Marketing Strategy Report of Panda Restaurant Group
Marketing Strategy Report of Panda Restaurant Group
Abstract:
As the largest and fastest growing Asian restaurant company in U.S., main business of Panda Restaurant Group Inn. covers 39 states or region. In the period of fast expansion, PRG always keeps its traditional features and carries out the modern corporation management. However, PRG also faces so many challenges caused by diverse cultures and market changes. This research provides marketing strategies for PRG after the analysis of External Environment Trends, Internal Analysis and Consumer Behavior.
Key Words: External Environment Trends, Consumer Behavior,
Market Segmentation, Target Segment, SWOT analysis,
4P analysis.
1.1 Mission Statement:
“Deliver exceptional Asian dining experiences by building an organization where people are inspired to better their lives” is Panda’s Mission. Unlike some other restaurant companies with Chinese backgrounds, Panda Restaurant Groups Inn. Seems more People-oriented, it always put people at the forefront of its success, investing in countless tools for professional advancement as well as personal growth. The company’s significant expansion plans mean unparalleled opportunities for those with a passion for Panda.
PRG’s company values are being proactive, respect/win-win, growth, great operations and giving. In fact, Panda has been committed to delivering on this commitment to every consumer and partner for a long time. Panda not only want to satisfied its customers, it but also want to promote its own corporate cultures and stories to customers and get their positive feedback in order to encourage each other to better their lives.
It is no doubt that PRG is a “mixed-blood”. Between American cultures and Chinese traditions, there is a huge gap. Panda wants to show both characteristics of two kinds of cultures and values. In the future, Panda want to undertake more responsibilities to contribute to the consumer, the partner, the media and the
Abstract:
As the largest and fastest growing Asian restaurant company in U.S., main business of Panda Restaurant Group Inn. covers 39 states or region. In the period of fast expansion, PRG always keeps its traditional features and carries out the modern corporation management. However, PRG also faces so many challenges caused by diverse cultures and market changes. This research provides marketing strategies for PRG after the analysis of External Environment Trends, Internal Analysis and Consumer Behavior.
Key Words: External Environment Trends, Consumer Behavior,
Market Segmentation, Target Segment, SWOT analysis,
4P analysis.
1.1 Mission Statement:
“Deliver exceptional Asian dining experiences by building an organization where people are inspired to better their lives” is Panda’s Mission. Unlike some other restaurant companies with Chinese backgrounds, Panda Restaurant Groups Inn. Seems more People-oriented, it always put people at the forefront of its success, investing in countless tools for professional advancement as well as personal growth. The company’s significant expansion plans mean unparalleled opportunities for those with a passion for Panda.
PRG’s company values are being proactive, respect/win-win, growth, great operations and giving. In fact, Panda has been committed to delivering on this commitment to every consumer and partner for a long time. Panda not only want to satisfied its customers, it but also want to promote its own corporate cultures and stories to customers and get their positive feedback in order to encourage each other to better their lives.
It is no doubt that PRG is a “mixed-blood”. Between American cultures and Chinese traditions, there is a huge gap. Panda wants to show both characteristics of two kinds of cultures and values. In the future, Panda want to undertake more responsibilities to contribute to the consumer, the partner, the media and the
Bibliography: http://update.wsj.com -Wall Street Journal http://www.pandacares.org/ - Panda Restaurant Group website http://iris.nyit.edu/~apoczter/ Endnotes: