Outline1) Internal environment analysis2) External environment analysis

-Macro environment-Micro environment

3) Competitor analysis4) Opportunities & Threats Analysis 5) Objective & Target market6) Marketing mix strategies analysis (4Ps)7) Implementation Milestone, Budget & Control8) Reference

Internal environment & objective

high density

salary $10000-$20000

office boys /office ladies, sales

我覺得 external environment可以用兩個 table 整 , 1for macro, 1for mico! : )

limited time for dinning

Hong Kong citizens are willing to try new cuisine

Demographic environment

Demographic •High density•Salary $ 10000-$20000• Office workers ,sales

Social-cultural •Fast living pace

Economic •Inflation rate (1/2012): 6.1%•Jobless rate (2012): 3.4 %

Political •Food Factory License•Minimum wage law

Ecological environment • Food contamination• Pollutions

Technological environment •Internet: Diet website•Mechanical: High accessibility to machine

External Micro environment

Supplies •A wide range of choice in choosing supplies

Marketing intermediates •Example: diet website & food magazine

Public •Focus on overall environmental management (Quality Restaurant Environmental Management Scheme)

Competitor •4 Ps

Content Strength Weakness

Product UniquenessFreshnessConvenience

Long waiting time Perishables

Price Low price to attract customer

Missing price

Place Easily accessible Many competitors in the region

Promotion Physical evidenceAttractiveness

Low accessibility