business plan 披萨.doc

CHAPTER 5: BUSINESS PLAN 2 5.1 Executive Summary 2 5.2 Background of Business 2 5.3 Purpose of Business Plan 3 5.4 Company Summary 3 5.4.1. Vision, Mission and Value Statement 3 5.4.2 Business Objectives 4 5.4.3 Keys to Success 4 5.4.4 Legal Consideration 4 5.4.5 Company Location 6 5.4.6 Company Equipment and Facilities 6 5.4.7 Products and Services 6 5.4.8 Competitive Advantages of Business 6 6.1 Environmental Analysis 7 6.1.1 Industry Market 7 6.1.2 Market Segmentation 8 6.1.3 Target Market 9 6.1.4 Customer Profile 9 6.2 Competitive Analysis 11 6.2.1 Main Competitors Analysis 11 6.2.2 PEST Analysis 13 6.2.3 Porter’s Five Forces Analysis 14 6.2.4 SWOT Analysis 16 6.3 Marketing Plan 18 CHAPTER 5: BUSINESS PLAN 5.1 Executive Summary With the improvement of people’s living standard and the accelerating pace of life rhythm, the fast food industry has obtained rapid growth. Fast food is cheap, convenient, and delicious, which boost the popularity of fast food in New Zealand. Pizza has become a popular fast food among New Zealander especially for young people. Considering the above information, the author’s business concept is to open a Hell Pizza franchise restaurant in Auckland, New Zealand. The proposed business will be under the name of “Hell Pizza Queens Street”, which will provide different types of pizza, beverage, desert and sides to all age group people. The proposed business will be a franchise business with NZ$ 500,000 registered capital. The target customers are local families, students and international travelers of all ages. 7 staffs will be employed in the first year and the staff numbers will increase based on the business operation. 5.2 Background of Business Eating out in restaurants, take-away and delivery of fast food has become a part of New Zealand food culture. The convenience of fast food industry makes the growth of customer consumption. According to the latest in property and retail news (2011) the sales of McDonald’s was $500 million, followe