates from all over the world with whom I have grown up during this year, with whom I have worked, and with whom I have developed friendships. They also have helped me to overcome obstacles and to tackle challenges.. iii. DOI:10.6814/THE.NCCU.IMBA.007.2018.F08.

(4) TABLE OF CONTENTS 1. EXECUTIVE SUMMARY ............................................................................................................................... 1 1.1. OBJECTIVES .................................................................................................................................................. 2 1.2. MISSIONS ...................................................................................................................................................... 2 1.3. KEYS TO SUCCESS ......................................................................................................................................... 3 1.4. JUSTIFICATION OF THE LOCATION ................................................................................................................. 3 2. COMPANY SUMMARY .................................................................................................................................. 4 2.1 COMPANY LEGAL ENTITY .............................................................................................................................. 4. 政治大. 2.2. COMPANY OWNERSHIP.................................................................................................................................. 4 2.3. START-UP IDENTITY ...................................................................................................................................... 5. 立. 2.4. OVERVIEW OF PRODUCTS AND COSTS ........................................................................................................... 7 2.5. JUSTIFICATION OF THE TAIWANESE-STYLE KARAOKE .................................................................................. 8. ‧ 國. 學. 3. INDUSTRY ANALYSIS ................................................................................................................................... 9. ‧. 3.1 THE INDUSTRY OF KARAOKE AND BARS IN FRANCE ...................................................................................... 9 3.2. PESTEL ANALYSIS FOR “EN-CHANTÉ ” KARAOKE BAR .............................................................................. 10. sit. y. Nat. 4. MARKET ANALYSIS .................................................................................................................................... 14 4.1. DEMOGRAPHIC SITUATION IN NANTES ........................................................................................................ 14. io. er. 4.1.1. Population by age bracket ................................................................................................................. 14. al. n. v i n C h of Nantes MetropoleU................................................................... 16 4.1.3. Financial situation for inhabitants engchi 4.2. M ........................................................................................................... 17 4.1.2. Demographic situation according to gender, age, and socio-professional group ............................. 15. ARKET ANALYSIS SEGMENTATION. 4.3. TARGET MARKET STRATEGY ....................................................................................................................... 18 4.4. COMPETITORS ............................................................................................................................................. 19 4.5. SWOT ANALYSIS........................................................................................................................................ 21 5. STRATEGY ..................................................................................................................................................... 22 5.1. SALES STRATEGY ........................................................................................................................................ 22 5.2. SALES FORECAST ........................................................................................................................................ 23 6. MARKETING PLAN ...................................................................................................................................... 27 6.1. PRODUCTS AND SERVICES POLICY .............................................................................................................. 27 6.1.1. Rental activity pricing ........................................................................................................................ 27 6.1.2. Food and beverages pricing .............................................................................................................. 29. iv. DOI:10.6814/THE.NCCU.IMBA.007.2018.F08.

(5) 6.2. COMMUNICATION POLICY ........................................................................................................................... 31 6.2.1. Social media ....................................................................................................................................... 32 6.2.2. Website ............................................................................................................................................... 34 6.2.3. Flyers ................................................................................................................................................. 35 6.2.4. Radio and newspapers ....................................................................................................................... 35 6.3. PARTNERSHIPS ............................................................................................................................................ 35 6.3.1. Student partnerships .......................................................................................................................... 36 6.3.2. Professional partnerships .................................................................................................................. 37 6.3.3. Public partnerships ............................................................................................................................ 38 6.4. LOYALTY PROGRAM ................................................................................................................................... 38. 政治大. 7. MANAGEMENT ............................................................................................................................................. 39 8. FINANCIAL ANALYSIS OF EN-CHANTÉ ................................................................................................ 40. 立. 8.1. INCOME STATEMENTS................................................................................................................................. 40. ‧ 國. 學. 8.2. BALANCE SHEETS OF THE FIRST THREE YEARS ........................................................................................... 42 8.3. STATEMENTS OF CASH FLOWS FOR THE FIRST THREE YEARS ...................................................................... 45 APPENDIX .......................................................................................................................................................... 46. ‧. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. v. DOI:10.6814/THE.NCCU.IMBA.007.2018.F08.

(6) List of Figures and Tables Figures: Figure 1: Nantes population classified by age….…………………………………………….14 Figure 2: Hourly average net salaries classified by SPG in Nantes…………………………16 Figure 3: Standard of living evolution in Nantes from 2005 to 2014……………………….16 Figure 4: SWOT analysis…………………………………………………………………....21 Figure 5: Estimated hours of rental per month (1st year)……………………………………23 Figure 6: Expected customers’ occupation…………………………………………………26. 政治大. Figure 7: Penetration rate of social media in French society by age…………………………32. 立. ‧ 國. 學. Tables:. ‧. Table 1: Demographic situation classified by gender, age and SPG………………………..15 Table 2: Main “En-chanté” competitors in Nantes…………………………………………19. Nat. sit. y. Table 3: Income Statement…………………………………………………………………..41. er. io. Table 4: Balance Sheet 2019………………………………………………………………….43 Table 5: Balance Sheet 2020…………………………………………………………………..43. n. al. Ch. i n U. v. Table 6: Balance Sheet 2021………………………………………………………………….44. engchi. Table 7: Cash Flow Statements………………………………………………………………..45. vi. DOI:10.6814/THE.NCCU.IMBA.007.2018.F08.

(7) 1. Executive Summary Presentation “En-chanté” will be the most revolutionary bar in Nantes (France): it will allow targeted customers, people aged from 18 to 35 years old, to live the astonishing experience of a Taiwanese style Karaoke in Nantes. Indeed, Karaokes with private rooms to sing do not exist yet in this city whereas the desire for Karaokes is currently gaining momentum in France. For instance, Karaoke TV shows are more watched than President Emmanuel Macron’s speech, with more than 4 millions of viewers each day.. 政治大. “En-chanté” will be there to address the lack of solution to this trend, through bringing the Taiwanese style Karaoke.. 立. ‧ 國. 學. The Karaoke bar will be named “En-chanté” as it means “happy and delightful” as well as “nice to meet you” in French. In addition, “chanté” means sung in French, thus, the entire name. ‧. clearly expresses the particular bar’s DNA, which is centred on Karaoke. In other words, both happiness and songs are reunited in the name of this uncommon bar in. er. io. sit. y. Nat. Nantes.. “En-chanté” will be located in the city centre of Nantes where numerous local and international. n. al. Ch. i n U. v. students and young executives are living and going out. It will provide to them six private rooms. engchi. with state-of-the-art devices to sing as well as a buffet, so that they can enjoy and live a true social experience inside the Karaoke.. As Nantes gathers more than 56,500 students and is the most attractive city to work in France according to the Cabinet Arthur Loyd (October 2017), “En-chanté” could be profitable within one year, according to our forecasts, thanks to wide opening hours during the weekends (from 2pm until 2 am) and with privileged relationships with student associations and companies.. I will be associated with a friend who has a engineering background so that we will complete each other in the daily tasks. One bartender will also be employed to help us.. 1. DOI:10.6814/THE.NCCU.IMBA.007.2018.F08.

(8) 1.1. Objectives Three main objectives have been identified through the “En-Chanté” project. The first one, of course is to become financially independent within 12 months, to ensure the continuity of the business and to favour the development of the brand with other bars. The second main objective is to become a reference in the bar life in Nantes and to be renamed for the Karaoke concept that “En-Chanté” is bringing to France. “En-Chanté” wants to promote this strong culture through the unique experience of a Taiwanese Karaoke. This personal trait of the bar will evidently help “En-Chanté” to become a reference in the bar life in Nantes.. 政治大 socially responsible through the promotion of environment causes or social issues inside the 立 Karaoke bar. In order to accomplish this objective, “En-chanté” will be a CSR-oriented business, Lastly, the third mission is to serve customers with a premium-quality service while being. ‧ 國. 學. with fair treatment of employees and respectful of the environment.. ‧. Those three objectives are tiny linked together and, consequently, they will be reached together.. sit. y. Nat. 1.2. Missions. er. io. “En-Chanté” is committed to offer an unforgettable and astonishing social experience in a. al. n. v i n C h to provide excellent through the strong staff’s commitment e n g c h i U service to customers.. Karaoke bar to customers thanks to Karaoke private rooms. This mission will be possible. In order to accomplish this mission, high-quality devices will be placed into rooms, customers will be able to access a buffet and order drinks, the song repertoire will be updated every 6 month and songs will be available in French, English and Chinese.. In addition, France does not have Karaoke with private rooms, as French people usually sing in the main room of the bar in front of other customers. This type of Karaoke can be a real hurdle for many people. “En-chanté” wants therefore to be the solution to those customers who want to sing in private with their friends and to offer a truly social experience of Taiwanese style Karaoke.. 2. DOI:10.6814/THE.NCCU.IMBA.007.2018.F08.

(9) 1.3. Keys to success . Innovative concept with strong potential of success. . Strong potential market (attraction for Karaokes, young and dynamic people in Nantes). . Quality of the sound and display system. . Pleasant bar with friendly atmosphere. . Skilled workers to best serve customers. . Potential to develop (longer opening hours, partnership with local suppliers and student associations, enlargement of the customers, virtual reality rooms…). 政治大. 1.4. Justification of the location. 立. The location of the bar is really important to understand. ‧ 國. 學. the business plan, as “En-chanté” will rely on the evolving and dynamic city of Nantes.. ‧. Nantes has been chosen to welcome this new Karaoke concept bar because of the tiny links between Nantes. sit. y. Nat. and the founder, Alexis de Cagny. Indeed, as it is stated. io. located in Nantes and has particular links with this city.. n. al. Alexis de Cagny also knows how much Corporate. Ch. engchi. er. above, the founder went to Audencia Business School. i n U. v. Social responsibility is a hot topic in Nantes, and therefore, he will try to include this social preoccupation in the DNA of the Karaoke bar through events for instance. Moreover, Nantes has also been rewarded as the most attractive city in France for its good quality of life and economic performances according to the Cabinet Arthur Loyd (October 2017). Consequently, more and more students and young executives will go to Nantes to start a business or work: they are truly potential customers of the bar.. Nantes also benefits from its promiscuity with culture. Indeed, Nantes is one of the major dynamic city in France for cultural events such as “Les Rendez-Vous de l’Erdre”, a famous music festival or such as ephemeral exhibitions of paintings or photographs in the city-centre.. 3. DOI:10.6814/THE.NCCU.IMBA.007.2018.F08.

(10) 2. Company summary 2.1 Company legal entity “En-Chanté” will be registered to the French “Registre du Commerce et des Sociétés” (RCS) as a SARL (Société à Responsabilité Limitée) or LLC in English (Limited Liability Company). This is one of the safest way of creating a company in France. Indeed, it restricts the liability of the owner. In other words, the legal framework of LLC is similar to a safety net if the company would not go well. It also helps to avoid double taxation that can appear in some other types of companies.. 立. 政治大. 2.2. Company ownership. ‧ 國. 學. Alexis de Cagny is the founder of “En-Chanté”. The ownership will be shared with a friend of him who has an engineering background and has a bartender experience in Paris. It would help. ‧. to have two associates who complete each other in skills: Alexis de Cagny will be in charge of the finance, marketing and strategy and his friend will be in charge of the technical work like. Nat. er. io. sit. y. sound system or for the website.. Alexis de Cagny studied for three years at Audencia Business School and were the General. n. al. Ch. i n U. v. Secretary of Audencia Sailing Club for 1 year. He was in charge of finding sponsors to organise. engchi. sail races: this experience will also be a strong asset in the building of the Karaoke bar. Furthermore, as he has been deeply involved in student associations, partnerships with such associations will be sealed more easily. In addition, Alexis de Cagny, one of the owner of “En-chanté” has completed a Dual Degree with the NCCU IMBA Program in Taiwan, where he discovered the Taiwanese culture and Taiwanese Karaokes. Through this powerful academic experience, he also learnt about Confucianism and Leadership and will try to use his learning to manage well the bar.. 4. DOI:10.6814/THE.NCCU.IMBA.007.2018.F08.

(11) 2.3. Start-up identity The “En-Chanté” Karaoke bar has deep-rooted in his name the culture of happiness that comes while singing. Therefore, this start-up wants to strengthen this mantra in its identity. For instance, colours in the bar will be warm with presence of wood and soft lights. In addition, as customers will identify themselves to a brand if it looks like them, “En-chanté” wants to be associated with the image of a young, social and dynamic person, who enjoys life pleasures and open-minded to discover new leisure. One another strong personality trait of “En-chanté” is that the brand will lay stress on the. 政治大 thanks to his education and academic background, is really sensitive to CSR. He has followed 立 3 CSR courses in the last three years, in France and in Taiwan, and his French business school Corporate Social Responsibility (CSR) of the company. Indeed, the founder Alexis de Cagny,. ‧ 國. 學. is actually renowned for teaching CSR in France. Furthermore, Nantes is one of the most active city in France that promotes publicly CSR: they support around 50 projects to develop CSR in. ‧. the Nantes Metropole, which cover many fields like the reduction of waste or the encouragement to involve local communities in business.. y. Nat. sit. Therefore, CSR will be clearly included in the DNA of “En-Chanté” bar, first because of. er. al. n. sensitivity to CSR.. io. personal motivation of the founder, Alexis de Cagny, and second, because of the market. Ch. engchi. i n U. v. The picture on the right represents the name of the bar that. will be displayed on the storefront of the bar. It is a simple logo which clearly highlights the concept of the bar.. 5. DOI:10.6814/THE.NCCU.IMBA.007.2018.F08.

(12) This picture on the right represent the identity of the brand that will be displayed on website, social media, on flyers, and more generally for external communication.. In the same way, here are some pictures of the bar and rooms to share the atmosphere with the readers of this business plan. In order to maintain a warm and welcoming atmosphere, we have. 治政大a modern and design decoration to France do. In the Karaoke rooms, we have chosen to have 立 fit well with the whole Karaoke sound and video systems.. chosen to display some wood components on the walls of the ground floor, as many bars in. ‧. ‧ 國. 學. View of the ground floor: bar with. y. Nat. n. er. io. al. sit. tables and chairs for customers. Ch. engchi. i n U. v. View of the Karaoke room for 10 people: sofas, tables and screens to ensure a high-quality experience. 6. DOI:10.6814/THE.NCCU.IMBA.007.2018.F08.

(13) 2.4. Overview of products and costs The launch of the Karaoke bar “En-Chanté” will necessarily lead to prepaid costs before the opening of the bar. A deeper analysis of costs and products will be conducted later in the marketing and financial analysis, but here is a first overview of the main sources of products and costs.. Products: . Revenues from Karaoke rentals and Buffet (package all-included). . Food sales at the bar. . Beverage sales at the bar. 立. Costs:. 政治大. ‧ 國. 學. . Real Estate Costs (rent of a 3-floors commercial building in Nantes). . Furniture and Decoration (sofas, tables, chairs…). . Fixtures and Devices (TV, microphones and sound system). . Inventory (food & drinks). er. io. sit. y. ‧. Administration Costs (legal, salaries, alcohol license and singer property rights). Nat. . al. n. v i n C to a buffet, the sale of drinks (wine,hbeers, i Uliquors) and the sale of snacking food e nsodas, g c hcider,. The earnings will mainly come from the location of private rooms for Karaokes and the access (French fries, sandwiches (Kebab), biscuits, cookies…).. The costs are mainly investment costs which are implied by the structure of the business.. 7. DOI:10.6814/THE.NCCU.IMBA.007.2018.F08.

(14) 2.5. Justification of the Taiwanese-style Karaoke First of all, the history of Karaoke must be reminded before continuing the business plan. Indeed, Karaoke culture is very widespread in Asia and remains one of the most loved leisure for Asian people. Karaokes started in Japan in the seventies to become today the first source of revenue of the leisure industry: the Karaoke industry profits reached 8 billion euros in 2010 in Japan, far ahead of the cinema industry with “only” 2 billion euros. As a result, singing culture in a Karaoke has become in the past few years an inevitable social experience if someone goes to Japan, and now, in almost all Asian countries.. 政治大 no possibility to rent private Karaoke rooms. They were first places for MTV to watch bands 立 on screens and then, they become KTV with possibility of singing with screens and lyrics. The very first Karaokes in Japan were places where you could sing in front of the public, with. ‧ 國. 學. The Karaokes, where private rooms could be rented, were developed and pulsed by countries. ‧. such as Taiwan. Indeed, in Taiwan, the Karaoke is experienced in a private room that you rent with friends to sing together, and therefore, appears much more intimate. This intimacy trend,. y. Nat. sit. that has gained momentum over the past years, has helped Karaoke to become a strong cultural. al. er. io. and social leisure in Asia. For instance, many business contracts are today signed after Karaoke. v. n. experiences: they are not only a leisure but an experience with important repercussions in the economic and social life.. Ch. engchi. i n U. Therefore, “En-chanté” wants to adapt this Taiwanese-style Karaoke in France, as it does not exist yet in Nantes. The following parts of this business plan will explain how “En-chanté” can and will become a successful business in Nantes.. 8. DOI:10.6814/THE.NCCU.IMBA.007.2018.F08.

(15) 3. Industry analysis 3.1 The industry of Karaoke and bars in France The industry of the Karaoke bars is really different in France from what it is in Taiwan. Indeed in the main French cities, there are very few bars who allow their customers to rent a private room to sing as it is possible in Taiwan. For instance, there are only 2 Karaoke bars in Nantes today, and none of them has this particular feature: those three bars are more on the Japanese style Karaoke and are not welcoming to students and young people. Therefore, the vast majority of so-called “Karaoke bars” in France are just normal bars with. 政治大. one with screen on a wall where Karaoke songs can be displayed. It means that to do a Karaoke. 立. in France, you usually have to sing in front of the whole bar, often full of passers-by or unknown. ‧ 國. 學. people. In addition, sound and video systems in those Karaokes are rarely high-quality devices and the quality of the experience would necessarily be sabotaged.. All this industry of Karaoke bars in France can therefore be a very disappointing for people. ‧. who enjoy singing in private and partying in a warm and welcoming atmosphere.. sit. y. Nat. More generally, the culture of Karaoke in France is increasing years after years, especially. io. n. al. er. thanks to many television shows that encourage people to sing. For instance, there are no less. i n U. v. than 10 TV shows that consist in promoting the singing experience. Among them, “N’oubliez. Ch. engchi. Pas les Paroles” (Don’t forget the lyrics” in English) is the most popular in France, followed by almost 4 millions of viewers each day. Nagui, the television host is even the most appreciated TV host in France (Poll: TV Magasine, Le Figaro Décembre 2017). Finally, bar culture in France is highly developed in French people’s minds. First, the idea of café-terrasse comes easily to travellers’ mind when they think about French bistrots and French bars. It is one of the most striking essential trait of differentiation compared to other countries. Furthermore, the culture of alcohol in bars is widespread in France: first with the appetite for French wine in every part of the country ; and then with a consequent consumption of beer that has increased by more than 4% during the last semester of 2016 (Nielsen, 2017).. 9. DOI:10.6814/THE.NCCU.IMBA.007.2018.F08.

(16) In addition, the Department of Health is taking more and more actions to improve the consumption of alcohol of the students and young people. Binge drinking has really become a major social issue that public authorities want to curb: En-chanté could also act to improve the reputation of the bar industry in France thanks to displaying advertisements or Public announcement on alcohol (INPES, Public Health Report February 2016).. To conclude this overview of the industry of Karaokes and bars in France, it can be easily asserted than there is large room for Karaoke bars, following above the trend of the past few years explained above. Moreover, if Karaoke bars could offer particular features like the. 治政大 revolution in France’s habits of singing. 立 The Karaoke bar “En-Chanté” wants to seize the opportunity to unify those two experiences. possibility to sing in private rooms with friends in a bar environment, it would appear as a real. ‧ 國. 學. and, evidently, will comply with all the current regulations to avoid excess consumption of alcoholic drinks and promote health safety.. ‧. Nat. y. 3.2. PESTEL analysis for “En-chanté” Karaoke bar has. been. carried. out.. al. n. The PESTEL analysis is a strategic tool that helps the. er. analysis. io. PESTEL. sit. To complete the industry analysis in this business plan, one. i n C h and have a global stakeholders to understand the industry engchi U. v. view of what is actually at stake in the surrounding environment.. The PESTEL analysis is a framework that details several components of the external environment. of. “En-chanté”.. PESTEL. is. an. acronym. Political/Economical/Social/Technological/Environmental/Legal. and. that it. stands. consists. for in. a. description of each field to have a complete view of the environment of the industry.. 10. DOI:10.6814/THE.NCCU.IMBA.007.2018.F08.

(17) The Political dimension is strongly at stake when it comes to study the bar industry in France. Indeed, politics has always wanted to raise people’s awareness on the risks of alcohol. For instance, every year, they launch new campaigns of advertisement on the streets or on television in order to sensitise people about alcoholism. Therefore, opening a bar in France will necessarily be scrutinised by authorities: there is no room to overlook in this field. The political factor also takes into account the civic engagement of citizens. They are known to be very active politically in the West cities of France such as Nantes, mainly due to historical reasons. Thus, it will be essential to promote political commitment for noble cause like CSR in our Karaoke bar thanks to posters for example.. 治政大of bar and of even more Karaoke, is Then, it comes with the Economical factor. The industry 立 tiny linked to the economic situation of inhabitants. Indeed, they are a leisure that people can ‧ 國. 學. afford if they have enough economical means. Therefore, the economic situation of the targeted customers of “En-Chanté” will import a lot. It will be detailed in the market analysis in the. ‧. next part. Today, economic situation in France is improving: after years of suffering from the financial crisis and unemployment, growth came back last year with more job creations than. y. Nat. sit. job destruction. Especially in Nantes, companies are coming to launch new businesses, which. al. n. investments are more and more numerous: +3% in 2017.. Ch. engchi. er. io. is a strong asset for the city and young executives. This is promising for the future as. i n U. v. Likewise, the Social factor will be detailed in the market analysis part, but a quick insight into it can be useful to explain its implication on the industry of Karaoke bars. Indeed, Nantes is the 6th city in France in terms of demography, and has many high quality schools, business and engineering schools as well as universities and design schools (Source: Académie de Nantes). This concentration of top schools in several fields brings diversity in this city and participates actively in the social dynamism that takes place in Nantes. Thus, the social environment is really convenient and adapted to the industry of bars and Karaoke, not only because of the young people that are enrolled in those universities but also because many of them will travel to Asia and experiment a new type of Karaoke. In the same way, many students from Asia, that are doing exchange semesters in Nantes, could practice their passion for Karaoke in Nantes thanks to “En-chanté. 11. DOI:10.6814/THE.NCCU.IMBA.007.2018.F08.

(18) The Technological factor is quite important nowadays for any business that wants to target young people. Indeed, social media help any industry to reach customers and attract them. For instance, the bar industry is strongly relying on them to get recognition thanks to events that are organised much more easily than before. The technological aspect of the industry is therefore very useful for the marketing part to be seen by others. Therefore, to deal with this challenge, “En-chanté- will need to be present and active on social media such as Instagram and Facebook. Internet connection and technology are really welldeveloped in Nantes, with easy access to 4G and Wi-Fi for free in the city centre, which is not. 治政大such as Fnac or Darty and updates are affordable in France in many high technological stores 立 are easy to do. Therefore, it seems there is not huge technical hurdle to implement a Karaoke the case in many big cities in France. Moreover, the sound and video systems used in Karaokes. ‧ 國. 學. bar in the city centre of Nantes.. Furthermore, the technological environment could even be used for gathering funds before. ‧. launching a business in France. Indeed, more and more small enterprises are using FinTech (Financial Technologies) such as crowdfunding (Ulule, Le Pot Commun, Kickstarter, Kiss kiss. Nat. sit. y. bank bank…) to raise money. As it is very well-developed in France, maybe such financing. n. al. er. io. could help to open “En-chanté” in exchange of some advantages to donors.. Ch. i n U. v. Then, the Environment factor is quite important in a city like Nantes, as the Public Authorities. engchi. lay stress on CSR in several fields. It means that Politicians are nudging the companies to act in order to preserve the environment through the recycling of waste or using renewable energies. Therefore, the industry of bars and Karaoke will be affected by this mantra of CSR, and “Enchanté” will have to follow the path of CSR to exist and grow: not only in the environmental field but also in the daily life management. For instance, one important component could be ensure parity in the management of the bar, or ensure a decent and responsible management towards employees.. Finally, the Legal framework is one of the most important factor that must be taken into account before opening a Karaoke bar in France. Indeed, as we said before, the Politicians want regularly to reduce the bad consumption of alcohol that could lead to health issues, which affect 12. DOI:10.6814/THE.NCCU.IMBA.007.2018.F08.

(19) the whole society. Consequently, the selling of alcohol is very regulated in France, bars must buy licences to be able to sell alcohol. It is event complicated if you want to sell take-away alcoholic beverages. In that sense, “En-chanté” will only provide alcoholic beverages to be drunk inside the bar or in the terrace and to people above 18 years old. The legal framework is quite strict in France to avoid abuses and binge drinking. Also, to avoid disturbance for neighbours and in order to respect the neighbourhood, the Karaoke rooms will not have opening windows. The legal framework must not be seen as a restriction but more as a way to frame the activities of bars.. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. 13. DOI:10.6814/THE.NCCU.IMBA.007.2018.F08.

(20) 4. Market analysis 4.1. Demographic situation in Nantes Nantes is the 6th city of France in terms of population with a population of 300,000 inhabitants and with a urban area populated by nearly 600,000 (Source: INSEE.fr). Nantes benefits from an ideal location in the West of France, well linked to Paris by TGV (High Speed Train) and close to the Atlantic Ocean which can be reached in only one hour by local train. This location is therefore one of the main reason that explains its attractiveness.. 政治大. The following sections are analysis of Nantes’ population according to sociological and. 立. economical features.. ‧. ‧ 國. 學. 4.1.1. Population by age bracket. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Figure 1: Nantes population classified by age. According to the French National Office of Statistics (INSEE), the population of inhabitants, aged between 15 and 29 years old reached 29,5% in Nantes, in 2014. This figure has increased by 0.6 point since 2009. As the INSEE describes in its report, Nantes is the most attractive city in the administrative area called “Pays de La Loire” and the prospects are positive for Nantes, that should continue to gather more and more inhabitants intra-muros. This graph also highlights that almost 50% of the population in Nantes is aged between 15 and 45 years old. This figure strengthens that Nantes is very attractive for students and young executives. 14. DOI:10.6814/THE.NCCU.IMBA.007.2018.F08.

(21) 4.1.2. Demographic situation according to gender, age, and socio-professional group. 立. 政治大. ‧. ‧ 國. 學 er. io. sit. y. Nat. Table 1: Demographic situation classified by gender, age and SPG. This table is a compelling argument to assert that Nantes is a very dynamic city for young. n. al. i n U. v. people like students and executives. Indeed, the main SPG (Socio-Professional Group). Ch. engchi. represented in Nantes is “Other People without any professional activity” (last line of the table), in which some students are recorded in French statistics. 65% of these people without any professional activity are aged between 15 and 24 years old. Still according to INSEE, 10,000 student seats have been opened in the last decade in Nantes Universities and private graduate Schools, showing the increasing weight of students in the landscape of this city.. 15. DOI:10.6814/THE.NCCU.IMBA.007.2018.F08.

(22) 4.1.3. Financial situation for inhabitants of Nantes Metropole. 立. 政治大. Figure 2: Hourly average net salaries classified by SPG in Nantes. ‧ 國. 學. This graph describes the average revenue per hour for the population in Nantes in 2015 (most. ‧. updated figures). It reached in 2015 15€/h (first purple column), whereas in France it was only. y. Nat. 13,8€/h (INSEE Publication 03/27/2018).. sit. Therefore, in average, the population in Nantes is wealthier compared to the French. n. al. er. io. population. It is a good indicator to know the average standard of living, and how much can. i n U. v. people allocate money to practise some leisure such as Karaokes and bars.. Ch. engchi. Figure 3: Standard of living evolution from 2005 to 2014. 16. DOI:10.6814/THE.NCCU.IMBA.007.2018.F08.

(23) Finally, this last chart depicts the evolution of standard of living in Nantes and in the region. There is a significant and continuing progression which is the sign of an enriching population (+11% in 5 years: blue line), which will necessarily be more confident to experience new type of leisure and activities such as Karaoke bars. After having described the general state of social composition in Nantes thanks to figures about ages, SPGs and revenues, the following part will focus on the segmentation that leads to the definition of the core targets of “En-Chanté”.. 4.2. Market analysis segmentation. 政治大 to segment its market in two main groups, organized mainly by their age and professional 立 occupation.. Following this overview of global demography in the city of Nantes, “En-Chanté” has decided. ‧ 國. 學. The first targeted consumers for the Karaoke bar are evidently the students (French and. ‧. International from 18 to 25 years old) in Nantes, who have generally relatively low income. y. Nat. but who have one of the social life the most developed compared to other ages.. sit. Indeed, the main characteristics of this targeted group are:. -. geographically close to the “En-Chanté” bar (85% of Audencia Business School. n. al. Ch. students are actually living in the city centre) -. engchi. er. attraction for social events in bars and Karaokes. io. -. i n U. v. numerous and diverse target group. The second targeted consumers for “En-Chanté” are the young and dynamic executives, who have usually good first salaries, and they still attach importance to social events and new experiences, or who have already travelled in Asia and gone to Karaokes. This group ranges from 25 to 35 years old. Their main characteristics are: -. well-off people (first salary above 2,500€/month). -. active social life in bars (events, afterworks…). -. willing to discover new experiences 17. DOI:10.6814/THE.NCCU.IMBA.007.2018.F08.

(24) 4.3. Target market strategy “En-chanté” has decided to focus on two main groups of the population in Nantes. Together, students and young executives represent almost 40% of the total population: they therefore represent an adequate basis to launch the business. First of all, it was important to get the widest range of people for “En-chanté” as it is a completely new concept arriving in Nantes and more globally in France. Indeed, as this experience of private rooms to sing is not well spread in France, the targeted consumers must be wide enough to launch the business, to make it growing until reaching the tipping point and. 政治大 Consequently, the market analysis made in the previous parts and the context of the French 立 culture and the industry of bars have helped to target some people inside the population of then, to become profitable.. -. French and International Students (18-25 years old). -. Young and dynamic executives (25-35 years old). Nat. y. ‧. ‧ 國. 學. Nantes:. sit. Secondly, those two categories of people were also chosen because they are diverse and they. er. io. do not have the same habits of consumption. While students usually go out during the week in. al. v i n once a week for “afterwork drinks”. on low prices when executives have C hStudents would focus U i e h n c are a mean to spread the demand during gtargets a more extended budget. These two different n. Nantes (Wednesday, Thursday and Friday), young executives usually go out in the weekend or. the week. Those two targets will need “En-Chanté” for several reasons that could be identic, and that is why it is relevant to target them together. Indeed, both students and executives will need “En-chanté” because they want to discover a new concept of singing in a closed area with their friends. A bar often becomes renamed through word of mouth. Therefore, those who are opened to discover an innovative concept should have been targeted before on the streets, on the social media etc.. 18. DOI:10.6814/THE.NCCU.IMBA.007.2018.F08.

(25) Secondly, some of them will need us to remind them a trip in Asia (business trip or international exchange) or their home country they miss so much. Students from Audencia and who went to an exchange in Asia are really willing to try this kind of Karaoke in Europe, according to the researches led (almost 100%). That means they discover something typical when they were abroad and they want to transpose it in their daily life in Europe. They will consist in our strongest basis of consumer, at least at the beginning. Furthermore, both targets will need us because of their taste of singing: as stated before, singing in France is becoming more and more popular thanks to television show that are displayed every day. Many variety songs are easy to remember and people will dare to sing if they are with their friends in a closed room.. 立. 政治大. Finally, both of those two categories are sensitive to CSR issues in their daily life. Indeed,. ‧ 國. 學. Corporate Social Responsibility (CSR) is now common in teachings at universities and companies. There is no doubt that almost all of them have already faced CSR issues. Therefore,. ‧. they can identify themselves to “En-chanté” if it is clearly CSR-oriented.. er. io. sit. y. Nat. 4.4. Competitors. al. v i n C h because it is U competitor in Nantes for “En-chanté”, e n g c h i not yet mainly popular to go inside a n. As the industry analysis pointed out above in this business plan, there are not any direct Karaoke to sing with friends. Because it doesn’t exist as we want to create it .. Therefore, the main competitors will be the existing students bars in the city centre of Nantes:. Table 2: Main "En-chanté" competitors in Nantes. 19. DOI:10.6814/THE.NCCU.IMBA.007.2018.F08.

(26) Above is the list of the main bars where students usually gather after class during the week or for parties during the weekend.. First, as we mentioned before in the industry analysis, Taiwanese style Karaokes with private rooms are not available in France, and especially in Nantes. Therefore, the three highlighted “Karaoke bars” are only bars when you can sing in a huge screen in the middle of the bar, in front of unknown people. The competition with those three bars would not be strong as “Enchanté” differentiates itself thanks to the advantage of renting private room to sing.. 治政大Indeed, they go to those bars thanks students have already habits of consumption in those bars. 立 to student associations’ events or spontaneously to grab some beers and spend time with friends. Paradoxically, the competition with the other “traditional” bars could be stronger as many. ‧ 國. 學. Therefore, the analysis of the competition highlights one major trait that will be necessary to develop in the marketing plan: how to develop relationship with student and with student. ‧. association to make them come into our bar? If “En-chanté” could solve this issue, the “traditional bars” competition would become less worrying as “En-chanté” is not on the same. al. er. io. sit. y. Nat. market.. n. For young and dynamic executives, they have not the same habits of consumption as students. Ch. i n U. v. but they still go to bars to get distressed and spend time with friends and colleagues. Therefore,. engchi. the main competitors are the traditional bars and cafes. Nonetheless, “En-chanté” is not really operating on the same market as it is a Karaoke bar. Thus, the key to success would be to attract executives through private corporate events that could be hold in “En-chanté” Karaoke so that they will start coming in our place.. 20. DOI:10.6814/THE.NCCU.IMBA.007.2018.F08.

(27) 4.5. SWOT analysis In order to conclude the market analysis, a SWOT analysis has been conducted to synthetize all the information available in the text above.. 立. 政治大. ‧. ‧ 國. 學 y. Nat. n. er. io. al. sit. Figure 4: SWOT analysis. Ch. engchi. i n U. v. 21. DOI:10.6814/THE.NCCU.IMBA.007.2018.F08.

(28) 5. Strategy “En-chanté” has built its strategy on its capacity to spearhead when it comes to Karaoke bar in Nantes. Indeed, it offers a very innovative concept “En-chanté” that will benefit from the ongoing trend of Karaokes in France.. The company will lay stress on high quality service, first to attract customer and then to develop loyalty. “En-chanté” will offer a well-designed experience with state-of-the-art technology to customers: the possibility to rent a private room to sing, with more than a 20,000 songs available,. 政治大. in French, English and Chinese, as well as an international buffet and drinks.. 立. ‧ 國. 學. 5.1. Sales strategy. “En-chanté” wants to adopt a particular innovative sales strategy in Nantes. Indeed, the strategy. ‧. wants to underline the enjoying unique experience and social time that customers will encounter. io. sit. y. Nat. when they enter the Karaoke bar.. n. al. er. The first major point will be the possibility to rent private rooms with friends to sing. There. i n U. v. will be an increasing effort to maintain the top-quality of our service especially through. Ch. engchi. feedbacks from our customers. We also aim to develop a customer loyalty program, to encourage clients to speak about the concept and invite others to sing. Then, the second part of our sales strategy will be to provide snacking food and drinks, nonalcoholic and alcoholic beverages, to our customers. The sale of food and drinks will help the customer to live an authentic social experience inside our Karaoke bar, and will participate into the success of the adventure “En-chanté”.. The sales strategy will target obviously students who miss their Asian experience of Karaokes, such as students from Taiwan, Vietnam, Thailand and China, but also students who want to remember their exchange semester in those countries. In the same way, the strategy will focus on students who have heard about their friends’ experience in such countries would also want 22. DOI:10.6814/THE.NCCU.IMBA.007.2018.F08.

(29) to try this particular journey to the world of songs, and evidently, those who want to discover a revolutionary type of leisure.. Catering young executives from start-ups and big companies will also be a part of our sales strategy. Indeed, some events could be organized for them such as after-work drinks during the week, farewell drinks, and some teambuilding parties. They will consist in a great part of our sales.. 5.2. Sales forecast. 政治大 will be achievable. Sales will begin slowly as the concept is very pioneering in the industry of 立 Karaoke bars. Then, thanks to word-of-mouth communication and aggressive marketing Then, let us have a look at the sales forecast. They are reasonable conservative so that goals. ‧ 國. 學. strategy, an interesting and promising growth will be observed during the first months.. ‧. Nb of bookings (2h of duration) for the first year. sit. io. 250. n. al. er. 300. y. Nat. 350. 200 150. Ch. 100. engchi. i n U. v. 50. ly Au gu st Se pt em be r Oc to be r No ve m be r De ce m be r. Ju. ne Ju. ay M. Ap ril. Ja nu. ar y Fe br ua ry M ar ch. 0. Figure 5: Estimated hours of rental per month (1st year). During the first month of opening, we are expecting around 15 bookings. There will mainly consist in bookings from friends and family. Indeed, as the two founders have studied in Nantes, they still have friends in the city and also some family around. After aggressive marketing on social media and with partnerships with student associations, we aim to attract more and more 23. DOI:10.6814/THE.NCCU.IMBA.007.2018.F08.

(30) customers quite quickly as the revolutionary concept will intrigue the city-dwellers. We therefore expect increasing attractivity to reach around 200 bookings in the month of June. Thanks to word-to-mouth communication, “En-chanté” would have become popular and wellknown among young adults. Furthermore, the end of the year symbolises for some students the end of their student life, and partying with close friends in a Karaoke could be a great way to celebrate it. Also, before summer holidays, students enjoy gathering with their close friends to have a farewell party. “En-chanté” Karaoke bar will be there also for them.. Nevertheless, during the summer, there will evidently be a slowdown in the frequentation of. 治政 everyone takes holidays during those two month. The大 remaining customers will be young 立 executives who have to work during the summer, and some young families native of Nantes, the Karaoke bar. Indeed, it is similar to a dead time for business and bars in France, as almost. ‧ 國. 學. who would enjoy partying with children or friends.. ‧. Thankfully, the month of September, when students go back to universities and companies are re-opening after the summer, will be very beneficial for “En-chanté”. We therefore have. y. Nat. sit. expected around 160 bookings during this month. Here again, students will go to Karaoke to. er. io. celebrate the beginning of a new year, companies will go there to do some teambuilding activities and student associations will go to “En-chanté” to introduce their association to new. n. al. Ch. i n U. v. students. French student associations, even if they have social purposes, will necessarily go. engchi. partying to attract new students in their ranks.. In the same way, in November in schools like Audencia and Centrale Nantes, it is the special month every year for the election of Student Council, the Art association and the Sport association. During this month, classes are lightened to allow students to take part of this amazing month. During the campaigns, school events are organised every day by all the running parties. The particularity of the parties is that they make performance for free for the whole university: sport events, parties, food, drinks etc. “En-chanté” will, therefore, develop partnerships with 2 or 3 parties that will pay the bar to offer unique experience to other students. 24. DOI:10.6814/THE.NCCU.IMBA.007.2018.F08.

(31) In other words, the months between September and November of the first year will be determinant for the activity as they allow “En-chanté” to develop strong partnerships with students. It will allow the Karaoke bar to rake around 300 bookings in the month of December. The student customers will also share the place with more and more young executives who want to have special leisure in weekends and during the week for “afterwork” parties. It is very common in France to do some activities in the evening in a bar with colleagues: pool, darts etc… “En-chanté” will also be there for them to offer a new social experience.. 政治大. Let’s now have a look on the customers’ occupation and how they will share the place over the years.. Expectations of customers' occupation. 學. ‧ 國. 立 100%. ‧. 80% 60%. y. Nat. sit. 40%. io. al. n. 0%. er. 20%. Year 1. Ch. Year 2. e Students ngchi. iv n Executives U Year 3. Year 4. Figure 6: Expected customers' occupation. This chart highlights the occupations expected of the customers, expressed as a percentage. To explain this evolution of profiles, we aim that more and more young and dynamic executives will enter “En-chanté” bar and will live a unique experience inside our walls. This will be possible thanks to marketing actions designed to attract young entrepreneurs and young executives. Nantes is very dynamic in the number of company creation: around 2,000 new companies in 2016. Therefore, all those start-ups could be targeted to develop tiny links for corporate events. Nonetheless, the proportion of students among the customers will necessarily remain predominant, as they spend more time in bars and in Karaoke than their elders. In other 25. DOI:10.6814/THE.NCCU.IMBA.007.2018.F08.

(32) words, the proportion of executives among the total of customers will not overcome 40% as they are, in principle, less attracted by Karaoke bars. In addition, they will not come necessarily together in the bar: young executives prefer to party on Monday, Tuesday and Thursday in Nantes, for afterwork drinks whereas students usually go out on Wednesday in Nantes and weekends.. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. 26. DOI:10.6814/THE.NCCU.IMBA.007.2018.F08.

(33) 6. Marketing plan 6.1. Products and services policy Those sales forecasts come from the products and services that “En-chanté” will provide to customers. In this part, a description in detail of what is sold in this Karaoke bar is presented. “En-chanté” will offer high-quality services as well as quality goods: food and drinks will come from reliable and responsible producers that we can rely on. The Corporate Social Responsibility (CSR) will be well developed in the company, so we will favour local producers if possible.. 政治大. The prices have been set up so that the business can become profitable after one year of exercise. 立. and with the perspective of remaining an attractive place to go.. ‧ 國. 學. The economic activity will be divided into two parts: on the first hand, the rental of private Karaoke rooms and on the other hand, the selling of food and beverages.. ‧. 6.1.1. Rental activity pricing. sit. y. Nat. In the “En-chanté” Karaoke bar, there will be 6 rooms available to be rented. 4 rooms can. io. al. n. plan.. er. welcome 8-10 people and 2 will be smaller, for 6-8 people. Here is a drawing of the Karaoke. i n U. v. In the “En-chanté” Karaoke bar, there will be 6 rooms available to be rented. 4 rooms can. Ch. engchi. welcome 8-10 people and 2 will be smaller, for 6-8 people. Here is a drawing of the Karaoke plan. Plan of the ground floor:. 27. DOI:10.6814/THE.NCCU.IMBA.007.2018.F08.

(34) Plan of the 1st floor:. Plan of the 2nd floor:. Screen. 政治大. Stairs. KARAOKE ROOM N°4. 立. BATHROOMS. TABLE. Screen. ‧ 國. 學. Screen. KARAOKE ROOM N°5. ‧. TABLE. KARAOKE ROOM N°6. Nat. sit. y. TABLE. al. er. io. The room N°1, 2, 4 and 5 can contain up to 10 people inside whereas the room N°3 and 6 can. n. welcome at its maximum 8 people inside. Therefore, the price of the rental activity will depends on the room chosen.. Ch. engchi. i n U. v. For 10-people rooms, the rental price will be 150€ for 2 hours (minimum), including an access to the buffet. This all-included pricing strategy will help the bar to attract more customers by proposing them an all-included package: song & food. For 8-people rooms, the rental price will be 120€ for 2hours (minimum), including an access to buffet for the same reason. The pricing of the rental hours has been set after the whole process of market analysis, and customer analysis. It is a choice to provide an affordable alternative leisure to students and young executives. The Karaoke rooms will be opened Tuesday and Wednesday from 4pm to 12pm ; and from Thursday to Saturday from 2pm to 2am. Therefore, each week, the Karaoke rooms will be 28. DOI:10.6814/THE.NCCU.IMBA.007.2018.F08.

(35) opened during 52 hours. If the business goes well, we have the opportunity to extend the hours of opening during the week and the weekend. Combined with the selling of beverages and food, such prices for Karaoke could bring profitability within one year. Furthermore, the ground floor would be open for individuals to sing in front of the public: it will be a mean to attract people who wants to sing alone and therefore, it broadens the targets of our karaoke bar.. 6.1.2. Food and beverages pricing. 政治大 The first additional service that we provide will be the beverages, as “En-chanté” is a Karaoke 立 Beverage pricing. bar. Therefore, we will have a large selection of beers, wines, and spirits in our cave. As we can. ‧ 國. 學. serve draft beers like every bars in Nantes, the catching price will be 3€ for a pint of classic lager beer such as Kronenbourg. The price for a bar that buy large quantities can be lower than. ‧. 2€/L: thus, even with such an attractive price, we will still make money. Setting the common. y. Nat. average price of beer in Nantes is also a mean to attract customers for their first time inside. sit. “En-chanté”. Indeed, if for their the first time, they just want to grab a beer, they will be. er. io. intrigued by the new concept of private Karaoke rooms and will come back to live his unique. al. n. v i n “En-chanté” will also have otherC draft around 6/7€ a pint with for example La Cuvée des h ebeers ngchi U experience.. Trolls and 1664 (both white and lager). These are the current common prices in the student bars in Nantes. Those prices have been chosen for the same reason of attractivity and profit. In the same way, we will provide some local beer and local cider, from Bretagne (administrative region near Nantes) at 5€ one bottle of 1 litre, not to make too much profit on local producers, as we are a CSR-oriented business. Evidently, we will also sell French wine, around 15-20€ the bottle, as we can buy with discount wine directly to the French producer. The average producer price for a restaurant wine is around 8-9€, especially if “En-chanté” chooses its suppliers among Agricultural Cooperatives that make their wine.. 29. DOI:10.6814/THE.NCCU.IMBA.007.2018.F08.

(36) Finally, we will sell sodas and juices for 3-4€ and water 2€, so that not only alcoholic beverages will be available. For the juice, we want to choose a local supplier Terre de Retz which proposes organic juices that costs around 2€/L for business professionals.. Food pricing For the food menu, there will be a buffet (1 plate) every day for Karaoke singers if they pay an additional fee that grants access. It will be 7€ for each customer. Usually, they would be able to fill their plates with some portions of international food: fried rice, French fries, salad, tomatoes, charcuterie, taboulé, snacks… If an occasional customer wants also to eat in our place,. 政治大 The justification of the food pricing is quite simple. Indeed, the food will not asked many 立 cooking in advance, so we can manage the food “just in time”: each day, some food will be it will be possible after the purchasing of tickets around 10€.. ‧ 國. 學. prepared by Alexis de Cagny, depending on the bookings. The prices are set to ensure both profitability and attractivity.. ‧. -. Fried rice. Only one hot plate is need to cook the fried rice and the preparation is quite easy and does not. y. Nat. sit. cost a lot. Indeed, 1kilogram of rice is around 1€ in France, we will add 1 or 2 eggs that will be. al. er. io. bought to local supplier for less than 2€ the dozen. Therefore, if we make 200g of fried rice at. n. the beginning, it will cost, with the condiment, around 0,45€. -. Salad, taboulé, tomatoes. Ch. engchi. i n U. v. This kind of food does not need many preparation neither. Indeed, it consists in raw cooking, and just 1à minutes are required to cook them. The average cost of this food is around 0,60€ if our suppliers are local producers. -. Snacks. The snacks will be bought at Metro, a FMCG supplier only for professionals. Therefore, if we buy in large quantity, “En-chanté” will benefit from interesting discounts with cost/kg under 3€ for salted peanuts and other snacks. -. Dry sausages & planchas. 30. DOI:10.6814/THE.NCCU.IMBA.007.2018.F08.

(37) Both are very common food in French bars, and the average price for customer is around 8€ for dry sausages and 15€ for planchas. This can be explained by the price of charcuterie meat and also because French people are willing to pay more this kind of typical French food.. To conclude this part on the pricing policy, we can notice that all the pricing has been conducted after a quick study of current local prices of food and beverages in Nantes. This is a mean to first, stay realistic in the pricing of goods and services to be sure the business will be profitable and also to bring prices in line with competitors to remain attractive. In the same way, our targets will have different expectations on prices as they may be students. 治政 Consequently, the most expensive beers and wines are大 expected to be bought by executives 立 whereas common beers or wines will be mainly bought by students. or young professionals. Hence, it is relevant to provide different product ranges of beverages.. ‧ 國. 學. In addition, sale below cost is forbidden in France, therefore, even if we want to attract new goods. This also explain the pricing positioning of “En-chanté”.. Nat. sit. y. ‧. clients in our Karaoke bar, we cannot set prices below the cost of raw materials or transformed. al. er. io. Finally, as the concept of an Asian style Karaoke bar in Nantes is revolutionary, there is no. n. doubt that the main challenges at the beginning of the venture, will be to develop the visibility. Ch. i n U. v. and brand name of the bar in Nantes, as well as create a new habit for city-dwellers. This. engchi. highlights how important is the communication plan before opening the bar. Both beverage and food pricing strategies will be applicable to Karaoke customers (1st and 2nd floors) as well as bar customers (ground floor), who will enjoy a welcoming bar with many products with some extra events with live bands during some weekends.. 6.2. Communication policy As we said before, the targeted population is composed of two groups: -. French and international students (18-25years old). -. Young and dynamic executives (25-35 years old) 31. DOI:10.6814/THE.NCCU.IMBA.007.2018.F08.

(38) Therefore, the communication policy must be well shaped to those two groups in order to be the most efficient. There will be a lot of emphasis on communication actions to attract the first customers, enter the market and then and become “the place to be” in Nantes for song lovers.. 6.2.1. Social media As the targeted customers are young, the communication on social media will be determinant for the success of “En-chanté”. This chart is a striking example of how much social media are widespread among French population.. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Figure 7: Penetration rate of social media in French society by age Source: www.statistica.fr. Indeed, the penetration rate of social media among our targeted customers is nearly 90%. That means that 90% of the population aged between 18 and 35 years old is using frequently social media. This astonishing figure highlights how important it is to be present on social media such as Facebook, and Instagram: the two of the three mainly used social networks in France (Source: Digital Agency tiz.fr).. 32. DOI:10.6814/THE.NCCU.IMBA.007.2018.F08.

(39) Our strategy on Facebook, will be to have a fan page to communicate accurately and thoroughly and promote our Karaoke bar. To do so, Alexis de Cagny the owner of the bar has the experience of creating Facebook pages from previous projects in his business school. Facebook Pages are also a mean to contact a business nowadays, especially with the development of chatbots. The most important thing is to share the Facebook page in accurate private groups, because people will get a notification and will look at the Karaoke bar page, and also share publicly from Alexis’ Facebook profile. Facebook can be a strong asset if “En-chanté” uses it well. For instance, as an Alumni from Audencia Business School, Alexis de Cagny is a member of many professional Facebook. 治政 Audencia Business School, Admis Audencia 2018…).大 Therefore, sharing the page of “En立 chanté” bar is those groups could help to aim directly the two core targets: students and young groups in Nantes and groups with current and former students of Audencia (Audencia Careers,. ‧ 國. 學. professionals living in Nantes. The network of Audencia Alumni in Nantes is very welldeveloped with recurrent formal and informal meetings between students and young. ‧. professionals. This will be a strong asset for “En-chanté” to rely on.. y. Nat. sit. On Instagram, the account will share photos of the bar, the food and some extract of some. al. er. io. singers if they agree to be broadcasted on social media. Instagram is the currently more dynamic. n. social network. The Instagram account will be, evidently, public, as it will appear in Nantes. Ch. i n U. v. stories, and in the popular account around me. Instagram is more and more popular among. engchi. young people (97% of French users are aged from 18 to 25 years old) and they have the advantage to have grown with this social media, thus they will automatically check the Instagram account. One interesting feature of Instagram is also the use of hashtags that bring together photos and videos which makes it possible for users to easily find and see them on the social media. “En-chanté” focuses only on those two social media, Facebook and Instagram, because they are the most relevant online means to reach the targeted potential customers. To be as widest as possible, all posts on social media will be translated in English: we want to adopt an inclusive approach of the market as the concept is very innovative and as international student will be a huge part of our customers. 33. DOI:10.6814/THE.NCCU.IMBA.007.2018.F08.

(40) Being proactive on social media is also a mean to get reviews from customers and therefore, to improve the quality of customer service, and ensure a top-rated service.. 6.2.2. Website The second communication channel will be the website of “En-chanté”. The website will be based on the philosophy of being user-friendly and enticing, using high-design pictures and colours. Evidently, photos of the bar and extracts of the song repertoire will be available online. Furthermore, the website will contain all the practical information such as the location, the prices, the opening hours, a presentation of the owner and the bartender etc. The customers will. 政治大 that legitimate the Karaoke bar. Also, customers will be able to book directly online Karaoke 立 rooms and look the availability of each room. It will be a strong mean for us to make the experience of “En-chanté” more comfortable for customers.. 學. ‧ 國. also be able to read the history of creation, the philosophy of the bar and other key information. The website will also be linked to social media, showing URL, to encourage people to follow. ‧. us on all our channels.. y. Nat. sit. To encourage the venue of international students, the website will be translated in English and. er. io. some discographies and biographies of essential French and international artists. It will be an. al. v i n promote culture. The manager, Alexis the necessary knowledge to translate C h de Cagny, will have U i e h n g c to the help of some relatives who are website information in English, and run the website, thanks n. interesting mean to promote famous French and international singers and more widely, to. designers.. 34. DOI:10.6814/THE.NCCU.IMBA.007.2018.F08.

(41) 6.2.3. Flyers Another channel of communication will be some flyers available in our Karaoke bars as well as distributed in the streets: faculties, school entrance, hotels, start-up events, open-working areas… Flyers will also be available in our local suppliers shops or factories. Likewise, as “Enchanté” wants to promote CSR in the city of Nantes, flyers will be displayed in public administration to explain our social project. The flyers will contain our Facebook Page, URL website and Instagram account as well as the logo of “En-chanté”, to have the broadest coverage possible. The estimated dimensions of flyers is: A6 (841mm x 1189mm).. 立. 6.2.4. Radio and newspapers. 政治大. In Nantes, daily local newspaper such as Direct Matin Nantes and 20 Minutes Nantes are. ‧ 國. 學. available at every tramway stops all over town, and almost every student or executive read them at least once a week, when they take public transportation. Therefore, they represent an. ‧. consequent channel of communication for small businesses and using them in an efficient way. y. Nat. could be beneficial to “En-chanté”, presenting it as a innovative experience of leisure.. al. er. io. some punctual ads could help to be renamed in Nantes.. sit. Therefore, an announcement of the opening of the bar could be placed in those newspapers and. n. v i n CashFrance Bleu LoireUOcéan, AlterNantes, or Sun FM could In the same way, local radios such engchi. casually broadcast small ads, in exchange of small discount in our Karaoke bar for instance. They might even interview some customers who would have already experienced singing in private rooms inside “En-chanté”.. 6.3. Partnerships The second significant side of our marketing plan will be to develop partnerships to be as close as possible to our targeted customers. Indeed, it would help to get recognition among the population and also to secure customer loyalty.. 35. DOI:10.6814/THE.NCCU.IMBA.007.2018.F08.

(42) 6.3.1. Student partnerships The first type of partnerships will be with student associations. Indeed, faculties, business schools and engineering schools in France are composed by many students associations. For instance, Audencia Business Schools accumulates 24 student associations which cover social, sportive, humanitarian and cultural fields (Source: www.audencia.com). Another important school in Nantes, Ecole Centrale de Nantes, totalises more than 80 student associations. There is no doubt that they can be a useful asset for “En-chanté” if partnerships could be developed between them. Evidently, partnerships with associations must be thoroughly chosen to bring benefits to both. 政治大. students and the bar.. 立. After saying this, “En-chanté” wants to focus to some top associations of those two relevant. ‧ 國. 學. schools: Audencia Business School and Ecole Centrale de Nantes, as they are the top-quality and international schools in Nantes.. ‧. For instance, “En-chanté” could target Shamrock Association which is a cultural association in Audencia. Shamrock is in charge of musical life in Audencia, they have an orchestra and they. y. Nat. sit. organise a festival each year in Nantes to promote local artists. For them, having the opportunity. al. er. io. to have a place where they can produce themselves, in the ground floor of “En-chanté” bar,. n. could be a great advantage instead of renting stages in other bars. As it is a popular association. Ch. i n U. v. in Audencia, it will be necessarily beneficial for the Karaoke bar as students will come to. engchi. support them playing music and would probably like to experience the Asian style Karaoke in Nantes after. We can easily imagine that students and people who would like to support musicians would have to pay a small fee that would be distributed between the association and the bar.. Another relevant association would be the International Student Association as they are in charge of the welcoming of International Students. They organise numerous events during the year to promote exchange between local and international students. There is no doubt that they could use our Karaoke bar to organise such private events.. 36. DOI:10.6814/THE.NCCU.IMBA.007.2018.F08.