The Research On The Development Strategy Of Ajisen (China) Holding Co.,LTD

Ajisen China opened its first restaurant in Shenzhen in 1996 and expanded to the point it now has over 600 restaurants in China's mainland and Hong Kong managed directly from its Head Office in Shanghai. Ajisen has the benefit of scale and after almost 20 years of operation have robust operations management which give it a core competitiveness to deal with the headwinds facing the industry.Standards are constantly being raised with the influx of well-known international restaurant chains as well as the emergence of other strong domestic competitors. This presents a challenge to Ajisen traditional way of thinking, business philosophy, service quality standards, culture, and the quality of employees' requirements and so on. Meantime, we see the rapid development of technology, consumers' living standards and tastes getting higher, expenses soaring as the cost of rent and labor cost increase, internet and O2 O and other new models of doing business continuing to intensify competition in China's restaurant industry.Therefore, the external environment dictates that the company needs to develop a long-term overall strategy to further accelerate the development of the company, particularly in building new revenue streams while continuing to strengthen its competitive advantage in its core business.Our research will analyze the external macro environment the company is facing using PEST analysis methods. By using the Michael Porter competitive strategic theory, we analyzed the competitors of winding pipe, internal resource and ability, current situation and the development trends of the industry via Porter Five-force Model, value chain and the SWOT analysis. The research concludes that there is comparatively sufficient space for market development even though the competition becomes much fiercer.According to the developing strategy and combining the real situation of the company business, it identified four critical strategic objectives underpinned by numerous strategic initiatives as follows: accelerate the development in domestic market; international expansion; focus on the core competitive ability; develop the ability of employees.By executing these measures effectively, the company can construct a high-quality staff team and improve the ability of service and research on the products which are linking up to the market. Besides, we positively construct the corporate culture and form the united value system among the colleagues to make the team more harmonious, stable and efficient. Insured by these safeguard measures, the developing strategies can be implemented successfully to catch more developing opportunity, establish a leadership position and creative the sustainable competitive advantage in the industry.