Strategy Marketing
Strategic Marketing Management
Project
2011-2012
Topic: Café de Coral
21905F/4B
Cheung Ho Tang
Lau Wing Sze
Leung Wing Kit
Ng Chi Man
Table of content
Cover Page
Content
Executive Summary
Introduction
Analysis of current market situation:
-PEST Analysis
-SWOT Analysis
-Michael’ Porter’s Five Forces Model
Business portfolio Analysis:
-GE Matrix
-Growth Strategies
-Positioning strategies
-Conclusion and recommendation
Executive Summary
We are going to do project in order to figure out problem found in the portfolio of Café De Carol. Since it shown that the growth rate of the sale and revenue in slow slope, so we try to research and plan strategy to help the company, by using the methodology in Strategic Marketing Management to solve. That would be involving GE matrix, Positioning, Growth Strategy.
We aim for to find out the business strength level and business attractiveness level, also analyze which position and place is Café De Carol right in.
On the other hand, figure out the point of difference with other competitors as well as give solve method to increase the attractiveness is more important.
Introduction
Café de Coral Group (0341) is the largest publicly listed Chinese Fast Food restaurant group in the world with over 330 outlets in Asia Pacific region, and over 200 quick service restaurants in North America. Among a total of over 540 outlets, over 120 outlets and 75 outlets are operated under the household name of Café de Coral and New Asia Dabao, whereas over 200 outlets are operating under the leading brand of Manchu Wok and 20 outlets operating under the name of Oliver's Super Sandwiches. Specialty restaurants include Spaghetti House, Bravo le Café, Super Super Congee and Noodles, Bistro M and Ah Yee Leng Tong, as well as the well-established institutional catering business under the tradename of Asia Pacific Catering.
PEST Analysis
Political
Import requirements for food are imposed for public
Project
2011-2012
Topic: Café de Coral
21905F/4B
Cheung Ho Tang
Lau Wing Sze
Leung Wing Kit
Ng Chi Man
Table of content
Cover Page
Content
Executive Summary
Introduction
Analysis of current market situation:
-PEST Analysis
-SWOT Analysis
-Michael’ Porter’s Five Forces Model
Business portfolio Analysis:
-GE Matrix
-Growth Strategies
-Positioning strategies
-Conclusion and recommendation
Executive Summary
We are going to do project in order to figure out problem found in the portfolio of Café De Carol. Since it shown that the growth rate of the sale and revenue in slow slope, so we try to research and plan strategy to help the company, by using the methodology in Strategic Marketing Management to solve. That would be involving GE matrix, Positioning, Growth Strategy.
We aim for to find out the business strength level and business attractiveness level, also analyze which position and place is Café De Carol right in.
On the other hand, figure out the point of difference with other competitors as well as give solve method to increase the attractiveness is more important.
Introduction
Café de Coral Group (0341) is the largest publicly listed Chinese Fast Food restaurant group in the world with over 330 outlets in Asia Pacific region, and over 200 quick service restaurants in North America. Among a total of over 540 outlets, over 120 outlets and 75 outlets are operated under the household name of Café de Coral and New Asia Dabao, whereas over 200 outlets are operating under the leading brand of Manchu Wok and 20 outlets operating under the name of Oliver's Super Sandwiches. Specialty restaurants include Spaghetti House, Bravo le Café, Super Super Congee and Noodles, Bistro M and Ah Yee Leng Tong, as well as the well-established institutional catering business under the tradename of Asia Pacific Catering.
PEST Analysis
Political
Import requirements for food are imposed for public