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1、20162016 20162016 Business Plan Happy Hotpot House Introduction LORE Marketing Analysis LORE SWOT Analysis LORE Team introduction Background 01 Company Profile 02 Introduction 1 Background business idea Hotpot Industry Analysis Comparison between Top100 hotpot revenue of the total catering industry
2、revenue Hotpot Industry Analysis 2010 2014年火锅类百强与餐饮百强整体营业收 入占比 年份 火锅类百强营业总 收入 亿元 餐饮百强 营业总 收入 亿 元 所占比例 2010321 261395 84 23 02 2011335 161586 52 21 13 2012415 621850 56 22 46 2013485 411911 56 25 40 2014539 24191928 10 Top 100 revenue of the total catering revenue ratio 321321 2626 335335 1616 415415
3、 6262 485485 4141 539539 2424 23 02 23 02 21 13 21 13 22 46 22 46 25 40 25 40 28 10 28 10 Catering Industry Analysis 2014年餐饮饮百强企业业各业态业态 盈利情况 数值值 万元 店 同比增长长率 数值值 同比增长长 率 餐馆馆 酒楼 1445 9 8 550 3 快餐503 7 1 33 4 0 2 火锅锅677 93 83 90 2 西餐469 3 1 16 21 6 休闲闲 餐饮饮 513 5 15 30 12 6 宾馆宾馆 餐饮饮 11523 11 74 10 8 团团膳
4、488 4 1 48 3 0 6 Revenue of T100 companies from different catering segments 火火锅锅锅锅677677 9 93 3 8 83 3 9 90 0 2 2 同比增长长率 8 5 1 3 3 8 1 1 1 1 15 3 11 7 1 4 Background Qustionnaire 02 response to a newly open hotpot restaurant nearby Questionnaire 1 Concerns most when choosing a hotpot restaurant Ques
5、tionnaire 1 E E 口味口味D D 营养营养 Chart was made based on statistics collected from questionnaire among30 students in Heilongjiang University University Students Expenditure 2 Competitors 3 Layout 4 Product Part 2 Market Analysis Industry Analysis Market Trends Customer Needs Analysis Competitive Environ
6、ment 2 1 Industry Analysis Long History 2 Categories North Series South Series Attempt on Franchise Chain 2 2 Market Trend Excellent Service Theme 2 3 Customer Needs Analysis Hotpot Followers Single Persons Partnerships 2 4 Competitive Environment 6 hotpot restaurants around HLJU 2 of them with high
7、ly recognized theme La Zhuang dance performance higher price Xi Yuan small pot unavailable to group bookings Strength 01 Opportunity 03 Weakness 02 Threats 04 SWOT ANALYSIS Weakness Food Safety and Health Problem Procurment lack established and reliable supplier Raw Materials Processing the cleaness
8、 and freshness Weakness Serivce Employment and Customer Experience Recruitment hard to find trained staff Customer Experience less satisfied More Competitors 01 Less Market 02 Threats More Competitors Established Brand such as Haidilao Xiaofeiyang Donglaishun Small scale and medium size hotpot resta
9、urant Customer Base Good Reputation Low Price Featured Service The market has saturated Take Chengdu as the example 11398 hotpot restaurant was running in 2014 1 495 Hard to open the chain Less market Strength Marketing startegy featured theme hotpot restaurant Management more flexible and easier to operate 01 02 Opportunity Location Less competition in the surrouding business environment Environment Wet and cold environment in the local area 01 02
