Hot pot, in general, is a pot as a utensil, with a heat source to burn pots, water or soup to boil, to shabu-shabu food cooking, but also refers to the pot used in this way of cooking. It is characterized by the fact that the food is eaten while it is being cooked, or that the pot itself is insulated so that the food is still hot when it is eaten, and the soup is served in a single bowl. Similar dishes can be found all over the world, but are especially popular in East Asia. Hot pot now eat now hot, spicy and salty fresh, oil and not greasy, sweating, hearty extreme, relieve depression and dehumidification, suitable for the climate of the mountains and rivers, now the development of mandarin ducks pot, spicy and light respectively, each take what they need, young and old savory, to the winter of the best products.

Typical hot pot ingredients include a variety of meat, seafood, vegetables, soy products, mushrooms, egg products, etc., which will be put into the boiling water or special soup pot bottom hot cooked after eating. Some of them are also dipped in flavoring and served together.

Overview

Xinxiang Fresh Lamb House is located at No. 120 Renmin Road in Xinxiang City, which is just a short bus ride away from the 31 bus stop at the City Cross. The name "Fresh Lamb House" may be unfamiliar to the average diner, but in a mainland city like Xinxiang, authentic Inner Mongolian shabu-shabu is even more rare.

Fresh Lamb House was founded in December 2001 in Baotou, the "hotpot capital" of Inner Mongolia. With its novel three flavors of hot pot, unique five soup flavors, eight pot base combination, excellent quality of Inner Mongolia special fresh lamb floor meat, coupled with a strong Chinese traditional food culture with profound modern marketing management and a success. In the highly competitive hot pot industry to rise, so as to become a bright catering star.

Headquartered in Baotou, Inner Mongolia, Inner Mongolia Fresh Lamb House Catering Co., Ltd. has been the State Administration for Industry and Commerce Trademark Registration, the three flavors of hot pot and lamb processing new technology has been awarded the national two patents. December 2003 and was named by the China Culinary Association, "Green Catering Enterprises," the title. Fresh Lamb House people with a high degree of responsibility and dedication to quality brand, integrity and development, while gradually forming a set of franchise, planning, training, distribution, management, marketing, professional management model. Now in the country to develop more than 300 franchises, 90 regional general agents. And is an unstoppable speed to the rapid expansion of the country.

The company's goal is: to create the first brand of Chinese hot pot industry. Service tenet is: customer first, in all aspects of the realization of customer satisfaction rate of 100%. Fresh Lamb House was created in 2001, the production concept continues to innovate, in the country to create more than 300 franchise chain stores. The company in the process of rapid development, to maintain a solid, steady consistent style, realistic, innovative style to drive the overall corporate outlook to improve, promote the fresh lamb floor chain business into a new level.

Environmental Analysis

1. Macro/Micro Environmental Analysis

In order to understand shabu-shabu, it is important to understand the origin of shabu-shabu. The legend of shabu-shabu originated in the Yuan Dynasty. In that year, Yuan Shizuizu Kublai commanded a large army on an expedition to the south. During one of his marches, he was reminded of his hometown dish, lamb stew, and ordered his men to kill the lamb and make a fire. Cooks know that his temperament, and then in a hurry, the knife cut down more than ten slices of thin meat, put in boiling water and stir a few times, to be a change in meat color, and immediately fished into a bowl, sprinkled with fine salt. Kublai Lie even ate a few bowls turned on his horse and led the army to meet the enemy, the result was a victory. In organizing the celebration of the banquet, Kublai Lie especially ordered the mutton slices. Chef busy with strong influence, when Jin Yong in the mouth Fuju's Beijing head office after tasting the mouth Fuju mutton, this praise, and in the store inscription. Officially, Koufuju's good quality of food has gained the public's reputation. In addition, there are other hot pot restaurants in Xinxiang such as "Old Beijing" Shabu Shabu Square, "Grassland Xingfa" Hot Pot Restaurant, "Changlaishun" Lamb Stew, and Bamboo Garden Hot Pot City, etc., which have a certain degree of influence and good reputation in different areas of Xinxiang. The hot pot restaurants such as "Chang Lai Shun" red stewed mutton, bamboo garden hot pot city in different areas of Xinxiang city have a certain influence and good reputation and influence.

In such a competitive market, it would be difficult for Fresh Lamb House to survive without some unique advantages, and Fresh Lamb House has fully realized this and gradually developed its own unique method of making shabu-shabu, which is also its own way of cooking Inner Mongolia's lamb in such a way as to give it a different and pure taste.

Fresh Lamb House has 10,000 acres of lamb production bases, and every piece of lamb you taste is carefully selected from the freshly slaughtered, processed and sliced lamb. Fresh Lamb House selects all lambs within one year of age through a number of processes such as de-acidification, de-tendonization, detoxification and other refinement. It is characterized by tender meat that does not get old after a long time of shabu-shabu. Eating it often has the effect of tonifying the qi and kidneys, nourishing the yin and yang, warming the stomach and strengthening the body, and is especially effective for those who have just recovered from illnesses. The first original three-flavored hot pot has been chained across the country, occupying a certain market and winning a reputation. The store comes with the introduction of the mountain treasures soup, only drink without shabu, with health care, eye care, moisturize the lungs and eliminate toxins in the body of the efficacy, very suitable for office workers to eat. The cumin red soup is red in color, spicy and refreshing, with a long aftertaste, which has the effect of appetizing the spleen, removing dampness, eliminating wind and eliminating fatigue, and is a merchant's food for leisure on weekends. This product is not greasy, spicy and not dry, eat for a long time do not get tired. People feel in the fresh lamb floor store is not only delicious food, but also meticulous, comprehensive service, so that people have a meal at home as cozy. It is this 'good products and good service, is now and later fresh lamb floor based on the fundamental.

Adhere to the principle of the customer as God, wholeheartedly customer-centered service and business is every business must adhere to the guidelines. Fresh Lamb House in doing so at the same time, the neighboring competitors are also launching their own new dishes, new food and new ways to eat. Therefore, Fresh Lamb House must realize this and stick to it for a long time to always be at the forefront of market competition.

Three, 4p analysis

In the marketing process of the enterprise, 4p this process has a significant impact. The 4p's in the marketing mix concept are product, price, place and promotion. This 4p ( product, price, place, promotion) is the marketing process can be controlled by the factors, but also the main means of marketing activities, the specific use of them, the formation of the enterprise's marketing strategy; their use of good or bad, but also profoundly affect the fate of the enterprise in the future.

1. Product

As a hotpot restaurant, Fresh Lamb Restaurant's main product is undoubtedly hotpot-related products. The specialty of Fresh Lamb House is shabu-shabu, which is the strength of Fresh Lamb House and also the signature food that Fresh Lamb House should focus on. In addition, all food products in the restaurant should be centered on shabu-shabu, which is the direction that the restaurant should adhere to now and in the future, and all other products should be centered on it without any doubt.

2. Price

Fresh Lamb House has a store area of 230 square meters, with a capacity of 150 square meters. Due to the size of the store and the consumption habits of the people in Xinxiang, the per capita consumption of Fresh Lamb House is only 25 RMB per person. This price is totally acceptable to the general consumers. Therefore, compared with other large-scale stores, fresh lamb floor obviously has a certain price advantage. Fresh Lamb House should capitalize on this advantage, without lowering the quality of meals and service quality, to attract more middle and lower class consumers.

3, place (place)

Fresh Lamb House is located in Xinxiang City, People's Road, No. 120, People's Road is Xinxiang's new busier streets, the flow of traffic is very large, especially on weekends and at night, there are a lot of consumers on this road. Some of the more upscale residential district from the fresh lamb building is very close, coupled with the people's road in Xinxiang's important geographic location and the surrounding developed transportation environment, all for the fresh lamb building business has brought certain advantages, very conducive to the promotion of the corporate culture and in the general public in the erection of a good reputation.