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XXXXXXXXX was founded in Baotou, the "Hot Pot Capital" on the Inner Mongolia prairie in 200 1 and 65438+February. With its novel three-flavor hot pot, unique five soup flavors, eight pot bottom combinations, high-quality XXXX meat with Inner Mongolia characteristics, rich flavor of China traditional food culture and profound modern marketing management, it was a success. In the fierce competition, the hot pot industry has sprung up and become a bright catering star.

As a hot pot restaurant, XXXXXX's flagship product is undoubtedly related to hot pot. The feature of XXXXXX is instant-boiled mutton, which is the advantage of XXXXXX and the signature food that XXXXXX should be mainly engaged in. In addition, all XXXXXX foods should be based on instant-boiled mutton, which is the direction that XXXXXX should adhere to now and in the future, and others should undoubtedly be based on this.

1, macro/micro environment analysis

(4) Establish close customer relationships and send a small gift to customers on their birthdays, wedding anniversaries or when they are sick.

XXXXXX is located at. Renmin Road, Xinxiang City 120. Renmin Road is a relatively prosperous street newly built in Xinxiang, with a large passenger flow, especially on weekends and nights, and there are many consumers on this road. Some high-grade residential quarters are close to XXXXXX. The important geographical location of Renmin Road in Xinxiang and the developed traffic environment around it have brought certain advantages to the operation of XXXXXX, which is very conducive to promoting corporate culture and establishing a good reputation among the broad masses of the people.

(2) Pull banners and distribute leaflets near the shops.

1, product

In the marketing process of an enterprise, 4p has a great influence in this process. In the concept of marketing mix, 4p refers to product, price, channel and promotion. These 4Ps (product, price, location, promotion) are the controllable factors in the marketing process and the main means for enterprises to carry out marketing activities. Their specific application has formed the marketing strategy of enterprises and the model of catering business plan. Whether it is used well or not also profoundly affects the future destiny of the enterprise.

Step 2 promote

The company's goal is to build the first brand in China hot pot industry. The service tenet is: customer first, and the customer satisfaction rate of 100% can be achieved in all aspects. Since the establishment of 200 1, XXXX has continuously innovated its production concept and established more than 300 franchise chain stores in China. In the process of rapid development, the company maintains a steady and down-to-earth style, promotes the overall appearance of the enterprise with a realistic and innovative style, and pushes the XXXX chain business to a new level.

I. Company Profile

In such fierce market competition, it is difficult for XXXX to survive in the competition without some unique advantages. XXXX has fully realized this, and gradually developed its own unique production method of instant-boiled mutton, syb business plan mode, which is also the own mutton in Inner Mongolia. Under such cooking, it has a different pure taste.

Second, environmental analysis

(1) Organize local vegetarian cultural activities and business plan templates, such as holding centenarians' party on the Double Ninth Festival to expand the influence of vegetarianism and storefronts.

XXXX has a storefront area of 230 square meters and a passenger capacity of 150 square meters. Due to the size of this store and the consumption habits of Xinxiang people, the per capita consumption of XXXX is only 25 yuan per person. This price is completely acceptable to the average consumer. Therefore, compared with other large shopping malls, XXXX obviously has a certain price advantage. XXXX should seize this advantage and attract more "middle and low-end consumers" without reducing the quality of food and service.

XXXX has a production base of 10,000 mu of mutton. Every lamb you taste is carefully selected pure XXXX meat, which has been slaughtered, processed and sliced. XXXX is made by selecting all lambs under one year old and refining them through many processes such as acid removal, tendon removal and detoxification. It is characterized by fresh and tender meat, which is not rotten after long-term rinsing. Regular consumption has the effects of invigorating qi and kidney, nourishing yin and strengthening yang, warming stomach and strengthening body, and is especially suitable for people recovering from illness. The first original Sanwei hot pot has been chained all over the country, occupying a certain market and winning a good reputation. The mountain delicacies soup brought by the store can be drunk without washing. Has the effects of beauty beauty, moistening lung, regulating qi, and removing toxins from body. Very suitable for office workers. Red cumin soup is bright red in color, spicy and refreshing, and has a long aftertaste. It has the effects of appetizing and invigorating the spleen, eliminating dampness and expelling wind, and eliminating fatigue. It is a business food for weekend leisure. This product is oily but not greasy, spicy but not dry, and can be eaten for a long time. People feel not only delicious food in XXXX store, but also meticulous and comprehensive service, which makes people feel as comfortable as eating at home. Such good products and services are the foundation and business plan of XXXX now and in the future.

(2) set up some mass organizations and issue discount cards, with which you can enjoy preferential treatment.

2. Price

Talking on paper will not bring any benefits to enterprises, only practical actions can bring benefits to enterprises. XXXX should formulate marketing strategies in line with the local environment according to its own objective conditions, paving the way for the next development of the enterprise. Specifically, the following strategies can be adopted:

While developing business, the company should adhere to the enterprise spirit of "quality-oriented, honesty-oriented, achieving great achievements and winning the Millennium", take the word "precision and honesty" as the company's business philosophy, focus on customers, and pursue the business purpose of "product quality is life, quality service is the foundation, modern management is the means and customer satisfaction is the goal". On the basis of carrying out the national quality management system, "XXXX" is headquartered in Baotou City, Inner Mongolia, in order to maintain a good reputation and image. Distribute raw materials to national chain stores and provide unified and powerful technical guidance, supervision and service to hotels.

Headquartered in Baotou, Inner Mongolia, Inner Mongolia XXXX Catering Co., Ltd. has registered the trademark of the State Administration for Industry and Commerce, and the new processing technology of Sanwei hot pot mutton has won two national patents. In February 2003, it was awarded the title of "Green Catering Enterprise" by China Cuisine Association. With a high sense of responsibility and professionalism, XXXX people build brands with quality and seek development with integrity, and gradually form a set of professional management modes of joining, planning, training, distribution, management and marketing. Now it has developed more than 300 franchisees and 90 regional general agents in China. And it is rapidly expanding to the whole country at an unstoppable speed.

The "XXXX" instant-boiled mutton hotpot restaurant in Xinxiang City is located at Renmin Road 120 in Xinxiang City. You can take bus No.31in the city and get off at the cross station in the city. Grassland XXXX, the name may be strange to ordinary diners. In a mainland city like Xinxiang, there are few authentic Inner Mongolia instant-boiled mutton, such as a model business plan.

Verb (short for verb) target

Action of intransitive verbs

(1) At the beginning of business, temporary or fixed booths will be set up in bazaars, shopping malls and residential areas. (You can also find a partner or retailer)

In order to establish a good image and solid foundation of the enterprise in a short time, it is necessary to take certain promotion measures, which is conducive to people's understanding of XXXX; Therefore, in the early stage of starting a business, promotion means are essential for the promotion of enterprises. Publicity is an indispensable means for enterprises to expand their popularity, especially in the early stage of starting a business, enterprises must take this as the focus of marketing plan formulation, and other activities should take this as the center.