Business Strategy of Cafe de Coral Essay

783 Words Nov 23rd, 2012 4 Pages
2012/12/3

Business Strategy Group Project (Café De Coral)

Introduction • Café de Coral Group is a listed company at • • the Hong Kong Stock Exchange The group has over 580 operational units Own different brand name: Oliver’s Super Sandwiches, Spaghetti House, Bristol M, Ah Yee Leng Tong…

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Introduction • Focus on Café de Coral fast food shop • They opened its first shop in Causeway Bay • Over 140 shops, serving more than 300,000
Hong Kong customers daily

Original Vision

No vision statements in current!

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Original Mission Statements
“To establish Café de Coral Holdings as a distinguished corporation in the food and catering industry as the world’s largest Chinese quick service
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Weighted Score

0.30 0.25 0.10 0.20 0.15 1.00

3 3 3 3 3 3

0.9 0.75 0.30 0.60 0.45

4 4 3 3 3 3.55

1.20 1.00 0.30 0.60 0.45

2 2 2 3 3 2.35

0.60 0.50 0.20 0.60 0.45

External Factor Evaluation (EFE) Matrix
Key External Factors Opportunities Overall Market Size Increasing Annual Market Growth Rate Low Technological Requirement Threats High Competitive Intensity High Inflationary Vulnerability High Customer Demand Environment Impact Social impact TOTAL 0.30 0.15 0.20 0.05 0.05 1.00 3 2 3 3 2 0.9 0.3 0.6 0.15 0.10 2.80 0.05 0.10 0.10 3 3 3 0.15 0.30 0.30 Weight Rating Weighted Score

5

2012/12/3

Summary of Internal Assessment
Strengths
1 2 3 4 5 Large market share Good reputation on brand name Good promotional effectiveness Sufficient material supplies Design specific menu

Weaknesses
1 2 3 4 5 Low share growth Controlling of productive quality Lack of central food processing plant Customer responsiveness High turnover rate of middle management and front-line employees

Internal Factor Evaluation (IFE) Matrix
Key Internal Factors Strengths
Large market share

Weight

Rating

Weighted Score 0.80 0.40 0.30 0.30 0.30

0.20 0.10 0.10 0.10 0.10

4 4 3 3 3

Good reputation on brand name
Good promotional effectiveness Sufficient material supplies Design specific menu

Weakness
Low share growth Controlling of productive quality Lack of central food processing plant Customer responsiveness High turnover rate of middle management

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