Development Strategy Of Chongqing Kong Liang Eels Hot Pot

With the rapid growth of national economy and the increase of national economic strength, the catering business has got considerable development in more than 20 years. As one of the special form of catering business, the chafing dish has become much more popular and lots of chafing dish caterers are honored to be the top 100 s in recent years.Although many chafing dish caterers operate well, we also find that a lot of chafing dish caterers fail to do well because they haven't done the objective and sufficient study about the catering market and themselves, nor have formulated the suitable management strategy. As the result, some of them develop much more slowly and others are bankrupt.Along with the improvement of the market-oriented economy and the coming of the rational consumption era, the competition between the catering business is more and more sharper. Whether to possess the overall strength or not will directly determine the company's future. Thus, it is very important to do the strategic study to raise the overall strength in the new economic circumstances.Till now, the domestic and international study about the strategic management for the chafing dish caterers is rare. How to face the challenge, how to enlarge the market portion, how to raise the influence on the brand of Kongliang further, and how to catch the new source of income are exactly the top tasks. This paper has six aspects to analyse the case.Chapter One, the important function in national economy of the catering business, the school of the chafing dish and the basic situation of it. It is explained that the purpose of developing strategically of the company and the realistic directive significance to develop strategically of the company. At last, the author expounds the basic train of thought, the writing thesis and logic structure, theory tool and research approach that the thesis used.Chapter Two, the introduction about the history, the development and the challenge of Chongqing Kongliang Chafing dish. The importance to study the strategy of the company is explained.Chapter Three, the strategy's study is divided into two levels. At first, the author analyses the macroscopical external environment condition of the company from four influence factors: political& law, economic, social culture and technology. Then the author analyses the environment of the catering trade: the basic condition of the Chinese catering trade, the current situation and characteristic of the chafing dish companies, and the trade situation of Sichuan Province and Chongqing City. And the author has studied five kinds of basic impact on competition state of company emphatically. The urgency and necessity of the strategic planning are proved again.Chapter Four is to analyse the inner environment about Chongqing Kongliang Chafing dish, including its tangible resources, intangible resources and capabilities, which will impact how to formulate the strategy of the company.Chapter Five is about Kongliang's strategy choice. Through SWOT, the strength and weakness, opportunity and threat are analyzed comparatively. It is a direction to choose the chain operation and relevant pluralism development strategy. Meanwhile, it is also essential to formulate the competition strategy lead by difference.Chapter Six is the development strategy implementation. Chongqing Kongliang Chafing dish have to develop chain, industry and group, and to protect and implement the brand at the same time; to explore new market, expand the occupation rate of market and improve the popularity; to establish and improve the modern management mechanisms and information management system (MIS), to enrich the contents of the brand; to exploit the serials of the product on the basis of the industrial advantages; to do the service marketing by training the employees with high-quality constantly. These are the keys to the strategy.To write this paper, it offers a kind of train of thought for Chongqing Kongliang Chafing dish. There are rationalized suggestions and concrete implementation tactics, which will contribute to the development of the company.