Presentation on theme: "Contents Business Consideration Religions Employment Infrastructure Pollution control Water Resources Legal Environment Publishing Industry Social Customs."— Presentation transcript:
Contents Business Consideration Religions Employment Infrastructure Pollution control Water Resources Legal Environment Publishing Industry Social Customs Location plan Market Situation Competitive Situation S.W.O.T Marketing Objective Financial Objectives Product Line Marketing Research Insurance Press Kit Financial analysis
Our groups idea is about a Japanese Buffet Restaurant. We plan to open our restaurant on West Nanjing Rd in Shanghai. Its a very famous shopping mall in Shanghai. So there have enough customer resources.
Mission Statement Propagandize healthy,fresh and nutritional food of the culture,and become the most popular Japanese buffet restaurant in shanghai
The people`s republic of china is the full official name,the capital o china is Beijing.It has a land area about 9.6 million square kilometers and it is one of the largest countries in land size in the whole world.
Population and density Location:Eastern Asia,bordering the East China Sea,Yellow ea,between north Korea and Vietnam Area-comparative:slightly smaller than the US Irrigated land:498,720 sq km
The 4th Nationwide Census taken in 1990 showed that there were 182 million illiterates over 15 years old in china.The illiterates accounted for 22.23% of the total and the illiterates among middle-aged and young group.
Religions The three main religions in china are Buddhism,Taoism and Confucianism.Confucianism looks for perfect humanity in the world.Taoism looks for universal unity. People sought happiness,good health and prosperity by worshi ping and appeasing the spirits.
From a linguistic point of view of our 56 national language belong to the five major speaking:Chinese- speaking,industry speaking, South Asia. In addition, the Korean language and Beijing are yet to be determined is.
Educational System Pre-school education for the 3-5 years old children in kindergartens. Primary education for 6-11 years old children Secondary school provided to years old children. Higher education constituted by those for vocational college students,undergraduates,p ostgraduates and doctorial students.
Economic system Economic restructuring is one of the main aspects pf China`s reform.In the first 30 years after the founding of the PRC,the Chinese government carried out a system of planned economy,and targets and quotas for various spheres of economic development were all set by the special planning committeesof the state.
Real estate value To some foreign companies, doing business in China is very difficult. Besides the language and cultural difference, the concerns facing foreign businesses may range from the not-so-transparent laws and regulations.
Economic plan for prosperity Chinas legislature on Tuesday endorsed a government plan calling for lower-than-expected 8 percent economic growth in 2006, while Premier When Jiabao rebuffed speculation over further currency adjustments.
Employment Employment has a vital bearing on the peoples livelihood. It is the fundamental prerequisite and basic approach for people to improve their lives. while Premier When Jiabao rebuffed speculation over further currency adjustments.
Ten years ago, most Chinese people had never seen a mobile phone. Today, however, 150 million Chinese people own a mobile phone.
Environmental Protection/Conservation Measures The choice of implementing a sustainable development strategy. Chinas modernization drive has been launched in the following conditions: the country has a large population base, its per-capita average of natural resources is low, and its economic development as well as scientific and technological level remain quite backward.
Pollution control The Communist Party of China (CPC) has called for more efforts to prevent and control pollution with aim to reverse the deterioration of the environment and ecology in the coming five years, according to a document released here Tuesday.
The China Animal Society promotes research and academic exchange on animal protection. The China Association for Wild Animal Protection and the China Association for Small Animal Protection are national network of activists in this field.
Sustainable Marine Development Strategy Rational Development and Utilization of Marine Resources The Protection and Preservation of the Marine Environment The Development of Oceanographic Science, Technology and Education
Water Resources A national comprehensive survey on Chinas water resources will be completed by 2002, a water official said Wednesday.
Air quality and protection measures In an effort to reduce air pollution in Beijing, the municipal government in 1999 ordered city vehicles to convert to liquefied petroleum gas and natural gas. By 2002, Beijing had the largest fleet of natural gas buses in the world-a total of 1,630 vehicles.
Constitution &legal system Chinas legal system includes laws of seven categories: 1.The Constitution and related laws 2.Civil and commercial laws 3.Administrative laws 4.Economic laws 5.Social laws 6.Criminal laws 7.Litigation and non-litigation procedural laws
Peoples courts Local peoples courts The High Peoples Courts The Intermediate Peoples Courts The Primary peoples Courts The special peoples Courts
Hierarchy of Chinese system of Law Strictly speaking, Chinese legal hierarchy can be classified into 7 different levels of law, namely, the constitution, the national laws, the administrative regulations and he provincial or local regulations. The legal authority of there legal prescriptions descends accordingly.
Over view The Chinese government is aware that intellectual property right protection is a key for attracting foreign investment in IT industry. Both local and foreign intellectual property owners continue to suffer from widespread intellectual property rights violations Legal Environment
The internet has become a spectacle in the Chinese society. In the last 10 years Chinas internet has grown a marginal industry to a mainstream and still continues to gain ground in the society. It started from scratch on a non-existent market and seems to be expanding to the limitless.
Publishing Industry China has seen a marked development in its publishing industry in the period, with the publication of a large number of well accepted, high quality cultural products. According to the official, China has been exerting continuous efforts to curb the production, sale and circulation of pornographic publications and has started a special campaign to crack down on Falun Gong publications, and has achieved a good results.
Social Customs Chinas different peoples have developed individual customs regarding food, clothing and etiquette, in response to their own particular environments, social conditions and levels of economic development.
It is one of the most important socio-economic system for a country in modern times. To establish and improve a social security system corresponding to the level of economic development is a logical requirement for coordinated economic and social development. It is also and important guarantee for the social stability and the long term political stability of a country.
4. What is your occupation____? A. White collar B. blue collar C. student D. others We are going to locate our restaurant in an area that more people can notice. So we chose Xujiahui to do marketing research.
7. How often do you eat outside? A.Every day B.once per week C.once per month D.others We will know how many people will go our restaurant have meal every day through this question. According to the answer, we know how many food we should prepare everyday, that we have enough food supply for customers.
8. Do you like buffet? A. Yes B. No Yes or noyesno percent7525 This is a basic question for marketing research because we must know people like buffet or not. The result we get were quite good.
Location plan Specific location in Shanghai Our sakura Japanese buffet restaurant will be located in Shanghai Meilongzhen Plaza. It is a very famous department store in Shanghai. It locates on the 4th floor of this building. So it will be very convenient for custoemr to find our restaurant. And around west Nanjing Road, there are a lot of business buildings. Therefore I am sure we will have enough customer resources.
Market Situation Shanghai has been China's centre of commerce and an internationally-famous metropolis for the past hundred years. Its food and restaurant industry, in particular, has attracted outstanding chefs and connoisseurs to its doorsteps, each contributing his valuable expertise and opinions.
Competitive Situation Atmosphere Sanitation Condition Service Attitude Price Taste
Atmosphere Graceful environment and well-equipped facilities always make every customer feel satisfied.
Sanitation Condition In order to make every customer have the food safely, the restaurant keeps sanitation being the most important thing.
All waiters have accepted a good training they serve every customer with the principle-Customer is God.
Price Every customer can learn the price every kind of food clearly. Compared with other restaurants, here may be the lowest which can be met the expenditure of the customers on different layers.
Taste They have many senior cooks, supply different tastes for different people.
S.W.O.T StrengthWeakness OpportunityThreats
Strengths Our restaurants' raw materials are all imported from Japan directly Our sashimi use the best materials in Japan The cooks of our restaurant are all Japanese, so we can provide the best Japanese food to our customers Our food is the most fresh of other Japanese restaurants in Shanghai
Marketing weakness 1. Our restaurant is a new Japanese restaurant, so we dont have consumers basic. 2. Shanghai has many Japanese restaurants, so we have many competitors in shanghai.
Cost weaknesses 1.our restaurant is neat the plaza 66, so the rent is expensive. 2. We dont have multiple shops, so cant stock too much every times also cant debase stock cost.
Price weakness our restaurants price is RMB/people. More expensive than other Chinese restaurants. For example: Takumi, dayu and haizhixing, these Japanese restaurants are famous in shanghai, but theirs price is little same as us. So our price dont have strong competitive.
Opportunities Consumers are disappointed with the competitors not fresh foods Consumers are showing increased interest in Japanese buffet Consumers are showing increased interest in Japanese culture More and more Japanese come to Shanghai for living or working, for example there are about people are extended living in Shanghai and the floating people is about
Threats Firstly: There have many Japanese restaurants in shanghai. So our restaurant has many competitors. Secondly: One of the reasons is history. Because the history. Many Chinese do not like Japan. They hate Japanese very much. Thirdly: Our restaurant is near the heng long Plaza. There have many company, people in there is rich. Near heng long Plaza have more than hundred restaurants.
Marketing Objective For a new Japanese cafeteria, we do not have any advantages compare with other Japanese cafeterias, but also want to have the advantage, in order to capture the cafeteria market. There are over 40 brands of Japanese cafeteria in shanghai. We plan to open 4-5 Japanese cafeteria, at least 3 in shanghais from 2006 to The growth rate is opening 1-2 cafeterias/a year. The market share will reach to 8% of the market, at least 5% in the 2010.
Financial Objectives Our restaurants must earn an annual rate of return on investment over the next three years of 30% over taxes. The first six months we should produce our net profits of 300,000 RMB. And every next six months we should increase the net profits over 5%. The first three months we should make our customer volume reach about 150 people every day. And every next three months we should increase our customer volume over 10%.
Targeting We decided: Our main customers are white collar and Japanese. Their age is about 20 to 35. Why we choose white collar and Why we choose Japanese.Why we choose white collar Why we choose Japanese
Our restaurant is near heng long Plaza, there are many shopping centers. This place is popular in Shanghai. Many people like go there shopping. There have many foreign companies. Lots White collar work in here. Because they work hard, they do not have times to cook. They always eat outside. Why we choose white collar
Why we choose Japanese Because of Shanghai have many Japanese. Japanese do not like eat Chinese, they want to eat Japanese foods. Our restaurant foods taste has not lost native country, and the atmosphere, the mood and feeling very Tokyo.
Positioning Our restaurants positioning is the only Japanese restaurant which provides the real Japanese food in Shanghai. Our buffet provides the most fresh seafood which all imported from Japan directly. And we also choose the best suppliers in Japan to deliver the best raw materials in Japan to our restaurant.
Product Line There are three thing Food Environment Entertainment
Staple food: fried noodles, fried rice, rice roll,etc Dessert: cheese cake, matches cake, tiramisus, pudding, chocolate cake, (about 15 kinds) etc. Fried: tempura( about 10 sorts) Yakimono (BBQ): fish, beef, pork, chicken, shellfish, mutton chop, etc. Sushi: more than 20 types Food
Environment 7 VIP rooms with 2 small rooms which can let 5 people sit together and 5 big rooms which can let 10 people sit together we divide our hall into smoking area and non- smoking area then customers can choose where to sit our restaurant's hall can contain approximately 200 people to have meal together
we invite Japanese traditional dancer to perform during the dinner time there is a Children area in our restaurant which can let customers' children have fun there in some festivals and holidays there will be some Japanese singer sing in our restaurant Entertainment
Price Price policy: Below the average market price. Explain: The main consideration is our target market and position. If a new restaurant wants to share the market, the price must below the average market price.
After-sales Service The detail contents are: 1. How to get the invoice. 2. How would you can become the VIP 3. How to pay the money via internet and the safety of this way to pay the money. 4. Customers feedback
Advertisings We put the advertisements on the website is The reason we make the advertisement on the Internet is that this website is famous in shanghai and they often introduce some famous restaurants and some good place to have the dinner. The newspaper: that we put our advertisement in shanghai morning post.
Sales promotion There are two promotion we used: Voucher Discount
attract the customer that goes to our Japanese cafeteria in the half an hour. Make people know with quickest time that our Japanese cafeteria has opened. If voucher can take back all, we will get immovable income from the vouchers. And when customer have a meal in our restaurant and approve of our foods and services, they will have a meal in our restaurant again. Voucher
Discount Every people all like to have a VIP card of a company which they want consume to. This promotion can help a company have a fixed income. We open the VIP card function is want to attract more and more customers and hope they can consume in our restaurant again and again.
Marketing Research Market Research Problem: In this market research, I want to find the most welcomed Japanese restaurant by customers in Shanghai. Market Research objective: From this research, we can learn the advantages of this most welcomed Japanese restaurant in Shanghai, and improve our restaurants food and service.
Legal Considerations Restaurant License Application Process Food License Special law in our industry
As defined by regulations of the Shanghai Dept. of Health and Social Services, a restaurant is any building, room or place where meals are prepared, served or sold to transients or the general public, and all places used in connection with the building, room or place and includes any public or private school lunchroom for which food services is provided by contract. Restaurant License
Food License A food license is required for the sale of any edible substance. Fees are determined by gross annual food sales as follows: 240RMB if gross annual food sales are less than 160,000RMB; 480RMB if 160,001RMB- 240,000RMB.
To shore up food supply security and protect against terrorist threats, the China Food and Drug Administration on December 6 issued final rules for the establishment and maintenance of records relating to food. Under Section 306 of the 2002 China Act, the secretary of the Department of Health and Human Services was charged with issuing regulations requiring persons who manufacture, Special law in our industry
Its coverage includes loss to real property, personal property and loss of revenues. The scheme not only can protect against wind, flood and earthquake perils, but also protect against outbreak of infectious diseases, food poisoning and the terrorism such as murder or suicide, actual. Property Insurance
A direct consequence of occupational injuries caused harm to the life and health of workers, and the mental suffering and economic losses of workers and their family members caused by this consequence. It means the right to life, health, survival and labor of workers was been affected, damaged or deprived.
Hospitalization insurance When employees fall ill or injured can have medical services or financial compensation from state or society. Then they will not have to worry about their daily work.
It is for employees compo. The insurance pays the damage by the staff meet the accident during the working time at the hotel. It protects both restaurant and employees to reduce the loss and risk.
This present is for our customers, we give this free gift to our customers because we want help us to promote our restaurant to their friends and families. We will put our logo on the casing of the present, and according to different season or festivals we are going to change our present.
Initial Balance Sheet
This graph the major content is our sales situation at three years, now we can see the sales is have increase trend, and the 2008 year to 2009 year the increase speed is faster than 2007year to 2008 year.
Projected Cash flow Statement The following chart illustrates our monthly cash flow for years The table shows three years of annual totals. First year monthly figures as presented in the appendix.
The balance sheet is a basic for scale the business financial. So we choose the four items form the balance sheet. These four items are typical information.
Financial ratios are useful indicators of a firms performance and financial situation. In the following, we will choose some key items: Return on assets Return on equity Gross Profit Margin Net Profit Margin Inventory Turnover
Break-even of 2007 Break-Even Quantity units1836 Break-Even Sales RMB91800 Margin of Safety units RMB % of sales 98.58
Break-even of 2008 Break-Even Quantityunits2177 Break-Even SalesRMB Margin of Safetyunits Margin of SafetyRMB Margin of Safety% of sales98.35
Break-even of 2009 Break-Even Quantity units2405 Break-Even Sales RMB Margin of Safety units RMB % of sales 98.27
Organizational Chart General Manager HR Department Director Driver Employees Logistic General Accountant Accountant Sales Department Director Assistant
Group member Name: Leila lu Age: 23 Position: General Manager
Group member Name: Zoe Qin Age: 18 Position: HR Department Director
Group member Name: Cici Ying Age: 21 Position: General Accountant
Group member Name: Andy Chen Age: 21 Position: Sales Department Director