Oliver's Super Sandwiches

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- Economic

- Economic Growth

In 2013, Shanghai’s GDP totaled 2.160212 trillion yuan, up 7.7% over the previous year in terms of comparable prices (Shanghai Gov’t, 2014). Growth in economic is an evidence of showing the city itself has potential in market of consuming. Catering is one of the four most important industries in Shanghai and therefore GDP shows the catering consuming market is growing as well.

2.1.2.2 Employment

Shanghai’s employment and labor forces scale continued to expand. By the end of 2013, the city registered an unemployed population of 263,700 people, with an unemployment rate of 4.2%. Low unemployment rate shows that people in Shanghai have purchasing power that they are able to have meals outside.

In “Recruitment Program of Global Experts”, 442 people were qualified for the Shanghai-level selection. The city also offered vocational training for 596,700 people in 2013, including 295,200 migrant workers. By the end of the year, high-skilled workers accounted for about 28% of the city’s entire labor forces(Shanghai Gov’t, 2014). Oliver’s can easily find labour forces in every field such as managers, waiters and chefs.

- Social

- Population

At the end of 2013, the population of long-term residents in Shanghai reached 24.1515 million, including 14.2514 million permanent residents and 9.9001 million from other parts of the country. The sixth national census revealed that among the total, 8.6% of the city’s long-term residents were aged 0 to 14; 81.3% were aged 15 to 64; and 10.1% were aged 65 and above (Shanghai Gov’t, 2014). The statistics shows that the largest part of population is aged 15-64 that they possess the highest purchasing power compare to the other two groups.

- Expatriates

Shanghai has become one of the rendezvous of expatriates in China. According to the sixth national census, the number of expatriates living in Shanghai and registered in the census reached 208,300. Among them, foreigners, totaling 143,200 people, account for 68.7%, while the rest 31.3% are Hong Kong, Macau and Taiwan residents, totaling 65,100 people (Shanghai Gov’t, 2014). These group of expatriates are able to accept new things as their thoughts are not as traditional as the locals and they can help promote western food such as Oliver’s to their friends that affecting or bringing more and more locals to have meals in Oliver’s.

- Technological

- IT Infrastructure

Shanghai is speeding up in information technology infrastructure construction. By the end of 2013, the city had set up 700 macro base station and a distribution network of 300 indoor sites. That could cover a total downtown area of 190 square kilometers. The city’s number of Wireless LAN hotspots in public venues also reached 22,000. Internet Data Center (IDC) of all kinds owned a total of 34,000 server racks, an increase of 4000. Internet bandwidth reached 650 gigabits per second internationally and 3,500 gigabits per second domestically (Shanghai Gov’t, 2014). The data shows that message and data transmission in Shanghai is absolutely good with their perfect infrastructure. Oliver’s can order ingredients from foreign countries and do research with no obstacles.

- IT Application

Shanghai applies its information technology in the various social and economic sectors. In 2013, the city completed a total e-commerce transaction volume of 1.056 trillion yuan. Among the figure, B2B transactions accounted for 81.7% or 863.2 billion yuan, up 28.6%. B2C transaction accounted for 18.3%, or 192.8 billion yuan, up 74.5%. Meanwhile, 44,900 companies have joined port tax e-payment system. A total of 182.6236 million electronic bills have been transmitted throughout the year (Shanghai Gov’t, 2014). By these applications, Oliver’s can handle their payment easily and clearly how their money was used in electronic way. Those electronic data can be exported and send it to accountant department in headquarters easily.

- Internal capabilities

Internal capabilities of Oliver’s Super Sandwiches can be examined by the Marketing Assets model (Drummond et al. 2003)

- Image and reputation

Oliver's Super Sandwiches' slogan is "Fresh Attitude, Your Way!" It introduces the images of freshest choices catered exclusively for individual taste and preferences. The mission is to satisfy Oliver’s customers "in what they eat, in where they eat" as such that they would do it customers’ ways. The marketing proposition predicates on the image of being a fresh, personal, caring, friendly and stylish brand. Shanghai is treated as the most fashionable city just like Hong Kong, many innovative gadgets or high fashions can be found in Shanghai. The stylish image of Oliver’s matches the lifestyle of citizens of Shanghai.

- Country of origin

Oliver’s is originated from Hong Kong where city with high quality control and high food safety guidelines. Besides, ingredients of Oliver’s, such as vegetables and meat, are mostly imported from United Kingdom or USA, the quality of food is good and fresh.

- Corporate culture

The corporate culture always emphasize customer’s own attitude on eating, the brand is stylish, which can be seen from the decorations and design of every stores, in simple design and leisure style yet look professional.

- Market research of Shanghai

- Analysis

For QSR in Shanghai, the strong competitor chain stores include Mcdonald’s, KFC and Subway. However, Oliver’s provides better services and products compare to these three competitors. Oliver’s is providing healthy and fresh food within short waiting time. Mcdonlad’s and KFC are providing unhealthy junk food that many people are now tired of it, while Subway cannot count as a meal because consumers are not full enough with only a white bread with little toppings in it. Consumers’ in Shanghai do not have that much of choices of fast food restaurants as Hong Kong and that it provides a good chance for Oliver’s to enter the market which can provide them healthy food and the food are full enough for examples pasta and bake potatoes