Premium Essay

Popcorn in Hk

In: Business and Management

Submitted By SEVENY
Words 4996
Pages 20
1.0 Executive Summary
We are preparing to open a popcorn specialty shop in Hong Kong, the Pop Popcorn Shop. Hong Kong is a famous international tourism city and it successfully received more than 42 million tourists in the past year. Hong Kong has its unique culture and the Hong Kong film culture is one of the most remarkable one. Therefore, our Pop Popcorn Shop will closely integrated with the Hong Kong film culture, and create a well-known local brand image, which can attractive to local residents who like to eat popcorn or like to see movies, and the tourists who interest in the Hong Kong culture or movies.
We can effectively compete with other popcorn store because we offer a high quality, various tasty flavors, as well as healthy popcorn with value price to consumers. More importantly, we provide customize service, which customers can make their own flavor popcorn and even the packages according to their preference. The particular customize service as well as the film culture brand image is our two brightest spots, which can make us distinguish with other competitors and become our distinct competencies.
The marketing objective in the first year is to build up our brand awareness through our various marketing communication methods and we will continue to focus on increasing our brand equity in the next two years.
The primary financial objectives are to achieve first-year sales revenue of HKD1,580,000 (USD 203,820) and reach profitability. The revenue will be expected to increase by 12% in the second year and 15% in the third year.
2.0 Service Description
Popcorn is a popular snack food at sporting events and in cinemas, where it has been served since 1914. Hong Kong, a dynamic Asian metropolis that attracts numerous tourists and businessmen, global or Asian, every year, has been deeply influenced by the western movie culture and gradually developed it...

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