德克士营销方案.doc

BUSINESS PLAN DICOS 德克士 Executive Summary： Dicos fried chicken originated in the United States in southern Texas. It comes to mainland China in 1994 and has made millions of investments in recent years. It has established a perfect management system and completely Dicos management system. Its goal is to create a warm modern fried chicken restaurant. It is recognized and satisfied by consumers for its comfortable dining environment and金黄多汁的fried chicken . Its business philosophy is “Integrity, pragmatic, innovation, service”. It creates a delicious, affordable, fast new dining experience for consumers with honesty and enthusiasm for food. Market analysis: With the development of economy and the improvement of people’s life, fast food restaurants spring up. It’s the same to fengxian. So I would like to join in Dicos. It is reported that KFC head quarter will not set up a branch at fengxian, so, it will gain great profits. Site selection: There are only several fast food restaurants in Fengxian. I will choose the position in Zhaoshang square which is the busiest section of Fengxian. There is only one fast food restaurant here. Initial franchise fee: 投资 序号 建设项目 估算价值 建设投资 1 固定资产 45万 1.1 装饰装修工程 共20万。包括设计费、装修，空调系统、音响视听、桌、椅、儿童游乐区等的安装 1.2 设备购置 25万 1.2.1 加工设备 20万 1.2.2 其他设备 5万 2 无形资产 20万 2.1 加盟费 德克士餐厅加盟金为20万/5年。 3 其他资产 5万 3.1 开办费 共5万元。包括开店前人事费用、证照费、开店广告费以及其他开办费用。 A 合计A=1+2+3 70万 流动资产 1 租金 20万/年 2 原材料 7万 3 其他费用（水电费） 0.4万 4 应付职工薪酬 2.5万 5 现金 0.1万 　 B 合计B=1+2+3+4+5 30万 项目投资 C 合计C=A+B 100万 Competitive product analysis： McDonalds： McDonalds is the leader fast food chain enterprise in the world, Its set up by McDonalds brother and RayKroc in the 50s the United States of America. And its main product is hamburger. Children and family used to be McDonalds target market, but now it finds that peoples marriage and marriage idea change, late marriage and single phenomenon is common, so the single women aged between 24-35 years old come to be the core target. What is McDonalds main pr