Hai Di Lao Case Analysis

STP I

1. Define and Analyze Market Segments

How is the market segmented?

Identify attributes valued by each segment

2. Select Target Segments

Evaluate each segment’s attractiveness

Determine which segment to focus

1. Articulate Desired Position in the Market

How are competitive offerings positioned?

How should our offering be positioned?

Should our offerings be repositioned?

Group 8 Hai Di Lao core competencies

1. What are the Hai Di Lao’s core competencies? Will you call dining in Hai Di Lao an experience? Is their service exceeding expectations?

Our group think Hai Di Lao can be successful in the present time is come from their strong brand that most people already recognized this restaurant as the best hotpot restaurant service. Which they established a good image of the company as a good service restaurant that not just only have a reputation in the test and quality of the product. From this reason the customers service is the mainly core competency of the company, which provide best quality service for their customer that drive from their efficiency employees. For this reason it make Hai Di Lao contribute their employees to be highly motivated, and they also create the culture that make their employee have a strong learning ability to make their employees provide a high-quality service to the customer that make them feel that they didn’t come to the restaurant for just have lunch or dinner but they will face a new experience every time when they come to Hai Di Lao that will more than ordinary restaurant. Furthermore the way that employees have learn from the company culture, which emphasize in respect customers and focus on customer satisfaction, will make their service can be exceed customers’ expectations to maximize the customer satisfaction.

1. What kind of stories have you heard about their exceptional service? Where did you hear about them? Did they intrigue you into checking this restaurant out?

We normally heard the reputation of Hi Di Lao from the mouth of other people such as family, friends or other who have been there before. Which most stories that we heard about this restaurant is the good service that you can feel it since you were in front of the restaurant until going back home. They also explain the detail of the high qualities services from the staffs that provide many things that will make you feel very convenient and over their expectation. So after heard this kind of story, we feel that they can intrigue us to go and have experience in a good service and high quality products with a good tests at least one time because it very interesting that people were talk about the service more that the test of food that can make the differentiation from another restaurant.