How to write a business plan for food, what is relevant to write a food business plan. The following is what I have organized for you about the food business plan sample, to give you as a reference, welcome to read!
Food business plan essay 1First, the preface
Dessert as a representative of modern leisure food, is more and more people accept and like, but the current status of the domestic dessert industry is far from being able to meet the needs of people's consumption. Looking at the domestic dessert industry, everywhere filled with the United States, Italy, South Korea, under the banner of the ice cream store, beverage store, varieties of simple similar, the same style, no connotation, no novelty, has made people produce? Dessert fatigue. The world's dessert capital in China, China is the most Guangdong, the profound Chinese dessert culture has been nurtured for hundreds of years in the land of Southern Guangdong. Chinese desserts are based on fresh fruits and medicinal herbs, which are both delicious and nourishing. The main purpose of this advertising plan is to target the northern region, popularize Manji desserts in the northern region, and promote the Chinese dessert culture.
Second, market analysis
1, market overview
With the improvement of people's living standards, the quality of life requirements are also higher and higher, ? Eat? Has not only to eat to be full, but also to eat delicious, eat healthy, eat fashion. Therefore, clothing, food, housing, transportation and other industries, although traditional, but not out of date, but also because it is closely related to people's lives, there will always be a market. Desserts as a representative of modern leisure food, is for more and more people accept and like, but the current status of the domestic dessert industry is far from being able to meet the needs of people's consumption. Look at the domestic dessert industry, everywhere filled with the United States, Italy, South Korea, under the banner of the ice cream store, drink store, varieties of simple similar, the same style, no connotation, no novelty, has made people produce? Dessert fatigue. In fact, the world's dessert capital in China, China is the most Guangdong, the profound Chinese dessert culture has been nurtured in the South Guangdong land for hundreds of years, Chinese desserts in the domestic market is very large. The main consumers of this commodity are mostly in the south because of their living habits, while in the north, not many prefer desserts because of the climate, usually children and women. They are mostly concentrated in schools, office buildings, white-collar concentration, near the CBD. Roughly thirty percent of the proportion of the crowd. Their purchase of young white-collar workers mostly, about a day to consume once, students and children mostly in each holiday consumption once.
2, the composition of the market: in the Mainland, unlike Hong Kong, a variety of dessert stores, there is a certain scale of dessert stores only full of desserts, but most of them are distributed in the southern city, the northern city of Beijing, the popularity rate is low. There is a lot of room for development. But soon another well-known dessert brand in Hong Kong, Xu Liushan should be stationed in the southern cities, so Mangi should proceed to open more branches in the north to increase market share.
3, the characteristics of the market composition: the dessert industry in the north has seasonal, cold winter in the north, few people eat desserts, so winter is the off-season, peak season in the summer.
Third, product analysis
1, product characteristics analysis
Raw materials professional, more assured. Mangi desserts are made on-site using fresh ingredients, without any preservatives and other harmful substances to the human body, but also with turtle jelly and other medicinal food. In order to ensure food quality and enhance operational efficiency, the Group has set up its own centralized food manufacturing plant, fruit processing warehouses and logistics and transportation fleet, and all the production, delivery and sales involved in the operation are all handled by itself, not by outsiders. With years of experience, the Group has systematized its operation model, which includes cost control, material selection, production process, quality control, logistics, transportation and product sales, etc., with meticulous attention to every detail; and products are constantly improved and innovated to ensure that customers are provided with the best quality products and to maintain the competitiveness of the market. In the price of full of desserts in similar desserts belong to the high-end products, but its service is directly proportional.
2. Product brand image analysis
Hong Kong Manki Dessert Group since 1995 in Sai Kung District, Hong Kong, set up the first 『Manki desserts』, from the early days of a family-type sugar water store into the present chain of dessert stores, by local customers, especially Hong Kong's young people of the new generation of love, but also by the domestic and foreign travelers to promote and appreciate. "Manki Desserts has become a "Dessert Brand".
Product Positioning Analysis
Given that we are facing a group of young people and the new middle class consumer market. Manki Desserts will use interesting elements as a new starting point, and the emergence of the dessert monster will bring a shock to the market.
Advertising Strategy
Advertising Psychological Strategy
① Arousing Consumers' Attention: There is a popular saying in the advertising industry: "If your advertisement can arouse people's attention, then it will be a great success. If your advertisement can attract people's attention, the task of selling goods is already half successful. Advertising has five major principles of attention: large objects are more conspicuous than small objects; active objects are more eye-catching than static objects; colorful objects are more eye-catching than black-and-white objects; round shapes are more conspicuous than square shapes; and people themselves are the most conspicuous. You can arrange for the main character to appear frequently in TV dramas with episodes of Mangi desserts, or advertise on TV or on the Internet, etc.
② Inspire consumer associations: objective things are interconnected, associations reflect the interconnectedness of things. For example, in daily life, people see the stove will think of warmth, see the red fruit will think of sour flavor? Advertisements need to leap, breakthrough associations, through the careful processing of the material, the use of the intrinsic connection between things, in order to compare the techniques to evoke the consumer's associations of the goods advertised, thus deepening the understanding of the goods, stimulate interest in the goods, the formation of certain attitudes and actions. You can use the colorful fruits in the crystal bright ice image to show that Mangi desserts can make consumers feel the coolness of ice cold in the hot summer.
③ Convince consumers to act:
Let consumers think he needs Mangi desserts, so that customers trust Mangi, service first, cost-effective. Imagine, hot summer, the sun is burning, three or five friends meet dessert store, order two frozen coconut sago dew, a few bowls of colorful red bean ice, drink delicious cool bar milk tea, eat while chatting, cool summer, can be described as a time of life; winter afternoons, the cold winds, men and women hiding in the dessert house, to be on a bowl of sesame seed paste, with two cups of hot lemonade, gently bite fine taste, warm stomach and heart, when the three life lucky things. The restaurant is a great place to enjoy a bowl of sesame paste with two glasses of hot lemonade. By publicizing the wonderful life experience that Mangi can bring to consumers, it will help to convince them to come to Mangi to spend their money.
Positioning strategy
Positioning is the process of setting up a specific position for your product in the minds of potential consumers, a position that is exclusive to your product and not possible for other similar products.
①Product positioning: healthy desserts based on fresh ingredients.
② Market positioning: for a group of young people and the new middle-class consumer market, favoring young, fashionable and delicious.
③Corporate Positioning: Accumulated years of operating experience, the Group's mode of operation has tended to systematize, including cost control, material selection, production processes, quality control, logistics and product sales, etc., and each detail of the part are to strive to meticulous; products are more innovative, continuous improvement and innovation, to ensure that we provide customers with the best quality products and to maintain the competitiveness of the market.
④ Quality positioning: strictly control the quality of health, and strive to 100% fresh.
⑤ Price positioning: the price is high in similar dessert industry.
⑥ Conceptual positioning: delicious can also be fashionable
⑦ Image positioning: In response to the global market strategy, a new set of visual system of Man Kee Desserts came into being, and then to the larger and newer Asian market. In view of the fact that we are facing a young and new middle class consumer market. Manki Desserts will use interesting elements as a new starting point, and the appearance of the dessert monster will bring market shock. ⑧ Functional positioning: leisure, summer vacation
⑨ Service positioning: high-grade service
Advertising planning strategy
Market research: ① factors affecting market research and market policies and regulations survey ② market supply and demand and market capacity survey ③ market competition survey ④ market product survey ⑤ advertising survey
Design questionnaire in accordance with the simplicity, Progressivity, representativeness, evaluability and certainty.
Determine the theme of the advertisement
Advertising budget
Creative advertising strategy
Creative advertising should be based on the real, highlighting the personality, small to big, simplify the complexity, pay attention to the literary style, moving people with feelings, the intention of the words, and surprise. There are reverse thinking method, analyze and synthesize method, add, subtract, multiply and divide method, skillfully lay out the doubt, free play method, brainstorming method and so on. Use these methods to design a good advertising ideas.
Advertising implementation plan
1, advertising can be used in a variety of advertising media:
(1) the advantages of newspaper communication: wide dissemination, rapid dissemination, with the news, high reading rate, strong text expression, easy to save and find, the dissemination of lower costs. Weaknesses are short timeliness, dissemination of information easily ignored by readers, limited comprehension, poor color, lack of motion.
(2) the advantages of magazine communication: timeliness, targeted, beautifully printed, strong performance. Weaknesses are the long publication cycle, small sound, limited comprehension, poor color, lack of dynamism.
(3) the advantages of radio communication: wide dissemination, rapid dissemination, infectious, multi-functional. Weakness is the dissemination of the effect is fleeting, the ear over not to stay, poor storage of information. Listeners are limited by the order of the program, can only passively accept the established content, poor selectivity. Radio only sound, no text and images, the listener's attention is easily dispersed.
(4) The advantages of television communication are: audio-visual combination of communication effect, immediacy, there is a sense of scene, rapid dissemination, large impact, a variety of functions, entertainment. Weaknesses are the communication effect is fleeting, poor storage of information, the record is unchanged and difficult to query. Restricted by the chronological order, coupled with the site, equipment conditions, so that the transmission and reception of information is not as flexible as the press, radio. The cost of producing, transmitting, receiving and storing TV commercials is higher.
(5) The advantages of the network are: wide range, beyond space and time, highly open, two-way interactive, personalized, multimedia, hypertext, low cost.
(6) It can also be publicized through outdoor advertising.
2. Effective media combination forms are newspaper and radio media collocation, newspaper and magazine media collocation, newspaper and TV media collocation, newspaper or TV and postal media collocation, TV and radio media collocation, postal ads and sales site ads or posters collocation.
3, advertising budget
Advertising budget methods are: percentage of sales method, percentage of earnings method, sales unit method, advertising revenue and earnings incremental method, sales revenue decremental method, target achievement method, competitor method.
There are several ways to use the advertising budget: according to the allocation of advertising functions, according to the allocation of advertising media, according to the allocation of advertising regions, according to the allocation of advertising time, according to the allocation of advertising products.
Evaluation of advertising effect
Advertising effect has the characteristics of indirect, delayed effect, cumulative, dissipation and compound.
Several important indicators of advertising effect are: sales, reach, attention, memory, purchase arousal and AEI.
Combined with the characteristics of advertising effect test, the investigation methods of advertising effect are: (1) sampling method (2) questionnaire method (3) interview method (4) observation method (5) comparative method
The analysis of advertising effect is mainly from the economic effect and psychosocial effect. The analysis of advertising effect is mainly from two aspects: economic effect and psychosocial effect. The analysis of the psychosocial effect of advertising focuses on the following aspects: (1) the analysis of the effect of cognition (2) the analysis of the effect of memory (3) the analysis of emotional attitudes (4) the analysis of purchasing behavior
Food Business Plan Sample Essay 2First, the project overview
Project Purpose
? Self-food Western restaurant to create a quality Western culture and service to the public for its business and business purposes, and strive to develop a piece of their own market.
Project Name: Self-food Western Restaurant
Nature: This project integrates the development of home design, housing interior design, single-family villa design professional service projects. At the same time, it attracts business investment and builds Chinese people's own home design culture.
Construction site: Yuhua District
Market analysis: the college has 24,000 students and teachers, survey data show that they spend more on food and drink accounted for 547%, because of this, the food is also the first choice of the road of entrepreneurship in the school. Commercial Street are near the food street is the male and female students get together in the most gathering place, occasionally go to the people accounted for all teachers and students 65.8%, now there are 40.2% of teachers and students feel that the school's most lack of service is the dining environment, and suitable for the design of self-feeding Western-style restaurant is elegant, comfortable, casual consumer environment, which can show that, self-feeding Western-style restaurant after the opening of the possibility of a more popular.
Purpose: to serve the public, quality management, for the majority of consumers to show a different Western culture.
Business Scope:
1, the introduction of royal staple meals, affordable, such as: Thai chicken steak Indonesian fried rice set, green curry pork neck steak with spaghetti set, eel Thai chicken steak rice set, etc., the packages are also equipped with (corn cream soup, greens, hot tea or frozen lemonade), the most suitable for the campus couples taste.
2, Western food combined with fast food. For example: steak (beef steak, pork steak, chicken steak), a variety of fast food, a variety of snacks, a variety of Chinese and Western stew, Chinese and Western-style rice, noodles (spaghetti, rice noodles, etc.).
3, beauty desserts. For example: Ginger milk clam cream stewed eggs, golden corn pumpkin sago dew, corn seed paste milk dew, coconut taro sago dew, etc., the most suitable for female college students who love beauty to taste.
4, according to different seasons to develop some cold drinks, hot drinks, snacks, salads and so on. For example: freshly ground coffee, fancy exquisite ice brown, smooth milk tea, special flavor tea, natural flower tea, exquisite drinks, freshly squeezed juice, ice-cream new ground, moist desserts and so on.
Marketing: In the initial development of the Western-style restaurant, our company will use brand strategy, price strategy, promotion strategy to implement the business plan. Can reduce marketing costs to varying degrees, but also to establish a solid customer relationship. With the development of the Western restaurant, will also expand the experiential marketing, network marketing and other modes.
Financials:See Financial Plan column.
Registered capital: ? One hundred thousand RMB.
Financing: 50,000 yuan from my original Western restaurant participants to raise funds, 50,000 yuan of commercial loans.
Organizational Philosophy: Lift the talent and appoint the ability to take the combination of innovation and professional routes, the implementation of strict systematic, strategic management, to create a high-quality food culture.
Organizational Culture:Dedicated to innovation, quality management, humanized management.
Conclusion: The name of the restaurant is easy to remember, easy to read, and good to hear. The word "self-food" can create a fun atmosphere of personality spread quickly, in line with the consumer demand of the target market. And the font design of the signboard should be beautiful and generous, to have the uniqueness; easy to attract people's attention. Mainly take the low-end price strategy, in the food color, aroma, taste, service and other aspects of the best, and strive to give customers the maximum enjoyment and psychological satisfaction. For consumers to compare the psychological price, the same kind of food consciously sub-grade, the formation of price series, so that consumers can quickly find their own habit of comparing prices in the grade, get to buy to meet.
Second, the management and departmental functions
(a), the store manager
Li Huan, male, Han
Responsibilities
1, the store manager is responsible for the overall coordination and management of the work of all departments in the store, supervise the work of employees, while accepting the supervision of the school, do a good job of the Western restaurant and school exchanges.
2, work content: supervise the work of the ministers and employees, inspire the enthusiasm of the staff, listen to the views of the staff. Comprehensive decision-making on the operation of a variety of work. On behalf of the Western-style restaurant and school exchanges, up to reflect the views of employees and requirements, down to pass the work required by the school.
(2), administrative personnel
Departmental responsibilities
1, the plan to develop the project for the preliminary investigation, collection and collation of relevant information, the development of a preliminary feasibility study of the project.
2, the Western restaurant project to analyze and demand planning.
3, the specific design of the Western-style restaurant project.
4, the development of Western-style restaurant goals and schedules.
5, the establishment of project management system.
6, responsible for the project process control, with the store manager for good control of the project.
7, tracking and analyzing project development costs.
8, manage risks and changes in the project.
9, responsible for project team building.
(C), the chef
The requirements of the chef is very high, he must have a flexible brain, in each week can change a kind of special features to attract customers. 6, participate in the development and improvement of the company's costs of control.
(D), waiter
Departmental responsibilities
To treat customers with courtesy, comply with the system, and positive. The waiter's main job is to clean up the table and store hygiene, at any time is a layer of stainless, no greasy feeling, to give customers a deep impression. Recruitment of part-time workers will be responsible for ordering and serving food, each staff member required to deal with their own health first, in order to better serve the customer, if there are customers or the appearance of unclean things or the environment immediately dealt with, make amends and apologize for re-replacing the food or clean up, such as the customer is still unsatisfied with can be accompanied by a reward for the apology.
(E), market development
Departmental responsibilities
1, the development of the department's annual marketing target plan.
2, the establishment and improvement of marketing information collection, organization, communication and confidentiality.
3, specify the price, quality and advertising of products.
4, comparative analysis of competitors and provide response programs.
5, market research and analysis of potential consumer groups.
Third, research and development
Project Development Department according to market conditions, national policies and urban construction conditions of many factors, to produce a detailed development project plan. There is a project development manager review and submit it to the organizing committee for evaluation.
(a), the project application
1, to the Commerce and Industry Bureau of the relevant departments to apply for the establishment of a self-service Western-style restaurant
2, to the relevant departments to negotiate the business license for other business projects.
(B), development preparation
1, the integration of internal affairs
According to the reality of the region, the development of marketing plans, reviewed and approved by a number of parties.
2, business project preparation
The beginning can be contacted with the relevant business of the Western restaurant, *** with the development of the plan design. Contact the local Western restaurant to request services and consulting services. At the same time in the general public to carry out business publicity, with advertising, leaflets, questionnaires to carry out a certain amount of publicity.
Fourth, the industry and the market
The market of the campus economy has a wide range of development areas, the consumer is also very simple consumption, relative to the external market competition to be small, self-employment is simple to small investment. Service to students, should provide the best quality service, first of all, to attract the attention of students' eyes, so that they can patronize the store in the shortest possible time; secondly, is how to achieve the following marketing effects.
(a), the formation of the Western food industry and the development of prospects for analysis
1, with the Western food culture continues to enter the Chinese market, more and more people began to pay attention to the Western food, so this provides a very good market prospects.
2, Western food is the developed countries have been the diet, the formation of the Western food culture, the home of China's food culture also has an impact.
3, to provide support for the development of our food culture to explore.
(2), the degree of demand for Western food analysis
Western food since the beginning of the people's attention, especially in the school college students have a fondness for it, whether it is students or other consumer groups have a great interest in it, so to open a Western-style restaurant is a very promising market. Under the marketing plan developed by the restaurant to carry out humane operation, the use of brand strategy, price strategy and a series of strategies to operate.
(C), the university campus location (Fengyang) market analysis
Western restaurant market analysis
Fengyang area in the continuous development, in order to accelerate its urban construction, Western restaurant can be effectively driven by the characteristics of the rise of food culture and culture.
Consumer Market Analysis
Fengyang area is developing rapidly, and the nearby tourism resources are abundant, which is a potentially large market. Due to the large number of different regions of the population gathered, the choice of food is very different, but the market can provide a relatively single diet, so the market outlook is very good.
(D), the characteristics of Western-style restaurants
1, homogeneity
Currently in many cities, Western-style restaurants are completely a set. Coupled with a relatively single diet, ignoring the characteristics of the service, the development of food culture plays a role in hindering.
2, the pursuit of fashion personalization
Western-style restaurant blind pursuit of gorgeous appearance, fashionable modeling, ignoring the combination of the region's characteristics to operate
The current dilemma:
Our company is currently facing difficulties are: First, the choice of Western-style restaurant; second, the choice of product styles; third, before and after the formal opening of the design of the store name and store decoration, display The first is that the company has a lot of people who are interested in the company's products and services.
First, the choice of stores. A large flow of people in economically developed locations is tantamount to giving us a ladder, put it this way, the traffic brings the market, the market brings the turnover! Our purpose is to benefit from the accumulation of raw funds! To do this it must be a lot of market, can bring the market is the traffic!
And we have to position our customer base to a good, creative products allow people to produce a lot of associations, with this imaginative customer base is a large number of young people and married couples! So you can find this kind of group in the flow of people quite a lot of concentrated stores is also a very good choice! There is an article called store location to make a map of the business district, it is like this:
1. Local residential survey, their location on the map. Study whether their location is in line with the principle of maximum benefit.
2. Based on the map, mark the locations you favor.
3. Draw a business area around the selected location
4. Determine if there are any of your competitors in that business area, weigh each other's strengths, and then decide if you need to change the location.
5. Understand the population, demographic characteristics, purchasing power and other relevant information within the business district to help you understand the customer base.
6. Map out the streets or bus routes that lead to your store to see if customers can get there easily.
Initial strategy:
Do publicity and create awareness.
1, through the flyers, advertising in the surrounding areas to form a certain impact.
2, and some of the Western restaurant cooperation to develop some of the characteristics of the project, for a certain number of residents to provide free tasting activities.
V. Marketing Strategy
1, the choice of market institutions and marketing channels: self-food restaurant is located in the food court around the Western-style restaurants, and a series of fast food restaurants together, and other fast food restaurants are different is a better dining environment and better quality of service. Multi-channel publicity is carried out through advertisements and leaflets.2. Marketing Team and Management:The independent personality of the restaurant staff is respected. Management supervise the work of employees, while employees can also put forward their own opinions or insights to their superiors. Both on the subordinates to feel the discipline of the Western restaurant, but also to care for the staff, so that employees feel the warmth from the collective, which is conducive to strengthening cohesion and improve the enthusiasm for work. Fair treatment, equal treatment, each to the best of their ability to play talent.
3, promotional programs: Western restaurant promotional strategy should be competition-oriented. The restaurant must understand the situation of competitors, compare themselves with the difference between competitors' products and services, on the basis of which to develop specific promotional plans and programs, in the process of implementation of the plan, through the promotion of the restaurant's unique products or business style, to set up a distinctive corporate image.
4, price decision-making: the main low-grade price strategy, in the food color, aroma, taste, service and other aspects of the best, and strive to give customers the maximum enjoyment and psychological satisfaction. For consumers to compare the psychological price, the same kind of food consciously sub-grade, the formation of price series, so that consumers can quickly find their own habits in the comparison of prices in the grade, get to buy to meet.
Six, product production
1, Western restaurant should serve customers for the purpose of providing them with high-quality Western food service, so that customers can have a very clear and deep impression of Western food, more spiritual enjoyment.
2, the restaurant must understand the situation of competitors, compare themselves with competitors' products and services, the difference between the basis of the development of specific promotional plans and programs, in the implementation of the plan in the process, through the promotion of the restaurant's unique products or business style, to set up a distinctive corporate image.
3, the Western restaurant should develop their own special products and unique services, set up a high innovative image among competitors, and learn and learn from their unique features, start a quality service.
4, through the main low and medium price strategy, in the food color, aroma, taste, service and other aspects of the best, and strive to give customers the maximum enjoyment and psychological satisfaction and for consumers to compare the price of the psychological, will be the same kind of food consciously sub-grade, the formation of the price series, so that consumers in the comparison of prices can quickly find their own customary grades, get to choose and buy to satisfy to achieve sufficient Interests.
5, China's Western-style restaurant not only has a long history, and rich varieties, has initially formed a high, medium and low-grade pattern, punch, bubble, steam, boil, bake, fry, fry, can be described as a variety of everything, but it is a layer of unchanged for many years the old face, the lack of freshness of the consumer, especially in the cultural tastes of the too low to keep pace with the development of the trend, therefore, the traditional basis to do do enough to make the new word article to enhance its appeal. New word article to enhance its appeal.
VII, financial plan
(a) the monthly cost of the expenditure table
Expenditure Item Expenditure Amount Remarks
Web site production and publicity costs ￥ 6000?12 months = 500 yuan per month equal share
store rent ￥ 20000. 00 store for about 100 square meters
staff wages ￥ 1500. 00 employees 10
staff wages ￥ 1,500. 00 Employees 10
Taxes and utilities ￥ 9000. 00 Taxes using a flat tax
Decorating costs ￥ 50000?12 months = 1250 yuan decorating using a year to share
Total total expenditure of ￥ 100000. 00
1, business profits
With the actual number of people on the threshold each day, as the Our store site selected in the city's first-class business district of the important channel, mobile population of about 1,000 or more daily, every day the actual number of people can receive orders in about 50 people, according to each single ranging from 20 to 30 yuan, a year of income in the 450,000,000 yuan or so, the overall profitability is still quite substantial.
2, the store monthly break-even point:
Monthly total expenditure of 19060 yuan?50% (gross profit margin) = 29120 yuan (only 29120 yuan per month that is up to the break-even)
Break-even point per day: 29120 yuan?30 days = 970 yuan
VIII. Risks are:
1: small customer traffic
2: high cost of products
Countermeasures:
Taobao Boutique
1: the development of a correct and effective publicity plan, through advertising, flyers and other means of publicity, to improve visibility and increase customer traffic.
2:Timely understanding of the cost of products in the market, develop measures to deal with a variety of high prices and cost increases.
The applicant promises Li xx
I promise: the above statement is true, if there is any false information, willing to bear the corresponding legal responsibility.
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