Strategic Brand Management (Caf de

Coral Hong Kong)

Company Background
Caf de Coral is the largest Chinese restaurant chain in the world. It is listed in the Hong

Kong stock exchange. Caf de Coral has different business operations and has managed to expand its
business worldwide. Majoroperations include fast food outlets, institutional catering, specialty
restaurants, food manufacturing, distribution and other overseas food and beverage businesses
Profile
Caf 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
caf
de Coral offers a wide array of food to choose from. Its specially designed menu aims
to meet every customer?s tastes and budgets. Caf de Coral offers 100 items on the menu that ar
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 Caf 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 Caf de Coral?s valu
Caf de Corals customers are diverse. People from all walks of life and different backgrounds come
to Caf
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 Caf de Coral Brand,
proactive advertising campaigns are launched on a continual basis. Through the campaign, the brand
image has been further enhanced by positioning Caf de Coral asa place not just for best taste and
value meals but also a popular meeting place for all walks of life ().
Prospect
Caf 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. Caf de Coral
is planning for China expansion.

History
The first Caf de
Coral opened in 1968 on Sugar Street, Causeway Bay. After years of hard
work, Caf
de Coral evolved from a single outlet to a leading Chinese fast food chain with over 120
restaurants, serving over 300,000 customers daily..

Products and Services Provided

Signature Products
"Baked Pork Chop with Rice", "Hot Pot", "Chicken in Glutinous Rice" and "Tea with Milk" are all
with huge success, but we don't just stop there. We want to be
signature products of Caf de Coral
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, Caf 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 Caf de Coral.
Quality Control
Caf
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 Caf 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
Caf 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. Caf 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
has developed a reputation of being both the best place to eat best
service quality. Caf de Coral
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 (). Caf 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, Caf 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? ha
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 Caf
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 Caf de Coral?s membership before stating
-of-difference
its point in relation
to other category members. It is well known that Caf de Coral is a fast food restaurant but it is
important that the customers know what sets Caf 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. Caf as the largest Chinese
de Coral is known
quick service restaurant chain in the world. The point of difference between Caf 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
offers the more superior products, ambiance and service
convince the customers that Caf de Coral
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
Caf de Coral is one of the largest Chinese quick service restaurant chains in the world. One
major strategy of Caf 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. Caf 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, Caf 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 Caf 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 Caf de Coral using promotional messages,pricing strategy,
mode of distribution and the product and service appearance.

1. Products
Caf
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
Caf
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
Caf de Coral?s products and servi
ces 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 Caf de Coral mustnot only inform
but it must also entertain to be able to attract customer attention and interest. Caf de Coral
must
give emphasis to images because they have the capacityto capture the essence of a thousand
words ( 2000).
3. Price
Due to stiff competition, Caf de Coralmust maintain a competition-oriented pricing.
4. Distribution
is direct distribution. Through direct distribution,
The distribution process of Caf de Coral
the company has more control over marketing activities and reduces time spent in the channel.
May 15, 2009
The Cafe De Coral Marketing Strategies
INTRODUCTION

The fast food business focusing on Caf 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. (2006)

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 Caf
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.
Caf ?
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 reveal 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 (2000).

COMPANY BACKGROUND
Caf de Coral is the largest Chinese fast food brand in Hong Kong. It was established in 1968 and
operates more than 100 self-service fast food restaurants in the territory. With over 34 years of
proven experience in the food service and catering industry, Caf de Coral currently caters to an
average of over 300,000 customers a day, making the chain the undisputed market leader in the field.
Thus, Caf de Coral has over 330 outlets in Asia Pacific region and over 200 quick service
restaurants in North America. (2000) Among a total of over 540 outlets, over 120 outlets and 75
outlets are operated under the household name of Caf de Coral, whereas over 200 outlets are
operating under the leading brand of Manchu Wok and 20 outlets operating under the name of
Oliver's Super Sandwiches. As the market leader in the Hong Kong fast food industry and the largest
National Brand for Chinese quick service restaurant in Canada, the annual turnover of the Group
now stands over HK$2.7 billion generating an annual profit of over HK$258 million in the year
2004. (2000) Presently, the company has 120 chain stores in Hong Kong and 210 ones in North
America and is always good at providing tasty spaghetti and intends to extend its reaches around
Mainland China.

CAF DE CORAL S MARKETING STRATEGIES

STRATEGY LEVEL
MARKET SEGMENTATION
Caf De Coral in its market segmentation is evident in terms of its products and services success as
sought by the customers as there seeks good quality and convenience as the restaurant has identified
useful benefits of knowing what customers want and create the services to meet the need. Direct
marketing efforts toward increasing customer awareness of such benefits as it is difficult to
accurately estimate the size of their customer group (2006). Caf De Coral is a winner in its
segments as a winner in knowing customers needs and wants as a basic factor for maintaining a
successful growing marketing. The restaurant in its marketing effort have potential business
various factors that
in segmenting its Hong Kong markets in a proper notion. Caf De Coral implies
will possibly influence the potential for future markets per se: (2000)
? population
? available income due to changes in employment
? supply of natural resources
? laws
? consumer tastes and preferences
? competition, such as emerging of super fast food store

In strengthening its market segments, it is clear enough that Caf De Coral provides
a quick service
restaurant business in the development and management of quick service restaurantschain as the
quick service has now been globalized to cover different part of the world like in US and China. The
business has diversified into full-service specialty restaurant operations and its acquisition of a
Chinese soup-cum-specialty-dish restaurant chain and achieve a more diverse earning base through
the wider market exposure. (2000) The business venture into the institutional catering business with
Asia Pacific Catering has gradually developed into an undisputed market leader in the field. Major
clients being served cover a wide spectrum of institutions ranging from most major hospitals,
universities, private and public corporations, both in Hong Kong and China. Since then, the student
catering business was launched under the brand name of Luncheon Star, which has deployed the
cook-chill central production technology to tap into this growing business as of it was recognized
globally in process of standards accreditation. Coupled with its central purchasing power, centralized
food processing also comprises bulk breaking, standardized seasoning and standardized portioning at
pre-set specifications, volume requirements and quality standards. (2000)

TARGETING
Caf De Coral is basically targeting the Hong Kong market and been expanding its target audiences
in some other neighboring countries such as China and Philippines, most of all Caf De Coral is
extending its hopes among its current fast food customers typically younger generation ages eighteen
years old and above as well as those people who are health conscious who do not currently purchase
fast food services because of some beliefs. (2006) Thus, having ongoing strategic imperative, Caf
De Coral reckoned that they are serving a target customer who is constantly redefining her needs, the
caf
took it upon to never stop improving and innovating on our products and shop environment in
order to enhance the branding power of local restaurant chains. Henceforth, coupled with a series of
the
effective customer-focus marketing campaigns, the strong branding of Caf de Coral have given
pricing power to shelter from cost pressure and margin erosion by revamping its business model,
fine-tuning its product mix, rationalizing its costing structures, renovating its shop images and
opening successful new stores is well-positioned for local business growth. (2006)

POSITIONING
Caf De Coral positions its best influences in the fast food restaurants business being one of the best
the industry can offer in terms of fast food quick service as recognized in the Hong Kong markets as
one of fast food business pillars giving quality products and services to their loyal and valued
has earned the impetus respect in the fast food business as
customers in a manner that Caf De Coral
well as to their customers as well as some known business sectors. It is really a fact that Caf De
Coral is good in its recent market positioning as proof to that the restaurant has already achieved
numerous awards for its strong aura in the fast food business as well as for its management
excellence from the local and international institutions, which included the most coveted award of
the "Asian Management Award for Marketing Management" and the "Asian Management Award for
General Management" by in 1992 and 1993, named "Asia's Best" in 1997, "Top Ten Best" by in
1998. (2003) In addition, awarded as the "Good People Management Award" by of HKSAR
Government. ( 2003) Henceforth, it was said that Caf De Coral would continue to maintain
dominant leadership position with constant effort in accommodating changing market needs. New
product development and exciting design concepts are continuously injected to enrich the total
dinning experience of its customers and sees China market as the next area of strategic expansion of
successful branded concept. (2003)

CAF DE CORAL S MARKETING STRATEGIES

TACTICAL LEVEL

PRODUCT
Caf de Coral's menu is specially designed to meet the tastes and budgets of customers, with over
100 items on the menu list on any one day and are regularly rotated to maintain variety of choices.
Standard menus range from western cuisine to traditional Chinese dishes. New products and
seasonal products for each time segment will be introduced regularly (2005).

PRICE
Caf De Coral in terms of its prices is quite reasonable adapted within the markets as today, it has a
little bit of everything. There's a grouping of deli sandwiches, sausage, salad and pasta salad with
feta cheese, There are pastas, pizzas, Italian sausages and dishes named marsala and parmigiana. The
prices usually cost from ($7.75) and the only items priced over $10 here are three steaks and a dish
of pork chops, each at $11.50. (2005) Some plates are disappointing, others minor revelations. Like
an appetizer dish ($5.25) of 10 thick, sweet scallops, each dipped in a batter and fried to acceptable
crunchiness or a couple of big, wide pork chops ($11.50) cooked to a point of dryness that even
applesauce couldn't save. ( 2005)

Thus, a plate of chili size ($6.25) that was unusual in the fact that a hamburger bun was used to form
a mushy, soak-up bed under the burger meat topped with chili and beans. A wedge of banana cream
pie ($2.50) that had none of that expected yellow custard filling but was simply pie crust, banana and
whipped cream. The kitchen makes a fair meat loaf ($7.95), passable fish and chips ($7.95) and an
acceptable hot turkey sandwich ($7.25). The fresh salmon ($9.25) wasn't bad one time, and hot
apple pie ($2.50) really hit the spot on one occasion. (2005)

Hours Open: 24 hours

Recommended items: Creamed potato soup, fried scallops, meat loaf, hot apple pie.
How much: Everything under $12. Beer and wine. All major credit cards accepted. Wine list:
House varietals are Robert Mondavi Woodbridge (chardonnay, cabernet sauvignon, merlot, white
zinfandel) by the glass ($3.50) or bottle ($11.95). Corkage $3.

PLACE
Restaurant locations are found in mixed use district, business core, shopping centers, industrial areas,
private and public housing estates. Restaurants of an average 300 sq.m. are designed with a modern
and warm ambience aiming to maximize customer flow. ( 2005)

PROMOTION
Achieving A Hundred Points of Excellence has been the caf ?s commitment to their customers and
is now a household catch phrase. As part of on going campaign to strengthen the Caf de Coral
Brand, proactive advertising campaigns are launched on a continual basis. Through the campaign,
the brand image has been further enhanced by positioning Caf de Coral as a
place not just for best
taste and value meals but also a popular meeting place for every lifestyle. (2005)

DE CORAL S MARKETING PRACTICES

EVALUATION OF CAF

INDUSTRY ANALYSIS
The Caf De Coral in lieu to the presence in market industry is using appropriate marketing
strategies suitable for the Hong Kong market in engaging to the process of its business maintenance
in the society wherein the presence of established competition among others is evident as it can be
seen through product advertising as customers need to be satisfied with the status quo. (2003) Caf
De Coral in fast food industry engages in a responsible marketing process on a continuous basis and
that uses marketing properties that will determine customers satisfaction of services provided with
awareness, motivation and the resources to succeed, the consumers of Caf De Coral can work
towards a better future in the fast food market. In its people, there was an energetic and dedicated
work force of over 8,000 staffs makes up the Caf ?s service team as customers come from all a
and all walks of life ranging from students and young executives. ( 2004)

Source: Caf De Coral Holdings Limited (2005). Corporate Information Corporate Overview
(Corporate Structure)
Coral Holdings Limited (2005). Corporate Information Corporate Overview
Source: Caf De
 Furthermore, being a leader in the fast food and dining-out industry, Caf de Coral has built 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, (2005) Caf a way to further
de Coral needed
improve its customer experience while enhancing operating efficiency and reducing costs. The
restaurant group wanted to streamline business processes, improve productivity, promote effective
strategic planning and generate savings in manpower and administrative expenses. Most important
of all, it needed new ways to continue to enhance customer satisfaction today and into the future.
( 2005).

SWOT ANALYSIS

STRENGTHS
Caf de Coral fast food continued to maintain its leading position in the industry despite fierce
local competition and continued to introduce innovative products to their menu to provide more and
better choices to customers. The offering of freshly brewed coffee was a particular success in
winning over the applause of customers. Meanwhile, by upgrading the quality of our core products
repackaging them with high quality utensil, has differentiated its products from those of their
competitors. The caf had maintained high standard of hygiene in food processing successfully
transplanted certain labour intensive food processing procedures from Hong Kong ( 2005).

The Caf strengths could be clear in the following points:

? Knowledge the business know their connectivity in all its business management
? Relationship selling as the caf get
to acquire loyal customers, one by one that maintains
good customer relationship
? History the caf have
built loyalty in a strong sense over the years and counting

WEAKNESSES
Caf De Coral in its weakness may adhere 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 Caf 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 Caf 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 ( 2005).

OPPORTUNITIES
Speaking of such opportunities, Caf De Coral is taking over the entire operations of super
sandwiches restaurants last June 2003 as the concept has regained its momentum for growth. The
caf
was particularly encouraged by the financial performance that came so shortly after acquisition
and having successfully revamped its business model,fine-tuned its product mix and upgraded its
shop image and positioned as a unique chain of sandwich restaurants offering high quality of
products. ( 2006) As indicated unlocking the vast potentials of market has always been long term
imperatives of strategic value. There recognized that the caf ?s continuous expansion into
market has been a key driver for business growth embarked on a multi-directional development
strategy in China. Service as the target market needs more service, the competitors are less than ever
to provide it.

THREATS
Furthermore, there could be presence of threats with a strong foothold in having market of great
potentials as in implementing a series of value-added business improvement initiatives in the areas
of operational control, purchasing and product development, marketing campaigns, staff training,
store design as well as menu innovation, which should eventually bear fruits in the upcoming years.

There could be a threat of over empowering of fast food business by the caf ?s com
terms of building on successful cumulated experience and refined business model, as it can adhere to
an aggressive branch development program in various countries. Caf de Coral set up have now
recorded meaningful profitability and consistent earning growth, with new branches and have been
relentless in testing out new grounds with business re-entry in cities of China as another strategic
play for long term business growth. (2006)

RECOMMENDATIONS FOR IMPROVEMENTS IN ITS MARKETING OPERATIONS

AND STRATEGY

In giving emphasis in providing useful recommendations of Caf

De Coral?s marketing

operations and strategies, it is essential for the caf 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
a possible option
phase of marketing process in operations and strategies. CafDe Coral must adapt
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 caf have useful
should continue to
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 CafDe 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. (2005)

Caf 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 caf
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 means 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. Caf 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. Caf 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. (2005)

There has to be a reliable branch intelligence system that streamlines business processes,
improves productivity, enhancesthe customer and enabling a group-wide, Internet-based loyalty
program in software such as Windows 2000 Server and SQL Server 2000. ( 2005)

CONCLUSION
helped them achieved a
In conclusion, marketing strategies as applied by Caf De Coral has
steady market catering the international market serving its best and well planned products and
services that has amicably soothe the tastes of every aspiring customers and therefore, has built the
caf 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 and to sustain
a way to further improve
its leadership position in a demanding environment, Caf de Coral needed
its customer experience while enhancing operating efficiency and reducing costs. The fast food
industry is attempting to create an image that provides consumers with a comfortable and friendly
feel about their product in order to increase sales. The fast food industry is quickly shifting its
marketing focus towards an older audience but understood through the same psychological
principles nonetheless.

July 02, 2008

The role of fast food industry in China and Hong Kong
When the fast food chains were first introduced, their prices were relatively high compared to
lower end, traditional eating establishments. The high prices prevented most people from going there
on a regular basis, and therefore fast food was seen a special treat. After some time the prices of fast
food products became affordable for common people, this lead to fast foods being alternative
sources of food consumption for both residents and tourists.
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The background of the fast food industry in China and Hong Kong

The fast-food industry emerged in its recognizable form in the late 1960s with the formation of
the Cafe de Coral chain offering low priced hot Chinese food. The strategy was simple, organize the
vendor system and move it indoors to well lit comfortable Cafeteria type establishments with
improved hygiene and standard pricing. The Cafe de Coral chain was also the first to offer both
traditional Cantonese fare and western-inspired dishes such as chicken wings, ribs and Oval tine
drinks that had long been popular in the Colony with its British influence. With the upturn in the
economy in 1999 and 2000, the restaurant trade has gained some momentum, helped by a growth in
visitor arrivals in 2000. Hong Kong remains one of the most densely packed countries in terms of
restaurants with approximately one restaurant for every 700 citizens.

Fast food and organized catering is nothing new to Hong Kong. In fact the notion of organized
take-away food targeted at workers on their lunch hours is over a century old. Since the 1960s
thousands of independent vendors had supplied Hong Kong's workforce with food throughout the
day. In the changing social, fast pace of life, speed and convenience has traditionally been part of the
consumer catering industry. Chinese-style fast food chains are product-oriented and offer great
variety. International fast food chains are expanding through franchising; local fast-food companies
are expanding through private (family)ownership.