Assignment on Marketing Application for Original Chicken

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BTEC Center of Hefei University of Technology
Student Register
ID N866657 Student Name Chenminghao Zhen
Program Pearson BTEC Level 4 Higher Nationals in Business
Unit No. & Title Unit 2 Marketing Essentials
Academic Year 2020-2021 Semester 1
Tutor Marcia Jiajie Liu Internal Verifier Simin Chen
Assignment No. 1 of 1 Assignment
Format Presentation, Plan
Assignment Title Marketing Application for Original Chicken
Issue Date September 7th, 2020
Submission
Deadline June 30, 2021
Actual submission date: December 31rd, 2020
Student’s Declaration
I certify that the work submitted for this assignment is of my own and all research
sources of this work are fully acknowledged.
Student
signature:
Date: 2021
June 30,

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BTEC Center of Hefei University of Technology
Marketing plan
Executive summary
Original Chicken is affiliated to Anhui Laoxiang Chicken Catering Co., LTD.,
which is the largest fast- food chain in Anhui province. Formerly known as Feixi Old hen,
it was officially renamed original Chicken after brand upgrading in 2012.A youthful,
auspicious, green "fellow countryman chicken" has been deeply into the life of Anhui
people, become the first choice for people to eat out. In 2003, On the basis of 20 years of
raising tuji and becoming the largest chicken enterprise in Anhui province, Mr. Shu
Congxuan founded the first fast food restaurant featuring tuji and local chicken soup and
named it "Fexi Old Hen".In 2012, after the introduction of more excellent management
talents and more advanced business concepts, Fexi Old Hen ushered in the brand upgrade
and officially changed its name to original Chicken. Hometown native chickens to insist
to use the most authentic into material, person of hometown chicken research and
development team in specialty "FeiXi old mother chicken soup" taste more delicious at
the same time, also constantly, the development of bamboo shoots steamed chicken
wings, chicken juice, dried fish, chicken feet steamed bean rice, vanilla chicken wing
series, such as food, to "healthy, nutritious, delicious, quick" features, won the majority of
consumers (lxjchina.cn., 2020).
As reflected by the market data, we found that the brand awareness of original
chicken is not very high, and many People in Anhui do not know or even do not know the
existence of original chicken. Therefore, we believe that it is necessary to increase the
publicity of its own brand, so that consumers have a deeper understanding of the brand.
Through the investigation, we find that the catering industry is extremely hot and
crowded, not only with many brands, but also with various types. Set meals: East Asian
fast food, Yonghe soybean milk, etc.; noodle: Aunty dumpling, Aunty dumpling,
Jinnengtong, Zhangsheng and Xiaolongbao, etc.; Western fast food: KFC, McDonald's,

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BTEC Center of Hefei University of Technology
etc. Market competition is very fierce, and improving effective market share is the most
difficult and important part for an enterprise. By improving market share, it can further
reduce costs and achieve economies of scale, so as to maximize corporate profits.
Current marketing situation
The customer group of xiang Ji is mainly white-collar young people who pursue
fashion from 18 to 30. This part of people has strong curiosity, accept new things quickly
and pursue higher quality of life. There are plenty of competitors, such as KFC and
McDonald's. In Anhui Province, the Engel's coefficient has been gradually decreasing in
recent years. Original Chicken restaurant is uniformly decorated with wood color as the
main color and green as the auxiliary color, which gives people a kind of cordial feeling.
Moreover, it has its own professional logistics system to ensure the freshness and hygiene
of raw materials. The raw materials of original chicken are all from their own breeding
base. The natural environment and scientific management guarantee the reliability and
safety of food materials. The modern factory building and advanced production
equipment used by original Chicken have fundamentally solved the problem of
standardization of Chinese fast food. The quality and safety management of original
chicken is based on the internationally recognized management system --HACCP hazard
analysis critical control point and ISO9000 quality management system, which strictly
guarantees the quality of food materials. Original Chicken company also has a research
center for dishes, mainly for the innovation and transformation of the eight cuisines,
especially for anhui cuisine to carry forward and innovate.
Market description
At present, the development of China's fast food industry is still in the stage of
reference, imitation and accumulation, and has not formed a system and scale.\But the
fast food consumption market and supply market has basically formed, in the coastal and
inland some large and medium-sized cities, tourist cities and economically more
developed areas, fast food has become a business trip, tourism, business contacts and

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BTEC Center of Hefei University of Technology
other floating population and working class, students and people out of activities to eat an
indispensable demand. It is predicted that the increment of China's fast- food industry will
reach 200 billion yuan at the beginning of this century. This is the largest and most
attractive profit unit in China's commodity market and labor market, which is bound to
trigger fierce competition, thus creating a new industrial platform and new industrial
echelon. According to the survey, Chinese fast food is still the main business of China's
fast food market at present. Among the fast- food enterprises surveyed,78.9% are Chinese
fast- food restaurants, while 21.1% are Western fast- food restaurants. According to the
statistics of the Bureau of Domestic Trade in 2000, the turnover of Western-style fast food
in China accounted for 1/3 of the Chinese fast food market share. Despite the growing
popularity of Western fast food, Chinese fast food still occupies most of the domestic fast
food market with its price advantage and taste advantage in the main consumption levels.
Product review
There is chicken soup, set meals, steamed dishes, cold dishes, noodles and drinks. The
signature dish of Chicken is "Fexi Lao mu Chicken Soup", which uses high-quality
native chickens from dabie Mountain ecology as raw materials. After unique
processing technology, it has been praised as "one of the best dishes in China" by
consumers. At the same time, the research and development team of laoxiang chicken
also constantly bring forth the new, developed a variety of "chicken" as the core series
of dishes, the main characteristics of the product for "health, nutrition, delicious, fast".
As far as products are concerned, Chinese fast food is mostly based on the set meal of
covered rice. There are many deficiencies in this product, such as: too many products,
no taste characteristics, too strong commonality, too little personality, unclear
nutrition ingredients, and poor product standard. All the products of original chicken
are made from pure old hens, which can give the products obvious labels and
highlight the characteristics of the products. "Feixi Laomu chicken soup" is the focus
of highlighting its nutritional value, which is also one of the competitiveness of
Chinese fast food and Western fast food. So these two characteristics of the product