Strategic Research On The Expansion Stage Of B Catering Chain Enterprise

The study of enterprise development strategy is an important link in the business process of an enterprise.It is to plan the future development direction and goals of an enterprise,and based on this,propose specific actions that must be taken to achieve this strategic goal.Developing a reasonable and effective development strategy is crucial for the healthy development of enterprises.The development of enterprises often goes through four stages,namely the cultivation period,growth period,maturity period,and decline period.In this article,we mainly study the development strategy of enterprises during their growth period.During this period,enterprises are facing a process of increasing their scale and increasing their competitiveness in the industry.Various management systems need to be integrated and improved.Therefore,the study of enterprise development strategy at this stage is crucial for enterprises and a process that every enterprise must go through.Especially after the end of the epidemic,more and more catering companies have sprung up one after another.After experiencing the epidemic,catering enterprises have entered a growth period and urgently need to solve the development strategy problems of the expansion stage.Taking the development of B catering enterprise in the stage of scale expansion as the research object,this paper uses PEST analysis and Porter’s Porter’s five forces analysis to systematically analyze the external social environment of B catering enterprise and the general environment of the industry.Through field survey and literature review,the following problems are found: First,the price of dishes is too high.The positioning of B catering enterprise’s green food makes the per capita consumption price too high.At the same time,Competitors are adopting a price reduction strategy,which makes the prices of B Catering Company’s dishes particularly prominent.Secondly,the increase in labor costs has led to a sharp shortage of human resources in B Catering Company during its rapid expansion period,resulting in a shortage of management talents within the company.Thirdly,the competition in the industry is fierce.Due to the low entry threshold of the hot pot industry,many people will rush to open hot pot shops after seeing the prosperity of the hot pot industry.Therefore,the hotpot industry has relatively low entry barriers compared to other catering enterprises.The fourth is the lack of innovation in marketing and publicity methods.The article uses the SWOT analysis method to analyze the advantages,disadvantages,opportunities,and crises of the enterprise.Through the SWOT matrix analysis,it is concluded that the development of B catering enterprise should adopt the SO expansion strategy,strengthen the research and development capabilities of dishes,strengthen the establishment of the supply chain system of the central kitchen,and enhance the standardized economy of the enterprise.Open school recruitment,introduce fresh college students as management trainees for the enterprise,and reserve talent for the management team.Increase the advantages of the enterprise,emphasize its characteristics,implement differentiation strategy,and ensure that the enterprise has high competitiveness in the same industry competition.Innovate the publicity department of the enterprise,introducing a large number of young people born in the 1990 s and 2000 s to bring new vitality to the company’s publicity methods,helping the company’s publicity to be more close to the current young people while ensuring the quality and quality of the company’s dishes.Protect existing markets,develop new ones,and increase market share.PEST analyzes the external environment at the macro level of politics,economy,society,and technology faced by enterprises in their development process.Porter’s Five Forces analyzes the competitive environment within the industry.SWOT analyzes the advantages,disadvantages,and external opportunities and threats of enterprises.The three methods complement each other and jointly promote the formulation of enterprise development strategies to be more effective.The development strategy suggestions proposed in the article are expected to provide good reference for the development of similar enterprises in the expansion stage.