Business Plan in Teda Tianjin China

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Member Introduce

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CFO: Wenzhen Cao CCO: Yumeng Liu

HR: Ziwei Niu Operating Director: Jinyu Li

Marketing Director: Tongyu Su Sales Manager: Liuchang Gao

Consultant: Lincheng Ma

Mission Statement

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The Mission Statement clearly defines the Organization by stating;

"To help people have a better enjoy ice cream experience in China. And to provide a way that prevent clothes and hands from melting ice cream, and promotes happiness and saving time among all people".

Industry Analysis

Industry Summary

Our product is ice cream with special, optional ice cream cone. In China, ice cream annual sales has reached 70.8 billion yuan in 2014. One-third of world’s ice cream was consumed in China, then China has overtaken America as the world's largest ice cream market. In 2015, the sales was 78.2 billion yuan and China continued to occupy the largest proportion of world’s ice cream market.

Industry Overview

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It is no doubt that summer is the season for ice cream. With the improvement of consumption level and the preference for ice cream, more and more people eat ice cream in winter. It is predicted that the growth rate of ice cream will be more than 10% every year. China will become the most potential market in the world. Chinese ice cream market has a bright prospects. In such a marketing environment, ice cream cone, as complementary good of ice cream, will keep the same speed as ice cream.

Relevant Market size

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The main raw material of ice cream and ice cream cone are milk and eggs. In China, these two materials have relatively large and mature market. The price of milk is increasing, and the price of egg is fluctuating by festival. The profit of milk and egg is very limited and gradually reduced.

In this case, ice cream will be the next goal for dairy companies, market competition will be more intense. Besides, fruits, yogurt, grain and nuts are another materials. Nowadays, people pay more and more attention on healthy diet, so the size of these markets will be larger.

Customer Analysis

Target Market

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1. Consumers who inherently love ice cream. No age and gender limitation.

2. People who love posting interesting and nice food pictures on INS, Wechat friend circle, Weibo. In Weibo, many food bloggers (yellow V users) would like to find nice foods and make an inventory of these in their living cities, each of them at least has 10k fans. Most of their followers would like to find these foods they refer to, especially young girls whose age are from 16 to 30. These food lovers make up a considerable target customer group.

3. Our shops will set in big shopping circles, with the leisure environment, people would like to come in and chatting in our store. The dating couples, shopping people are also the target customers. No age and gender limitation.

4. Customers who like DIY ice cream. They can buy cones from our online stores.

Customer Needs

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A variety of choice.

a. we provide many flavors of ice creams.

b. ICE CLEAM’s cones have many flavors, and just like the condiments and sauces on the doughnuts, customers also can choose condiments to DIY their own cones.

No Stain Worry. Customers will not worry about the cream flow on their hands and shirts, customers can safe to do anything they want and take no care on ICE CLEAM.

Easy to buy cones. Customers can buy from our online stores.

Yummy. the main food we sale is still ice cream, not only the ice cream is tasty but the cones also really nice.

Nice look. Nice food with nice look will attract more customers. Food bloggers will love that.

Healthy. ICE CLEAM is low fat, fit for girls who want to keep their graceful figures.

Competitive Analysis

Competitive Summary

Ice cream industry is a big cake, every one want to become part of it. We pick up some typical competitors and chose KFC for more detailed competitor analysis.

Direct Competitors

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Companies that provide ice cream products with similar shape are our direct competitors. Some of them like KFC launched ice cream with cone like morning glory. Although compared with these ice creams our products are of use and have more attractive appearance, they can take advantage of their lower costs in the producing process.

Indirect Competitors

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China has become the largest ice cream market since 2014 and consumed one-third ice cream in the world. In addition to increasing interest on leisure food, the growing retail infrastructure and the capability of storing frozen food are also the main reasons that stimulate china’s ice cream consumption. Some of them stand out for cheap price and others are imported brands that are more attractive. These companies are our indirect competitors.

Competitive advantages

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Different from traditional ice cream cone, our ice cleam stands out for creative appearance and various flavors. We add delicious saucer to the traditional cone which can catch all the drips for melted ice cream. Customers can choose different flavors for saucer and pick addition like cereal, fresh fruit, chocolate and yoghourt. Apart from ice cream amateurs, if you prefer to DIY distinctive ice cream you want at home, our products can also