Research On The Business Strategy Of KFC In The Jilin Province Branch Of Yum! Restaurant

With the deepening of structural reform on the supply side,the catering industry continues to develop steadily and rapidly.Under the situation of continuous upgrading of consumption and the rise of a new generation of consumer groups,the catering market has a variety of business categories and hundreds of schools contend.In particular,the development of local catering enterprises is strong,and it has strong competitive pressure on foreign catering enterprises such as KFC that have occupied a certain market position in the Chinese catering market.As the largest food and beverage group in the world,Yum! China has been on the mainland today in all provinces,municipalities and autonomous regions.KFC’s market in the first-tier cities has become saturated,and competition is fierce.Enterprises are facing competition in the Red Sea and their business development space.It has been restricted.In the future,the market space of second and third tier cities and even counties and sub-districts will bear the heavy responsibility of KFC’s long-term sustainable growth in the future.Yum’s Catering Jilin Branch was established in 1998 and is a local branch of Jilin Province.It has a strong market appeal.By the end of 2018,Yum! has 111 KFC restaurant,which is the largest operating area in Jilin Province with the largest number of chain stores.Under the guidance of enterprise management theory,this paper describes the current situation of KFC business through the analysis of a large amount of data and data in the catering industry,and analyzes its problems and causes from multiple perspectives.Using PEST analysis method,the macro environment faced by KFC was studied,and the development history and current situation of China’s catering industry were analyzed.The analysis found that the catering industry is strongly supported by national policies and the market prospects are very broad and optimistic,while the industry competition is becoming increasingly fierce.Using SWOT matrix analysis model to comprehensively analyze the opportunities and threats,internal advantages and disadvantages,we can see that the company’s advantage lies in its localization strategy,strict standardization system,product advantages,and the disadvantage is the lack of competitive skills.Technology,an increasingly large organization has increased management difficulties,food health issues and market food safety hazards.In order to achieve the short-term and long-term development goals of the enterprise,it is necessary to clarify the strategic thinking of enterprise development,position the strategic planning,and make the following strategic choices: the growth strategy is the strategy that KFC should choose at this stage.It further proposes strategic implementation guarantees in terms of policy,human resources and cultural marketing.It aims to solve the problems of talent,management,market and technology faced by KFC and help KFC survive and develop in the fierce market competition.To a certain extent,it has a general reference for the development strategy selection of other chain catering enterprises in China.