Card vending machines

BY GROUP 9

王欢、吴文华、李嘉敏黄伟鹏、叶伟健

一、 Project Profile

The project is to bound card and vending machines to provide foods for students in the ten universities of the higher education mega center . Students only need to carry their cards and can be easily to buy food, beverages and other goods 24 hours a day

Purpose: convenient, fast and Services Objective: make a formation of a group of 10

colleges within the teaching area and dormitory area for network distribution of available card consumption of vending machines.

二、 Assessment of the business environment (marketing research)

Market analysis

Competitive analysis

Market analysis （ The external environment ）

Culture ： As a result of our market target are all the teachers and students in the higher education mega center, all of them have an awareness of the vending machine, higher education and higher culture level make them easier to accept the new things. Especially for most of college students, they must be interest in the vending machine with their mind to pursuit novel and convenience.

Market analysis （ The external environment ）

Economy: The income of consumers would be the main effect factor. According to a survey, college students spend about 600 yuan to 800 yuan per month, showing that the college students' consumption level is pretty high and their demand for daily necessities, especially for food, takes a large proportion.

Market analysis （ The external environment ）

Population:

The main composition of the university city is colleague students and the population structure is quite simple, so the selling target can mainly be the students.

Market analysis （ Internal environment ）

Present competitors:

Convenience stores, small shops and large supermarket are strong competitor, because they have more types of goods with quality, which makes the consumers get used to consuming there.

Market analysis （ Internal environment ）

Potential competitors:

When we began our operation pattern, it will be easy to cause the attention of other forces and may cause imitation and competition.

Market analysis （ Internal environment ） Chance and environment:

Some small business would focus on the areas that is ignored by large enterprises, and it is these areas that make us interested and find the commercial opportunity. Since there is no shop near the teaching buildings, the vending machines would be a big convenience for teachers and students. What is more, if there are vending machines in the dormitories, students can buy breakfasts and snacks on their floor rather than get downstairs.

Competitive analysis: (Competitors)

Competitors

Our competitors are traditional merchandisers, but they are all in living quarters, which is far from the teaching quarters, where the consumers' demand can not be satisfied.

Competitive analysis: (Technological superiority)

Binding the student's card and vending machines is an innovation of business model, innovation. Nowadays people tend to use cards instead of cash, because it is more convenient.

Competitive analysis: (Strategy)

Vending machine and card service is our advantage. Through the vending machine, the students can truly feel the convenience with only one card in hands.

三、 Marketing plan

Product characteristics

Convenience: Our company will bond the school card with the vending

machine; our service will be in wide coverage in the teaching area.

Quality: cooperated with some major brands, (such as Coca-

cola); check the machines regularly. Product strategy adjustment: change our varieties of food according to the sale

situation and the seasons

Pricing

Target pricing The same as the super markets in our school set, or eve

n cheap 10%. Price adjustment: we will have some discount in some special holiday. （

on the Girl’s Day, all the girls use our machine will have 20 percent discount off. ）

In addition ： if a person uses anyone machine to buy food over 50 yu

an in one time, the rest that he/she buys will also have a discount.

Place

Initial Phase (the first half year) ： South China Normal University

Development Phase (the first two years) ： In the higher education mega center.

The product comes to its market maturity at the end of the second year.

Promotion

Advertising ： handbills on the sidewalks ， and design the Fashionabl

e posters and banners on the sidewalks personal selling: agents in each school sales promotion: find cooperation and hold promotional activities promotional activities : Cooperate with the media and some businesses