| With the rapid development of economic, food and beverage industry market space is more and more, showing a flourishing scene, has grown to expand employment, stimulate consumption and spur economic backbone. At present, consumer demand is a diversified development trend, catering market also appeared more and more new products and market segments, so that the food and beverage industry more competitive. In the face of more and more new entrants, the food and beverage companies need to realize sustainable development in this complex and changeable market environment. We must comprehensively understand the development status of the catering market.D catering company is a professional do grilled fish enterprises, after several years of development, already has a certain scale, but still found some problem of restricting the development of enterprises. Through the investigation of the catering industry and the internal conditions, the paper makes a comprehensive and multi angle analysis on the physical resources, intangible resources and the use of resources. The main advantages, the main disadvantages, the development opportunities and the potential threat of D catering company are found out by using SWOT analysis method, which provides an important basis for the development strategy of enterprises.Based on the analysis of the internal and external environment of D company, the author determined the strategic plan of D catering company:Based on the strategy of brand strategy, chain strategy and differentiation strategy, the strategy of product development was made. In order to ensure the effective implementation of the development strategy of D catering company, the author also puts forward some measures to ensure food company’s core competitiveness, scientific management catering company human resources, improve the system and innovative organization, catering company development strategy implementation and evaluation.Through theoretical study and concrete practice, using some important theories and methods of strategic management, this paper has developed a strategy for the development of D catering company with good applicability and feasibility. |
