Study On Development Strategy Of A Restaurant Chain Group Company

Recently service industry has been playing an increasingly important role in the nationaleconomy. The food service industry is also an indispensable branch of service industry in ourcountry. In recent years, it has maintained a strong momentum of growth. With the development ofour national economy and the people’s rising material requirements, the demand for services hasreached a certain height. Meanwhile, he quality of service industry has attracted unprecedentedattention. Gradually people transferred their needs from materials to spiritual, and the governmenthas introduced various regulations and policies to promote the healthy and stable development ofChina’s service industry. Base on the analysis of the current situation of service industry, thestratigies for enhancing service quality and seizing the market opportunities became the key problemand it is one of the difficult problems that should be solved quickly.A Restaurant Chain Group Company is a high-end catering enterprise which provide Chinesefood. According to the current development situation, the high-end food chain industry is still in thegrowth stage due to the limited number of competitors and tremendous market potential. Because thecompetition intensity is lower than the industry average at present, the related companies couldrealize rapid expansion to occupy a larger market share. In this thesis, the author makes a detailedanalysis of the A Company’s external environment and internal conditions, then makes a summary ofthe above factors by using the SWOT analysis. Base on the above analysis, the author predicates thatthe company should develop the estimate part on supply chains except the project decision-makingand human resource management capacity. The whole enterprise has been basically shown a perfectmanagement and operation system both in the aspects of project construction and marketing. Butmany problems still exist in the human resource management, such as the scarcity of professionalsand the low overall quality of the existing staffs. At the same time, the core team of the companywhich can support the operation of enterprise has high adaptability to economic change and it needsto establish an effective revulsive mechanism. In the perspective of the enterprise’s managementability, overall ability is mainly embodied in the innovation ability and product quality control. In aword, many deficiencies still exist in the project decision-making problems.This thesis suggests that A Company should take the sustainable differentiation strategy as thecore strategy and execulte the vertical integration strategy and diversification strategy for the cooperative strategy at the same time. In brief, A Company has built a strong supportsystem for the effective implementation of the strategy, which includes the optimization of humanresource management, standardization, internal control system optimization and external support. Itis the only way to support the long-term stable development of A Company.