Lanzhou Lamin Marketing Plan for US Marekt.docx

Lanzhou Lamin Marketing Plan for US Marekt.docx

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LanzhouLaminMarketingPlanforUSMarekt

LanzhouLamianintheU.SMarket

CountryName:

TheU.S

ProductName:

LanzhouLamian（noodles）

SectionNo.:

2012IMBA

ExecutiveSummary–UnderstandingtheCulture

TheUnitedStates’cultureisamixedsocietyofallraces,ethnicities,andsubcultures.Itistheworld’s3rdlargestinbothsizeandpopulation.Therefore,theU.S.isaculturewithabundantneedsandwants.Foodisoneofthoseneeds.StartingLanzhouLamianinSanFrancisco,CaliforniamusttakeintoconsiderationdifferentculturalaspectsofAmerica.ThefollowingreportgivesdetailedinformationaboutvariousaspectsofAmericanculture.However,themajorareasoffocusarethereligious,dietary,andrecreationalsectionsofthereport.

ReligionintheUnitedStatesisatrickytopic.AlthoughamajorityofAmericansarereligioustheydonotliketohaveotherreligionsimposedonthem.Also,morethan16%ofAmericanshavenoreligiousbelief.Therefore,whendealingwithrestaurantsintheU.S.itisbestnottousereligionasamarketingstrategy.Inaddition,LanzhouLamianisaMuslimfranchise.Since9/11,thereissomeresentmenttowardsMuslimsandpeopleofMiddleEastethnicity.ThisiscriticalasLanzhouLamianwillnotbeabletoprideitselfinbeingMuslimorientatedifitwantstoincludeallpeopleresidingintheU.S.

DietandnutritionintheUnitedStatesisanotherimportantaspectintherestaurantindustry.Americanshavefollowedanon-carbohydratefadwhichhasledtoadecreaseintheconsumptionofprocessedgrains.Restaurantsarecateringtothisneedbyofferingwholewheatoptionsforgrainproductssuchasrice,pasta,andbreads.ThismeansthatLanzhouLamianwillalsohavetoofferdifferentoptionsforalldietaryneeds.Also,Americanslikeallkindsofmeats,especiallychicken,beef,andpork.Somealsoprefervegetarianorvegandishes.Americansprefertoeathealthyfoodswhentheyeatout.ThisincludescookingwithlessoilandeatingfoodswithoutMSG.ThismeansLanzhouLamianwillneedtoexpanditsmeatselectionandalteritscookingmethods.

Americanslovethediningoutexperiences.Restaurantsalreadyprovidepatronswithfoodcookedatthetables,lineswherepatronscancustomorderwhattheywant,sushichefscutfishinfrontofspectatorseyes,andmuchmore.However,restaurantsthatinstantlymaketheirownnoodlesareveryfewintheU.S.Watchingacheftossandtwistdoughorrapidlyslicenoodlesdirectlyintoapotisaspectacletosee.Thisisauniqueperformancethatshouldbeamainmarketingstrategytobringinpatrons.Families,children,couples,andgrandparentswillallenjoythefun,exciting,andhighenergyatmosphere.

ThesearethemainculturalconcernswhenopeningLanzhouLamianintheUnitedStates.However,withitsmulticulturalmix,Americanslovetastesfromallaroundtheworld,thatis,aslongasitiscateredtotheirtastes.Americanshavemanydifferentpreferencestotastesuchasspicy,mild,sweet,andsour.AsianrestaurantshaveprovenverysuccessfulinAmerica,especiallyincities.LanzhouLamian’ssuccesswillcomefromprovidingAmericansmanyoptionsofflavorsandtastestoaccommodateeveryoneaswellasprovidinganenergeticandentertainingenvironmentforalltoenjoy.

ExecutiveSummary–UnderstandingtheEconomy

TheUnitedStatesofAmericahasthelargestnationalEconomy.ItsnationalGDPin2011wasestimatedover$15trillion,whichcontributestoaquarteroftheglobalGDP.ItsGDPatpurchasingpowerparityisalsothelargestintheworldatabout1/5ofthenationalpurchasingpowerparity.TheUSAalsohasaveryhigheconomyoutput,tocontributeaGDPpercapitarecordat$48,147,makingtheUSA7thhighestintheworldinGDPpercapita.ItsmajortradingpartnersconsistofCanada,ChinaandMexico.

MorethanhalfoftheglobalcurrencyreserveshavebeeninvestedinUSdollars.Itisthemosteconomicallyinfluentialcountryworldwide.Morethan$2.4trillionhasbeeninvestedintotheUSfromforeignmarkets,whichisdoublethatofanyothercountry.Ithasalsoinvestedmorethan$3.3trillioninforeigncountries.

Someusefulfigures:

•Population:

313,847,465

•Growthrates:

0.899%

•15-64years:

66.8%（male104,411,352/female104,808,064）

•Urbanpopulation:

82%oftotalpopulation

•GDP:

$15.04trillion

•Rateofgrowth:

1.5%

•GDP（percapita）:

$48,147

ExecutiveSummary-understandingtheMarketandCompetition

LanzhouLamianisaMuslimnoodlerestaurantfranchisethroughoutthePeople’sRepublicofChina.Therestaurantspecializesinmakinghandmadenoodlesbytwistingandpullingorrapidlycuttingthicknoodlesstraightintoaboilingpot,techniqueswhichareuniquetotheirculture.Restaurantsalsoprovideothermenuoptionssuchasricedishesandothervegetableandmeatdishesofallflavorsandvarieties.LanzhouLamianplanstoexportthenoveltyofhavingnoodlesmadeinfrontofone’seyestotheUnitedStates,startinginSanFrancisco,California.Althoughtherearenoodlerestaurants/famousbrandsintheU.S.,theinteractiveenvironmentbetweenchefsandrestaurantpatronsisalmostnon-existent.SpecializinginmakingauthenticChinesenoodlesrightinfrontofthecustomer’seyesisaspectacularandmagicshow.Families,couplesandgrandparentswouldalllovetheexcitementfoundinaLanzhouLamianrestaurant.Withourtailor-madeproductadvantages,advertising,promotion,andpricingstrategiesforU.S.Amarket（California）,we’llsuccessfullyrunourcompanyandourproducts,service,etc.inconformitywithU.S.Aregulationsorlaws.

ExecutiveSummary–UnderstandingTheMarketingPlan

MajorPoints:

•Establish1stLanzhouLamian（stretchednoodles）RestaurantinSiliconValley;

•SpecializeinhandmadetraditionalNorthwestChinaflavorfood;

•Exportthenoveltyofhavingfoodsmadeinfrontofcustomer’seyestotheU.S.

•TraditionalChinesestylediningenvironmentintherestaurant;

•ModernChinaelementsdisplayviamulti-mediadevices;

•TargetatmiddleandupperclassconsumersthatareinterestedinChineseculture;

•Cost-efficientregionalmediaandsocialmediapromotions;

•Tailor-madesalespromotionstrategyfordifferenttargetcustomers;

•Localsupplier,localpurchaseofallingredients;

•Aboveaveragelevelpricingstrategy;

•Firstyeartarget:

balanceofpayments

•Infiveyears:

20chainrestaurantsinCaliforniaandNewYorkStates

A.UnderstandingtheU.S.Culture

I.Introduction–LanzhouLamianintheUnitedStates

LanzhouLamianisaMuslimnoodlerestaurantfranchisethroughoutthePeople’sRepublicofChina.Therestaurantspecializesinmakinghandmadenoodlesbytwistingandpullingorrapidlycuttingthicknoodlesstraightintoaboilingpot,techniqueswhichareuniquetotheirculture.Restaurantsalsoprovideothermenuoptionssuchasricedishesandothervegetableandmeatdishesofallflavorsandvarieties.LanzhouLamianplanstoexportthenoveltyofhavingnoodlesmadeinfrontofone’seyestotheUnitedStates,startinginSanFrancisco,California.AlthoughtherearenoodlerestaurantsintheU.S.,theinteractiveenvironmentbetweenchefsandrestaurantpatronsisalmostnon-existent.SpecializinginmakingauthenticChinesenoodlesrightinfrontofthecustomer’seyesisaspectacularshow.Families,couplesandgrandparentswouldalllovetheexcitementfoundinaLanzhouLamianrestaurant.

II.Country’sRelevantHistory

Recently,theUnitedStatesofAmericahasbeensufferinganeconomiccrisiswhichhasleftmanywithdecreasedsalariesorunemployment.TheU.S.hasalsobeenundergoingawarintheMiddleEastagainstterrorismandcountrieswherethepopulationispredominantlyMuslim.AnotherkeyissuecurrentlyoccurringintheU.S.isobesity.Meanwhile,AmericaiscurrentlyledbyitsfirstAfrican-Americanpresident,BarackObama.InNovember2012,Americawillalsochooseitsnextpresident,whichcouldleadtodrasticchangesintheU.S.government.

ThesearerelevanttoLanzhouLamianstartingafranchiseintheU.S.intherestaurantindustry.First,Americanswithlowerincomeswouldbelookingforqualitycheapmeals,whichLanzhouLamianprovides.Second,anti-MuslimAmericansmighthaveanissuewithLanzhouLamian’sMuslim-orientatedrestaurants,bothindecorationandingredientselectionandpreparation.Religionwillnotbethebestmarketingfocusfortherestaurant.Rather,afocusonChinesecultureshouldbeused.Inaddition,obesityisamajorconcernandischangingthedietandnutritionofadultsaswellaschildren.Lastly,withthechanginggovernment,LanzhouLamianmusttakeintoconsiderationnewrestaurantlawsandhealthcoderegulationsaswellaschangesinimport/exportlawssetbytheUnitedStates.

III.GeographicalSetting

A．Location

TheUnitedStates'geographicalsettingisimmense.Itisthe3rdlargestcountrybothinlandsize（behindRussiaandCanada）aswellpopulation（ChinaandIndia）.Itiscomposedof50statesanditscapital,Washington,D.C.The48contiguousstatesarelocatedbetweenthePacificOceanonthewesternborderandtheAtlanticOceanontheeastern.Fromeasttowest,theU.S.covers4differenttimezones.ThenorthernborderconnectstoCanadaandtoMexicointhesouthwest.AlaskaandHawaiiareapartoftheU.S.althoughtheyarenotdirectlyconnected.TheU.S.alsohascontroloversometerritoriessuchasPuertoRico,justsouthoftheFloridacoast.（SeeAppendixI.III）

B.Climate

TheclimateintheUnitedStatesdependsonthepartofthecountryinwhichonelives.Inthesouthernpartsofthecountry,itisveryhotwithbothhumidanddryareas.Inthenorthernregions,temperaturescanbeverycold.Still,mostoftheUnitedStatesse