The following is the business plan for cooked food industry. This paper will analyze the business prospects of cooked food industry from the aspects of its development, SWOT analysis and market positioning. Welcome to read.

1. Overview of the development of cooked food industry

1. Analysis of consumer behavior

1.1 Consumption situation

With the continuous improvement of modern people's material and cultural living standards, people's consumption of food tends to be diversified, especially in the Pearl River Delta, the increase of foreign population has brought about diversification of taste demand, and various food cultures have exchanged and infiltrated with each other, and different kinds of restaurants have blossomed everywhere. Western-style or Chinese-style fast food chain stores that adapt to the fast-paced and fast-moving modern people's life and work have become the mainstream of mass consumers. Stable local families, families with migrant workers staying outside, and a large number of factory collective canteens exist in large numbers. When they buy general meat and vegetables, they will have greater consumption demand for cooked food with unique taste.

1.2 Incentives to buy cooked food

The difficulty of making it yourself generally fails to make professional bittern or salted food taste.

it takes a long time to make the sensitive lock in the process.

Cooked food is time-saving, convenient and quick for the migrant workers who have less free time

It can be used to try foods with newer tastes.

there are also a large number of individual consumers who don't serve as the main material and don't serve as snacks.

1.3 main factors affecting consumers' purchase

the taste of food

the degree of hygiene and cleanliness

whether it is fresh

the price level

whether it is convenient to buy

Therefore, enterprises should focus on the above factors in their management.

2, the status quo of the cooked food industry

2.1 The main mode of operation of the cooked food industry

A special cooked food store opened in the meat market has both stalls and shops, and its main products are brine, salt bureau, roasted meat and so on. Mainly for family consumption.

The main products of Salt Bureau Food Store in downtown area are chicken wings, chicken feet, whole chicken, etc., which are mainly for personal consumption at ordinary times, and the prices are relatively high.

a special fast food restaurant for brine or roasted meat, which mainly serves in the form of in-house food and sells it outside; Cooked food counters in restaurants or general restaurants are sold in the form of in-house food or take-away.

BBQ snack bars opened in pedestrian streets or major business districts, such as supermarkets and shopping malls, produce snacks such as squid, meatballs, beef offal and chicken wings, which are mainly consumed by young people, especially young women.

the cooked food area in the supermarket.

2.2 market positioning

cooked food stalls sold in meat market are mainly family-run, with low grade, poor hygiene conditions and no chain operation. Because there is no industry leader, cooked food stalls which are generally positioned for household consumption can meet some consumption needs with lower prices and selective foods. But it has not been able to lead and expand the consumption potential of this market.

Cooked food specialty stores with high positioning take another road. They choose the downtown area as the store site to separate specific consumer groups at higher prices. Such stores must rely on special products and effective marketing management to occupy the market. However, the marketing level of such stores is still in the sales stage and has not risen to the marketing level, so there are still problems in sustainable operation.

ii. regional market situation of Chang' an town

1. regional overview of Chang' an town

Chang' an is located at the southernmost tip of Dongguan, close to Shenzhen, close to Hong Kong and Macao, with Guangzhou-Shenzhen expressway, 117 national highway and C358 provincial highway passing through, and it is the southern gate for traffic between Guangzhou, Dongguan and Shenzhen. With a total area of 83 square kilometers, it governs 13 village (neighborhood) committees, with a registered population of more than 35,111, a floating population of more than 611,111, and more than 31,111 tourists.

Chang' an Town has gathered a large number of manufacturing and processing enterprises, attracting a large number of migrants to work and live here, and promoting the development of catering, leisure and entertainment industries.

Especially in drinking and eating, which is closely related to people's lives, a large number of people have generated huge consumer demand and have great market potential.

the obvious division of industrial park, residential area and commercial area brings infinite business opportunities for the development of chain industry with clear positioning and targeting at the target market population.

2. Survey data of time and people flow

The people flow in the general market started to increase at 6: 11, and reached the peak at around 7: 31, then it began to decline slowly, and it was found that the people flow decreased obviously after 9: 11. From 12: 11 to 16: 31, the market is basically closed, and then from 16: 31 to 19: 11, the market starts its second busy time every day.

3. Analysis of cooked food market in Chang 'an Town

3.1 Market prosperity

Generally, the busiest time of the market is in the morning, and there are few people in the afternoon. The most crowded time in the morning is from 6: 31 to 8: 11. The most crowded markets in the morning are Chang 'an Comprehensive Market, Xiagang Market and Nightside Market, followed by Shangsha Market, Wusha Market and Jiekou Market. Generally, the purchase of cooked food is concentrated in the morning, and some purchases are also made during the period from 5: 11 to 7: 11 in the afternoon.

3.2 distribution of delicatessens

Delicatessens are mainly located in the delicatessen area of the meat market, and the number of opening will vary according to the prosperity of the market. As can be seen from the above data, the markets with the largest number of stalls are Chang 'an Comprehensive Market and Xiagang Market. The number of opening stalls in the night market, Wusha market, Shatou market and Shangsha market is similar. The number of deli shops such as Xiabian Market, Jiekou Market and Xianxi Market is relatively small.

3.3 industry characteristics of each market

Chang' an comprehensive market is mainly based on bulk purchases, which are generally morning markets and basically closed in the afternoon. Cooked food stalls basically have signboards, and the main products are: Guangzhou Mingzi Salt Bureau Hand-Teared Chicken, Rongji Mayou Duck, Min Xu Meatball, Chaoshan Marked Meatball, Chaoshan Chiji Authentic Salt Bureau Brine Shop, Yangjiang Authentic Salt Bureau Chicken; Monopoly of golden pigs are: Jingji golden pig stall and Shunyi golden pig stall; The main roasted meat shops are: Yuexi Roasted Meat Shop, Fuji Roasted Meat Shop, Yongji Roasted Meat Shop, Liangji Roasted Meat Shop, Jiangmen Chuoji Roasted Meat Shop, Chenji Roasted Goose Shop and Mingji Roasted Meat Brine Shop; Golden pigs and some barbecue shops closed at about 11: 11 in the morning, and basically did not open in the afternoon. There are several wholesalers of chilled meat in Chang 'an Comprehensive Market, which is a centralized chilled food wholesale market in Chang 'an.

Zhengjia Spicy Pot-stewed Store occupies the largest position in the cooked food area in the night market and has obvious signs. It has brand management consciousness and is the best seller in the market. Its business hours are the longest, from opening in the morning to 11 o'clock or even 11 o'clock in the evening. In addition, there are two independent shops next to the market: Chaozhou Luwei and Meishan Luwei, whose products are relatively exquisite and have Chaoshan characteristics. The business in the morning market is relatively dull, but the business in the evening market is relatively good. The third-grade barbecue shop in the market basically sold out at 11: 11 in the morning, and only one stall was sold again in the afternoon.

Xiagang market is relatively large and prosperous, with a large number of cooked food stalls, but the vacancy rate is also high, reaching 55%. There is no special dominant gear. The cooked food stalls in Xiabian market are all monopolized by Huangshanghuang Luwei Store, with conspicuous storefront signs, but there are fewer people in Xiabian market and business is average. There are independent deli shops in Shangsha Market and Wusha Market: Meishan Meatball Luwei and Chaozhou Brine Shop, whose products are relatively good and their prices are slightly higher. Basically, it is the brine shops in Chaozhou or Meishan that form a unified market image. Their products are relatively good, but their operations are scattered and no unified and effective market power has been formed.

3.4 product features

the main categories are salt-salted chicken, brine and roasted meat

the main varieties are salt-salted chicken, braised duck, roasted duck, roasted goose, chicken feet, pig ears, duck feet, goose intestines, chicken wings, duck wings and barbecued pork.

there are basically no unique proprietary technology products, and there is no market monopoly.

3.5 product quality

the product quality is similar, and there is no obvious difference. The products of market stalls are basically homogeneous products. Relatively good products are cooked food shops in independent shops in the market, such as Chaozhou Luwei in the night market and Chaozhou Meatball Luwei in Wusha market.

3.6 technology patents

basically have no unique proprietary technology products and do not form a market monopoly.

3.7 price level

The market price is relatively close, and the prices of similar products in the cooked food stalls in the market are the same or relatively close, and there is no obvious distinction between high and low grades. The price is relatively higher than the general level of independent shops in the market, such as Chaozhou meatball pot-stewed shop and other deli.

3.8 management level

Basically, it is a family-run operation, and it is made by itself without professional management operation.

3.9 Marketing Situation

There is no professional market operation, and there is basically no planned advertising, promotion and brand management.

5. Case study: Zhengjia Spicy Pot-stewed Store

Deli Store Name: Zhengjia Spicy Pot-stewed Store

Location: Night Market

Area: two cooked food stalls, about 8 square meters.

opening time: 2 years

proprietress: Miss Wu

Native place: Jiangxi

Industry experience: 9 years

Salesperson: proprietress herself and one or two helpers.

Production personnel: 11 people

The main products are: braised pig ears, salted chicken, roasted duck, braised duck, salted chicken, salted chicken feet, stewed pig tongue, and salted pig intestines.

sales methods: single-store retail and wholesale sales to factory canteens and restaurants

distribution tools: vans or human tricycles

Market position: the night market has the largest sales volume.

Third, SWOT analysis

1. Advantages of competitors in existing industries

Long time to enter the market, Have rich industry experience

have skilled manufacturing technology

be familiar with the purchase channels

have some stable customer resources

occupy a good pavement position

2. Disadvantages of competitors in existing industries

poor brand image

poor hygiene and cleanliness

lack of product innovation

no professional market operation

low management level

no chain operation, Lack of scale effect

no regional coverage

3. Industry opportunities

high population density and great market potential

There is a large room for market consumption demand to be tapped

There is no leader in the industry, which provides opportunities for market integration

The existing operators have low management level

There are no formal chain enterprises. Provide market space for chain operation

Low-level marketing management provides professional operation space for the market

4. Industry threat

Entry of foreign specialized cooked food chain enterprises

The original competitors have resource advantages such as technical procurement channels, customer location and industry knowledge.

public health emergencies.

IV. Market Positioning

1. Target Regional Market

Chang 'an Town

2. Market Segmentation

Market Segmentation 1. Family Consumer Group

Class A Description: Both men and women have jobs, have no children, and only buy food and cook for dinner. Such consumers usually go to the market to buy food after work in the afternoon.

description of class b: both men and women have jobs, have children and live with their parents, who are responsible for taking care of the children and buying food. This kind of consumers usually go to the market to buy food in the morning.

description of class c: husband and wife both run their own businesses and have little free time, so they usually take time to go to the market to buy food in the morning.

description of class d: in wealthy families, servants are responsible for buying food and cooking, and they have high requirements on the taste, hygiene and quality of meat dishes.

market segment 2: individual consumers

Category A Description: Young women, engaged in the entertainment and leisure industry, have higher income and more free time. Shopping, shopping and eating snacks are their biggest hobbies.

description of class b: ordinary working women need to work in shifts, and like to buy some snacks to take back to the dormitory after work. I like to go out with friends on holidays and usually bring snacks.

description of class c: young students like collective action, are interested in new things, have obvious mutual influence and convergence within the group, and like to eat collectively, especially novel food.

description of class d: young men, who like to have a group dinner and drink, are interested in cooked meat food suitable for drinking.

market segment 3: organizing customers

Class A features: canteens in factories or general enterprises, with a large number of employees and heavy workload. I like to make simple, time-saving and easy-to-divide food.

description of class b features: catering institutions pay attention to the speed and taste of production, and then simply process and provide them to guests, saving time and speed. Another is the demand in the form of refreshments or side dishes.

description of category c: large supermarket with cooked food area, self-purchasing or vendor stall location.

3. Market positioning

Overall market positioning: healthy and convenient food suitable for mass consumption.

4. Innovative market positioning: Gift market

It should be an innovation to position the general cooked food in the gift market, which can exceed the general obvious consumption demand and tap a new consumption market.

Gift consumption can be guided, and this potential market can be fully tapped by using well-positioned communication strategies.

You can send the message of giving gifts to cooked food to consumers through advertising, public relations activities, promotion and other marketing means.

it is suitable for the characteristics and requirements of the gift market, and fully cooperates with this positioning in product selection, production, packaging and preservation, so as to show the characteristics of gifts in quality and packaging.

and can greatly improve the visibility and brand image of enterprises.

v. marketing strategy

1, product strategy

product strategy 1

special brine food line

product strategy 2

multi-series food line, brine series, salt bureau series, roasted meat series or other series.