In order to fulfill the mission of BNUBS to "Promoting business and culture to serve the nation and the world by creating knowledge and developing talents.", further expand the brand influence of the MBA in BNUBS, and enhance the practical ability and innovative thinking of MBA students, BNUBS held the FinalMBA Management Case Elite Competition --- The Marketing Innovation Project of Beijing Huatian Catering Holding Group on June 2, 2024.The competition was organized by MBA Education Center of BNUBS, organized by MBA Association of Beijing Normal University, MBA Cultural and Creative Club of Beijing Normal University, co-organized by Jingshi New Media Center, supported by Beijing Huatian Catering Holding Group Co., LTD., sponsored by Minsheng Bank Deshengmen Branch and AIA Insurance. More than 200 students attended the course.

The MBA Management Case Elite Competition of Beijing Normal University takes Beijing Huatian Group as the actual case object, and provides corresponding marketing solutions for the three time-honored catering brands of Beijing Huatian Group, Qingfeng Baozi Shop, Eryouju and Tongheju. Since the competition was launched on March 25, 2024, a total of 13 groups and nearly 120 students have signed up for the competition.On the basis of analyzing the current status of the brand, all the participating teams integrate basic theories, research results and marketing data to design marketing plans that meet the actual conditions of each brand, and use innovative methods to tell the story of the time-honored brand and make the time-honored brand breathe new life. After a fierce rematch on May 19, a total of 10 teams advanced to the final that night.

Figure 1: The Final of Beijing Normal University MBA Management Case Elite Competition

Jia Feiyue, President of Beijing Catering Industry Association, Party Secretary and Chairman of Huatian Group, Bai Sensen, Party Committee member and deputy general manager of Huatian Group, Zhao Tong, president of Peking University Digital Marketing Research Institute, Li Dan, brand expert of Digital Marketing Research Institute, Pan Ke, brand expert of Digital Marketing Research Institute,Xiao Mingchao,well-known trend marketing expert, and other entrepreneurs attended the competition. The chairman of the MBA Association of the Central University of Finance and Economics and other brother schools and previous outstanding alumni were invited to attend the game.

Before the final, Qi Yudong, Dean of BNUBS, and Jia Feiyue, president of Beijing Catering Industry Association, Party Secretary and chairman of Beijing Huatian Catering Holding Group Co., Ltd. delivered speeches for the event respectively.In his speech, Dean Qi Yudong congratulated the 10 teams that entered the final competition, and said that the MBA Management Case Elite Competition is almost a "real ammunition" business battle platform, and the participating teams can fully participate in the analysis and discussion of social and economic hot cases through the professional questions of the judges and the practical feedback of corporate guests during the competition, make strategic choices, master the art of management, and be familiar with the laws of the market. He hopes that in the final, he can not only see more comprehensive and detailed marketing plans of each team, but also transform what they have learned in the competition into their own ability and quality, but also establish deeper cooperative relations with enterprises through more ways to jointly promote the construction and development of marketing discipline.In his speech, President Jia Feiyue expressed his gratitude to the organization and planning of the MBA Education Center of BNUBS, and affirmed the achievements of the marketing programs completed by the participating teams. He said that participating in the Elite Competition of Management cases is a new attempt and exploration of campus cooperation and exchange of Beijing Huatian Group, and it also brings new ideas and horizons to the marketing communication of time-honored brands, and brings different inspiration and help to the innovation and development of enterprises.

Figure 2: Speech by Professor Qi Yudong, Dean BNUBS

Figure 3: Speech by Jia Feiyue, President of Beijing Catering Industry Association and Party Secretary and Chairman of Beijing Huatian Catering Holding Group Co., LTD

Then, based on the selected brands, the 10 teams entered the final stage in pairs to present their respective plans, and through the more confrontational links such as inter-group PK, judges' questions, and audience questions, on the basis of full analysis of brand status, combined with basic theories, research results and marketing data, detailed marketing implementation plans, theyshowed the highlights and innovation points of their respective programs, and frequently pushed the scene atmosphere to a climax.

Figure 4: Final PK of MBA Management Case Elite Competition of Beijing Normal University

After the 10 teams were all presented, expert judges such as Mr. Pan Ke, Mr. Zhao Tong and Ms. Li Dan commented on the performance of each team respectively. Finally, according to the scores of the expert judges, the Seven Fairies of Hua Tian, Five meat and three vegetables, and the Zhixue sub-team won the championship and the third place respectively. Mr. Jia Feiyue, the representative of the enterprise, Professor Sun Chuan, and Mr. Bai Sensen, the representative of the enterprise, awarded the trophies to the winning teams. At the same time, the winning team can also got cash, meal vouchers, cultural and creative gift packages and other rewards of different values provided by Beijing Huatian Group.

Figure 5: Expert judges' comments

Figure 6: Beijing Normal University MBA Management Case Elite Competition champion Asian third place award group photo

BNUBS MBA Management Case Elite Competition - The Marketing Innovation Project of Beijing Huatian Catering Holding Group was successfully concluded. This competition is one of the series of management practice activities organized by MBA Education Center, which is of great significance for our School to strengthen school-enterprise cooperation and explore innovative mode of collaborative education.

Contributed by MBA Education Center

Edited by Zhou Jianghua

Reviewed by Qi Yudong