E1 “A Healthy Fast Food Shop” By JACG

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

3 Contents (cont.) Industry Overview Nature of Competition Changes in Industry Primary Competitor Key Competitive Capabilities Key Competitive Weaknesses

4 Contents (cont.) Opportunity Threats Advertising Promotion Consumer Promotion Trade Promotion Business Promotion

5 Contents (cont.) Short Term Strategy Mid Term Strategy Long Term Strategy Sharing Section Q&A Section

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

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

8 Organization Structure

9 Products & Services Healthy Meal and Drinks –“ Three Low, One High ” –Fruit Juice Tailor-made Menu –Professional Nutritionist Advise Lecture & Workshop –E.g. Cookery Lesson

10 Products & Services (cont.) Free Delivery –School Lunch & Nearby Party –E.g. Birthday Party Ordering Service –Large Package of Food

11 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

12 The Overall Market Our fast food shop will establish in Kwai Chung – core group of customers :students, workers, household

13 Change in the Market From blue-collar workers to the white- collar class build housing, increase potential customer.

14 Industry Overview About 130 restaurants in Kwai Chung 8 different types restaurants in the –Kwai Fong Metroplaza

15 Nature of Competition Monopolistic Competition –Many Competitors (27 Restaurants within this plaza) Free to Entry Differentiated Products

16 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

17 Primary Competitor - Lunch 5 Fast Food Shops Rhine Restaurant Saint ’ s Ape Restaurants Hui Lau Shan

18 Primary Competitor - Dinner 4 Fast Food Shops Rhine Restaurant ( 維苑餐廳 ) Porto Restaurant ( 波濤餐廳 )

19 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

20 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

21 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

22 Opportunity First in Kwai Chung market Demanding products and services School nearby is our potential customers

23 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.

24 Advertising Short Term –Leaflet –Fax Middle Term –Magazines Long Term –TV Commercials

25 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

26 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.

27 Trade Promotion Discount –A discount for frequent-buyer Free Merchandise –With the logo to the middlemen ~school to buy certain quantity

28 Business Promotion Trade Shows –Attend a Food Festival, show product –Introduce our services & image – provide health food, meet new customers.

29 Short Term Strategy 20% Market Share in Kwai Fong Our Restaurants more popular in Kwai Chung

30 Mid Term Strategy Further Expansion in Other Districts –E.g. Mong Kok, Yuen Long, Sha Tin and Central …… Establish a Fast Food Factory Provide Delivery Service in other Districts

31 Long Term Strategy Franchise Stores Expand the Size of Food Factory Provide Lunch Box delivery service everywhere

32 Sharing Section

33 Q&A Section

34 The End