Marketing objectives based on the opportunities arising from the situational analysis, present a clear international, medium-term marketing strategy and finally discuss the marketing mix recommendations to deliver the strategy.The chain restaurant was founded, in 1994, in Sichuan Province, China (Hai Di Lao 2012, p. At its early stage, it was a just small shop known for its hot and spicy soup, but later it expanded its menu choice. Zhang Yong, the CEO of the organisation, came from a small village in Sichuan. In the course of almost two decades, the company has gone to own over 80 marketing stores based in Beijing, Tianjin, Nanjing, Shanghai and many other key cities (Dan 2011, p. Its first outlet in the United States was opened in Los Angeles, California, in September 2013 (Odell, 2013, p. Anyone in China who has visited the restaurant can attest to the top-class customer service that is offered there; even those who have not visited the restaurant know about this service. The organisation has also been awarded over 10 times in Shaanxi, Sichuan and Henan. The restaurant was chosen as "The most popular hot pot restaurant" from 2008 to 2011 (Odell, 2013, p. In 2011, the company received the reward for "China well-know trademark" (Odell, 2013, p.The first strength is honor brand. The second strength is Innovation of services and products. The next strength is advanced management mode. The last strength is Difficult to replicate of service model (Hai Di Lao 2012, p.The main weakness is Operating simplification. Hai Di Lao success lies on its unique service concept, and a single operation product has become a hurdle to limit its development in UK market (Hai Di Lao 2012, p. The second weakness is smaller coverage and the last weakness is price disadvantage (BBC News 2012, p.The most important opportunity is Chinese hot pot as a most unique way of eating, increasing number of British people like it, the proportion occupied by the British public in the diet is growing (Atkinson & Brown 2009, p. The second opportunity is this is a first Hot Pot chain enter the UK market and the last opportunity is there are a lot of Chinese in UK.The first threat is food safety and quality control system more stringent (Atkinson & Brown 2009, p. The next threat is there are a lot of competitors in UK, such as other Chinese restaurant, Japan restaurant, India restaurant, Italian restaurant and so on (BBC News 2012, p.Even though, there are numerous ethnic
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