Research On Competitive Strategy Of SN Catering Company

In the process of rapid economic development in our country,the catering industry shouldered an important mission,not only to meet the pursuit of a better life,but also to become one of the pillar industries of the tertiary industry,which has become an important industry to drive economic growth and employment.SN Catering Company is a Chinese-style fast food chain company whose main product is Hong Kong-style roast pork and features roast duck sold on the spot.In the fierce food and beverage competition environment,the company is faced with such challenges as the decline in operating profit of physical stores and the decline in online fast food sales.In this context,the topic of this paper is how to overcome the challenges and continue to grow the SN Catering Company through scientific formulation and implementation of competitive strategies.Taking SN Catering Company as the research object,this paper firstly combs out the theories of corporate strategy,competitive strategy and analysis tools to provide a theoretical basis for the analysis of competitive strategy.Secondly,the macro-environment of SN catering companies is analyzed by using PEST analysis method and CPM matrix,and the competition situation and situation of local catering industry are analyzed by using Porter’s Five Forces analysis model.The key external factors are analyzed by using EFE matrix,and the strategic external factors are obtained.Thirdly,by analyzing the basic situation of the enterprise,its resources,its capabilities,its culture and its policies,it analyzes and summarizes the internal environment of the enterprise from the two aspects of advantages and disadvantages.The key internal factors are analyzed by IFE matrix,and the strategic internal factors are obtained.Then,SWOT analysis matrix is used to analyze the opportunities,threats,strengths and weaknesses faced by SN catering companies,so as to obtain suitable alternative competitive strategies.The QSPM matrix is used to analyze the alternative competitive strategies,and the optimal competitive strategy with the highest total attractive score is obtained,namely the differentiated competitive strategy.Finally,in order to ensure the correct implementation of the competitive strategy,the differentiation strategy is combined with the enterprise strategy system,and the differentiation strategy is further decomposed into three implementation measures:product differentiation,service differentiation and brand differentiation.In order to cooperate with the implementation of differentiation strategy,it puts forward five guarantee measures and risk control measures,namely human resources guarantee,production quality guarantee,marketing guarantee,warehousing and logistics guarantee,innovation and research and development guarantee.The implementation of the competitive strategy of SN Catering Company not only helps SN catering company to overcome the challenges it faces,strengthen its competitive advantages and continue to grow,but also provides a reference for the catering industry and fast food enterprises.