swot analysis of Dicos in Zhengzhou:

Advantages:

Internal advantages: 1. Dicos is a national fast food chain, which was "settled" in China in 1994. Now it has grown to thousands, and its influence is comparable to McDonald's and KFC. Brand influence in China is very great.

2. Based on the rapid development of fast food industry, McDonald's insists on taking children as the center, KFC insists on taking young women as the center, and Dicos insists on taking a diversified route.

3. The franchise fee of Dicos is much cheaper than that of KFC and McDonald's. KFC is not allowed to join now, but it needs at least 5 million yuan to operate, and McDonald's needs 2.5 million to 3.2 million yuan. Dicos needs 2.3 million to 2 million.

4. Compared with McDonald's and KFC, the price of food in restaurants is cheaper and more acceptable to everyone.

External advantages: 1. Convenient traffic conditions, street-oriented, prosperous area in the west of Zhengzhou, near the Bishagang business district in Zhengzhou.

2. The design style of the restaurant is unique. Compared with other fast food restaurants, Dicos uses orange as the main color, and blue and yellow as the auxiliary instruments. The restaurant style gives people a warm and hospitable feeling.

3. The catering culture is more diversified. Dicos' products are more in line with the tastes of China people. Add rice, which is in line with the tastes of China people.

Disadvantages: 1. The competitiveness is not strong. Most of the chain fast food markets in China are occupied by national chain organizations such as McDonald's and KFC. As a latecomer, Dicos still faces great challenges.

2. In terms of crowd consumption, most people know little about Dicos, and their reputation is not as good as that of KFC and McDonald's.

3. The product update of Dicos is not as good as that of McCann.

Opportunities: 1. There is still great room for the development of fast food culture in Zhengzhou

2. The development of China's market economy makes the development of second-and third-tier cities such as Zhengzhou better and better, which gives Dicos the opportunity to develop in Zhengzhou.

3. The marketing strategy in Zhengzhou is unique.

4. The franchise fees of KFC and McDonald's are relatively high, while the entry threshold of Dicos is relatively low.

post-81s and post-91s have more patriotic feelings and support domestic products.

6. The product supply is flexible. Can operate differently

Threat: Not in the prosperous location of Zhengzhou, and the competitiveness is not very strong. The flow of people is not very large.

The taste and taste of the product are still somewhat different from KFC and McDonald's.