Marketing Principles

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Topics: Marketing
Marketing principles --- summative assignment
Brand analysis: a case study of Hai Di Lao (hot pot restaurant)

Introduction

Most of the organizations manage themselves through strategy context to meet the consumers’ needs and wants. The strategy context can be considered in terms of four main elements, namely: the organization (and its resources, skills, and capabilities), the target customers, a firm’s competitors, and the wider environment. (Baines, Fill and Page, 2010) Furthermore, organization strategy is the means by which the resources of the organization are matched with the needs of the environment in which the organization decides to operate. (2010) However, organizations in various areas are focusing on different parts of the market’s desire. For instance, some shoes companies or clothing companies are more likely to focus on the design and whether it is comfort for the consumers; some technology companies are focusing on the creativity of the products; some food companies are focusing on the taste, food security, and services. In this essay, the writer is going to discuss about how the brand of a hot pot restaurant, Hai Di Lao’s brand strategy to meet their target customers’ needs and wants from several parts, the most important part is they have no fault to find with their services, their idea of the guidance, and then the care for the employees, at last it provides the extraordinary experiences for their customers.

Background

Sichuan Hai Di Lao catering co., LTD., founded in 1994 on March 20, is a business Sichuan-style hot pot is given priority to, hot pot around the characteristics in a large retail chain enterprises. Company has always been adhering to the "service first, customer first" philosophy, innovation as the core, change the traditional standardization and simplification of service, advocate personalized characteristic service, dedicated to provide customers with pleasant dining services; On management, advocate the hands to change



References: Baike.baidu.com, (2015). 海底捞_百度百科. [Online] Available at: http://baike.baidu.com/view/237739.htm [Accessed 2 Mar. 2015]. Baines, P., Fill, C. and Page, K. (2010). Marketing. Oxford: Oxford University Press, p.369 Cn.ckgsb.com, (2015). 海底捞为什么? - 长江商学院. [Online] Available at: http://cn.ckgsb.com/Article/Detail.aspx?ColumnId=401&ArticleId=6477 [Accessed 2 Mar. 2015]. Finance.ifeng.com, (2015). 海底捞火锅店为何这样火? (3)_财经_凤凰网. [Online] Available at: http://finance.ifeng.com/gem/class/20110211/3386505.shtml [Accessed 2 Mar. 2015]. Haidilao.com, (2015). 特色服务 - 海底捞火锅. [Online] Available at: http://www.haidilao.com/index.php?m=content&c=index&a=lists&catid=73 [Accessed 2 Mar. 2015]. Hooley, G., Piercy, N. and Nicoulaud, B. (2012). Marketing strategy & competitive positioning. 5th ed. Harlow, England: Pearson Financial Times/Prentice Hall, p.183. Jobber, D. (1995). Principles and practice of marketing. London: McGraw-Hill, p.665. Stokes, D. and Lomax, W. (2008). Marketing. Australia: Thomson, p.282.

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