The Study On Survival Strategies Of Newly Opened Western Restaurants In Beijing Market

"Hunger breeds discontentment(?????)".people are the basis of a country and food is the paramount necessity for people.With the rapid development of the restaurant industry,nowadays all kind of the restaurants already spread all over the world.Food and beverage market in Beijing is considered one of the fiercest markets in China,therefore opening a restaurant in Beijing is risky and troublesome,especially to foreigners.La Villa is a start-up restaurant located in the Liang Ma Qiao embassy area of Beijing.The purpose of this paper is to introduce the company and perform an analysis of La Villa's marketing strategy development,and finding options of successful strategic decisions for the company in order to improve its business.The following analysis will be based on the numerous information gathered from in-depth interviews,tools that were learned in the Strategic Management course,and qualitative research method.