1. Marketing Finial Examination: Take Home Final Exam. Student name: John William Service Unite: Department of Biomedical Engineering of Yuanpei University Student number: 941064 Date: 2008/06/05 The Study on the Marketing Analysis of the Curbside Restaurant of Rice Balls. John William Student number: 941064 Department of Biomedical Engineering of Yuanpei University

2. Agenda Introduction Marketing Plan Method Products —“ Rice balls and Drink ” Manufacture processes Marketing Plan of the Study Case Pricing Analysis and a Break-Even Calculation Conclusion

4. Marketing Plan Method Executive summary Current marketing situation Market description Benefits and product features Product review (Write down the table of Segment Needs and Features/ Benefits of products as shown in Table 1) Competitive review(Write down the table of “ Selected Competing Products and Pricing as shown in Table 2) Distribution review Strengths, Weaknesses, Opportunities, and Threat Analysis (SWOT Analysis) (Write down “ SWOT Analysis Table ” as shown in Table 3) Objectives and issues

5. Marketing Plan Method First-Year Objectives Second-Year Objectives Issues Marketing Strategy – Marketing Mix a. The primary consumer target b. The Secondary consumer target c. This segment can be described demographically by age(__ to __) and some status. Positioning Product Strategy Pricing Strategy Distribution Strategy Marketing Communication Strategy Marketing Research Marketing Organization ( Drawing down the Marketing Organization)

6. Marketing Plan Method Action Programs [Scheduling] Budgets [break-even calculation] Controls

7. Marketing Core

8. Products —“ Rice balls and Drink ” Manufacture processes

10. Product Review Fresh and Pure Hygiene Special Tasting Famous materials of Co-branding Strong Smell Distinctive Fragrance Good looking Packing Cup Give some Nice Tissue Keep Warm/Hot Drink The Manufacture Processes have been post to know Using Auto-machine to make Rice Balls

11. SWOT Analysis S1: We have management experience and market plan to support us. (Methods) S2: We have transparent manufacture process to give customers to know. (Manufacture process) S3. We have co-branding material to make good foods and drinks — co-branding with quality products. (Materials) S4.We have good auto machine to make rice balls and drinks (Machine) S5. We have a good consultant for plan dynamic variance environment and market. (People) S6. We have higher levels of sanitation. S7. We have better service — good response, keep warm drinks, and nice tissue, etc.

12. SWOT Analysis W1: The cost of products is not cheaper than competitors ’ products. (Price) W2: We haven ’ t other promotion path. (Promotion) W3: Uniformity in delivery --business process. (Process) W4: We control all manufacture processes of foods, but it spend a lot of time. (Time Cost) W5: The material cost of products is more expensive, because co-branding. ( Co-branding) W6: The cups of drink surface have advertisement for our brand, but it cause cost become higher than competitor ’ s cups. (Advertisement Cost)

13. SWOT Analysis O1: Oil price become higher than before, so more motorcycle customers will pass through our stand. People buying chance will be promoted. (Customers) O2: Yo-Yo! Breakfast Curbside Restaurant has a good quality breakfast and drink, so student will know it. (Good response) O3: Sanitation Laws and certain limits will have been attention. (Laws) O4: On Guang-Fu road we have enough customers to run business. (Customer Resource)

14. SWOT Analysis T1: Traditional breakfast restaurants have cheaper price at the same products. (Price) T2: 7-11 convenient stores have brand products at same products, and they have strong promotion and supporters. (Supporter) T3: Business entrance gap is not high. (Threshold) T4: Traditional breakfast restaurants ’ equipments are simple than us. (Machine)

17. Competing Products and Pricing

18. Pricing Analysis and a Break-Even Calculation

22. Conclusion In the study the description of business processes is very important to assist the small curbside retailer differentiates the store. I deeply appreciate Dr. Trappey Charles V. to give us this chance to make report for figure out marketing plan method. In the study, we give some assumption in the cost of pricing analysis, and the result is shown: If Yo-Yo! Breakfast Curbside Restaurant wants to balance in break-even point, then the boss need to sell 87 sets in every day.