marketing plan of "Fresh Lamb House" Sanwei Hot Pot Restaurant

I. Company Overview

Xinxiang "Fresh Lamb House" instant-boiled mutton hot pot restaurant is located at No.121 Renmin Road, Xinxiang City. You can take bus No.31 in the city and get off at the cross station in the city. Grassland fresh lamb house, the name may be unfamiliar to ordinary diners. In mainland cities like Xinxiang, such authentic Inner Mongolia instant-boiled mutton is rare.

Fresh Lamb House was founded in February, 2111 in Baotou, the "hot pot capital" in Inner Mongolia prairie. With its novel three-flavor hot pot, unique five soup flavors, eight pot bottom combinations, excellent quality special fresh lamb meat from Inner Mongolia, strong flavor of China traditional food culture and profound modern marketing management, it became a success in one fell swoop. In the fierce competition, the hot pot industry has sprung up suddenly, thus becoming a bright catering star.

Inner Mongolia Fresh Lamb House Catering Co., Ltd., headquartered in Baotou, Inner Mongolia, has registered the trademark of the State Administration for Industry and Commerce, and the new processing technology of Sanwei Hot Pot and mutton has won two national patents. In February 2113, it was awarded the title of "Green Catering Enterprise" by China Cuisine Association. With a high sense of responsibility and professionalism, Xianxiaolou people build their brand by quality and seek development by honesty, and at the same time gradually form a set of professional management modes of joining, planning, training, distribution, management and marketing. Now it has developed more than 311 franchise stores and 91 regional general agents in China. And it is expanding rapidly to the whole country at an unstoppable speed.

the company's goal is to build the first brand of China hot pot industry. The service tenet is: customer first, and achieve 111% customer satisfaction rate in all aspects. Since the establishment of Fresh Lamb House in 2111, the production concept has been constantly innovated, and more than 311 franchise chain stores have been established throughout the country. In the process of rapid development, the company maintains a steady and steady style, promotes the improvement of the overall appearance of the enterprise with a realistic and innovative style, and pushes the chain business of Fresh Lamb House to a new level.

second, environmental analysis

1, macro/micro environmental analysis

to understand instant-boiled mutton, we must first understand the origin of instant-boiled mutton. The legend of instant-boiled mutton originated in Yuan Dynasty. In those days, Kublai Khan, the commander of Yuan Shizu, made an expedition to the south. During a March, he suddenly remembered the dish of his hometown-stewed mutton, so he ordered his men to kill the sheep and burn the fire. The chef knew that he had a bad temper, so he used his quick wits. He cut off more than ten thin pieces of meat with a flying knife and stirred them in boiling water for a few times. When the color of the meat changed, he immediately fished it into a bowl and sprinkled with fine salt. Kublai Khan even ate several bowls, turned over and mounted the horse to lead the army to meet the enemy, and the result was a victory. When preparing for the celebration banquet, Kublai Khan specially ordered the mutton slices. The chef hurried forward and said, "This dish has no name yet. Please give it a name." Kublai Khan smiled and replied, "I think it's called' instant-boiled mutton'!" Since then, "instant-boiled mutton" has become a palace delicacy.

instant-boiled mutton pays attention to fine knife work, thin and complete meat slices and palatable seasoning. Seasonings generally include sesame sauce, Shaoxing rice wine, soy bean curd, Chili oil, pickled leek flower, marinated shrimp oil, special soy sauce and so on. When eating, customers sit around the stove, put the mutton slices into the boiling soup for a rinse, then dip them in the seasoning, and eat them with the rinse, which is delicious. Instant mutton is suitable for all seasons, but winter is the best. Heavy snow outside the window, a cold scene; The room is steaming hot, and a few friends are eating and talking, which is another hot scene. After hundreds of years of development, instant-boiled mutton has become a good and popular choice in people's daily dining.

Donglaishun Restaurant, located near Dongan Market in Wangfujing Street, has a long history and is the first choice for instant-boiled mutton. In addition, in the streets of Beijing and Shanghai, instant-boiled mutton shops can be seen everywhere, which shows that instant-boiled mutton has occupied a high position in people's hearts. In the mainland like Xinxiang, instant-boiled mutton also has a strong appeal, which can be seen from people's enthusiasm for hot pot restaurants.

In a mainland city like Xinxiang, people don't have many opportunities to get in touch with grassland by-products. Compared with the popularity of milk in the mainland, instant-boiled mutton has a strong appeal in the hearts of citizens. According to the survey, especially in winter, people like things that can make people warm up after eating, and hot pot is of course the first choice for people. And warm supplements like mutton and beef are also beneficial to people's health.

Therefore, the objective environment in Xinxiang is very beneficial to this newly-opened fresh lamb house branch. It is a good opportunity to open a mutton hotpot restaurant when mutton hotpot is not very popular in Xinxiang.

2. Competitor, opportunity \ threat analysis (OT analysis)

Donglaishun instant-boiled mutton restaurant is a famous and oldest instant-boiled mutton restaurant in Beijing and even the whole country. It was founded in 1913 by the Hui people named Ding Deshan. Donglaishun instant-boiled mutton has almost become a model of mutton making in China. In 1989, the instant-boiled mutton in this store won the Jinding Award for the quality products of the Ministry of Commerce. In 1994, it was recognized as a brand-name halal food in the first national halal cooking technology competition.

but Xinxiang is local, and there is no branch in donglaishun. Xinxiang city has a long history and a large-scale hotpot restaurant with instant-boiled mutton as the main one, which is located in the middle section of Renmin Road in Xinxiang city and its head office is in Beijing. It was established in 1998, and has opened four branches in Xinxiang city, which has a strong influence in Xinxiang hot pot industry. When Jin Yong tasted Koufuju's mutton in Beijing head office, he was full of praise and wrote an inscription in the store. The good quality of the food in the official mouth has won the public's reputation. In addition, there are "Old Beijing" hotpot restaurant, "Grassland Xingfa" hotpot restaurant, "Changlaishun" braised mutton, Zhuyuan hotpot city and other hotpot restaurants which have certain influence and good reputation and influence in different areas of Xinxiang city.

In such fierce market competition, it is difficult for Fresh Lamb House to survive under such competition if it does not have certain unique advantages. Fresh Lamb House has fully realized this point and gradually developed its own unique production method of instant-boiled mutton. It is also its own mutton in Inner Mongolia that has a different pure taste under such cooking.

Fresh Lamb House has a lamb production base of 11,111 mu, and every lamb you taste is carefully selected fresh Lamb House meat which is slaughtered, processed and sliced. Fresh lamb houses are all selected from lambs less than one year old and refined through many processes such as acid removal, tendon removal and detoxification. It is characterized by fresh and tender meat and long-term rinsing. Regular consumption has the effects of invigorating qi and kidney, nourishing yin and strengthening yang, warming stomach and strengthening body, especially for those who recover after illness. The first original Sanwei hot pot has been chained all over the country, occupying a certain market and winning a good reputation. The Shanzhen soup, which comes with the store, can be drunk without rinsing. It has the effects of caring skin, nourishing eyes, moistening lungs and regulating qi, and eliminating toxins in the body. It is very suitable for office workers to eat. The red cumin soup is bright red in color, spicy and refreshing, with a long aftertaste, which has the effects of stimulating appetite, invigorating spleen, removing dampness and expelling wind, and eliminating fatigue. It is a business food for leisure on weekends. This product is oily but not greasy, spicy but not dry, and can be eaten for a long time. People feel not only delicious food, but also meticulous and comprehensive service in the fresh lamb shop, which makes people feel as comfortable as eating at home. It is such a good product and good service that is the foundation of the fresh lamb house now and in the future.

adhering to the principle of taking the customer as the god and developing the service and business with the customer as the center wholeheartedly are the principles that every merchant must adhere to. While doing this, the neighboring competitors are also introducing their own new cuisines, new foods and new ways to eat. Therefore, fresh lamb houses must be aware of this, stick to it for a long time, and always be at the forefront of market competition.

3. 4P analysis

4P has a great influence in the marketing process of an enterprise. In the concept of marketing mix, the 4Ps are product, price, place and promotion. These 4Ps (product, price, location, promotion) are the controllable factors in the marketing process, and also the main means for enterprises to carry out marketing activities. Their specific application forms the marketing strategy of enterprises. Whether they are used well or not also profoundly affects the future fate of enterprises.

1. product

As a hot pot restaurant, the main products of Xianxiaolou are undoubtedly products related to hot pot. The feature of fresh lamb house is instant-boiled mutton, which is the advantage of fresh lamb house and the signature food that fresh lamb house should mainly sell. In addition, all the food in the fresh lamb house should focus on instant-boiled mutton, which is the direction that the fresh lamb house should adhere to now and in the future, and others should undoubtedly focus on this.

2. Price

The storefront area of Fresh Lamb House is 231 square meters, and the guest capacity is 1.51 square meters. According to the statistics of Fantong. com (www.fantong.com), due to the size of this store and the consumption habits of Xinxiang people, the per capita consumption of Fresh Lamb House is only per person in 25 yuan. This price is completely acceptable to the average consumer. Therefore, compared with other large-scale shops, fresh lamb houses obviously have a certain price advantage. Fresh lamb houses should seize this advantage and attract more middle and lower-level consumers without reducing the quality of food and service.

3. Place

Xianxiaolou is located at No.121 Renmin Road, Xinxiang City. Renmin Road is a relatively prosperous street newly built in Xinxiang, with a very large passenger flow, especially on weekends and nights, and there are many consumers on this road. Some high-end residential quarters are very close to the Fresh Lamb House, and the important geographical location of Renmin Road in Xinxiang and the developed traffic environment around it have brought certain advantages to the operation of the Fresh Lamb House, which is very conducive to promoting the corporate culture and establishing a good reputation among the broad masses of the people.

4. Promotion

In order to establish a good image and a solid foundation of the enterprise in a short period of time, it is necessary to take certain promotion measures, which is conducive to people's understanding of the fresh lamb house; Therefore, at the beginning of the business, the promotion means is essential for the promotion of enterprises. Publicity is an indispensable means for enterprises to expand their popularity, especially at the beginning of business, enterprises must take this as the focus of marketing plan formulation, and other activities should be carried out centered on this.

IV. Action

An armchair strategist will not bring any benefits to the enterprise, only practical actions can bring benefits to the enterprise. Fresh Lamb House should formulate marketing strategies in line with the local environment according to its own objective situation, so as to pave the way for the next development of the enterprise. Specifically, the following strategies can be adopted:

(1) Set up temporary or fixed stalls in bazaars, shopping malls and residential areas at the beginning of business. (You can also seek partnerships or retailers)

(2) Pull banners and send leaflets near the store.

(3) set up some mass organizations and issue discount cards, with which you can get discounts.

(4) Establish close customer relationship, and give a small gift to customers on their birthdays, wedding anniversaries or when they are sick.

(5) when the new product is launched, it will be given away with a small bag for free.

(6) Invite local celebrities or government officials to visit, write inscriptions and take photos.

(7) Organize vegetarian cultural activities in the local area, such as centenarians' party on the Double Ninth Festival, to expand the influence of vegetarianism and storefront.

(8) Carry out activities of "offering love" and "filial piety" on holidays, so that children can send health to their parents.

(9) Participate in public welfare activities related to health, health preservation, beauty and fitness.

(11) Cooperate with local media to launch hot pot lectures, hot pot columns and hot pot recipes during holidays.

V. Objectives

While developing its business, the company should adhere to the enterprise spirit of "quality-oriented, honesty-oriented, great achievements and winning the Millennium", take "precision and honesty" as the company's business philosophy, focus on customers, and pursue "product quality is life, quality service is the foundation, modern management is the means and customer satisfaction is the goal". On the basis of implementing the national quality management system, in order to maintain a good reputation and image, Fresh Lamb House Corporation, headquartered in Baotou City, Inner Mongolia, uniformly distributes raw materials for chain stores throughout the country and provides unified and powerful technical guidance, supervision and services to hotels.

adhering to the service tenet of "customer first, achieving 111% customer satisfaction rate in all aspects", constantly improving product quality, and finally achieving the enterprise goal of "building the first brand of China hot pot industry" is the direction of Xianxiaolou's struggle and a commitment to consumers.

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