Cafe de Coral Marketing Paper

Words: 2252
Pages: 10

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
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2.3.4 Threats
(a) High Rental Cost
The rent in Hong Kong is almost the highest among the world. According to the report of SingTao, about 40% of production cost is rental cost. And the rental cost keeps increase every year by 30% to 50%. Some of the restaurant cannot afford the high rental cost and go bankrupt in recent year.

(b) Price of Ingredient Increase
Under persistence of the appreciation in RMB, the price of food ingredient keeps increasing. According to the report of SingTao, the price of food ingredient increasing by 25% which is 35% to 45% of the production cost.

3.4 Competitor Analysis

There are two major direct competitor in Hong Kong include Maxim and Fairwood. And there are some other indirect competitor including international chain fast food restaurant, Chinese restaurant, local style cha chaan teng, etc.

Fairwood's quick service restaurants serve mainly Chinese food. Its menu is frequently changed with seasonal favorites. Despite its Chinese predominance, its menu is enriched by the adoption of Western dishes that have been carefully redesigned to suit local tastes in order to enhance its attractiveness. Also, Fairwood's philosophy has always been to provide a wide range of good quality Chinese and Western cuisine at affordable prices in a bright, clean and modern ambience.

Maxim’s quick service restaurants are bringing to customers a variety of quality dishes, a new interior and