山大MBA市场营销案例作业一
<p class="MsoNormal" align="left" style="text-align:left;text-indent:28.1pt;margin:0cm 0cm 0pt;mso-char-indent-count:0;mso-pagination:widow-orphan"><b style="mso-bidi-font-weight:normal"><span style="font-family:宋体;color:black;font-size:10pt;mso-ascii-font-family:calibri;mso-hansi-font-family:calibri;mso-bidi-font-family:arial;mso-font-kerning:0pt">案例分析：</span></b><span lang="EN-US" style="font-family:'arial','sans-serif';color:black;mso-font-kerning:0pt;mso-bidi-font-size:10.5pt"> <p></p></span></p><p></p><p></p><p class="MsoNormal" align="left" style="text-align:left;text-indent:27pt;margin:0cm 0cm 0pt;mso-char-indent-count:0;mso-pagination:widow-orphan"><span style="font-family:宋体;color:black;font-size:10pt;mso-ascii-font-family:calibri;mso-hansi-font-family:calibri;mso-bidi-font-family:宋体;mso-font-kerning:0pt">山东美客餐饮管理有限公司计划进军快餐市场。该公司之前经营项目与餐饮无关，有一个装饰公司，另有一个公司经营地产租赁项目。美客老总张某看好快餐行业后，请了一个职业餐饮经理人王某。王某之前做了</span><span lang="EN-US" style="color:black;font-size:10pt;mso-bidi-font-family:calibri;mso-font-kerning:0pt"><font face="Calibri">10</font></span><span style="font-family:宋体;color:black;font-size:10pt;mso-ascii-font-family:calibri;mso-hansi-font-family:calibri;mso-bidi-font-family:宋体;mso-font-kerning:0pt">多年火锅生意，是圈内知名的火锅职业经理人。张某与王某多方考察快餐市场，否定了火锅、米线、面条等项目，决定以张某老家的家常饭</span><span lang="EN-US" style="color:black;font-size:10pt;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><font face="Calibri">——</font></span><span style="font-family:宋体;color:black;font-size:10pt;mso-ascii-font-family:calibri;mso-hansi-font-family:calibri;mso-bidi-font-family:宋体;mso-font-kerning:0pt">菜米饭（这是江浙一带的一种主食，即炒菜做好后，倒入泡好的生米饭中，与米饭同时在电饭煲中煲熟）为主打产品经营快餐，同时还准备开发的辅助产品包括盖饭、拌面、米汉堡、米披萨、烤饼、印度卷饼、小菜、沙拉、汤类、小食类、蒸制品、粥类、冰激凌。就餐时间覆盖早餐（提供蒸制品）、午餐、下午茶及晚餐。</span><span lang="EN-US" style="font-family:宋体;color:black;font-size:10pt;mso-hansi-font-family:calibri;mso-bidi-font-family:宋体;mso-font-kerning:0pt"> <p></p></span></p><p></p><p></p><p class="MsoNormal" align="left" style="text-align:left;text-indent:27pt;margin:0cm 0cm 0pt;mso-char-indent-count:0;mso-pagination:widow-orphan"><span style="font-family:宋体;color:black;font-size:10pt;mso-ascii-font-family:calibri;mso-hansi-font-family:calibri;mso-bidi-font-family:宋体;mso-font-kerning:0pt">他们所提供的产品全部通过工厂标准化定制，大部分是熟品，除菜米饭需要在店堂现煲外，其他基本通过加热及水浴烫熟即可，上餐时间极快。</span><span lang="EN-US" style="font-family:宋体;color:black;font-size:10pt;mso-hansi-font-family:calibri;mso-bidi-font-family:宋体;mso-font-kerning:0pt"> <p></p></span></p><p></p><p></p><p class="MsoNormal" align="left" style="text-align:left;text-indent:27pt;margin:0cm 0cm 0pt;mso-char-indent-count:0;mso-pagination:widow-orphan"><span style="font-family:宋体;color:black;font-size:10pt;mso-ascii-font-family:calibri;mso-hansi-font-family:calibri;mso-bidi-font-family:宋体;mso-font-kerning:0pt">他们的构想是，未来他们的快餐店基本采用工厂生产的熟品或半成品，店内后厨面积非常小，基本负责加热和配餐，这样可以减少后厨面积，节约人员成本，提高标准化程度，还能加快上餐速度。他们认为标准化是快餐的重中之重。同时他们认为这种工厂化生产的标准熟制品或半成品是未来快餐的发展方向。在这样的产品加工模式下，他们认为更有可能做成全国性的大型连锁机构。</span><span lang="EN-US" style="font-family:宋体;color:black;font-size:10pt;mso-hansi-font-family:calibri;mso-bidi-font-family:宋体;mso-font-kerning:0pt"> <p></p></span></p><p></p><p></p><p class="MsoNormal" align="left" style="text-align:left;text-indent:27pt;margin:0cm 0cm 0pt;mso-char-indent-count:0;mso-pagination:widow-orphan"><span style="font-family:宋体;color:black;font-size:10pt;mso-ascii-font-family:calibri;mso-hansi-font-family:calibri;mso-bidi-font-family:宋体;mso-font-kerning:0pt">他们在产品包装、餐具上计划走环保路线，选择可循环使用或可降解的餐具。同时他们认为环保、绿色是消费者目前非常关注的。</span><span lang="EN-US" style="font-family:宋体;color:black;font-size:10pt;mso-hansi-font-family:calibri;mso-bidi-font-family:宋体;mso-font-kerning:0pt"> <p></p></span></p><p></p><p></p><p class="MsoNormal" align="left" style="text-align:left;text-indent:27pt;margin:0cm 0cm 0pt;mso-char-indent-count:0;mso-pagination:widow-orphan"><span style="font-family:宋体;color:black;font-size:10pt;mso-ascii-font-family:calibri;mso-hansi-font-family:calibri;mso-bidi-font-family:宋体;mso-font-kerning:0pt">在整个店面的档次和形象上，他们希望参照麦当劳的档次及售卖模式，打造快餐中的中高档品牌。</span><span lang="EN-US" style="font-family:宋体;color:black;font-size:10pt;mso-hansi-font-family:calibri;mso-bidi-font-family:宋体;mso-font-kerning:0pt"> <p></p></span></p><p></p><p></p><p class="MsoNormal" align="left" style="text-align:left;text-indent:27pt;margin:0cm 0cm 0pt;mso-char-indent-count:0;mso-pagination:widow-orphan"><span style="font-family:宋体;color:black;font-size:10pt;mso-ascii-font-family:calibri;mso-hansi-font-family:calibri;mso-bidi-font-family:宋体;mso-font-kerning:0pt">目前他们对这种餐饮模式还没有形成完全清晰的思路，这种工业化加工的食品消费者是否会接受，能否成为一种流行？这样的快餐店选择在什么样的位置开更合适？哪些人群在什么样的时机下会选择这样的快餐？他们能承受的价位在哪个阶段？在装修、氛围上应该注意哪些？如何宣传、如何促销、如何在快餐行业竞争中胜出，最终做成全国连锁企业。</span><span lang="EN-US" style="font-family:宋体;color:black;font-size:10pt;mso-hansi-font-family:calibri;mso-bidi-font-family:宋体;mso-font-kerning:0pt"> <p></p></span></p><p></p><p></p><p class="MsoNormal" align="left" style="text-align:left;text-indent:27pt;margin:0cm 0cm 0pt;mso-char-indent-count:0;mso-pagination:widow-orphan"><span style="font-family:宋体;color:black;font-size:10pt;mso-ascii-font-family:calibri;mso-hansi-font-family:calibri;mso-bidi-font-family:宋体;mso-font-kerning:0pt">请分析本案例，并结合以下问题，有层次地完成案例的系统策划</span><span lang="EN-US" style="font-family:宋体;color:black;font-size:10pt;mso-hansi-font-family:calibri;mso-bidi-font-family:宋体;mso-font-kerning:0pt"> <p></p></span></p><p></p><p></p><p class="MsoNormal" align="left" style="text-align:left;text-indent:27pt;margin:0cm 0cm 0pt;mso-char-indent-count:0;mso-pagination:widow-orphan"><span lang="EN-US" style="color:black;font-size:10pt;mso-bidi-font-family:calibri;mso-font-kerning:0pt"><font face="Calibri">1</font></span><span style="font-family:宋体;color:black;font-size:10pt;mso-ascii-font-family:calibri;mso-hansi-font-family:calibri;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、请结合现实，分析中国快餐行业现状</span><span lang="EN-US" style="font-family:宋体;color:black;font-size:10pt;mso-hansi-font-family:calibri;mso-bidi-font-family:宋体;mso-font-kerning:0pt"> <p></p></span></p><p></p><p></p><p class="MsoNormal" align="left" style="text-align:left;text-indent:27pt;margin:0cm 0cm 0pt;mso-char-indent-count:0;mso-pagination:widow-orphan"><span lang="EN-US" style="color:black;font-size:10pt;mso-bidi-font-family:calibri;mso-font-kerning:0pt"><font face="Calibri">2</font></span><span style="font-family:宋体;color:black;font-size:10pt;mso-ascii-font-family:calibri;mso-hansi-font-family:calibri;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、你认为该企业选择这样的产品加工模式在现在和将来是否具有市场？</span><span lang="EN-US" style="font-family:宋体;color:black;font-size:10pt;mso-hansi-font-family:calibri;mso-bidi-font-family:宋体;mso-font-kerning:0pt"> <p></p></span></p><p></p><p></p><p class="MsoNormal" align="left" style="text-align:left;text-indent:27pt;margin:0cm 0cm 0pt;mso-char-indent-count:0;mso-pagination:widow-orphan"><span lang="EN-US" style="color:black;font-size:10pt;mso-bidi-font-family:calibri;mso-font-kerning:0pt"><font face="Calibri">3</font></span><span style="font-family:宋体;color:black;font-size:10pt;mso-ascii-font-family:calibri;mso-hansi-font-family:calibri;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、你认为该企业可以锁定哪一部分消费者，并分析他们的消费需求及就餐特点。</span><span lang="EN-US" style="font-family:宋体;color:black;font-size:10pt;mso-hansi-font-family:calibri;mso-bidi-font-family:宋体;mso-font-kerning:0pt"> <p></p></span></p><p></p><p></p><p class="MsoNormal" align="left" style="text-align:left;text-indent:27pt;margin:0cm 0cm 0pt;mso-char-indent-count:0;mso-pagination:widow-orphan"><span lang="EN-US" style="color:black;font-size:10pt;mso-bidi-font-family:calibri;mso-font-kerning:0pt"><font face="Calibri">4</font></span><span style="font-family:宋体;color:black;font-size:10pt;mso-ascii-font-family:calibri;mso-hansi-font-family:calibri;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、请为该企业设计竞争策略和发展战略。</span><span lang="EN-US" style="font-family:宋体;color:black;font-size:10pt;mso-hansi-font-family:calibri;mso-bidi-font-family:宋体;mso-font-kerning:0pt"> <p></p></span></p><p></p><p></p><p class="MsoNormal" align="left" style="text-align:left;text-indent:27pt;margin:0cm 0cm 0pt;mso-char-indent-count:0;mso-pagination:widow-orphan"><span lang="EN-US" style="color:black;font-size:10pt;mso-bidi-font-family:calibri;mso-font-kerning:0pt"><font face="Calibri">5</font></span><span style="font-family:宋体;color:black;font-size:10pt;mso-ascii-font-family:calibri;mso-hansi-font-family:calibri;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、该企业的产品线如何规划，价格如何设计更能满足市场需求？</span><span lang="EN-US" style="font-family:宋体;color:black;font-size:10pt;mso-hansi-font-family:calibri;mso-bidi-font-family:宋体;mso-font-kerning:0pt"> <p></p></span></p><p></p><p></p><p class="MsoNormal" align="left" style="text-align:left;text-indent:27pt;margin:0cm 0cm 0pt;mso-char-indent-count:0;mso-pagination:widow-orphan"><span lang="EN-US" style="color:black;font-size:10pt;mso-bidi-font-family:calibri;mso-font-kerning:0pt"><font face="Calibri">6</font></span><span style="font-family:宋体;color:black;font-size:10pt;mso-ascii-font-family:calibri;mso-hansi-font-family:calibri;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、请为该企业策划一个品牌名及该品牌的核心价值，并创意一个广告语。</span><span lang="EN-US" style="font-family:宋体;color:black;font-size:10pt;mso-hansi-font-family:calibri;mso-bidi-font-family:宋体;mso-font-kerning:0pt"> <p></p></span></p><p></p><p></p><p class="MsoNormal" align="left" style="text-align:left;text-indent:27pt;margin:0cm 0cm 0pt;mso-char-indent-count:0;mso-pagination:widow-orphan"><span lang="EN-US" style="color:black;font-size:10pt;mso-bidi-font-family:calibri;mso-font-kerning:0pt"><font face="Calibri">7</font></span><span style="font-family:宋体;color:black;font-size:10pt;mso-ascii-font-family:calibri;mso-hansi-font-family:calibri;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、该企业作为新品牌如何能快速建立消费者的信任及好感？</span><span lang="EN-US" style="font-family:宋体;color:black;font-size:10pt;mso-hansi-font-family:calibri;mso-bidi-font-family:宋体;mso-font-kerning:0pt"> <p></p></span></p><p></p><p></p><p class="MsoNormal" align="left" style="text-align:left;text-indent:27pt;margin:0cm 0cm 0pt;mso-char-indent-count:0;mso-pagination:widow-orphan"><span lang="EN-US" style="color:black;font-size:10pt;mso-bidi-font-family:calibri;mso-font-kerning:0pt"><font face="Calibri">8</font></span><span style="font-family:宋体;color:black;font-size:10pt;mso-ascii-font-family:calibri;mso-hansi-font-family:calibri;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、该品牌在店面设计风格及售卖模式上如何策划才能体现品牌优势？</span><span lang="EN-US" style="font-family:宋体;color:black;font-size:10pt;mso-hansi-font-family:calibri;mso-bidi-font-family:宋体;mso-font-kerning:0pt"> <p></p></span></p><p></p><p></p><p class="MsoNormal" align="left" style="text-align:left;text-indent:28pt;margin:0cm 0cm 0pt;mso-char-indent-count:0;mso-pagination:widow-orphan"><span lang="EN-US" style="color:black;font-size:10pt;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><font face="Calibri">9</font></span><span style="font-family:宋体;color:black;font-size:10pt;mso-ascii-font-family:calibri;mso-hansi-font-family:calibri;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、试为该企业设计一个推广活动，促进消费者尝试该品牌产品。</span><span lang="EN-US" style="font-family:宋体;color:black;font-size:10pt;mso-hansi-font-family:calibri;mso-bidi-font-family:宋体;mso-font-kerning:0pt"> <p></p></span></p><p></p><p></p>
页:
[1]