A Study Of Market Positioning For Kunming Delicate Catering Servive Company

Catering service is a new branch of banquet catering. After more than a decade of development, it comes into vogue in the enterprise business activities, birthday parties, weddings, etc. As a new start-up company, Kunming Delicate Catering Service Company realizes that it has some problems when faces how to open more markets-excessive dependence on a few customers, incomplete knowledge of the Catering service market, inaccurate knowledge of customer demands. To avoid following other companies blindly and sinking into the homogeneous competition, it needs to proceed with the basic marketing strategy---Market Positioning urgently.This thesis started from a study of the catering service market environment by comparing and analyzing eight catering service companies in China, tries to learn from their advanced experience. After that, this thesis researches the catering service market of Kunming with the PEST model. In the stages of developing and implementing the market positioning, it follows the three steps of the diamond positioning map-"identify segments","choose target markets","fit the markets". Based on the investigation, study and evaluation of the market segmentations, Delicate Catering chooses the middle&high-end of the Western-style wedding market and the enterprises which emphasize on the service quality, food quality, and the reputation of catering service companies as the target markets. Then this thesis generates the "High Quality of Customized Catering service" positioning strategy. In the last parts of this thesis, it proposes the Product. Price, Communication and Service statics as below:using high quality ingredients for customized food, visual art and design according to the theme of banquet events, obtain profits through value added services, focus on customer relationship management and word-of-mouth marketing, the implementation of standardized service processes, etc. to ensure the implementation of market positioning.By the research of market positioning, Kunming Delicate Catering Service Company expects to become the company with both of standardization and individuation in Kunming Catering Service industry.