摘要: The commissioning company for this advisory report is Swiss Butchery, a Shanghai-based butchery store chain active in China. The company was founded in 2015 and its core business activity is retailing afocused range of high-qualit... 展开 The commissioning company for this advisory report is Swiss Butchery, a Shanghai-based butchery store chain active in China. The company was founded in 2015 and its core business activity is retailing afocused range of high-quality imported and local food products, with a focus on fresh and home-made and processed products. The aim of the company is‘to bring a world-class meat experience, that is comparable or better than home.’The company operates 4 brick-and-mortar stores and an online store, is in complete control of its sourcing chain and has its own production facility. The company aims to further introduce the Chinese market to high-quality imported meat products and Western-style cooking by offering a deepened variety of high-quality, fresh products. The company has seen successful business amongst expat consumers and now intends to adapt its strategy to more accurately cater to local consumers. This advisory report is guided by the following research question:“What strategic changes does Swiss Butchery need to make to their market positioning, product portfolio and business operations to better target, attract and retain local (Chinese) customers?”In order to gather the data required to answerthe main research question, an external analysis, consumer needs analysis and internal analysis have been conducted. The outcomes of this advisory report are based on both desk-and field research, conducted through qualitative and quantitative research techniques. Firstly, to outline the position of food retailers in the Chinese market in regard to consumer behavior, product portfolio and brand image, an external analysis has been conducted. The external analysis focused on the food retail industry, whichis home to a strong degree of rivalry. This creates a high-risk and high-reward market. The market is seen to become increasingly difficult in regards to customer loyalty and requires a strong focus on keeping up with the competition. However, the marketholds a large compound annual growth rate and rapidly developing new e-commerce modes are implemented at a high rate. New retail, an increased focus on food safety and quality, ethically sourced products and imported food provides large opportunities for players active on this market. Secondly,theconsumer needs analysis has focused on identifying what local consumers look for in smaller food retailers when making purchase-and repeat-purchase decisions. This analysis has indicated that optimal price category is in the higher-end segment of the market, where the company focuses on catering to the following primary buying motivations of the consumer: quality, traceability, service level, product assortment and foreign cuisine. The consumers have a set of 9 most important and desirable product features in their food shopping process, which are: (1) omnichannel store accessibility, (2) country of origin, (3) traceability, (4) usability, (5), cultural relevance, (6) innovative products, (7) cleanliness), (8) loyalty programs and (9) meal sets Hereafter,an internal environmentanalysis has been conducted. Through this analysis it became apparent that the company’s internal organization is relatively strong, but that the company has improvements to make in its marketing and brand positioning strategy. The company has been unable to accurately adjust its strategy towards Chinese consumers and should look at setting up a Chinese consumer focused product-, price and marketing strategy. Furthermore, the internal analysis has determined that whilst the company offers a home-delivery service, this home delivery is not up to par in comparison to its competitors. The company has some significant changes to make before they will be able to better target, attract and retainlocal customers. 收起