Research On The Competitive Strategy Of CCL Fast Food Chain Company

With the continuous development of China's economy,the continuous improvement of people's living standards,and the continuous acceleration of modern social work and life rhythm,the city's fast food industry has been vigorous developed for its “fast”.More and more people tend to enjoy fast food,fast food has become an indispensable part of people's lives,the expansion of consumer groups has promoted the prosperity of the fast food industry.However,in recent years,in the face of increasingly fierce competition within the fast food industry,rising operating costs in all aspects,at the same time,the vigorous development of the network fast food platform has brought great impact on the fast food industry,traditional Chinese fast food chain businesses are facing a series of significant strategic issues under the new situation,such as how to build competitive advantages,how to distinct the market position and further optimize the competitive strategy in order to adapting to the new environment.Therefore,it is of great practical significance to study how Chinese fast food chain businesses make strategic choices within the new situation.CCL Fast Food Chain Company(Short for CCL Company)is such a traditional fast food chain enterprise;it also faces such strategic problems.This paper takes CCL Fast Food Chain Company as the research object,and studies how CCL Fast Food Chain Company formulates its competitive strategy and establishes its competitive advantage under the new competitive situation.This paper analyses the new situation of the development of Chinese fast food chain industry in China,especially in Guangzhou,compares the characteristics of the development among the fast food chain enterprises,sums up the common development mode and management countermeasures,summarizes the key success factors of the fast food chain industry,induces the opportunities and threats of the external environment faced by CCL Company,and then makes a detailed analysis of the internal resources and capabilities of CCL Company.Based on the SWOT analysis method,the study put forward the new competitive strategy of CCL Company.The conclusions are as follows: Firstly,the external environment opportunities and threats that CCL Company faces coexist.The core competitiveness of CCL Company is to familiarize itself with the operation procedure of Chinese fast food,to understand customers' needs and habits for fast food,to familiarize itself with the situation of its competitors,to train its employees with professional service literacy,and to have strong ability in quality control.Chain operation has stronger integration ability.Secondly,through the analysis of internal and external environment,CCL Company can choose office business circle and leisure entertainment business circle as the target market.Thirdly,according to the demand of office business circle and leisure entertainment business circle,CCL Company may choose the cost-leading strategy.Fourthly,the market segments of office business circle can adopt the cost-leading positioning based on the self-service ordering mode,while the market segments of leisure and entertainment business circles can adopt cost-leading positioning based on traditional ordering mode,and meet different demands in terms of dishes,prices and dining environment and so on.Fifth,in order to further strengthen the function of the central kitchen for production and operation and the value creation ability of front-end chain restaurants could enhance the chain effect,and thereby strengthening the cost-leading competitive advantage.The conclusions of this study provide guidances for CCL Company to survive and develop in the new competitive situation,and also provide references for the strategic choices of traditional Chinese fast food chain enterprises in China.