国际营销-大娘水饺案例.pptVIP

DaNiang Dumpling Marketing Plan 孙冰清 周芷彦 陈青 徐婷 谢怡航 Safety and Stability Trade Policy “A Melting Pot” Immigration Three Meals Tastes Ways of?Cooking Powerful Economy Economic Crisis Recover Meals Time Feature Content Place Breakfast around 8am ?Being substantial? bread, milk, eggs, fruit juice, cereal, coffee, sausages, bacons At home Lunch 12 -14 Being simple (fast food) sandwiches, fruit, coffee, burgers, hot dogs In the workplace Dinner around 6pm Being relatively rich steak, pork chops, barbecue, fried chicken, bread, butter, vegetables, fruit, snacks In the restaurant Shape: semicircle Vs. quadrangle length: 3.5 inch, height: 2 inch, weight:1 ounce Ingredients: Remain classic match, create new flavors. beef, turkey, mutton, chicken, green beans, potatoes, lettuce, cauliflower, carrot and cucumber Cooking: boiling, steaming, and frying Flavor and sauce: vinegar, soy sauce, thick chili sauce mustard, salad dressing, ketchup, cranberry sauce, peanut butter special soup Ethnic Chinese （leading customers ） Many Chinese people like dumplings. There are many ethnic Chinese in some big cities in America. Students The White-collar （main customers） Many students and the White-collar have few choices to have their breakfasts since they have to go to school or work at an early time. Our store will near schools, office buildings, and living districts Families （special customers） Many Americans like to have an enjoyable dinning atmosphere. Supermarkets Restaurants （long-time customers） Supermarkets and big restaurants will have our frozen food and their demand is large. Strengths Lower price Creativeness in cuisine Health Opportunities Large market potential and necessary demand A big melting pot Large numbers of overseas chinese consumers Threats Competition between others Business barrier Weaknesses Brand infulence Cooking time Products 1. Health Abundance Variety More nutriti