Writing idea: From the catering point of view, the purpose of any marketing is to make money, and marketing without making money is a toss-up! First of all, there are several core points in marketing, that is, the reasons for marketing, the objectives of marketing, the design of marketing activities, and the landing of marketing programs.

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1. Problems existing in our store's operation

(1) The target customer group is not accurate and narrow.

On the whole, the hotel industry in our city is generally in a bad state of operation, as long as there are too many hotels, the supply exceeds the demand, and the operating methods are similar, without their own characteristics, or the positioning is too high, which makes it difficult for consumers to accept. In addition, there are some problems in the service quality of some hotels, which affects consumers' confidence in spending in hotels.

There are also some problems in our store's operation. Last year's operation was not good, so we should reflect on the positioning of the target market. We should fully tap our own advantages and broaden the market. Our hotel's target market positioning is unreasonable, which is the main reason for poor efficiency. Jinqiao District, where our store is located, is a district with low consumption level, and most of the residents are ordinary employees.

Our store mainly deals in Cantonese cuisine and seafood. The price is relatively high, and the income level of most residents is still unacceptable. However, the hardware level and service quality of our store are superior in this area. We have always positioned the middle and high-end hotels in the market, facing the middle and high-end consumer groups, and it cannot be attractive to the residents in this area.

(2) the news propaganda is not strong enough to cause a big sensation in the market, and the market awareness is small.

Although our store belongs to X-Jie Group (X-Jie Group is a famous enterprise in our city), the society doesn't know much about our store. Our store has never advertised except for short-term news propaganda when it opened, which leads to the low popularity of our hotel.

2. Analysis of the surrounding environment

Although the overall consumption level of our district is not high, our store has a unique location. Our store is located next to National Highway 111, with superior location and extremely convenient transportation, which is close to several universities such as Commercial College, Polytechnic College and Electromechanical College, so there are many vehicles in the past, and the floating guests are a potential consumer group. Although college students have no income, they are not a low-consumption group. There are more than 11,111 students in business schools alone. If we can provide products suitable for students and attract them to our store at a low price, it will be a huge market.

3. Analysis of competitors

There are no hotels with similar grades around our store, but only a few small restaurants. Although they are not competitive with us in business ability, they attract a large number of nearby residents and students with low-grade food. On the whole, their business situation is good. Although our facilities and services are good, due to the error of market positioning, the actual operating conditions are not ideal, and we are at a disadvantage compared with hotels of the same grade in the market.

4. Analysis of our store's advantages

(1) Our store is a subsidiary of X Jie Group, which is a well-known enterprise in our city, and its strength is beyond doubt. Therefore, when planning carefully, we should also make full use of our brand effect and fully explore the great connotation of its brand, so that consumers will not have doubts about our catering products and fully believe that we provide high-quality products, and we should fully make use of it in our planning.

(2) Our store has good hardware facilities, abundant funds, its own parking lot and a large area of available space. This can be used to attract past drivers and to develop some promotional items to attract students.