21209-1e1 “a healthy fast food shop” by jacg. 2 contents vince? business overview organization...

21209-1E 1

“A Healthy Fast Food Shop”

By JACG

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

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

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, worker

s, 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 customer

s

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 C

entral…… Establish a Fast Food Factory Provide Delivery Service in other Distric

ts

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