Tianfu Mushroom——marketing Analysis

The thesis is consisted of two parts: the case and the case analysis. The case makes a brief introduction to the establishment and the development of the Tianfu Mushroom Restaurant. At the beginning, Tianfu Mushroom Restaurant spent a hard time, with the help of the advertisements and over-propaganda the Mushroom Restaurant is in a fashion. But the hot competition and the shrunk market made Tianfu Mushroom Restaurant in a dilemma. Through the interal modification such as improving the products and bettering the services, the Tianfu Mushroom Restaurant gradually built up its own reputation and jumped ahead as a leader. Then, the Tianfu Mushroom Restaurant applied with the chain-management pattern, extended at low cost, opened the East- Chinese market and developed successfully. The case analysis is to make a whole analysis through applying with the marketing management theory, analyzing marketing opportunities, selecting market targets, developing differentiating integrated strategies, designing 7P, to provide a systematic and scientific marketing management guidance.