Study On The Business Strategy Of Tianjin Go Believe Fast Food Chain

The thesis addresses marketing strategies for Go Believe fast food chain. First, with the combination of qualitative analysis, quantitative analysis, comparative analysis and questionnaire survey, the Thesis addresses the problems which possibly appear during the development. Meanwhile, it makes a comprehensive review of business strategic management. Second, it also analyzes the current trend of the industry both domestic and international markets. Based on the research, the paper finally finds out a reasonable strategic approach and related measures, which are fit for Go Believe. In chapter one, The thesis reviews the history of Go Believe, including some main problems which exist during the development. Meanwhile it briefly introduces the main contents and the methods of research.In chapter two, The thesis retrospect some strategic management theories, in order to analyze the present situation and the trend in the field. It expounds the relative methods and analyzes three common models, such as Regular Chain,Franchise Chain and Voluntary Chain. It also makes a comparative analysis in the marketplace.Chapter three includes the analysis of objective marketing questionnaire survey, Comparing the result with some famous international enterprises, The thesis reaches reasons that cause our small market share.In chapter four, the thesis analyzes the present situation of Go Believe, including the financial affairs, some key business processes and labor resources so as to find out the roots causes.Chapter five is about some strategies to be established and executed in Go Believe according to the facts mentioned during above chapters. Basing on thorough analysis and comprehension for the industry, we utilize Andrew's SWOT analysis theory and the Baud's"Porter's Five Forces Model"to establish the strategy, the strategic goal as well as the adjustment, controlling and implementation plan for the entire enterprise.