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1、MarkrtingManagement國際營銷期末作業(yè)郭子鑒國經(jīng)1102班20115207Inthissemester,IhavelearnedmarketingmanagementfromteacherLiu.IbelieveitisthefirsttimethatIhaveachancetoknowmoredeeplyaboutproductandmarket.SoitistimeformetoapplywhatIhavelearnedthroughcasestudyofaChinesefastfoodchain,Dicos.
2、GeneralintroductionofDicosDicosisafastfoodchainintroducedfromTexas,UnitedStates.In1995,TaiwanTingHsinInternationalGrouppurchasedDicosandinitiallyinvestedheavily,hopingtousethisAmericanfastfoodbrandtocompeteagainstKentuckyFriedChicken(KFC)andMcDonald^indomesticmegaciti
3、es.However,ithadbeenprovedtobeunrealisticsoon,andDicosbegantoseekitswayinthesecond-andthird-tiercities.Dicossupplieswithprimaryfocusonfriedchicken,drinksanddessertsassecond.ItsfoodisverysimilartowhatKFCandMcDonald^offers.Ontheaspectofbrandinfluence,Dicosisunabletocomp
4、etewithKFCandMcDonald's.Italsofailstokeeppacewiththemintermsofinnovationandthequalityofthefood.Therefore,seekingitsownpositioninthesecond-andthird-tiercitiesmightbethemostreasonableplanforDicostoentertheindustry.Inthisway,properlymakinguseofthestrategy,Dicoshassuccess
5、fullyopened660storesinmainlandChina.IhavebeentoDicosonce.IwastoldthatDicoswaslesspricythanKFCandMcDonald^.ButitreallycostmealottopayforthemealinBeijing?Sotheamountreallydependsonwhetheryouhaveadiscountcardorcoupons.Ifyoudon^thaveadiscountcard,Iadviceyoudon'tgiveitatry
6、.IthasdoubledthecostofwhatIwouldpayforMcDonald^.Marketanalysis1.MarketsinmegacitiesDicosenteredthemarketinBeijingtwice.Itsfirstattemptwasin1996.Aftersevenyearsofstruggling,itclosedalldirect-salestoresin2003becauseofthepoorperformances.Thenattheendof2005,withenoughasse
7、tsaccumulatedfromitsoperationinthesecond-andthird-tiercities,DicosintendedtocompetewithKFCandMcDonald^again.InSeptember2005,DicosgrandlyopenedinFuliCityinBeijingEastThirdRingRoad,andplannedambitiouslytostrengthenitsfoundationinmegacitiesbyopening60-70branchesinbothBei
8、jingandShanghai.ComparingagainstKFCandMcDonald^,Dicoswillthentakeamarketshareof15%?However,basedontheoperationofthefollowing
