Research On The Development Strategy Of Catering Company S

With the rapid development of China's economy,as the top city in the new front line,Chengdu has become a highly densely populated city in southwestern part of China after Chongqing,the rapid economic development and continuous increase of population have resulted in the difficulty of having lunch for many office workers in Chengdu,it also has created a huge demand for meals at the same time.Due to the maturity of industrialized production technology of Chinese food and the wide application of "O2O" mode in catering industry,the "new catering" business model emerged,it is characterized by integration of online and offline,vertical integration of supply chain and retail catering.This catering mode integrates the upstream of Chinese catering supply chain and downstream of e-commerce platform,significantly reduces the time for restaurant to make Chinese fast food and further promotes the standardization and large-scale management of Chinese fast food enterprises,S catering company is a platform catering company based on this model.Because the business model of "new catering" has not been used by a large number of catering enterprises since its rise,the author's research on the development strategy of S catering company can not only help S catering company to formulate a suitable strategic plan for the company's development,but also provide a reference for the catering enterprises that are ready to operate in the "new catering" mode or to transform to the mode,as well as for the promotion and improvement of all manufacturers in the corresponding supply chain.In this paper,after comprehensive use of PEST analysis,five-force model analysis,SWOT analysis and other related strategic analysis methods and tools,the internal and external environment of S catering company is analyzed scientifically,systematically and in detail.Not only the development status and core competitiveness are summarized,but also the external environment is summarized.The SWOT analysis matrix is made and SO,WO,ST and WT strategies are also put forward,it provides a basis for further strategic formulation.In the aspect of strategy formulation,this paper sets strategic development goals for S catering company at different stages,confirms the company's overall strategy,competitive strategy and functional strategy.The strategic objectives of S catering company are divided into three stages: initial stage,medium stage and long-term stage,which are basic consolidation stage,expansion stage and comprehensive development stage.According to the analysis results of the internal and external environment of S catering company and the related strategies in SWOT analysis matrix,this paper confirms that the overall strategy of S catering company should adopt the backward integration strategy of growth strategy,that is,to expand the company scale and consolidate the market through chain operation mode on the premise of stabilizing the existing customer resources,product quality and service level.In order to further enhance the company's ability to control food quality and safety,reduce the company's purchasing cost,expand its own value,and improve the efficiency and efficiency of production and operation,it should establish its own central kitchen and supply chain in a timely manner in the long-term development stage.At the same time,this paper confirms that S catering company's competitive strategy is a differentiation strategy,which is to attract consumers through high-quality service and featured meals,expanding the size of the company,and achieving the growth and development of the company.With the determination of overall strategy and competitive strategy,this paper then formulates specific functional strategies,including production and operation strategy,marketing strategy,human resources strategy,quality management strategy,research and development strategy and brand strategy.At the end of this paper,the main ideas and specific practices of strategic implementation of S catering company are given.At the same time,strategic safeguards such as improving organizational structure,human resources,information technology,enterprise capital and corporate culture construction are formulated.