350 likes | 507 Views
“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
E N D
“A Healthy Fast Food Shop” VINCE By JACG 21209-1E
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 • Primary Competitor • Key Competitive Capabilities • Key Competitive Weaknesses
Contents (cont.) • Opportunity • Threats • Advertising • Promotion • Consumer Promotion • Trade Promotion • Business Promotion
Contents (cont.) • Short Term Strategy • Mid Term Strategy • Long Term Strategy • Sharing Section • Q&A Section
VINCE? • V = Variety • I = Innovation • N = Nutrition • C = Credit • E = Environmentally Friendly
Business Overview • Fast Food Shop • Mainly Provide Health Meal • Mission: Gift of Health • Location: Kwai Fong Metroplaza
Products & Services • Healthy Meal and Drinks • “Three Low, One High” • Fruit Juice • Tailor-made Menu • Professional Nutritionist Advise • Lecture & Workshop • E.g. Cookery Lesson
Products & Services (cont.) • Free Delivery • School Lunch & Nearby • Party • E.g. Birthday Party • Ordering Service • Large Package of Food
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
The Overall Market • Our fast food shop will establish in Kwai Chung • core group of customers :students, workers, household
Change in the Market • From blue-collar workers to the white-collar class • build housing, increase potential customer.
Industry Overview • About 130 restaurants in Kwai Chung • 8 different types restaurants in the • Kwai Fong Metroplaza
Nature of Competition • Monopolistic Competition • Many Competitors (27 Restaurants within this plaza) • Free to Entry • Differentiated Products
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
Primary Competitor - Lunch • 5 Fast Food Shops • Rhine Restaurant • Saint’s Ape Restaurants • Hui Lau Shan
Primary Competitor - Dinner • 4 Fast Food Shops • Rhine Restaurant (維苑餐廳) • Porto Restaurant (波濤餐廳)
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
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
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
Opportunity • First in Kwai Chung market • Demanding products and services • School nearby is our potential customers
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.
Advertising • Short Term • Leaflet • Fax • Middle Term • Magazines • Long Term • TV Commercials
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
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.
Trade Promotion • Discount • A discount for frequent-buyer • Free Merchandise • With the logo to the middlemen ~school to buy certain quantity
Business Promotion • Trade Shows • Attend a Food Festival , show product • Introduce our services & image – provide health food, meet new customers.
Short Term Strategy • 20% Market Share in Kwai Fong • Our Restaurants more popular in Kwai Chung
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
Long Term Strategy • Franchise Stores • Expand the Size of Food Factory • Provide Lunch Box delivery service everywhere