Study On Marketing Development Strategy Of ’TANAKYA Cream Puffs ’Chain Stores

With rapid economical development and enhancement of life quality in China, the food taste of Chinese people is getting more and more similar with international trends in order to satisfy the requirements of high efficiency and convenience for modern lifestyle. As one of the most important branches of the catering industry, the casual deserts industry, especially the casual baking desserts industry has revealed an obvious current of fast growing, large scale and diversification at the present time. Therefore, specific desert chain store marked with highly convenient, specialized and superior service may play a more and more significant role in fast-paced lifestyle.As the most prosperous and developed city among the three provinces of northeast China, Dalian is always running ahead in terms of attracting original brands and foreign business projects with its acuity and acceptation. In recent years, there is a notably grand progress in the field of fast moving consumer goods especially for the food and catering area. Many famous world class international catering food companies from the first-tier city or overseas are eager to settle in Dalian. Among them, many casual desserts brands and chain stores are included. In regard of the current market of the casual desserts in Dalian city, this industry is unexpectedly popular and acceptable. After undergoing fierce market competition, as a local causal dessert brand born in Dalian, TANAKAYA’s Cream Puffs has experienced its growth from tiny and weak to strong and vivid, in the process of which we produce authentic Japanese style cream puffs as its name. But now, how to keep this local brand to go further step by step with gloriously vitality and competitiveness under fierce market competition has become a critical and key question of its development which we have to consider. However, because of its disadvantages such as small capital fund,scale, deficiencies in management and R&D, etc as a local independent company in its initial stage, it is essential to explore a proper marketing and developing route to make the brand grow up steadily and eventually become a strong and mature casual deserts brand.This paper demonstrated the development background of the self-established brand ’TANAKAYA’s Cream Puffs’china store in Dalian. By describing and summarizing its developing journey under current market situation, we employed the SWOT analysis tool as the guidance and applied various successful cases in catering industry between domestic and oversea markets, in order to find a proper and innovative marketing tactics and developing strategy for TANAKAYA’s Cream Puffs.it may provide precious experience and helpful guidance for local established brand in Dalian.