http://dspace.cityu.edu.hk:80/handle/2031/3774 2013-04-30T15:24:42Z http://dspace.cityu.edu.hk:80/handle/2031/6070 Title: Kungfu Catering Management Company Limited Authors: Lau, Ray Kok Rui (劉國瑞); Chan, Joe Kai Chung (陳啓聰); Chan, Perdy Pui Yin (陳佩賢); Huang, Lucienne Lei (黃蕾); Lai, Jenny Shuk Ling (黎淑玲); Lam, Gigi Wan Chi (林韻芝); Law, Kylie Pui Yi (羅佩兒); Lin, Helen Ye (林野); So, Juliana Nga Man (蘇雅雯); Tse, Amy Pui Shan (謝佩珊) Abstract: Kungfu is the most successful Chinese fast food chain in China. It provides healthy Chinese fast food and efficient service. However, it faces difficulty in expansion in China. The research objectives of this project are to study and develop business expansion strategy for Kungfu and to develop a marketing campaign for Kungfu to enhance its brand image. We have done primary research and secondary research in this project. We gained insights into Chinese fast food competitive environment via many research paper, press materials and consultancy reports. Moreover, the individual interviews with ten consumers help us to understand Kungfu’s competitive position of Kungfu and the customers’ perceptions of it. We found that the Chinese consumers demand healthy food and efficient service, especially in big cities. Kungfu has potential to capture the opportunities in Chinese fast food market. Nevertheless, the competition in the industry is very intense. Despite current competitors, many domestic and foreign competitors are entering this market. Based on the findings, we have suggested Kungfu to develop its business in two phases. In the first phase, it should enhance its internal operation, such as operation standardization, product development and environment design. After that, Kungfu can start expansion in China from first-tier cities. Moreover, we have suggested several details to facilitate the process of expansion, such as franchising and IPO. 2010-01-01T00:00:00Z http://dspace.cityu.edu.hk:80/handle/2031/6069 Title: Sophisticated Simplicity Authors: Refshauge, Christian Kongsbak; Björnsson, Karl Birgir; Hennessey, Bryant; Yi, Diandian (易典典); Yang, Flex Zhou (楊舟) 2010-01-01T00:00:00Z http://dspace.cityu.edu.hk:80/handle/2031/5824 Title: Female friendly car Authors: Lam, Anna (林思婷); Ho, Candy Wai (何慧); Ngan, Ken Shing Kit (顏成杰); Xuan, Stella Jiali (宣佳麗); Yip, Luen Choi Kuen (葉彩娟) Abstract: By taking an over review of the car industry and the environment analysis, we have got notice that the car industry is blooming in China due to the outstanding economic growth and beneficial governmental policy. In the review, particularly, we realized that the female car market is booming up much quicker with great expanding demand as result of the rapid increasing number of female driving licensers and the uprising influencing power of the majority Chinese female in making family purchasing decision in China. However, surprisingly, from data it showed that the corresponding female customized car products are still inadequate in China market nowadays. By taking account of the advantaging factors of highly increasing demand on cars by Chinese female, much less competitors and low market saturation, we are planning to set up a new car company called “Care Plus Auto Mobile Ltd” which mainly targets on female friendly car market. To be successful in the car industry, besides analyzing main competitors‟ products, marketing and positioning strategies, in our business project, we also do a research about the consuming habits and behaviors of Chinese female car consumers in order to match their needs and wants with our product. To differentiate from those famous but expensive foreign car brands, our female friendly car would be positioned as “high quality with good care and affordable price” and targets on single young female groups in China who earn a middle income and couldn‟t afford for the expensive well-known foreign brands‟ cars. Without a doubt, correctly utilizing marketing mix is definitely the key for our company to get success in China. Therefore, besides the product design, we would adopt one-level channel with exclusive distribution strategy, price adjustment strategy like psychological price setting, and special promotion programs, such as recruiting spokesperson and sponsorship event, to further enhance the sales our female friendly car. As we know, to lead a business has an ongoing fluent development, except having short-term running plan, we should also carefully consider about the threats that would appear against our company. Therefore, in our business project, finally, we would provide a forecast about the challenges our company might meet in entering the China car industry. 2009-01-01T00:00:00Z http://dspace.cityu.edu.hk:80/handle/2031/5822 Title: Expansion of SUBWAY in China Authors: Lam, Esther Ting (林婷); Chan, Ricky Chi Fung (陳志峰); Xu, Dorothy Hui (徐卉); Xu, Kevin Shen (徐申); Parwani, Kunal Prakash; Yu, Jill Yiqiong (俞逸琼) Abstract: In this report, we seek to study and analyze the performance of Subway in China and make recommendations as to how the world‟s largest fast food chain can improve in the country. We did a situational analysis in which we studied the following in-depth:  Environmental  Industry  Consumer behavior  Company Analysis (SWOT)  Competitor After conducting our analysis, we identified five major issues of Subway in China: 1. Low brand awareness 2. Lack of adequate knowledge of Subway‟s unique attributes 3. Low loyalty of existing customers 4. Substandard service quality 5. Unclear targeting These major issues led to the formulation of a host of recommendations, which were categorized into the following:  Expansion strategy  Marketing strategy (Segmentation, Targeting and Positioning)  Product  Price  Promotion  People  Physical evidence 2009-01-01T00:00:00Z