Cafe de Coral Marketing Paper

2260 WordsJan 14, 201310 Pages
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…show more content…
International chain fast food restaurant like McDonald, KFC are indirect competitor of Café de Coral. These types of fast food restaurant are western style, usually with French fries and hamburger. Their target customers are general public with different nationality and culture. And they are especially focus on young people market. Chinese restaurants are focus on the middle age and elder market. They provide traditional Chinese dished like dim sum for customer. They are not position as quick service restaurant and they provide a place for customer eating slowly and chatting with family, friends and co-workers. Local style cha chaan teng are focus on low-mid income working class market. They are quick service restaurant provide affordable dishes for customer. The envirnment of cha chaan teng are crowded and noisy which is not suitable for having a relaxing and comfortable dinning experience. 3.5 Customer Analysis 2.5.1Market Segments (a) Segment A - Visitor from China: The segment consists of visitors who are Chinese residents and having a Chinese style eating habit. (b) Segment B – Family: The segment consists of people who usually have dinner outside and do not cook their dinner at home with small family size. (c) Segment C – Teenager and young adult: The segment consists of people who ages are between 15 and 45 and they enjoy gathering with friend. 2.5.2 Bases or variables
Open Document