A study on the regional market positioning of BZ Restaurant Chain Companies : a case study of Chengdu

Abstract

BZ Catering Chain Company is a large catering service company that operates authentic Sichuan hot pot. Its headquarters is located in Chengdu. The company’s Dalongyi Hot Pot launched its legendary journey in Yulin, Chengdu in 2013. This paper mainly studies the regional market positioning of BZ Catering Chain Company in the Chengdu market and the new products that will be launched in the future. This paper focuses on the aspects BZ Catering Chain Company should consider from market research to regional market positioning and how to enhance consumer favorability for BZ Catering Chain Company's products. Furthermore, it examines the factors which will affect consumers' willingness to buy. This paper analyzes the product positioning of BZ restaurant chain company from the perspective of consumer purchasing behavior. Based on a combination of empirical analysis and marketing environment analysis, BZ Catering Chain Company should position its products as mid– to high–end, focus on product quality, and use price competition as a marketing tool at a specific times and in specific regions. After securing initial profits, it should leverage the advantages of high quality and low price to quickly penetrate the market