Template model of catering industry analysis report

What is the market of catering industry now? Do you know that?/You know what? Do you know that?/You know what? Do you want to know something you don't know? The following is the template essay of catering industry analysis report compiled by me for your reference only. Welcome to read this article.

Food and Beverage Industry Analysis Report Template (1) Product Strategy

(1) product taste: product taste is one of the most important factors for consumers to choose drinks, and product taste must be tested by consumers. The survey shows that taste is an important factor affecting college students' acceptance of new products. At the same time, according to the characteristics of college students' consumption of beverages, beverage production enterprises should constantly increase the taste innovation of college students' beverage market, constantly introduce new tastes, shorten the product update cycle, and meet the various taste needs of college students.

(2) Product types: While promoting the beverage types in an all-round and balanced way, we should also choose the product types according to the characteristics of the college students' market. At the same time, according to the survey, gender differences also have a certain impact on the product types of college students' beverage market. Boys prefer carbonated drinks, while girls prefer juice drinks. In view of this market phenomenon, beverage manufacturers and distributors should investigate the gender ratio of colleges and universities as much as possible, and then determine the proportion of various beverages according to the proportion in time, and finally improve the sales ratio of carbonated drinks and juice drinks in colleges and universities.

(3) Product packaging strategy: It is best to use bottled and canned products, or use environmentally-friendly paper packaging. At the same time, several packaging forms can complement each other, but the packaging style must be unified, the color matching should be obvious, with visual impact, and the most important thing is to be fashionable enough to catch up with the current trend and conform to the consumer psychology of college students pursuing fashion.

(4) Product capacity strategy: According to the survey, beverages with a capacity of 250-500ml are most easily accepted by college students. Therefore, when aiming at the college students' market, manufacturers should try to aim the capacity of drinks at this range.

Price strategy.

The price strategy should be appropriate. In view of the particularity of college students' consumer market, the product price can be slightly lower than the leading brands in the market. If the production cost of some products is high, or special nutrients are added, their prices can be slightly higher than those of leading brands in the market. According to the survey, the specific price should be in the price range of 3-5 yuan.

Channel strategy.

Increase the distribution rate as much as possible. Fully investigate and master the zero-entity situation in colleges and universities, strengthen the distribution of goods in supermarkets, convenience stores, canteens and grocery stores in colleges and universities, improve the distribution rate of products as much as possible, promote the sales of other channels with supermarkets in colleges and universities, reduce the circulation links of channels, and rationally design and manage distribution channels, thus reducing the circulation cost, making the sales price get the price and benefiting college students.

Promotion strategy.

Comprehensive use of various promotion strategies, the use of personnel promotion, advertising, public relations, business promotion and promotion and other promotion strategies. For example, regular free drinks, buy one get one free, discount promotions, prize sales and other promotional activities.

Promotion strategy.

Strengthen cooperation with universities, and improve product popularity by sponsoring activities such as university associations; At the same time, we can also promote our products through TV media, which is a fast and effective media platform. For example, Gowasu of Wahaha sponsored such popular programs as "I am a singer" of Hunan Satellite TV, and the popularity of the products increased rapidly, opening up the sales market. Therefore, for manufacturers to promote products in colleges and universities, we can comprehensively use various media platforms to promote products, especially new products, and make full use of platforms such as Weibo, Internet and TV media.

Other strategies.

(1) Make further market investigation and analysis on college students' beverage consumption market, fully grasp college students' hobbies and beverage consumption habits, and seek a breakthrough.

(2) Standardize research and planning activities. Before the product goes on the market or in the operation process, conduct market research on consumers, sales channels and competitors on a regular basis to understand consumer demand, psychological dynamics of dealers and market competition dynamics, and on this basis, formulate a comprehensive and meticulous integrated marketing plan.

Attachment: Questionnaire on College Students' Beverage Consumption Market.

What's your gender?

A, male b, female.

2. Do you usually drink?

A, often drink B, occasionally drink C, never drink.

3. What is your average monthly living expenses?

A, 600-800 yuan b, 800- 1000 yuan c, 1000- 1200 yuan d, 1200 yuan or above.

How much do you spend on drinks a week?

A, 0- 10 yuan b, 10-20 yuan c, 20-30 yuan d, 30 yuan or above.

5. What kind of drinks do you usually buy?

Carbonated drink b, tea drink c, fruit juice drink d and milk drink.

E, functional drinks.

6. Where do you usually buy drinks?

A, large supermarket b, small supermarket c, roadside stall d, others.

7. What kind of packaging do you like?

A, bottled b, canned c, paper d, others.

8. What is the capacity of the most drinks you usually buy?

A, 250ml of b, 500ml of c, 1 liter of d, 1.5 liter.

9. What should I pay more attention to when buying drinks?

A, package b, color c, taste d, price e, others.

10. What's your usual price of drinks?

A, 2-3 yuan B, 3-5 yuan C, 5 yuan D, etc.

1 1. What's your favorite sugar content?

A, two-thirds b, one-third c, sugar-free d, others.

12. Which brand of drinks do you usually buy?

A, unified B, Wahaha C, Master Kong D, others.

13. What color do you like to drink?

A, white b, pink c, purple d, sky blue e, others.

14. What kind of drink do you like best?

A, add pulp b, milk c, coffee d and others.

15. If a new product goes on the market, what factors will you buy? (multiple choice)

A, advertising factor B, feel fresh, want to try C, the influence of people around you.

D, attracted by packaging e, others.

16. What factors will affect your choice of buying drinks to the greatest extent (sorting questions) _ _ _ _ _ _ (multiple choices).

A. Is it nutritious? B. Is there too much pigment? C. the concentration of the juice.

D. Choice of the taste of fruit juice (such as meat) E. Whether the price is reasonable.

F. the strength of advertising g. whether the packaging is exquisite H. the materials used.

17. How do you know a drink (multiple choices)?

A, promotion B, friend recommendation C, advertising.

D, newspapers and magazines e, try it yourself.

18. What kind of product promotion method do you like (multiple choices)?

A, advertising b, store promotion c, newspaper and magazine reports.

D, free to taste e, others.

19. Will the beverage spokesperson affect your purchase intention?

A, with B, without C, it doesn't matter.

Thank you for your cooperation. I wish you a good mood every day.

Model essay on the analysis report of catering industry (II) I. Investigation background

A food enterprise intends to develop beverage products in the near future. Due to the fierce brand competition in the beverage market, some new beverages have appeared in recent years. With the extremely rich products, the violent explosion of media and advertising information, the mass consumer market has split into a large number of niche markets, and the market environment of beverage products has become more unpredictable. I hereby entrust my investigation agency to conduct market research on the beverage industry in the market.

Second, the purpose of the investigation

In order to comprehensively and systematically understand China's current policies and regulations on the beverage industry, the types and functions of beverages, the market share of various beverage products, and the production, sales and operation of various beverage enterprises, and provide accurate, true and credible information for a food enterprise to expand its business in the beverage market, so that it can have a macro grasp of its future development.

Third, the survey method

This survey generally adopts the way of copywriting survey. Among them, the main method is information contact method, followed by literature screening method to complete this survey.

Four. Background materials of investigation

After various data retrieval, the specific investigation contents are as follows:

(1) National policies and regulations on beverage products.

On June 1 day, the General Principles for Drinks will replace the original international soft drink classification GB 10789- 1996. For the first time, the General Principles of Beverages classified the beverages currently on the market as 1 1, including carbonated beverages, fruit and vegetable juices, protein beverages, packaged drinking water, tea beverages, coffee beverages, plant raw materials, flavor beverages, special-purpose beverages and solid beverages. Beverage products that are not included in the category of 10 and meet the definition of beverage are all classified as 1 1 category-other beverages.

The basic technical requirements for all kinds of beverages are very clear in the General Principles of Beverages. For example, juice drinks and vegetable juice drinks should be marked with the content of raw juice or vegetable juice, and drinks with juice (pulp) content below 10% should not be called juice drinks in the future. Similarly, the content of vegetable juice (pulp) in vegetable juice drinks must be greater than or equal to 5%. At the same time, if sugar is added to the juice, the word "sugar" should be clearly marked near the product name, such as "sugar apple juice".

(2) Types and functions of existing beverages in China market.

According to its functions, it can be divided into polysaccharide drinks, vitamin drinks, mineral drinks, sports balanced drinks, probiotics and prebiotics drinks and low-energy drinks. Its specific functions are as follows:

1. polysaccharide beverage: refers to the beverage containing dietary fiber, which can regulate the stomach.

2. Vitamin drinks: The antioxidant components in vitamin drinks can not only supplement the vitamins needed by the human body, but also remove the garbage in the body and play an anti-aging role.

3. Mineral beverage: it is used to supplement various mineral elements such as iron, zinc and calcium needed by human body, enhance human immune function and physique, improve osteoporosis and effectively resist fatigue.

4. Sports balanced drinks: can reduce consumption and restore vitality. .

5. Probiotic and prebiotic drinks: promote the growth of beneficial bacteria in human stomach, improve intestinal function, help digestion, and maintain beauty.

6. Low-energy drinks: The calorie, fat content and sugar content are lower than other functional drinks, especially those that supplement physical fitness, which are suitable for obese people to drink.

(3) The overall scale of China's beverage market.

With China's entry into the WTO, the China market has become increasingly international, and some large international beverage manufacturers have landed in Chinese mainland, a huge consumer market, after 1979. First of all, there was a drink war between Coca-Cola and Pepsi-Cola in China, then there was a brother battle between two major beverage groups in Taiwan Province Province and Master Kong, and then there was the quiet arrival of Danone and Lipton, the fourth largest beverage brand in the world. The whole beverage market is gestating new brand competition and market division. With deep brand resources, strong financial support and successful experience in expanding foreign markets, these multinational companies have formed a encirclement trend for local beverage enterprises in Chinese mainland. The development scale of various beverages is as follows:

1. packaged water market: the largest share of the beverage market is mainly due to the annual population increase of about 4% in China. Its main brands include: Nongfu Spring, Wahaha, Master Kong, Robust and so on.

2. Fruit juice and beverage market: the oligopoly trend of fruit juice and beverage industry market is inevitable. At present, the top brands in the juice market are 10: Uni-President, Master Kong, Huiyuan, the fruit orange of Coca-Cola, the fifth season of Jianlibao, the colorful fruit of Pepsi, the farmer's orchard, the extraordinary juice of Wahaha, the hand-held juice of Shunxin, and the fruit juice joint venture between Lotte and Winbond.

3. Carbonated beverage market: The decline of China market is irreversible. At present, the market capacity of carbonated drinks is relatively stable on the surface, but its proportion in the whole beverage market is decreasing year by year. Not to mention carbonated drinks, Pepsi and Coca-Cola have been singing "double reed". The market share of Coca-Cola and Pepsi-Cola in carbonated drinks in China reached 48.47% and 37.26% respectively, and the sum of them exceeded 85%. CR4 in bottled water market also exceeds 50%.

4. Tea drinks: a typical duopoly. The share of the Master Kong family is close to 50%. Together with reunification, the total share of the two in first-and second-tier cities is close to 80%.

5. Special purpose beverage market: more than half of the market share is occupied by Red Bull. 6. Protein beverage: Mengniu Yili, two giants, and many small and medium-sized enterprises have obvious competition.

7. Plant beverage: At present, herbal tea is the largest category and industry representative in the plant beverage market. Typical representative Wang Laoji.

8. Coffee and beverage: There are only a few brands of ready-to-drink coffee and beverage in China, such as Yaha and Nestle. A few regional brands in Shanghai, Guangzhou and Shenzhen, such as Bond, Li Shen, Moore and Braun, have a single taste, mostly milk coffee, and their popularity is also low.

9. Solid beverages: Basically, each beverage category can have its own solid form, and tea and coffee account for the largest proportion in the solid beverage market.

(d) The scale, production and sales volume, market share and distribution of major domestic beverage manufacturers are 65,438+0. Carbonated beverage industry: Coca-Cola's market share is about 48.47% of Coke's, Pepsi's is 37.26%, and others are about 14%.

2. Fruit juice industry: Tea drinks rank first in China with 45% market share, and fruit juice ranks second with 20% market share. Unified fresh orange multi-market juice share is 20%.

3. Occupancy rate of functional drinks: Red Bull, the top five functional drinks, accounted for 365,438+0% of the total sales, Pulsating 20%, Poukari Khan 65,438+07%, Jianlibao 65,438+03% and Nestle Energy E 9%.

4. Tea: The brands are concentrated in Master Kong and Uni-President, among which iced black tea and iced black tea are the main brands. The brands of tea drinks most frequently consumed by heavy consumers are Master Kong iced black tea, unified iced black tea, Master Kong iced green tea and unified green tea, accounting for 35.7%, 25. 1%, 2 1.3% and 10.5% respectively. Wang Laoji is in an absolute leading position in herbal tea industry.

(5) Raw materials and supply in the beverage market.

The main raw materials of soft drinks are drinking water or mineral water, fruit juice, vegetable juice or extracts from roots, stems, leaves and flower boxes of plants. Some contain food additives, such as sweeteners, acidulants, flavors, spices, food colors, emulsifiers, foaming agents, stabilizers and preservatives. Some drinks also contain vitamins and minerals.