The Way Of AGRIS Green Food Store And The Investment Project's Economic Evaluation

The purpose of this article is to determine the feasibility of green food chain store project, which constructed by Beijing Agris Business Chain Co., Ltd. (Shortened form AGRIS hereinafter).Benefited by the sustaining and fast development of Chinese national economy, the resident population have stronger consume power and want better commodity with perfect service. AGRIS finds that green foods have large market in China and the market's venture can not be neglected, therefore, AGRIS wants to know how to make the project's investment decision-making, this article will give the answer by applying the theory and methods of the feasibility study on construction project.This article summarizes the actuality and future trend of Chinese food industry and food safety's countermeasure. This article also discusses the project's business model and location selection.Then gets a conclusion that AGRIS will take the following retail business model: Speciality Store or Whole Foods Supermarket as the chief selection, Convenience Store and Exclusive Shop as the secondary, Shop on Network as the essential complementarity. AGRIS will supply safety, healthy, nutritional and high quality green foods with professional service. AGRIS will take differentiation strategy and conservative investment decision-making in order to getting higher return and lower venture.This article analyzes the development circs and market opportunity on food retailing. This article believes that AGRIS's target consumers is the upper-middle-income urban residents and the core consumers is the high-income urban residents. This article forcasts that market situation and competition is not severity. The price of green foods will rise continually because of the fact that average food CPI from 2003 to 2007 is 6.17 percent and green foods'demand exceeds supply.The per-capita food expenditure of urban family growing at 8. 21 percent will accelerate AGRIS's sale.Above all, the aim of this article focuses on the project's feasibility study, including total amount and structure of the investment expenditure, sources & cost of capitals, hypothesis for the basic data, making financial statement(income statement, balance sheet and cashflow statement), repayment analysis and risk analysis, comparing the economic evaluation among three kinds of capitals(equity capitals, debt capitals and mixed capitals), giving the main conclusion and suggestion of the feasibility study of the project at last. Thereinto, the financial indexes (FNPV, FIRR, PBP) give the same conclusion that the project is feasible, while BEP and Sensitivity Analysis show that the project still has some venture. Especially the method of system flexibility analysis discovers that 74.07 percent of the compute conclusion indicates that the project has strong earning capacity along with some venture. Finally this article draws a conclusion that the investment project of single green food store is feasible: and gives several policy suggestions.In practice, this article can provide the basis for investment decision-making and implementation of the AGRIS green food chain store project, help the investor to raise money, or supply reference for the investment preparation of other similar projects as well.