可行性报告(英文版).docx

Why Should Domino Pizza Open a Store On Wangjiang Campus of Sichuan University?Prepared for: Domino Pizza Management DeparturePrepared by: 向鹏基Date: December 26, 2013PrefaceBased on lots of investigation and market analysis, this report is written to indicate why Domino Pizza would like to set up its first store on Wangjiang campus of Sichuan University. This report is written in the following way: introduction of Domino Pizza Company and Sichuan University, market research and analysis, and then suggestions and strategies and so on.This report organizes the information by charts and data, aiming at analyzing the market better. We inquire of a lot of students so that we have collected the data first-hand, which is the highlight of this report. At last, I also would like to thank teacher Xie for his guidance to how to write this report.Contents Executive Summary4Introduction5Market data6Findings7Potential actions analysis9SWOT analysis10Suggestions13Appendix15Executive SummaryDomino Pizza plans to set up its store on Wangjiang campus of Sichuan University, because there is a great quantity of potential demands. Domino Pizza, one of American best pizza companies, mainly provides delicious and custom-made on the internet pizza for customers. At present, it has opened many stores in big cities around China.By our precise investigation, we find that the number of students of Wangjiang campus can totally support the new store, and they are potential and direct customers. We also have surveyed their income and their preference, which are optimistic. According to prediction, the project will bring increases in revenue and profit by 130% and 150% respectively in the first year and do more in the year to come. The new store will certainly meet the needs of the large number of students, and increase the revenue.At last, the store should be opened in Eastern Yard, and concern whether the price is reasonable and acceptable for most students or not.Introduction Founded in 1960, Domino Pizza was a small store at the beginning. But it has developed into a multinational pizza company over the past years. And in 1989, Domino Pizza entered Taiwan market, indicating that it tried to intervene into the Broader Chinese market. Finally, it set up its first branch store in Chinese Mainland in 1997. Nowadays, it owns 23 branch stores in China. At present, it plans to expand markets to the western area of China. Sichuan University, is the largest university in the Southwest of China. At present, there are about 70,000 students and teachers in SCU. Wangjiang campus, located around the First Ring Road of Chengdu city, has capacity of about 40,000 students and teachers. Besides, many pedestrians and visitors shuttle back and forth the campus, who are able and willing to consume pizza. So if Domino Pizza can open its store in or near to Wenhua Avenue, it benefits from the project.The project is aimed to improve the profits of Domino Pizza Company, and the report is written to shows the feasibility of opening branch store on Wangjiang campus of Sichuan University. My data are first-handed, based on a lot of investigation. However, for lack of funds and time, the collected data may be partial and incomplete, which could have some influence on my results, so I hereby plead for your forgiveness. Market data We made a questionnaire and researched 200 students in front of school restaurants when they passed by. The basic factors in our questionnaire include: their income, their preference, the acceptable price, the satisfaction to the present school restaurants, the ideal location, and so on. Based on the data we collected, I make three charts in order to trim them clearly.The charts tell us that their income is pervasively high, that over half of the students prefer eating pizza to other Chinese food, and that most of all, 54% of the inquired students are not satisfied with the school Chinese-style restaurants. All results show it is beneficial to open a western-style pizza store on Wangjiang campus. Realizing such a commercial opportunity, any company is supposed to take it.Findings By now, no pizza company has opened its first branch store on Wangjiang campus of Sichuan University, which means that the demand of those students who can consume the pizza is not met. Other pizza company has not realized the market. But SCU students have a strong desire for Western fast food. They are weary of eating Chinese food all the time, so they want to change their flavor. Through our survey, those who were under investigation show their willingness to buy pizza if a store is convenient and the price is reasonable, and the proportion account for nearly 60%. Therefore we reckon that the number of customers on Wangjiang campus is about 24,000. So if Domino Pizza sets up a store on Wangjiang campus, it will bring it high payback. Domino Pizza should make the wise decision as soon as possible.Potential actions analysisFirst of all, location is the most important thing. Wangjiang campus is divided into three sectionsEastern Yard, Northern Yard and Southern Yard. But the Eastern Yard, which is near to the south gate and the small northern gate of SCU, is the largest one. Besides, a primary school adjoins to Eastern Yard. There are tens of thousands of students, pedestrians and pupils with their parents passing by this area. So the location near to the Eastern Yard is the best choice. Identify and work out the reasonable rental, and then choose one and sign the contract with school.Second, after having chosen a proper location, Domino Pizza will design the new store layout in accordance with its western style. Then it needs to book the materials and sign the contract with a building decoration company to decoration the new site. When the decoration is done, it needs to employ the staff and order equipments and food material to prepare for the opening ceremony.last but not least, after the store is on the right track, it has to face the completion from the Chinese restaurants, which are previously familiar to students. Therefore, in order to improve its profits, the newly-opened store will take expenses to propagandize its brand. It maybe hold promotional campaigns when necessary.SWOT analysisStrengthsl Domino Pizza has plenty of resources to utilize, including finance and human resources, which can provide the most delicious pizza for students.l Domino Pizza is a famous pizza company, which is widely known by Chinese people.l Domino Pizza is located on the Wangjiang campus, and convenient for the students, which can draw their attention.Weaknesses l As a new company to enter this market, Domino Pizza is not familiar with the situations of SCU students.l The cost of opening a store on Wangjiang campus is high, including the rental, the food materials cost and administrative cost.l Domino Pizza is a western-style food, which means it needs to do some changes to suit for the Chinese students. For example, Sichuan students like spicy food, so one flavor of the pizza can be made spicy.Opportunities l There is no pizza store on the campus. Domino Pizza can be the first one to enter this market.l The flows of people are large, which can be made the utmost use of to stimulate them to buy pizza.l According to the data, the income of SCU students is high. They are able to consume Domino pizza.l We can draw a conclusion that Domino Pizza will be popular among the SCU students on the basis of pie chart. Most of them have preference for pizza. In addition, they hope for such a convenient pizza store.Threats l There are several Chinese-style restaurants on the campus, which are the main competitors to Domino Pizza.l The students are from different Chinese provinces, and they have different tastes, habits and customs. It is hard to mediate.l The price is the top priority to students, who are very sensitive to the price. Which price is acceptable varies from person to person.Conclusion In sum, we can draw a conclusion easily from the data that it is beneficial and wise for Domino Pizza to set up its branch store on the Wangjiang campus of Sichuan University. It can take advantage of the number, income and preference of students, who have expected a pizza store long ago. I am sure that they would support the store strongly and loyally. So the market scale is beyond imagination and sustainable.There is no pizza store in the market at present. So a famous pizza store like this one would attract the attention of students, even the residents who live around the campus. Hence, I strongly believe that opening a pizza store on Wangjiang campus would enable it not only to meet the need of the SCU students, but also improve the profits of Domino Pizza Company. With the success of the store, the manager of Domino Pizza can take into consideration the expansion of the store as the next strategy when necessary. Because of the strong supports from SCU students, I objectively believe that all investment will be paid back in a short time. What the manager needs to do now is to make a precise plan to enter the market as soon as possible.Suggestions 1. Location. As is listed above, it should be chosen in or near to Eastern Yard for the flows of people.2. Products. When it comes to food, Chengdu is particular than other cities, because the residents here are fond of spicy food. It is the same with SCU students, who are from Sichuan and Chongqing province accounting for quite proportions. And lots of student from other provinces have been accustomed to the spicy food. While pizza is a traditional western food, which may not cater for Sichuan people，taste. So the pizza store should produce different kinds of pizza to meet the demand of various students. Especially, you are to capture the main customers by selling a kind of spicy pizza.3. Services. Many students leave dormitory rarely when it rains or they are busy. those Chinese restaurants don，t care about this phenomenon, so the “lazy”students tend to eat junk food or snacks instead of dinner. By comparison, Domino Pizza provides takeout service, on the one hand, which is able to increase its revenue. On the other hand, the store will expand its popularity among the students. However, takeout perhaps isnt enough. There are many students who like eating pizza sitting in store, so Domino should care for their habits and set up seats in store.4. Prices. On the basis of the survey, the students could afford the pizza on the condition that its price varies between 8yuan and 20yuan. But the Domino Pizza store outside SCU is p