THE MARKETING PLAN FOR WEIDUOLIYA WESTERN-STYLED RESTAURANT IN CHENGDE
Wang, Jingwen (2013)
Satakunnan ammattikorkeakoulu
2013
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013090214886
https://urn.fi/URN:NBN:fi:amk-2013090214886
Tiivistelmä
This bachelor thesis is done for the academic study on International Business and Marketing Logistic at Satakunta University of Applied Sciences (SAMK) in Finland.
The purpose of this study is to create a marketing plan for Weiduoliya western-styled restaurant in Chengde, China. The author has seen the massive growth in foreign restaurants business over the past five years in China. This marketing plan is to support running student’s own restaurant business after her graduation. The author is really interested in writing a marketing plan due to the great business opportunity and large demands of foreign food in Chinese market.
The theoretical part of this study is to learn and understand the marketing planning process, and sources are gathered through various marketing books, articles and online documents. An efficient marketing plan helps small business to achieve its marketing objectives easily. The qualitative research methodology is applied in this study. It was conducted with an in-depth semi-structured interview with the experienced local foreign restaurant manager in November 2011 and in July 2013. Secondary data was collected by reviewing documents, and personal experience in eating in a foreign restaurant.
On the basis of the results of this research, the marketing plan for Weiduoliya western-styled restaurant is created that includes business mission, marketing analysis, marketing objectives, marketing strategy, marketing mix and implementation and control.
The purpose of this study is to create a marketing plan for Weiduoliya western-styled restaurant in Chengde, China. The author has seen the massive growth in foreign restaurants business over the past five years in China. This marketing plan is to support running student’s own restaurant business after her graduation. The author is really interested in writing a marketing plan due to the great business opportunity and large demands of foreign food in Chinese market.
The theoretical part of this study is to learn and understand the marketing planning process, and sources are gathered through various marketing books, articles and online documents. An efficient marketing plan helps small business to achieve its marketing objectives easily. The qualitative research methodology is applied in this study. It was conducted with an in-depth semi-structured interview with the experienced local foreign restaurant manager in November 2011 and in July 2013. Secondary data was collected by reviewing documents, and personal experience in eating in a foreign restaurant.
On the basis of the results of this research, the marketing plan for Weiduoliya western-styled restaurant is created that includes business mission, marketing analysis, marketing objectives, marketing strategy, marketing mix and implementation and control.