market analysis block

1. geographical environment of the target market

1. geographical characteristics of the market: regional landform, political area and the center of the city. 2. Characteristics of market climate: There is a great potential relationship between climate conditions and consumers' eating habits.

II. Analysis of industry environment

Main economic indicators of the target market:

1. Gross domestic product of the current year in the market where the enterprise is located, as well as data of previous years.

2. the investment situation in this market.

3. Tourism data that have a great impact on the catering market, especially the number of tourists received in the past year, and whether it is developing or declining.

4. Take the per capita disposable income of local urban residents, the average wage of employees in the city, and the income proportion of catering consumption as the reference for restaurant pricing.

5. The population statistics of the whole city, including the non-agricultural population and the agricultural population, are used to predict the passenger flow of restaurants and the consumption level and ability of local residents.

6. Education level of consumers.

7. consumers' lifestyle and eating habits.

8. Per capita income of consumers.

industrial environment:

1. Business prosperity. 2. The trend and potential of commercialization. 3, local * * preferential and supportive policies, including fire control, public security, culture, industry and commerce, epidemic prevention and other policies.

Social environment:

1. Local customs and habits. 2. History and culture. 3. National structure. 4. International communication, production and circulation of main food raw materials.

Third, market analysis

1. Economic indicators: the operating status and strength of local catering enterprises; Form of ownership and its proportion; Number of business outlets; Number of employees.

2. The operating status of the catering industry in the market selected by the branch: the number of enterprises and their competitiveness (has scale competition been formed? ); Management level; Management level; Status of cuisine.

3. Analysis of competitors:

A. Current situation of traditional competitors: statistical analysis of number, performance level, turnover and profit income; Reason for success: advanced management level? Excellent service? Superior social and environmental conditions? Reason for failure: Is there something wrong with the food? Operating mechanism failure, etc.

B, advantages of traditional competitors: traditional advantages; Advantages of business scale; Location advantage; The main dish advantage.

C, emerging high-end catering operators: what kind of cuisine do they operate? Cuisine orientation? Whether civilian, aristocratic, etc. Business location: which area, section, decoration style and selection of decorative objects. Business status: turnover, operating profit, number of diners, number of reservations, etc. Business scale: the area of the store and the number of guests it can accommodate. Area distribution in the hall, etc.

4. consumer analysis:

a. consumers' eating habits, tastes and preferences in this market.

B, the consumption characteristics of consumers in this market, including consumers' consumption consciousness, whether they like to eat in restaurants, how the consumption ratio of individuals or families is compared with Chengdu, and the level of consumption.

C, target market consumer classification: * *, * *, enterprises, family consumption (including wedding banquets), tourists.

5. Advantage strategy for opening a shop in this area:

Competitive strategy: the entry point of the market; Marketing strategy: publicity and customer recognition; Cultivate customer preference; Establish a frequent customer network relationship.