Fruit shop business project planning letter sample (1)
1. The significance of the basis and purpose of the project
Supermarket - the abbreviation of supermarket (supermarket), It is a sales method in the retail industry characterized by self-service and centralized one-time payment. The emergence of supermarkets has been widely recognized by society for its comprehensive advantages and rationality, and has become a popular business format around the world. It is known as a revolutionary change in the retail industry.
The development of any industry is inseparable from its correct positioning - that is, properly determining its position in the hearts of consumers, its position in the market, and its position in the industrial space.
Community convenience stores are a retail format that has developed rapidly in recent years. It is opened in the community in the form of a chain store. Its business area is not large, there are not many types of goods, and the scale is relatively small. It belongs to the category of small simple stores, but convenience stores have their own characteristics:
First, the business hours (Many convenience stores adopt a 24-hour full-time format), filling the gap between supermarkets and general stores with shorter business hours;
Second, the products supplied are commonly used, have high turnover rates, and are easy to consume. This is not only for the daily small consumption of the largest consumer group, but also the key to convenience stores purchasing large quantities of goods and reducing costs;
Third, it satisfies consumers’ consumption needs of shopping nearby, shopping at low prices, and shopping with integrity. need. Community convenience stores will be another emerging retail format after large department stores and supermarkets, and are the development trend of the retail industry.
When it comes to the form of community convenience stores, they are divided into two types: one is department store convenience store; the other is classified commodity convenience store. Domestic department store convenience stores are mainly Taiwan-owned 7-11, Xishiduo, etc.; joint ventures such as Lianhua Quick, Kede, and Uni-President Convenience Stores. Jinan City is dominated by brands such as Uni-President Ginza. However, the form of classified commodity convenience stores has not yet been substantially developed in Jinan City. Currently, there are only tobacco and alcohol supermarkets, flower shops, food stores, cake shops, etc. They are stores that sell a single type of merchandise and are also the primary form of classified merchandise convenience stores.
This report will focus on fruit convenience stores among classified commodity convenience stores as the main research object, trying to analyze and tap the market and grasp the feasibility of opening a fruit supermarket chain in Jinan City.
II. Research content and implementation plan
1. Research content
1-1 Retail industry market trends
Development of the retail industry The process is as follows: (Take Jinan City as an example)
① Traditional market (early format)
② Department store (retail format in the 1970s and 1980s)
③ Warehouse supermarket (retail format in the 1990s)
④ Community small department store supermarket (retail format in the 1990s)
⑤ Large department store supermarket (new retail format)
⑥ Community convenience store (the latest retail format today)
1-2 Research on current fruit consumption behavior
Fruit, this mass consumer product has gradually transformed into a daily necessity. an important part of mass consumption. At present, the fruit consumption channels of mass consumer groups are composed of the following two ways:
⑴ Market fruit stalls ⑵ Large supermarkets
For general consumer groups, the main fruit consumption They go through market fruit stalls. They often choose seasonal fruits as their main consumption objects. They buy relatively few mid- to high-end fruits such as non-seasonal fruits and imported fruits. They also go to large department stores and supermarkets to purchase them. fruit. This type of consumer group is mostly middle-aged and elderly consumers. They have plenty of time and can patiently select the quality of fruits and weigh the prices in the hope of getting the maximum benefits. Their consumption characteristics are: demanding convenience, low price, and strong comparison shopping.
For mid- to high-end consumer groups, the main way to consume fruits is from large department stores and community convenience stores. This group of people is mainly young and middle-aged. They are busy with work and socializing every day. They usually purchase daily consumer goods in one-stop shopping at large department stores and supermarkets on weekends or holidays. This group of consumers is more interested in the quality and variety of fruits. They often show preferences and preferences for fresh and novel fruit types.
The following is a table for classification
Consumer group composition, proportion of consumption places, consumption tendency, consumer psychology
The general consumer group of fruit stalls is middle-aged and elderly 70% 30% low Price, convenience, affordability, practicality
40% 60% of young and middle-aged high-end consumer groups in supermarkets Quality, fashionable varieties, high quality, integrity
Through the comparison table above, we can find that the two The consumption psychology of consumer groups is slightly different, but they all have requirements for fruit sellers. In order to satisfy the consumption psychology of these two consumer groups and to comply with market demand, it is necessary to have a retail form that is convenient, low-priced, fashionable, and provides high-quality goods. This is the "fruit supermarket chain" that this report will study. The sales form is also the basic positioning of "Fruit Supermarket Chain".
Conclusion: The market positioning of fruit supermarket chains is - low price, convenience, fashion, integrity, high quality
1-3 Competitor Analysis
Us Now that the market positioning of a fruit supermarket chain has been made, it is necessary to have a relatively comprehensive understanding of the competitors.
As mentioned earlier, consumers’ current fruit consumption mainly comes from market fruit stalls and large department stores and supermarkets. The following will conduct a comparative analysis from several aspects such as purchasing, sales methods, selling prices, and storage.
Purchasing
Market fruit stalls: The purchasing method is mostly through the fruit wholesale market. The single purchase volume is very small, based on the daily sales volume, and there are few varieties. .
Large supermarkets: The purchase method is mostly through fruit distribution companies in the city. The single purchase volume is large. Based on the daily sales volume of all chain stores, unified purchase and unified after-sales service are adopted. , various varieties.
Although the purchase channels are different, 2 to 3 links of profit are added to them. In addition to necessary transportation costs from the purchase price to the local area, the most important thing is the profit deducted by the fruit vendor or fruit distribution company.
Sales methods
Market fruit stalls: Fruit stalls mainly use various human or motor vehicles as sales tools. They are highly maneuverable and are generally sold on the main roads in and out of residential areas. Fixed-point sales and mobile sales are the main sales methods.
Large supermarkets: The sales methods of supermarkets can be said to be flexible and diverse. In large stores, they pay attention to the appearance of the products and the rich variety. They divide the store into multiple areas, display fruits of different prices and grades separately, and set up discount areas or special price areas. Clear price tags and daily special prices are also important factors to attract consumers. Unified weighing, unified settlement, unified image, and honest service are all important marketing strategies for supermarkets.
The sales methods of large department stores and supermarkets are exactly what we learn from. The sales methods of fruit supermarkets also need to have a unified image, unified layout, unified weighing and settlement, and provide honest services. They must also propose a three-guarantee policy of "guaranteed return, guaranteed exchange, and guaranteed delivery" to achieve what supermarkets cannot and what supermarkets cannot do. Not as good as. Make use of various holidays or public holidays to implement sales strategies, sell high-quality fruits to customers at the cheapest price, give full play to the purpose of serving community residents, and strive to be the best fruit purchasing representative in the community.
Selling price
Market fruit stall: Since it is a small business, the selling price does not change much. During the day, except for the remaining fruits in the evening, which need to be sold at a reduced price, Selling prices do not change much at other times.
Large supermarkets: The selling price changes flexibly. During the sales process of a day, the price may be changed multiple times, and indirect price changes may be made through the use of free purchases, period promotions, etc.
The same thing is that the selling price is determined based on the difference in the purchase price of fruits every day. The difference is that the price change strategy of fruit stalls is relatively simple. They usually only reduce prices in the evening to avoid backlogs. The price change strategy of supermarkets is relatively flexible. In addition to price changes in the evening, there are also many price change strategies. The purpose is to maximize the sales of goods and increase sales and gross profits.
Storage
Market fruit stalls: The storage method of fruit stalls is very simple. They are usually stored in a dry and ventilated place. Because the amount of each purchase is small, the storage work is not very important. link.
Large supermarkets: Due to the large daily turnover and large purchases, supermarkets must do a good job in storage. The method of storage is to place the fruit in a specific cold storage and maintain the appropriate temperature to preserve its freshness.
The investment in supermarket cold storage (or fresh-keeping equipment) is considerable. The fresh-keeping temperature of fruits is generally between 0-4 degrees Celsius, which can not only extend the fresh-keeping period of fruits, but also allow for greater turnover. goods.
To sum up, in terms of purchasing, sales methods, selling prices, storage and other aspects, it is not difficult to see:
Market fruit stalls large supermarkets
< p>Purchasing directly from the wholesale market, delivered by fruit distribution companies,Small quantity, small variety, large variety, many varieties
Sales method is close to residential areas, sales methods are diverse, clearly marked Price tag,
High liquidity, partitioned display, flexible promotion methods
Single selling price change method, price can be changed at any time
There is basically no storage method, but professional storage Equipment
It can be seen that the only advantage of market fruit stalls is that they are sold at the entrance and exit sections of residential areas, which brings convenience to consumers and has become an enduring sales form. Supermarkets account for almost all other advantages. The flexibility of sales methods, transparency of selling prices, application of storage equipment, etc. are all the unique charms of supermarkets, this emerging retail format. Sample fruit shop business plan plan (2)
1. Summary of the plan
This business plan is about opening a fruit shop in the university. Its main business is the sale of daily fresh fruits and fruit shop solutions. Its main business is to sell daily fresh fruits. The target market is college students. The target market is college students. The price difference is its main source of profit. Our store first adopts a joint venture between classmates. source of moisture. Our store first adopts a joint venture between classmates.
But it has its own brand trademark and value concept. It has its own brand trademark and value concept. After the funds and other conditions are mature, a company will be established and chain operations will be implemented. After maturity, a company will be formed and chain operation will be implemented. The overall strategic goal is: "Based on the school, establish a brand, and work step by step." The strategic goal is: "Based on the school, establish a brand, and work step by step, expand reputation, and move toward success." Expand reputation and move toward success.
2. Market Analysis
1. Feasibility analysis
Fruit, a mass consumer product, has gradually transformed into a daily necessity. Fruit, a mass consumer product, has gradually transformed into a daily necessity. It is an important part of mass consumption. An important component of mass consumption. With the continuous development of our school, the number of students enrolled in our school has also reached a certain scale. It is said that with the development, the number of students enrolled in our school has also reached a certain scale. There are more than 6,000 people. Such a large campus will inevitably bring a huge demand for fruits. According to my survey, many students have the habit of eating fruits at home and they also have the desire to do so at school. , but, accustomed to it, they also have the desire to do this in school, but it is too troublesome to buy it outside.
Besides, people are getting more and more popular now. I am paying more and more attention to my health. I often buy some fruits to supplement my nutrition. Especially when I am in good health, I often buy some fruits to supplement my nutrition. Especially some girls. You can eat it as a meal. Some girls can eat it as a meal. The entry threshold for a fruit store is very small, so in theory, it can be opened with a low investment. , so in theory, the basic conditions for opening a fruit store have been met.
2. Product analysis
Fruit, a mass consumer product, has gradually transformed into a daily necessity. Fruit, this. This kind of mass consumer goods has gradually transformed into daily necessities and is an important part of mass consumption.
3. Competition analysis
At present, the market for on-campus fruits is basically blank. Although there is a small store that sells some fruits, it is not available. There is no scale and no desire for development. There are some fruits sold in small stores but they are not of scale. There is no desire for development and there is no competitiveness at all. Not competitive at all.
4. Macro-environment analysis
The opening of a fruit shop on campus will greatly facilitate the purchase of fruits by students and the consumption of fruits by some busy teachers. According to the survey, in the food consumption structure, as the proportion of staple food consumption slowly declines, the proportion of non-staple food consumption is also gradually increasing. This trend can be evidenced by the change in the proportion of fruit in the entire urban and rural market trade and the change in the proportion of fruit consumption expenditure in residents' food consumption. Fruit, a mass consumer product, has gradually transformed into a daily necessity and is an important part of mass consumption. The macro environment is conducive to the opening of on-campus fruit shops.
3. Fruit shop SWOT analysis
Strengths
Since the entrepreneur himself is a college student, he is close to the university. Since the entrepreneur himself is a college student, he is close to the university. Universities clearly understand the psychological needs of college students and can easily find their psychological appeals. This is the most important advantage; the rationale appeal point. This is the most important advantage; it is close to the dormitory, and it is convenient and fast to buy. It is close to the dormitory and it is convenient and fast to buy. The demand market is huge. There are discounts in the school's stores. There are discounts in the schools' stores, so there are certain advantages in terms of cost. Door-to-door service can be provided. There are schools. With the support of classmates and high-quality customer service, we have our own unique fruit business philosophy.
Advantages
Our store features
Fruit flowers are currently the most creative fruit gifts. It integrates floral design inspiration, uses fresh fruits as raw materials, and arranges them in an orderly manner with various themed bases to create pleasing "fruit flowers" in various themed flower shapes. ?In addition to the surprising appearance of fruit flowers, good fruit flowers use top-quality fresh fruits from the best producing areas in the world, leaving people with the most unforgettable fresh fruit experience. And any kind of fruit flowers can be paired with chocolate, which is rich and delicious. The perfect combination with fresh fruits will give people a whole new feeling. Fresh and delicious, healthy and fashionable, it is the best choice to reflect your taste or convey your feelings to the other party.
Weaknesses
College students have insufficient entrepreneurial social experience; college students have insufficient entrepreneurial social experience and are short of entrepreneurial funds; short of entrepreneurial funds, the development speed is slow and the market is easily seized; the development speed is slow and the market is very difficult There are already two fruit shops on campus that are easy to be occupied.
Opportunities
There is no enterprise involved in the stores specializing in selling fruits on campus. There is no enterprise involved in the stores specializing in selling fruits on campus. It is still a blank market. This is the largest and most Favorable opportunity; a blank market, this is the biggest and most favorable opportunity; because the cost of opening a fruit store is small and the hardware requirements are low, it is difficult to enter the market and the difficulty of entering the market is small, so This also gives us a great opportunity to try.
Threats
The competition is fierce. If the profit situation is good, it is easy to be imitated. The competition is fierce. If the profit situation is good, it is easy to be imitated. Moreover, this fruit shop is a small one. A large-scale personal business, and this fruit shop is a small-scale personal business. Due to financial constraints, it cannot occupy all the markets in a short time. Therefore, it is likely to be followed or imitated by later followers. The biggest and most serious threat is that the late followers or imitators will devour most of the market.
3. Countermeasure analysis,
Considering the threat of being easily imitated, I will find some investors or partners to cooperate. Cooperate with people to make funds more abundant and provide a foundation for the development of distinctive small stores. We will also introduce some new technologies for making fruits to make our own characteristics. Some new technologies for making fruits , make your own characteristics and your own style.
IV. Marketing Strategy
Target market: Target market: College students, teachers, surrounding hotels; Price: Adopt penetration pricing strategy to attract customers at low prices. Quickly occupy the price-leading market; product positioning: product positioning: popular, economical, convenient service.
Sales: Promotion of fruits: In conjunction with the Health Day, we will cooperate with the sales associations of some schools to carry out some health promotion and consultation within the school. Promote knowledge about the health benefits of fruits. Frequent advertising: Advertising: Establish the concept of integrated marketing communication and brand concept from the beginning. Through brand communication, the brand has a spirit that is recognized and pursued by college students. Free and unrestrained, free and easy personality, healthy and confident are the spirits that the fruit shop should promote. Put forward a slogan: Put forward a slogan: 100% healthy, life will be wonderful.
Design a logo: Orchard
Create a brand: Create a brand: "Orchard 168" Form a spirit: Form a spirit: We pursue freedom and unrestrained personality, we Healthy sunshine, happiness and unrestrained; we fly, fly together, fly freely, we pursue a life of freedom and health. Fruit shop business project plan template (3)
Project introduction
Establishment of a community fruit shop: in a community with 3,000 families (counted as 3 people per family) Build a fruit shop.
Market Analysis
China’s fruit market is huge. Compared with foreign per capita annual fruit consumption of 85 kilograms, domestic per capita consumption is only half of that. According to a survey of most families, 80% of families of three spend more than 80 yuan on fruits per month. 10% of households consume fruits between 50 and 80 yuan. Only 10% of households consume fruits for less than 50 yuan.
Our country’s current per capita annual fruit consumption is about 45kg, which is still far behind the health standard requirements (70kg). Compared with the average annual fruit consumption (80kg) per person in developed countries, the gap is even greater. big. If future population growth is taken into account and calculated according to health standards, national fruit consumption will reach 115.5 million tons.
Reasons for selection
Industry needs: China lacks large fruit sellers;
Entrepreneurs’ needs: low entry barriers, you can operate with a small investment ;
Brand new sales opportunities: only fruit chain stores are still blank. Chain stores in other industries are in a state of low-profit competition
Novel sales method: open self-selection
Diverse service items: providing automatic juice pressing service. Provide combination packaging boxes, and introduce the characteristics of various fruits and suitable groups of consumers in the store to guide healthy consumption
Fruit purchasing status and consumer psychology: busy time, no extra time for purchasing fruit. Supermarkets and wholesale markets mainly buy other products, so they do not buy a lot of fruits.
Huge market: The country plans to increase per capita fruit consumption to 48 kilograms in 20xx and 53 kilograms in 20xx. In other words, by 20xx, fruit consumption will increase by 25 million kilograms. The market is huge. It is 40% of the current market
Special services
1. The fruit industry is the largest developing industry. And there are no big sales giants in the industry. The market space is very large. And chain operation is also the biggest hot spot.
It is also the preferred way to start a business by the most investors. In the south, fruit chain stores are small in scale, but they are all regional enterprises. Their scale is not very large, but their annual sales volume is already very large. The annual sales of a single store reached 1 million and began to make profits. On the basis of the successful experience of the Southern Fruit Chain Store, some more services will be added to make the fruit chain store more user-friendly and make the fruit chain store the largest fruit retail, wholesale and chain enterprise in the country.
The existence of fruit chain stores first makes it easier for consumers to consume fruits. Because fruit stores are generally located in communities (radiation range: 3,000 households). Before this, people generally bought fruits in supermarkets, farmer's markets, and other places (traveling merchants and street fruit stalls).
The sales channels and situation of fresh fruits in Germany in 20xx are as follows: 25.5% through the consumer market, 37.6% through chain stores, 11.1% through fruit and vegetable stores, 8.2% through weekend markets, etc. Therefore, chain stores are an important way for fruit sales in the future.
Analyzing the purchasing location, supermarkets and farmer’s markets are not readily available at the door of the community, making it inconvenient for residents to purchase. And the main products purchased by residents who go to the above places are not fruits, but other daily necessities or vegetables. The characteristics of fruits are their heavy weight and large size. For consumers without cars, after going to supermarkets and farmers' markets to buy other commodities, they can only buy a small amount and a single variety of fruits. Opening a fruit chain store in the community can make shopping more convenient for consumers and increase fruit consumption.
2. Give customers a new, safe, quality and cheap place to consume.
More customers choose to go to supermarkets to buy fruits, in addition to seeing them when buying other goods. Apart from buying fruits for sale, the biggest remaining reason is that the fruits in supermarkets can make consumers feel at ease in terms of product appearance, product quality and portion. And the open self-selection method allows customers to have more choices. For our fruit chain stores, we adopt unified decoration, unified store layout, unified purchasing, and unified distribution, and all products are cleaned, waxed, graded, and packaged before being sold, which can completely give customers the above psychological satisfaction.
3. Unique consumption guidance
Customers nowadays choose fruit consumption based entirely on their own tastes and preferences, ignoring the characteristics of the fruit itself and its suitability for consumption. crowd. Through a survey of many consumers, it was found that almost no one can tell the characteristics of pineapple and the people who are suitable for eating it, as well as what fruits should be eaten by patients with liver disease and stomach disease, and what fruits are not suitable for eating. This shows that everyone is blindly consuming fruits. Without any common sense about fruit consumption, a well-intentioned person giving bananas to a diabetic patient may be misunderstood. As a fruit retailer, our responsibility is to teach everyone how to consume and eat fruit reasonably. In this regard, I will post posters about the characteristics of each fruit and the groups suitable for consumption in each store, as well as the identification methods of good and bad grades, to guide everyone to healthy consumption.
4. Provide a variety of services to target different consumer groups
Fruit consumers are generally divided into two types: those for their own consumption and those for gift giving. In response to the psychological and packaging needs of gift-giving people, we will specially design some foldable or combined packaging combinations of different capacities (3G, 5G) and provide them to consumers for a fee. In other words, customers can combine and purchase fruits at will. If you need packaging boxes after purchasing, you only need to pay a certain packaging fee to get packaging boxes in the store (which can be divided into birthday celebrations, visiting patients, visiting relatives, etc.), and you can also get a greeting card. In this way, consumers can understand consumption and avoid buying expensive gift-packed fruits from traveling merchants or other merchants, while ensuring quality.
5. Dig deeper into the characteristics of fruits and other needs of consumers
As people’s income increases, more consumers begin to drink fresh juice. In response to the needs of consumers, every fruit chain store will have free juicers for customers to use. After purchasing the fruits, customers can wash the fruits with free water and use the juicer to squeeze the fruits into juice for free. The company will not charge any fees if customers bring their own containers. If the customer wants to take the juice to home, work or drink on the road, the company will provide a set of containers (including a plastic cup, a straw, honey, sugar, etc., and help the customer seal it) for a fee, so that the customer can put the fresh juice Take the squeezed juice anywhere and drink it. In terms of hygiene, every time a customer uses the juicer, the staff will disinfect the machine and then put it in the disinfection cabinet to ensure hygiene.
Competitors
1 Changes in consumer concepts: Whether consumers can accept this way of buying fresh fruits, because other traditional places to buy fruits have already formed in consumers’ minds habits, so it is necessary to change consumers’ shopping concepts in a short period of time and make them accept this business form.
2 Large supermarket chains: Large supermarket chains have been selling fruits for a long time. This shows that fruit consumption has occupied a certain proportion in people’s daily consumption. It also shows that the market is vast. These Merchants are also very optimistic about this market. The advantages of large chain supermarkets include larger purchasing volumes, lower purchasing costs, larger customer flow, better shopping environment, and guaranteed product quality and portion.
Our advantages: The development of our fruit chain store, combined with the purchasing advantages and logistics advantages of the United Juice Company, will definitely lower the purchasing cost. And because we have opened our store in the community, we are recruiting some laid-off workers and seeking some policy support. And our shopping environment, credibility and prices can compete with large supermarkets. And we will provide juice pressing services, fruit promotion and introduction, gift packaging and other services that I believe are not available in large supermarkets.
Another option is to cooperate with some medium-sized chain stores, such as Trust-Mart supermarkets. We can negotiate with them to contract their fruit projects, open a store-in-store in their supermarkets, and pay them contract rent. and sales profit sharing. The other party saves procurement costs and operating risks, but profits are also guaranteed, while we increase the window for sales and display.
3 Farmers’ market: usually appears in the open air. Since stall rentals are cheap, the price may be a bit advantageous. But its shopping environment, products and services are poor, and customers have little choice, and the quality and portion are not very reliable.
Our advantages: Generally, people go to farmers’ markets to buy some daily food and vegetables. Therefore, after buying a large number of other products, they generally do not buy a lot of fruits because it is too expensive to buy things. Too much and too heavy will cause inconvenience to its movement. Our fruit stores are usually opened near communities, which makes it convenient for residents to buy fruits. I believe no one is willing to walk 20 minutes to buy a watermelon to take home. People who buy this kind of fruit prefer to buy it at a location closer to home.
4 Traveling hawkers: They are characterized by their mobile nature and can push fruit carts downstairs in the community. Since there is no rental cost, their prices may be lower. The disadvantage is that the fruits sold by traveling merchants and hawkers are often defective or shoddy.
I highly recommend