Contents
Business Consideration
Religions
Employment
Infrastructure
Pollution control
Water Resources
Legal Environment
Publishing Industry
Social Customs
Location plan
Market Situation
Competitive Situation
S.W.O.T
Marketing Objective
Financial Objectives
Product Line
Marketing Research
Insurance
Press Kit
Financial analysis
Our group’s idea is about a Japanese Buffet
Restaurant. We plan to open our restaurant on
West Nanjing Rd in Shanghai. It’s a very famous
shopping mall in Shanghai. So there have enough
customer resources.
Mission
Statement
Propagandize
healthy,fresh and
nutritional food of
the culture,and
become the most
popular Japanese
buffet restaurant
in shanghai
The people`s
republic of china is
the full official
name,the capital o
china is Beijing.It has
a land area about 9.6
million square
kilometers and it is
one of the largest
countries in land size
in the whole world.
Population and density
• Location:Eastern Asia,bordering the East China Sea,Yellow
ea,between north Korea and Vietnam
• Area-comparative:slightly smaller than the US
• Irrigated land:498,720 sq km
The 4th Nationwide
Census taken in 1990
showed that there
were 182 million
illiterates over 15
years old in china.The
illiterates accounted
for 22.23% of the total
and the illiterates
among middle-aged
and young group .
Religions
The three main religions in china are Buddhism,Taoism and
Confucianism.Confucianism looks for perfect humanity in the
world.Taoism looks for universal unity.
People sought happiness,good health and prosperity by
worshi ping and appeasing the spirits.
From a linguistic point
of view of our 56
national language
belong to the five major
speaking:Chinesespeaking,industry
speaking, South Asia.
In addition, the Korean
language and Beijing
are yet to be determined
is.
Educational System
 Pre-school education for
the 3-5 years old children
in kindergartens.
 Primary education for 6-11
years old children
 Secondary school provided
to 12-17 years old children.
 Higher education
constituted by those for
vocational college
students,undergraduates,p
ostgraduates and doctorial
students.
Economic system
Economic restructuring is
one of the main aspects pf
China`s reform.In the first 30
years after the founding of
the PRC,the Chinese
government carried out a
system of planned
economy,and targets and
quotas for various spheres of
economic development were
all set by the special
“planning committees”of the
state.
Real estate value
To some foreign companies, doing business in China is
very difficult. Besides the language and cultural
difference, the concerns facing foreign businesses may
range from the not-so-transparent laws and regulations.
Economic plan for prosperity
China’s legislature on Tuesday endorsed a government
plan calling for lower-than-expected 8 percent economic
growth in 2006, while Premier When Jiabao rebuffed
speculation over further currency adjustments.
Employment
Employment has a vital
bearing on the people’s
livelihood. It is the
fundamental
prerequisite and basic
approach for people to
improve their lives.
while Premier When
Jiabao rebuffed
speculation over further
currency adjustments.
Ten years ago,
most Chinese
people had
never seen a
mobile phone.
Today,
however, 150
million
Chinese
people own a
mobile phone.
Ten years ago,
most Chinese
people had
never seen a
mobile phone.
Today, however,
150 million
Chinese people
own a mobile
phone.
Environmental Protection/Conservation
Measures
The choice of implementing a sustainable development
strategy. China’s modernization drive has been launched
in the following conditions: the country has a large
population base, its per-capita average of natural
resources is low, and its economic development as well
as scientific and technological level remain quite
backward.
Pollution control
The Communist Party of China (CPC) has called for
more efforts to prevent and control pollution with aim to
reverse the deterioration of the environment and ecology
in the coming five years, according to a document
released here Tuesday.
The China Animal Society promotes research and
academic exchange on animal protection. The China
Association for Wild Animal Protection and the China
Association for Small Animal Protection are national
network of activists in this field.
• Sustainable Marine
Development Strategy
• Rational Development
and Utilization of Marine
Resources
• The Protection and
Preservation of the Marine
Environment
• The Development of
Oceanographic Science,
Technology and
Education
Water Resources
A national
comprehensive
survey on China’s
water resources will
be completed by
2002, a water
official said
Wednesday.
Air quality and protection measures
In an effort to reduce
air pollution in Beijing,
the municipal
government in 1999
ordered city vehicles to
convert to liquefied
petroleum gas and
natural gas. By 2002,
Beijing had the largest
fleet of natural gas
buses in the world-a
total of 1,630 vehicles.
Constitution &legal system
China’s legal system includes laws of seven categories:
1. The Constitution and related laws
2. Civil and commercial laws
3. Administrative laws
4. Economic laws
5. Social laws
6. Criminal laws
7. Litigation and non-litigation procedural laws
People’s courts
Local people’s courts
 The High People’s
Courts
 The Intermediate
People’s Courts
 The Primary people’s
Courts
 The special people’s
Courts
Hierarchy of Chinese system of Law
Strictly speaking, Chinese legal hierarchy can be
classified into 7 different levels of law, namely, the
constitution, the national laws, the administrative
regulations and he provincial or local regulations.
The legal authority of there legal prescriptions
descends accordingly.
Legal Environment
• Over view
The Chinese government
is aware that intellectual
property right protection is
a key for attracting foreign
investment in IT industry.
Both local and foreign
intellectual property
owners continue to suffer
from widespread
intellectual property rights
violations
The internet has become a spectacle in the Chinese
society. In the last 10 years China’s internet has
grown a marginal industry to a mainstream and still
continues to gain ground in the society. It started
from scratch on a non-existent market and seems to
be expanding to the limitless.
Publishing Industry
China has
seen a marked
development
in its
publishing
industry in the
1996-2000
period, with
the publication
of a large
number of well
accepted, high
quality cultural
products.
According to the
official, China has
been exerting
continuous
efforts to curb the
production, sale
and circulation of
pornographic
publications and
has started a
special campaign
to crack down on
Falun Gong
publications, and
has achieved a
good results.
Social Customs
China’s different peoples have developed individual
customs regarding food, clothing and etiquette, in
response to their own particular environments,
social conditions and levels of economic
development.
It is one of the most important
socio-economic system for a
country in modern times. To
establish and improve a
social security system
corresponding to the level of
economic development is a
logical requirement for
coordinated economic and
social development. It is also
and important guarantee for
the social stability and the
long term political stability of
a country.
4. What is your occupation____?
A. White collar B. blue collar C. student D. others
A
B
C
D
We are going to locate our restaurant in an
area that more people can notice. So we
chose Xujiahui to do marketing research.
7. How often do you eat outside?
A.Every day B.once per week C.once per month
D.others
D
C
B
A
0
20
40
60
80
We will know how many people will go our restaurant have
meal every day through this question. According to the answer,
we know how many food we should prepare everyday, that we
have enough food supply for customers.
8. Do you like buffet?
A. Yes
B. No
Yes or no
yes
no
percent
75
25
This is a basic question for marketing research because we
must know people like buffet or not. The result we get were
quite good.
Location plan
Specific location in Shanghai
Our sakura Japanese buffet restaurant will be located in Shanghai
Meilongzhen Plaza. It is a very famous department store in Shanghai .
It locates on the 4th floor of this building. So it will be very convenient
for custoemr to find our restaurant. And around west Nanjing Road,
there are a lot of business buildings. Therefore I am sure we will have
enough customer resources.
Map
Market Situation
Shanghai has been
China's centre of
commerce and an
internationally-famous
metropolis for the past
hundred years. Its food
and restaurant industry,
in particular, has
attracted outstanding
chefs and connoisseurs
to its doorsteps, each
contributing his valuable
expertise and opinions.
Competitive Situation
•
•
•
Atmosphere
Sanitation Condition
Service Attitude
Price
Taste
Atmosphere
Graceful environment and well-equipped facilities
always make every customer feel satisfied.
Sanitation Condition
In order to make every customer have the food
safely, the restaurant keeps sanitation being the
most important thing.
All waiters have accepted a good training
they serve every customer with the
principle-Customer is God.
Price
Every customer can
learn the price every
kind of food clearly.
Compared with
other restaurants,
here may be the
lowest which can be
met the expenditure
of the customers on
different layers.
Taste
They have many
senior cooks,
supply different
tastes for
different people .
S.W.O.T
Strength
Weakness
Opportunity
Threats
Strengths
• Our restaurants' raw
materials are all
imported from Japan
directly
• Our sashimi use the
best materials in Japan
• The cooks of our
restaurant are all
Japanese, so we can
provide the best
Japanese food to our
customers
• Our food is the most
fresh of other Japanese
restaurants in
Shanghai
Weaknesses
Our restaurant’s weaknesses have 4 parts:
• Marketing weakness
• Cost weaknesses
• Price weakness
• Management weakness
Marketing weakness
1. Our restaurant is a new Japanese restaurant, so we
don’t have consumers basic.
2. Shanghai has many Japanese restaurants, so we
have many competitors in shanghai.
Cost weaknesses
1.our restaurant is neat the plaza 66, so the rent is
expensive.
2. We don’t have multiple shops, so can’t stock too
much every times also can’t debase stock cost.
Price weakness
our restaurant’s price is
100-150RMB/people.
More expensive than
other Chinese
restaurants. For
example: Takumi, dayu
and haizhixing, these
Japanese restaurants
are famous in shanghai,
but theirs price is little
same as us. So our
price don’t have strong
competitive.
Opportunities
• Consumers are disappointed with the
competitors not fresh foods
• Consumers are showing increased interest in
Japanese buffet
• Consumers are showing increased interest in
Japanese culture
• More and more Japanese come to Shanghai
for living or working, for example there are
about 40000 people are extended living in
Shanghai and the floating people is about
100000
Threats
• Firstly: There have many
Japanese restaurants in
shanghai. So our restaurant
has many competitors.
• Secondly: One of the
reasons is history. Because
the history. Many Chinese
do not like Japan. They hate
Japanese very much.
• Thirdly: Our restaurant is
near the heng long Plaza.
There have many company,
people in there is rich. Near
heng long Plaza have more
than hundred restaurants.
Marketing Objective
• For a new Japanese cafeteria, we do
not have any advantages compare with
other Japanese cafeterias, but also want
to have the advantage, in order to
capture the cafeteria market.
• There are over 40 brands of Japanese
cafeteria in shanghai. We plan to open
4-5 Japanese cafeteria, at least 3 in
shanghais from 2006 to 2010. The
growth rate is opening 1-2 cafeterias/a
year. The market share will reach to 8%
of the market, at least 5% in the 2010.
Financial Objectives
•
•
•
•
•
Our restaurants must earn an annual rate of return on investment over the
next three years of 30% over taxes.
The first six months we should produce our net profits of 300,000 RMB.
And every next six months we should increase the net profits over 5%.
The first three months we should make our customer volume reach about
150 people every day.
And every next three months we should increase our customer volume over
10%.
Targeting
• We decided: Our main
customers are white
collar and Japanese.
Their age is about 20 to
35.
• Why we choose white
collar and Why we
choose Japanese.
Why we choose white collar
Our restaurant is near
heng long Plaza, there are
many shopping centers.
This place is popular in
Shanghai. Many people
like go there shopping.
There have many foreign
companies. Lots White
collar work in here.
Because they work hard,
they do not have times to
cook. They always eat
outside.
Why we choose Japanese
Because of Shanghai have many Japanese. Japanese
do not like eat Chinese, they want to eat Japanese foods.
Our restaurant foods taste has not lost native country,
and the atmosphere, the mood and feeling very Tokyo.
Positioning
Our restaurant’s positioning is
the only Japanese restaurant
which provides the real
Japanese food in Shanghai.
Our buffet provides the most
fresh seafood which all
imported from Japan directly.
And we also choose the best
suppliers in Japan to deliver
the best raw materials in
Japan to our restaurant.
Product Line
There are three
thing
• Food
• Environment
• Entertainment
Food
• Staple food: fried
noodles, fried rice, rice
roll ,etc
• Dessert: cheese cake,
matches cake,
tiramisus, pudding,
chocolate cake, (about
15 kinds) etc.
• Fried: tempura( about
10 sorts)
• Yakimono (BBQ): fish,
beef, pork, chicken,
shellfish, mutton chop,
etc.
• Sushi: more than 20
types
Environment
• 7 VIP rooms with 2 small
rooms which can let 5 people
sit together and 5 big rooms
which can let 10 people sit
together
• we divide our hall into
smoking area and nonsmoking area then customers
can choose where to sit
• our restaurant's hall can
contain approximately 200
people to have meal together
Entertainment
• we invite Japanese traditional dancer to perform during
the dinner time
• there is a Children area in our restaurant which can let
customers' children have fun there
• in some festivals and holidays there will be some
Japanese singer sing in our restaurant
Price
Price policy: Below the
average market price.
Explain: The main
consideration is our target
market and position. If a
new restaurant wants to
share the market, the
price must below the
average market price.
After-sales Service
The detail contents are:
1. How to get the invoice.
2. How would you can become the VIP
3. How to pay the money via internet and the safety of
this way to pay the money.
4. Customers feedback
Advertisings
• We put the advertisements on the website is
http://cate.shanghai.koubei.com. The reason we make
the advertisement on the Internet is that this website is
famous in shanghai and they often introduce some
famous restaurants and some good place to have the
dinner.
• The newspaper: that we put our advertisement in
shanghai morning post.
Sales promotion
There are two promotion we used:
• Voucher
• Discount
Voucher
attract the customer that goes to our Japanese
cafeteria in the half an hour. Make people know with
quickest time that our Japanese cafeteria has
opened. If voucher can take back all, we will get
immovable income from the vouchers. And when
customer have a meal in our restaurant and approve
of our foods and services, they will have a meal in
our restaurant again.
Discount
Every people all like to have a VIP card of a company which they
want consume to. This promotion can help a company have a fixed
income. We open the VIP card function is want to attract more and
more customers and hope they can consume in our restaurant again
and again.
Marketing Research
• Market Research Problem:
In this market research, I
want to find the most
welcomed Japanese
restaurant by customers in
Shanghai.
• Market Research
objective: From this
research, we can learn the
advantages of this most
welcomed Japanese
restaurant in Shanghai, and
improve our restaurant’s
food and service.
Legal Considerations
•
•
•
•
Restaurant License
Application Process
Food License
Special law in our
industry
Restaurant License
As defined by regulations of the Shanghai Dept. of
Health and Social Services, a restaurant is any
building, room or place where meals are prepared,
served or sold to transients or the general public,
and all places used in connection with the building,
room or place and includes any public or private
school lunchroom for which food services is
provided by contract .
Food License
A food license is
required for the sale of
any edible substance.
Fees are determined
by gross annual food
sales as follows:
240RMB if gross
annual food sales are
less than
160,000RMB;
480RMB if
160,001RMB240,000RMB.
Special law in our industry
To shore up food supply security
and protect against terrorist
threats, the China Food and
Drug Administration on
December 6 issued final rules for
the establishment and
maintenance of records relating
to food. Under Section 306 of the
2002 China Act, the secretary of
the Department of Health and
Human Services was charged
with issuing regulations requiring
persons who manufacture,
• Property Insurance
• Hospitalization insurance
• Industrial injury insurance
• Accident Insurance
Property Insurance
Its coverage includes loss
to real property, personal
property and loss of
revenues. The scheme not
only can protect against
wind, flood and
earthquake perils, but also
protect against outbreak of
infectious diseases, food
poisoning and the
terrorism such as murder
or suicide, actual.
A direct consequence of occupational injuries caused
harm to the life and health of workers, and the mental
suffering and economic losses of workers and their
family members caused by this consequence. It means
the right to life, health, survival and labor of workers was
been affected, damaged or deprived.
Hospitalization insurance
When employees fall ill or injured can have medical
services or financial compensation from state or society.
Then they will not have to worry about their daily work.
It is for employees compo. The insurance pays the
damage by the staff meet the accident during the
working time at the hotel. It protects both restaurant and
employees to reduce the loss and risk.
• This present is for our customers, we give this free gift to
our customers because we want help us to promote our
restaurant to their friends and families.
• We will put our logo on the casing of the present, and
according to different season or festivals we are going to
change our present.
Initial Balance Sheet
Income Statement
3331248
Total RMB
3608852
15000000
6940100
10000000
6609600
6480000
5000000
3172608
0
3436992
Sales
1890000
3369600
3110400
1710000
907200
820800 1530000
734400
648000 1350000
Cost of sales
982800
889200
795600
702000
Gross profit
20000000
25000000
30000000
Sales Cost of sales Gross profit
This graph the major content is our sales situation at three
years, now we can see the sales is have increase trend, and
the 2008 year to 2009 year the increase speed is faster than
2007year to 2008 year.
Projected Cash flow Statement
3500000
3000000
2500000
2000000
Cash from operating
activities
Cash from investing
activities
Cash from financing
activities
1500000
1000000
500000
0
-500000
-1000000
1
2
3
-1500000
The following chart illustrates our monthly cash flow for years
The table shows three years of annual totals. First year monthly
figures as presented in the appendix.
10000000
8000000
6000000
4000000
2000000
2007 Total 2008 Total
2009 Total
0
2007
Total
2008
Total
2009
Total
Cash&marketable
securities
Total stockholders'
equity
The balance sheet is a basic for scale the
business financial.
So we choose the four items form the balance sheet.
These four items are typical information.
Financial ratios are useful indicators of a firm’s
performance and financial situation.
•
•
•
•
•
In the following, we will choose some key items:
Return on assets
Return on equity
Gross Profit Margin
Net Profit Margin
Inventory Turnover
100%
80%
60%
40%
20%
0%
%
%
%
%
times
Return on
assets
Return on
equity
Gross Profit
Margin
Net Profit
Margin
Inventory
Turnover
2007 Total
2008 Total
2009 Total
Break-even of 2007
Break-Even Quantity
units
1836
Break-Even Sales
RMB
91800
Margin of Safety
units
127764
Margin of Safety
RMB
6388200
Margin of Safety
% of sales
98.58
Break-even of 2008
Break-Even Quantity
units
2177
Break-Even Sales
RMB
108850
Margin of Safety
units
130015
Margin of Safety
RMB
6500750
Margin of Safety
% of sales
98.35
Break-even of 2009
Break-Even Quantity
units
2405
Break-Even Sales
RMB
120250
Margin of Safety
units
136397
Margin of Safety
RMB
6819850
Margin of Safety
% of sales
98.27
Organizational Chart
General
Manager
HR
Department
Director
Driver
Employees
Logistic
General
Accountant
Sales
Department
Director
Accountant
Assistant
Group member
Name: Leila lu
Age: 23
Position: General Manager
Group member
Name: Zoe Qin
Age: 18
Position: HR
Department Director
Group member
Name: Cici Ying
Age: 21
Position: General
Accountant
Group member
Name: Andy Chen
Age: 21
Position: Sales
Department Director
The end
Thank you