Cafe De Coral
Content
1. Introduction
1.1 Company background
1.2 Report objectives
1.2.1 Strategic position of Café de Coral
1.2.2 Choose of domain
1.2.3 Evaluate the strategy
1.3 Company Long-term objective
2. Strategic position
2.1 PESTEL
2.2 Capabilities
2.3 Summary
3. Domain
3.1 The domain of Café de Coral
3.2 The drivers for cost leadership
4. Evaluation
4.1 Suitability
4.2 Acceptability
4.2.1 The key players by the stakeholders mapping
4.2.2 3Rs
4.3 Feasibility
4.3.1 Funding
4.3.2 Skills and People
4.3.3 Integration
5. Conclusion
6. Appendix
7. References
1. Introduction
1.1 Company background
Café de Coral is the market leader of fast food industry in Hong Kong. It has more the forty years experience in brand building and operating system.
1.2 Report objectives
This report is identify Café de Coral’s strategy and improve that success or not.
1.2.1 Strategic position of Café de Coral
Café de Coral is using market penetration in fast food industry.
1.2.2 Choose of domain
The domain of Café de Coral is cost leadership.
1.2.3 Evaluate the strategy
This report will use SAF which is Suitability, Acceptability and Feasibility to evaluate the strategy.
1.3 Company Long-term objective
In long-term objective, Café de Coral will open more branches in the future, and then achieve the penetration strategy.
2. Strategic position
2.1 PESTEL
Political – The revised Statutory Minimum Wage rate of $30 per hour is in effect from 1 May 2013 (Labour Department 2014), the minimum wage could rise from the present HK$30 an hour to HK$32.50 an hour (Ng 2014). The minimum wage increase will affect the fast food industry operating cost, it is a big impact for this industry. Also, labour shortage is another problem in this industry, because of minimum wage. Many companies already paid more and some even offered HK$65 an hour to dishwashers. "The minimum wage is now stable" (Wee 2013).
Economic – Total receipts of fast food shops increased by 1.3% in value but decreased by 3.4% in
1. Introduction
1.1 Company background
1.2 Report objectives
1.2.1 Strategic position of Café de Coral
1.2.2 Choose of domain
1.2.3 Evaluate the strategy
1.3 Company Long-term objective
2. Strategic position
2.1 PESTEL
2.2 Capabilities
2.3 Summary
3. Domain
3.1 The domain of Café de Coral
3.2 The drivers for cost leadership
4. Evaluation
4.1 Suitability
4.2 Acceptability
4.2.1 The key players by the stakeholders mapping
4.2.2 3Rs
4.3 Feasibility
4.3.1 Funding
4.3.2 Skills and People
4.3.3 Integration
5. Conclusion
6. Appendix
7. References
1. Introduction
1.1 Company background
Café de Coral is the market leader of fast food industry in Hong Kong. It has more the forty years experience in brand building and operating system.
1.2 Report objectives
This report is identify Café de Coral’s strategy and improve that success or not.
1.2.1 Strategic position of Café de Coral
Café de Coral is using market penetration in fast food industry.
1.2.2 Choose of domain
The domain of Café de Coral is cost leadership.
1.2.3 Evaluate the strategy
This report will use SAF which is Suitability, Acceptability and Feasibility to evaluate the strategy.
1.3 Company Long-term objective
In long-term objective, Café de Coral will open more branches in the future, and then achieve the penetration strategy.
2. Strategic position
2.1 PESTEL
Political – The revised Statutory Minimum Wage rate of $30 per hour is in effect from 1 May 2013 (Labour Department 2014), the minimum wage could rise from the present HK$30 an hour to HK$32.50 an hour (Ng 2014). The minimum wage increase will affect the fast food industry operating cost, it is a big impact for this industry. Also, labour shortage is another problem in this industry, because of minimum wage. Many companies already paid more and some even offered HK$65 an hour to dishwashers. "The minimum wage is now stable" (Wee 2013).
Economic – Total receipts of fast food shops increased by 1.3% in value but decreased by 3.4% in
References: Café de Coral Website (2014) CEO’s Report Available at http://www.cafedecoral.com/eng/investor_relations/ceoreport/index.jsp [Accessed Dec 21st 2014] Café de Coral Website (2014) TVC Available at http://www.cafedecoralfastfood.com/tvc.php?lang=en [Accessed Dec 21st 2014] Café de Coral (2014) 2014 Annual Report Available at http://www.cafedecoral.com/eng/investor_relations/reports/images/are2014.pdf [Accessed Dec 21st 2014] CSD (2014) Report on Quaeterly Survey of Restaurant Receipts and Purchases Available at http://www.statistics.gov.hk/pub/B10800022014QQ03B0100.pdf [Accessed Dec 21st 2014] Darren Wee (2013, 23rd Oct) Hong Kong workers can expect 4.7% salary increase this year, study shows Available at http://www.scmp.com/news/hong-kong/article/1337517/hong-kong-workers-can-expect-47-salary-increase-year-study-shows [Accessed Dec 21st 2014] Elaine Yau (2013, 22nd April) Dealing with Hong Kong 's food waste Available at http://www.scmp.com/lifestyle/family-education/article/1218410/dealing-hong-kongs-food-waste [Accessed Dec 21st 2014] Fairwood Holdings Limited (2014) 2013/2014 Annual Report Available at http://202.66.146.82/listco/hk/fairwood/annual/2014/ar2014.pdf [Accessed Dec 21st 2014] FEHD (2013) Guide on Types of Licences Required Available at http://www.fehd.gov.hk/english/licensing/Guide_on_Types_of_Licences_Required.html [Accessed Dec 21st 2014] Investopedia (2014) Debt Ratio Available at http://www.investopedia.com/terms/d/debtratio.asp [Accessed Dec 21st 2014] Marcia Griffin (2008) Critical success factors Available at http://www.smartcompany.com.au/leadership/4372-critical-success-factors.html [Accessed Dec 21st 2014] Open rice (2014) Search: Fast food restaurant Available at http://www.openrice.com/zh/hongkong/restaurant/sr1.htm?page=1&searchSort=31®ion=0&inputstrwhat=%E5%BF%AB%E9%A4%90 [Accessed Dec 21st 2014] South China Research Limited (2013) CAFÉ DE CORAL Improved growth outlook Available at http://www.sctrade.com/data/sctoday/20131122133214Eng-Company%20Note%20-%20341%20-%20131122.pdf [Accessed Dec 20th 2014] South China Research Limited (2013) Golden age of Hong Kong fast food chains Available at http://www.sctrade.com/data/sctoday/20130731104308Eng-Golden%20Age%20of%20Hong%20Kong%20Fast%20Food%20Chains%20-%20130731.pdf [Accessed Dec 21st 2014]