Contents Business ConsiderationReligionsEmploymentInfrastructurePollution controlWater ResourcesLegal EnvironmentPublishing IndustrySocial CustomsLocation plan

Market SituationCompetitive SituationS.W.O.TMarketing Objective Financial ObjectivesProduct LineMarketing ResearchInsurance Press KitFinancial analysis

Our group’s idea is about a Japanese Buffet Restaurant. We plan to open our restaurant on West Nanjing Rd in Shanghai. It’s a very famous shopping mall in Shanghai. So there have enough customer resources.

Mission Statement

Propagandize healthy,fresh and nutritional food of the culture,and become the most popular Japanese buffet restaurant in shanghai

The people`s republic of china is the full official name,the capital o china is Beijing.It has a land area about 9.6 million square kilometers and it is one of the largest countries in land size in the whole world.

Population and density• Location:Eastern Asia,bordering the East China Sea,Yellow

ea,between north Korea and Vietnam• Area-comparative:slightly smaller than the US• Irrigated land:498,720 sq km

The 4th Nationwide Census taken in 1990 showed that there were 182 million illiterates over 15 years old in china.The illiterates accounted for 22.23% of the total and the illiterates among middle-aged and young group .

Religions

The three main religions in china are Buddhism,Taoism and Confucianism.Confucianism looks for perfect humanity in the world.Taoism looks for universal unity.People sought happiness,good health and prosperity by worshi ping and appeasing the spirits.

From a linguistic point of view of our 56 national language belong to the five major speaking:Chinese-speaking,industry speaking, South Asia.

In addition, the Korean language and Beijing are yet to be determined is.

Educational System

Pre-school education for the 3-5 years old children in kindergartens.

Primary education for 6-11 years old children

Secondary school provided to 12-17 years old children.

Higher education constituted by those for vocational college students,undergraduates,postgraduates and doctorial students.

Economic system Economic restructuring is

one of the main aspects pf China`s reform.In the first 30 years after the founding of the PRC,the Chinese government carried out a system of planned economy,and targets and quotas for various spheres of economic development were all set by the special “planning committees”of the state.

Real estate value To some foreign companies, doing business in China is

very difficult. Besides the language and cultural difference, the concerns facing foreign businesses may range from the not-so-transparent laws and regulations.

Economic plan for prosperity China’s legislature on Tuesday endorsed a government

plan calling for lower-than-expected 8 percent economic growth in 2006, while Premier When Jiabao rebuffed speculation over further currency adjustments.

Employment Employment has a vital

bearing on the people’s livelihood. It is the fundamental prerequisite and basic approach for people to improve their lives. while Premier When Jiabao rebuffed speculation over further currency adjustments.

Ten years ago, most Chinese people had never seen a mobile phone. Today, however, 150 million Chinese people own a mobile phone.

Ten years ago, most Chinese people had never seen a mobile phone. Today, however, 150 million Chinese people own a mobile phone.

Environmental Protection/Conservation Measures

The choice of implementing a sustainable development strategy. China’s modernization drive has been launched in the following conditions: the country has a large population base, its per-capita average of natural resources is low, and its economic development as well as scientific and technological level remain quite backward.

Pollution control

The Communist Party of China (CPC) has called for more efforts to prevent and control pollution with aim to reverse the deterioration of the environment and ecology in the coming five years, according to a document released here Tuesday.

The China Animal Society promotes research and academic exchange on animal protection. The China Association for Wild Animal Protection and the China Association for Small Animal Protection are national network of activists in this field.

• Sustainable Marine Development Strategy

• Rational Development and Utilization of Marine Resources

• The Protection and Preservation of the Marine Environment

• The Development of Oceanographic Science, Technology and Education

Water Resources

A national comprehensive survey on China’s water resources will be completed by 2002, a water official said Wednesday.

Air quality and protection measures In an effort to reduce

air pollution in Beijing, the municipal government in 1999 ordered city vehicles to convert to liquefied petroleum gas and natural gas. By 2002, Beijing had the largest fleet of natural gas buses in the world-a total of 1,630 vehicles.

Constitution &legal system

China’s legal system includes laws of seven categories:1. The Constitution and related laws2. Civil and commercial laws3. Administrative laws4. Economic laws5. Social laws6. Criminal laws 7. Litigation and non-litigation procedural laws

People’s courts

Local people’s courts

The High People’s Courts

The Intermediate People’s Courts

The Primary people’s Courts

The special people’s Courts

Hierarchy of Chinese system of Law

Strictly speaking, Chinese legal hierarchy can be classified into 7 different levels of law, namely, the constitution, the national laws, the administrative regulations and he provincial or local regulations.

The legal authority of there legal prescriptions descends accordingly.

• Over view The Chinese government

is aware that intellectual property right protection is a key for attracting foreign investment in IT industry.

Both local and foreign intellectual property owners continue to suffer from widespread intellectual property rights violations

Legal Environment

The internet has become a spectacle in the Chinese society. In the last 10 years China’s internet has grown a marginal industry to a mainstream and still continues to gain ground in the society. It started from scratch on a non-existent market and seems to be expanding to the limitless.

Publishing Industry China has seen a marked

development in its publishing industry in the 1996-2000 period, with the publication of a large number of well accepted, high quality cultural products.

According to the official, China has been exerting continuous efforts to curb the production, sale and circulation of pornographic publications and has started a special campaign to crack down on Falun Gong publications, and has achieved a good results.

Social Customs

China’s different peoples have developed individual customs regarding food, clothing and etiquette, in response to their own particular environments, social conditions and levels of economic development.

It is one of the most important socio-economic system for a country in modern times. To establish and improve a social security system corresponding to the level of economic development is a logical requirement for coordinated economic and social development. It is also and important guarantee for the social stability and the long term political stability of a country.

4. What is your occupation____?A. White collar B. blue collar C. student D. others

ABCD

We are going to locate our restaurant in an area that more people can notice. So we chose Xujiahui to do marketing research.

7. How often do you eat outside?A.Every day B.once per week C.once per month

D.others

0 20 40 60 80

A

B

C

D

We will know how many people will go our restaurant have meal every day through this question. According to the answer, we know how many food we should prepare everyday, that we have enough food supply for customers.

8. Do you like buffet?A. Yes B. No

Yes or no yes no

percent 75 25

This is a basic question for marketing research because we must know people like buffet or not. The result we get were quite good.

Location plan

Specific location in Shanghai Our sakura Japanese buffet restaurant will be located in Shanghai

Meilongzhen Plaza. It is a very famous department store in Shanghai . It locates on the 4th floor of this building. So it will be very convenient for custoemr to find our restaurant. And around west Nanjing Road, there are a lot of business buildings. Therefore I am sure we will have enough customer resources.

MapMap

Market Situation Shanghai has been

China's centre of commerce and an internationally-famous metropolis for the past hundred years. Its food and restaurant industry, in particular, has attracted outstanding chefs and connoisseurs to its doorsteps, each contributing his valuable expertise and opinions.

Competitive Situation

Atmosphere• Sanitation Condition Service Attitude• Price • Taste

Atmosphere

Graceful environment and well-equipped facilities

always make every customer feel satisfied.

Sanitation Condition In order to make every customer have the food

safely, the restaurant keeps sanitation being the most important thing.

All waiters have accepted a good training

they serve every customer with the

principle-Customer is God.

Price

Every customer can learn the price every kind of food clearly. Compared with other restaurants, here may be the lowest which can be met the expenditure of the customers on different layers.

Taste

They have many senior cooks, supply different tastes for different people .

S.W.O.T

Strength Weakness

Opportunity Threats

Strengths• Our restaurants' raw

materials are all imported from Japan directly

• Our sashimi use the best materials in Japan

• The cooks of our restaurant are all Japanese, so we can provide the best Japanese food to our customers

• Our food is the most fresh of other Japanese restaurants in Shanghai

WeaknessesOur restaurant’s weaknesses have 4 parts:

• Marketing weakness

• Cost weaknesses

• Price weakness

• Management weakness

Marketing weakness

1. Our restaurant is a new Japanese restaurant, so we don’t have consumers basic.

2. Shanghai has many Japanese restaurants, so we have many competitors in shanghai.

Cost weaknesses

1.our restaurant is neat the plaza 66, so the rent is expensive.

2. We don’t have multiple shops, so can’t stock too much every times also can’t debase stock cost.

Price weakness our restaurant’s price is

100-150RMB/people. More expensive than other Chinese restaurants. For example: Takumi, dayu and haizhixing, these Japanese restaurants are famous in shanghai, but theirs price is little same as us. So our price don’t have strong competitive.

Opportunities• Consumers are disappointed with the

competitors not fresh foods• Consumers are showing increased interest in

Japanese buffet• Consumers are showing increased interest in

Japanese culture• More and more Japanese come to Shanghai

for living or working, for example there are about 40000 people are extended living in Shanghai and the floating people is about 100000

Threats• Firstly: There have many

Japanese restaurants in shanghai. So our restaurant has many competitors.

• Secondly: One of the reasons is history. Because the history. Many Chinese do not like Japan. They hate Japanese very much.

• Thirdly: Our restaurant is near the heng long Plaza. There have many company, people in there is rich. Near heng long Plaza have more than hundred restaurants.

Marketing Objective

• For a new Japanese cafeteria, we do not have any advantages compare with other Japanese cafeterias, but also want to have the advantage, in order to capture the cafeteria market.

• There are over 40 brands of Japanese cafeteria in shanghai. We plan to open 4-5 Japanese cafeteria, at least 3 in shanghais from 2006 to 2010. The growth rate is opening 1-2 cafeterias/a year. The market share will reach to 8% of the market, at least 5% in the 2010.

Financial Objectives• Our restaurants must earn an annual rate of return on investment over the

next three years of 30% over taxes. • The first six months we should produce our net profits of 300,000 RMB.• And every next six months we should increase the net profits over 5%. • The first three months we should make our customer volume reach about

150 people every day.• And every next three months we should increase our customer volume over

10%.

Targeting

• We decided: Our main customers are white collar and Japanese. Their age is about 20 to 35.

• Why we choose white collar and Why we choose Japanese.

Our restaurant is near heng long Plaza, there are many shopping centers. This place is popular in Shanghai. Many people like go there shopping. There have many foreign companies. Lots White collar work in here. Because they work hard, they do not have times to cook. They always eat outside.

Why we choose white collar

Why we choose Japanese

Because of Shanghai have many Japanese. Japanese do not like eat Chinese, they want to eat Japanese foods. Our restaurant foods taste has not lost native country, and the atmosphere, the mood and feeling very Tokyo.

Positioning Our restaurant’s positioning is

the only Japanese restaurant which provides the real Japanese food in Shanghai. Our buffet provides the most fresh seafood which all imported from Japan directly. And we also choose the best suppliers in Japan to deliver the best raw materials in Japan to our restaurant.

Product Line

There are three thing

• Food• Environment• Entertainment

• Staple food: fried noodles, fried rice, rice roll ,etc

• Dessert: cheese cake, matches cake, tiramisus, pudding, chocolate cake, (about 15 kinds) etc.

• Fried: tempura( about 10 sorts)

• Yakimono (BBQ): fish, beef, pork, chicken, shellfish, mutton chop, etc.

• Sushi: more than 20 types

Food

Environment• 7 VIP rooms with 2 small

rooms which can let 5 people sit together and 5 big rooms which can let 10 people sit together

• we divide our hall into smoking area and non-smoking area then customers can choose where to sit

• our restaurant's hall can contain approximately 200 people to have meal together

• we invite Japanese traditional dancer to perform during the dinner time

• there is a Children area in our restaurant which can let customers' children have fun there

• in some festivals and holidays there will be some Japanese singer sing in our restaurant

Entertainment

Price

Price policy: Below the average market price.

Explain: The main consideration is our target market and position. If a new restaurant wants to share the market, the price must below the average market price.

After-sales Service

The detail contents are:

1. How to get the invoice.

2. How would you can become the VIP

3. How to pay the money via internet and the safety of this way to pay the money.

4. Customers feedback

Advertisings

• We put the advertisements on the website is http://cate.shanghai.koubei.com. The reason we make the advertisement on the Internet is that this website is famous in shanghai and they often introduce some famous restaurants and some good place to have the dinner.

• The newspaper: that we put our advertisement in shanghai morning post.

Sales promotion

There are two promotion we used:

• Voucher

• Discount

attract the customer that goes to our Japanese cafeteria in the half an hour. Make people know with quickest time that our Japanese cafeteria has opened. If voucher can take back all, we will get immovable income from the vouchers. And when customer have a meal in our restaurant and approve of our foods and services, they will have a meal in our restaurant again.

Voucher

Discount

Every people all like to have a VIP card of a company which they want consume to. This promotion can help a company have a fixed income. We open the VIP card function is want to attract more and more

customers and hope they can consume in our restaurant again and again.

Marketing Research• Market Research

Problem: In this market research, I want to find the most welcomed Japanese restaurant by customers in Shanghai.

• Market Research objective: From this research, we can learn the advantages of this most welcomed Japanese restaurant in Shanghai, and improve our restaurant’s food and service.

Legal Considerations

• Restaurant License • Application Process • Food License • Special law in our

industry

As defined by regulations of the Shanghai Dept. of Health and Social Services, a restaurant is any building, room or place where meals are prepared, served or sold to transients or the general public, and all places used in connection with the building, room or place and includes any public or private school lunchroom for which food services is provided by contract .

Restaurant License

Food License A food license is

required for the sale of any edible substance. Fees are determined by gross annual food sales as follows: 240RMB if gross annual food sales are less than 160,000RMB; 480RMB if 160,001RMB-240,000RMB.

To shore up food supply security and protect against terrorist threats, the China Food and Drug Administration on December 6 issued final rules for the establishment and maintenance of records relating to food. Under Section 306 of the 2002 China Act, the secretary of the Department of Health and Human Services was charged with issuing regulations requiring persons who manufacture,

Special law in our industry

• Property Insurance

• Hospitalization insurance

• Industrial injury insurance

• Accident Insurance

Its coverage includes loss to real property, personal property and loss of revenues. The scheme not only can protect against wind, flood and earthquake perils, but also protect against outbreak of infectious diseases, food poisoning and the terrorism such as murder or suicide, actual.

Property Insurance

A direct consequence of occupational injuries caused harm to the life and health of workers, and the mental suffering and economic losses of workers and their family members caused by this consequence. It means the right to life, health, survival and labor of workers was been affected, damaged or deprived.

Hospitalization insurance

When employees fall ill or injured can have medical services or financial compensation from state or society. Then they will not have to worry about their daily work.

It is for employees compo. The insurance pays the damage by the staff meet the accident during the working time at the hotel. It protects both restaurant and employees to reduce the loss and risk.

• This present is for our customers, we give this free gift to our customers because we want help us to promote our restaurant to their friends and families.

• We will put our logo on the casing of the present, and according to different season or festivals we are going to change our present.

Initial Balance Sheet

Income Statement

13

50

00

06

48

00

07

02

00

0

15

30

00

0

73

44

00

79

56

00

17

10

00

0

82

08

00

88

92

00

18

90

00

0

90

72

00

98

28

00

64

80

00

0

31

10

40

03

36

96

00

66

09

60

0

31

72

60

83

43

69

92

69

40

10

0

33

31

24

83

60

88

52

0 5000000 10000000 15000000 20000000 25000000 30000000

Sales

Cost of sales

Gross profit

To

tal R

MB

Sales Cost of sales Gross profit

This graph the major content is our sales situation at three years, now we can see the sales is have increase trend, and the 2008 year to 2009 year the increase speed is faster than 2007year to 2008 year.

Projected Cash flow Statement

- 1500000

- 1000000

- 500000

0

500000

1000000

1500000

2000000

2500000

3000000

3500000

1 2 3

Cash f rom operat i ngact i vi t i esCash f rom i nvest i ngact i vi t i esCash f rom fi nanci ngact i vi t i es

The following chart illustrates our monthly cash flow for years The table shows three years of annual totals. First year monthly figures as presented in the appendix.

Cash&marketablesecurities

Total stockholders'equity2007

Total2008Total

2009Total

2007 Total 2008 Total 2009 Total

0

2000000

4000000

6000000

8000000

10000000

The balance sheet is a basic for scale the

business financial.

So we choose the four items form the balance sheet.

These four items are typical information.

Financial ratios are useful indicators of a firm’s performance and financial situation.

In the following, we will choose some key items:• Return on assets• Return on equity• Gross Profit Margin• Net Profit Margin• Inventory Turnover

0%

20%

40%

60%

80%

100%

% % % % times

Return onassets

Return onequity

Gross ProfitMargin

Net ProfitMargin

InventoryTurnover

2007 Total 2008 Total 2009 Total

Break-even of 2007Break-even of 2007Break-Even QuantityBreak-Even Quantity unitsunits 18361836

Break-Even SalesBreak-Even Sales RMBRMB 9180091800

Margin of SafetyMargin of Safety unitsunits 127764127764

Margin of SafetyMargin of Safety RMBRMB 63882006388200

Margin of SafetyMargin of Safety % of sales% of sales 98.5898.58

Break-even of 2008Break-Even Quantity units 2177

Break-Even Sales RMB 108850

Margin of Safety units 130015

Margin of Safety RMB 6500750

Margin of Safety % of sales 98.35

Break-even of 2009Break-even of 2009Break-Even QuantityBreak-Even Quantity unitsunits 24052405

Break-Even SalesBreak-Even Sales RMBRMB 120250120250

Margin of SafetyMargin of Safety unitsunits 136397136397

Margin of SafetyMargin of Safety RMBRMB 68198506819850

Margin of SafetyMargin of Safety % of sales% of sales 98.2798.27

Organizational Chart

General Manager

HR Department

Director

General Accountant

Accountant

Sales Department

Director

AssistantDriver Employees

Logistic

Group member

Name: Leila lu

Age: 23

Position: General Manager

Group member

Name: Zoe Qin

Age: 18

Position: HR

Department Director

Group member

Name: Cici Ying

Age: 21

Position: General

Accountant

Group member

Name: Andy Chen

Age: 21

Position: Sales

Department Director

The endThank you