可行性报告(英文版)

Why Should Domino Pizza Open a Store On

Wangjiang Campus of Sichuan University?

Prepared for: Domino Pizza Management Departure

Prepared by:

向鹏基

Date: December 26, 2013

1

Preface

Based on lots of investigation and market analysis, this report is

written to indicate why Domino Pizza would like to set up its first

store on Wangjiang campus of Sichuan University. This report is

written in the following way: introduction of Domino Pizza Company

and Sichuan University, market research and analysis, and then

suggestions and strategies and so on.

This report organizes the information by charts and data, aiming at

analyzing the market better. We inquire of a lot of students so that

we have collected the data first-hand, which is the highlight of this

report.

At last, I also would like to thank teacher Xie for his guidance to how

to write this report.

2

Contents

Executive Summary

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4

Introduction

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5

Market data

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6

Findings

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7

Potential actions analysis

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9

SWOT analysis

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10

Suggestions

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13

Appe ndix

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3

Executive Summary

Domino

Pizza

plans

to

set

up

its

store

on

Wangjiang

campus

of

Sichuan

University,

because

there

is

a

great

quantity

of

potential

demands.

Domino

Pizza,

one

of

American

best

pizza

companies,

mainly

provides

delicious

and

custom-made

on

the

internet

pizza

for

customers.

At

present,

it

has

opened

many

stores

in

big

cities

around China.

By our precise investigation, we find that the number of students of

Wangjiang campus

can totally support the new store, and they are

potential and direct customers. We also have surveyed their income

and their preference, which are optimistic. According to prediction,

the project will bring increases in revenue and profit by 130% and

150% respectively in the first year and do more in the year to come.

The new store will certainly meet the needs of the large number of

students, and increase the revenue.

At

last,

the

store

should

be

opened

in

Eastern

Yard,

and

concern

whether the price

is reasonable and acceptable for most students

or not.

4

Introduction

Founded in 1960, Domino Pizza was a small store at the beginning.

But

it

has

developed

into

a

multinational

pizza

company

over

the

past

years.

And

in

1989,

Domino

Pizza

entered

Taiwan

market,

indicating that it tried to intervene into the Broader Chinese market.

Finally, it set up its first branch store in Chinese Mainland in 1997.

Nowadays, it owns 23 branch stores in China. At present, it plans to

expand markets to the western area of China.

Sichuan

University,

is

the

largest

university

in

the

Southwest

of

China. At present, there are about 70,000 students and teachers in

SCU.

Wangjiang

campus,

located

around

the

First

Ring

Road

of

Chengdu city, has capacity of about 40,000 students and teachers.

Besides,

many

pedestrians

and

visitors

shuttle

back

and

forth

the

campus, who

are able and willing to consume pizza.

So if Domino

Pizza

can

open

its

store

in

or

near

to

Wenhua

Avenue,

it

benefits

from the project.

The

project

is

aimed

to

improve

the

profits

of

Domino

Pizza

Company,

and

the

report

is

written

to

shows

the

feasibility

of

opening branch store on Wangjiang campus of

Sichuan University.

5

My data are first-handed, based on a lot of investigation. However,

for

lack

of

funds

and

time,

the

collected

data

may

be

partial

and

incomplete,

which

could

have

some

influence

on

my

results,

so

I

hereby plead for your forgiveness.

Market data

We made a questionnaire and researched 200 students

in front of

school

restaurants

when

they

passed

by.

The

basic

factors

in

our

questionnaire

include:

their

income,

their

preference,

the

acceptable price, the satisfaction to the present school restaurants,

the

ideal

location,

and

so

on.

Based

on

the

data

we

collected,

I

make three charts in order to trim them clearly.

the income of SCU students

80

70

60

51

50

40

30

20

10

0

the income

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4

36

27

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600yuan

600-800yuan

800-1000yuan

1000-1200yuan

120 0

—

1500yuan

＞

1500yuan

73

6

their preference

0.3

1.4

pizza

rice

2.6

5.7

noodle

ohters

the satisfaction to the present school

restaurants

80

70

60

50