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 ...view middle of the document...
Benefiting from this significantly growing movie market and the saying that popcorn is always the best company in theaters, Hong Kong would be our ideal place that gives us incentive to locate our Pop Popcorn Shop in this prosperous city.
Specifically, our popcorn shop will be opened at Langham Place, one of the most popular shopping mall located in the very heart of Hong Kong, which has a magical gravitation that attracts numerous local residents and tourists. Moreover, with its world-class equipment, fascinating settings, and consensus images of fashion, the UA cinema at the 8th floor in Langham Place is the nearly the most popular movie theater that has not only the highest attendance rate but also the best box office in Hong Kong. Thus, the needs from the people who are going to a movie in UA cinema would be so huge that can be a large target market, waiting our popcorn specialty store to satisfy.
In addition, our specialty store, Pop Popcorn, not only aims to offer high-quality, various tasty flavors, as well as healthy popcorn with value price to consumers, but also provides customized service that customers can make their own flavors popcorn and even design their own popcorn packages, as well as customize their distinctive popcorn tins.
Moreover, nine regular flavors popcorn will be provided in Pop Popcorn -- sugar, buttery, caramel, cheese, chocolate, barbecue, rainbow, spicy, and mustard -- which is a wide range from classic flavor to popular special flavors. Additionally, two different packages, bags or tins, with five different sizes -- small, medium, large, 1 gallon, or 2 gallon -- would be offered to our customers to select.
Essentially, the most distinctive feature of Pop Popcorn will be the combination of popcorn and Hong Kong local movie culture. In our shop, everything is about film. From the in-store decoration, display of popcorn, our staff costume, to the packing of our popcorn are all designed based on the characteristics of Hong Kong local movies. Above all, customers can also design the packing of their popcorn with one of their favorite movies, which can be a wonderful souvenir from themselves, as well as a distinctive gift for their friends.
3.0 SWOT Analysis
1. Exclusive location -- Langham Place is one of the most famous shopping mall located in the very heart of Hong Kong. It has attracted numerous local residents and tourists. Specifically, the UA cinema at the 8th floor in Langham Place is the one of the most popular movie theater that has not only the highest attendance rate but also the best box office in Hong Kong.5 This exclusive location will provide an intense collection with our target customers.
2. Distinctive decorations and packaging design of our shop – In Pop Popcorn Shop, everything is relative to films. The film elements in our store will generate one the most significant points-of-difference compare to other popcorn stores.
3. Various tasty and even customized flavors of...