Research On The Business Plan Of Dairy Fairy Ice Cream Brand Store

Ice cream market is very mature overseas. The total global sales volume in2010is$65billion. The global spending of ice cream is steadily increasing at a speed of2.5%. European market and North American market are both mature markets, however, Chinese market just started. The annual per capita consumption in America is30kg, but2.5kg in China. We can find out the huge development space which will lead a good business opportunity. Spotting the violent development of ice cream industry, a lot of investors turn into this field. Many products in domestic belong to the low-end, the high-end ice cream takes a low proportion. However, it will become the future trend in ice cream market to meet the high quality need of customers. Soft ice cream caters consumption demand and leads the development of ice cream industries, depending on their freshness, health, diversification and romance feeling. The cost of soft ice cream brand store is relative higher because of there is participation fee and brand royalty. But with the help of brand operator, we can cover the shortage of operating experience on this business. So that, to join in a chain operation band store is a good chance for those entrepreneurs who are willing to take part in this field, have a strong sense of business, but lack of experience. This article can act as a guide for those who want to start their own business.This article uses the theory of entrepreneurial management to analyze how to choose a good innovation program and research the business plan. Using the five-force model to analyze ice cream industry and choose the soft ice cream as our target market. According to the method of competitive advantage analysis, we analyze the advantage of each present soft ice cream brand and each available store location. The brand we choose is DF, and the store location is the4th floor of Yi He City shopping mall. Our business pattern is chain operation, so that, headquarter of DF will be responsible for the product development, store design and construction. We make a market planning for the future three years according to current situation of local soft ice cream industry. We will use self-financing for the initial investment of0.52million RMB. The payback period will be8months, shorter than expected payback period, and the anticipated income within three years will be2.15million RMB. So that, it is a low investment and high return project.