Research On The Development Strategy Of Little Sheep Catering Group

Old saying goes "people regard food as their prime want",Chinese food culture can be described as a long history.As a country of the large catering market,China's catering industry has been showing a trend of prosperity.In recent years,with China's rapid economic development and continuous improvement of living standards,Food and beverage industry has good prospect.However,to face such high-quality market,China's catering business is at a standstill with the family and workshop-style.And China has few listed companies now.Compared Yum,McDonald's and other international food and beverage companies,Chinese companies either the scale or operational models are still a far cry with them.Why catering enterprises did not operate on large-scale?This kind of the problem was thought by peers in the long-term."Little Sheep" established in Inner Mongolia with the beautiful scenery of prairie.In ten years,Little Sheep has become the first brand of Chinese food;its operation scale is close to the international catering company.Why the little sheep develop rapidly?What did the kind of corporate strategy to break the deadlock successfully?This paper studies the Chinese catering industry as the background and makes Little Sheep Group as a case study;comprehensively analyze the development strategy of Little Sheep;give much more details of analysis and elaboration.This paper argues that:First,Little Sheep Group's corporate positioning is "Do not dip the sauce";Second,the business goal following the market positioning is "leading brand in catering industry" which promote development of Little Sheep powerfully.Finally,Little Sheep Group's Strategy is "scientific and standardized management and capital operation" as an essential factor in the success of Little Sheep.This paper describes the development of Little Sheep Group's current situation and achievements,and combined with the external environment of China's catering industry in order to show the SWOT analysis.Then it describes Little Sheep Group's strategic objectives,positioning and implementation of the strategy.Though the analysis and conclusion,try to provide some ideas of the Chinese catering section development and give this paper's research conclusions.