| China has a long history of food culture and a prosperous catering industry. With the rapid development of Chinese economy and great improvement of live level of Chinese people, the catering industry is experiencing unprecedented competition especially in fast food. The competition is tense. Chinese fast food companies are struggling to expand their turf while foreign fast food companies have already taken up their market share. In this thesis Ajsen (China) has chosen to be the theme, which is a very successful fast food company in China. This thesis is aim to tracing every step of its growth and dig out the very reason of its success.It first reviewed the growth history of the Ajisen (China) and raised the importance of the competitive strategy that this company has been taken to be successful. The strategy management then was explained briefly. Following the analyzing of the inner and outer environment the company, the strategies analyzing tool has been applying to this company's strategical orientation. We could discover the very reason for Ajisen to be the winner in the fast food industry. Research conclusion and suggestions were given at the end.This thesis was expected to provide some inspiration for Chinese fast food companies over strategical orientation. |
