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

1. Overview of the development of the cooked food industry

1. Analysis of consumer behavior

1.1 Consumption situation

With the material changes of modern people With the continuous improvement of cultural and living standards, people's food consumption also tends to be diversified. Especially in the Pearl River Delta, the increase in migrant population has brought about diversified taste demands. Various food cultures have interacted and penetrated with each other, and different types of food have Restaurants are also popping up 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 consumption among mass consumers. There are a large number of stable local families, families where migrant workers live outside, and a large number of consumer units in collective factory canteens. While they buy general meat and vegetable foods, they will also consume a lot of prepared cooked foods with unique tastes. need.

1.2 Inducements for buying cooked food

Difficulties in making it yourself generally cannot produce professional brine or salt bureau food tastes.

The production process of sensitive locks takes a long time.

Delicatessen food is time-saving, convenient and fast for working people with less free time

It allows you to try newer flavors of food.

There are also a large number of individual consumers who do not use it as a main ingredient or as a snack.

1.3 The main factors affecting consumer purchases: Taste of food

Level of hygiene and cleanliness

Whether freshness

Price level

Whether it is convenient to purchase

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

2. Current status of the cooked food industry

2.1 The main business methods of the cooked food industry

Specialized cooked food stores opened in meat and vegetable markets, with stalls There is also a store format, and the main products include brine, salt bureau, barbecued food, etc. Mainly main dishes for family consumption.

The Yanju Food Store opened in the busy city. Its main products include Yanju chicken wings, chicken feet, whole chickens, etc., which are mainly for daily personal consumption and the prices are relatively high.

Specialized fast-food restaurants that sell brine or barbecued meats, mainly for dine-in and take-out; cooked food counters in restaurants or general restaurants, for dine-in or take-out.

BBQ snack shops opened in pedestrian streets or major commercial areas, such as supermarkets and large shopping malls. Their products include squid, meatball skewers, beef offal, chicken wings and other snacks. They are popular among young people, especially young people. Women usually consume mainly.

Deli food section in supermarket.

2.2 Market positioning

The cooked food stalls sold in the meat and vegetable market are mainly family-run, with lower grades, lack of innovation in products, poor sanitary conditions, and no chain operations. Since there is no industry leader, cooked food stalls that are generally positioned for mass household consumption can meet the needs of some consumers with lower prices and selective food. However, it has not been able to lead and expand the consumption potential of this market.

Delicatessen food stores with a relatively high positioning take a different approach. They choose the bustling areas of the city centers as their store locations, and use higher prices to separate specific consumer groups. Such stores must be Rely on unique products and effective marketing management to occupy the market. However, the marketing level of such stores is still at the sales stage and has not risen to the level of marketing, so there are still problems with sustainable operations.

2. Regional market situation of Chang'an Town

1. Regional overview of Chang'an Town

Chang'an is located at the southernmost end of Dongguan City, close to Shenzhen, Hong Kong and Macao, Guangzhou and Shenzhen Expressway, National Highway 107 and Provincial Highway C358 pass through it, and it is the southern gate of transportation between Guangzhou, Dongguan and Shenzhen. With a total area of ??83 square kilometers, it has jurisdiction over 13 village (resident) committees, a registered population of more than 35,000, a migrant population of more than 600,000, and more than 30,000 tourist compatriots.

Chang'an Town has gathered a large number of manufacturing and processing companies, attracting a large number of migrant workers to work and live here, driving the development of catering, leisure, entertainment and other industries.

Especially in terms of food and drink, which are closely related to people’s lives, a large number of abortions have generated huge consumer demand and have great market potential.

The clear division of industrial parks, residential areas, and commercial areas brings unlimited business opportunities for the development of chain industries with clear positioning and target market groups.

2. Time and crowd survey data

In general, the flow of people in the market starts to increase from 6:00, reaches the peak around 7:30, and then begins to slowly decline, until after 9:00 A significant reduction in foot traffic can be seen.