| dc.description.abstract | This study aims to create a business plan for Yum! Shop which provides a service of self- baking in HCMC. By combining means-end theory, laddering technique and blueprint,
the author is able to make the operation process of her startup plan more logical and feasible.
This research argues that nowadays many service businesses fail to gain market share because they do not connect customers’ value with that of the business. Means-end theory is thereby utilized to discover necessary attributes that Yum! Shop needs to possess or improve. These attributes help satisfy customers’ expected values and reduce risks of Yum!’s service whose biggest concentration is the values of potential customers.
Laddering technique is the supportive tool of Means-end Theory, as an interviewing instrument. This assists customers in telling what would be important to them if they enjoyed Yum’s service in the form of: Attributes- Consequences- Values.
Business plan of Yum! Shop in this research is comprised of 4 main parts: situation analysis, business description, operation process and marketing plan. Among them, operation process is mostly important since customers and service provider can interact with each other directly at this stage. Finding results from methodology are subsequently used for designing Blueprint as a useful instrument explaining and improving these interactions. In order words, Blueprint is a tool to represent the operation plan of the shop under the form of a logical model. Moreover, Blueprint identifies failure points, bottle neck and co-creation of the services, so that business owner could propose some ways to solve such obstacles. Finally, a marketing plan is conducted. This plan emphasizes on the most important service’s attributes extracted from Means-end chain so as to ensure
customers receive their desired benefit when utilizing services of Yum! Shop. | en_US |
