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Cafe de Coral Marketing Paper

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Cafe de Coral Marketing Paper
MKT B250 TMA1 Kwok Yiu Hung(Student ID:10919600)

Marketing Plan: Café de Coral Group

1. Introduction

Background information

This marketing plan is base on the quick service restaurant in Hong Kong market and the Café de Coral Group is focus in this plan. The Group was incorporated in October 1968, it is principally engaged in the food and catering industry as largest Chinese quick service restaurant group, maintaining a publicly recognized leadership position in the mass-market, quick service restaurant chain business, with vertical and horizontal diversification towards the food services, food processing and distribution, catering and hospitality sectors in Hong Kong.

It has prospered through the concept of customer oriented by increasing the environmental, product and services qualities. Besides, it combines the Chinese and Western food cultural in order to create the fashion of fast casual dining for health and nutritional lifestyle and provide a modern and warm experience for the customers.

2. Current Market Situation

3.1 Market Analysis

Café de Coral is a major Chinese quick service restaurant chain in Hong Kong. Following is an overview of the potential in the catering market and a specific review of the fast food restaurant market.

(a) Overview of the opportunities in the catering market * Hong Kong probably is the most welcomed tourist attraction in Asia. By the forecast of the World Tourism Organization, Hong Kong is the fifth most frequently visited destination in the world, accounted for 57 million visitors per year by year 2020 (InvestHK, 2012). * The majority of tourist population is come from the Mainland China (InvestHK, 2012) and this would probably flavors the Chinese style cuisine or catering services. * The persistence of inflation in Hong Kong may induce the demand of fast food instead of ordinary or luxury cuisines.

(b) Specific review of the fast food restaurant market *


References: Café de Coral, 2012 http://www.cafedecoral.com Eastweek, 2011. http://dev.eastweek.com.hk/index.php?aid=19412 InvestHK, 2012.http://www.investhk.gov.hk/wp-content/uploads/2012/07/2012.07-foodservice-en.pdf Mingpao, 2011.http://marketing.mingpao.com/hkbrand/cfm/other.cfm?html=10c Commercial Radio, 2010.http://www.snb.hk/page/zh-tw/snb_report.aspx?ItemId=264449 Min Wage Research,2010. http://minwageresearch.blogspot.hk/2010/11/ongoing-cafe-de-coral-debacle.html CTS News, 2011. http://news.cts.com.tw/cnyes/money/201112/201112260900501.html Fairwood, 2012. http://www.fairwood.com.hk/jspwww/chi/profile.html Maxim, 2012. http://www.maxims.com.hk/en/about/cat_01_a.asp
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