This proposal is the investigation of how to establish a dessert station successfully. Nowadays, the market become more and more competitive, from literature review, we find that to establish a successful dessert shop is not as easy as it used to be. Lowe profits and strong competitions make many shops bankrupted at the end. Some foreign brands are much stronger for having lots of loyalty customers. They are the reasons why entry and build a new successful dessert shop is very difficult in Shanghai.

During the project, we insist on the SMART principle, which are Specific, Measurable, Achievable, Realistic and Time. Challenging is another principle in our project. On the other hand, there are many benefits can be got from this investigation. Having a clearly outlined research not only benefits ourselves, but also the business we have decided to do. In addition, another major part in...