I. Feasibility analysis
At present, there are two opinions about the origin of hot pot: one thinks that it was in the Three Kingdoms period or Yang Di era, and when? Copper tripod? It is the predecessor of hot pot; The other is that hot pot began in the Eastern Han Dynasty, among the unearthed cultural relics? Fight? It means hot pot. It can be seen that hot pot has a history of 1900 years in China. Chongqing hot pot is recorded in Zuo Si's Sandu Fu. It can be seen that its history is at least 1700 years.
1. Generally speaking, there are only three kinds of hot pot. The first kind of soup is light, mainly raw slices, and dipping plays an important role. Mutton hot pot and Guangdong-style edge sealing furnace are the most representative. The second is that the materials in the pot are cooked, such as casserole fish head and mutton stove. Fire is only used to keep warm and scald vegetables. The third is that the ingredients in the pot are cooked, and even the dishes don't need to be scalded. Fire is completely used for heat preservation, just like cauldrons, such as Buddha jumping over the wall and Fuxing pot.
2. Hot pot is suitable for people to eat. Hot pot is not only delicious, but also contains the connotation of food culture, which adds elegance to people's taste. When eating hot pot, men, women, children, relatives and friends sit around the steaming hot pot, hugging and waving their hands. It feels very warm and full of warm and harmonious atmosphere, which is very suitable for the traditional culture of China.
3. Advantages of hot pot Most of the raw materials of hot pot are fresh seasonal vegetables, so the price is cheap. According to the needs of different consumers, their tastes are divided into three types, namely red flavor, white flavor and Yuanyang pot, which are suitable for young, middle-aged and elderly consumers. Because of its spicy taste, hot pot makes people want to stop, its cheap price is accepted by mass consumers, it is very popular because of its lively atmosphere when enjoying, and it spreads rapidly because of its rich nutrition.
Second, market positioning: target market: the main body is the public who pay more attention to their own health.
? Master Zhu bone pot? Positioning in the high-end pot consumer market.
Third, marketing strategy.
1, product development strategy: implementation? What are the characteristics of two assistants grasping a center? Product development strategy based on.
2. Direct selling+franchise chain strategy: After having certain brand expansion ability, it will develop in the direction of direct selling+franchise chain.
3. Brand marketing strategy: be a strong brand and strive to develop into a well-known catering product in domestic and foreign markets.
4. Market entry strategy: adopt a multi-faceted and three-dimensional marketing strategy to continuously introduce new ideas and attract consumers. Fourth, organization and management:
The initial organizational form of the company will be a flat functional department system and the general manager responsibility system will be implemented.
The general manager consists of human resources department, finance department, marketing department, franchise department and material purchasing department. When exploring external markets, we will adopt the responsibility system of regional managers.
In neighboring cities, the Yangtze River Delta and other regions to open their own branches.
Verb (abbreviation for verb) department responsibility
1. The general manager presides over the overall daily operation and management of the company and organizes the implementation of the company's important resolutions; Formulate the company's development plan, development strategy and annual business indicators.
Deputy General Manager:
Participate in the daily decision-making of the assistant general manager, and be responsible for the formulation of meeting management essentials, meeting audit, document receiving and dispatching management regulations, employee improvement suggestions, health management guidelines, employee dress and other regulations. (This part is complicated, so it should be reflected in the form of a process to form specifications and standards for easy copying). Direct store manager: responsible for the daily operation and management of the direct store as a whole, and establish a good development relationship with the head office.
2. Human Resources Department
The part of human resources is daily personnel management (including managing and supervising the implementation of employee code, evaluation of incentive effect, salary management, etc.). ), employee training (skills training for on-the-job employees, pre-job training for new employees, corporate culture training for employees, etc. ), as well as staff selection and recruitment (including training and joining overseas trainees).
The head of human resources department is mainly responsible for the daily management of employees, including standardizing salary and performance; There is a director of training department, who is mainly responsible for establishing training institutions, combining training materials and designing training courses; Organize staff training. There is also a director in charge of recruitment management, responsible for the selection, recruitment, selection and training of overseas trainees.
3. Sales Department
The core concept of our marketing department is to build a brand and serve brand promotion. Match? Brand promotion? ,? Commercial promotion as a supplement? In view of the regional uncertainty and variability of business promotion, the department will adopt the methods of planned business promotion and temporary promotion, public relations and advertising promotion. At the same time, it helps franchisees to investigate the market, unify the brand image and choose a reasonable location.
4. Financial Management Department
The financial management department is mainly responsible for the management of enterprise capital movement and value form, and it realizes the management of enterprise physical objects through the management of value form. Financial management runs through all aspects of enterprise management, and its content is the overall management task of enterprise fund raising, utilization, investment and distribution, and it is responsible for controlling the approval, distribution, settlement and assessment of funds of various units within the enterprise.
Step 5 join the management department
The department has a director of the franchise department, who is mainly responsible for the reception and development of individuals or enterprises joining, as well as the management of franchisees. Information hardware construction, communication between enterprises and the government, communication between headquarters and storefronts, and communication between storefronts.
The core of control management department is supervision and guidance. The headquarters supervises the business activities of each store and guides it to develop in a direction consistent with the development concept and direction of chain stores.
Regional managers are set up under the provincial branch management organization, and major administrative resources such as logistics deployment, assistance in operation, special guidance and participation in planning are allocated to subordinate affiliated enterprises through the branch management organization. (The city shall set up an exclusive office to fully guarantee the exclusive monopoly of the franchised enterprise on the local market, and send professional managers to help develop the market under its jurisdiction according to the predetermined goal. )
6. Material Purchasing Department
Mainly responsible for the purchase of materials in direct stores and the supply of some special materials in franchise stores. Choose,
Establish and train suppliers in various regions and establish supplier database.
Strategic goal of intransitive verbs:
Create the first brand of hot pot with China characteristics.
Seven. marketing center
Main brands: bone pot, chicken pot, old duck pot, fish head tofu pot,
Special flavor: local special flavor, nourishing and beautifying.
Dining environment: sanitary, warm,
Eight, enter the market strategy
The promotion of influential local newspapers and magazines
Street signs and light box advertisements
Cooperate with local radio stations to promote the online marketing of the program "Gourmet-Hot Pot Catering" and issue coupons.
Nine. Budget analysis
1. Due to the seasonal influence of business objects, the company generally has 7 months of normal sales every year.
In the other five months, we can make ends meet. In view of this, the budget analysis is divided into two parts: one part is the company's budget for seven months, and the other part is the company's budget for another five months. 2. In the case of market differential pricing, our company judges that there will be some differences in the sales revenue of hot pot in each market, but in terms of the average sales revenue in a large range, it will maintain a general balance. Therefore, the unified forecast is that the monthly income of a single store is 350,000 yuan in the first year, and it will increase by about 10% in the second year compared with the first year, that is, the monthly sales income of a single store is 385,000 yuan. Since the second year, the monthly sales revenue of a single store has remained unchanged.