Marketing Suggestions for Home Original Chicken, Hefei China

Abstract

The research “Marketing Suggestions for Home Original Chicken, Hefei China” was commissioned by Home Original Chicken Co. Ltd, which is the biggest Chinese fast-food restaurant chain in Anhui Province.

The theory needed in the research was marketing mix strategies. Marketing mix consists of product, price, place and promotion. The marketing strategies contain product decisions (including individual products decisions, product line decisions, product mix decisions), price decisions (containing customer value-based pricing, cost-based pricing, competition-based pricing purchasing, discounts and terms of payment), place decisions (external accessibility decisions and the internal accessibility decisions) and promotion tools (advertising, sales promotion, public relations and personal selling).

The objectives of the thesis were to better understand the customers and find out the needs, opinions concerning the products and services which are provided by Home Original Chicken, and then to further give some suggestions about marketing mix tools to improve the business processes of the case company in the future.

The research was done through the SWOT analysis to find out the strengths, weaknesses opportunities and threats of Home Original Chicken, and quantitative research which contained online questionnaire and printed questionnaire to get customers’ opinions. The link of online questionnaire was put on the official Weibo webpage of Home Original Chicken and printed questionnaires were delivered at restaurants.

The suggestions which were given to Home Original Chicken consisted of suggestions to the marketing mix tools and suggestions that depended on the SWOT analysis of the case company and the results of questionnaire survey.

Through doing this research, the researcher learned the knowledge of marketing tools and how to apply the theory to practice.