Cafe De Coral analysis

Topics: China, Fast food restaurant, Hong Kong, KFC, Food, Fast food / Pages: 12 (2888 words) / Published: Nov 10th, 2013
Company Background
Café De Coral, established in 1968, operates over 140 self-service fast food restaurants in Hong Kong, which is the largest Chinese restaurant chain in Hong Kong. In 1986, Café De Coral became an issued company in Hong Kong Stock Exchange. Later Café De Coral expands its business in various city and countries such as Hong Kong, Macau, Guangdong and other Western countries. The restaurant currently serves about 300,000 customers per day. Café De Coral takes the advantage of broad experience in the fast food industry and makes it to become the biggest and most successful brand in Hong Kong.

1. Perform a SWOT analysis on Café De Coral
1.1 Strength
Awards for its management excellence
In the previous years, Café De Coral has strived for its excellence for the past several decades. In 1994, Café De Coral got the first prize "The Hong Kong Q-Mark for Excellence in Quality" awarded by The Hong Kong Q-Mark Council Federation of Hong Kong Industries. And then at the next several years, Café De Coral continued to maintain its good quality of food and services and got prices every year. Last year, Café De Coral got the prizes called "A Recognized Quality Restaurant for 10 years" awarded by Hong Kong Tourism Board and "Most Popular QTS Merchant Award Online Voting in Mainland China" awarded by Quality Tourism Services Association. Among these two rewards, Café De Coral also got awards from various media like U Magazine, East Week, Ming Pao, Sing Tao, etc. All these rewards can ensure the position of Café De Coral in the fast food field as a top food provider in Hong Kong.

Café De Coral has built loyalty in a strong sense over the years and counting
Café De Coral is doing well in its management and marketing strategies. In 2006, Café De Coral launched “Club 100” membership scheme, in order to provide discount. This marketing strategy focuses on consolidating and increasing the loyal customers. Until 2011, the Club 100 members reach 160,000.


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