Research On The Core Competence Of AS Restaurant Group

Under the background of economic globalization, theorists and entrepreneurs have been continuouslyexploring and practicing a hot issue，that is，it is possible for enterprises how to gain competitive advantageand achieve sustainable development. This paper holds that it is the enterprise’s core competitiveness ofenterprises that is the root reason for obtaining the competitive advantage and achieving the sustainabledevelopment. In order to win in the fierce market competition, therefore, the enterprises must correctlyunderstand themselves first, and study how to get its own unique core competitiveness. China, having agood reputation for her inviting food in the world, in the catering industry in recent years has kept a lastingand growing tendency of development. However, for lack of lasting core products, creation, culturalconnotation and poor management and so on, most of our catering industry generally does not have its owncore competitiveness. They are opened like a raging fire, but many end up in failure quickly like thebroad-leaved epiphyllum. What’s more, they usually operate the same products of equal quality, whichleads to violent price war, and some of them are small scale business. These factors become the dilemmathe food industry can not get rid of.With some well-known foreign brands introduced into the domesticmarket, China ’s own catering industry competition becomes more and more violent, and their living spacehas become increasingly smaller. So it permits no delay to build the core competitiveness. To our joy,however.with many catering enterprises stepping forward hard, AS catering group’s creative operation in thelast few years presents us a fresh and new appearance and makes the high gross profits, which inSanmenxia becomes a wonderful work and the envy of its peers. Its succes, in addition to accuratelylearning about the consumer market, mainly lies in the unique core competitiveness----enjoying thecombination of both regional culture (Guoguo culture, painted pottery culture and Lao tze moral culture)and food culture. But it has some drawbacks.Its inability in marketing,the shortage of corporate culture aswell as weak brand awareness are standing in the way to gain competitive advantage and achievesustainable development in the future. This paper hopes that through the research into the core competenceof AS food group, we can give some help to AS restaurant group’s core competitive construction andpromotion, and at the same time give some inspiration to some small and medium-sized cateringenterprises to develop their own core competitiveness so that they are able to sustainably and safely surviveand develop in the fierce competition. This paper uses the method of case analysis. First of all, generallyreview the theory of enterprise core competitiveness, Then, use PEST to analyze AS restaurant groupmacro environment, six force cooperation model to AS catering group industry environment and theapplication of SWOT tools for AS restaurant group internal strengths and weaknesses. Next, based on theanalysis of the key factors of AS restaurant group’s core competitiveness, build the index system of AScatering group’s core competitiveness, and then use the method of questionnaire survey to evaluate AS catering group core competition ability on the whole, concluding that the problem is that AS restaurantgroup’s core competence remains to be improved. Finally, this paper puts forward the strategies for ASrestaurant group core competitiveness construction and promotion. The main innovation points of the paper:First, analyze the key influencing factors of the food and beverage industry core competence; Second, buildthe evaluation index system of AS catering group’s core competitiveness. Each coin has two sides. In thispaper, of course, there are also some shortcomings. To begin with, the indicator-building of the evaluationsystem of core competitiveness doesn’t have enough scientific bases. Secondly, the sample selection in theAS restaurant group’s core competence questionnaire covers a small range, which causes a limitedeffectiveness of investigation.