Marketing Suggestions for Sichuan Hai Dilao Catering Company, China
Meng, Yue (2015)
Meng, Yue
Savonia-ammattikorkeakoulu
2015
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015052810883
https://urn.fi/URN:NBN:fi:amk-2015052810883
Tiivistelmä
Sichuan Hai Dilao Catering Co. Ltd. was established in 1994 in Jianyang city, Sichuan province, China. It is a direct-sale catering chain company which specializes in providing appetizing Hotpot food and high quality services for customers. With the high speed of development of catering industry in China, Sichuan Hai Dilao catering company is faced with more competitive pressures, therefore, marketing suggestions are important and necessary for company’s future development.
This thesis report can be divided into two parts: theoretical part and empirical part. The main concepts of theoretical part include marketing environment (competitive and demand), PEST analysis, SWOT analysis and marketing tools (product, price, place and promotion).
In empirical part, the study research utilizes quantitative method that invites customers to attend questionnaire survey and obtain customers’ feedback for Sichuan Hai Dilao catering company. The online questionnaire and printed questionnaire were released to customers at the same time. The purposes of research were to help the case company to understand specific requirements and realistic evaluation of customers better, and which aspects need to be improved to keep the current customers and also attract more potential customers.
In the end of the thesis report, the marketing suggestions are provided according to the current market situation of Sichuan Hai Dilao catering company and the customers’ opinions from research results, and the specific contents of suggestions are about product, services, price and promotional activities. With the help of marketing suggestions, Sichuan Hai Dilao catering company can gain stronger competitive ability, extend the market share and generate more profit in the future.
This thesis report can be divided into two parts: theoretical part and empirical part. The main concepts of theoretical part include marketing environment (competitive and demand), PEST analysis, SWOT analysis and marketing tools (product, price, place and promotion).
In empirical part, the study research utilizes quantitative method that invites customers to attend questionnaire survey and obtain customers’ feedback for Sichuan Hai Dilao catering company. The online questionnaire and printed questionnaire were released to customers at the same time. The purposes of research were to help the case company to understand specific requirements and realistic evaluation of customers better, and which aspects need to be improved to keep the current customers and also attract more potential customers.
In the end of the thesis report, the marketing suggestions are provided according to the current market situation of Sichuan Hai Dilao catering company and the customers’ opinions from research results, and the specific contents of suggestions are about product, services, price and promotional activities. With the help of marketing suggestions, Sichuan Hai Dilao catering company can gain stronger competitive ability, extend the market share and generate more profit in the future.