Contents

2. Contents Market Situation Competitive Situation S.W.O.T Marketing Objective Financial Objectives Product Line Marketing Research Insurance Press Kit Financial analysis Business Consideration Religions Employment Infrastructure Pollution control Water Resources Legal Environment Publishing Industry Social Customs Location plan

3. Business Consideration Our group’s idea is about a Japanese Buffet Restaurant. We plan to open our restaurant on West Nanjing Rd in Shanghai. It’s a very famous shopping mall in Shanghai. So there have enough customer resources. BACK

4. Mission Statement Propagandize healthy,fresh and nutritional food of the culture,and become the most popular Japanese buffet restaurant in shanghai

5. Land Area The people`s republic of china is the full official name,the capital o china is Beijing.It has a land area about 9.6 million square kilometers and it is one of the largest countries in land size in the whole world.

6. Population and density • Location:Eastern Asia,bordering the East China Sea,Yellow ea,between north Korea and Vietnam • Area-comparative:slightly smaller than the US • Irrigated land:498,720 sq km BACK

7. AGE GROUP The 4th Nationwide Census taken in 1990 showed that there were 182 million illiterates over 15 years old in china.The illiterates accounted for 22.23% of the total and the illiterates among middle-aged and young group .

8. Religions The three main religions in china are Buddhism,Taoism and Confucianism.Confucianism looks for perfect humanity in the world.Taoism looks for universal unity. People sought happiness,good health and prosperity by worshi ping and appeasing the spirits.

9. LANGUAGE From a linguistic point of view of our 56 national language belong to the five major speaking:Chinese-speaking,industry speaking, South Asia. In addition, the Korean language and Beijing are yet to be determined is. BACK

10. Educational System • Pre-school education for the 3-5 years old children in kindergartens. • Primary education for 6-11 years old children • Secondary school provided to 12-17 years old children. • Higher education constituted by those for vocational college students,undergraduates,postgraduates and doctorial students. BACK

11. Economic system Economic restructuring is one of the main aspects pf China`s reform.In the first 30 years after the founding of the PRC,the Chinese government carried out a system of planned economy,and targets and quotas for various spheres of economic development were all set by the special “planning committees”of the state.

12. Real estate value To some foreign companies, doing business in China is very difficult. Besides the language and cultural difference, the concerns facing foreign businesses may range from the not-so-transparent laws and regulations.

13. Economic plan for prosperity China’s legislature on Tuesday endorsed a government plan calling for lower-than-expected 8 percent economic growth in 2006, while Premier When Jiabao rebuffed speculation over further currency adjustments. BACK

14. Employment Employment has a vital bearing on the people’s livelihood. It is the fundamental prerequisite and basic approach for people to improve their lives. while Premier When Jiabao rebuffed speculation over further currency adjustments.

15. Infrastructure Ten years ago, most Chinese people had never seen a mobile phone. Today, however, 150 million Chinese people own a mobile phone. Ten years ago, most Chinese people had never seen a mobile phone. Today, however, 150 million Chinese people own a mobile phone.

16. Environmental Protection/Conservation Measures The choice of implementing a sustainable development strategy. China’s modernization drive has been launched in the following conditions: the country has a large population base, its per-capita average of natural resources is low, and its economic development as well as scientific and technological level remain quite backward.

17. Pollution control The Communist Party of China (CPC) has called for more efforts to prevent and control pollution with aim to reverse the deterioration of the environment and ecology in the coming five years, according to a document released here Tuesday.

18. Nature/Animal Conservatories/Reservations The China Animal Society promotes research and academic exchange on animal protection. The China Association for Wild Animal Protection and the China Association for Small Animal Protection are national network of activists in this field.

19. Marine/Water Environmental Protection • Sustainable Marine Development Strategy • Rational Development and Utilization of Marine Resources • The Protection and Preservation of the Marine Environment • The Development of Oceanographic Science, Technology and Education

20. Water Resources A national comprehensive survey on China’s water resources will be completed by 2002, a water official said Wednesday.

21. Air quality and protection measures In an effort to reduce air pollution in Beijing, the municipal government in 1999 ordered city vehicles to convert to liquefied petroleum gas and natural gas. By 2002, Beijing had the largest fleet of natural gas buses in the world-a total of 1,630 vehicles.

22. Constitution &legal system China’s legal system includes laws of seven categories: • The Constitution and related laws • Civil and commercial laws • Administrative laws • Economic laws • Social laws • Criminal laws • Litigation and non-litigation procedural laws

23. People’s courts Local people’s courts • The High People’s Courts • The Intermediate People’s Courts • The Primary people’s Courts • The special people’s Courts

24. Hierarchy of Chinese system of Law Strictly speaking, Chinese legal hierarchy can be classified into 7 different levels of law, namely, the constitution, the national laws, the administrative regulations and he provincial or local regulations. The legal authority of there legal prescriptions descends accordingly.

25. Legal Environment • Over view The Chinese government is aware that intellectual property right protection is a key for attracting foreign investment in IT industry. Both local and foreign intellectual property owners continue to suffer from widespread intellectual property rights violations

26. Informaiton Industry The internet has become a spectacle in the Chinese society. In the last 10 years China’s internet has grown a marginal industry to a mainstream and still continues to gain ground in the society. It started from scratch on a non-existent market and seems to be expanding to the limitless.

27. Publishing Industry According to the official, China has been exerting continuous efforts to curb the production, sale and circulation of pornographic publications and has started a special campaign to crack down on Falun Gong publications, and has achieved a good results. China has seen a marked development in its publishing industry in the 1996-2000 period, with the publication of a large number of well accepted, high quality cultural products.

28. Social Customs China’s different peoples have developed individual customs regarding food, clothing and etiquette, in response to their own particular environments, social conditions and levels of economic development. BACK

29. Social Security System It is one of the most important socio-economic system for a country in modern times. To establish and improve a social security system corresponding to the level of economic development is a logical requirement for coordinated economic and social development. It is also and important guarantee for the social stability and the long term political stability of a country.

30. 4. What is your occupation____?A. White collar B. blue collar C. student D. others We are going to locate our restaurant in an area that more people can notice. So we chose Xujiahui to do marketing research.

31. 7. How often do you eat outside?A.Every day B.once per week C.once per month D.others We will know how many people will go our restaurant have meal every day through this question. According to the answer, we know how many food we should prepare everyday, that we have enough food supply for customers.

32. 8. Do you like buffet?A. Yes B. No This is a basic question for marketing research because we must know people like buffet or not. The result we get were quite good.

33. Location plan Specific location in Shanghai Our sakura Japanese buffet restaurant will be located in Shanghai Meilongzhen Plaza. It is a very famous department store in Shanghai . It locates on the 4th floor of this building. So it will be very convenient for custoemr to find our restaurant. And around west Nanjing Road, there are a lot of business buildings. Therefore I am sure we will have enough customer resources.

34. Map

35. Market Situation Shanghai has been China's centre of commerce and an internationally-famous metropolis for the past hundred years. Its food and restaurant industry, in particular, has attracted outstanding chefs and connoisseurs to its doorsteps, each contributing his valuable expertise and opinions. BACK

36. Competitive Situation Atmosphere • Sanitation Condition Service Attitude • Price • Taste

37. Atmosphere Graceful environment and well-equipped facilities always make every customer feel satisfied.

38. Sanitation Condition In order to make every customer have the food safely, the restaurant keeps sanitation being the most important thing.

39. Service Attitude All waiters have accepted a good training they serve every customer with the principle-Customer is God.

40. Price Every customer can learn the price every kind of food clearly. Compared with other restaurants, here may be the lowest which can be met the expenditure of the customers on different layers.

41. Taste They have many senior cooks, supply different tastes for different people .

42. S.W.O.T Strength Weakness Opportunity Threats

43. Strengths • Our restaurants' raw materials are all imported from Japan directly • Our sashimi use the best materials in Japan • The cooks of our restaurant are all Japanese, so we can provide the best Japanese food to our customers • Our food is the most fresh of other Japanese restaurants in Shanghai

44. Weaknesses Our restaurant’s weaknesses have 4 parts: • Marketing weakness • Cost weaknesses • Price weakness • Management weakness

45. Marketing weakness 1. Our restaurant is a new Japanese restaurant, so we don’t have consumers basic. 2. Shanghai has many Japanese restaurants, so we have many competitors in shanghai.

46. Cost weaknesses 1.our restaurant is neat the plaza 66, so the rent is expensive. 2. We don’t have multiple shops, so can’t stock too much every times also can’t debase stock cost.

47. Price weakness our restaurant’s price is 100-150RMB/people. More expensive than other Chinese restaurants. For example: Takumi, dayu and haizhixing, these Japanese restaurants are famous in shanghai, but theirs price is little same as us. So our price don’t have strong competitive.

48. Opportunities • Consumers are disappointed with the competitors not fresh foods • Consumers are showing increased interest in Japanese buffet • Consumers are showing increased interest in Japanese culture • More and more Japanese come to Shanghai for living or working, for example there are about 40000 people are extended living in Shanghai and the floating people is about 100000

49. Threats • Firstly: There have many Japanese restaurants in shanghai. So our restaurant has many competitors. • Secondly: One of the reasons is history. Because the history. Many Chinese do not like Japan. They hate Japanese very much. • Thirdly: Our restaurant is near the heng long Plaza. There have many company, people in there is rich. Near heng long Plaza have more than hundred restaurants.

50. Marketing Objective • For a new Japanese cafeteria, we do not have any advantages compare with other Japanese cafeterias, but also want to have the advantage, in order to capture the cafeteria market. • There are over 40 brands of Japanese cafeteria in shanghai. We plan to open 4-5 Japanese cafeteria, at least 3 in shanghais from 2006 to 2010. The growth rate is opening 1-2 cafeterias/a year. The market share will reach to 8% of the market, at least 5% in the 2010.