MarketingResearch.docVIP

RICE BALLHealthy-Lightly-Tasty Professor: Dr. Trappey Student: 9662513 Vanessa (劉香妙) Index Marketing Research Positioning decisions – 4P Strategy Relationship Supply Chain Management Break Even Point Analysis SWOT analysis Conclusion Marketing Research Environment: Hsin Chu city, a science-based industrial park, most of population are coming from different city or county. A high quality and fast service will be needed when planning to own a small fan tuan shao che, and the price might not a major concern if people can get sufficient services. After search some major roads which is the way to science-based industrial part, chose the Shi-Pin road (食品路) , this road has a feature that easy to park at roadside. MAP - Competition in neighborhood: 2 breakfast stores : They are selling sandwich, egg cake, hamburger, drink have: milk tea, soy bean milk, red tea. Positioning decisions – 4P strategy Market segment: white-collar, college students Key issues The major business is “take out service” Easy to park is prefer. Plan to have a small side dish but with quickly get way, see below photo. Rice ball side dish : use a round store with colorful decoration (green and yellow) Find the 2nd hand for coffee machine and squeezer (for soy bean milk) The feeling of decoration will be “healthy, lightly, tasty” Open Time: 7~14PM, 7 days a week. Breakfast, lunch and brunch (from 13th month, start to close on every Sunday and Chinese New Year) Targeting Net Profit: NT$100K per month Break Even Point: Within 12 months Products and Price Rice Ball (BBQ): after over 100 times trial and error, come out the final revision for marketing - low fat, fantastic taste, like mommy’s dishes ?Size : 12.5 * 8 cm ?Brown color : It’s the baked rice, under 150 degree, 2 minutes ?Yellow color : It’s the white sesame ?Colorful 2 pieces : Dried laver Products Pricing (NT$) Cost (NT$) Net Profit (NT$) Rice Ball (BBQ) 25 15 10 Rice Ball (vegetable) 25 15 10 Special Coffee 25 10 15 Ya-Li Mount