可行性报告(英文版).docx
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1、Why Should Domino Pizza Open a Store On Wangjiang Campus of Sichuan University?Prepared for: Domino Pizza Management DeparturePrepared by: 向鹏基Date: December 26, 2013PrefaceBased on lots of investigation and market analysis, this report is written to indicate why Domino Pizza would like to set up its
2、 first store on Wangjiang campus of Sichuan University. This report is written in the following way: introduction of Domino Pizza Company and Sichuan University, market research and analysis, and then suggestions and strategies and so on.This report organizes the information by charts and data, aimi
3、ng at analyzing the market better. We inquire of a lot of students so that we have collected the data first-hand, which is the highlight of this report. At last, I also would like to thank teacher Xie for his guidance to how to write this report.Contents Executive Summary4Introduction5Market data6Fi
4、ndings7Potential actions analysis9SWOT analysis10Suggestions13Appendix15Executive SummaryDomino Pizza plans to set up its store on Wangjiang campus of Sichuan University, because there is a great quantity of potential demands. Domino Pizza, one of American best pizza companies, mainly provides delic
5、ious and custom-made on the internet pizza for customers. At present, it has opened many stores in big cities around China.By our precise investigation, we find that the number of students of Wangjiang campus can totally support the new store, and they are potential and direct customers. We also hav
6、e surveyed their income and their preference, which are optimistic. According to prediction, the project will bring increases in revenue and profit by 130% and 150% respectively in the first year and do more in the year to come. The new store will certainly meet the needs of the large number of stud
7、ents, and increase the revenue.At last, the store should be opened in Eastern Yard, and concern whether the price is reasonable and acceptable for most students or not.Introduction Founded in 1960, Domino Pizza was a small store at the beginning. But it has developed into a multinational pizza compa
8、ny over the past years. And in 1989, Domino Pizza entered Taiwan market, indicating that it tried to intervene into the Broader Chinese market. Finally, it set up its first branch store in Chinese Mainland in 1997. Nowadays, it owns 23 branch stores in China. At present, it plans to expand markets t
9、o the western area of China. Sichuan University, is the largest university in the Southwest of China. At present, there are about 70,000 students and teachers in SCU. Wangjiang campus, located around the First Ring Road of Chengdu city, has capacity of about 40,000 students and teachers. Besides, ma
10、ny pedestrians and visitors shuttle back and forth the campus, who are able and willing to consume pizza. So if Domino Pizza can open its store in or near to Wenhua Avenue, it benefits from the project.The project is aimed to improve the profits of Domino Pizza Company, and the report is written to
11、shows the feasibility of opening branch store on Wangjiang campus of Sichuan University. My data are first-handed, based on a lot of investigation. However, for lack of funds and time, the collected data may be partial and incomplete, which could have some influence on my results, so I hereby plead
12、for your forgiveness. Market data We made a questionnaire and researched 200 students in front of school restaurants when they passed by. The basic factors in our questionnaire include: their income, their preference, the acceptable price, the satisfaction to the present school restaurants, the idea
13、l location, and so on. Based on the data we collected, I make three charts in order to trim them clearly.The charts tell us that their income is pervasively high, that over half of the students prefer eating pizza to other Chinese food, and that most of all, 54% of the inquired students are not sati
14、sfied with the school Chinese-style restaurants. All results show it is beneficial to open a western-style pizza store on Wangjiang campus. Realizing such a commercial opportunity, any company is supposed to take it.Findings By now, no pizza company has opened its first branch store on Wangjiang cam
15、pus of Sichuan University, which means that the demand of those students who can consume the pizza is not met. Other pizza company has not realized the market. But SCU students have a strong desire for Western fast food. They are weary of eating Chinese food all the time, so they want to change thei
16、r flavor. Through our survey, those who were under investigation show their willingness to buy pizza if a store is convenient and the price is reasonable, and the proportion account for nearly 60%. Therefore we reckon that the number of customers on Wangjiang campus is about 24,000. So if Domino Piz
17、za sets up a store on Wangjiang campus, it will bring it high payback. Domino Pizza should make the wise decision as soon as possible.Potential actions analysisFirst of all, location is the most important thing. Wangjiang campus is divided into three sectionsEastern Yard, Northern Yard and Southern
18、Yard. But the Eastern Yard, which is near to the south gate and the small northern gate of SCU, is the largest one. Besides, a primary school adjoins to Eastern Yard. There are tens of thousands of students, pedestrians and pupils with their parents passing by this area. So the location near to the
19、Eastern Yard is the best choice. Identify and work out the reasonable rental, and then choose one and sign the contract with school.Second, after having chosen a proper location, Domino Pizza will design the new store layout in accordance with its western style. Then it needs to book the materials a
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