Growth Strategy
Management has shifted the direction of the business to focus on growth in the Wholesale and Corporate Catering businesses, with selective growth on the XXXX Retail side
— This is largely in response to incredible demand in the Wholesale and Catering businesses
— This is in no small part due to the incredible value of the XXXX brand name, created by the Retail business
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Corporate Growth Strategy By Segment |
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XXXX Retail Outlets |
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Wholesale Food Distribution |
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Corporate Catering |
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Deploy an impactful marketing campaign to create brand and product awareness
Selectively open new outlets at a rate of ~1-2 per year
Look into opportunities for strategic retail growth through acquisition |
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Continue to expand through contractually established pipeline of over 400 outlets
Add further distribution channels and product offerings at a rate of ~20 products and ~100-200 outlets per year
Partnership with a China Milk Producer for Distribution throughout China |
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An experienced direct sales force has recently been added to focus on the Corporate Catering Service
Some catering customers are inquiring about on-site XXXX-branded service outlets |
XXXX has a successful track record of growth through partnership with what would be competitors
— Management believes that all restaurant and café chains represents a potential partner without material cannibalism of XXXX retail sales
XXXX expects to grow revenue by 219% from FY10 to FY11
China Growth Strategy
China represents a vast growth opportunity for any business, particularly those in the consumer retail sector
While management is continually aware of the vast business potential that China holds, XXXX has chosen to first develop an established and successful track record in the Hong Kong market before expanding to China
Nevertheless, XXXX has already been tangentially exposed to the China market in several ways:
— XXXX has participated in a number of China F&B projects in the past two years
— Key members of XXXX’s management team have vast experience in the F&B sector in China
— XXXX is currently in the early stages of discussion with a plant in Southern China (near the HK border) regarding establishing a low cost production facility for some of XXXX’s milk-based sweet products
With the increased awareness of food safety in China, XXXX believes the demand for quality food products and services there will grow
Though strategies related to China growth do not factor into current financial projections, many major opportunities exist:
— Milk-based sweet product (known as “Kami”) production partnership arrangement with a major Hong Kong group where Kami is produced from the Group’s Guangzhou HACCP certified milk factory and distributed for sale to Supermarkets in Guangdong province, Shanghai, Beijing and Zhejiang province starting September 2010
— Current partnership with China Resources gives XXXX an automatic platform to expand into the PRC
— XXXX has been approached by a number of major property developers and various retail operators to establish XXXX coffee bar & desserterie outlets in China
— XXXX will certainly have an edge in this competitive market as China consumers place a high premium on successful Hong Kong brands
— XXXX will also look into the catering operations in China as many of its existing customers have offices in Shanghai, Beijing and other major cities
增长战略
管理层已经将业务的重心转移到批发和企业餐饮服务，同时对XXXX零售业务进行选择性地拓展。
— 这主要是对批发与餐饮业务中急剧扩大的需求做出的回应
— 这在很大程度要归功于零售业务造就了XXXX品牌宝贵的名气。
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按业务细分的企业增长战略 |
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XXXX零售店 |
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食品批发分销 |
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企业餐饮 |
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开展影响深远的营销活动，以提高品牌和产品的知名度
以每年一到二家的速度来选择性地开设新的网点
关注通过购并而实现战略性零售增长的机遇 |
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通过按合约建立起来的400多条分销渠道来实现持续的拓展
按照每年大约20种产品以及大约100到200家网点的速度来增设更多的分销渠道并扩大产品供给
与一家中国乳品生产商合营，从而实现在整个中国的分销
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新近已经招募了一批直销人员，以重点拓展企业餐饮服务
一些餐饮客户正在征询现场开设XXXX品牌服务点的可能性 |
XXXX在与原本可能成为竞争对手的企业开展合营、从而实现增长方面有着成功的经验
管理层认为，所有餐馆与咖啡连锁店都代表着一个潜在的合作伙伴，而不会大量瓜分XXXX零售店的销售量
XXXX预计在2010－2011财政年度内实现219％的收益增长。
中国增长战略
对于任何一种业务，中国都代表着巨大的增长机遇，而对于消费零售部门的企业就尤为如此。
虽然管理层无时不清楚中国所蕴藏的巨大商务潜力，但XXXX还是选择首先在香港市场确立成功而稳固的业绩，之后再向中国扩展。
然而， XXXX 在实质上已经以许多方式来面向中国市场了：
— XXXX在过去两年中参与了大量的中国食品饮料项目；
— XXXX管理团队的关键成员拥有中国食品饮料行业的深厚经验；
— XXXX 当前已就建立低成本生产网点来生产XXXX以乳品为原料的甜食产品这一事宜而与华南（靠近香港边界）的一个厂家开展了初期磋商。
随着中国食品安全意识的加强，XXXX 相信中国对优质食品和服务的需求还会继续扩大。
尽管当前的财务预测中并没有考虑与中国增长相关的战略，但许多重大的机遇仍然存在：
— 与一家大型香港集团订立以乳品为原料的甜食产品（又称“Kami”）的生产合作协议，按此协议规定，自2010年9月起，该集团在广州的一家通过“危害分析与关键控制点”（HACCP）认证的乳品厂将生产Kami，产品经过分销而进入广东、上海、北京和浙江的各大超市；
— 当前与China Resources 结成的合作关系为XXXX 提供了打入中国市场的自动平台；
— 已有大批大型物业开发商和各种零售营运商来与XXXX 接触，希望在中国开设XXXX咖啡厅和甜品店；
— XXXX 在这一竞争激烈的市场上定会占有优势，因为中国消费者非常青睐成功的香港品牌；
— XXXX 还会考察在中国开设餐饮业务的机会，因为它现有的客户中许多都在上海、北京和其它大城市中设有办事处。
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