Embed Size (px)
Citation preview
Introduction
Assessment of the business environment
Marketing plan
Summary
Introduction
zzzzzzzzz ELAX BAKERY
Elax House is a company which specializes in high-quality cakes. Elax Cakes offers fresh and innovative bakery products and strives to provide the best quality products and service to customers. It will mainly establish its bakery plant and flagship outlets in Guangzhou and Shenzhen, bringing the finest bakery products to South China region.
“Choose Elax, enjoy life” is the slogan of Elax.
Global Environment
Business Environment
First let’s view the situation of foreign bakery industry. As one of the birthplaces of bakery industry, European bakery industry is always catching the world’s eyes. Its technology, products and raw materials are leading the trends of the world’s bakery industry all the time. However, with international baking brands keeping entering into Chinese market, the local baking brands will be confronted with serious challenges. Most domestic enterprises are still using traditional production technology while western countries have already applied new technology and new equipments facilitate to the bakery industry.
Global Environment
Business Environment
In addition, the quantity of bakery enterprises are reducing and expansion in economies of scales. Along with the lunch of the European market and Euro, industrial bakery industry has gradually occupied the market, shaping trans-regional and international enterprises and branding products. Although the quantity of bakery shop reduces obviously, the superiority of producing in central factories, selling format of chain stores, and franchisee system is more distinct. Above all, we view that there will be a potential market, so we are going to seize the chance and establish a brand of bakery in China by adopting advanced technology .
Economic Environment
Business Environment
Bakery industry produces biscuits, Chinese or Western style cakes and pastries (moon cake, cake), bread and part of instant foods. In recent years the prosperity of national economy and the improvement of common people’s life style lead to the increasing demand for bakery food. Especially in the modern cities and coastal areas, where the economic development speeds, the standard of living is high, holding the broader market. In addition, in order to the inheritance of our open policy, not only many domestic private enterprises have developed the bakery, but also the sole proprietorship or joint venture overseas enterprises enter the domestic market. On the one hand, they brought advanced baking food; on the other hand, it makes the domestic market more competitive. After comprehensive analysis of the market, our company decided to establish a brand of bakery。
Industry Environment
Business Environment
In China ， the chain industry of baking was in the early 80 century, and it has been experienced nearly 30 years of development, 。There is a phenomenon showing the higher degree of marketization and the fierce competition 。 Nowadays the industry competition is more regional and centralized. Baking chain industry presents a regional rather than a national competition model. According to the analysis, our company will more focus on opening stores in Beijing, Shanghai and Guangzhou cities in order to occupy these regional market. As there are great differences in eating habits, and the development of the industry is not mature, at present our country market face a situation that there are almost no leading bakery shop in China. Instead, there are some bakery brands that are famous in some degree like Bread Talk food group and Taiwan 85 degree C . Therefore, our company developed the region sales strategy, producing according to the local eating habits. The first thing we do is to be based on a core area, concentrating on the establishment of the leading position in the region, and then we decide to move to the surrounding areas and continue to expand.
Industry Environment
Business Environment
Besides, baking chain industry is as a form of the retail industry, owing the common features of the retail industry, which is the scale of operation to achieve "low cost, high profit" business model. Take Taiwan 85 degrees C for example, in 2008 the brand landed in Shanghai, and in 2010 it had more than 100 chain stores in the country. Obviously, it adopted the idea of "low cost, high profit". At the same time, the domestic enterprises will continue to grow in the international competition, expanding the scale of chain operation. Therefore, the market share of the entire industry is raising, and the industry concentration continues to improve. According to the analysis, we will gradually implement the scale management, improve product technology and establish a brand image, gradually from Beijing, Shanghai and Guangzhou to other areas.
SURVEY
GRADE MONTH COST
SURVEY
How often do you buy some cakes to enjoy your time?
SURVEY
What’s the purpose of buying cakes?
(Blank means other reasons)
SURVEY
The price of the cakes you often afford
SURVEY
What are the important elements when you choose a cake?
SURVEY
What will affect you to buy a cake?
SURVEY
What kind of sales promotions do you prefer to?
SURVEY
Comparing the Maxim and Qiu Ji Cakes shops, the advantages of Maxim
SURVEY
The complaint from the customers
1 、 sanitation 2 、 price3 、 limited choice and the flavors is not so good4 、 Just a small amount of cake shops 5 、 Open more special cake shops and hold some activities6 、 The lack of competitiveness 7 、 Propaganda 8 、 The promotion of service
Marketing plan
Distribution
Pricing
Target market
Product characteristics
Promotion
Target market
Consumers located in the stylish young
people.
Product characteristics
• Selection of fine quality
• Packing nice
• Series ： spring
summer
autumn
winter
Green Leaves Newborn 绿叶新生
Pink Memories 粉红回忆
Gold Fleeting 金色流年
White Lovers 白色恋人
Price
• Superior materials, delicious taste and exquisite packaging determines the price of our products will be higher.
• But we would have you believe, this is definitely good value for money.
• 18yuan
1 pound 120yuan
1 pound 158yuan
Distribution
Our consumer can buy our goods directly from our franchising.
promotion
Advertising Television: Slogan （ Choose Elax, enjoy life）NewspaperSpecialty ads: Shopping bags, cups, calendars
Sales Promotion Coupons and trade stampsMicro blog :http://Elax_House.blog.163.com
VIP cards: you can get a VIP card if you cost 200yuan
once. Afterwards, you can enjoy 10% discount.Weibo: Elax_House
Summary
Elax House, a company which aims at providing the best quality cakes. Though the price may be a little bit high, we will spare no effort to make our products worth. Besides, not only will we release a series of four seasons cakes, but also we will continue to release different kinds of themes of our cakes to attract our costumers.
From the marketing analysis, the competitors like Maxim, Queen’s Cake Shop, Bread Talk and so on, they all sell their cakes in a high-end fashion. However, the cakes of their shops are not in a series of the designated themes, that’s one of our competitive advantages. And we have a certain target market---young people, while their target market is too general. Besides, we will do some customer feedback to mater the new trend of our products and promote what we produce.
Deciding the prices in a proper position, designing new series, promoting the service and quality, satisfying what we customers needs, to provide: Choose Elax, enjoy your life.
BUSINESS
Contact us
Tel:020-36637880
E-mail: [email protected]
Micro blog: http://Elax_House.blog.163.com
Weibo: Elax_House
Address: Ti Yu Xi Lu 201, Tianhe District, Guangzhou, China
