Research Topics: Cafe De Coral Strategic Marketing

Café De Coral: Change Implementation

A.     Executive Summary 1) Summary of Issues and Reasons for Change The growing issues of obesity and health-related problems have become the driving force for many food industries to implement changes in the way they promote their business.  For example, different food industries are faced with problems on how to make their company more appealing to the customers. Having a good public image is the problem of many food industries. With this, different food industries try to implement some changes in its marketing approach and attempt to give focus on the Integrated Marketing Communication.  The purpose of this report is about the agenda for a change management programme which will be implemented in Café de Coral. 2) Description of Change In order for an organisation or industry to be more competitive in the marketplace, the management must always see to it that they use a management system and strategy that would sustain the capability, strength and competitive position. It is essential that the management team and the organization should be open minded in considering changes so as to cope and adapt to the latest development that are happening within and outside their environment. Industries which consider changes with their management system or any other critical aspects of their business operation are those industries which are aware of the positive benefits that these changes may bring.  In many ways, change can make work easier, pave the way for future innovations or generally improve people’s lives.  Similarly, change has been adapted by various work organizations for varied reasons. In this report, the changes will focus on the marketing approach of Café de Coral, specifically in the implementation of the Integrated Marketing Communication.  Herein, the renewed vision will be provided and other aspects which are important for the successful implementation of change will also be given. B.   Prescription of Change Café de Coral is known to be one of the popular Chinese fast food brands in the world.  The company is operating in different parts of the world and providing services in different customers.  However, despite of the established brand of Café De Coral and contrary to its previous achievements; it seems that there is a need for the management to redefine its image. The current growing and bustling population is obviously different from the population of the previous decades in terms of health and nutritional attitudes and behaviours. Today, People are more concerned with their health and figures than ever before. Obviously, the reason for this increased awareness is because of the fact that information is everywhere and every reports and research about diet seem to link fast foods with the growing number of fatness. Furthermore, there is also a number of emerging diet programs that promote and encourage the public to be figure conscious. This would be a problem for Café De Coral because it has already gained the reputation of a fast food while competitors have already made measures to reduce fats in their products. The company needs to do something about and shift its positive image back. This calls for a new integrated marketing communication plan that should be appealing to current customers. The campaign should make the Café de Coral brand as something that is irresistible, then followed with the information that its products are already health friendly. In this approach, positive changes will be made. As the management realise these innovation or needs, Café de Coral decides to implement such changes the soonest possible time. 1)   Vision for renewed Organization:       Innovation vision gives an uplifting and motivational statement of the ideal future or potentialities of the business. Herein, a simple vision statement integrated with the elements of the business’ strategy guarantees a sense of direction in which the whole industry can subscribe. Creating a vision, for example in innovation needs a prudent and careful thinking.  As mentioned above, the vision statement that should be created must be inspiring, challenging, realistic and believable.       It is recommended that the vision statement that must be used in the innovation plan of the company is the first vision statement: To be known as a food industry that provides a health-conscious sub-image that would be consistent with the latest trend of health awareness.        2)  Direction and scope of change       It can be said that the vision given above would be most suitable for the innovation in Café De Coral, since it adheres to the needs of the company on having a good reputation which can be recognised not only by the consumer of this generation but also to the future.  In addition, this vision also provides a clear view on the main goal of initiating the innovation in line with the marketing strategy of Café De Coral, particularly the implementation of Integrated Marketing Communication. Further, this vision can also be referred to us enthusiastic and motivational, since it allows the stakeholders to have in mind that the company will have a competitive position since its target is not only to provide quality and satisfying products (meals) but also healthy and nutritious. 3)  Speed of Change In this initiating the new Integrated Marketing Communication for Café De Coral, it is recommended that the changes will be implemented the soonest possible time. Herein, the company may impose such change in 6 months. 4)  Café De Coral Changes The marketing concept has been defined as ‘the key to achieving organisational goals’ and the marketing concept rests on ‘market focus, customer orientation, coordinated marketing and profitability’. In a profit making business like Café De Coral, the firm obviously has to try and achieve this level of customer satisfaction as a way of staying ahead of the competition and making a profit. Specifically, this change will give emphasis on the Integrated Marketing Campaign (IMC) as part of the marketing strategy of the company. Integrated Marketing Campaign aims to adopt a new health-conscious sub-image that would be consistent with the latest trend of health awareness and the growing concern in obesity among children and target market. In addition, its goal is to   introduce the adoption of a new, separate low-fat menu for children, intended to counter the growing bad publicity being thrown at Cafe de Coral’s. The company is also aware that this kind of strategy which gives importance to the health of consumer would effectively inform their target market about the nutritional value of their food products and how they are different from the traditional Cafe de Coral’s meals.  In addition, the innovation of Integrated Marketing Communication that would be implemented may be able to provide an effective advertising and public relations campaign that would successfully introduce the new Cafe de Coral’s to the public. D.  Proposed Action/Implementation Plan/Action Plan             This part of the report will give focus in the implementation plan that Café de Coral must follow. In order to implement the new Integrated Marketing Communication for Café De Coral, the company must be able to follow the following Action Plan.  The model that will be used in this implementation plan is the Force Field Analysis Model. 1)       Leveraging Change To implement the changes properly, it is important to consider an analysis model which will help the company. In this particular change, Force Field analysis will be used.  Force Field Analysis is an approach for looking at all the aspects for and against a certain decision.              That the need for change is higher than its opposing premises. Hence, the implementation of Integrated Marketing Communication for Café De Coral is really needed by the company. In the analysis, it seems that the change is viable.  In order to avoid some problems, the management should see to it that the purpose and objective of the said change are disseminated properly within the organization. In addition, the finance management should allocate enough budgets to sustain the implementation of the change and the management must see to it that they efficiently implement the said changes in Café de Coral. 2)       Renewing Structure and Systems The initial implementation of the change may take place as soon as the change management plan has been modified and disseminated properly among the chose managers, employees or staffs of Café de Coral who will be involved in the said project.  Since, the change process is the initiation of  Integrated Marketing Communication, the management team in this change process will focus advertising as it will not only inform the public about the changes in Café de Coral, but also needs to inform the public about the healthy improvements made and the sales promotions designed. In addition, a new commercial should be released that focuses on the new image of the company. It should show visuals and verbal encouragement in choosing healthy foods, or in particular, choosing the healthy products of Café de Coral. But the trick here is that the commercial should look like it favours the new healthy products more than the traditional products. The key is to emphasise the healthy options and then let the public decide. ·        People Skills As mentioned above, people are one of the essential factors that determines the success or even failure of the change process.  In addition, they can be characterized by all manner of shapes, sizes,  colors, ability levels and intelligence, sexual preferences, gender,  first and second languages,  national origins, religious beliefs, , personalities, and attitudes toward life and work priorities — and these are just a few of the essential aspects along which people vary. Hence, the management of Cafe de Coral, specifically those involved in the change process must be critically selected. The innovative capabilities most needed in this change implementation are those that normally fall under the heading of communication or interpersonal skills. In order to have a successful change management process in Cafe de Coral, the management and employees that initiate the change process has the ability to listen and listen actively, reaffirm, reflect, elucidate without interrogating, to draw out the speaker, to direct or channel a discussion.  In addition, the change agents are also able to plant ideas, and develop them. This is also helpful in order to avoid some resistance among other staffs. 3)       Tailoring Culture In order to tailor the culture aspects within Café de Coral, in line with its implementation of the Integrated Marketing Communication the normative re-educative strategy can be used. In this strategy, the people are considered as social beings attaches to unique cultural norms and values. This strategy is based on the idea that different people are inevitably active in order to satisfy their needs. In Café de Coral, this change strategy can be utilized appropriately, when the employees or the people in the organization have identified dissatisfaction due to different cultures and values.  If the company has been able to encounter conflicts due to cultural differences this method can be used.  The key aspect of its used is that, this strategy focus on not finding the best information to provide guidance on the rational process but to seek an effective and efficient relationship between the value of the whole system imposed by the organisation including the stakeholder and the values of the internal or external environment of the company. The changes can be done through redeployment or reorganisation, and redefining of the existing norms and values that is currently implemented within Café de Coral as well as adapting to new development brought by changes. 4)       Overcoming Resistance In order to overcome the anticipated resistance, the management should see to it that all information regarding the changes is properly disseminated.  In addition, the team manager who will be responsible for the implementation of IMC must highlight its innovation capability. a)  Ongoing innovation capability Implementation of the changes within Café de Coral requires an uncommonly broad and finely practiced set of innovation capabilities of the people within the Cafe de Coral.  ·        Political Innovative Capability Industries are considered as social structures. Without people there can be no institution. Lose sight of this reality and any would-be change agent will likely lose his or her head. In addition, organisations are fervently and strongly political. In this manner, change agents are being risky on not joining the political complexities. Hence, it is one of the most critical areas wherein the management or change agents involved in the change process within Cafe de Coral must make their own judgments and keep their own counsel. ·        Analytical Innovative Capability In implementation of changes, change agent must be able to avoid mistakes by becoming more analytical in every decision they made in line with the change process.  Herein, Insights are considered to be helpful, even functional, and sometimes shines with intelligence, but it is difficult to sell and may be impossible to defend. An articulate, sensible and well-argued analysis can be disregarded and even restrained, but not effectively contested and, in most instances, will carry the day. Two specific sets of innovative capability are very important here: (1) systems analysis or workflow operations, and (2) financial analysis. In this manner, the change agents of Cafe de Coral have the ability to separate and reassemble the systems or the operation focusing the change process in novel way. In addition the change agents of Cafe de Coral have been ability to identify the political and financial impacts of their implementation of changes. Furthermore, since Cafe de Coral is known to be an economically stable industry, the company also has the innovative capability in terms of financial and technological resources. With these innovative capabilities, the company may guarantee a successful implementation of change process. 5)       Leadership of Change In a change management process, the role of the management leader who will be involved in the process must also be highlighted.  In this manner, this part of the paper will provide the key roles of the management leader and member to ensure successful implementation of the changes in Café de Coral. Leadership style is the pattern of behavior used by a leader in attempting to influence group members and make decision regarding the mission, strategy, and operations of group activities. Applying the right leadership style in the right moment and situation is the best approach in effectively managing a change or decision situation. The transformational leadership style is the right one and the most used during the organizational change of strategies, and culture. In line with the change management process within Café de Coral, the leaders who will be responsible for the whole process must encourage and support innovation and open discussion of issues and ideas among the members so that challenges may become opportunities rather than threats. The leadership in a change management process creates a strategic vision, communicate that vision, model the vision, and build commitment to the vision by being consistently involved in the process of changing. By acting as role models, these chosen leaders must inspire employees to put the good of the whole organization above self interest. In addition, upon the implementation of the change process the team leader must also stimulate employees to be more innovative, and they themselves take personal risks and are not afraid to use different types of methods in order to achieve the collective vision. 6)  Communication Change             Communication is an important aspect of work organizations. Through effective interaction, colleagues are able to share insights and learn from each other’s strengths and expertise. Indeed, as other authors have stated, effective communication must always be practiced as it is significant to individual health as well as for the creation of positive relationships. Specifically, the ability to communicate directly affects an individual’s stress levels, self-esteem and relationship quality. In implementing or initiating a change management process or project, one of the most important tool the ensure success is the process of communication.  In this manner, both internal and external communication must be included. 2.2.1 Internal Communication within an organization goes beyond the concepts of effective speaking or listening, or what is commonly considered as linear communication. It is an interactive model which deals with feedback and reciprocal exchanges. According to surveys focusing on areas of improvement among corporations, communication is usually ranked first as an important element within the organization. Specifically, communication is recognized as an important aspect of an organization as it keeps employees well-informed and open to communication channels. Hence, the management must insure that there are open avenues for employees to communicate new ideas, grievances, input and feedback in line with the change management process. It is important that the communication provided by the organisation is clear and consistent from within all levels of the organisation. It must address both organisational and individual employee concerns.  Management behaviour will influence employee behaviour more than the words included in a communication. Employees assess the communication to see if the change meets their needs. Internal Communication is linked to performance, job satisfaction, job avoidance, market conditions, commitment, culture and turnover. Communication process is useful to the success the change process. Herein, a clearly articulated mission or vision statement is an essential part of building the image of the innovation in the minds of the employees. Therefore, effective internal communication is needed during, before and after the change process has been done. If poor internal communications exist, it could lead to lack of job satisfaction, increased job avoidance, reduced performance and commitment and an increase in turnover 2.2.2 External External communication refers to those stakeholders and other individuals which can be an essential part of the implementation of the change process. In this manner, the opinion of the key stakeholders who are not necessarily working within Café de Coral must also be valued. Laszlo and Jean-Franhois (2000) advised that customer involvement provides an opportunity for service companies to get direct and immediate feedback which may be helpful for the implementation of a certain project.  Effective external communications that educate customers and other stakeholders about the changes that will be implemented within the company and explaining to them the importance or significance of such innovation can also help in gaining the support of the external environment. External communication to the stakeholders outside the Cafe de Coral industry may be done through the use of different communication channels such as the internet Cafe de Coral’s website, or audio and video campaigns and printed materials such as magazines, newspapers. E.  Conclusion             The changes that will be implemented within Café de Coral are the used of Integrated Marketing Communication to enhance the company’s public image. In this manner, the company must be able to strategically plan the said changes and efficiently implement such change.  It can be concluded that if Café de Coral should consider a comprehensive implementation or action plan. The company will be sure of having a successful Integrated Marketing Communication.  Giving focus to the essential aspects of planning and implementation is the key to have successful changes within the organisation. Credit:ivythesis.typepad.com

Café De Coral: Change Implementation

A. Executive Summary 1) Summary of Issues and Reasons for Change The growing issues of obesity and health-related problems have beco...

Writing an essay report for senior management of an organisation acting as a consultant commenting on an organisational change process.

Writing an essay report for senior management of an organisation acting as a consultant commenting on an organisational change process. The organisation which I selected is Caf de Coral Group . The report should follow the below format. A) Executive Summary 1) summary of your report 2) relation/role with the organization B) Introduction / Background 1) Background information of the company Cafe de Coral Group (company nature, business, organization structure, mission, performance…etc (where appropriate & use appendix if necessary) 2) General Issues – What are the changes / concerns / problems / issues (eg decrease in efficiency, performance gap, declining business, unhealthy signs, expansion of business, introduction of new things: technology, management  philosophy, standards…etc.) 3) A brief description as an hint for later part C) Environmental Analysis / Environment and Drivers of Change 1) Environment Analysis: i) General: Static/Dynamic, Simple/Complex ii) External: Use PESTEL iii) Internal: Use Growth model iv) Current cultural state: Use cultural web for analysis 2) Analysis of Issues i) What factors from the above analysis make the change necessary ii) What are the scope of this change – That is: the area has changed or may need to change. Try to find a specific but nontrivial aspect. These may include one or more (unlikely all) of the followings: 1)Perople eg. high staffing cost, lack of some particular professionals/skills; to improve morale; lack of some kind of skills, new CEO etc. 2) System eg. implement of ISO9000/14000…etc. or a new office standards; Computerisation / office automation – ERP type changes, new procedures for new regulation / market lead to new system etc. 3) Structure eg. re-engineering, merger of 2 departments, integration of business, formulating of a new product line lead to new structure ets. 4) Mission eg. implementation of company missions, change of missions or business philosophy etc. 5) Culture eg. to foster particular value/culture, to eliminate particular traditions, new leadership, new business/working atmosphere etc. D) Sources of Resistance 1) Do you expect any resistance? – If yes, what are they? Their nature, sources: eg status quo, resistance from long serving “old” staff, structure…etc. – If no, why are you sure? Do you have contingency plan? E) Sources of Leadership 1) What is the existing leadership style? – Use leadership theories to describe your organization’s leadership 2) Whether it is adequate to lead the change? – With reference to change you mentioned above, comment whether the existing leadership can lead the change – Liz Clarke: Change Star Model: why change -> make it manageable -> shared approach -> reinforce team and individual F) Scenario 1) Write a no change scenario 2) Also write a change scenario G) Conclusion – decision to change (identify key issues a change program will need to address -> for next assignment (which will ask for help after this) – brief summary of the decision. H) Reference / Bibliography Credit:ivythesis.typepad.com

Writing an essay report for senior management of an organisation acting as a consultant commenting on an organisational change process.

Writing an essay report for senior management of an organisation acting as a consultant commenting on an organisational change proce...

Senior Management

src=”http://pagead2.googlesyndication.com/pagead/show_ads.js”> Prepare an essay report for senior management of the organization (Cafe© de Coral Group) identifying an agenda for a management of change programmed. ** This report need to and base on the 1st assignment which attached ** The report should follow the below format. A) Executive Summary 1) briefing sum up the problems/issues in the 1st assignment and saying/giving the reason for this 2nd part report 2) then sum up what changes you are going to recommend in this report B) Prescription for change (This part is bases on the 1st assignment. You identified the problems/issues in the 1st assignment and then prescribe a prescription or propose a change that fix the problems or settle the issues. Remember that the contents of this part is depending on the issues developed from the 1st assignment.) 1) Vision for renewed Organization: i) You may give a vision of the future desired state. (mission statement may be needed) e.g. the company is the market leader which provide the best quality products to valued customer e.g. the company is going to be flexible and more responsive to changing customers needs 2) Direction and scope of change: i) Your vision may lead to a different direction or scope of business/state that is different from the current one. Describes it in details. e.g. A change in business operation system such as implementing TOM, ISO systems etc.; or undergone a re-engineering process â€¦ etc. e.g. A transformation change: such as a change of business nature: from property development to infrastructure vs. from property development to bio-technological development â€¦ etc. 3) Speed of Change i) How long the change will last; ii) What is the pace (speed) i.e. going to complete in 3 months or 1 year â€¦etc. 3) Overall speaking: What is the change? D) Proposed Action/Implementation Plan/Action Plan You implementation plan for the above proposed (prescribed change) – Generate Solutions/Alternatives – Analysis of Solutions – Selection of the beat alternative(s) – Can any model/theory be applied to describe the company activities. – e.g. Lewina three phases model or – a simple model of management of change => how this model can apply to the company. (e.g. from how you recognize a problem, to evaluate the change) 1) Leveraging Change – Force-field analysis of your situation: ie. Listing and analyzing the supporting and resisting forces for the change using the Force field analysis model 2) Renewing Systems & Structure – Leverage: What are the desirable: – structure, systems, people and how to achieve them – What are the strategies to overcome anticipated / expected resistance e.g. Furnham strategies, conceptual blocks â€¦ etc. 3) Tailoring Culture – how to achieve the desirable culture – what the company will use to cultivate such culture e.g. integration programs such as training & development, mentoring, reinforcement â€¦ etc. 4) Overcoming Resistance 5) Leadership of Change – what kind of leadership is desirable in achieving the vision – eg. Leadership Theories: discuss some of the following theories to see which is more useful in leading your company change & why – Mintzberg Role Theory – French & Raven â€“ Power & Leadership – Leadership style – John Adair â€“ Action Centred Leadership (Please consider the pros and cons of the selected theories, not all the above are relevant to the case, please tailor made one or contrast two for the company only) 6) Communication Change – What are the mechanism/channel of communication and how to ensure that the message get across the org.: e.g. formal consultation, participation of staff from various level etc. E) Conclusion – Summary of major issues F) Reference / Bibliography Credit:ivythesis.typepad.com

Senior Management

src=”http://pagead2.googlesyndication.com/pagead/show_ads.js”> Prepare an essay report for senior management of the organization (Caf...

Develop a Brand Management

For a company of your choice, create and develop a brand management strategy including the development of brand name and logo. Please don’t do McDonald’s. Student should explain the basis on which the brand is to be valued, justify their brand decisions and demonstrate the role of marketing mix in supporting their development proposals. Company: Cafe de Coral – Hong Kong 1. Report Format 2. 2,000 words 3. Harvard Referencing http://library.curtin.edu.au/referencing/Harvard. PDF 4. – website search company background – what does the company do and their strategy – Brand elements Brief description of the Brand (around 200 words) 1. Introduction and History of the company 2. Types of brand – manufacturer – owned brand or distributor – owned brand or others 3. Product/service provided Brand Development Strategy of the company (around 500 words) 1. Brand elements (Memo ability, Meaningfulness, Liability, Transferability, Adaptability, Protect ability) 2. Brand positioning and values – brand positioning (target market, points of difference and parity) – brand values and brand mantras – Leverage of secondary associations Brand development Strategy of the company (around 500 words) 1. Role of marketing mix (4P) in supporting the brands Evaluation of Brand Development Strategy of the Company (around 200 words) Contradictory arguments (around 400 words) Recommendations (around 200 words) Credit:ivythesis.typepad.com

Develop a Brand Management

For a company of your choice, create and develop a brand management strategy including the development of brand name and logo. Pleas...

Sample Essay Cafe de Coral is the Largest Chinise Restaurant Chain in the World

Stratégique Brand Management Café de Corral – Hong Kong   Company Background             Café de Coral is the largest Chinese restaurant chain in the world. It is listed in the Hong Kong stock exchange. Café de Coral has different business operations and has managed to expand its business worldwide. “Major operations include fast food outlets, institutional catering, specialty restaurants, food manufacturing, distribution and other overseas food and beverage businesses” (Source: www.cafedecoralfastfood.com/eng/main/index’s).   Profile             Café de Coral is Hong Kong’s leading fast-food brand. The company is the undisputed market leader in Hong Kong and is currently serving an average of 300,000 customers everyday. The company boasts its broad experience in the food and catering industry that made them the biggest and most successful brand in Hong Kong. The company’s 34 years of proven experience has made them one of the market leaders in Asia.  Product             café de Coral offers a wide array of food to choose from. Its specially designed menu aims to meet every customer’s tastes and budgets. Café de Coral offers 100 items on the menu that are intended for customers that seek good food, fun dining experience and affordable prices. The food items are regularly rotated to offer the customers a variety of choices. The standard menus range from western cuisine to traditional Chinese dishes. The company also introduces new and innovative products regularly. Place Every restaurant is strategically located to reach the target markets and attract potential customers. Restaurants are located in different mixed use district, business core, shopping centers, industrial areas, private and public and housing estates. The restaurants are modern in terms of designs and have warm ambiance that encourages maximum customer flow.  People The staff at Café de Coral are friendly and warm. They are dedicated and energetic. The service team is properly trained in order to render high quality service to Café de Coral’s valued customers. Café de Corals customers are diverse. People from all walks of life and different backgrounds come to Café de Coral to experience the state of the art ambiance, best food and high quality service.  Promotion “Achieving A Hundred Points of Excellence” has been our commitment to our customers and is now a household catch phrase. As part of our on going campaign to strengthen the Café de Coral Brand, proactive advertising campaigns are launched on a continual basis. Through the campaign, the brand image has been further enhanced by positioning Café de Coral as a place not just for best taste and value meals but also a popular meeting place for all walks of life (Source: cafedecoral.com/web/sub/sbu1_2.htm). Prospect Café de Coral is dedicated to accommodating changing market needs and continues to uphold its reputation and status as the leader in the field of food service. Total dining experience is continuously being enriched by developing new products and constantly improving the facilities and incorporating exiting design concepts. The company is looking forward to establishing a stronger market lead in the Chinese market. Café de Coral is planning for China expansion.   History             The first Café de Coral opened in 1968 on Sugar Street, Causeway Bay. After years of hard work, Café de Coral evolved from a single outlet to a leading Chinese fast food chain with over 120 restaurants, serving over 300,000 customers daily (Source:www. cafedecoralfastfood.com/eng/company/company’s).   Products and Services Provided Signature Products  “Baked Pork Chop with Rice”, “Hot Pot”, “Chicken in Glutinous Rice” and “Tea with Milk” are all signature products of Café de Coral with huge success, but we don’t just stop there. We want to be better than the best and we never stop evaluating our signature products to make improvements, so that you always get the best without even having to ask for it. Premium Ingredients  Besides our well established menu, Café de Coral also explores into the realm of the newest tastes. We even introduced luxurious dishes that used to be served only in the most prestigious hotels and high-end dining restaurants, such as our Winter Melon Soup that comes in one-person portion, Shark’s Fin Soup, King Size Scallop and Camped ore Soup. You always get the best food with the best value for money at Café de Coral. Quality Control  Café de Coral insists so much on food quality that we set the strictest standard for every step, from merchandizing, cooking to storage. We also hire an independent team to examine and evaluate the quality of food at each branch. And you, as our customer, of course have the say – we conduct surveys regularly to understand what you need in terms of food and services (Source: www.cafedecoralfastfood.com/Eng/compagnie/company01.jsp).   Services  A Hundred Points of Excellence    “A Hundred Points of Excellence” is our motto and every one of the 10,000 Café de Coral employees treats “customer satisfaction” as a mission. We try our best to improve our service and food every minute so that you always get the best.     Staff Training Café de Coral provides training for employees on all levels regularly, to refine their individual skills and to improve their co-operation skills as a team. “Mystery shoppers” program is conducted to reveal the real service quality and employee’s attitude. This auto-amelioration is surely one vital step in elevating the standard of service (Source: www.cafedecoralfastfood.com/Eng/compagnie/company02.jsp).   Brand Development Strategy             One of the most important brand strategies that Cafe de Coral must develop is creating consumer demand by using advertising and promotion. The company must be able to communicate the brand effectively to the consumers. Café de Coral must continuously launch advertising campaigns in order to strengthen its Brand. Advertisements will be primarily used to build marketing relationship between the consumers and the company’s brand. The company is continuously growing with the aid of effective marketing studies that aim to identify opportunities for expansion, targeted marketing opportunities and discover new niches. The company is growing in a breath-taking rate with over 330 outlets in Asia Pacific region, and over 200 quick service restaurants in North America. The company has expanded its operations, which now include fast food, institutional catering, specialty restaurants, food manufacturing, distribution and other overseas food and beverage enterprises. The company is also determined to sustain customer loyalty by continuously improving the products, the ambiance of the restaurant and maintaining a high level of service quality. Café de Coral has developed a reputation of being both the best place to eat best taste and value meals and a place where from different backgrounds and social levels can meet and mingle. According to Hamlin (2000), the company offers a diverse menu so that the customers would visit more than once a week and have a different selection to choose from each time (p.22).  Café de Coral offers a menu that is specially designed to meet the tastes and budgets of every customer. It also introduces new products and seasonal products regularly. The stores are well designed and have a warm and relaxing environment that attracts different people. The stores are strategically located in areas where they can reach their target market and can gain access to potential customers.   Brand Elements 1. Memo ability and Recognition             The company must employ different advertisement campaigns in order to make the mainstay customers and potential customers remember the company and its products and service more. Because of the effective advertisements, Café de Coral is easily recognized and recalled by the customers. The company has successfully created a recognizable identity among their many communications and product lines. The company’s “Achieving a Hundred Points of Excellence’ has earned wide recognition and memo ability among its customers. 2. Meaningfulness             The company must use brand names, brand logos, brand symbols, brand slogans and brand characters that are descriptive, persuasive and interesting in order to attract the customers. These can be combinations of both visual and verbal approaches.   Brand Positioning             Category Membership is important in establishing and sustaining the company’s brand position. Attributes and image must be used to provide rationales that will give consumers reason to believe that Café de Coral’s brand has the benefit that implies membership in a category. Brand attribute must be used in order to create a point of difference. It is very important for the company to inform the customers of Café de Coral’s membership before stating its point-of-difference in relation to other category members. It is well known that Café de Coral is a fast food restaurant but it is important that the customers know what sets Café de Coral apart from other quick service restaurants such as McDonalds. The company must develop concurrent marketing programs where one features membership and the other the point-of-difference. Developing compelling points of difference is crucial to effective brand positioning. Café de Coral is known as the largest Chinese quick service restaurant chain in the world. The point of difference between Café de Coral and its biggest competitor, McDonalds is the menu, ambiance and service style. The company must focus on highlighting this edge and product development and improvements. The advertisement must convince the customers that Café de Coral offers the more superior products, ambiance and service quality together with affordable prices.   Marketing Mix Strategies             A carefully formulated marketing Mix is important in positioning Café de Coral in the customers’ minds. The elements of the marketing mix (product, promotion, price and distribution) are essential in order to carry out a brand management strategy. The aim of the marketing mix is to create a favorable customer view of Café de Coral using promotional messages, pricing strategy, mode of distribution and the product and service appearance.   1. Products             Café de Coral’s products and services are important in creating a favorable image of the company in the customers’ minds. This image is reflected in the customers’ perceptions and feelings about the products and services. Attention must be given to the benefits that the customers get from Café de Coral’s products and services. The customers must be convinced that the company is capable of giving them the benefits that they expect in order to attract them. Product decisions should include quality, features, options, style, brand name, packaging, services, and returns. Special attention must be given to quality.             Quality reflects differences among products or differences among services. As long as it is possible to create differences among products then it should be possible to create differences in quality. Even in cases where it is difficult to create differences, producers can still try to promote products through ‘perceived’ quality differences, i.e. the way in which they are perceived by the customer. Quality is a relative value that people attribute to things. It reflects people’s expectations concerning a product or service and how well it will provide the various benefits they require from using it. Fortunately, large groups of people have shared ideas about quality and it is possible to produce and market products and services that will meet with the perceptions of large groups of customers. Groups of customers sharing a common perception of a particular level of quality form market segments. A firm can direct its promotional messages to these groups of customers provided that it knows how to reach them. Product quality contributes to business profitability. It has been found to be positively related to market share and return on investment over a wide range of products and in different market situations (Proctor 2000, p.214). 2. Promotion             Café de Coral’s products and services must be noticed and must be trusted by the customers. This can only be achieved through an advertisement campaign that stands out. Advertisements must be able to catch the customers’ attention and deliver the message in an original way that will ensure customer memorably and recognition. The advertisements of Café de Coral must not only inform but it must also entertain to be able to attract customer attention and interest. Café de Coral must give emphasis to images because they have the “capacity to capture the essence of a thousand words” (Proctor 2000, p. 229). 3. Price             Due to stiff competition, Café de Coral must maintain a competition-oriented pricing. 4. Distribution             The distribution process of Café de Coral is direct distribution. Through direct distribution, the company has more control over marketing activities and reduces time spent in the channel. Credit:ivythesis.typepad.com

Sample Essay Cafe de Coral is the Largest Chinise Restaurant Chain in the World

Stratégique Brand Management Café de Corral – Hong Kong Company Background Café de Coral is the largest Chinese restauran...

Sample the Fast Food Business Focusing on Cafe De Coral Essay

Case Background The fast food business focusing on Café De Coral is more global than ever and international fast-food consumption continues to increase in popularity in the market as loyal customers form perceptions of fast-food outlets through communication, exposure to promotion from fast-food restaurants, past personal experience and some sources. It is accepted that fast-food marketing strategies should have a sound understanding of consumers’ perceptions and preferences for fast-food outlets and how they differ across cultures. The understanding can be helpful in targeting cultures to promote fast food and improving or amending their restaurants’ perceptions so that customer demand can be increased for a fast-food restaurant, promotional campaigns tailored to individual countries as it was called as whether Café De Coral as best fast-food restaurants are perceived across Hong Kong and other countries and whether its positioning can be improved and changed through careful and selective promotion within such diversity of fast-food restaurants as reflected in market strategies in Hong Kong’s Cafe de Coral. Café’ de Coral serves a wide variety of fast food, most of which is served sizzling on a single serving personal iron skillet. Cafe de Coral restaurant is in many ways a fast-food version of a traditional Chinese favorite served at most restaurants and reveals some interesting points about choices of foods made by a certain people, understanding what customers want is important in order for a restaurant to enhance their marketing strategies. Current Issues / Problems Café De Coral has problems in adhering to the fast phasing of market demands of fast moving goods and services as evident in the fast changes of competition environment within the focus of business and market value as substantial costs may result to as put into full operation in other markets. Failure of market entry and expanding business could be a fact for Café De Coral as some feasibility study could give inaccurate information in order to expand the production capacity without losing its discipline of some business control that may affect negatively with the process of branding power of Café de Coral and their continuous effort to upgrade the quality and standard of food and services, to protect the profit margin of our fast food operations from rising costs. Plans of Improvement In giving emphasis in providing useful recommendations of Café De Coral’s marketing operations and strategies, it is essential for the café to adopt to some useful shifts in enhancing food service packaging as the customers would want it in order to get fast food a much quicker in the phase of marketing process in operations and strategies. Café De Coral must adapt a possible option to make it bigger in the market scene like providing TV ads in pushing their product explaining how it’s bigger, has more ingredients and is more filling. The café should continue to have useful innovation that they should try and make their products look more attractive by packaging it individually and using bright colors – things that people don’t immediately look for but their subconscious does find more appealing. One good marketing strategy that Café De Coral can use is through getting their customers to start out at a young age and are offering kids toys with meals, especially toys that are part of a collection so that the children will insist on keep going back to the restaurant to get more toys and in turn – buy more food. Café De Coral must also live their business principles in relation to their critical success factors in terms of their advertising and promotion to maintain a competitive edge in the industry and in advertising. There are different kinds of gimmicks like the café could have a discounted food items if a customer will purchase two items, free gift items, raffle draws and a lot more. Proper Pricing such as price cuts and discounts are offered to increase sales. Food outlets that offer the most value for money are the popular ones and by providing high quality food that conforms to the taste of the consumer coupled with fast and efficient service in a clean environment is a big incentive to growth. Consumers have become even more discriminating and quality-conscious. Targeting the consumers’ taste buds mean upgrading the menu. This is one key in capturing more customers. The smooth operations of food outlets require a steady and adequate supply of raw materials. These companies must then establish tie-ups with reliable suppliers. For a possible investment, franchising is a good way to start. With franchising, there is already product identification. Café De Coral need have to acquire a well-managed logistics support system to run several business operations to make a strong impact as good marketing strategies mean having sufficient capital to support the marketing campaign. Café de Coral needed to upgrade its current system and implement a Business Management System in 199 outlets in Southern China to streamline business processes, improve productivity and enhance customer satisfaction.  Statement of the Problem             It is said that there are several positive and negative issues concerning the consulting in small businesses. Hence, the rationale of these positive and negative issues must be investigated and lessons must be learned and derived from this study. Purpose of the Study This study will be conducted in order to identify the positive and negative issues concerning the consulting in small businesses, and provide meaningful lessons such as learning their effective consultancy strategies.             This study will also aim to increase the awareness and provide a better understanding of the issues and problems concerning the consulting in small businesses in order to contribute an effective approach in addressing their problems. Significance of the Study If the positive and negative issues concerning the consulting in small businesses will be determined, this study will be a benefit to other small businesses experiencing problems gaining ground in their operations. Also, if effectiveness is supported, this study will be significant in developing underachieving small businesses as productive and effective entities in the future. Research Questions Specifically this study will address the following questions: 1.      What significant positive and negative issues concerning the consulting in small businesses were determined? 2.      What specific alternatives or measures can be done to help improve the performance of underachieving small businesses? Assumptions The research will be based on the following assumptions: (a) all participants will be utilizing the correct procedures as outlined in the guidelines for the specific methodology employed, and (b) all participants will answer questions honestly to the best of their ability. Limitations Time will be the greatest limitation to this research, which could hinder long-term outcome objectives. Environmental factors, such as socioeconomic status, will not be controlled, and this could create many variables within the research. As this study will utilize a small sample of respondents, the results may not effectively represent the general population.       Conceptual Framework                                                                 METHODOLOGY               This study will be conducted in order to determine the positive and negative issues concerning the consulting in small businesses. In this study, the interview method of data gathering will be utilized, with a combined total of 50 consultancy experts as participants. Methods of Research to be Used               For this study, the descriptive method will be utilized. In this method, it is possible that the study would be cheap and quick. It could also suggest unanticipated hypotheses. Nonetheless, it would be very hard to rule out alternative explanations and especially infer causations. Thus, this study will use the descriptive approach. This descriptive type of research utilizes observations in the study.  To illustrate the descriptive type of research, Creswell (1994) guided the researcher. The purpose of employing this method is to describe the nature of a situation, as it exists at the time of the study and to explore the cause/s of particular phenomena. The researcher opted to use this kind of research considering the desire of the researcher to obtain first hand data from the respondents so as to formulate rational and sound conclusions and recommendations for the study. To come up with pertinent findings and provide credible recommendations, this study will utilize two sources of research: primary and secondary.  Primary research data will be obtained through this new research study. Questionnaire survey and in-depth interview will be conducted. On the other hand, the secondary research data will be obtained from previous studies on the same topic.  The Research Design In order to come up with the most suitable research approaches and strategies for this study, the research process “onion” will be undertaken. This is because conducting a research is like peeling the back layers of an onion—in order to come to the central issue of how to collect the necessary data needed to answer the research questions and objectives, important layers should be first peeled away. With the said process, the researcher was able to create an outline on what measures are most appropriate to be applied in the study. Instruments to be used A self-administered questionnaire, or the type of questionnaire that is usually completed by respondents (Saunders et al, 2003), had been constructed by the researcher to gather the needed data. To further enhance the study on the customer satisfaction, the researcher prepared a survey-questionnaire wherein the respondents graded each statement             The decision was made to use a questionnaire for the data collection for this project due to the sensitivity of the information being obtained.  It is important for the respondents to be open and honest in their responses. The use of the questionnaire provides the researcher with the ability to test the views and attitudes of the patients.             The survey-questionnaires also will use open-ended questions to obtain as much information as possible about how the interviewee feels about the research topic.  Interviews will take between one and two hours. The questions that will be used during the interview will be based on the research questions for this project; they have been reviewed, refined and approved by the project supervisor. The researcher designed a semi-structured interview. Here, the researcher will encourage the interviewee to clarify vague statements and to further elaborate on brief comments. The interviewer did not share his/her own beliefs and opinions. Outputs achieved     The results of the interview among the 50 consultancy experts resulted in the following observations: 1)      Consulting in small businesses regarding financial issues will be very impractical. This is because in terms of financing resources, it seems that small businesses are on the disadvantage. The consultancy experts reported that smaller businesses finance a lower proportion of their investment externally, particularly because they make use of bank finance to lesser extent. Compared to large businesses, small businesses use significantly more informal finance. Furthermore, small businesses do not use disproportionately more leasing or trade finance compared to larger firms. Small businesses also finance their investment significantly less from government sources or development banks despite the fact that such programs are often politically justified as increasing financing for small firms. 2)      The consultancy experts stated that among the weaknesses of small businesses is their difficulty in financing and using of external knowledge resources. That particular task is stronger in large firms. However, small businesses can be consulted on flexibility issues. It is their flexibility which allows them to react immediately to changing environments. Flexibility is basically what is lacking most of the large businesses. 3)      The consultancy experts agreed that the current management trends can be associated with small businesses and therefore they can be consulted regarding this issue. The consultancy experts stated that strategic management is becoming more and more important to small businesses. Then, they also stressed that the characteristics of strategies in small businesses include: generally more informal, unstructured, irregular, and incomprehensive; have very often a tacit character and are incorporated by the entrepreneur and are not documented in strategic plans. 4)      On the other hand, the consultancy experts also confirmed that small businesses can also be consulted with regards to knowledge management. According to them, in order for small businesses to be successful in managing the knowledge they learn and experience along the way, they should have a sound strategic knowledge management practice. According to them, small businesses should manage knowledge intentionally and establish a formal knowledge system to become successful. 5)      The consultancy experts also stated that small businesses cannot be consulted with Information Technology issues. One of the reasons why small businesses are not using information technology is because of lack of financial of resources to sustain the cost of investment. The consultancy experts said that to be able to gain or achieve the benefits of information technology, an industry must be able to use the most improved and innovative information technology.  In this manner, the company must also have enough financial resources to invest in the high cost of information technology. Since small businesses have small capital compared to larger enterprises, some could not afford to invest on new business related operations like using information technology.  For them, the amount of investing in IT is a great risk because they still do not know whether such investment will succeed.  In addition, software’s, computers, and other IT related activities and services also need adequate funding for sustainability and maintenance.  Hence, because of the cost of investment, most of the small businesses do not use information technology.      6)      The consultancy experts stated that small businesses usually thrive in a changing environment, although it must not be unduly complex in terms of the number of variables involved or the speed of their changes. It is further suggested by the consultancy experts that the nimbleness of small businesses in response to change is due in part to the fact that senior managers or owners formulate strategies that are closely connected with the work of the organization and with other workers and managers. Control and tactical decision making is not separated and distanced from ownership or senior management. In other words, such firms tend to be task continuous; there is a close link between management, planning and the work activity. Larger firms on the other hand are task discontinuous; there tends to be a separate and discrete planning and management structure. 7)      The consultancy experts agreed that specialization requires a degree of stability so that the same task can be performed repeatedly and skills can be perfected. However, the strength of small businesses is in seeking new opportunities, as such specialist skills can quickly become redundant and the more flexible and adaptive generalist becomes more valuable. The small businesses reside in a changeable environment has a small output and is a flexible and responsive generalist organization. These firms are ideally suited to providing a variety of customized product and service combinations in response to constantly changing customer needs. Small businesses have less sophisticated, flexible and organic structures. They tend to adopt what is being described as ‘flexible specialization’. Credit:ivythesis.typepad.com

Sample the Fast Food Business Focusing on Cafe De Coral Essay

Case Background The fast food business focusing on Café De Coral is more global than ever and international fast-food consumption continu...

Strategic Marketing : The Café De Coral

MBA Strategic Marketing Organisation  is The Café De Coral The task is to investigate and describe the marketing operations, organisation and activities of the company and comment on those aspects of its strategy that you can identify. You should also make recommendations for improvements in its marketing operations and strategy. Outline 1)      Introduction 2)      Company background 3)      The Café De Coral’s marketing strategies – Strategy level a)      Market Segmentation b)      Targeting c)      Positioning 4)      The Café De Coral’s marketing strategies – Tactical level a)      Product b)      Price c)      Place (location) d)      Promotion 5)      Evaluation of The Café De Coral’s marketing practices a)      Industries Analysis b)      SWOT analysis 6)      Recommendations for improvements in its marketing operations and strategy 7)      Conclusion All research data used should be identified in the text and the bibliography.  Harvard referencing is required.   Credit:ivythesis.typepad.com

Strategic Marketing : The Café De Coral

MBA Strategic Marketing Organisation is The Café De Coral The task is to investigate and describe the marketing operations, organisation...

Strategic Brand Management of Café de Coral – Hong Kong

Strategic Brand Management Café de Coral – Hong Kong   Company Background             Café de Coral is the largest Chinese restaurant chain in the world. It is listed in the Hong Kong stock exchange. Café de Coral has different business operations and has managed to expand its business worldwide. “Major operations include fast food outlets, institutional catering, specialty restaurants, food manufacturing, distribution and other overseas food and beverage businesses” ().   Profile             Café de Coral is Hong Kong’s leading fast-food brand. The company is the undisputed market leader in Hong Kong and is currently serving an average of 300,000 customers everyday. The company boasts its broad experience in the food and catering industry that made them the biggest and most successful brand in Hong Kong. The company’s 34 years of proven experience has made them one of the market leaders in Asia.  Product             café de Coral offers a wide array of food to choose from. Its specially designed menu aims to meet every customer’s tastes and budgets. Café de Coral offers 100 items on the menu that are intended for customers that seek good food, fun dining experience and affordable prices. The food items are regularly rotated to offer the customers a variety of choices. The standard menus range from western cuisine to traditional Chinese dishes. The company also introduces new and innovative products regularly. Place Every restaurant is strategically located to reach the target markets and attract potential customers. Restaurants are located in different mixed use district, business core, shopping centers, industrial areas, private and public and housing estates. The restaurants are modern in terms of designs and have warm ambiance that encourages maximum customer flow.  People The staff at Café de Coral are friendly and warm. They are dedicated and energetic. The service team is properly trained in order to render high quality service to Café de Coral’s valued customers. Café de Corals customers are diverse. People from all walks of life and different backgrounds come to Café de Coral to experience the state of the art ambiance, best food and high quality service.  Promotion “Achieving A Hundred Points of Excellence” has been our commitment to our customers and is now a household catch phrase. As part of our on going campaign to strengthen the Café de Coral Brand, proactive advertising campaigns are launched on a continual basis. Through the campaign, the brand image has been further enhanced by positioning Café de Coral as a place not just for best taste and value meals but also a popular meeting place for all walks of life () Prospect Café de Coral is dedicated to accommodating changing market needs and continues to uphold its reputation and status as the leader in the field of food service. Total dining experience is continuously being enriched by developing new products and constantly improving the facilities and incorporating exiting design concepts. The company is looking forward to establishing a stronger market lead in the Chinese market. Café de Coral is planning for China expansion.   History             The first Café de Coral opened in 1968 on Sugar Street, Causeway Bay. After years of hard work, Café de Coral evolved from a single outlet to a leading Chinese fast food chain with over 120 restaurants, serving over 300,000 customersdaily ().   Products and Services Provided Signature Products  “Baked Pork Chop with Rice”, “Hot Pot”, “Chicken in Glutinous Rice” and “Tea with Milk” are all signature products of Café de Coral with huge success, but we don’t just stop there. We want to be better than the best and we never stop evaluating our signature products to make improvements, so that you always get the best without even having to ask for it. Premium Ingredients  Besides our well established menu, Café de Coral also explores into the realm of the newest tastes. We even introduced luxurious dishes that used to be served only in the most prestigious hotels and high-end dining restaurants, such as our Winter Melon Soup that comes in one-person portion, Shark’s Fin Soup, King Size Scallop and Campedore Soup. You always get the best food with the best value for money at Café de Coral. Quality Control  Café de Coral insists so much on food quality that we set the strictest standard for every step, from merchandizing, cooking to storage. We also hire an independent team to examine and evaluate the quality of food at each branch. And you, as our customer, of course have the say – we conduct surveys regularly to understand what you need in terms of food and services ().   Services  A Hundred Points of Excellence    “A Hundred Points of Excellence” is our motto and every one of the 10,000 Café de Coral employees treats “customer satisfaction” as a mission. We try our best to improve our service and food every minute so that you always get the best.     Staff Training Café de Coral provides training for employees on all levels regularly, to refine their individual skills and to improve their co-operation skills as a team. “Mystery shoppers” program is conducted to reveal the real service quality and employee’s attitude. This auto-amelioration is surely one vital step in elevating the standard of service ().   Brand Development Strategy             One of the most important brand strategies that Cafe de Coral must develop is creating consumer demand by using advertising and promotion. The company must be able to communicate the brand effectively to the consumers. Café de Coral must continuously launch advertising campaigns in order to strengthen its Brand. Advertisements will be primarily used to build marketing relationship between the consumers and the company’s brand. The company is continuously growing with the aid of effective marketing studies that aim to identify opportunities for expansion, targeted marketing opportunities and discover new niches. The company is growing in a breath-taking rate with over 330 outlets in Asia Pacific region, and over 200 quick service restaurants in North America. The company has expanded its operations, which now include fast food, institutional catering, specialty restaurants, food manufacturing, distribution and other overseas food and beverage enterprises. The company is also determined to sustain customer loyalty by continuously improving the products, the ambiance of the restaurant and maintaining a high level of service quality. Café de Coral has developed a reputation of being both the best place to eat best taste and value meals and a place where from different backgrounds and social levels can meet and mingle. According to  (2000), the company offers a diverse menu so that the customers would visit more than once a week and have a different selection to choose from each time (p.22).  Café de Coral offers a menu that is specially designed to meet the tastes and budgets of every customer. It also introduces new products and seasonal products regularly. The stores are well designed and have a warm and relaxing environment that attracts different people. The stores are strategically located in areas where they can reach their target market and can gain access to potential customers.   Brand Elements 1. Memorability and Recognition             The company must employ different advertisement campaigns in order to make the mainstay customers and potential customers remember the company and its products and service more. Because of the effective advertisements, Café de Coral is easily recognized and recalled by the customers. The company has successfully created a recognizable identity among their many communications and product lines. The company’s “Achieving a Hundred Points of Excellence’ has earned wide recognition and memorability among its customers. 2. Meaningfulness             The company must use brand names, brand logos, brand symbols, brand slogans and brand characters that are descriptive, persuasive and interesting in order to attract the customers. These can be combinations of both visual and verbal approaches.   Brand Positioning             Category Membership is important in establishing and sustaining the company’s brand position. Attributes and image must be used to provide rationales that will give consumers reason to believe that Café de Coral’s brand has the benefit that implies membership in a category. Brand attribute must be used in order to create a point of difference. It is very important for the company to inform the customers of Café de Coral’s membership before stating its point-of-difference in relation to other category members. It is well known that Café de Coral is a fast food restaurant but it is important that the customers know what sets Café de Coral apart from other quick service restaurants such as McDonalds. The company must develop concurrent marketing programs where one features membership and the other the point-of-difference. Developing compelling points of difference is crucial to effective brand positioning. Café de Coral is known as the largest Chinese quick service restaurant chain in the world. The point of difference between Café de Coral and its biggest competitor, McDonalds is the menu, ambiance and service style. The company must focus on highlighting this edge and product development and improvements. The advertisement must convince the customers that Café de Coral offers the more superior products, ambiance and service quality together with affordable prices. The Role of Marketing Mix             The four P’s of marketing mix are important in controlling the internal and external constraints of the marketing environment. 1. Products are the tangible and physical products as well as services. 2. Price decision is important in creating a competitive brand. 3. Distribution is about delivering the products and services to the customers 4. Promotion deals with communicating the product or service to the customers and making a favorable image of the product or service in the minds of the customers.   Contradictory Arguments             Café de Coral is one of the largest Chinese quick service restaurant chains in the world. One major strategy of Café de Coral is advertising. Advertisement is important in gaining customer attention. However advertising alone is not enough to sustain its status and create new opportunities for expansion. Café de Coral must build its success on product innovation and marketing excellence, backed up by an uncompromising commitment to quality customer service. Its marketplace is fast changing and competitive, characterized by increasingly sophisticated customers and ever-tighter profit margins. To sustain its leadership position in this demanding environment, Café de Coral must find a way to improve customer experience while enhancing operating efficiency and reducing costs.   Recommendations             A carefully formulated marketing Mix is important in positioning Café de Coral in the customers’ minds. The elements of the marketing mix (product, promotion, price and distribution) are essential in order to carry out a brand management strategy. The aim of the marketing mix is to create a favorable customer view of Café de Coral using promotional messages, pricing strategy, mode of distribution and the product and service appearance.   1. Products             Café de Coral’s products and services are important in creating a favorable image of the company in the customers’ minds. This image is reflected in the customers’ perceptions and feelings about the products and services. Attention must be given to the benefits that the customers get from Café de Coral’s products and services. The customers must be convinced that the company is capable of giving them the benefits that they expect in order to attract them. Product decisions should include quality, features, options, style, brand name, packaging, services, and returns. Special attention must be given to quality.             Quality reflects differences among products or differences among services. As long as it is possible to create differences among products then it should be possible to create differences in quality. Even in cases where it is difficult to create differences, producers can still try to promote products through ‘perceived’ quality differences, i.e. the way in which they are perceived by the customer. Quality is a relative value that people attribute to things. It reflects people’s expectations concerning a product or service and how well it will provide the various benefits they require from using it. Fortunately, large groups of people have shared ideas about quality and it is possible to produce and market products and services that will meet with the perceptions of large groups of customers. Groups of customers sharing a common perception of a particular level of quality form market segments. A firm can direct its promotional messages to these groups of customers provided that it knows how to reach them. Product quality contributes to business profitability. It has been found to be positively related to market share and return on investment over a wide range of products and in different market situations (2000). 2. Promotion             Café de Coral’s products and services must be noticed and must be trusted by the customers. This can only be achieved through an advertisement campaign that stands out. Advertisements must be able to catch the customers’ attention and deliver the message in an original way that will ensure customer memorablity and recognition. The advertisements of Café de Coral must not only inform but it must also entertain to be able to attract customer attention and interest. Café de Coral must give emphasis to images because they have the “capacity to capture the essence of a thousand words” (2000). 3. Price             Due to stiff competition, Café de Coral must maintain a competition-oriented pricing. 4. Distribution             The distribution process of Café de Coral is direct distribution. Through direct distribution, the company has more control over marketing activities and reduces time spent in the channel.                                     Credit:ivythesis.typepad.com

Strategic Brand Management of Café de Coral – Hong Kong

Strategic Brand Management Café de Coral – Hong Kong Company Background Café de Coral is the largest Chinese restaurant cha...