21209-1E 1

“A Healthy Fast Food Shop”

By JACG

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Contents

VINCE? Business Overview Organization Structure Products & Services Product Differentiation The Overall Market Change in the Market

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Contents (cont.)

Industry Overview Nature of Competition Changes in Industry Primary Competitor Key Competitive Capabilities Key Competitive Weaknesses

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Contents (cont.)

Opportunity Threats Advertising Promotion Consumer Promotion Trade Promotion Business Promotion

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Contents (cont.)

Short Term Strategy Mid Term Strategy Long Term Strategy Sharing Section Q&A Section

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VINCE?

V = Variety I = Innovation N = Nutrition C = Credit E = Environmentally Friendly

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Business Overview

Fast Food Shop Mainly Provide Health Meal Mission: Gift of Health Location: Kwai Fong Metroplaza

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Organization Structure

P urchasesDepartmentGary W ong

SalesDepartmentC onnie Tang

P roduc tionDepartment

Jack To

Human R esourcesDepartmentAlex W ong

R esearch andD evelopment

Jack To

Financ ia lDepartment

M riabell C heung

C hief E xecutive O ffice rTony C han

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Products & Services

Healthy Meal and Drinks– “Three Low, One High”– Fruit Juice

Tailor-made Menu– Professional Nutritionist Advise

Lecture & Workshop– E.g. Cookery Lesson

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Products & Services (cont.)

Free Delivery– School Lunch & Nearby

Party– E.g. Birthday Party

Ordering Service– Large Package of Food

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Product Differentiation

Health Meals & Drinks – provide a health & fresh meals ~‘Three

Low, One High” Nutritionist to design meals Trains employees to treat the customers

politely

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The Overall Market

Our fast food shop will establish in Kwai Chung – core group of customers :students, worker

s, household

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Change in the Market

From blue-collar workers to the white-collar class

build housing, increase potential customer.

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Industry Overview

About 130 restaurants in Kwai Chung 8 different types restaurants in the

– Kwai Fong Metroplaza

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Nature of Competition

Monopolistic Competition– Many Competitors (27 Restaurants within

this plaza) Free to Entry Differentiated Products

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Changes in Industry

Change in Price– High Price ~> Low Price

Change in Style– Chinese Restaurant ~> Fast Food Shop

Change in Eating Style Application of High Technology

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Primary Competitor - Lunch

5 Fast Food Shops Rhine Restaurant Saint’s Ape Restaurants Hui Lau Shan

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Primary Competitor - Dinner

4 Fast Food Shops Rhine Restaurant (維苑餐廳 ) Porto Restaurant (波濤餐廳 )

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Key Competitive Capabilities

Quality food– Serve freshly, high quality, popular cuisine

Quality service – Friendly service ; training and supervision

employees Professional service

– Expert of nutrition create a health menu

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Key Competitive Capabilities (cont.) Provide fresh food Short traveling time

– Time arrangement to transport the lunch-boxes to the school

Protect the environment – Use residue of sugarcane instead of

plastics

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Key Competitive Weaknesses

Net profit may be decreased – Using fresh food, increases our production

cost. Culture of “VINCE” is not strong

– Awareness of the healthy eating habits. Expenses of Nutritionist is high

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Opportunity

First in Kwai Chung market Demanding products and services School nearby is our potential customer

s

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Threats

The price of products and services cannot be too high.

Even our stuff are lack of organization culture to perform word to mouth.

Potential competitor will enter the market to reduce our share.

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Advertising

Short Term – Leaflet – Fax

Middle Term– Magazines

Long Term– TV Commercials

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Promotion

Consumer promotion, Trade promotion and Business promotion.

Aim: Increase sales – To inform consumers about our services – To persuade consumers ~ offers the best

quality healthy food

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Consumer Promotion

Coupons – Give leaflets , provide electronic point-of-

sale coupon Premiums

– Notebooks, free pens, stationary with the logo for the frequent-buyer

Loyalty Marketing Programs – Loyal consumers are rewarded.

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Trade Promotion

Discount – A discount for frequent-buyer

Free Merchandise – With the logo to the middlemen ~school to

buy certain quantity

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Business Promotion

Trade Shows – Attend a Food Festival , show product – Introduce our services & image – provide

health food, meet new customers.

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Short Term Strategy

20% Market Share in Kwai Fong Our Restaurants more popular in Kwai

Chung

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Mid Term Strategy

Further Expansion in Other Districts– E.g. Mong Kok, Yuen Long, Sha Tin and C

entral…… Establish a Fast Food Factory Provide Delivery Service in other Distric

ts

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Long Term Strategy

Franchise Stores Expand the Size of Food Factory Provide Lunch Box delivery service

everywhere

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Sharing Section

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Q&A Section

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The End