| With extensive and profound dietetic culture and market foundation, the food and beverage enterprises of China have become the most active and competitive trade in China and with the development of Chinese history and social changes, the food and beverage trade is in a rise-and-fall situation with thousands upon thousands of food and beverage enterprises closing and new birthing every day. What is the most fatal reason that leads to the failure of the food and beverage enterprises? The common answer is "pestilence" and "war", while the answer that this essay provides is "strategy "! Without strategy, enterprises do not have direction and goal; There are no pressure and motive force, which leads to be easy " to die " and causes the low level of the management in food and beverage enterprises to a great extent as the well as operation in a depressive situation. Introducing strategic management is one of the most important works to promote food and beverage enterprises competitiveness in an all-round way, and strengthen trade at a high speed. Through an analysis and understanding of the whole trade situation, we can make the business strategy aiming at the questions that enterprises confront, and then regulate, and implement the strategy in practice. After foreword, this thesis recommends the developing evolution of TANYOTO group company in part two. Undoubtly among of new-born generations of the food and beverage trade, a new force suddenly coming to the fore and historical achievement of TANYOTO is undoubtedly a miracle. Starting an undertaking in 1996, after eight years of development, TANYOTO has made a high stride with more than 100 chain stores in the world; Its assets have reached 200 million yuan, and its incomes have been up to about 500 million yuan. The chain management mode of TANYOTO in the world met its own operating mechanism of development and broke its traditional food and beverage enterprise operating idea of regionalism, and have made it become a famous brand; It will Pronove its continuous development in the future. In part three, the thesis summarizes the experience and lessons in the deuelopment of TANYOTO group company' After its going out of Sichuan, TANYOTO covers the whole country with more than 92% of the big cities rapidly in a few years, and takes a leading role innumerous domestic food and beverage enterprises and gropes out a way of chain operation which is firstly carried out in the markets of Taiwan and Hong Kong. The navigation in the trade person finds out a set of effectual experience in growing up and makes some lessons at the same time. In part four, the thesis carrys on domestic and foreign environmental analysis to TANYOTO group company. As a totally competitive trade, food and beverage trade is being confronted by a concerned issue that how it can hold its food and grows up among numerous enterprises today. Applying Andrews SWOT's analysis theory and Potter's "five factor model" analysis theory to analyze the domestic and foreign environment of the food and beverage enterprise is the foundation of making company's strategy. In part five, the thesis discusses TANYOTO group company's development strategy. This part combines with the several analysis of chapter above, making TANYOTO group company's development strategy: TANYOTO enterprise aim: Offer extensive and profound Chinese table delicacies to mankind. TANYOTO business strategy mission: TANYOTO group Company will do its best to become the strongest in the global food and beverage trades and fastest-rising Chinese traditional style group food and beverage enterprise mainly in HUOGUO operation. It will be constant to offer thedelicious food and the most appropriate service of green, health, environmental protection to customer, earn proper profit for shareholder, supplier and staff, make great efforts to build sincere, friendly, happy environment in the every place in TANYOTO. TANYOTO strategic objective: According to the reality of the food and beverage enterprise, making the medium-term objectives of 5 years... |
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