Upload
leary-qianli
View
485
Download
5
Embed Size (px)
DESCRIPTION
Citation preview
Agenda
Agenda
Research Methodology Market Review Consumer Attitudes Strategic Business Objectives “The Octopus Cart” Business Idea Vision Mission Strategic Marketing Plan Target Groups Positioning Statement 4P
Financial Projections Action Plan
Market Review
Research Methodology
Field Trip
Online Survey
Focus Group
Research
Overall Satisfaction?
0
50
100
150
200
250
Verydissatisfied Dissatisfied
Slightlydissatisfied Natural
Slightlysatisfied Satisfied
Very satisfied
Cu
mu
lati
ve V
ote
s
Waiting hour
Operation hour
Location
Price
Food quality
Food diversity
We are not quite happy…
Demographics
New Asia, 1066, 15% Chong Chi,
1413, 20%
United, 1048, 15%
Shaw, 1160, 16%
Shho, 600, 9%
Morningside, 300, 4%
Ihouse, 254, 4%
PostgradHostel, 946, 13%
MedHostel, 248, 4%
What kind of animal are we?
0 day 17%
1-2 days 30%
3-4 days 41%
5-6 days 12%
Demand for midnight snacks?
Zero 21%
Once 26%
Twice 30%
Three times 20%
More than three times
3%
Research
We deserve BETTER!
Analysis
Here comes the solution!
Analysis
The Octopus Cart
About Us
The Business
Idea
Vision
Mission
Target Groups
Positioning
Strategic Business
Objectives
The Business Idea
• MOBILE food cart
• Quality midnight snacks
• Operation hours: 9:00 p.m. – 2:00 a.m.
• Different operation locations
Introduction
Vision
“to promote the culture of quality campus life”
scholé
M&V
Mission
Customer-orientation
Convenient locations
Quality midnight
snacks
Target Groups
Residential Students Non-residential
Students:
the Late Leavers
Positioning Statement
“To CUHK students, residential and non-residential, the Octopus Cart is the ultimate brand of midnight snacks which feed their
stomach with scrumptious food and drinks.”
Six Core Business Objectives
Competitive Advantage
Business Objective Strategy
Better food To provide students with quality food Product
Better services To provide customers with good services
Better locations To serve students in different colleges Place
To appeal to students’ need for convenience
Better financial returns
To price the products at a slight premium Price
To develop a financially sustainable business Financial controls
Analysis
Product Strategy
4P
Product Strategy
Sweet soup 20%
Noodles 15%
Hot snack 26%
rice 3%
Hotdog 13%
Sandwich 10%
Burger 13%
Figure - Pie chart showing respondents’ food preferences
• Octopus ball • Waffle • Japanese Pancake
Food
• Sweetened sago cream • Sweet potato soup • Bean stick & egg soup
Sweet Soups
• Taiwanese Milk-tea • Tea • Coffee
Drinks
Pricing Strategy
4P
Pricing Strategy $6-$9
3%
$10-$13 31%
$14-$17 41%
$17-$20 19%
$21-$24 6%
$25-$28 0%
Figure - Pie chart showing respondents’ willingness to pay for each midnight snack item
The Menu
Octopus balls
(6 pieces)
$17
Waffle
$14
Japanese pancake
$16
The Menu
Sweet soup
$15
Taiwanese milk-tea
$14
Tea/Coffee
$10
Combo set pricing $2 discount for every TWO items purchased!!
Promotion Strategy
4P
Promotion Strategy
Promotion campaign On-going
promotion initiative
PROMOTION CAMPAIGN
Leaflets
Free souvenir
campus-wide mass mails
Facebook fan page
Collaboration with hostel committees
On-going promotion initiatives
Place / Distribution Strategy
4P
Current Problem
Survey result
Students in CUHK would like to see our midnight snack cart operate in the
Shaw College, New Asia College and the United College
Train station 12%
CC 10%
UC 17%
NA 19%
SC 20%
Morningside 4%
S.H. Ho 6%
Central campus
12%
21:00 p.m. -21:50 p.m. 22:00 p.m. - 23:15 p.m. 23:15 p.m. - 00:30 a.m. 00:45 a.m. - 02:00 a.m.
Train Station New Asia College United College Shaw College
Financial Projections
Projected Income Statement
Year 1 Year 2 Year 3 Year 4
Sales Revenue 600,000 720,000 864,000 864,000
Cost of Goods Sold 150,000 180,000 216,000 216,000
Gross Profit 480,000 594,000 731,700 731,700
Other Expenses
Promotion Expenses 80,000 50,000 50,000 50,000
Salary Expenses 120,000 126,000 132,300 132,300
Petroleum Expenses 36,000 36,000 36,000 36,000
Depreciation Expenses - Food Cart 12,000 12,000 12,000 12,000
Depreciation Expenses - Utensils 2,000 2,000 2,000 2,000
Net Profit 230,000 368,000 499,400 499,400
Projection
Key highlights
1. Generate revenue of $600,000 in its first year
2. Grow each year at approximately 20%
3. Invest $60,000 in the food cart and a second-hand vehicle initially
4. Earn an increasing net income
Action Plan
Pre-operation
• Develop our secret recipes
• Contact and bargain with suppliers
• Purchase a food cart and a second-hand vehicle
• Purchase utensils Action Plan
Action Plan
Introduction
Stage
• Launch our business and start operation
• Distribute promotion materials including leaflets and mass mails
• Distribute free souvenirs to customers
Action Plan
Continuous Development
• Build the Facebook fan page
• Contact and build a collaborative relationship with hostel committees
• Introduce new midnight snacks to our menu periodically
Conclusion
Meet the demand quality midnight snacks that
meet the demand.
snacks at a convenient location.
Conclusion
Conclusion
Mobile
Flexible
Delivery services.
Array of business initiatives.
We can do better
It’s just Better!