Competitors •Who Any person or entity which is a rival against another. In business, a company in the same industry or a similar industry which offers a similar product or service. Competition also requires companies to become more efficient in order to reduce costs. [ http://www. businessdictionary. com/definition/competitor. html] 1. Actual Major Competitors are Direct Competitors. Their production and operation of the same kind of products and services, with this enterprise compete for common target market. Direct competition with enterprises constitute the relationship between the enterprise. http://wiki. mbalib. com/wiki/Direct_Competitors] 2. Potential Competitors are Temporarily to the enterprise does not constitute a threat but potentially threatening rival. Potential competitor threats, depending on the degree of industry barriers and the companies of the reaction degree. [http://wiki. mbalib. com/wiki/Potential_Competitors] •Where Our company is Cafe de Coral. Its actual competitors are Fairwood and Maxim. These three companies are all the Hong Kong style dim sum fast food. And they are all Hong Kong’s local enterprises.
Fairwood and Maxim each with more than 70 shops in Hong Kong. Cafe de Coral’s potential competitors from the United States and Japan. They are Burger King, KFC, McDonald’s, Yoshinoya and Conveyor belt sushi. They are not the Hong Kong style dim sum fast food, even if they are very well-known fast-food companies, they are just the potential competitors of Cafe de Coral. •Strengths/Weaknesses 1)Strengths a)Fairwood:Since 2003 Fairwood rebuild brands, adding new elements, so customers will not be boring their brand. [http://gz. sydc. sina. om. cn/synews/9/2011/1108/2600. shtml] Fairwood brand strategy in the past and did not lock the fixed customer base, such a lack of clear image of its brand in November 2003, after it launched a new brand image, including changes to the trademark (the original trademark for the 30-year history of the clown smileypattern) to improve the quality of food and the stores renovated and of Fairwood its restaurant interior layout redesign. I hope to maintain the efficiency of the traditional fast-food restaurants, and give the customer cafe style.
In the food sector, the introduction of ground coffee, pasta shells teeth and secret spices curry beef brisket. b)Maxim: Maxim’s MX Diversified food and a stylish and comfortable environment for customers to enjoy high-quality cuisine. And it is the main line of fast-food brand of Maxim’s Caterers Limited. Vice-line brands, including thousands of burn Barilla, Maxim’s food ? , max concepts management can. teen, Deli-O. In its shop, customers can eat the cuisine of many countries in a variety of different flavors. 2)Weaknesses a)Fairwood:
Involving unlicensed siu mei unlicensed made siu mei September 15, 2011, the Apple Daily reported that half of the stores have not applied for food factory license, but supply siu mei to other branches. Fairwood former employee Chef Leung said Fairwood stores are not food factory license “Fairwood years ago has begun to supply burn a Taste to other branches, but it was sneaky. “Under the laws of Hong Kong, cooking or food manufacturing buildings in Hong Kong for outside food for sale to the public, must apply to the licensing authority for food factory license.
Since this thing, Fairwood will reduce the public’s trust. For the maintenance of the source is very unfavorable. It is doing so that customers always have doubt for food security. b)Maxim: Maxim MX a shop to sell consumers in a bowl of soup with transparent tape, and was the fehd ticket control. There have been a number of previously also called due to sell not health food by ticket control records, and beautiful heart MX price higher than other counterparts, so in customer base, evaluation is very low.
Due to the Maxim group is not a listed company, the credibility of its intervention capacity low, appear harmful problem beautiful heart group deal with low effect. Seriously reduce the customer’s favor. •Competitive advantage Not just the local fast-food companies face competition from other local enterprises, more of the international competition. The international fast-food industry, other parts of the company have full debut, or acquisition, or shares, or self-management, but local fast food companies can use low-cost, high-value-added, the difference of business competitive strategy.
Another fast product updates and implementation of nutrition concepts. •Objectives and strategies 1)Fairwood: Fairwood’s Objectives are to achieve the prudent management of the expansion and continued same-store sales growth. Although the impact of the profit margin of the Group’s operating costs and rising food costs, they think their full-time staff in Hong Kong and China’s support to alleviate the pressure. [http://www. fairwood. com. hk/jspwww/investors/report/annual_report_2010_2011. pdf]
The Group’s latest marketing strategies, aimed at attracting restaurant goers who are becoming more price conscious under the weak market sentiments, had helped maintain customer traffic and encouraged spending, but at the same time had put added pressure on the gross profit margin. In terms of bolstering brand value, studies employ creative strategies and advertising campaigns to capture the public’s interest. The Group’s latest offerings were especially well received among the young and affluent segments of the public.
More stores were refurbished based on the second generation of the “Orange Concept”, creating a vibrant and welcoming atmosphere for customers. [http://www. google. com/url? sa=t&rct=j&q=%E5%A4%A7%E5%BF%AB%E6%B4%BB+strategies&source=web&cd=2&cad=rja&ved=0CCsQFjAB&url=http%3A%2F%2Fwww. quamir. com%2Fquamir%2Ffinreportsearchdetail. action%3FcoId%3D74%26articleId%3D1286602&ei=gEOQUJvbC5HJrQezyIHwBA&usg=AFQjCNEsV-L1FaAZ75YJWzSnYvIW07mE8A] 2)Maxim : Maxim’s mission is to be the “three benefits”, “three benefits” refers to benefit both the employees, customers and employers tripartite.
The diversified food, reasonable prices, stylish and comfortable dining environment as well as the principle of service, so that customers will not only enjoy high quality and light cuisine, but also a sense of value for money. [http://www. maxims. com. hk/sc/main. asp] •Markets 1)Fairwood: Fairwood turnover ratio last year, an increase of 9. 8% to HK $ 1. 8295billion (2011: HK $ 1. 6659billion). The gross profit margin declined slightly to 13. 4%. Attributable to equity shareholders a profit of HK $ 0. 1306billion (2011: HK $ 0. 1238billion), an increase of 5. %, and profit from core business activities increased by 8. 2% year-on-year to HK $ 0. 1171billion (2011: HK $ 0. 1082billion). During the year under review, Fairwoodopened a total of ten new fast-food restaurants, including six in Hong Kong and four in the mainland of China. Dated March 31, 2012 in Hong Kong, the Group operated a total of 108 stores, including one hundred and one fast food restaurant, Two Friends of heaven and earth, and five specialty restaurants; with 19 fast-food restaurants in the country. 2)Maxim: Maxim employees up to 12,000 people, more than 540,000 passengers daily service.
Maxim is not a listed company, but the 2011 turnover of HK $ 96. 9228 billion, net profit of HK $600 million, can be described as the highest of the catering industry in Hong Kong. Hong Kong Maxim’s Group was founded in 1956, is Hong Kong’s largest and most diversified Quality Restaurant Group, currently has more than 720 branches, serve more than 600,000 passengers per day. Opened its first fast food restaurant in 1972 , food, decorating, design, dining environment infusion of new thinking in many ways, the fast-food industry has brought new inspiration.
To date, Maxim’s MX has around 70 outlets in Hong Kong, together with other quick service brands including can. teen, Maxim’s Food2 and Hong Kong Day. FavoriteCommonly used FirstCafe de CoralCafe de Coral SecondMaximFairwood ThirdFairwoodMaxim Favorite 15~30 years Over 31 years 15~20 21~30 31~4041~50Over 51 years FirstCafe de Coral 25. 7% Cafe de Coral 33. 2% Cafe de Coral 26. 2% Cafe de Coral 35. 8%Cafe de Coral 27. 6% SecondFairwood 20. 0% Maxim 23. 7% Maxim 23. 1% Maxim 23. 9% Maxim 24. 1%