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Business proposal for healthy meals for body builders in China -澳洲代写

2017-06-01 来源: 51due教员组 类别: 更多范文

本篇Business proposal for healthy meals for body builders in China -澳洲代写讲了中国体育馆和健身房的发展趋势越来越受欢迎。随着越来越多的人出国学习,他们受到西方人的影响,培养了当他们回到中国时定期去健身房的习惯。身体锻炼和饮食健康的饮食需要为身体建设者共同努力,以取得最好的效果。具体饮食要求包括高蛋白,低脂肪和低碳水化合物等细节。本篇澳洲代写由51due论文代写机构整理,供大家参考阅读。


1.1 Background

On the one hand, the trend of body building and going to gyms in China has become more popular since the 2008 Olympic Games. With more people going abroad to study, they are influenced by westerners and cultivated the habit of going to the gym regularly when they went back to China. On the other hand, according to Manore, M., Thompson, J. & Russo, M. (1993), body building and eating a healthy diet needs to work together for the body builders to achieve the best results. The specific dietary requirements included details such as high protein, low fat and low carbohydrate. 
1.2 Problem
However, most Chinese that go to the gym have ignored the importance of a healthy and balanced diet. The first reason is that it is rather expensive to hire nutrition consultants and to buy food designed especially for body building. The second reason is that even if there is food for body building, they are protein drinks from GNC, or western salads that do not fit most Chinese’ appetite.  The average cost of gyms in China is already more expensive than that in the US, and for those gyms that offer personal dietary consultants, they are even more expensive. The annual membership fee for US gyms is 4524 RMB  while the disposable income per capita is about 85 thousand RMB  in 2015. The average annual membership fee for Chinese gyms is about 5000 thousand RMB while the annual household income is about 31 thousand RMB. So only the relatively wealthy people in China go to gyms and even fewer people chose the dietary consultants. The western salads and protein drinks does not suit the Chinese stomach well. I want to create a business that resolves the problem of healthy and tasty eating.
1.3 Solution
My firm will specialize at cooking traditional Chinese food that meets the demand of body builders. There will be special nutrition consultants to set the portion of protein, fat, carbohydrate for each meal and chiefs will cook according to this portion. Instead of salads, the Chinese cuisine cooks the vegetables so that they do not have to be eaten raw. Substituting the western salad dressing with Chinese seasoning can be both healthy and tasty because the salad dressing is the part of the salad that creates the most calorie. Then I will negotiate with all of the gyms and open my restaurant or bar right next to the big gyms in China. The people who go to the gym can easily come to my place to eat a healthy and tasty meal that suits both the demands for body building and their taste buds. 

1. Business opportunity assessment
1.1 Is it worth it?
1.1.1 Is there a sizeable market?
In 2015, the total gym industry revenue was $5 billion with an annual growth rate of 13.7% from 2010- 2015. With the high growth rate and revenue for gym-goers, I believe there will be a high demand.
1.1.2 Are forecasted returns greater than costs? 
1.1.3 Are the risks acceptable?
The greatest risk will be followers and competitors who also enters into this market as the Chinese is very good at copying and making pirate products. As an early market entry, I should have some advantages. However, the long term competition with the competitors is hard to measure now.
1.2 Is it real?
1.2.1 Is it novel?
The idea of connecting a canteen with gyms in China is novel. However, the cooking recipes will not be novel.
1.2.2 Is it patentable?
I am afraid that cooking food is not patentable, unfortunately.
1.2.3 Is it technical feasible?
It is technically feasible because it is easy to find good cooks in China. As long as we can convince the gyms to cooperate with us, it will be feasible. The gyms will be interested in cooperating with us because we can also market their gym and by bringing the food in, their gym can also be more competitive than the others. 
1.3 Is it viable?
1.3.1 Is it better than rival products?
Whether this is better than rival products of course depends on everyone’s stomach. However, I believe that it is rather hard for people to change their original dietary preference. That is, Chinese will tend to favor Chinese food more than western salads. While more of the rival products are western salads or protein drinks such as GNC, I believe that the Chinese will prefer some traditional Chinese food that are also designed with high protein, low fat, low carbohydrate, and suit the need for body building.
1.3.2 Does somebody want to buy it?
Vertical integration for my business is likely because big gyms can just buy my firm and integrate it into their own business.
1.3.3 Can we make it with our resources?
Technology will not be difficult because all we need is cooking equipment. Human resources will be a big part because we need to find nutrition specialists and chiefs. 
2. Business model and strategy
2.1 Perspective
The market-led perspective will be appropriate for my firm.
2.2 Business objectives
To achieve a 10% net profit margin in three years and to cooperate with 50% of the gyms in China.
2.3 Strategy
The main strategy will be the cooperation with gyms and to control the price to a level affordable for the average gym-goers. The restaurant will serve as a cafeteria for the body builders and it will be the first place that they go to when they want a meal. My firm will be closely connected with the gym just as when people think about wedding, they think about DeBeers’s jewelry. 
2.4 Mode of entry
The mode of entry will be strategic alliance because we will be cooperating with gyms. Once the brand image is all set, other firms can join us through franchising just like McDonalds.
2.5 Production
The process of raw material turning into eatable food will be similar to other normal restaurants. We will have farmers as suppliers and cook the raw into food.
2.6 Distribution
The distribution costs will be minimized by building the restaurant right next to the gym and sell the food directly to gym-goers. 
2.7 Marketing
The marketing campaign will focus on healthy eating and will be marketed together with gyms. I will also use popular platforms in China such as Weibo (Chinese Twitter) and Wechat to advertise the restaurant. I can also cooperate with Dazhong (Chinese Groupon) to offer discounts to attract the first customers.

Reference
Aurelio Locsin, (2016). The Average profit margin for a restaurant. Chron. 
Manore, M., Thompson, J. & Russo, M. (1993). Diet and exercise strategies of a world-class bodybuilder. International Journal of Sport Nutrition, 3(1).
Statistics Brain (2016). Gym Membership Statistics. 
Trading economics (2016). China Disposal Personal Income. 

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