21209-1E1 “A Healthy Fast Food Shop” By JACG. 2 Contents VINCE? Business Overview Organization...
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Transcript of 21209-1E1 “A Healthy Fast Food Shop” By JACG. 2 Contents VINCE? Business Overview Organization...
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21209-1E 1
“A Healthy Fast Food Shop”
By JACG
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Contents
VINCE? Business Overview Organization Structure Products & Services Product Differentiation The Overall Market Change in the Market
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Contents (cont.)
Industry Overview Nature of Competition Changes in Industry Primary Competitor Key Competitive Capabilities Key Competitive Weaknesses
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Contents (cont.)
Opportunity Threats Advertising Promotion Consumer Promotion Trade Promotion Business Promotion
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Contents (cont.)
Short Term Strategy Mid Term Strategy Long Term Strategy Sharing Section Q&A Section
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VINCE?
V = Variety I = Innovation N = Nutrition C = Credit E = Environmentally Friendly
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Business Overview
Fast Food Shop Mainly Provide Health Meal Mission: Gift of Health Location: Kwai Fong Metroplaza
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Organization Structure
P urchasesD epartmentG ary W ong
SalesD epartmentC onnie Tang
P roductionD epartment
Jack To
H uman R esourcesD epartmentA lex W ong
R esearch andD evelopment
Jack To
Financia lD epartment
M riabell C heung
C hief E xecutive O fficerTony C han
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Products & Services
Healthy Meal and Drinks– “Three Low, One High”– Fruit Juice
Tailor-made Menu– Professional Nutritionist Advise
Lecture & Workshop– E.g. Cookery Lesson
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Products & Services (cont.)
Free Delivery– School Lunch & Nearby
Party– E.g. Birthday Party
Ordering Service– Large Package of Food
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Product Differentiation
Health Meals & Drinks – provide a health & fresh meals ~‘Three
Low, One High” Nutritionist to design meals Trains employees to treat the customers
politely
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The Overall Market
Our fast food shop will establish in Kwai Chung – core group of customers :students, worker
s, household
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Change in the Market
From blue-collar workers to the white-collar class
build housing, increase potential customer.
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Industry Overview
About 130 restaurants in Kwai Chung 8 different types restaurants in the
– Kwai Fong Metroplaza
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Nature of Competition
Monopolistic Competition– Many Competitors (27 Restaurants within
this plaza) Free to Entry Differentiated Products
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Changes in Industry
Change in Price– High Price ~> Low Price
Change in Style– Chinese Restaurant ~> Fast Food Shop
Change in Eating Style Application of High Technology
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Primary Competitor - Lunch
5 Fast Food Shops Rhine Restaurant Saint’s Ape Restaurants Hui Lau Shan
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Primary Competitor - Dinner
4 Fast Food Shops Rhine Restaurant (維苑餐廳 ) Porto Restaurant (波濤餐廳 )
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Key Competitive Capabilities
Quality food– Serve freshly, high quality, popular cuisine
Quality service – Friendly service ; training and supervision
employees Professional service
– Expert of nutrition create a health menu
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Key Competitive Capabilities (cont.) Provide fresh food Short traveling time
– Time arrangement to transport the lunch-boxes to the school
Protect the environment – Use residue of sugarcane instead of
plastics
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Key Competitive Weaknesses
Net profit may be decreased – Using fresh food, increases our production
cost. Culture of “VINCE” is not strong
– Awareness of the healthy eating habits. Expenses of Nutritionist is high
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Opportunity
First in Kwai Chung market Demanding products and services School nearby is our potential customer
s
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Threats
The price of products and services cannot be too high.
Even our stuff are lack of organization culture to perform word to mouth.
Potential competitor will enter the market to reduce our share.
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Advertising
Short Term – Leaflet – Fax
Middle Term– Magazines
Long Term– TV Commercials
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Promotion
Consumer promotion, Trade promotion and Business promotion.
Aim: Increase sales – To inform consumers about our services – To persuade consumers ~ offers the best
quality healthy food
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Consumer Promotion
Coupons – Give leaflets , provide electronic point-of-
sale coupon Premiums
– Notebooks, free pens, stationary with the logo for the frequent-buyer
Loyalty Marketing Programs – Loyal consumers are rewarded.
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Trade Promotion
Discount – A discount for frequent-buyer
Free Merchandise – With the logo to the middlemen ~school to
buy certain quantity
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Business Promotion
Trade Shows – Attend a Food Festival , show product – Introduce our services & image – provide
health food, meet new customers.
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Short Term Strategy
20% Market Share in Kwai Fong Our Restaurants more popular in Kwai
Chung
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Mid Term Strategy
Further Expansion in Other Districts– E.g. Mong Kok, Yuen Long, Sha Tin and C
entral…… Establish a Fast Food Factory Provide Delivery Service in other Distric
ts
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Long Term Strategy
Franchise Stores Expand the Size of Food Factory Provide Lunch Box delivery service
everywhere
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Sharing Section
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Q&A Section
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The End