可行性报告英文版.docx

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