Model essay on business plan of deli

The following is a business plan for the cooked food industry. This paper will analyze the commercial prospect of cooked food industry from the aspects of development overview, SWOT analysis and market positioning. Welcome to reading.

First, the development of cooked food industry.

1, consumer behavior analysis

1. 1 consumption trend

With the continuous improvement of modern people's material and cultural living standards, people's consumption of food tends to be diversified, especially in the Pearl River Delta region. The increase of foreign population has brought about the diversification of taste demand, various food cultures have exchanged and infiltrated with each other, and different kinds of restaurants have blossomed everywhere. Western-style or Chinese-style fast food chain stores that adapt to the fast-paced and fast-paced life and work of modern people have become the mainstream of mass consumers. Stable local families, families left behind by migrant workers, and a large number of factory collective canteens exist in large numbers. When they buy ordinary meat and vegetables, they will have greater consumption demand for cooked food with unique taste.

1.2 reward for buying cooked food

It's hard to do it by yourself. Generally, you can't use professional brine or salt to flavor food.

It takes a long time to make sensitive locks in the process.

Cooked food is time-saving, convenient and fast for migrant workers who have less free time.

Try new flavors of food.

There are also a large number of individual consumers who do not use it as a main ingredient and will not use it as a snack.

1.3 The main factor affecting consumers' purchase: the taste of food.

Hygienic cleanliness

Is it fresh?

price level

Is it convenient to buy?

Therefore, enterprises should focus on the above factors in management.

2. Present situation of cooked food industry

2. 1 Main business model of cooked food industry

The special deli opened in the meat market is in the form of stalls and shops. The main products are brine, salt bureau, roasted meat and so on. Mainly used for household consumption.

The food store of the Salt Bureau is located in the urban area. The main products are chicken wings, chicken feet and whole chickens. Usually it is mainly for personal consumption and the price is higher.

Specialized brine or roasted meat fast food restaurants, which are mainly sold in the form of internal food; Cooked food counters in restaurants or general restaurants are sold in the form of in-store food or take-away.

Barbecue snack bars opened in pedestrian streets or major business districts, such as supermarkets and large shopping malls, produce snacks such as squid, meatballs, beef offal, chicken wings, etc. The main consumers are young people, especially young women.

The cooked food section in the supermarket.

2.2 market positioning

The cooked food stalls sold in the meat market are mainly family-run, with low grade, lack of innovation in products, poor sanitary conditions and no chain operation. Because there is no industry leader, it is generally located in cooked food stalls for family consumption, and some consumer needs can be met with lower prices and selective foods. But it has not been able to lead and expand the consumption potential of this market.

A well-positioned deli goes the other way. They choose downtown as the location of stores, and separate specific consumer groups at higher prices. Such shops must rely on special products and effective marketing management to occupy the market. However, the marketing level of such stores is still in the sales stage and has not risen to the marketing level, so there are still problems in sustainable management.

Second, the regional market situation of Chang 'an Town

1, regional overview of Chang 'an Town

Chang 'an is located at the southernmost tip of Dongguan City, adjacent to Shenzhen, Hong Kong and Macao, passing through Guangzhou-Shenzhen Expressway, 107 National Highway and C358 Provincial Highway, and it is the south gate of Guangzhou, Dongguan and Shenzhen. With a total area of 83 square kilometers, it administers 13 village (neighborhood) committees, with a registered population of more than 35,000, a floating population of more than 600,000 and a tourist compatriot of more than 30,000.

Chang 'an Town has gathered a large number of manufacturing and processing enterprises, attracting a large number of migrants to work and live here, and promoting the development of catering, leisure and entertainment industries.

Especially in the aspect of eating and drinking, which is closely related to people's lives, a large number of people have generated huge consumer demand and huge market potential.

The obvious division of industrial park, residential area and commercial area brings infinite business opportunities for the development of chain industry with clear positioning and targeting at the target market population.

2, time, population survey data

In the general market, the flow of people increased at 6 o'clock, peaked at around 7: 30, and then began to decline slowly. After 9 o'clock, it was found that the flow of people decreased significantly. From 12: 00 to 16: 30, the market is basically closed, and then from 16: 30 to 19: 00, the market starts the second busy time every day.

3. Analysis of cooked food market in Chang 'an Town.

3. 1 Market prosperity

Generally, the busiest time in the market is in the morning and there are few people in the afternoon. The most crowded time in the morning is from 6: 30 to 8: 00. The most crowded markets in the morning are Chang 'an Comprehensive Market, Xiagang Market and Night Market, followed by Shangsha Market, Wusha Market and Jiekou Market. Generally, the purchase of cooked food is concentrated in the morning, and some are purchased between 5 pm and 7 pm.

3.2 Distribution of Deli Shop

Deli shops are mainly located in the cooked food area of the meat market, and the number of openings will vary according to the prosperity of the market. As can be seen from the above data, the markets with the largest number of booths are Chang 'an Comprehensive Market and Xiagang Market. The number of stalls in night market, Wusha market, Shatou market and Shangsha market is similar. The number of deli shops such as Bian Xia market, Jiekou market and Xianxi market is relatively small.

3.3 Industry characteristics of each market

Chang 'an comprehensive market is dominated by bulk purchases, which are usually morning markets and basically close in the afternoon. Cooked food stalls basically have signboards, and the main products are: Guangzhou Ziming Salt Bureau hand-torn chicken, Rongji Mayou duck, Min Xu meatballs, Chaoshan marked meatballs, Chaoshan red chicken authentic salt bureau halogen shop, Yangjiang authentic salt bureau chicken; The monopoly of golden pigs are: Beijing fund pig stall and Shunyi golden pig stall; The main roasted meat shops are: Yuexi Roasted Meat Shop, Fuji Roasted Meat Shop, Yongji Roasted Meat Shop, Ji Liang Roasted Meat Shop, Jiangmen Chuoji Roasted Meat Shop, Jeffery Ji Roasted Goose Shop and Mingji Roasted Meat Brine Shop; Golden pig and some roast shops close at around 10: 00 in the morning and are basically closed in the afternoon. There are several wholesalers of chilled meat in Chang 'an Comprehensive Market, which is a centralized wholesale market of chilled food in Chang 'an.

Jia Zheng spicy pot-stewed specialty store occupies the largest position in the cooked food area of the night market, with obvious signs. Very brand conscious, it is the best seller in the market. Its business hours are the longest, from morning to evening 10 or even 1 1 0. In addition, there are two independent shops next to the market: Chaozhou Luwei and Meishan Luwei. The products are exquisite and have Chaoshan characteristics. Business in the morning market is relatively dull, but business in the night market is relatively good. The third-class barbecue shop in the market was basically sold out at 10 in the morning, and another booth was sold in the afternoon.

The market in Xiagang is relatively large and prosperous, with a large number of cooked food stalls, but the vacancy rate is also high, reaching 55%. There is no special advantage gear. The cooked food stalls in Bian Xia market are monopolized by Huang Shanghuang's pot-stewed restaurant, and the store signs are conspicuous, but there are few people in Bian Xia market, and the business is average. There are independent deli in Shangsha Market and Wusha Market: Meishan Meatball Luwei and Chaozhou Brine Store, with relatively good products and slightly higher prices. Basically, the halogen shops in Chaozhou or Meishan form a unified market image. Their products are relatively good, but their operations are scattered and they have not formed a unified and effective market force.

3.4 Product characteristics

The main categories are salt bureau, brine and roasted meat.

The main varieties are brine chicken, braised duck, roasted duck, roasted goose, chicken feet, pig ears, duck feet, goose intestines, chicken wings, duck wings and barbecued pork.

There are basically no unique proprietary technology products and there is no market monopoly.

3.5 Product quality

The product quality is almost the same, and there is no obvious difference. The products in the market stalls are basically homogeneous products. Better products are cooked food shops in independent shops in the market, such as Chaozhou lo mei in the night market and Chaozhou meatballs lo mei in Wusha market.

3.6 Technology patent

There are basically no unique proprietary technology products and there is no market monopoly.

3.7 Price level

The market price is close, and the prices of similar products in cooked food stalls in the market are the same or close, and there is no obvious distinction between high and low grades. The price is relatively higher than the general level of independent shops in the market, such as Chaozhou meatball pot-stewed restaurant and other deli.

3.8 Management level

Basically, they are family-run and do it themselves, without professional management operations.

3.9 Marketing Status

Without professional market operation, there is basically no planned advertising, promotion and brand management.

5. Case study: Jiazheng spicy pot-stewed specialty store

Deli Shop Name: Jiazheng Spicy Pot-stewed Specialty Store

Venue: Night Market

Area: two cooked food stalls, about 8 square meters.

Opening time: 2 years

Boss: Miss Wu.

Native place: Jiangxi

Industry experience: 9 years

Shop assistant: The proprietress herself and one or two helpers.

Production personnel: 10 people

Main business varieties: braised pig ears, salted chicken, roast duck, salted duck, brine chicken, brine chicken tongue chicken feet, salted pig intestines, etc.

Sales method: single-store retail and wholesale sales of factory canteens and restaurants.

Means of transport: van or human tricycles.

Market positioning: the night market has the largest sales volume.

Third, SWOT analysis

1. Advantages of competitors in existing industries

Long time to enter the market and rich industry experience.

Skilled production technology.

Familiar with purchasing channels

There are some stable customer resources.

Have a good road location.

2. The disadvantages of competitors in existing industries

Bad brand image

Poor hygiene and cleanliness

Lack of innovation in products

There is no professional market operation

Low management level

No chain operation, lack of scale effect

The coverage capacity of this area is not formed.

3. Industry opportunities

High population density and great market potential.

There is a lot of room for market consumption demand to be tapped.

There is no leader in the industry, which provides opportunities for market integration.

The management level of existing operators is low.

There is no formal chain enterprise, which provides market space for chain operation.

Low-level marketing management provides professional operating space for the market.

4. Industry threats

The entry of more specialized foreign cooked food chain enterprises

The original competitors have resource advantages such as technology procurement channels, customer location and industry knowledge.

Social public health emergencies.

Fourth, market positioning.

1, target regional market

changan town

2. Market segmentation

Market segment 1: family consumer groups

Class A description: Both men and women have jobs and no children. They only buy food and cook. This kind of consumers usually go to the market to buy food after work in the afternoon.

Class B description: Both men and women have jobs, children and live with their parents, who are responsible for taking care of their children and buying food. This kind of consumers usually go to the market to buy food in the morning.

Class C description: Husband and wife run their own business together and have little free time. Usually they take time to go to the market to buy food in the morning.

Class D description: A wealthy family, with servants in charge of buying food and cooking, has high requirements on the taste, hygiene and quality of meat dishes.

Market segment 2: individual consumers

Class A description: Young female, engaged in entertainment and leisure industry, with higher income and more free time. Shopping, shopping and eating snacks are their biggest hobbies.

Class B description: Generally, women in the workplace need to work in shifts and like to buy some snacks to take back to the dormitory after work. I like to go out with friends during holidays and usually bring snacks.

Description of Class C characteristics: Young students like collective action, are interested in new things, have obvious mutual influence and convergence within the group, and like collective eating, especially novel food.

Class D description: Young men, who like to have dinner and drink, are interested in cooked meat suitable for drinking.

Market segment 3: Organizing customers

Description of Class A features: canteens in factories or general enterprises have a large number of employees and a heavy workload. I like to cook simple and time-saving food.

Description of Class B features: Catering institutions pay attention to the speed and taste of production, and then provide them to guests after simple processing, saving time and speed. The other is the demand for snacks or side dishes.

Description of Class C features: large supermarket, cooked food area, self-purchasing or vendor location.

3. Market positioning

Overall market positioning: healthy and convenient food suitable for mass consumption.

4. Innovative market positioning: gift market.

Positioning the general cooked food in the gift market should be an innovation, which can surpass the general obvious consumption demand and dig out a new consumption market.

Gift consumption can be guided, and this potential market can be fully tapped by using well-positioned communication strategies.

Through advertising, public relations activities, promotion and other marketing means, the information of giving gifts and sending cooked food can be transmitted to consumers.

Suitable for the characteristics and requirements of the gift market, fully cooperate with this positioning in product selection, production, packaging and preservation, and show the characteristics of gifts in quality and packaging.

And can greatly improve the visibility and brand image of enterprises.

Verb (abbreviation of verb) market strategy

1, product strategy

Product strategy 1

Special brine food production line

Product strategy 2

Multi-series food line, brine series, salt bureau series, barbecue series or other series.

Product selection under different market positioning

The product orientation of personal consumption market is leisure, which can be eaten immediately like ordinary snacks, but it is not greasy. Choose small and unique foods, such as chicken feet, chicken, duck chin, duck kidney and so on.

The product positioning of household consumption market is a healthy main course food, so we should mainly choose big and fleshy foods, such as whole chicken, whole duck and whole goose, and of course there are foods suitable for personal consumption market.

The products that organize the customer market should be selected foods customized according to customer requirements.

The choice of products in the gift market should choose products that can reflect its high value and unique flavor, such as exclusive braised ducks and geese.

2. Pricing strategy

General meat market stores can follow the pricing, and the price is equal to or slightly higher than that of existing competitors, and then they are superior to competitors in terms of store image, product quality and service.

The pricing strategy of brand stores can adopt high-priced skimming strategy, choose a product mix different from that of general mass stores, and pay high prices for specific consumer groups.

The prices of some products can be adjusted to promotional prices on holidays for promotion.

Design preferential prices for joint procurement or bulk procurement.

3. Promotion strategy

3. 1 Opening Promotion

Put a TV advertisement on TV station half a month or a week before the opening of the chain store to inform the market that the XX brine food chain store will open in XX.

Generally, promotional tools with posters or leaflets are printed and posted half a month or a week before the store opens, and promotional products such as leaflets, discount cards and cash shopping vouchers are distributed to pedestrians in residential areas, vegetable markets and commercial areas in the business district radiated by the store.

Put banners and posters in the meat market, residential areas, commercial areas and other places to inform the target customers.

Free door-to-door delivery on the opening day or three days before, the first XX customers can get free lucky gift packages from our store, including freshly baked food combination suits and other promotional gifts.

Special items, such as chickens from the Salt Bureau, can enter the market at a special promotion price of XX yuan/chicken, and limited sales of 50 chickens per day for three consecutive days or longer, causing market sensation and intensive advertising cooperation.

The special package combination design is similar to KFC's take-away family photo bucket package combination, which can be matched with chicken feet, chicken wings, braised duck and so on. It can be packaged in our unique packaging box and sold at a special price, which can bring a brand-new consumption experience to the market.

3.2 Regular promotion

The above opening promotion can be flexibly applied to general promotion activities according to the sales and market conditions in different periods.

In addition, the more commonly used conventional promotion means is to launch special products on holidays, constantly creating hot spots for the market.

Regularly promote new products such as tasting and matching sales, and constantly create freshness for the market.

Lottery promotion or accumulated purchase points discount.

4. Advertising strategy

Generally, advertisements are put in conjunction with promotion before opening, including TV advertisements, posters, banners, leaflets and POP advertisements (point-of-sale advertisements).

Make good use of low-cost POP advertisements, such as handwritten prices or special promotion signs, product signs, flags, etc.

Distribute flags and posters to restaurants, restaurants, bars and individual consumers, and provide decorative advertisements to customers to effectively promote our brand and products.

Mail advertisements and collect lists of potential customers, family consumers or organizational customers (such as factories, restaurants, restaurants and bars). Sending them exquisite printed product introductions with small gifts can get good publicity effect at low cost.

Enterprise website, through the establishment of enterprise website, enhances the company image, which is conducive to the chain expansion of enterprises.

5. Public relations activities

Inviting local celebrities or government officials to visit and taste delicious food, mentioning words and taking photos in person, and inviting news media to follow up reports can achieve good promotion effects and enhance the reputation of enterprises.

Co-organized with relevant local government departments? XX food festival? Related public service advertising activities, through the reputation of the government to enhance the visibility of enterprises.

Provide our products as designated food in important banquet activities of local government.

Initiate market civilized business unit appraisal, civilized family appraisal and other activities.

6. Service strategy

It is necessary to establish a unified service quality system, including salespeople's clothes, unified civilized terms, unified manufacturing methods and unified sales procedures. When contacting customers, we should operate according to the company's service standards and establish a unified image of quality service among consumers.

Service principle: smile service, serious attitude, sincerity and courtesy, patience and meticulous, clean and tidy, etc. , so as to create a warm, civilized and orderly buying environment and leave customers with a beautiful buying experience.

7. Research and development

There must be a new product development plan.

Adjust the existing product line according to market changes.

Constantly introduce new products.

8. Market research and research

It is necessary to keep studying the market.

Study the consumption of consumers.

Study the competition in the industry.

Preparation of intransitive verbs for business opening

1, company registration. Incorporate a limited company according to the standards of chain enterprises and determine the company name and brand name.

2. Registered trademarks. Design the company's logo, standard words, standard colors, and register.

3. Technical formula. Determine the product category and form your own technical formula.

4. Number of branches. Determine the number of branches entering the market for the first time.

5. Branch form. Determine the form of deli, one form of entry or multiple forms of entry.

6. Mechanical equipment. Determine the required mechanical equipment, such as self-controlled temperature electric frying furnace, microcomputer program-controlled electric halogen machine, vertical stainless steel carbon oven, stainless steel halogen barrel, food rack, heat preservation furnace, fresh-keeping cabinet, etc.

7. Supply channels. Select raw material suppliers or procurement channels, and determine the supply channels.

8. Staffing. Determine personnel requirements and recruit in place.

9. Staff training. After the personnel are in place, induction training must be carried out.

10, logistics and distribution. Determine how to carry out the logistics distribution of the branch, such as distribution mode, distribution time, distribution route, etc.

1 1, decoration style. On the premise of determining the company logo and standard color, determine the image recognition of chain stores and form a unified decoration style of chain stores.

12, advertising. Determine the advertising strategy of the company's opening and form a systematic planning scheme.

Seven. Location selection

1, business circle requirements

Market area

sowntown

residence

2. Location requirements

Two entrances and exits of the meat market

Meat vegetable market cooked food qu

An independent shop near the meat market

Qu Min community exit

Commercial concentration area

At the entrance of a large supermarket or in the cooked food area of a supermarket.

3. Shop area

Generally, it is required to be 8 to 20 square meters. You can arrange store advertising signs and unify the decoration standards. The store location of independent brand image can be slightly larger.

4, site selection principle

Target customers are not just places where teaching centers appear.

Consumers go closer.

Places with high visibility.

Suitable for the image positioning of chain stores.

A place convenient for customers to buy.

A place where you can advertise in a shop.

Eight, enterprise VI system

1, facade decoration

The overall image of chain stores must be consistent with the market positioning and brand image of enterprises, and the business scope of chain stores can be clearly displayed.

2. Shop layout

Shop layout must be neat, clean and hygienic, with bright colors and bright and harmonious lighting, which can set off the color, fragrance and taste of food and create a warm shopping environment.

3. Advertising signs

4. Fashion signs

Step 5 promote posters

It has fully created the shopping atmosphere of the store, publicized the company's products and embodied the company's brand image.

6, sales staff clothing

Uniform clothing and uniform civilized language can make consumers have a high awareness of service quality.

7. Work card

Step 8 mark

9. Handbags and plastic bags

10, packing box

Exquisite packaging can reflect the value of goods and is easy to carry.

1 1, sales documents, product catalog cards, etc.

When used during promotion or normal sales, it is easy to be recognized by consumers and has a good advertising effect.

Nine, return on investment analysis

1, single store investment

It has an area of 8-20m2, 2-4 employees, 2,000 yuan for decoration in 600 yuan, 4,000 yuan for salary and 2,000 yuan for other expenses (including working capital). The monthly expenditure is about 10000 yuan.

2. Single store income

1 white striped chicken (after removing hair and viscera) is calculated at an average weight of 2.5 kg, and the purchase price per kg is about 4 yuan, and 2.5 kg is 10 yuan. After the roast chicken is cooked, it weighs 2 Jin, and the price per Jin is 12 yuan (which can be determined according to the local consumption level), that is, the gross profit of each chicken in 24 yuan is 14 yuan, according to conservative estimates. 80= 1 120 yuan, which means 1 120 yuan for one month? 30 = 33,600 yuan. 33,600 a year? 12 = 403,200 yuan. After deducting workers' wages, store rent, utilities, taxes and fees, the minimum net profit for one year will not be less than 300,000 yuan. The above is only the profit estimate of a product in a single store, as well as the sales revenue of other varieties. If the management is good and the sales channels are smooth, the total revenue and profit of each chain store will not be a small sum.

X. Operation management

1, human resource management. Formulate a clear organizational structure and human resources post allocation plan, and establish personnel recruitment, training and management systems.

2. Financial management. Mainly branch cashier management, equipped with pos cash register, convenient to manage and control the flow of funds.

3. On-site management of the point of sale. Service personnel arrangement, business hours, shift system, on-site operation specifications, material placement, food placement, production, packaging and other control.

4, production workshop production process. Standardize and manage the procurement arrangement of raw materials, primary processing of raw materials, mixing of ingredients, production process, packaging and distribution.

5. Sales and procurement plan. Branches provide daily sales plans, product mix plans, etc. And make reasonable purchases according to the sales situation.

6. Logistics and distribution. Reasonably design the distribution plan of chain stores to ensure the timely circulation of food.

7, clean and hygienic standards. Formulate the hygiene system of sales point and production workshop, and carry out daily management.

8. Sales management. On-site sales management norms, organize customer sales management, sales management of different types of stores.

9. expansion. Make development goals, such as reaching xx market plan in xx, entering xx regional market, and determining regional market expansion strategy.

10, chain operation. Establish a standardized chain operation system, and coordinate the overall operation and management of the enterprise, including the overall strategy, strategic business unit strategy, marketing management system and daily management of each branch.