必胜客连锁在川大望江校区可行性分析报告 in english英.doc

Pizza Hut in Scu WJ Campus feasibility Analysis Report Made by 徐亚洲 0841022018THE LEVEL OF THE OVERALL DEVELOPMENT OF THE FAST FOOD INDUSTRY The development of fast food industry in china nearly has an experience 20 years. The industry and business continued to expand, the quality and level of development significantly improved. The position of Fast-food industry has been established in modern society, it play a more important role in our daily life. Fast-food companies, most take a way of chain operation. But in fact, only a few large enterprises have the strength to develop a chain in this market. The rapid expansion of Western-style fast-food companies promotes the development of the maturity of the industry. Pizza Hut fast-food industry in China occupies a significant market share, which provide the possibility to develop in depth and gain more profile in SCU WJ campus.THE ANALYSIS OF THE MARKET DEMAND FOR FAST FOOD IN SCU WJ CAMPUS There are nearly 40,000 students and teachers in school, which created a great market in fast food. The development of fast-food industry in SCU WJ can be linked with the development in CHENGDU. The basis for their existence is the market potential, means the Quantity of consumer groups is essential and necessary. Chengdu, the fast food industry has experienced a rapid development stage. The consumer attitudes enjoy a popular support. People treat fast food industry like pizza hut as fashion consumption. The consumer groups mainly in youth and white-collar. Which precisely consistent with the reality of Sichuan University.THE OVERVIEW OF PIZZA HUT COMPANY Pizza Hut is now the worlds largest pizza chain monopoly, and its identity is characterized by the appearance of the roof as a distinguishing mark of the restaurant. In more than one hundred countries around the world, receiving more than 4.00 million bits per day customers baked more than 170 million pizzas. Pizza Hut restaurants in turnover and number, and quickly became the worlds first pizza chain restaurant companies. Pizza Hut company is the worlds largest restaurant group - the global restaurant group Yum, Yum currently more than 100 countries around the world with more than 32,500 family restaurant chain, is a global multi-brand collection of restaurant industry leaders.Statistics show that since 1990, opened the first store in Beijing since Pizza Hut has so far set up more than 50 cities in China, 187 stores and employs more than 1 million people.COMPETITION IN THE FAST FOOD INDUSTRY IN SCU WJ CAMPUS Sichuan University campus in the fast-food chain is not settled, there are gaps in the market, demand Campus restaurants and drinking water only bar on campus Restaurant business hours to comply with a fixed, Based on a variety of reasons, Restaurants often in short supply or supply a single variety of food products, higher prices. This situation led to some consumer groups does not meet the urgent need for fast-food enterprises to enter. Also near the campus residents and nearly one hundred thousand. For these residents, settled in a fast-food companies can effectively alleviate the work pressure and bring convenience to life. Pizza Hut chain in China, take all the Direct mode, open a chain of about 500 million RMB investment of about, Sichuan University campus directly and effectively to reach 20 million consumer groups, which give a reasonable cause to settle it in scu wjFAST FOOD INDUSTRYS MARKETING STRATEGY IN THE UNIVERSITY College is a special consumer groups, in general, they have little or no ability to earn income, but it basically does not restrict their consumption levels. They can earn income by parents. Their age is relatively small; consumer psychology is not very mature, more impulsive. Promotion after all, a most effective way of marketingOPPORTUNITIES FOR FAST-FOOD INDUSTRY AND THE BREAKTHROUGH POINT With the socio-economic development and the continuous improvement of peoples living standards, peoples especially the university students concept of food consumption has gradual changed, eating out more regular and rational. The quality demands from the consumer continually increasing, more the pursuit of brand quality, and taste characteristics, health and safety, nutrition, simple and quick. Standardization of the modern fast-food operations, distribution, factory, chain scale and the concept of scientific management, through to practice from the deepening of the process, now widely accepted and recognized, and from fast-food industry be extended to the catering industry, and has become a important development goals and directions of modern restaurant in our country. According to preliminary estimates, in 2004, the national fast-food chain outlets more than 100 million with an annual turnover of up to 150 billion Yuan and of which most consumers are students. Direct chain model must be developed. This is conducive to a unified mobilization and allocation of resources, a unified decision-making, a unified development and integration of channels. Secondly, take the road of Brand Innovation. In order to get the foothold in the fierce market competition, we must walk the different line. Last, increase professional education, training, attention and investment dynamics. Chinese fast food is at the present stage of development to the standards, but in this process, the operator must have a professional management knowledge and experience.PIZZA HUTS MARKET POSITION Brand positioning is the starting point of operation system. Pizza hut brand localization is happy, leisure and fashion, taste, grade as the theme of the restaurant, the main target customers joy is young urban population. LuoWeiRen said, pizza hut, mainly from the products, services and dining environment from three aspects: to build the pleasant dining environment.As more young Chinese people chase foreign fashions and lifestyles, interest in Western food such as McDonalds and Kentucky Fried Chicken grows.Yum! Brands Inc. first introduced its first chain restaurant in Beijing in 1990. Now Pizza Hut is opening its 148th store in Chinas westernmost Xinjiang Autonomous Region. After 10 years of expansion, the red huts are in downtown areas in 40-plus cities in eastern and central China.At Pizza Hut, customers spend at least 48 yuan on average for a pizza, hardly affordable for ordinary Chinese who earn about three dollars a day.Yum! Brands efforts to create a huge pizza-loving population aged between 25 and 35 in China may prove a difficult goal.The average annual income of Chinese urban residents in 2003 was 8,472 yuan, while in the United States it was 35,696 US dollars, according to statistics from China National Bureau of Statistics and US Department of Commerce.This makes the US-import a pricey treat.With a vast population of 1.3 billion and a long history of loving delicacies, China is seen by a large number of international food giants to have a huge market for restaurants. As the Chinese Ministry of Commerce predicted, the total sale of Chinese restaurant industry in 2004 will reach 720 billion yuan , up some 18 percent over last year.DEVELOPING A MARKETING PLAN BUDGETHot brands graft implantation show clever video-centric information dissemination since it is the combined use of flexible programs for communication, video site is the best carrier, the program in the micro-Web site Youku broadcast around the clock, get rid of the TV by the time constraints drawbacks, the user can watch programs at any time. To allow more users to understand and focus on programs, Pizza Hut will also show the video as a seed point on Youku Home Video, Best Original video, TV channel to promote, and also in other white-collar hard-wide focus on running the site, causing target focus groups and, ultimately, to the excellent cool microsite diversion, through brand and marketing programs to achieve the spread.1. Pizza Hut should know how much it has or wants to spend. Before beginning to develop a marketing plan budget it is important that to know how much is available for Pizza Hut to spend or how much Pizza Hut would like to spend. 2. Develop a list of what marketing strategies that Pizza Hut wants to use. A great way to develop this list is to brainstorm different ways it can market or promote your business to your various audiences or publics. While some of the ideas thrown out during brainstorming may not be doable based on the cost or even feasible to actually act upon, this can help generate unusual ideas and suggestions of ways to market for less money.3. Break the different strategies into tiers. Once the list has been generated of different strategies, a rough cost estimate should be penciled in next to each strategy.4. Determine the priorities.5. Make strategy cuts until youre within budget. FOLLOWS A NEWS REPORTI am pleased to report.our two most profitable markets, China and the United Kingdom, increased system sales in local currency terms by 35 percent and 9 percent respectively, David C.Novak, Chairman and CEO of Yum! Brands, Inc., said at a recent conference in early October.Unfazed by the challenge from Western food giants, Chinese traditional restaurants and hotels noted that they are braced for the competition.Though the overseas fast food chain stores are thriving in recent years, they have not succeeded in jeopardizing the existence of local Chinese catering industry, said He Zhifu, secretary-general of Beijing Catering Industry Association, Because they have different target consumers, tastes, and food categories.SURVE