個案資料

Between 2016 and 2019, Jijihong Catering Management Co. Ltd. (Jijihong)—a well-established company in Jiangxi Province, China—encountered a plateau in its development as the number of its chain stores consistently stagnated at around 80 and never surpassed 100. To address this growth challenge, in January 2019, the general manager of Jijihong led her team to proactively adjust the company’s strategy. They decided to discontinue various company sub-brands, focusing instead on a single brand (Jijihong) and a single business (spicy hot pot) within a single market (Jiangxi). Before the new strategy could produce significant results, however, the outbreak of the COVID-19 pandemic in 2020 completely altered the competitive landscape of and set new development trends in the hot pot industry, disrupting Jijihong’s development plans.

This case is suitable for courses such as brand management, strategic brand management, and marketing, and can be used to cover topics related to brand and market positioning. The ideal time to use this case is in the middle to later stages of a course, allowing students to apply the knowledge they have learned in the earlier part of the semester to comprehensively analyze the content of the case. The case is primarily designed for full-time graduate students in business administration, but can also be used for undergraduate students. Participants with some work experience or managerial knowledge can also benefit from an in-depth study of this case. After working through the case and assignment questions, students will be able to do the following:<br><br><ul><li>Explain the four-Cs model and conduct a comprehensive diagnosis and analysis of the enterprise’s brand management issues, gaining insights into the specific reasons prompting the company’s need for brand repositioning.</li><li>Define the consumption psychology and behaviour of the Generation Z consumer group and understand their characteristics and influencing factors.</li><li>Describe the fundamental steps of brand positioning formation that assist businesses in establishing a unique brand image and personality in the market.</li><li>Utilize the five-Ps model of brand positioning to understand how companies execute brand positioning.</li></ul>

• Jijihong Catering Management
• hot-pot industry
• brand strategy
• growth plateau
• diversified strategy
• brand positioning
• COVID-19
• pandemic
• enterprise brand management
• brand repositioning
• Generation Z consumers
• consumption psychology
• brand image
• 5Ps model
• market positioning
• strategic brand management
• marketing
• graduate students
• undergraduate students
• case analysis
• 4C model
• sustainable growth
• brand personality
• diagnosis
• influencing factors