Café De Coral: Change Implementation


 


A.            Executive Summary


1) Summary of Issues and Reasons for Change


The growing issues of obesity and health-related problems have become the driving force for many food industries to implement changes in the way they promote their business.  For example, different food industries are faced with problems on how to make their company more appealing to the customers. Having a good public image is the problem of many food industries. With this, different food industries try to implement some changes in its marketing approach and attempt to give focus on the Integrated Marketing Communication. 


The purpose of this report is about the agenda for a change management programme which will be implemented in Café de Coral.


2) Description of Change


In order for an organisation or industry to be more competitive in the marketplace, the management must always see to it that they use a management system and strategy that would sustain the capability, strength and competitive position. It is essential that the management team and the organization should be open minded in considering changes so as to cope and adapt to the latest development that are happening within and outside their environment. Industries which consider changes with their management system or any other critical aspects of their business operation are those industries which are aware of the positive benefits that these changes may bring (Yee 1998).  In many ways, change can make work easier, pave the way for future innovations or generally improve people’s lives.  Similarly, change has been adapted by various work organizations for varied reasons.


In this report, the changes will focus on the marketing approach of Café de Coral, specifically in the implementation of the Integrated Marketing Communication.  Herein, the renewed vision will be provided and other aspects which are important for the successful implementation of change will also be given.


B.   Prescription of Change


Café de Coral is known to be one of the popular Chinese fast food brands in the world.  The company is operating in different parts of the world and providing services in different customers.  However, despite of the established brand of Café De Coral and contrary to its previous achievements; it seems that there is a need for the management to redefine its image. The current growing and bustling population is obviously different from the population of the previous decades in terms of health and nutritional attitudes and behaviours.


Today, People are more concerned with their health and figures than ever before. Obviously, the reason for this increased awareness is because of the fact that information is everywhere and every reports and research about diet seem to link fast foods with the growing number of fatness. Furthermore, there is also a number of emerging diet programs that promote and encourage the public to be figure conscious.


This would be a problem for Café De Coral because it has already gained the reputation of a fast food while competitors have already made measures to reduce fats in their products. The company needs to do something about and shift its positive image back. This calls for a new integrated marketing communication plan that should be appealing to current customers. The campaign should make the Café de Coral brand as something that is irresistible, then followed with the information that its products are already health friendly. In this approach, positive changes will be made (Clow & Baack 2004). As the management realise these innovation or needs, Café de Coral decides to implement such changes the soonest possible time.


1)   Vision for renewed Organization:


      Innovation vision gives an uplifting and motivational statement of the ideal future or potentialities of the business. Herein, a simple vision statement integrated with the elements of the business’ strategy guarantees a sense of direction in which the whole industry can subscribe. Creating a vision, for example in innovation needs a prudent and careful thinking.  As mentioned above, the vision statement that should be created must be inspiring, challenging, realistic and believable.


      It is recommended that the vision statement that must be used in the innovation plan of the company is the first vision statement: To be known as a food industry that provides a health-conscious sub-image that would be consistent with the latest trend of health awareness.


       


2)  Direction and scope of change


      It can be said that the vision given above would be most suitable for the innovation in Café De Coral, since it adheres to the needs of the company on having a good reputation which can be recognised not only by the consumer of this generation but also to the future.  In addition, this vision also provides a clear view on the main goal of initiating the innovation in line with the marketing strategy of Café De Coral, particularly the implementation of Integrated Marketing Communication. Further, this vision can also be referred to us enthusiastic and motivational, since it allows the stakeholders to have in mind that the company will have a competitive position since its target is not only to provide quality and satisfying products (meals) but also healthy and nutritious.


 


3)  Café De Coral Changes


The marketing concept has been defined as ‘the key to achieving organisational goals’ and the marketing concept rests on ‘market focus, customer orientation, coordinated marketing and profitability’. In a profit making business like Café De Coral, the firm obviously has to try and achieve this level of customer satisfaction as a way of staying ahead of the competition and making a profit. Specifically, this change will give emphasis on the Integrated Marketing Campaign (IMC) as part of the marketing strategy of the company.


Integrated Marketing Campaign aims to adopt a new health-conscious sub-image that would be consistent with the latest trend of health awareness and the growing concern in obesity among children and target market. In addition, its goal is to   introduce the adoption of a new, separate low-fat menu for children, intended to counter the growing bad publicity being thrown at Cafe de Coral’s. The company is also aware that this kind of strategy which gives importance to the health of consumer would effectively inform their target market about the nutritional value of their food products and how they are different from the traditional Cafe de Coral’s meals.  In addition, the innovation of Integrated Marketing Communication that would be implemented may be able to provide an effective advertising and public relations campaign that would successfully introduce the new Cafe de Coral’s to the public.


 


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