Model essay on food business plan
Dessert, as a representative of modern leisure food, is being accepted and liked by more and more people, but the current situation of domestic dessert industry is far from meeting people's consumption needs. Looking at the domestic dessert industry, ice cream shops and drink shops under the banner of the United States, Italy and South Korea abound. The varieties are simple and similar, the styles are the same, and there is no connotation and nothing new, which makes people produce it? Dessert fatigue? . China is the dessert capital of the world, and Guangdong is the most important place in China. The profound dessert culture in China has been bred in southern Guangdong for hundreds of years. Chinese desserts are mainly fresh fruits and medicinal materials, which have both delicious and health-preserving effects. The main purpose of this advertising plan is to promote Manchu desserts in northern China and China dessert culture.
Second, the market analysis
1 market overview
With the improvement of people's living standards, the requirements for quality of life are getting higher and higher. Eat? Not only should you eat well, but you should also eat delicious, healthy and fashionable. Therefore, although clothing, food, housing, transportation and other industries are traditional, they are out of date, and because they are closely related to people's lives, there will always be a market. Dessert, as a representative of modern leisure food, is being accepted and liked by more and more people, but the current situation of domestic dessert industry is far from meeting people's consumption needs. Looking at the domestic dessert industry, ice cream shops and drink shops under the banner of the United States, Italy and South Korea abound. The varieties are simple and similar, the styles are the same, and there is no connotation and nothing new, which makes people produce it? Dessert fatigue? . In fact, China is the dessert capital of the world, and Guangdong is the most important place in China. The profound China dessert culture has been bred for hundreds of years in South Guangdong, and the Chinese dessert market in China is very huge. Because of living habits, the main consumers of this product are mostly in the south, while in the north, because of climate, there are not many people who like desserts, usually children and women. Most of them are concentrated in schools, office buildings and near CBD. About 30% of the population. Most of them buy young white-collar workers and spend about once a day, and most students and children spend it once every holiday.
2. Market composition: In the mainland, unlike Hong Kong, there are many kinds of dessert shops, some of which have a certain scale, but most of them are located in southern cities, while the northern cities are only Beijing, with low penetration rate. There is a lot of room for development. However, Xu Liushan, another famous dessert brand in Hong Kong, should soon enter the southern city, so Manji should start opening more branches in the north to increase its market share.
3. Market composition characteristics: the dessert industry is seasonal in the north, and it is cold in winter in the north, so few people eat desserts, so winter is the off-season and the peak season is in summer.
Third, product analysis.
1 product characteristics analysis
Professional raw materials, rest assured. Manji dessert is made entirely of fresh ingredients on the spot, without any preservatives and other substances harmful to human body, as well as medicated diets such as Guiling Ointment. In order to ensure food quality and improve operational efficiency, the Group has established its own central food manufacturing workshop, fruit processing warehouse and logistics transportation fleet, and all production, transportation and sales involved in the operation are handled by itself without any external demand. Accumulated many years of operating experience, the group's operating model has become systematic, including cost control, material selection, production process, quality control, logistics and transportation, product sales and so on. And every detail is meticulous; Products are more innovative, constantly improved and innovated, ensuring to provide customers with the best quality products and maintain market competitiveness. As far as the price is concerned, Manji dessert is a high-end product among similar desserts, but it is directly proportional to its service.
2. Product brand image analysis
Since 1995, Hong Kong Manji Dessert Group set up its first "Manji Dessert" in Saigon District, Hong Kong, it has developed from an early family dessert shop to a chain dessert shop, which is deeply loved by local customers, especially the younger generation in Hong Kong, and highly praised and appreciated by domestic and foreign tourists. "Ji Man Tian Dian" has become a "dessert brand".
Product positioning analysis
In view of the fact that we are facing a group of young new middle-class consumer markets. Manji dessert will take interesting elements as a new starting point, and the appearance of dessert monsters will bring shock to the market.
advertising strategy
Advertising psychological strategy
Get consumers' attention: there is a popular jargon in advertising: if your advertisement can attract people's attention, then the task of selling goods is half done. ? There are five striking principles in advertising: large objects are more striking than small objects; Moving objects are more noticeable than static objects; Color objects attract more attention than black and white objects; A circle is more conspicuous than a square; The protagonist often appears in TV series, or advertises on TV or the Internet, which can be arranged.
2 stimulate consumers' association: objective things are interrelated, and association reflects the interconnection between things. For example, in daily life, people think of warmth when they see a stove, and think of acid when they see red fruit? Advertising needs leap-forward and breakthrough association. Through careful processing of materials, using the internal relations between things, we should arouse consumers' association with advertising goods by analogy, so as to deepen their understanding of goods, stimulate their interest in goods, and form certain attitudes and actions. Colorful fruit pictures in crystal ice can be used to show desserts, which can make consumers feel the cold and cool of ice in hot summer.
(3) Persuade consumers to take action:
Let the consumer think that he needs a full dessert, and let the customer trust a full dessert, with the highest service and high cost performance. Imagine that in the hot summer, the sun is like fire. Three or five friends meet in the dessert shop, order two cups of frozen coconut milk sago, bowls of colorful red bean ice, drink delicious and cool milk tea, and chat while eating to relieve the heat. It can be said that life is proud; In the cold winter afternoon, men and women hide in the dessert house. They want to serve a bowl of smooth sesame paste with two cups of hot lemonade to warm their stomachs and hearts. It is a lucky thing for Sansheng. More publicity about what kind of beautiful life experience Manji can bring to consumers will help convince consumers to consume Manji.
Advertising positioning strategy
The so-called positioning is to set a specific position for your product in the minds of potential consumers. This position is exclusive to your product and other similar products cannot have it.
Product positioning: healthy dessert based on fresh ingredients.
② Market positioning: it faces a group of young new middle-class consumer markets, and tends to be young and fashionable.
(3) Enterprise positioning: With years of operating experience, the operating mode of the Group has become systematic, including cost control, material selection, production process, quality control, logistics and transportation, product sales, etc. And every detail is meticulous; Products are more innovative, constantly improved and innovated, ensuring to provide customers with the best quality products and maintain market competitiveness.
④ Quality orientation: strictly control the quality and hygiene, and strive for 100% freshness.
⑤ Price positioning: The price is on the high side in similar dessert industries.
6 concept positioning: delicious or fashionable.
⑦ Image positioning: In view of the global market strategy, a brand-new dessert vision system came into being, and then it went to the newer Asian market. In view of the fact that we are facing a group of young new middle-class consumer markets. Manji dessert will take interesting elements as a new starting point, and the appearance of dessert monsters will bring shock to the market. ⑧ Functional orientation: leisure and summer vacation.
Pet-name ruby service orientation: high-grade service.
Advertising planning strategy
Market survey: ① investigation of factors affecting market survey and market policies and regulations; ② Market supply and demand and market capacity survey; ③ Market competitiveness survey; ④ Market product survey; ⑤ Investigation of advertising activities.
The questionnaire is designed according to the requirements of simplicity, graduality, representativeness, evaluability and certainty.
Determine the theme of the advertisement
Advertising budget
Creative strategy
Advertising creativity should be based on truth, highlight individuality, see the big picture from the small, simplify the complex, pay attention to literary talent, move people with emotion and win by surprise. There are reverse thinking, analytical synthesis, addition, subtraction, multiplication and division, clever allocation of doubts, free play, brainstorming and so on. Use these methods to design a good advertising idea.
Advertising implementation plan
1, advertising can use a variety of advertising media:
(1) Advantages of newspaper communication: wide communication range, fast communication speed, strong news, high reading rate, strong writing expression, easy preservation and retrieval, and low communication cost. Disadvantages are short timeliness, easy to be ignored by readers, limited understanding, poor color and lack of movement.
(2) Advantages of magazine communication: strong timeliness, strong pertinence, exquisite printing and strong expressive force. The disadvantages are long publishing cycle, low motivation, limited understanding, poor color and lack of movement.
(3) Advantages of broadcast communication: wide spread, fast spread, strong appeal and multiple functions. The disadvantage is that the communication effect is fleeting and the information is poorly stored. Limited by the program sequence, the audience can only passively accept the established content, and the selectivity is poor. Broadcasting only has sound, no words and images, and the audience's attention is easily distracted.
(4) The advantages of TV communication are: the combination of audio and video has good communication effect, strong immediacy, presence, fast communication speed, wide influence, diverse functions and strong entertainment. The disadvantage is that the communication effect is fleeting, the information storage is poor, the record is unchanged and it is difficult to query. Limited by the time sequence and the conditions of venues and equipment, the transmission and reception of information are not as flexible as newspapers and broadcasts. The production, dissemination, reception and preservation of TV advertisements are very expensive.
(5) The advantages of the network are: wide range, transcending time and space, high openness, two-way interaction, personalization, multimedia, hypertext and low cost.
(6) It can also be publicized through outdoor advertising.
2. Effective media combination forms include newspapers and broadcast media, newspapers and magazines, newspapers and television, newspapers or television and postal media, television and broadcast media, postal advertisements and advertisements or posters on sales websites.
3. Advertising budget
The methods of advertising budget mainly include: sales percentage method, profit percentage method, sales unit method, advertising revenue increasing method, sales revenue decreasing method, target achievement method and competitor method.
There are several ways to use advertising budget: by advertising function, by advertising media, by advertising area, by advertising time and by advertising goods.
Evaluation of advertising effect
Advertising effect has the characteristics of indirectness, lag, accumulation, dissipation and compounding.
Several important indicators of advertising effectiveness are: sales, arrival rate, attention rate, memory level, purchase awakening and AEI.
Combined with the characteristics of advertising effectiveness test, the main methods of advertising effectiveness investigation are: (1) sampling survey (2) questionnaire survey (3) interview (4) observation method (5) comparison method.
The analysis of advertising effect mainly starts from two aspects: economic effect and social psychological effect. The analysis of social psychological effects of advertisements mainly focuses on the following aspects: (1) cognitive effect analysis (2) memory effect analysis (3) emotional attitude analysis (4) purchase behavior analysis.
Model clauses of food business plan 2 I. Project overview
Project purpose
? Self-service western restaurant aims at creating high-quality western food culture and serving the public, and strives to open up its own market.
Project name: self-help happy western restaurant
Nature: This project integrates professional services such as home design, house interior design and single-family villa design. At the same time, attract businessmen to invest and create China people's own home design culture.
Construction site: Yuhua District
Market analysis: The college has more than 24,000 teachers and students. According to the survey data, they spend 54.7% more on food, which is why food is also the first choice for school entrepreneurship. The vicinity of commercial street and food street is the gathering place where boys and girls have the most dinners, and those who go occasionally account for 65% of all teachers and students. 8%, currently 40 years old. 2% of teachers and students think that the most lacking service in the school is the dining environment, while the western restaurant suitable for eating and drinking is elegant, comfortable and leisure, which indicates that the western restaurant will be more popular after its opening.
Purpose: Serve the public, operate with high quality, and show different western food cultures to consumers.
Scope: scope:
1. Launched the "Imperial Brand" staple food set meal, which is economical and practical, such as: Thai roast chicken with Indonesian fried rice set meal, green curry pork neck roast pasta set meal, Thai sauce roast eel chicken and so on. And each set meal also comes with (corn, rape cream soup, hot milk tea or frozen lemonade), which is most suitable for campus couples.
2. Western food combined with fast food. For example: steak (steak, pork chop, chicken chops), all kinds of fast food, all kinds of snacks, all kinds of Chinese and western stews, Chinese and western local meals, noodles (spaghetti, rice noodles, etc. ).
3, beauty dessert. For example, stewed eggs with ginger milk and chinese forest frog cream, millet pumpkin sago, millet Rong fresh milk dew, coconut Rong taro sago and other female college students who are most suitable for beauty.
4. Make some cold drinks, hot drinks, snacks and salads according to different seasons. For example: freshly ground coffee, fancy exquisite iced coffee, fragrant milk tea, special flavor tea, natural scented tea, exquisite drinks, freshly squeezed juice, ice cream, nourishing desserts, etc.
Marketing: In the early stage of western restaurant development, our company will adopt brand strategy, price strategy and promotion strategy to implement business plan. It can reduce marketing costs to varying degrees and establish a solid customer relationship. With the development of western restaurants, experiential marketing and online marketing will be expanded.
Financial data: See the column of financial plan.
Registered capital:? One hundred thousand RMB.
Financing method: 50,000 yuan was raised by my former western restaurant shareholders, and 50,000 yuan was a commercial loan.
Organizational concept: take the route of combining innovation with specialty, implement strict systematic and strategic management, and create high-quality food culture.
Organizational culture: dedication and innovation, high-quality management and humanized management.
Summary: The name of Ziqile Western Restaurant is easy to remember, read and listen to. The word "enjoy yourself" can create a humorous personality atmosphere and spread quickly, which meets the consumption needs of consumers in the target market. Furthermore, the font design of the signboard should be elegant and unique; Easy to attract attention. Mainly adopt the strategy of low price, strive for perfection in color, fragrance, taste and service of food, and strive to give customers the greatest enjoyment and psychological satisfaction. In view of consumers' price comparison psychology, we consciously divide similar foods into different grades to form a price series, so that consumers can quickly find their accustomed grades in price comparison and feel satisfied with their purchases.
Two. Functions of management and departments
I) Manager
Huan Li, male, Han nationality.
accountability
1, the store manager is responsible for the comprehensive coordination and management of the work of various departments in the store, urging employees to work, accepting the supervision of the school at the same time, and doing a good job of communication between the western restaurant and the school.
2. Work content: supervise the work of ministers and employees, stimulate the enthusiasm of employees and listen to their opinions. Make comprehensive decisions on the operation of each work. Communicate with the school on behalf of the western restaurant, reflect the opinions and requirements of the employees upwards, and pass on the work required by the school downwards.
② Administrative personnel
Departmental responsibilities
1. Conduct preliminary investigation on the proposed development project, collect and sort out relevant information, and prepare the preliminary feasibility study report of the project.
2. Analyze the western restaurant project and plan the demand.
3. Design the western restaurant project in detail.
4. Make the goal and timetable of the western restaurant.
5. Establish a project management system.
6, responsible for the project process control, cooperate with the manager to control the project.
7. Track and analyze the project development cost.
8. Manage risks and changes in the project.
9, responsible for the project team building.
(3) Chef
The requirements for chefs are very high. He must be flexible and change a unique function every week to attract customers. 6. Participate in the formulation and improvement of the company's cost control measures.
(4), waiter
Departmental responsibilities
Treat guests politely, abide by the system and be proactive. The waiter's main job is to clean the table and the shop. At any time, it is spotless and has no greasy feeling, leaving a deep impression on customers. Part-time employees are responsible for ordering and serving food, and each employee is required to take care of his own hygiene first in order to better serve customers. If there are customers or unclean things or environment, you should deal with them immediately and apologize for changing food or cleaning. If you are not satisfied, you should apologize for accompanying customers.
(v) Market Development Department
Departmental responsibilities
1. Make the annual marketing target plan of the department.
2. Establish and improve the collection, collation, communication and confidentiality system of marketing information.
3. Explain the price, quality and advertisement of the product in detail.
4. Compare and analyze competitors and provide solutions.
5. Conduct market research and analysis on potential consumer groups.
Three. R&D
The project development department makes detailed development project plans according to market conditions, national policies and urban construction conditions. After being reviewed by the project development manager, it will be submitted to the organizing Committee for review.
(1) Project application
1. Apply to the relevant departments of the Administration for Industry and Commerce for setting up a self-service western restaurant.
2. Negotiate the business licenses of other business projects with relevant departments.
② Preparation for development
1, internal transaction integration
According to the actual situation in the region, make a marketing plan, which is recognized by many parties.
2. Preparation of commercial projects
At first, we can get in touch with western restaurants with related businesses and make plans and designs together. Contact the local western restaurant for service and consultation. At the same time, we will carry out business publicity among the general public, and carry out certain publicity through advertisements, leaflets and questionnaires.
Four. Industry and market
The market of campus economy has a wide range of development fields, and consumers are also very simple in consumption. Compared with the external market, there is less competition, simple individual operation and less investment. To serve students, we should provide the best service. First of all, we should attract students' attention so that they can visit our store in the shortest time. Secondly, how to achieve the following marketing effects.
(1) The formation and development prospect of the western food industry.
1. With the western food culture continuously entering the China market, more and more people begin to pay attention to western food, which provides a good market prospect.
2. Western food is an existing eating habit in developed countries, which has formed the western food culture and influenced the family food culture in China.
3. Provide support for the development of food culture in China.
(B), Western food demand analysis
Western food has attracted people's attention from the beginning, especially college students, both students and other consumer groups are very interested in it, so opening western restaurants has great market prospects. Under the marketing plan formulated by this western restaurant, it carries out humanized management and uses a series of strategies such as brand strategy and price strategy to operate.
(C), the location of the university campus (Fengyang) market analysis
Market analysis of western restaurant
Fengyang area is developing continuously. In order to speed up its urban construction, western restaurants can effectively promote the rise of distinctive food culture.
Consumer market analysis
Fengyang is a potential market with rapid urban development and rich tourism resources nearby. Because a large number of people from different regions gather together, their choices of diet are very different, but the available diets in the market are relatively single, so the market prospect is very good.
(D), the characteristics of western restaurants
1, identity
At present, in many cities, western restaurants are completely routine. In addition, the diet is relatively simple, ignoring special services, which hinders the development of food culture.
2, the pursuit of fashion personalization
Western restaurants blindly pursue gorgeous appearance and fashionable modeling, ignoring the combination of local characteristics to operate.
Current dilemma:
The difficulties our company is facing at present are: 1. The choice of western restaurant; The second is the choice of product style; Three, before and after the official opening design shop name and shop decoration, display, publicity and management methods.
First of all, the choice of shops. The location with a large flow of people and developed economy has given us a ladder. Let's just say that the flow of people brings the market and the market brings the turnover! Our aim is to benefit and accumulate original funds! To do this, we must have many markets, and what can bring the market is passenger flow!
In addition, we must accurately locate our customer base. Creative products have many associations. Imagine that such a large customer base belongs to young people and married couples! Therefore, it is also a very good choice to find shops with concentrated groups in areas with considerable traffic! There is an article called "Shop Location Making Business Circle Map", which reads as follows:
1。 Investigate the local living conditions and mark their locations on the map. Study whether the site selection is in line with the principle of best interests.
2。 Mark your favorite place according to the map.
3。 Draw a business scope around the selected location.
4。 Determine whether there are competitors in the business circle, weigh their advantages, and then decide whether it is necessary to change their positions.
5。 Understand the population, demographic characteristics, purchasing power and other related information in the business circle to help you understand the customer base.
6。 Draw a street or bus route that can walk to your store to find out whether customers can easily reach the store.
Initial strategy:
Do a good job in publicity and make a name for yourself.
1, which has a certain influence in the surrounding areas through leaflets and advertisements.
2. Cooperate with some western restaurants to develop some special projects and provide free tasting activities for a certain number of residents.
Verb (abbreviation of verb) market strategy
1. Choice of market organization and marketing channels: Ziqile Western Restaurant is located around the food street and connected with a series of fast food restaurants. Different from other fast food restaurants, it has a better dining environment and better service. Multi-channel publicity through advertisements and leaflets. 2. Marketing team and management: respect the independent personality of catering personnel. The management supervises the work of employees, and employees can also put forward their own opinions or opinions to their superiors. It is necessary to let subordinates feel the strict discipline of western restaurants, but also to care about employees and let employees feel the warmth from the collective, which is conducive to strengthening cohesion and improving work enthusiasm. Fair treatment, equal treatment, from each according to his ability, give full play to his talents.
3. Promotion plan: The promotion strategy of western restaurants should be competition-oriented. Restaurants must know the situation of competitors, compare their products and services with those of competitors, and make specific promotion plans and schemes on this basis. In the process of implementing the plan, they can establish a distinct corporate image by promoting their unique products or business styles.
4. Price decision-making: We mainly adopt the strategy of middle and low prices, strive for perfection in color, fragrance, taste and service of food, and strive to give customers the greatest enjoyment and psychological satisfaction. In view of consumers' price comparison psychology, we consciously divide similar foods into different grades to form a price series, so that consumers can quickly find their accustomed grades in price comparison and feel satisfied with their purchases.
Six, product production
1. Western restaurants should aim at serving customers and provide customers with high-quality western food services, so that customers have a very clear and profound impression on western food and enjoy it spiritually.
2. Restaurants must know the situation of competitors, compare their products and services with those of competitors, and make specific promotion plans and schemes on this basis. In the process of implementing the plan, they will establish a distinct corporate image by promoting their unique products or business styles.
3. Western restaurants should develop their own unique products and services, establish a highly innovative image among competitors, and provide high-quality services with reference to their unique characteristics.
4. By adopting the strategy of middle and low prices, we strive to be perfect in the color, fragrance, taste and service of food, strive to give customers the greatest enjoyment and psychological satisfaction, and consciously classify similar foods according to consumers' price comparison psychology to form a price series, so that consumers can quickly find their accustomed grades in price comparison and get satisfaction in purchase to realize full benefits.
5. Western restaurants in China have a long history and rich varieties, and have initially formed a pattern of high, medium and low grade. Their cooking, soaking, steaming, boiling, roasting, frying and frying are varied, but they are all the same old faces for many years. Consumers lack freshness, especially their cultural taste is too low to keep up with the development trend. Therefore, they should do so on the basis of tradition.
Seven. financial plan
(1) monthly expense report
Remarks on expenditure amount of expenditure items
Website production and publicity costs 6000 yuan? 12 months =500 yuan is divided into monthly averages.
The store rents 20,000 yuan. 00 storefront is about 100 square meters.
The employee's salary is ￥ 1500. 00 employees 10
Taxes and utilities are 9000 yuan. 00 tax adopts fixed tax.
The decoration fee is 50 thousand yuan? 12 months = 1250 yuan. Share within one year after renovation.
The total expenditure is 100000 yuan. 00 yuan
1, business profit
Based on the actual threshold number of people per day, because our store is located in the important passage of the first-class business circle in our city, the daily floating population is about 654.38+million, and the actual number of people who can take orders per day is about 50, ranging from 20-30 yuan per order. The annual income is about 4.5 trillion yuan, and the overall profit is still considerable.
2. The store's monthly breakeven point:
The total monthly expenditure is 19060 yuan? 50% (gross profit margin) =29 120 yuan (only 29 120 yuan will break even every month).
Daily breakeven point: 29 120 yuan? 30 days =970 yuan
Eight, venture capital and countermeasures
The risks of western restaurants mainly include:
1: small passenger flow
2. The product cost is high
Countermeasures:
Taobao boutique
1: Make a correct and effective publicity plan, and publicize it through advertisements, leaflets, etc., so as to raise awareness and increase passenger flow.
2. Understand the cost of products in the market in time, and formulate measures to deal with all kinds of high prices and rising costs.
The applicant promises Li xx.
I promise that the above statement is true, and if there is any false information, I am willing to bear the corresponding legal responsibility.
& gt& gt& gt The next page is model essay 3 of food business plan.
Guangxi people are not convinced!