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|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)
|Department: ||Department of Marketing|
|Issue Date: ||2010|
|Course: ||MKT4604 Marketing in China|
|Programme: ||Bachelor of Business Administration (Honours) in Marketing|
|Instructor: ||Dr. Dong, Maggie|
|Subjects: ||Zhen gong fu can yin guan li you xian gong si.|
Fast food restaurants -- China -- Case studies.
|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
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.|
|Appears in Collections:||OAPS - Dept. of Marketing|
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