The Business Plan Of "JINYIJIA" Catering Project

Nowadays,the new market opportunities in China,may exist in the huge and no-monopoly fields.And the catering market should be like that: Firstly,Chinese catering market is very large.In 2014,the revenue of our national catering market is about 2.79 trillion yuan,and 3.23 trillion yuan in 2015.The annual growth rate is about 10%,and also was a trend of an accelerating growth.Secondly,the catering market has not been occupied by some giant monopolies.In 2014,the number of carting enterprises above designated size(who's annual revenue is above 2 million yuan,and hires more than 40 employees)is just 26634,and their total revenue is just 461.53 billion yuan(only 16.57% of the whole industry).Thirdly,the quality of the players in catering market is varied,Now the main players in Chinese carting market are individual business,and their business management and quality control level is not good.Every year,the rising price increases the burden of people's life.And along with the economic slowdown,the economic pressure of some consumers,especially young people increased very much.Dietary issues gradually become a problem of this consumer: If people cook at home,the test and cost can be controlled,but too time and personal energy will be took every day.If people eat outside,they can save a lot of time,but the cost will rise,and the food quantity can't be guaranteed.The restaurant owners also have problems: rising rental costs suck most of their profits;increasing labor cost increase the burden of owners.Most of the catering operators can't keep running more than 3 years.At present,more and more people use of mobile Internet.And this brings some new opportunities to catering market.Elme,Baidu and other food-distribution platform created a new consumption model.Consumers order their food online,catering owners product foods,and this platform arranged the distribution to consumers.This is just like a Taobao model.Though that catering owner can provide their services to more people,this also brings them some new market opportunities.With the superpower of internet technology,the development of robot technology,the continuous escalation of logistics and distribution system,the emergence of intelligent buildings,customers can get their foods easily at home,and factories also can product and deliver food to customers smoothly.Food production will be centralized and monopolized by large factories with the intelligent machine."Jinyijia" catering project want to reduce the price of food for people,by reducing the cost of production.At the same time,with our good management,with the internet resources,we want our consumers eat inexpensive meals every day.And our company also is a giant in the future.At the beginning of this paper,this article introduces the background of "Jinyijia" catering project overview.After that we analysis the external market environment,competitors,customers' needs.Then we confirm our product position and competitive advantage,and make the marketing plan,operational plan,financial arrangements,etc.,as our future operation manual.