A Research On Development Strategy And Countermeasures For A Brand Coffee

With the development of domestic economy and the Reform and Opening Up policy, China embraces an accelerating adjustment and transformation of industrial structure. Tertiary industry is taking more places and becoming more important in China's GDP. It brings not only great opportunities, but also gradually intense market competition, for the café-style consuming industry. Throughout the café-style consuming market, it is easy to find out that famous foreign brands dominate the market, while domestic coffee chain stores begin to participate in the competition. Small and medium coffee brands are on various developing stages. In this case, the competition in this industry has become fiercer day by day. The key for these companies to survive and develop is to know how to stand out from numerous coffee brands.In this thesis, the main research object is the product and business structure of A brand Coffee. After research and analysis, the author finds out a severe imbalance in the business structure. A lack of timely adjustment will result in a negative impact on its performance. Therefore, the author observes and studies the business structure problems with adjusted BCG Matrix analysis, and puts forwards objectives and guidance of how to optimize business structure of A brand Coffee. With the help of BCG Matrix analysis and its application principles, the author detailed analyzes each business units under A brand Coffee so as to achieve a practical optimization for A brand Coffee. In this case, A brand Coffee will have a stable and continuous operation, which will accordingly armed it with a growing competitiveness in the market.