XXXX coffee bar & desserterie Retail Outlets
Segment Profile
XXXX currently operates 2 XXXX branded retail outlets located in prime business districts in Hong Kong
Retail outlet spaces are chosen to maximize corporate client foot traffic, thereby increasing brand awareness and boosting sales of the Corporate Catering business
Outlets primarily focus on coffee and teas, with various types of food available according to customer demands
As the face of the XXXX business, XXXX has already received numerous accolades
— Writing for Weekend Weekly magazine, celebrity producer May Fung selected XXXX’s Poached Pear in Chocolate Sauce as the ‘Best Dessert in Hong Kong’ [1]— XXXX's Pu’er Tea Eclaire was chosen by EAT magazine as their ‘Best Pick’ [2]— XXXX’s team of baristas won the 2009 Hong Kong Grand Barista Coffee Championship
Strict staff training and process guidelines are the key elements of XXXX’s retail success
Financial projections assume only modest retail outlet and same store sales growth
— XXXX regularly evaluates strategic acquisitions as a means of rapid retail growth, though has not yet found a suitable target at an attractive price
Wholesale Food Distribution
XXXX’s Wholesale Food Distribution is an effective way for XXXX to leverage its investment in a ‘best in class’ central kitchen and logistics infrastructure
Products are developed in collaboration between clients and XXXX’s expert chefs, and then sold to third party outlets such as convenience stores, supermarkets and restaurants
— Some products are labeled with XXXX’s XXXX brand, while others are sold under private label agreements with the client’s own branding
Outsourcing arrangements with XXXX have the numerous benefits, including:
— Outstanding Quality – XXXX takes pride in the quality of all its products. The products simply taste GREAT!
— Flexibility – XXXX works closely with its clients to create products that meet their business needs and the needs of their customers
— Value – One of XXXX’s differentiators is to provide top-level product quality at a very reasonable price
XXXX has established wholesaling partnerships with China Resources, Dairy Farm Group and Pret A Manger
XXXX has shown incredible skill at establishing profitable arrangements with direct competitors without negatively impacting retail sales
All financial projections assume continued growth in existing relationships according to a reasonable schedule. While there are several additional very large agreements currently in the early stages of negotiation, only known and established contracts been included in our forecasts
Corporate Catering Services
XXXX has managed to carve a niche for itself in the ‘sub-luxury’ corporate catering market
— As companies tighten expense budgets on catered lunches, XXXX’s high perceived-value strategy has resulted in substantial revenue growth for the catered food business
Services offered include traditional buffet-style catered events, boxed lunches, as well as latte art demonstrations and dessert showpieces
XXXX’s highly reliable and scalable central kitchen and logistics infrastructure puts customers’ minds at ease when planning their catered events
— XXXX’s existing customer base of the top corporations in Hong Kong all cite this confidence as their key decision making factor
XXXX outlets and XXXX brand awareness have traditionally proven to be the best marketing tool for first-time customers
— The addition of XXXX’s new Catering and Events Sales Manager means that a more focused contact and marketing approach will be taken to further boost awareness and sales
— There is no doubt that XXXX Retail stores will always be the ‘face’ of the brand
Our financial projections assume growth according to established customer contacts and existing contractual arrangements. Many other known catering opportunities have not been included as they have not yet been contractually settled
Kami Dessert in China
Segment Profile (business section not factored into current financial projections)
Partnership with Canton XXXX Company Limited in developing the Kami dessert and distribution to Supermarkets in the Greater China region.
— Production and distribution target start date of September 2010
XXXX currently runs a vertically integrated dairy business with cow husbandry, R&D, production and processing, distribution and exportation. To cope with the market changes, XXXX focused on R&D, processing, distribution and logistics
XXXX processing plant has been equipped with high-tech pasteurized and packaging machines as well as testing instruments from international big brands. It ensures delivery of high quality milk products to its consumers in the Pearl River Delta that are marketed under the famous and highly regarded "Flower Fresh" brand
Kami will be distributed to supermarkets in Guangdong province, Shanghai, Beijing and Zhejiang province starting September 2010
XXXX咖啡厅及甜品零售店
细分介绍
XXXX当前经营着两家地处香港主要商业区的XXXX品牌零售店。
零售店的空间都经过选择，以最大程度地容纳企业客户的步行交通流量，从而提高品牌知名度，扩大企业餐饮业务的销售量。
网点主要的经营品种是咖啡与茶，并根据客户需求情况来供应各种食品。
XXXX作为XXXX业务的门楣，已经备受各方赞扬
— 著名制片人May Fung向《新假期》（ Weekend Weekly）杂志撰文推荐 XXXX的巧克力酱炖梨（Poached Pear in Chocolate Sauce）为“香港最佳甜品” [3]— XXXX的普洱茶Eclaire被 EAT杂志评为它们的“最佳选择” [4]— XXXX的baristas团队荣膺2009年香港咖啡师大赛冠军（2009 Hong Kong Grand Barista Coffee Championship）
严格的员工培训与工艺导则是XXXX零售业务获取成功的关键要素
财务预测认为零售店和同店销售额增长有限。
— XXXX定期对战略性购并进行评估，将其作为使零售业务快速增长的一种手段，不过至今尚未找到能以有利的价格来购买的合适对象。
食品批发分销
XXXX的食品批发分销业务是XXXX对“同类最佳”中央厨房和物流基础设施投资的一种高效运用方式。
XXXX的产品是由它的专家厨师长与客户协作而开发出来的，然后再售予第三方销售点，比如便利店、超市和餐馆。
— 有些产品采用XXXX的XXXX牌子，另一些则按照与客户达成的自有品牌私人贴牌协议来销售。
与XXXX达成外包协议能够获得众多益处，例如：
— 优异的质量—— XXXX为自己所有产品的质量感到自豪，这些食物的味道简直就是“棒极了”！
— 灵活性——XXXX与客户密切配合来制作满足它们商务需求以及它们用户需求的产品。
— 价值——XXXX与众不同的地方之一，在于它能以非常合理的价格来供给质量上乘的产品。
XXXX与China Resources、Dairy Farm Group及Pret A Manager建立了批发业务关系。
XXXX在与直接竞争对手打交道方面显示了过人的技巧，能够在不对零售业务产生不利影响的同时与它们达成具有盈利能力的协议。
所有的财务预测都认为现有业务关系都将按合理的进度而得到持续的增长。不过，尽管当前另有好些规模甚大的协议正处在磋商初期，但我们的预测中也只纳入了已经确知和订立的合同。
企业餐饮服务
XXXX努力使自己在“准豪华级”企业餐饮市场中开拓了一片天地。
— 随着各家公司收紧了午餐预算，XXXX提高认知价值的战略在餐饮食品业务中带来可观的收益增长。
XXXX提供的服务包括传统自助式餐会、盒饭午餐以及拉花（latte art）展示和甜品陈设。
XXXX的中央厨房与物流基础设施有着极强的可靠性和扩展能力，因而在与客户计划它们的餐饮活动时能够使客户完全放心。
— XXXX当前在香港拥有的顶级企业客户都表明，它们选择XXXX的关键因素在于它们对XXXX的信心。
普遍的经验表明，XXXX零售店与XXXX品牌知名度是向第一次前来的客户进行营销的最佳工具
— The addition of XXXX增设了餐饮与活动销售经理，表明它将采取更加专注的联系方法和营销方法，来进一步提高知名度与销售量。
— XXXX 零售店无疑始终将是品牌的“盖面菜”。
根据已经订立的客户合同和现有的合约安排，我们的财务预测认为XXXX将实现增长。有许多确知的餐饮业务机会并未纳入财务预测中，因为尚未订立合约。
中国的Kami甜品
细分介绍（当前财务预测中尚未纳入的业务部分）
与Canton XXXX Company Limited合伙开发Kami甜品生产以及向中国大部地区超市进行分销的业务。
— 生产与分销的启动日期为2010年9月。
XXXX当前经营者纵向一体化的乳品业务，包括奶牛养殖、研发、生产与加工、分销与出口。为了适应市场变化，XXXX将工作的重心放在了研发、加工、分销与物流上。
XXXX加工厂配备了国际大牌的高技术消毒与包装机器和检测仪器。它能确保将优质乳制品送达珠江三角洲地区，这些产品将采用“Flower Fresh”这一著名而极受看重的品牌来销售。
Kami将从2010年9月起分销到广东、上海、北京和浙江的超市中。 原件下载：  |
