1 / 34

“A Healthy Fast Food Shop”

“A Healthy Fast Food Shop”. VINCE. By JACG. Contents. VINCE? Business Overview Organization Structure Products & Services Product Differentiation The Overall Market Change in the Market . Contents (cont.). Industry Overview Nature of Competition Changes in Industry

belita
Télécharger la présentation

“A Healthy Fast Food Shop”

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. “A Healthy Fast Food Shop” VINCE By JACG 21209-1E

  2. Contents • VINCE? • Business Overview • Organization Structure • Products & Services • Product Differentiation • The Overall Market • Change in the Market

  3. Contents (cont.) • Industry Overview • Nature of Competition • Changes in Industry • Primary Competitor • Key Competitive Capabilities • Key Competitive Weaknesses

  4. Contents (cont.) • Opportunity • Threats • Advertising • Promotion • Consumer Promotion • Trade Promotion • Business Promotion

  5. Contents (cont.) • Short Term Strategy • Mid Term Strategy • Long Term Strategy • Sharing Section • Q&A Section

  6. VINCE? • V = Variety • I = Innovation • N = Nutrition • C = Credit • E = Environmentally Friendly

  7. Business Overview • Fast Food Shop • Mainly Provide Health Meal • Mission: Gift of Health • Location: Kwai Fong Metroplaza

  8. Organization Structure

  9. Products & Services • Healthy Meal and Drinks • “Three Low, One High” • Fruit Juice • Tailor-made Menu • Professional Nutritionist Advise • Lecture & Workshop • E.g. Cookery Lesson

  10. Products & Services (cont.) • Free Delivery • School Lunch & Nearby • Party • E.g. Birthday Party • Ordering Service • Large Package of Food

  11. 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

  12. The Overall Market • Our fast food shop will establish in Kwai Chung • core group of customers :students, workers, household

  13. Change in the Market • From blue-collar workers to the white-collar class • build housing, increase potential customer.

  14. Industry Overview • About 130 restaurants in Kwai Chung • 8 different types restaurants in the • Kwai Fong Metroplaza

  15. Nature of Competition • Monopolistic Competition • Many Competitors (27 Restaurants within this plaza) • Free to Entry • Differentiated Products

  16. 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

  17. Primary Competitor - Lunch • 5 Fast Food Shops • Rhine Restaurant • Saint’s Ape Restaurants • Hui Lau Shan

  18. Primary Competitor - Dinner • 4 Fast Food Shops • Rhine Restaurant (維苑餐廳) • Porto Restaurant (波濤餐廳)

  19. 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

  20. 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

  21. 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

  22. Opportunity • First in Kwai Chung market • Demanding products and services • School nearby is our potential customers

  23. 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.

  24. Advertising • Short Term • Leaflet • Fax • Middle Term • Magazines • Long Term • TV Commercials

  25. 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

  26. 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.

  27. Trade Promotion • Discount • A discount for frequent-buyer • Free Merchandise • With the logo to the middlemen ~school to buy certain quantity

  28. Business Promotion • Trade Shows • Attend a Food Festival , show product • Introduce our services & image – provide health food, meet new customers.

  29. Short Term Strategy • 20% Market Share in Kwai Fong • Our Restaurants more popular in Kwai Chung

  30. Mid Term Strategy • Further Expansion in Other Districts • E.g. Mong Kok, Yuen Long, Sha Tin and Central…… • Establish a Fast Food Factory • Provide Delivery Service in other Districts

  31. Long Term Strategy • Franchise Stores • Expand the Size of Food Factory • Provide Lunch Box delivery service everywhere

  32. Sharing Section

  33. Q&A Section

  34. The End

More Related