Research On Competitive Strategy Of Shenzhen Humboldt Catering Company

In 2018,the national catering market size was 4,271.8 billion yuan,the growth rate is 7.75%.According to the industry data in recent years,it is not difficult to find that although the increasing of the catering market scale has slowed down,it still shows an overall upward trend.It is expected that in 2020,there is a big possibility that the scale of the catering market will break through the 5,000 billion mark.Shenzhen Humboldt Catering Company is a new business model company which established in May 2016.The company is based on the industrialization of the catering industry,leading the development trend of the food industry with technology,taking the responsibility to produce safe and healthy food,sharing the bright future with cooperation.The mission of the company is to make the food easy to serve throughout the world.The vision of this company is to build China's No.1 crayfish brand and standardized ingredients brand.After three years of rapid development,the company's "Duoluo Crayfish" brand has opened more than 1,000 stores across the country.Problems have also been encountered after the "Duoluo Crayfish" brand stores have reached a certain size.In addition to facing high labor costs,high food costs,high rents,and low gross profits,it also has the disadvantages of serious product homogeneity,simplex service,and poor dining experience.In today's fiercely competitive market where small and medium catering companies occupy the main body,with the improvement of people's living standards,and the changes of consumer's demand for the market,how Shenzhen Humboldt Catering Company becomes the leader in the catering industry serves as the focus of this paper.Based on the theory of industry life cycle and Porter's five forces model,and combined with PEST analysis and CPM matrix tools,this paper draws the conclusion that the company's external environment,that is,the Chinese catering industry is at a high-speed development stage,and the industry development space and industry competitiveness are relatively large.During the internal environment analysis,a questionnaire was conducted specifically targeted at consumers in "Duoluo Crayfish" brand stores,and a large amount of data was obtained.The analysis of the company's operating conditions,core competitiveness,and corporate culture is combined to reveal the company's internal strengths and weaknesses.This article uses strategic management theory,competitive strategy theory,and SWOT matrix tools to formulate multiple business strategy and functional strategy for alternative,then combined with the QSPM matrix tool to make a quantitative selection of the overall cost strategy,differentiation strategy and centralized strategy of the alternative strategy,it was finally determined that the company adopted a differentiation strategy.This article aim at formulating specific goals for the differentiation strategy in combination with the company's overall strategy,and the implementations of product differentiation,service differentiation and brand differentiation are put forward as well.The cooperative implementation of functional strategy and the guarantee measures of competitive strategy are put into practice.Ensuring that the differentiation strategy can be smoothly implemented in Shenzhen Humboldt Catering Company,and enhancing the company's competitiveness,assisting Shenzhen Humboldt Catering Company to develop sustainably in the catering industry.