Business plan for a fast food operation in Sheffield--Report代写范文

Report代写范文:“Business plan for a fast food operation in Sheffield”，这篇论文主要描述的是随着饮食习俗文化的发展和人们消费观念的逐渐演变，在英国快餐已经成为了一种潮流和趋势，有着潜力非常庞大的市场空间，为了能够更好地满足英国消费者对于快餐的消费需求和消费习惯，需要制定英国本土化的战略来进行营销。

With the changes in macroeconomic environment and consumption concept, fast food has become an important part of the British catering sector, there is great potential for development of fast food operations in the future, so this report will develop a business plan of investing in a fast food named Sheffood inSheffield. Healthy recipes, use of information technology, localization strategy will be USPs of Sheffood, which are conducive to Sheffood’s better adapting to changes in the UK consumers’ spending habits in diet and meeting development trends and requirements of today's fast-food industry. More important, it will help Sheffood to meet the consumption needs of the target market better. The business plan is expected to invest ￡ 499,000 in the first year, and the revenue is expected to be ￡1200,000, the marginal is expected to be ￡ 701,000. The potential risks of the business plan include: fluctuations in loan interest rate, loss of key employees, raw material price fluctuations, and so on.

1.0 Introduction 简介

Catering sector has maintained a high growth rate in UK since 2006 (Sterman, Jekarl and Reavis, 2011). In 2011, the total value of the catering market was ￡ 26.18. It is expected that in the next few years, the catering sector will maintain a high growth rate. It is projected that in 2016 the value of the catering market will grow 8.5% to ￡ 29.38 (ReportLinker, 2012). Overall, the catering market also has a high growth potential and it is a market that causes much concern. There are mainly the following business models: fast-food operations, licensed-house catering speciality restaurants, drive-ins, salad bars, in the catering sector. Majority of consumers prefer to get popular things with a reasonable price, they do not want to spend a lot of time on waiting. Dishes offered by fast-food operations are very limited, but as most of the food is pre-processed, so they can be cooked quickly and can be sent to consumers with a very short time, which has won a lot of consumers for fast-food operations (ReportLinker, 2012).

This report elaborates the business plan of investing a fast-food operation in Sheffield, UK, it analyzes the human resources, marketing strategies, macroeconomic environment, as well as the target market of the fast-food operation.

2.0 Talent team 人才队伍

The fast-food operation in Sheffield will establish a seven-member team. The members include talents of four aspects. First is a chef with more than 15 years of working in the fast food industry, he will be responsible for the choice of ingredients and cooking methods. Second is a marketer with more than 10 years of marketing experience in the fast food industry, he will be responsible for the promotion and publicity of the fast-food operation. Third is an executive who has worked in the fast food industry for five years, he will be responsible for the daily administration of the restaurant. Finally, they are four front-line staff with at least a year of working in the fast food industry, who are responsible for the sales, services, cleaning and work of the restaurant.

3.0 Objective 目的

This report will be based on SMART (S=Specific, M=Measurable, A=Attainable, R=Relevant, T=Time-based) principles (Smith and Taylor, 2004) to build the following objectives of this business plan.

In a year, the number of consumers of the fast-food operation will reach 400 daily;

In a year, the yearly sales revenue of the fast-food operation will reach around 800,000 pounds;

In a year, the market share of the fast-food operation in Sheffield will reach 5%.

4.0 Internal and external environment analysis 内外环境分析

4.1 Pest analysis

4.1.2 Political factors

As obesity becomes an increasingly serious problem in UK, the British Government takes a number of restrictive measures for the development of the fast food industry, such as prohibition of broadcasting junk food advertising when playing children's programs, they are even likely to impose fat tax on junk food in the future (The Huffington Post, 2011).

4.1.2 Economic factors

Consumers of British catering sector have changed a lot when they compare with in the past, consumer demand is also showing some new features (Thackeray, Neiger and Hanson, 2013). First of all, it is different from the popular "conceptual consumption" in 1990s that UK consumers currently are showing a more "pragmatic concept of consumption" so that in the current catering sector in UK, the most popular form of food is fast food with relatively low price (Business& IP Centre London, 2014).

4.1.3 Social factors

Catering sector in the past usually adopted a uniform standardized management, marketing and product models, such as what KFC and McDonald's did in the past, which helps to achieve economies of scale. However, with the rapid expansion of the large fast-food industry in the world, differences in culture and tastes, habits bring troubles for the development of fast-food companies. It requires fast-food companies in the world to maintain a balance between consumers’ different tastes and the consistency of global management. Innovative measure adopted by fast food enterprises is localization strategy, it is through using local materials to provide fast food which is suitable for local consumers’ tastes (Nezakati and Mansori, 2011).

4.1.4 Technological factors

Consumers of fast food generally have a busy life, but in the course of daily consumption, consumers have to spend a lot of time on looking for fast-food restaurants, queuing up, waiting for payment, which will undoubtedly affect consumers’ consumption experience. In order to solve these problems, many fast food companies have launched online and 3C solutions (Zimmermann, 2013). AIRTAG, a leading provider of Mobile Shopping Solutions in UK announced cooperation with KFC in the UK and Ireland division to launch the first mobile and web app: KFC Fast Track. It allows a consumer to locate his position to find the nearest KFC restaurant. It also provides mobile and web app for ordering and payments. Consumers can be based on their ordering history, favorite food to make decisions easily. Overall, KFC Fast Track can help consumers with ordering quickly to bring people better consumption experience (Zimmermann, 2013).

4.1.5 Legal factors

With the rising weight of Americans and British people, many obese people attribute the cause to fast food, McDonald's is considered to be most responsible for it. UK Health Official spokesman pointed out in 2012 that fast food companies should be subject to legal limits relating to how much fat, salt and sugar they can put in their food to save the NHS money and deal with illness. In order to meet the requirements of the British government, McDonald's began to take a new initiative: in the UK around 1200 restaurants clearly marked calories of the food on the package, so as to facilitate consumers’ understanding of how many calories the meals supply. McDonald's did this to allow consumers to eat more healthily without changing their taste (The Huffington Post, 2011).

In short, the macro environment in the UK has both advantages and disadvantage for the development of fast food operations. Economic recession, the development of science and technology, as well as changing consumer habits allows fast food to be accepted by more and more consumers. However, the problem of obesity caused by fast food should be paid enough attention by fast food operations.

4.2 SWOT analysis

4.2.1 Strength

The fast-food operation opened in Sheffield will take localization strategy, both the choice of ingredients and cooking methods will be determined according to local consumers’ habits, which is easier for the fast-food operation to get favor of local consumers to reduce costs and product prices, so as to improve product competitiveness.

4.2.2 Weakness

As the fast-food operation opened in Sheffield lacks visibility and brand influence, how to allow consumers to accept this fast food operation in a short time is a great challenge.

4.2.3 Opportunity

The fast food operation will use very healthy ingredients and cooking methods, which is in line with modern British consumers’ spending habits and ideas. British consumers are more and more concerned about health, which brings opportunities for the development of the fast food operation.

4.2.4Threat

Obesity caused by Junk food has a negative impact on the development of Britain's fast-food operations, the government has also developed a number of strategies which are not conducive to the development of the fast-food operations and pose a threat for the fast food operation in Sheffield.

For newly opened fast food operation in Sheffield, it should take SO strategy, namely, making use of its own strengths and market opportunities to achieve development, so as to make up for its weaknesses and reduce the threats.

4.3 Porter's Five Forces Model

4.3.1 Bargaining power of suppliers

As ingredients such as potatoes, chicken, bread used in the fast food operation are supplied abundantly in Sheffield, so the suppliers have relatively weak bargaining power.

4.3.2 Bargaining power of buyers

Prices of food sold in the fast food operation in Sheffield are low, and the food is healthy, and as  the consumers of the fast-food operation are individual consumers rather than consumer groups, so the bargaining power of consumers is limited.

4.3.3 Industry competitors

There are many well-known fast food restaurants in Sheffield, such as McDonald's, KFC. These stores have advantages in brand recognition, scale of operations, management, which is difficult for this newly opened fast food operation to catch up with them within a short time.

4.3.4 Threat of substitute products 

In addition to fast food operations, consumer in UK can also choose speciality restaurant, salad bars, licensed-house catering for dining, but dining in these places costs them relatively high and more time, thus threat from these alternatives is not great.

4.3.5 Potential entrants

There are not high requirements in terms of capital, cost, technical and other aspects for open business of fast food operation, it is an industry with not high barriers to entry. Thus there are a lot of potential entrants in the market. These potential entrants are great threat for the fast food operation analyzed in this report.

Based on the above analysis, this fast food operation in Sheffield should adopt differentiation strategy, including: establishing its own unique image in the ingredients, cooking methods, brand  and services, creating differences between competitors' products, reducing the threat of competitors, while improving consumer loyalty through differentiation strategy to reduce the threat of potential entrants.

5.0 Product Positioning 产品定位

Fast food operations taking McDonald's and KFC stores mainly aim at customers such as children and young people of about twenty years old. Continuously strong marketing capabilities of McDonald's and KFC makes their brand images deeply filter into consumers’ minds (Nezakati, Ali and Mansori, 2011), therefore, it is unrealistic for Sheffood to compete with them for consumers of this part. For consumers of over 45 years old, because of the influence of traditional ideas and spending power, they are less likely to accept fast food than younger consumers. For consumers of 24-45 years old, they have great demand for fast food, but there is not a fast-food brand which definitely aims at consumers of this group. Sherffood introduce the healthy fast food mainly for 20-45 years old white-collar workers in Sheffield, consumers of this age have a high acceptance for fast food of this form, consumers of this part are relatively busy, Sherffood helps them with saving time to meet their needs. More importantly, consumers of this part have begun to realize the importance of health and they are more willing to try healthier fast food.

In order to investigate the views of consumers in Sheffield towards fast food, the author investigated ten 20-45 year-old white-collar workers in Meadowhall Shopping Centre in Sheffield. The ten respondents said that they have dinner at least one time a week in fast food restaurants when they came back home from work. When asked the reason for why they chose fast food, four people said that they often came home late and felt hungry, fast food was the best choice for them. Two respondents said that a day's work made them exhausted, only fast food could saving time for them. Four persons said that they are cheap and have good taste, convenience is the reason for their choice of fast food. When asked how to treat health problems caused by fast food, all respondents said that they knew that fast food is unhealthy. The respondents all said that if there is a healthy fast food, they were very willing to choose. The interviewed white-collar workers said that  the pressure of life and work made them have large demand for fast food, they were also quite concerned about health problems of fast food , therefore the introduction of healthy fast food will largely subject to their expectation. The interview results largely support the product positioning strategy of Sheffood.

6.0 Unique Selling Propositions (USPs) 独特的销售主张

6.1 Health products

This marketing plan intends to open a fast food operation named Sheffood in Sheffield. The name comes from the combination of Sheffield and food, meaning that this is a food operation in Sheffield. It has been found after study that the reasons leading to why traditional fast food is unhealthy mainly lie in the following three aspects. Firstly, imbalanced nutrition, it contains   more sugar and fat, less vitamins and minerals, leading to excessive intake of excess calories to result in obesity. Secondly, in fast food production process, it uses oil with too much saturated fat and trans-fatty acid, which easily leads to dyslipidemia and hazards heart. Thirdly, too much flavorings and artificial additives are added in fast food, they contain a lot of salt, long-term consumption of salt, other flavorings and artificial additives will cause cardiovascular anomaly and damage kidney (Nezakati, Ali and Mansori, 2011).

USPs of Sheffood provides consumers with healthy fast food. Fast food provided by Sheffood has the following three characteristics.

First of all, it pays attention to nutritional balance, meats, starches, vegetables, fruits and dairy products are collocated reasonably, reducing the ratio of meat in fast food and increasing the proportion of fruit and vegetables, eggs, and it provides fruit salad, milk and other healthy food. Then, it uses new cooking oil based on Canola Oil, while adding corn and soybean oil. This kind of oil has been widely used in the McDonald's stores for it containing low levels of trans-fatty acid, which is good for health. Finally, in the pickled course of traditional fast food before frying, foods are adding with a large number of additives, Sheffood will drastically reduce the amount of additives added in the course. At the same time, in order to make the food flavors meet consumer demand, consumers will be provided with more types of healthy food seasoning and guided to choose seasoning according to their own tastes.

6.2 ICT service

In order to better help consumers with saving time to facilitate consumers’ ordering dinner, Sheffood will work with Software vendors to launch mobile application, the specific advantages include helping consumers to find Sheffod, providing consumers with payment through mobile phones and network, helping consumers to make decisions by inquiring ordering history. By phone application software, it provides consumers with better experience.

6.3 Localization strategy

All ingredients used in Sheffood are locally sourced for three reasons. First of all, it helps to save operating costs, the vast majority of ingredients have been acquired through local procurement, which can save large sums of transportation costs. Then, locally sourced ingredients are in favor of food safety and monitoring the quality of ingredients to prevent providing food made from substandard ingredients to consumers. Finally, food made out of local ingredients is more in line with the tastes of local consumers to be more susceptible to local consumers.

7.0 Business model and budget 商业模式与预算

There are three forms of ownership in British catering sector, first is small and medium enterprises, second is a public limited companies, and the third is private enterprises (Business & IP Centre London, 2014). Sheffood will use a private business model, Sheffood consists of a natural investment, all property of Sheffood for belongs to the individual investor, the investor assumes unlimited liability for debt of Sheffood with its personal property. Sheffood will be opened in 2015, details of expected budget and costs for Sheffood in the year are shown in Table 1.

Item Investment amount Details

Rent and / or lease of property ￡ 36,000 A 100 square meter shop,

￡ 3,000 monthly rent

Salaries of staff ￡ 120,000 An average wage of ￡ 350 for each staff (7 staff) per week.

Supplies ￡ 150,000 Costs for purchasing vegetables, meat, spices, dairy products, etc.

Fixtures and fittings ￡ 30,000 Costs for purchasing tables, stools, kitchen equipment, etc.

Utilities (power, water, waste) ￡ 6,000 Monthly costs for water, power, waste disposal and other aspects: ￡ 500

Repairs and maintenance ￡ 2,000 Costs for house and equipment repair and maintenance

Depreciation ￡ 20,000 Costs for depreciation of fixed equipment and renovation

Marketing ￡ 15,000 Costs for newspaper ads, outdoor advertising, network marketing, mobile marketing, etc.

ICT services ￡ 20,000 Costs for development and promotion mobile application

Insurance ￡ 40,000 Costs for fire, accidental damage insurance and costs for social pension insurance, health insurance for staff

Legal / license fees ￡ 60,000 Costs for Business Rate, value added tax, etc.

Total ￡ 499,000

8.0 Revenue forecast 收益预测

The expected revenue of Sheffood in 2015 is analyzed as follow. From Monday to Thursday, the business will be relatively slack, Friday and Saturday will be the peak of boom of the business of a whole week, the sales will generally up to 50% of total turnover in a week. However, due to different seasons, operating results of Sheffood will also different. Annual Christmas, New Year, Mother's Day, are generally the most prosperous seasons of a year. In Sheffield, months from annual April to September are off seasons, as most wealthy Englishman will go on vacation in this period. Generally, a fast food operation is estimated to obtain around ￡ 80,000 in off seasons monthly, the total revenue in the off seasons is ￡ 480,000. The income in peak period is around ￡ 120,000 monthly, the a total revenue is ￡ 720,000 in busy seasons. Therefore, the annual income of Sheffood will be around ￡ 1.2 million, excluding the costs, for example, it will be around ￡ 700,000.

9.0 Risks 风险

Investment in Sheffood will be ￡ 500,000, which needs a loan of about ￡ 300,000 from the Bank of England, if the Bank announces a rise in the base rate, it means that Sheffood will have to pay more interest, which will greatly increase costs and reduce the expected level of profitability.

Sheffood hired a chef with more than 15 years of working in the fast food industry, he will be responsible for the choice of ingredients and cooking methods, he is the core resources of Sheffood, because the recipes that he will design will be the key for Sheffood to attract customers. If the chef has to leave Sheffood for illness or some other accident, it will be difficult for Sheffood to find a chef in a short time to meet what Sheffood requires.

Since the financial crisis, commodity prices fluctuated substantially and repeatedly. In 2010, prices of meat products, dairy products and egg showed a more substantial increase, which increased the operating costs of fast food restaurants. If a substantial rise in the price occurs in 2014 or 2015 again, it will bring more difficulties to Sheffood in cost control.

10.0 Conclusion 结论

Changes in the macroeconomic environment, consumption concept happen continuously, fast food has become an important part of the British catering sector, fast food operations still have great potential for development in the future, that is why this business plan chooses Sheffood as the object. Healthy recipes, use of information technology and localization strategy are USPs of Sheffood, these strategies are conducive to Sheffood’s better adapting to changes in the UK consumers’ spending habits in diet and meet the requirements, trends of the development of today's fast-food industry, more important, They help Sheffood to better meet consumer demand of the target market. On the basis of the three strategies, if Sheffood does well in cost control, service management and marketing, it will have good prospects.

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