strategic management is a compulsory course for enterprises. The core of modern strategic marketing is called STP marketing, that is, market segmentation, target market selection and product (or service) positioning. Also called target marketing strategy. It can focus marketing efforts on customers who are most likely to satisfy them. First of all, it is necessary to conduct a full analysis and research on the industry. Secondly, the strengths, weaknesses, opportunities and threats existing inside the enterprise are analyzed in detail. The third step is to determine a target market suitable for enterprises. When Yum! Global Restaurant Group determines the market positioning of Pizza Hut from the group perspective, all subsequent operations will be carried out around this positioning. We can even guess that the location of the restaurant, the layout of the environment in the restaurant, the means of advertising and promotion, and the name of the product will highlight the positioning of its leisure restaurant, so that consumers can fully understand this positioning. Strengthening Pizza Hut as an elegant leisure restaurant means that the group hopes that consumers will have a deeper memory of Pizza Hut's leisure. Enterprises that guide the ability of consumers in the target market will win the market. Oriental Yunjia management consultant Pizza Hut logo takes the rocket to ascend to heaven. Although Pizza Hut logo is part of its global strategy, it has to be explained first, because it is a big test for human imagination. On July 21th, at the Kazakhstan Space Base, the world's largest proton rocket with a height of 211 feet was successfully launched. The brand-new logo of Pizza Hut, which is 9 meters high, was sprayed into a 61-meter-long rocket shell. With the launch of the rocket Ran Ran, news media from all over the world gathered at the launch site, and an estimated 511 million viewers around the world watched this grand occasion through live TV broadcast. It is said that this is the first time in aviation history. This time we took pizza to a place we had never been before. Another interesting plot is that a space traveler and two astronauts will hold a special Pizza Hut party in the space service cabin launched by the rocket later this year. It may be interesting to taste pizza in space. For this reason, Pizza Hut will cooperate with a "space chef" to create a new type of space pizza. The above content is only a part of Pizza Hut's huge global logo replacement. "Launching a permanent residence module is only a small step for human beings, but it is a big step for Pizza Hut to launch a new logo before 2111." Pizza Hut decided to invest $511 million in the next five years to unify the new logo on a global scale. In the headquarters of PIZZAHUT in North China, located in zhushikou, the reporter saw the new logo. The contents of Pizza Hut and that little red riding hood have not changed, but they have changed from printing to writing, which is very playful and flying. For this, 511 million dollars? The reporter touched the confusion, * * * * * * * and wisdom of an industry. What is the relationship between Pizza Hut and KFC? Chen Wenshan, the general manager of Pizza Hut North China, who used to be the operation manager, diluted people's questions a little like peeling onions. In the China market, KFC is well-known. When it comes to Pizza Hut, everyone just thinks that "it's all foreign fast food like KFC". Internationally, Pizza Hut is not inferior to KFC in terms of brand, number of stores and business indicators. In 1958, the young Carney brothers in America borrowed $611 from their mother and opened the first Pizza Hut pizza restaurant. Up to now, Pizza Hut is the world's largest pizza monopoly chain, with more than 12,311 restaurants in more than 91 countries and regions around the world. What is even less known to Chinese people is that Pizza Hut and KFC are from the same family, and Pizza Hut, KFC and Ta korbel (a Mexican-style cake) belong to the PepsiCo Catering Group. So you can't see Coca-Cola in Pizza Hut and KFC, only Pepsi. In this multi-brand strategy, each brand needs to be clearly positioned and spaced, just like Procter & Gamble produces so many brands of shampoo, but their functions and characteristics are different. Head & Shoulders is "dandruff-free" and its softness is "floating and soft". Pizza Hut and KFC represent two different dining modes. KFC and McDonald's are fast food. Pizza restaurants, represented by Pizza Hut, are different from Hamburg restaurants in family style and comfort, full-service service, elegant style and relaxed and comfortable atmosphere. However, the advantages of each brand in the multi-brand strategy can not be ignored, especially when dealing with competition. On the shelves of department stores, Procter & Gamble's shampoos are lined up, so the chances of competitors entering the market are smaller. Pizza Hut and KFC, which belong to the same group, often have a surprise effect when they cooperate with each other. Chen Wenshan cited a small example. The New World Shopping Mall has a dining area of 1,111 square meters. If it is given to McDonald's, it will be unbearable. If it is given to KFC and Pizza Hut, it will be just right. It will be misplaced and will not affect each other, and it will strengthen its competitive advantage. McDonald's branch in the New World has not opened yet. Joining forces is a strategic need, but most of the time, Pizza Hut and KFC fight alone in their respective target markets. KFC's per capita consumption is between 17 yuan and 21 yuan, so it can even choose to open a shop near a residential area; The per capita consumption of Pizza Hut reaches 41 yuan -51 yuan, which determines that it mostly opens restaurants in the downtown area. If Beijing is divided into three business districts: A, B and C, KFC's branches are mostly in the C business district, while Pizza Hut opens branches in the B business district or above. The catering industry in China, especially the fast food industry, only sees the chain operation of foreign fast food, so we always open foreign fast food wherever we advertise. In fact, catering business is far from simple, and it has extremely complex industry characteristics, such as market size, development trend, competitive power, industry entry barriers and consumers' choice ability. Why? In October, 1998-1997, PepsiCo Group was separated from PepsiCo Group, and established the world's largest catering group-Yum! Global Catering Group, with three original member companies, and announced to become a member of Yum! Global Catering Group. The reporter noted that both the global action of Pizza Hut and its expansion in China began in 1998. Since 1998, Pizza Hut has decided to change its new logo around the world. On the one hand, it takes advantage of the independence of Yum! Global Restaurant Group from Pepsi Group, and on the other hand, it also meets the needs of the situation. In a more open and free world, consumers prefer a more avant-garde and younger image. Almost in sync with the world, Pizza Hut decided to increase investment and adjust its image and positioning in China from 1998, which is also the result of internal and external factors. Chen Wenshan said that Pizza Hut entered the Beijing market in 1991 in cooperation with a company controlled by a Thai consortium to carry out franchise business. The company did not specialize in catering, so the impulse to develop was not great. In 1998, when the contract expired, Pizza Hut took the opportunity to take back the restaurant. At the same time, taking advantage of the independence of the group, it decided to fully enter the China market with professional attitude and professional standards, and large-scale adjustment was imperative. This is the internal cause. More importantly, the results of China's reform and opening up are beginning to be harvested, and people's living standards have been greatly improved. Chen Wenshan, the former operation manager of East China, has a deep understanding of this. "Before 1995, the so-called foreign fast food was basically in the seller's market. Who would study the quality of service, the surrounding area was noisy and the bathroom was not clean? Now people in the industry must consider the issues of competitive advantage and market segmentation. The McCann War is the signal. " "We believe that with the emergence of a middle class, the concept of a leisure restaurant represented by Pizza Hut will definitely get a response." The so-called leisure restaurant is different from "12 gold medals" Chinese catering, KFC-style self-service fast food, and even less a western-style big meal. It is a catering mode with the theme of "leisure and comfort", which is quite different from fast food and Chinese food with a large market in terms of environmental layout, menu design, service mode and customer demand. In fact, a large number of similar theme restaurants, such as FREDY's, HODROK's, Australia's Stone Rock Burning, and Pension Nailong, have appeared recently, confirming the existence of this market. From this point of view, we can't complain that Thai-funded companies are not developing fast, not that they don't report (return the report), and the time is not up. "Let's let KFC explore the market first." Chen Wenshan said half jokingly. KFC's "attacking the city and plundering the land" in China has cultivated a large number of potential consumers for Pizza Hut. This strategy, whether active choice or active adaptation, is the result of Pizza Hut's rich operating experience. In the post-fast food era, the Pizza Hut logo is undoubtedly the "declaration of independence" of Yum! Global Restaurant Group-"Here we come." As far as China is concerned, when Dongzhimen Restaurant, the first restaurant opened in Pizza Hut, turned 11, "Marking Ascension to Heaven" was like Pizza Hut's "Venus Project"-"It's our turn to perform after so many years of dormancy." For consumers, we may just accidentally find that the logo of Pizza Hut has changed, but for a multinational group, this may be a reflection of a strategic step from the top of the group. Strategic analysis and planning will have a far-reaching impact on every restaurant in the world. According to Chen Wenshan, at present, Pizza Hut has opened more than 41 restaurants in China's North China market, East China market, South China market and Guangdong market. Since last year, all the restaurants have been renovated, including logo, restaurant decoration and tableware. The renovation cost of some restaurants reached 2 million yuan, such as Beijing Fuwai Restaurant and Beizhan Restaurant. In the middle and late September, Shenyang in the northeast and Chengdu in the southwest will each open a restaurant, and Pizza Hut will expand at a rate of about 21 restaurants every year in the future. This restaurant model can be called standardized quality, such as pizza making. A good pizza must have four characteristics: fresh crust, good cheese, top pizza sauce and fresh stuffing. The bottom of the cake must be made every day, and the flour used to make the cake is generally ground from Grade A wheat in spring and winter. Authentic pizzas generally use Mozzarella cheese which is rich in protein, vitamins, minerals and calcium but low in calories. Pizza is generally divided into three sizes according to its size: 6-inch (cut into 4 pieces), 9-inch (cut into 6 pieces) and 12-inch (cut into 8 pieces), and divided into thick and thin according to its thickness; According to the production method, it can be divided into two kinds: iron plate pizza and boundless pizza, and so on. For example, you can enjoy the same quality service wherever you go. The basic steps of dining service in Pizza Hut include five contents: 1. Greet customers in time and arrange them to sit down; 2. Order quickly and correctly and repeat orders; 3. Understand the needs of customers and provide services such as napkins and refills at any time; 4. Confirm whether the product is correct before offering it, and provide customers with the service of the first slice of pizza; 5. Ask the customer's satisfaction with the product when submitting the bill. In foreign countries, the growth of hamburger restaurants has been very limited, and customers are gradually confined to teenagers and people who are eager to eat. The customer base of leisure restaurants will increase greatly in the foreseeable time, and it has greater potential in developing countries like China. As you can imagine, a post-fast food era is coming.