Project name: feasibility report of adding breakfast project.
Organizer: XX Food Co., Ltd.
Date of application: 2007129 October.
Contents of feasibility report
I. Project background
Second, domestic similar products and development trends
Third, the market demand analysis
Four. Social and ecological benefits
Five, the analysis of their own conditions
Conclusion of intransitive verbs
I. Project background
Food is the most important thing for people. In today's economic globalization, information and knowledge, people are extremely nervous and tired at work, and they need a high-quality life to support and adjust their happiness. "One day's plan lies in the morning". It is particularly important to provide a nutritious, delicious and hygienic breakfast today when we advocate the new fashion of healthy consumption and adjust the diet structure of citizens. The energy and nutrients provided by breakfast occupy an extremely important position in the intake of energy and nutrients throughout the day, and its role is irreplaceable. Eating or not eating breakfast will cause irreparable harm to people's body and mind, and skipping breakfast may induce diseases such as gallstones, gastritis and anemia. Nutrition experts remind that eating a good breakfast is related to everyone's health. However, due to various reasons, people will worry about unreasonable nutrition and sanitary conditions when eating breakfast outside. For a long time, the breakfast market has directly affected people's health because of the single variety, street stalls and food hygiene. Therefore, breakfast is related to everyone's health. For the strength of the Chinese nation, we must vigorously promote nutritious breakfast. In recent years, government departments have taken various measures to let citizens eat safe and delicious breakfast outside as soon as possible. As a practical project for the people, breakfast project has been implemented in many cities in China.
At present, there are few formal units providing breakfast in our city, most of which are roadside stalls and temporary stalls. These phenomena not only cause great hidden dangers to residents' health, but also have a great negative impact on the overall image of the city. Therefore, the construction and development of breakfast project is an urgent need of market economy and urban development, and it is a cause that conforms to the people's hearts. The government's policy support is the guarantee for the development of breakfast industry. We should provide a good policy environment for breakfast business enterprises, mobilize the enthusiasm of enterprises, and make regular enterprises bigger and stronger. At the same time, severely crack down on wild breakfast that does not meet the hygiene standards, so that the public can have a safe breakfast. At present, Huzhou Municipal Government and relevant departments have stepped up efforts to encourage and cultivate large-scale and powerful enterprises to participate in the development and construction of breakfast market, strengthen the management of fixed breakfast shops, and make efforts for the modernization of breakfast market and management in our city.
Second, domestic similar products and development trends
"Breakfast Project" is a major event related to people's health, which has already attracted the attention of government departments. Beijing, Shanghai, Tianjin, Chongqing, Xi, Jinan, Xiamen, Fuzhou, Quanzhou and other large and medium-sized cities started the breakfast project nearly ten years ago and listed it as a private practical project. At the same time, they constantly sum up experience in operation and standardize market-oriented operation, so that the general public only need to spend 1-2 yuan for a few minutes. In addition, the unified dining car, sun umbrella, sanitary pipes, heat preservation tools and other facilities in the breakfast project not only improve the breakfast management mode, but also beautify the urban environment.
Now, in some cities, although the "breakfast project" has unified planning by the government, rigorous argumentation by experts and strict examination of operators' qualifications, the "initial reputation" of "assured breakfast project" is higher than that of other breakfast suppliers, which has certain competitive advantages. However, due to its high cost, thin profit and the influence of "picnic breakfast", its competitive advantage is not obvious.
With the deepening of the "breakfast project", people found that Tianjin, Chongqing, Xi, Wuhan, Changchun, Xiamen, Suzhou and other places have better "green breakfast" projects, all led by the government. Jiang Zengwei, Vice Minister of Commerce, said: "The breakfast project is a low-profit and affordable form. In the early stage of construction, it is necessary for the government to give some support and help in terms of funds and policies. " At present, some cities in China have established a joint meeting system or breakfast project with the competent commercial departments to study and promote popular catering work; There are also several departments jointly introduced to guide the development of the catering industry or jointly introduced financial policies and preferential measures to support the development of popular catering such as breakfast items.
Three. market demand analysis
Food is the most important thing for people, and the breakfast market itself is a market with great potential. The total market potential refers to the maximum sales volume that all enterprises in an industry can achieve under certain environmental conditions under a certain period and level of industry marketing power.
Expressed by the formula: Q = nqp, where: q is the total market potential, n is the number of buyers of a specific product under a given condition, q is the average number of purchases per buyer, and p is the acceptable average price.
According to the market survey in Huzhou, the results show that: p= 2 yuan q= 1 serving.
According to the latest survey data of Huzhou Statistics Bureau, Huzhou has a population of 2.576 million and a floating population of 554,000 [1], and 70% of people eat breakfast outside [2], so the daily sales of breakfast items are: Q = (257.6+55.4) × 70 %× 1 ×. Judging from the above figures, the breakfast market in our city will be a huge and potential market, which is worth developing.
In addition, according to the survey, the variety of breakfast in our city is relatively single and there are few colors, so it is difficult for diners to choose according to their own tastes. The traditional breakfast has not changed much for decades. There is still a great demand for truly convenient, nutritious and quality-guaranteed breakfast shops. At the same time, most breakfast stalls have some problems, such as occupying sidewalks at will, failing to guarantee food hygiene and quality, polluting the city appearance and environment, and losing local fiscal revenue. Therefore, the manufacture and sale of breakfast food is also a problem that our municipal government has been considering how to rectify. At present, it is urgent for government departments, operators and families to develop healthy, nutritious and hygienic breakfast varieties.
Fourthly, the social and ecological benefits of breakfast project.
Good and fast development is the urgent need of "Breakfast Project". According to the authoritative statistics of the Ministry of Commerce, in recent years, the catering industry has created more than 2 million new jobs every year. In 2006, there were more than 2 million employees in the catering industry nationwide, which has become an important field for the employment of the elderly, low education and low employment skills. According to incomplete statistics, 60% of the employees of 300 professional breakfast companies in China are the above-mentioned people. Taking the fact breakfast projects in Jiangsu Province and Xiamen City as examples, 8,000 and 3,000 jobs were provided respectively.
For a long time, due to the different scales of breakfast enterprises, especially the mobile stalls on the street, there is no pressure such as rent and tax. Employees don't need to invest in high technology and too much money, and their business risks are low and their vitality is relatively guaranteed, thus attracting a large number of laid-off workers or urban migrants to join. This will inevitably lead to uneven quality of food and services, low overall quality of personnel, strong relative mobility, and difficult supervision of health departments. Food hygiene and fire safety have always been the focus of attention. Its existence and development not only bring huge health risks to consumers; At the same time, it also has a great negative impact on the health and environmental protection of a city. To some extent, the development of a city's breakfast industry directly reflects the degree of civilization and the speed of modernization.
Therefore, let competitive enterprises with certain scale and equipment participate in the breakfast market and cultivate catering food brands; It is the development trend of breakfast project; This is the inevitable trend of the development of market economy and catering industry. Unified management style and standardized management have greatly enhanced the city image and improved the city environment; At the same time, the huge procurement scale has brought formal benefits to the local and surrounding areas, creating huge social and economic benefits and ecology.
Five, the analysis of their own conditions
Huzhou Guoxiang Food Co., Ltd. was established in 1998, located in the food industrial zone of Balidian Town, East New District of Huzhou. The company has fixed assets of 20 million yuan, and established a high-quality pollution-free glutinous rice base of 1 10,000 mu. Its main product and production capacity is more than 50 million zongzi every year. At the same time, in 2007, the company built a new quick-frozen food production line, mainly producing rice flour food such as knife-cut steamed bread and bean paste buns.
Huzhou Guoxiang Food Co., Ltd. is a key agricultural leading enterprise in Huzhou, one of the top ten leading enterprises in Wuxing District, and a listed enterprise with no complaints about market quality in Zhejiang Province. "Guoxiang" brand zongzi is a famous brand and trademark product in Huzhou. It won many awards at Zhejiang Agricultural Expo and was awarded pollution-free products by the Ministry of Agriculture. In 2006, the enterprise passed HACCP safety management system and ISO900 1 and ISO2000 quality management system certification. The food safety and quality management system covers all production processes and related management functions of Guoxiang series products. Through the analysis of these processes, the company has formulated relevant management documents to ensure that the food safety hazards reasonably expected to occur within the scope of this system can be identified and evaluated, so that the products are always under control in the production process.
Since its establishment, the company has always adhered to the scientific concept of "surviving by quality, expanding the market by reputation, increasing efficiency by management and seeking development by innovation"; Adhering to the tenet of "quality first, customer first", following scientific dietary standards, nutritious catering, and using first-class raw and auxiliary materials, our products have always reached sanitary standards from the whole process of production, circulation and sales, and our products have gradually been recognized by consumers from scratch. At present, there are mature markets in Huzhou, Shanghai, Hangzhou, Suzhou and other big cities, and the products are in short supply. The quality, price, hygiene and service of Guoxiang series products have been achieved.
At present, according to the breakfast eating habits of Huzhou residents and the production capacity of our company, we can provide rice flour food such as zongzi, knife-cut steamed bread, flower rolls and steamed bread. The above products are also made with different tastes according to the needs of different groups of people, which are suitable for all ages, healthy and delicious. In addition, according to the modern dining concept of "green, healthy and delicious", we also match it with milk, soybean milk, porridge and other foods.
Based on our production strength, reputation among Huzhou citizens for many years, and advanced production and management concepts, our company has the ability to provide Huzhou citizens with high-quality, fast and assured breakfast. Adopt the operation mode of modern enterprises, and adopt scientific management methods and strict quality control from the procurement of raw and auxiliary materials to the sales of products. While steadily developing breakfast in the central city, we actively expanded to the first town in the county and the towns with better conditions, so that the breakfast project was consolidated, promoted and developed steadily.
Conclusion of intransitive verbs
According to the above analysis, further promoting the development of breakfast industry in our city is always an important measure to promote the market construction and urban management standardization in our city. It is a cause that conforms to people's hearts and embodies Theory of Three Represents, and has obvious social and economic benefits. As a leading enterprise in Huzhou food industry, Huzhou Guoxiang Food Co., Ltd. has the responsibility and obligation, and is more confident and capable of joining the breakfast industry, making positive contributions to the standardized and healthy development of Huzhou breakfast industry and building a "healthy, harmonious and civilized" Huzhou.
To sum up, our company takes the following aspects as its advantages: standardized market operation, unified brand image, unified management mode and style, unified procurement and distribution, information management and technical support of computer network; At the same time, in the whole production and sales process, we will follow the following guidelines:
Convenience: fast manufacturing and selling, convenient eating, simple, fast and efficient service, meeting the basic needs of consumers, saving time, and following the principle of convenience for customers.
Cheap: provide matching, reasonable and moderate types and services, with reasonable operating price and value for money, adapt to customers' consumption level and satisfy their frugal psychology of "careful calculation".
Cleanliness: The production and sales process strictly abides by the standards of the food production industry, keeps the food in good sanitary condition, keeps the health of employees, meets the public's requirements for food safety and cleanliness, and provides pollution-free catering food.