可行性报告英文版.docx
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可行性报告英文版.docx
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可行性报告英文版
WhyShouldDominoPizzaOpenaStoreOn
WangjiangCampusofSichuanUniversity?
Preparedfor:
DominoPizzaManagementDeparture
Preparedby:
向鹏基
Date:
December26,2013
Preface
Basedonlotsofinvestigationandmarketanalysis,thisreportiswrittentoindicatewhyDominoPizzawouldliketosetupitsfirststoreonWangjiangcampusofSichuanUniversity.Thisreportiswritteninthefollowingway:
introductionofDominoPizzaCompanyandSichuanUniversity,marketresearchandanalysis,andthensuggestionsandstrategiesandsoon.
Thisreportorganizestheinformationbychartsanddata,aimingatanalyzingthemarketbetter.Weinquireofalotofstudentssothatwehavecollectedthedatafirst-hand,whichisthehighlightofthisreport.
Atlast,IalsowouldliketothankteacherXieforhisguidancetohowtowritethisreport.
Contents
ExecutiveSummary……………………………………………4
Introduction……………………………………………………5
Marketdata……………………………………………………6
Findings…………………………………………………………7
Potentialactionsanalysis………………………………………9
SWOTanalysis…………………………………………………10
Suggestions……………………………………………………13
Appendix………………………………………………………15
ExecutiveSummary
DominoPizzaplanstosetupitsstoreonWangjiangcampusofSichuanUniversity,becausethereisagreatquantityofpotentialdemands.DominoPizza,oneofAmericanbestpizzacompanies,mainlyprovidesdeliciousandcustom-madeontheinternetpizzaforcustomers.Atpresent,ithasopenedmanystoresinbigcitiesaroundChina.
Byourpreciseinvestigation,wefindthatthenumberofstudentsofWangjiangcampuscantotallysupportthenewstore,andtheyarepotentialanddirectcustomers.Wealsohavesurveyedtheirincomeandtheirpreference,whichareoptimistic.Accordingtoprediction,theprojectwillbringincreasesinrevenueandprofitby130%and150%respectivelyinthefirstyearanddomoreintheyeartocome.Thenewstorewillcertainlymeettheneedsofthelargenumberofstudents,andincreasetherevenue.
Atlast,thestoreshouldbeopenedinEasternYard,andconcernwhetherthepriceisreasonableandacceptableformoststudentsornot.
Introduction
Foundedin1960,DominoPizzawasasmallstoreatthebeginning.Butithasdevelopedintoamultinationalpizzacompanyoverthepastyears.Andin1989,DominoPizzaenteredTaiwanmarket,indicatingthatittriedtointerveneintotheBroaderChinesemarket.Finally,itsetupitsfirstbranchstoreinChineseMainlandin1997.Nowadays,itowns23branchstoresinChina.Atpresent,itplanstoexpandmarketstothewesternareaofChina.
SichuanUniversity,isthelargestuniversityintheSouthwestofChina.Atpresent,thereareabout70,000studentsandteachersinSCU.Wangjiangcampus,locatedaroundtheFirstRingRoadofChengducity,hascapacityofabout40,000studentsandteachers.Besides,manypedestriansandvisitorsshuttlebackandforththecampus,whoareableandwillingtoconsumepizza.SoifDominoPizzacanopenitsstoreinorneartoWenhuaAvenue,itbenefitsfromtheproject.
TheprojectisaimedtoimprovetheprofitsofDominoPizzaCompany,andthereportiswrittentoshowsthefeasibilityofopeningbranchstoreonWangjiangcampusofSichuanUniversity.Mydataarefirst-handed,basedonalotofinvestigation.However,forlackoffundsandtime,thecollecteddatamaybepartialandincomplete,whichcouldhavesomeinfluenceonmyresults,soIherebypleadforyourforgiveness.
Marketdata
Wemadeaquestionnaireandresearched200studentsinfrontofschoolrestaurantswhentheypassedby.Thebasicfactorsinourquestionnaireinclude:
theirincome,theirpreference,theacceptableprice,thesatisfactiontothepresentschoolrestaurants,theideallocation,andsoon.Basedonthedatawecollected,Imakethreechartsinordertotrimthemclearly.
Thechartstellusthattheirincomeispervasivelyhigh,thatoverhalfofthestudentsprefereatingpizzatootherChinesefood,andthatmostofall,54%oftheinquiredstudentsarenotsatisfiedwiththeschoolChinese-stylerestaurants.Allresultsshowitisbeneficialtoopenawestern-stylepizzastoreonWangjiangcampus.Realizingsuchacommercialopportunity,anycompanyissupposedtotakeit.
Findings
Bynow,nopizzacompanyhasopeneditsfirstbranchstoreonWangjiangcampusofSichuanUniversity,whichmeansthatthedemandofthosestudentswhocanconsumethepizzaisnotmet.Otherpizzacompanyhasnotrealizedthemarket.ButSCUstudentshaveastrongdesireforWesternfastfood.TheyarewearyofeatingChinesefoodallthetime,sotheywanttochangetheirflavor.
Throughoursurvey,thosewhowereunderinvestigationshowtheirwillingnesstobuypizzaifastoreisconvenientandthepriceisreasonable,andtheproportionaccountfornearly60%.ThereforewereckonthatthenumberofcustomersonWangjiangcampusisabout24,000.SoifDominoPizzasetsupastoreonWangjiangcampus,itwillbringithighpayback.DominoPizzashouldmakethewisedecisionassoonaspossible.
Potentialactionsanalysis
Firstofall,locationisthemostimportantthing.Wangjiangcampusisdividedintothreesections—EasternYard,NorthernYardandSouthernYard.ButtheEasternYard,whichisneartothesouthgateandthesmallnortherngateofSCU,isthelargestone.Besides,aprimaryschooladjoinstoEasternYard.Therearetensofthousandsofstudents,pedestriansandpupilswiththeirparentspassingbythisarea.SothelocationneartotheEasternYardisthebestchoice.Identifyandworkoutthereasonablerental,andthenchooseoneandsignthecontractwithschool.
Second,afterhavingchosenaproperlocation,DominoPizzawilldesignthenewstorelayoutinaccordancewithitswesternstyle.Thenitneedstobookthematerialsandsignthecontractwithabuildingdecorationcompanytodecorationthenewsite.Whenthedecorationisdone,itneedstoemploythestaffandorderequipmentsandfoodmaterialtopreparefortheopeningceremony.
lastbutnotleast,afterthestoreisontherighttrack,ithastofacethecompletionfromtheChineserestaurants,whicharepreviouslyfamiliartostudents.Therefore,inordertoimproveitsprofits,thenewly-openedstorewilltakeexpensestopropagandizeitsbrand.Itmaybeholdpromotionalcampaignswhennecessary.
SWOTanalysis
Strengths
●DominoPizzahasplentyofresourcestoutilize,includingfinanceandhumanresources,whichcanprovidethemostdeliciouspizzaforstudents.
●DominoPizzaisafamouspizzacompany,whichiswidelyknownbyChinesepeople.
●DominoPizzaislocatedontheWangjiangcampus,andconvenientforthestudents,whichcandrawtheirattention.
Weaknesses
●Asanewcompanytoenterthismarket,DominoPizzaisnotfamiliarwiththesituationsofSCUstudents.
●ThecostofopeningastoreonWangjiangcampusishigh,includingtherental,thefoodmaterialscostandadministrativecost.
●DominoPizzaisawestern-stylefood,whichmeansitneedstodosomechangestosuitfortheChinesestudents.Forexample,Sichuanstudentslikespicyfood,sooneflavorofthepizzacanbemadespicy.
Opportunities
●Thereisnopizzastoreonthecampus.DominoPizzacanbethefirstonetoenterthismarket.
●Theflowsofpeoplearelarge,whichcanbemadetheutmostuseoftostimulatethemtobuypizza.
●Accordingtothedata,theincomeofSCUstudentsishigh.TheyareabletoconsumeDominopizza.
●WecandrawaconclusionthatDominoPizzawillbepopularamongtheSCUstudentsonthebasisofpiechart.Mostofthemhavepreferenceforpizza.Inaddition,theyhopeforsuchaconvenientpizzastore.
Threats
●ThereareseveralChinese-stylerestaurantsonthecampus,whicharethemaincompetitorstoDominoPizza.
●ThestudentsarefromdifferentChineseprovinces,andtheyhavedifferenttastes,habitsandcustoms.Itishardtomediate.
●Thepriceisthetopprioritytostudents,whoareverysensitivetotheprice.Whichpriceisacceptablevariesfrompersontoperson.
Conclusion
Insum,wecandrawaconclusioneasilyfromthedatathatitisbeneficialandwiseforDominoPizzatosetupitsbranchstoreontheWangjiangcampusofSichuanUniversity.Itcantakeadvantageofthenumber,incomeandpreferenceofstudents,whohaveexpectedapizzastorelongago.Iamsurethattheywouldsupportthestorestronglyandloyally.Sothemarketscaleisbeyondimaginationandsustainable.
Thereisnopizzastoreinthemarketatpresent.Soafamouspizzastorelikethisonewouldattracttheattentionofstudents,eventheresidentswholivearoundthecampus.Hence,IstronglybelievethatopeningapizzastoreonWangjiangcampuswouldenableitnotonlytomeettheneedoftheSCUstudents,butalsoimprovetheprofitsofDominoPizzaCompany.Withthesuccessofthestore,themanagerofDominoPizzacantakeintoconsiderationtheexpansionofthestoreasthenextstrategywhennecessary.
BecauseofthestrongsupportsfromSCUstudents,Iobjectivelybelievethatallinvestmentwillbepaidbackinashorttime.Whatthemanagerneedstodonowistomakeapreciseplantoenterthemarketassoonaspossible.
Suggestions
1.Location.Asislistedabove,itshouldbechoseninorneartoEasternYardfortheflowsofpeople.
2.Products.Whenitcomestofood,Chengduisparticularthanothercities,becausetheresidentsherearefondofspicyfood.ItisthesamewithSCUstudents,whoarefromSichuanandChongqingprovinceaccountingforquiteproportions.Andlotsofstudentfromotherprovinceshavebeenaccustomedtothespicyfood.Whilepizzaisatraditionalwesternfood,whichmaynotcaterforSichuanpeople,taste.Sothepizzastoreshouldproducedifferentkinds
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