| As the development of market economy in China, civilians have more and more idle money. The projects such as leisure catering, which need less investment and get money back more quickly, have become the focus of civilian investment. The strategic positioning and investment analysis are two key issues that evaluate whether the project is profitable. This paper gives the example of Be For Time Tea House, tries to establish an analysis model of leisure catering projects through the tools of strategic positioning and financial management.At first, this paper reviewed the development of strategic positioning and its main theories. The development of positioning theory had experienced from advertising to market promoting, from market promoting to strategic management. Up to date, strategic positing has become one of the most important theories guiding the growth of companies. The three generic competitive strategies are total cost leadership, differentiation and focus. The relationship among the three generic competitive strategies is not mutually exclusive. Companies should choose the competitive strategies according to the industry environment and their own situation.Secondly, this paper studies and illuminates the industry environment of leisure catering and the strategic position, choosing of Be For Time Tea House. The strategic positioning of Be For Time Tea House is a typical cost focusing strategy. Be For Time Tea House created a whole new running model to fit its target market, and held the positioning through the methods like chain operation, standardization, scale economies and etc.In the third part of this paper, the writer makes the Feasibility Research of the project investment by using financial management tools, explains the profit source of Be For Time Tea House. Finally, this paper discusses the running corner which Be For Time Tea House has faced or will face and gives some theoretic solutions, hoping that this paper will give some guidance and help to the investors. |
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