Dicos- The three major strategic achievement western-style fast food third brand.docVIP

 PAGE \* MERGEFORMAT 7 Dicos: The three major strategic achievement western-style fast food third brand According to the China Chain Store amp;amp; Franchise Association (CCFA) 2006 Nian 4 Yue 7 released news: Dicos Following the 2002 re-elected in 2005 after China’s outstanding franchise brand. As of the end of 2005, Dicos in the country’s main store number over 500, ranking third in China’s Western-style fast-food brand, and pressed China on a number of stores in Western-style fast-food McDonald’s in second place. Dicos in 1994, began to open its first store in Chengdu in 1996, was acquired by Taiwan’s Ting Hsin. As a late-coming fast-food brand, Dicos is how to grow up in just a decade, China’s top three Western-style fast food it? Dicos the course of development through in-depth research, I believe that Dicos giants in the international fast-food chain McDonald’s, Kentucky Fried Chicken’s caught between the ‘mad’ growth, the key lies in the development of the three competitive strategies. 1, site selection strategy: encircling the cities from rural areas Geographical choice of chain enterprises is a strategic choice, it means what kind of chain enterprises to enter the geographic market, what kind of geographical and what kind of rivals to compete. In fact, Dicos in 1996 to 1998, had a blood chamber and the McDonald’s and KFC in the first-line cities head-on confrontation, just two years in 13 major cities was established 54 direct sales stores. However, as the brand influence is too small, high operating costs, Dicos assets under management. In this case, Dicos broken wrist and forced it to close in Beijing, Shanghai, Guangzhou and other regional outlets. Subsequently Dicos learn to take ‘rural areas surrounding the cities’ strategies, for McDonald’s, Kentucky Fried Chicken too busy to take into account the domestic 23 cities in march, the main attack northwest of the market. Entering the city of choice, Dicos choose only those non-agricultural popul