When KFC entered the China market, it organically developed customer orientation into the youth consumption class and its corporate culture according to customer orientation, and achieved great success. When the American brand McKenzie entered the China market, it targeted customer orientation at the young people aged 6-25 in large, medium and small cities/KLOC-0, and based on this, it completed the positioning of varieties, prices, marketing strategies and service concepts.
In business practice, the customer market segmentation of catering enterprises should proceed from the geographical location and business environment of the enterprise, and make a positioning that conforms to the enterprise on the basis of extensive market investigation and analysis. That is to say, when the characteristics of customer groups are relatively concentrated in the enterprise environment, the positioning of enterprise groups should be meticulous and accurate; When the customer base characteristics of the enterprise's environment are relatively dispersed, the positioning of the enterprise should also have corresponding levels, which should be both dominant and non-dominant. When choosing the main target market, enterprises should also proceed from reality and choose several market segments as the competitive market of enterprises to meet the needs of several consumer groups as much as possible.
In the first case, site selection is its most important job, that is, choosing a business environment suitable for its products and positioning. KFC attaches great importance to the location of its fast food restaurants, and the location decision has a strict approval mechanism, thus ensuring its success rate of almost 100%. When KFC plans to enter a city, it must first master the business environment of the city, and then plan the business circle. When planning the business circle, various elements are given different scores for addition and subtraction, and so on. Headquarters or regional branches divide different types of business districts by scoring, such as downtown business districts, district-level business districts, target consumer business districts, community business districts and tourist business districts. KFC only chooses mature business districts, because KFC's principle of opening stores is: strive to open stores in and near the most crowded places.
As the saying goes, "one step is not as good as three cities", which means that the popularity of shops facing each other across a distance sometimes varies greatly. But this "city" not only refers to prosperity, but also refers to the "market road" suitable for positioning. For example, it is not necessarily a good choice for many elegant and interesting restaurants to be opened in crowded buildings in downtown areas.
In the second case, the establishment of catering enterprises will generally encounter two situational environments: one is the birthplace; The second is cultivated land. The so-called raw land, that is, other catering enterprises or catering enterprises have not yet become the market area; The so-called cultivated land refers to the area where the catering industry becomes a city. In the original place, if catering enterprises have enough financial resources, manpower, material resources and intelligence to realize other additional functions besides catering functions, such as tourism function, landscape function, new concept interpretation function and so on. , they can build an unusual product system; If the above factors are not enough, we should try our best to choose local popular products, because popular products have a solid consumption base and a low operating risk coefficient, and it is easier to establish brand advantages compared with enterprises that entered the region later. To establish a new catering enterprise on cultivated land, we should carefully analyze the needs of target customers. If the products of other catering enterprises have already met the needs of the target customers, they should choose other more competitive products of the same level. If the number of local general products, types and stores in the region tends to be saturated, foreign products suitable for the potential needs of target customers can be selected to meet the innovation requirements of target customers.
If the shops dealing in a popular product in this area reach the critical point of feeling, they should not follow suit. As the famous Buffett's law in economics says, if you invest where others invest, you won't become rich. The most important revelation of this law is that we must be cautious in the choice of investment projects, not only to accurately judge the investment value of projects in advance, but also to invest in places with few competitors, and not to blindly pay attention to the investment industries and projects.
In the past two years, when yang shen's "Little Potato" brand entered the Beijing market, it subdivided the target consumers again, and successively launched a series of seafood shops, such as Sunshine series seafood shops, Hong Kong Ji seafood stalls, Gong Yu Yupo seafood supermarket series and so on. Its new concepts of "supermarket seafood" and "civilian seafood" have caused great shock in the catering industry, subverted the previous customers' understanding of seafood prices, took the lead in presenting the concept of modern catering supermarkets and deep catering culture to consumers, organically realized the docking of product positioning and consumer psychological positioning, and became a highlight of seafood catering management. Third, the positioning of different products with the same flower includes two levels of content, in addition to variety positioning, there are hierarchical positioning techniques. For example, Sichuan cuisine, high-end Sichuan cuisine, middle-end Sichuan cuisine and low-end Sichuan cuisine meet the different catering needs of target customers. If the positioning coordinates are listed, the abscissa should show the status of catering varieties in a specific area, and the ordinate should show the status of catering grades in the same area. Only when the varieties and grades are determined can the product positioning of catering enterprises be finally completed.
As potential target customers, before entering the consumption state, they will make an image description of the catering enterprises they choose based on various experiences and information and guided by their own needs, expectations and interests. Positioning is to determine the way for enterprises to create potential goals, and the two are unified. When the expectation of potential goals is successfully realized, it proves the accuracy and correctness of enterprise positioning. Therefore, the harmonious balance between enterprise positioning, customer demand and product performance is the ideal state of enterprise positioning. 4. Eyes in the Dark The fierce competition in the catering market is obvious to all. When the market positioning of a catering enterprise is consistent with the needs of customers, all catering enterprises in the region are making the same efforts. However, the number of customers in a specific area is relatively fixed, and all the work of competing for customer share is the content of market competition of catering enterprises. Therefore, when catering enterprises position themselves in the market, only by positioning their competitors at the same time can they ensure the sustainable realization of their positioning objectives.
What is a competitor? Generally speaking, it refers to enterprises with similar business scope, target customers and product forms in the same region.
After determining your competitors, you must answer a question, that is, what are your shortcomings and advantages compared with them? From the perspective of catering practice, supply chain (cost, joining), location (commercial value), environment (lighting, lighting, color, music), tableware (style requirements), dishes and drinks (specialization and integration) and service personnel (serving speed, dress, etiquette, etc.). ), sales channels (such as membership system, appointment system, etc. ), restaurant.
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