Research On Marketing Strategy Of Modern Catering Enterprise

With the rapid development of China's economy,the level of people's consumption and demand are also increasing.Therefore the market of Chinese food and beverage attracted the entry of many foreign cultures and products,also including Indonesian food.The rich and its unique flavor make Indonesian food product and restaurant have a good development in China's market.Conducting studies about the marketing strategy of Indonesian food in China has its own practical significances.Bumbu Catering Management Co.,Ltd.is a company that provides Indonesian authentic flavor food catering services.The rapid economic development of Shanghai has increasing need for food consumption of Shanghai consumers,which make the competition of the catering industries in Shanghai getting fierce.Bumbu Restaurant has some weakness and disadvantages in its business operation system,such as the management system are too simple and advertisements expenses are too high,etc.All of those have become the key factors to holding back the existence and development of Bumbu.Therefore,Bumbu must take the advantage from scientific management methods and modern marketing approaches in order to improving itself and stand out from others,so that Bumbu could become more competitive in the Chinese catering industry market.First,the paper will analyze the basic of Bumbu Company's situation and structure.Then the paper will also do some research about the actual market situation,the development trend,the market competition and the catering consumer's characteristics behavior of the catering industry in Shanghai.Then the paper will analyze the advantages and disadvantages of Bumbu Restaurant,as well as its opportunity and thread in detail by using SWOT analyze model.And then the paper will also do a market research,such like analyzes the market environment of Shanghai's food and beverages industry,and the current situation of the South East Asian food and beverages industry in Shanghai;Then through the situation analysis of Bumbu restaurant business situation,combining with Bumbu's self-market positioning,consumer market research's questionnaire is designed.The questionnaire will includes four main parts.There are:consumer's basic information survey,consumer behavior and demand,Bumbu restaurant 4P survey,and consumer satisfaction survey of Bumbu restaurant.All of the questionnaires are completed in the form of field surveys in the Bumbu restaurant.The data processing and analysis is using EXCEL software and some quantitative and qualitative analysis methods.First,the paper will analyzes the consumer spending of the Bumbu restaurant consumers,and then analyzes the Bumbu's marketing strategy in terms of 7Ps.Finally identify the problems that found in the analysis,and then providing the best marketing strategy for Bumbu restaurant.In order to give a better service to the group target and enhance their satisfaction to the company,this paper will do a series of practical marketing strategies on the basis of modern marketing theories.The strategies including product strategy,distribution strategy,service strategy,price strategy,promotion strategy,internal marketing strategy and brand marketing strategy and apply them to practice.The theories and researches mentioned above can give a lot of contribution to Bumbu marketing campaign in the other hand also through the marketing concept could show us the implications and reference for catering industry.At the same time it could help other Indonesian catering company in their development in Chinese market.