Study On The Development Strategy Of Inner Mongolia Little-Sheep Catering Chain Co.,Ltd

So far,with the deepening of market-oriented reform,people's living standard has been improved,great changes have taken place in China's economy,and the catering industry has developed rapidly.However,due to the homogeneity of food,the profit is less,and the competition among catering enterprises is increasingly fierce.Therefore,in order to reduce the cost and improve the income,more and more catering enterprises are developing towards franchising.Chain expansion is the most commonly used business model of enterprises,which originated in the United States and has been developing for more than 150 years.At present,chain operation has been widely used in many industries,such as catering,retail,etc.,and is developing towards internationalization.Chain restaurant is a development model of catering,which refers to the expansion of catering enterprises through chain operation and franchising.Chain catering is the inevitable outcome of the development of catering enterprises,but if the franchise model is not sound enough,it will have a negative impact on the brand reputation and long-term development.This paper mainly analyzes and studies the current situation and existing problems of Mongolia Little-Sheep Catering Chain Co.,Ltd.In the last half years,I have analyzed the general situation of the major domestic and foreign chain catering enterprises and the relevant literature on the current status of the chain catering mode and franchise mode.After carefully study and comparative analysis,combining with the catering industry for many years experience in the enterprise,the weak links existing in the current business model,and puts forward the feasible strategy.This study is divided into four parts,The first part introduces the research background and significance of the research,the research methods and theories,and the relevant theoretical basis and literature review,introducing the concept of franchising and related theories at home and abroad.The second part introduces the current managerial situation of Little Sheep Enterprise,and finds out the problems in operation and analyzes the main reasons.The third part,through the analysis of the external environment and internal environment of Little Sheep Enterprise,and the comparative analysis with competitors,identify the key elements of effective development,using the analysis tool of SWOT that beneficial to the development of Little Sheep Enterprise strategic combination.In the fourth part,the strategic goal and development strategy selection of Little Sheep Enterprise are established,and the optimization scheme design and implementation of the business model are further studied.Finally,the conclusion and expectation is made of the development strategy of Little Sheep Enterprise.