Project background:

A restaurant chain is a Chinese fast food-based brand, with nearly a thousand stores, covering many provinces and cities across the country. In recent years, the company has faced challenges such as intensified market competition, diversification of consumer demand, and rising costs. It hopes to enhance brand image, optimize product structure, expand new growth points, and improve profitability through market research and strategic planning.

Customer pain points:

The main pain points of the enterprise are the following:

Single brand image, lack of differentiation advantage, difficult to attract young consumers;

Product structure is too simple, lack of innovation and diversification, it is difficult to meet the individual needs of consumers;

Low market penetration and uneven distribution of stores, making it difficult to reach potential customers;

Weak cost control and high expenditure on raw materials, manpower and logistics, which affects profit margins.

Project purpose:

The main aims of the project are:

Through market research, understand the current development trend of the catering industry, competitive landscape, consumer behavior and demand characteristics;

Through strategic planning, formulate brand positioning, product strategy, channel strategy, marketing strategy, etc. in line with enterprise development goals and market demand;

Through the implementation plan, provide specific implementation steps, resource allocation, risk assessment, effect evaluation, etc.

Research object:

The research objects of the project include the following categories:

Industry experts: including catering industry associations, media, research institutions and other relevant people, through in-depth interviews and questionnaires, to obtain industry development trends, policies and regulations, market scale, competition pattern and other information;

Competitors: including the same type and different types of catering brands, through network collection and field visits, to obtain competitors' brand image, product structure, price strategy, channel layout, marketing activities and other information;

Consumers: including existing customers and potential customers, through online and offline sample surveys and focus group discussions, to obtain consumer spending habits, demand preferences, purchase motivation, satisfaction evaluation and other information.

Project Content:

The main contents of the project include the following aspects:

Market analysis: analysis of the current development trend of the catering industry, market size, growth points, risk points, etc;

Competitive analysis: analysis of competitors' strengths and weaknesses, market share, core competencies, etc;

Consumer analysis: analysis of consumer spending habits, demand preferences, purchase motivation, satisfaction evaluation;

SWOT analysis: analyze the strengths, weaknesses, opportunities, threats, etc. of the enterprise;

Brand positioning: according to market demand and enterprise characteristics, determine the enterprise's brand vision, mission, values, etc;

Product strategy: according to brand positioning and consumer demand, optimize the existing product structure, develop new product lines, improve product quality and innovation;

Channel strategy: according to the market penetration rate and competitor distribution, formulate reasonable store layout, expand new channel forms, improve channel efficiency and coverage;

Marketing strategy: according to the brand image and product characteristics, formulate effective marketing objectives, combination, budget, execution, etc., to enhance brand awareness and loyalty, increase sales and market share.

Project Value:

The project provides the following value to the business:

Help the enterprise to fully understand the current development of the catering industry and market opportunities, and provide a basis for its long-term strategic planning;

Help the company to clarify its own brand positioning and core competitiveness, and provide a direction for it to create a distinctive brand image;

Help the enterprise to optimize its product structure and quality, and provide support for it to meet the diverse needs of consumers;

Help the enterprise to develop a reasonable channel strategy and marketing strategy, to expand its market share and improve profitability provides a way;

It helps the company to improve its management level and innovation ability, and provides a guarantee for it to cope with market changes and competitive challenges.