This document provides information about an assessment for a marketing and finance course. It outlines the structure and requirements for a 2500 word individual business report that is due on May 5, 2017. The report must include an executive summary, introduction, product description, pricing strategies, promotion strategies, distribution strategies, and marketing environment analysis with a bibliography. It also requires a current financial requirements section and financial forecast. Guidelines are provided for each section of the report.

1. Week 12
Final Assessment:
Preparing for Your Report
Language of Marketing and Finance
Assessment 2 (70%):
Written Report
What is it?
A written report of 2500 words
An individual Business plan, based on your group presentation
An individual mark will be awarded for this artefact
When to submit it?
Friday 5 May 2017, before 12.00, submit online to Moodle; no
hard copies need to be submitted

2. Structure of the Business Report
Executive summary
Introduction (company name, logo, mission, management
team…)
Product description and rationales
Pricing strategies and rationales
Promotion strategies and rationales
Distribution strategies and rationales
Marketing environment analysis (a bibliography is expected
here)
Current financial requirements and financial forecast
Executive Summary and Introduction
Executive Summary - an overview of a business that you are

3. planning to start, why it will succeed, the potential rewards,
risks and the purpose of the report (what you want from the
reader).
Introduction – a more detailed explanation of:
The reason why you wrote this business plan and what you want
from the investor
The explanation of your company’s aims, mission and vision
The explanation of who you are, what your legal status is and
whether you have any patents and licenses to run your business
Brief introduction of who the members of the team are and
whether they have relevant experience/qualification
Marketing Strategy and Marketing Plan
Product description
Product
Target market (market segmentation)
Stage in the life cycle
Pricing strategies and rationale
Promotion strategies and rationale
Distribution strategies and rationale

4. Financial Requirements and Financial Forecast
How much money would you like to borrow? What is the
purpose?
Budget
realistic assessment of the costs associated with your project
how you are planning to spend the investors money
Cash flow forecast for the relevant period of time
Hello everyone my name is Robert, they are my partner Tim and
Derrick
Today we well analysis the Yong He Soybean Milk restaurant,
and this presentation have 7 aspects: brand, marketing
environment analysis, products, price, target customers strategy
and a conclusion. OK before all my words I have a small
research, Who knows the Yong He restaurant? Please put up

5. your hands. Ok thank you somebody knows this brad. (you well
know it for my introduce) This restaurant comes from Tai Wan
province of China. It made by double old soldiers in about 1950
years. The slogan of it is quality, faithful, innovate and
development. And it is also a popular brand in all over the
world such like UK，America, Canada and so on with about 500
branches. So it is a big company.
Marketing environment is a vital aspect of a product. There are
about 90% branches of Yong He Soybean Milk Restaurant in
China market. So there is a strong connection with the
restaurant development and China economy. Look this picture,
China GDP per capita has a crazy increase from 1990 years to
the last years. So the restaurant have much profit with China
economy developed. During these years the political
environment is peaceful and stable in all over the world. most
of countries heave many policy which encourage retail to
developed. Such like UK government reduce the revenue and
loan so much money for retailers. The restaurant catch the great
chance and the gold time to develop and success. It also many
branches in London.
And then I want to analyze some products of the brand. Maybe
it would let you hungry.
If some audience not eat breakfast. First I will analyze the star
product soybean milk.(展示实物)Soybean milk is the most
important product. Yong he soybean is different with other
general soybean milk. In order to better satisfy the consumers,
the restaurant add a lot of food basis on soybean such like
peanut, ormosia, wolanut, Black soya bean, then during many
complex progress. A cup of delicious and healthy soybean
would be made. (提问) This product been divided 2 kinds. One is
the freshly cooked soybean milk. Customers can choose cold or
hot drink as they like. Another powdery soybean milk,
（展示实物）it quite similar to instant coffee. You can make it by
yourself at home. First, put it into a cup and add some hot
water , Wait about 5 minutes you can enjoy your own drink.
There are varied kinds of foods in the restaurant. Such as

6. noodle, rice and another delicious food to rich consumers
dining-table. Sorry I can’t analyze detail of any products with
the less time.
Finally summary my opinion the restaurant success with: long
history , good marketing environment and delicious and healthy
food.
Next, please invite my friend Tim to introduce other context.
Thank you!
YONG HE Soybean Milk Restaurant
Robert
Tim
Derrick
1
content
brand
marketing environment analysis
products
price
target customers

7. strategy
conclusion
INTRODUCTION OF YONG HE RESTAURANT
Chinese food
Originate from Tai Wan 1950
quality faithful innovate development
Popular restaurant in over the world
More than 500 branches
3
Marketing Environment
Economy environment
Political environment
Product
peanut
soybean
ormosia

8. wolanut
Black soya bean
Another delicious foods
6
Summary
long history
good marketing environment
delicious and healthy food.
Price
1
Low price
2
High nutrition
8

9. Price of meals
Product Normal meal Chinese meal British meal Plus
meal 3.5 4.5 4 5.5
Yonho Reataurant's Product
Price/£
Price is Yon Ho's superiority in the breakfast even food industry
market. According to the market research, the low price can be
accpted by most people.
In a media program named the A Bite of China has mentioned
this brand. It shows how popluar it is in China.
9
Target customers
Everyone
- whatever children or elders
Especially for
- wokers
- students
- business man
Anyone who needs to get up early or wants to have a quick

10. breakfast
10
The average time that everyone use in breakfast is 25 miniutes
which not include the waiting time. But in Yon Ho, you will
only use less than 15 minutes to have your breakfast. And this
time includes the waiting time!
11
01
Anywhere busy :
commercial road / gunwharf
02
Schools or office buildings
03
Parks or squares
Places
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Busy places

11. 13
strategies
1
2
3
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package
advertisement
Promotion
content
Find a star spokesperson for the product
1
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advertisement
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2
In the UK food program advertising
2
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Advertise on British Food Journal
3

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package
Environmentally friendly materials
Simple and clear style
Colorful packaging pattern
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3
2
4
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Promotion
Share the dishes to social software,such as,facebook, WeChat,
get discount opportunities

14. Establish the integral system
Get points to gift
Create a variety of discount packages
Buy one get one every weekend
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conclusion
1:Yon Ho business philosophy is: quality, integrity, innovation
and growth
2:From 1985, "Yon Ho" registered trademark, "forever friends,
happy family" has become the company's most important
corporate culture, Yon Ho is also a principle of sustainable
development services.
3:"Yon Ho" experience shows that: Chinese fast food should be
"based on me, fusion refining, self-contained", standardization
and flexibility in order to truly reflect the characteristics of
Chinese fast food.
question
end