I. Geographical environment of the target market
1. Geographical features of the market: the geographical features of the region, the distribution of administrative districts and the central area of the city.
2. Climatic conditions and local customs: There is a great potential relationship between climatic conditions and consumers' eating habits.
Second, the industry environment analysis
(1) Main economic indicators of the target market:
1, GDP of the current year and data of previous years in the market where the enterprise is located.
2. Investment in this market.
3. Tourism data that have a great impact on the catering market, especially the number of tourists received in the past year and whether it is developing or declining.
4. Take the per capita disposable income of local urban residents, the average salary of employees in the city and the income ratio provided by catering consumption as the reference for restaurant pricing.
5, the city's demographic statistics, including the number of non-agricultural population and agricultural population, are used to predict the size of restaurant traffic and the consumption level and consumption ability of residents in this area.
6. Education level of consumers.
7. Consumers' lifestyle and eating habits.
8. Per capita income of consumers.
(2) Industrial environment:
1, business is booming.
2. The trend and potential of commercialization.
3, the local government preferential support policies, including fire, public security, culture, industry and commerce, epidemic prevention and other policies.
(3) Social environment:
1, local conditions and customs.
2. History and culture.
3. State structure.
4. International exchange, production and circulation of major food raw materials.
Third, the market analysis
1. Economic indicators: operating conditions and strength arrangement of local catering enterprises; Form of ownership and its proportion; Number of business outlets; Number of employees.
2. Operating conditions of catering industry in the market selected by the branch: the number of enterprises and their competitiveness (has scale competition been formed? ); Management level; Management level; The position of cooking.
3. Analysis of competitors:
A. Current situation of traditional competitors: statistical analysis of quantity, performance level, turnover and profit income; Reason for success: advanced management level? Quality service? Superior social environment conditions? Reason for failure: Is there something wrong with the food? Operating mechanism failure, etc.
B. Advantages of traditional competitors: traditional advantages; Advantages of business scale; Location advantage; Main course advantage.
C. Emerging high-end catering operators: What kind of cuisines do they operate? Food orientation? Whether civilians, nobles, etc. Business location: which lot, the style and characteristics of decoration and the choice of decoration objects. Business status: turnover, operating profit, number of diners, number of reservations, etc. Business scale: the area of the store and the number of guests it can accommodate. Hall area distribution, etc.
4. Consumer analysis:
A. the eating habits, tastes and preferences of consumers in this market.
B, the consumption characteristics of consumers in this market, including consumers' consumption consciousness, whether they like eating in restaurants, the proportion of personal or family consumption relative to Chengdu, and the consumption level.
C. Classification of target market consumers: government, military, enterprises, household consumption (including wedding banquets) and tourists.
5. Advantages and strategies of opening a shop in this area:
Competitive strategy: the best entry point of the market; Marketing strategy: publicity and customer recognition; Cultivate customer preferences; Establish frequent customer network relationships.
Description of site selection optimization scheme
First, the risk prevention of government demolition
1, pay attention to the demolition and reconstruction of buildings and streets, and avoid blindly building stores.
2. To determine the location of the restaurant, you must consult the local government department and get the written commitment from the government.
3. Avoid opening stores in areas with disputed property rights.
4. All licenses must be complete and conform to laws and policies.
B. Local business conditions: Pay attention to collecting and evaluating relevant data about the rapid growth of business around restaurants, and make an objective and accurate evaluation.