Strategic Plan for Chester’s Project / Nalinee Nithicharonsed= แผนกลยุทธ์สำหรับร้านเชสเตอร์ /นลินี นิธิเจริญเศรษฐ์
- หน้า, ตาราง
The purpose of this study is to develop the strategic plan for Chester’s, the quick service restaurant owned by Charoen Pokphand Foods Public Company (CPF), It has been 30 years that Chester’s aims to deliver the best meal with best quality to the customers. However, with the high competition with the existing competitors such as KFC, BonChon and new comers such as Texas might pressure Chester’s in struggling to compete and gain competitive advantage. Prior to develop the strategic plan, there are many researches to study starting from the external and internal environment of the market industry narrow down to the company analysis to analyze the current and future trends and situations. Additionally, with the survey to study consumer behavior and factors which influence them to dine at fast food restaurant which help develop appropriate strategic plan for Chester’s. With all strategic plans including marketing strategy which mostly focus on developing new product such as product line extension and store redecoration to create new atmosphere which suit the target group of Chester’s. For operation strategy which mostly focus on inventory optimization and service improvement to create efficiency and effectiveness performance. Chester’s will be able to achieve their revenue target which is 5% increase yearly and positive bottom line which will be monitoring and measuring by Key Performance Indicator to ensure Chester’s already on track to achieve their goals.