This report will address the assignment title: Innovation and creation.

Executive Summary

  In Hong Kong, due to the large fast food demand of Hong Kong people so we can that

 

it has a big potential in catering industry. This report will main force to discuss how to use

 

a suitable marketing strategy to achieve our company goal although we only as a new

 

launch company. It will have five steps in our marketing strategy. We will main force to

 

sell Chinese style food in different price level in public estate. We will choose

 

psychographic segmentation and demographic segmentation as our segmentation

 

strategy. Also, our target customer is some people who the tendency about Chinese style

 

food. Finally, we will choose service differentiation and image differentiation as out

 

positioning strategy. In the future, we have the three works to do. We need to control our

 

whole marketing activity. Also, we need to do some market research regularly to make

 

we know more about the market. Finally, the management of customer relationship is

 

also paramount for us which make we will increase the customer loyalty to spare no

 

effort.


Table of Contents

a cover page……………………………………………………………………… .…….... P.1

 

b Executive Summary……………………………………………………………….….…. P.2

 

c Table of contents………………….…………………………………………..……....…. P.3

 

1 Introduction……………………………………………………………………………..…. P.5

 

2 Competitor background information……………………………………….……….…...P.6

 

3 Understand the concept and process of marketing…………………………….......... P.8

 

3.1 Explain the various elements of the marketing process…………………………. P.8

 

3.2 Evaluate the benefits and costs of a marketing orientation for a selected organization……………………………………………………………………………….… P.20

 

4 Be able to use the concepts of segmentation, targeting, and positioning…………..P.25

 

4.1 Show macro and micro environmental factors which influence marketing decisions…………………………………………………………………………………...... P.25

 

4.2 Propose segmentation criteria to be used for products in different markets…… …………………………………………………………………………….... P.32

 

4.3 Choose a targeting strategy for a selected product/service…………………….. P.35

 

4.4 Demonstrate how buyer behavior affects marketing activities in different buying

Behavior situations……………………………………………………………………. P.38

4.5 new positioning for a selected product/service……………………………...… P.49

 

5.Conclusion……………………………………………………………………......…… P.53

 

6.Recommendation…………………………………………………………………..…. P.57

 

7.Reference……………………………………………………………………………….P.73

 

 

 

 

 

 

 

 

 

1.Introduction

 

  This report will address the assignment title: Innovation and creation.

 

  This report will discuss what kind of product and service we should invest in. 

 

Therefore, some information about the current market situation will be showed in this

 

report.  A company which is a largest Chinese fast food restaurant group in Hong

 

Kong is chosen as our compare object. Different points and issues will be elaborated

 

based upon our competitor information. For instance, first, the various elements of the

 

marketing process involved and the benefits and costs of marketing orientation will be

 

explained and evaluated between our competitor and our company. Then, the macro

 

and micro environmental factors which influence marketing decisions will be advised

 

for you and the segmentation criteria to be use for the product in different market also

 

will be proposed. Next, a targeting strategy will be chosen for our product and services

 

and 2 scenarios of buying situation will explain how buyer behavior affects marketing

 

activities in different buying situations. Finally, a new positioning for our product and

 

services will be proposed base upon our competitor’s product market positioning. We

 

know that our goal is to have a presence in the product world so we hope this report

 

can provide more useful information to make us investment success.

2.Competitor background information

   Cafe de carol is chosen as our compare object in this report. Firstly, we talk about

 

some background information about this company. Café de Group is one of the largest

 

food and beverage listed groups in Asia. The Group is committed to operating fast-food

 

chain restaurants and specialty catering businesses. In recent years, Café Group has

 

been actively developing all-round catering and food processing businesses. Café Group

 

was incorporated in October 1968 and was listed on the Hong Kong Stock Exchange in

 

July 1986, becoming the first local catering group listed at that time. In October 2001, the

 

Group was officially listed as of the 200 largest constituent stocks in the Hang Seng

 

Composite Index Series. After nearly half a century of unremitting efforts, they are now

 

firmly in the Hong Kong fast-food industry`s market leadership. The Group`s business is

 

in Hong Kong and the Mainland, with more than 330 business units and 120Branches.

 

Cafe de carol also actively pursued other strategic brands to continue to grow in the

 

highly competitive fast food market in Hong Kong. The Group`s other strategic brands

 

include super congee and Mixian sense to further develop this huge market.


3.Understand the concept and process of marketing

 

3.1Explain the various elements of the marketing process

 

The various elements of the marketing process describe the 7Ps which call the

 

marketing mix. The marketing mix which means a series of the tools or elements of

 

marketing which can control by marketer to satisfy the needs of the target market is a

 

part of the marketing strategy planning. These elements can summarize to seven

 

categories which is product, place, price, promotion, people, process and physical.

 

When we choose the target market and decide how to make the product position, we

 

will need to use diverse marketing tools to fulfill the market. These tools collectively

 

called the marketing mix. Therefore, if our company want to achieve our goal; we must

 

know our competitor how they use their marketing mix and how we use our marketing

 

mix. Therefore, the information of the various elements about our competitor will be

 

showed in the following. Also, some recommendation about our marketing mix will be

 

suggested in the following.

 

 

 

Product

  Product is a wide-ranging concept which means company provide all the goods and

 

services which in order to fulfill the needs of target customer This not limit for a tangible

 

goods or an intangible service. Product include physical goods, services, features,

 

quality level, accessories, warranty etc.

 

  About the physical goods, Café de Coral is a fast food restaurant chain that serves

 

both Chinese and Western food. It caters to over 300,000 people on an average day.

 

  About the quality level, Café de Coral usually collect a variety of quality ingredients in

 

different places such as the "Hoki Fillet" from the pollution-free Southern Ocean, "Sirloin

 

Steak" from the all-natural prairie in New Zealand, the vivacious "Samba Pork" and the

 

pedigree "Grilled Unagi" from Japan. They allowing customers in each of their branches

 

can enjoy the same gastronomic experience of quality food.

 

  About the brand, Café de Coral make their brand image very clear. They utilize the

 

name of company, graphic and design to make their product is different from another

competitor. Their target is to help customer to identify their product more easily. For

 

instance, the graphic of their company which select the yellow is very sharp. Also, the

 

name of their company which means customers, staff and shareholders are all happily

 

united is very significant and interesting.

 

  About the product lines, Café de Coral’s product lines is also very extensive. They

 

provide a variety of Different of food to customer in order to sell for customer of target

 

market who have the similar or same needs which can make their target market can be

 

more extensive. Their food is not limited to one particular local feature.

 

  All in all, they can already fulfill the needs of their target customer in product aspects.

 

Therefore, when our company start beginning, we can generally refer to their product

 

model.

 

  About the physical goods, we can focus on a certain type of food such as Chinese fast

 

food so that we can focus on serving the smaller target market. When we operate more

 

time and more stable, we add more other characteristics of food.

 

  About the quality level, since we cannot like Café de carol to search ingredients all

 

over the world, therefore, we only need to make sure our food is fresh and safe is

 

enough. Making our quality level is stable.

 

  About the brand, we can use some sharp color such as red, green, blue to design our

 

sign. To make more people can recognize our company more easily. Furthermore, we

 

can design some slogan to represent our company. To make our company image more

 

prominent and distinctive.

 

Price

 

Price means the company decide different price strategy based on different market

 

position. Product pricing is based on company brand strategy, focus on brand gold


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