Research On Development Strategy Of In Hunan Ice And Fire Catering Management Company Limited

With China’s rapid economic development, China’s catering industrydevelopment is continuous high-speed growth for years. But, in the new competitionenvironment, China’s catering industry encountered bottleneck. As one of thedomestic high-end catering enterprises, Hunan Ice and Fire Catering ManagementCompany cannot shy away from the development question.This paper comprehensively use kinds of strategic analysis method and theory toanalyze and study the development strategy of Hunan Ice and Fire CateringManagement Company. In the analysis of external environment, it found thatconsumption policy decreased high-end food market size. And catering managementcosts still rises. But there are some good news that the local restaurant industryshowed a good trend, such as holiday meal hot. In the analysis of internalenvironment, it found that Hunan Ice and Fire Catering Management Company has along history and strong management ability. Organizational structure and foodinnovation is sound. However, the current of Hunan Ice and Fire CateringManagement Company is lower profits. Its market marketing ability is weak and thepercentage of basic staff turnover is too high. On the basis of inner and outerenvironment, it confirmed the prevalence of enterprise mission and goals, made clearits market position, chose all levels of strategies. Hunan Ice and Fire CateringManagement Company should implement the strategy of stable in the near future andput attention on the transition of enterprise and the enterprise internal managementability to ascend. After the success of the transition, it should take positive growthstrategy, expand to other provinces by gradually, and building differentiationadvantage in brands and services. At last it put forward the steps of strategyimplementation，the specific content and security measures.This paper made a more thorough analysis to the food industry in the theory ofstrategic management, and focused on Hunan Ice and Fire Catering ManagementCompany’s development strategy. It is not only enriching the theory of local cateringenterprises case, but also have a certain reference value to the development of localcatering enterprises.