Marketing ManagementMarketing Management

Final ReportFinal Report ：： Fan Tuan Shao CheFan Tuan Shao Che

Professor : Professor : 張力元教授張力元教授Student : Student : 賴彥勳 賴彥勳 96315139631513

Curbside restaurant

Uniform

Marketing tools 1/3

Product and Price

Rice ball (two varietiestwo varieties ) Drink (coffee, tea, soy- coffee, tea, soy-

- bean milk- bean milk )

$25NT $25NT

+ = combo

$50NT

Marketing tools 2/3

Place

Marketing tools 3/3

Promotion If you buy one drink or one rice ball, you must pay If you buy one drink or one rice ball, you must pay

25NT. If you buy one drink and one rice 25NT. If you buy one drink and one rice ball, you must pay 50NT. If you buy 10 combo, I will ball, you must pay 50NT. If you buy 10 combo, I will

give you 1 combo free.give you 1 combo free.

Cost 1/2

TFC

Roadside standRoadside stand $10,000NT$10,000NT

SignageSignage $2,000 NT$2,000 NT

Gas bottle lightingGas bottle lighting $2,000 NT$2,000 NT

LicenseLicense $2,000 NT$2,000 NT

UniformUniform $4,000 NT$4,000 NT

Cooking equipmentCooking equipment $5,000 NT$5,000 NT

TotalTotal $25,000 NT$25,000 NT

Table 1 : Fixed CostTable 1 : Fixed Cost

Cost 2/2

TVC

$2.5NT $2.5NT $2.5NT $2.5NT

$2.5NT $12.5NT

Breakeven-point (every month)Breakeven-point (every month)

Figure 1Figure 1 ：： Breakeven-point (every month)Breakeven-point (every month)

Profit in yearCondition Condition

*Work of year = 312days{52(week)*6(day)}*Work of year = 312days{52(week)*6(day)} Good days =52days Bad days=260days If good days Good days =52days Bad days=260days If good days sell 100, bad days sell 50sell 100, bad days sell 50* Everyday sells 50% rice balls or drinks and 50% combo* Everyday sells 50% rice balls or drinks and 50% combo

Assume sales of years on Good days :Assume sales of years on Good days : (0.5*100*50 + 0.5*100*25)*52=195,000(NT)(0.5*100*50 + 0.5*100*25)*52=195,000(NT)

Assume sales of years on Bad days :Assume sales of years on Bad days : (0.5*50*50 + 0.5*50*25)*260=487,500(NT)(0.5*50*50 + 0.5*50*25)*260=487,500(NT)

Total sales of years : Total sales of years : 195,000+487,500=682,500(NT)195,000+487,500=682,500(NT)

TC=26,250(TFC)+97,500(TVC of good days)+243,750(TVC of bad dTC=26,250(TFC)+97,500(TVC of good days)+243,750(TVC of bad days)=367,500(NT)ays)=367,500(NT)

Profit : 682,500-367,500 = 315,000(NT)Profit : 682,500-367,500 = 315,000(NT)

Future developmentFuture developmentSalesSales Ratio of cost (estimation)Ratio of cost (estimation) ProfitProfit

First yearFirst year 682,500682,500 54%54% 315,000315,000

Second yearSecond year 750,750750,750 52%52% 360,360360,360

Third yearThird year 825,825825,825 50%50% 412,912412,912

Forth yearForth year 908,407908,407 48%48% 472,371472,371

Fifth yearFifth year 999,248999,248 46%46% 539,593539,593

The key aspect of the projectThe key aspect of the projectI used the high quality of ingredient to I used the high quality of ingredient to produce my rice ball. Every ingredients almost produce my rice ball. Every ingredients almost is famous brand in Taiwan.is famous brand in Taiwan. I make the most of sanitation. My production I make the most of sanitation. My production appliance is cleaned regular. When I make the appliance is cleaned regular. When I make the rice ball, I make it through glove.rice ball, I make it through glove. Therefore, Therefore, the rice ball will have a sanitation certificate.the rice ball will have a sanitation certificate.My brand image is warm to customer. I give My brand image is warm to customer. I give them hot food, good service, fast purchase them hot food, good service, fast purchase and contented enjoy.and contented enjoy.