Contents

Business Consideration
Religions
Employment
Infrastructure
Pollution control
Water Resources
Legal Environment
Publishing Industry
Social Customs
Location plan
Market Situation
Competitive Situation
S.W.O.T
Marketing Objective
Financial Objectives
Product Line
Marketing Research
Insurance
Press Kit
Financial analysis
Our groups idea is about a Japanese Buffet
Restaurant. We plan to open our restaurant on
West Nanjing Rd in Shanghai. Its 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,p
ostgraduates 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 committeesof 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
Chinas 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 peoples
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. Chinas 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 Chinas
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
Chinas legal system includes laws of seven categories:
1. The Constitution and related laws
2. Civil and commercial laws
3. Administrative laws
4. Economic laws
5. Social laws
6. Criminal laws
7. Litigation and non-litigation procedural laws
Peoples courts
Local peoples courts

The High Peoples
Courts
The Intermediate
Peoples Courts
The Primary peoples
Courts
The special peoples
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 Chinas 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
Chinas 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
A
B
C
D
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.
Map
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

Weaknesses
Our restaurants weaknesses have 4 parts:
Marketing weakness
Cost weaknesses
Price weakness
Management weakness
Marketing weakness
1. Our restaurant is a new Japanese restaurant, so we
dont 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 dont have multiple shops, so cant stock too
much every times also cant debase stock cost.
Price weakness
our restaurants 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 dont 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 restaurants 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 restaurants
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
1
3
5
0
0
0
0
6
4
8
0
0
0
7
0
2
0
0
0
1
5
3
0
0
0
0
7
3
4
4
0
0
7
9
5
6
0
0
1
7
1
0
0
0
0
8
2
0
8
0
0
8
8
9
2
0
0
1
8
9
0
0
0
0
9
0
7
2
0
0
9
8
2
8
0
0
6
4
8
0
0
0
0
3
1
1
0
4
0
0
3
3
6
9
6
0
0
6
6
0
9
6
0
0
3
1
7
2
6
0
8
3
4
3
6
9
9
2
6
9
4
0
1
0
0
3
3
3
1
2
4
8
3
6
0
8
8
5
2
0 5000000 10000000 15000000 20000000 25000000 30000000
Sales
Cost of sales
Gross profit
T
o
t
a
l

R
M
B
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 from operating
activities
Cash from investing
activities
Cash from financing
activities
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&marketable
securities
Total stockholders'
equity
2007
Total
2008
Total
2009
Total
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 firms
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 on
assets
Return on
equity
Gross Profit
Margin
Net Profit
Margin
Inventory
Turnover
2007 Total 2008 Total 2009 Total
Break-even of 2007
Break-Even Quantity units 1836
Break-Even Sales RMB 91800
Margin of Safety units 127764
Margin of Safety RMB 6388200
Margin of Safety % of sales 98.58
Break-even of 2008
Break-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 2009
Break-Even Quantity units 2405
Break-Even Sales RMB 120250
Margin of Safety units 136397
Margin of Safety RMB 6819850
Margin of Safety % of sales 98.27
Organizational Chart
General
Manager

HR
Department
Director

General
Accountant

Accountant

Sales
Department
Director
Assistant

Driver

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 end
Thank you