Research Articles Base: Cafe De Coral Strategic Marketing

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.  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. 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)  Speed of Change In this initiating the new Integrated Marketing Communication for Café De Coral, it is recommended that the changes will be implemented the soonest possible time. Herein, the company may impose such change in 6 months. 4)  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. D.  Proposed Action/Implementation Plan/Action Plan             This part of the report will give focus in the implementation plan that Café de Coral must follow. In order to implement the new Integrated Marketing Communication for Café De Coral, the company must be able to follow the following Action Plan.  The model that will be used in this implementation plan is the Force Field Analysis Model. 1)       Leveraging Change To implement the changes properly, it is important to consider an analysis model which will help the company. In this particular change, Force Field analysis will be used.  Force Field Analysis is an approach for looking at all the aspects for and against a certain decision.              That the need for change is higher than its opposing premises. Hence, the implementation of Integrated Marketing Communication for Café De Coral is really needed by the company. In the analysis, it seems that the change is viable.  In order to avoid some problems, the management should see to it that the purpose and objective of the said change are disseminated properly within the organization. In addition, the finance management should allocate enough budgets to sustain the implementation of the change and the management must see to it that they efficiently implement the said changes in Café de Coral. 2)       Renewing Structure and Systems The initial implementation of the change may take place as soon as the change management plan has been modified and disseminated properly among the chose managers, employees or staffs of Café de Coral who will be involved in the said project.  Since, the change process is the initiation of  Integrated Marketing Communication, the management team in this change process will focus advertising as it will not only inform the public about the changes in Café de Coral, but also needs to inform the public about the healthy improvements made and the sales promotions designed. In addition, a new commercial should be released that focuses on the new image of the company. It should show visuals and verbal encouragement in choosing healthy foods, or in particular, choosing the healthy products of Café de Coral. But the trick here is that the commercial should look like it favours the new healthy products more than the traditional products. The key is to emphasise the healthy options and then let the public decide. ·        People Skills As mentioned above, people are one of the essential factors that determines the success or even failure of the change process.  In addition, they can be characterized by all manner of shapes, sizes,  colors, ability levels and intelligence, sexual preferences, gender,  first and second languages,  national origins, religious beliefs, , personalities, and attitudes toward life and work priorities — and these are just a few of the essential aspects along which people vary. Hence, the management of Cafe de Coral, specifically those involved in the change process must be critically selected. The innovative capabilities most needed in this change implementation are those that normally fall under the heading of communication or interpersonal skills. In order to have a successful change management process in Cafe de Coral, the management and employees that initiate the change process has the ability to listen and listen actively, reaffirm, reflect, elucidate without interrogating, to draw out the speaker, to direct or channel a discussion.  In addition, the change agents are also able to plant ideas, and develop them. This is also helpful in order to avoid some resistance among other staffs. 3)       Tailoring Culture In order to tailor the culture aspects within Café de Coral, in line with its implementation of the Integrated Marketing Communication the normative re-educative strategy can be used. In this strategy, the people are considered as social beings attaches to unique cultural norms and values. This strategy is based on the idea that different people are inevitably active in order to satisfy their needs. In Café de Coral, this change strategy can be utilized appropriately, when the employees or the people in the organization have identified dissatisfaction due to different cultures and values.  If the company has been able to encounter conflicts due to cultural differences this method can be used.  The key aspect of its used is that, this strategy focus on not finding the best information to provide guidance on the rational process but to seek an effective and efficient relationship between the value of the whole system imposed by the organisation including the stakeholder and the values of the internal or external environment of the company. The changes can be done through redeployment or reorganisation, and redefining of the existing norms and values that is currently implemented within Café de Coral as well as adapting to new development brought by changes. 4)       Overcoming Resistance In order to overcome the anticipated resistance, the management should see to it that all information regarding the changes is properly disseminated.  In addition, the team manager who will be responsible for the implementation of IMC must highlight its innovation capability. a)  Ongoing innovation capability Implementation of the changes within Café de Coral requires an uncommonly broad and finely practiced set of innovation capabilities of the people within the Cafe de Coral.  ·        Political Innovative Capability Industries are considered as social structures. Without people there can be no institution. Lose sight of this reality and any would-be change agent will likely lose his or her head. In addition, organisations are fervently and strongly political. In this manner, change agents are being risky on not joining the political complexities. Hence, it is one of the most critical areas wherein the management or change agents involved in the change process within Cafe de Coral must make their own judgments and keep their own counsel. ·        Analytical Innovative Capability In implementation of changes, change agent must be able to avoid mistakes by becoming more analytical in every decision they made in line with the change process.  Herein, Insights are considered to be helpful, even functional, and sometimes shines with intelligence, but it is difficult to sell and may be impossible to defend. An articulate, sensible and well-argued analysis can be disregarded and even restrained, but not effectively contested and, in most instances, will carry the day. Two specific sets of innovative capability are very important here: (1) systems analysis or workflow operations, and (2) financial analysis. In this manner, the change agents of Cafe de Coral have the ability to separate and reassemble the systems or the operation focusing the change process in novel way. In addition the change agents of Cafe de Coral have been ability to identify the political and financial impacts of their implementation of changes. Furthermore, since Cafe de Coral is known to be an economically stable industry, the company also has the innovative capability in terms of financial and technological resources. With these innovative capabilities, the company may guarantee a successful implementation of change process. 5)       Leadership of Change In a change management process, the role of the management leader who will be involved in the process must also be highlighted.  In this manner, this part of the paper will provide the key roles of the management leader and member to ensure successful implementation of the changes in Café de Coral. Leadership style is the pattern of behavior used by a leader in attempting to influence group members and make decision regarding the mission, strategy, and operations of group activities. Applying the right leadership style in the right moment and situation is the best approach in effectively managing a change or decision situation. The transformational leadership style is the right one and the most used during the organizational change of strategies, and culture. In line with the change management process within Café de Coral, the leaders who will be responsible for the whole process must encourage and support innovation and open discussion of issues and ideas among the members so that challenges may become opportunities rather than threats. The leadership in a change management process creates a strategic vision, communicate that vision, model the vision, and build commitment to the vision by being consistently involved in the process of changing. By acting as role models, these chosen leaders must inspire employees to put the good of the whole organization above self interest. In addition, upon the implementation of the change process the team leader must also stimulate employees to be more innovative, and they themselves take personal risks and are not afraid to use different types of methods in order to achieve the collective vision. 6)  Communication Change             Communication is an important aspect of work organizations. Through effective interaction, colleagues are able to share insights and learn from each other’s strengths and expertise. Indeed, as other authors have stated, effective communication must always be practiced as it is significant to individual health as well as for the creation of positive relationships. Specifically, the ability to communicate directly affects an individual’s stress levels, self-esteem and relationship quality. In implementing or initiating a change management process or project, one of the most important tool the ensure success is the process of communication.  In this manner, both internal and external communication must be included. 2.2.1 Internal Communication within an organization goes beyond the concepts of effective speaking or listening, or what is commonly considered as linear communication. It is an interactive model which deals with feedback and reciprocal exchanges. According to surveys focusing on areas of improvement among corporations, communication is usually ranked first as an important element within the organization. Specifically, communication is recognized as an important aspect of an organization as it keeps employees well-informed and open to communication channels. Hence, the management must insure that there are open avenues for employees to communicate new ideas, grievances, input and feedback in line with the change management process. It is important that the communication provided by the organisation is clear and consistent from within all levels of the organisation. It must address both organisational and individual employee concerns.  Management behaviour will influence employee behaviour more than the words included in a communication. Employees assess the communication to see if the change meets their needs. Internal Communication is linked to performance, job satisfaction, job avoidance, market conditions, commitment, culture and turnover. Communication process is useful to the success the change process. Herein, a clearly articulated mission or vision statement is an essential part of building the image of the innovation in the minds of the employees. Therefore, effective internal communication is needed during, before and after the change process has been done. If poor internal communications exist, it could lead to lack of job satisfaction, increased job avoidance, reduced performance and commitment and an increase in turnover 2.2.2 External External communication refers to those stakeholders and other individuals which can be an essential part of the implementation of the change process. In this manner, the opinion of the key stakeholders who are not necessarily working within Café de Coral must also be valued. Laszlo and Jean-Franhois (2000) advised that customer involvement provides an opportunity for service companies to get direct and immediate feedback which may be helpful for the implementation of a certain project.  Effective external communications that educate customers and other stakeholders about the changes that will be implemented within the company and explaining to them the importance or significance of such innovation can also help in gaining the support of the external environment. External communication to the stakeholders outside the Cafe de Coral industry may be done through the use of different communication channels such as the internet Cafe de Coral’s website, or audio and video campaigns and printed materials such as magazines, newspapers. E.  Conclusion             The changes that will be implemented within Café de Coral are the used of Integrated Marketing Communication to enhance the company’s public image. In this manner, the company must be able to strategically plan the said changes and efficiently implement such change.  It can be concluded that if Café de Coral should consider a comprehensive implementation or action plan. The company will be sure of having a successful Integrated Marketing Communication.  Giving focus to the essential aspects of planning and implementation is the key to have successful changes within the organisation. Credit:ivythesis.typepad.com

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 beco...

Writing an essay report for senior management of an organisation acting as a consultant commenting on an organisational change process.

Writing an essay report for senior management of an organisation acting as a consultant commenting on an organisational change process. The organisation which I selected is Caf de Coral Group . The report should follow the below format. A) Executive Summary 1) summary of your report 2) relation/role with the organization B) Introduction / Background 1) Background information of the company Cafe de Coral Group (company nature, business, organization structure, mission, performance…etc (where appropriate & use appendix if necessary) 2) General Issues – What are the changes / concerns / problems / issues (eg decrease in efficiency, performance gap, declining business, unhealthy signs, expansion of business, introduction of new things: technology, management  philosophy, standards…etc.) 3) A brief description as an hint for later part C) Environmental Analysis / Environment and Drivers of Change 1) Environment Analysis: i) General: Static/Dynamic, Simple/Complex ii) External: Use PESTEL iii) Internal: Use Growth model iv) Current cultural state: Use cultural web for analysis 2) Analysis of Issues i) What factors from the above analysis make the change necessary ii) What are the scope of this change – That is: the area has changed or may need to change. Try to find a specific but nontrivial aspect. These may include one or more (unlikely all) of the followings: 1)Perople eg. high staffing cost, lack of some particular professionals/skills; to improve morale; lack of some kind of skills, new CEO etc. 2) System eg. implement of ISO9000/14000…etc. or a new office standards; Computerisation / office automation – ERP type changes, new procedures for new regulation / market lead to new system etc. 3) Structure eg. re-engineering, merger of 2 departments, integration of business, formulating of a new product line lead to new structure ets. 4) Mission eg. implementation of company missions, change of missions or business philosophy etc. 5) Culture eg. to foster particular value/culture, to eliminate particular traditions, new leadership, new business/working atmosphere etc. D) Sources of Resistance 1) Do you expect any resistance? – If yes, what are they? Their nature, sources: eg status quo, resistance from long serving “old” staff, structure…etc. – If no, why are you sure? Do you have contingency plan? E) Sources of Leadership 1) What is the existing leadership style? – Use leadership theories to describe your organization’s leadership 2) Whether it is adequate to lead the change? – With reference to change you mentioned above, comment whether the existing leadership can lead the change – Liz Clarke: Change Star Model: why change -> make it manageable -> shared approach -> reinforce team and individual F) Scenario 1) Write a no change scenario 2) Also write a change scenario G) Conclusion – decision to change (identify key issues a change program will need to address -> for next assignment (which will ask for help after this) – brief summary of the decision. H) Reference / Bibliography Credit:ivythesis.typepad.com

Writing an essay report for senior management of an organisation acting as a consultant commenting on an organisational change process.

Writing an essay report for senior management of an organisation acting as a consultant commenting on an organisational change proce...

Senior Management

src=”http://pagead2.googlesyndication.com/pagead/show_ads.js”> Prepare an essay report for senior management of the organization (Cafe© de Coral Group) identifying an agenda for a management of change programmed. ** This report need to and base on the 1st assignment which attached ** The report should follow the below format. A) Executive Summary 1) briefing sum up the problems/issues in the 1st assignment and saying/giving the reason for this 2nd part report 2) then sum up what changes you are going to recommend in this report B) Prescription for change (This part is bases on the 1st assignment. You identified the problems/issues in the 1st assignment and then prescribe a prescription or propose a change that fix the problems or settle the issues. Remember that the contents of this part is depending on the issues developed from the 1st assignment.) 1) Vision for renewed Organization: i) You may give a vision of the future desired state. (mission statement may be needed) e.g. the company is the market leader which provide the best quality products to valued customer e.g. the company is going to be flexible and more responsive to changing customers needs 2) Direction and scope of change: i) Your vision may lead to a different direction or scope of business/state that is different from the current one. Describes it in details. e.g. A change in business operation system such as implementing TOM, ISO systems etc.; or undergone a re-engineering process â€¦ etc. e.g. A transformation change: such as a change of business nature: from property development to infrastructure vs. from property development to bio-technological development â€¦ etc. 3) Speed of Change i) How long the change will last; ii) What is the pace (speed) i.e. going to complete in 3 months or 1 year â€¦etc. 3) Overall speaking: What is the change? D) Proposed Action/Implementation Plan/Action Plan You implementation plan for the above proposed (prescribed change) – Generate Solutions/Alternatives – Analysis of Solutions – Selection of the beat alternative(s) – Can any model/theory be applied to describe the company activities. – e.g. Lewina three phases model or – a simple model of management of change => how this model can apply to the company. (e.g. from how you recognize a problem, to evaluate the change) 1) Leveraging Change – Force-field analysis of your situation: ie. Listing and analyzing the supporting and resisting forces for the change using the Force field analysis model 2) Renewing Systems & Structure – Leverage: What are the desirable: – structure, systems, people and how to achieve them – What are the strategies to overcome anticipated / expected resistance e.g. Furnham strategies, conceptual blocks â€¦ etc. 3) Tailoring Culture – how to achieve the desirable culture – what the company will use to cultivate such culture e.g. integration programs such as training & development, mentoring, reinforcement â€¦ etc. 4) Overcoming Resistance 5) Leadership of Change – what kind of leadership is desirable in achieving the vision – eg. Leadership Theories: discuss some of the following theories to see which is more useful in leading your company change & why – Mintzberg Role Theory – French & Raven â€“ Power & Leadership – Leadership style – John Adair â€“ Action Centred Leadership (Please consider the pros and cons of the selected theories, not all the above are relevant to the case, please tailor made one or contrast two for the company only) 6) Communication Change – What are the mechanism/channel of communication and how to ensure that the message get across the org.: e.g. formal consultation, participation of staff from various level etc. E) Conclusion – Summary of major issues F) Reference / Bibliography Credit:ivythesis.typepad.com

Senior Management

src=”http://pagead2.googlesyndication.com/pagead/show_ads.js”> Prepare an essay report for senior management of the organization (Caf...

Develop a Brand Management

For a company of your choice, create and develop a brand management strategy including the development of brand name and logo. Please don’t do McDonald’s. Student should explain the basis on which the brand is to be valued, justify their brand decisions and demonstrate the role of marketing mix in supporting their development proposals. Company: Cafe de Coral – Hong Kong 1. Report Format 2. 2,000 words 3. Harvard Referencing http://library.curtin.edu.au/referencing/Harvard. PDF 4. – website search company background – what does the company do and their strategy – Brand elements Brief description of the Brand (around 200 words) 1. Introduction and History of the company 2. Types of brand – manufacturer – owned brand or distributor – owned brand or others 3. Product/service provided Brand Development Strategy of the company (around 500 words) 1. Brand elements (Memo ability, Meaningfulness, Liability, Transferability, Adaptability, Protect ability) 2. Brand positioning and values – brand positioning (target market, points of difference and parity) – brand values and brand mantras – Leverage of secondary associations Brand development Strategy of the company (around 500 words) 1. Role of marketing mix (4P) in supporting the brands Evaluation of Brand Development Strategy of the Company (around 200 words) Contradictory arguments (around 400 words) Recommendations (around 200 words) Credit:ivythesis.typepad.com

Develop a Brand Management

For a company of your choice, create and develop a brand management strategy including the development of brand name and logo. Pleas...

Sample Management of Change Essay on Cafe de Coral

Management of Change: Café de Coral Executive Summary Report Summary It is undeniable the competition in the business arena is very stiff. People in the business world must find the best way in order to be successful. Business, nowadays, have to cut cost to the bone by downsizing, outsourcing, offshore IT development and management. The growth of an organisation now depends on the ability of the businesses to innovate. Innovation is no longer regarded as the exclusive preserve of the research and development department. Instead, many businesses see that innovation must become a part of the core competency of every part of the organisation and its network of business partners (McKie 2004). Relevance with the Organization Perhaps, every organisation wants to initiate a management system and strategy that could maintain the organisation’s capability, strength and competitiveness. It is important that the management team and the organisation per se should always open their mind for changes that they might encounter in order to cope and adapt to the latest development that are happening within and outside their environment. With the constant changes in this world and with the tremendous growth of technologies, many people especially those in the working organisation find themselves normally adapting. This is because change can bring many improvement and development in certain aspects. 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 organisations for varied reasons. Hence, as a competitive organization, Café de Coral Group must be open- minded to changes so as to have sustainable market ability and maintain the competitive advantage of the company. Introduction Company Background Café de Coral Group is recognised as the largest publicly Chinese Fast food restaurant group. This has 330 outlets all over Asia Pacific and has 200 quick service restaurants in North America. With it 540 outlets, 120 and 75 outlets are operational under the household of Café de Coral and New Asia Dabao respectively. In addition, the company also has 200 outlets operated under the leading brand of Manchu Work and 20 outlets with a name of Oliver’s Super Sandwiches. The group has also specialty restaurants such as Bravo le Café, Spaghetti House, Super Congee and Noodles, Ah Yee Leng Tong and Bistro M and had a well established institutional catering business in the trade name of Asia Pacific Catering. Café de Coral came from the Chinese ideal which means togetherness and forms three word logo which means that both the shareholders, the staffs and the target market should be “all happy together” at Café de Coral. The company has a motto of “A Hundred Points of Excellence”. This shows the strong commitment of the organization to strive for excellence through their corporate strategies. The mission of the company is to establish the Café de Coral Holdings as a well-known corporation in the food and catering business as the largest Chinese quick service restaurant group which maintains a publicly recognised competitive position in the market place, quick service chain business having a vertical and horizontal diversification to the food services, food processing and distribution, catering and hospitality sectors all over the world. Brief Description of Change Each and every industries may it be small or large companies are subject to different factors that affect the firm’s function as a whole. In the light of this, there are certain ways or techniques that can be considered in order to emerge and continue to be competitive within the market place. One of these is the initiation of changes and innovation within the industrial sector so as to provide quality products and services to the consumers and to ensure that the company will be able to outgrow their rival companies. Known as change management, companies, businesses and working organisations are integrating change into their work system so as to be competitive and be more efficient in satisfying clients or customer needs. According to Carlopio (1998) change may be referred as the implementation of an innovation, in which the vital role is to improve output through an adaptation of practices. As an inevitable competitive leader in the fast food and dining-out business, Café de coral has always try to innovate their products and marketing strategy so as to achieve quality products and services to their customers which is a part of the string commitment with the business. The change process will be in line with redefining the image of the group through the use of Integrated Marketing Communication. Environmental Analysis General Analysis The Café de Coral Group will be analysed using simple analysis approach. The growing and bustling population of today is obviously different from the population of the previous decades in terms of health and nutritional attitudes and behaviors. People today 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 nutrition seem to link fast foods with the growing number of obesity. Furthermore, there is also a number of emerging diet programs that promote and encourage the public to be figure conscious. This is a problem for the group because it has already gain the reputation of a fast food that continuously provides unhealthy food; whereas 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 Group brand as something that is irresistible, then followed with the information that its products are already health friendly. In this approach, certain changes will be made. External Analysis: PESTEL Each and every industries may it be small or large companies are subject to different elements that affect the firm’s function as a whole. These elements are considered as the driving forces for the success or even the downturn of a business. One of the factors that must be considered by any company is the external environment and the underlying aspects that must be given emphasis by any business organisation. As mentioned, the case was about the changes that must be implemented by Café de Coral and how the company had been able to adjust to the stiff competition of this kind of business. In this regard, the environment of the group will be analysed using the PESTEL model. PESTEL model evaluates the political, economic, socio-cultural, technological, physical (environmental) and the legal factors. Political Sector In terms of political sector, the company sees to it that they follow the rules and regulations imposed by the government. In the case of Café de Coral, the company sees to it that they always adhere to the policies imposed and that their organizational goals are achieved without disobeying such policies. In addition, whenever the company is having changes, they make sure that all rules and regulations are set and they are always ready to follow it. In addition, the company also imposed corporate governance to be followed in all levels of the organisation. Economic Sector Economically speaking, it can be said that Café de Coral being known as the largest Chinese fast food restaurant has been able to help the economy China as well as in Hong Kong, by providing some financial needs to boost the economy of both countries. In doing so, the company is also benefited to become more economically stable in spite of the challenges it faced. In addition, it can be said that the company has been able to cope with the global competition that it become financially stable. Social Aspect Society e is an important factor that must be given emphasis by any business, specifically those who are operating in the global arena. It is important that the company must operate in compliance with the social systems in order to gain good reputation and effective public image. In the case of Café de Coral, the company has been able to consider social aspects by giving emphasis to the international market and the context of globalization. With this ideology, the company has been able to give importance not only with the Chinese market but most especially to stakeholders in the international level. Technological Sector The complexities of achieving business success through increased efficiency, effectiveness and competitiveness, combined with innovative applications of modern technology, has heightened the awareness of both the industry and a foreign country to ensure quality products and service(Luftman, Lewis & Oldach, 1993). In line with the technological capacity of the company, it can be said that Café de Coral is using advanced technology to ensure that they provide quality and excellent products and services with their target market. Their technology is built upon the highest quality and functions in order to provide customer’s demands in global market. Herein, the physical resources of the company were being monitored to maintain its efficiency to further enhance the organization’s position to become competitive in the industry. Furthermore, the company has been able to use information technology as part of their strategy in order to be more innovative and gain more in terms of productivity and profit. Environmental Factors Café de Coral will also be evaluated in terms of environmental aspects. The environmental resources of the Café de Coral ensure that they would always have a facility and technology that would be able to carry out products and services that would eventually satisfy all their customers. The company has been able to consider all its environmental resources to enhance their competitiveness. Further, the joint ventures and mergers of the group have expanded the resources of the company to become more stable and become one of the leaders in the steel industry. Legal Aspects A company will not be able to gain success if they will not consider legal sector as part of their strategy in entering an international marketplace. Legally speaking, Café de Coral has been able to abide laws of the regions where it is operating. In addition, the company has also been able to follow the law in terms of environmental protection, and other health concerned specifically with the field of their business which is food production. The company always sees to it that all the operations locally and internationally would be legal. In addition, the company has seen to it that they abide by the law by paying their taxes annually. Current Cultural State Analysing cultural aspects is equally essential, in order to understand the various needs of different individuals that belongs to different cultures (Hofstede 1991). With this ideology, the company has been able to give importance not only with the Chinese and market but most especially to stakeholders in the international level. In addition, Café de Coral management sees to it that they value the opinion of their employees no matter what is their nationality. Since, this company is competing globally; it cannot be denied that they need employees from different cultures to be in the company to help in the decision making. It is also indicated that the international managers has been able to create a positive relationship in the local managers because of the reorganization done by Café de Coral management. Analysis of Issues Since many customers of fast food chain nowadays are health conscious, different fast food industries are doing its best to become more appealing to their customers in terms of having products which are healthy friendly. However, the problem or issue facing Café de Coral is not on the product per se but on how they would let their customer know that what they have are healthy products. Hence, it can be said that it is important that Café de Coral should consider changes in terms of their campaign for public image and this can be done through the use of Integrated Marketing Communication. Factors for Changes Companies, industries and working organisations may implement a change in their management system due to the internal and external forces (Yee 1998). Herein, the chance process may be imposed at different sectors in the structure of firms (Swenson 1997) and that transformations may be universal or restricted (Reigeluth 1994). Internal forces that drive changes include growing business needs, organisation reform, or adjustment and modification of the corporate strategy or business objectives. On the other hand, external drivers may include the improvement of technology, the need for electronic and technical services and the economic trend and development that influence the profitability of the industry. In initiating changes or innovation within a business sector, there are many factors that must be considered in order to make certain that the changes will enhance business performance and adheres to the vision or goals set. One of these factors is the willingness of the management of the company to initiate innovation. Without the support of the entire management, the innovation of the company will not be possible. In line with Café de Coral it is important that the management of the company will provide its full support for the innovation plan, process and design. Another factor that must be considered is innovation manager. Another factor is having a thriving organisational culture. Organisational culture is the “deeper level of basic assumptions and beliefs that are shared by members of an organisation, that operate unconsciously, and that define in a basic ‘taken for granted’ fashion an organisation’s view of it and its environment.” (Schein 1985) A less precise definition is that culture is the way we do things around here. Organisational culture involves symbolic actions and physical settings. Scope of the Changes In this innovation, the critical area that must be given attention is the advertising and promotional campaign of Café De Coral. Generally, advertising or promotional campaigns are regarded as an open sponsorship of offering products, services and any ideas through the use of any mediums of communication. In this regard, there are different kinds of media which are use for advertising and promotional campaign purposes. The major advertising media include magazines, newspapers, radio and television, billboards, business publications and circulars which are being sent through mails. However, with the evolution of the modern technology specifically the existence of the World Wide Web had made the internet to be considered as one of the most essential advertising media. Basically, in this new IMC theme, the focus will be heavily on advertising and sales promotion. Sources of Resistance Although there are different factors that support innovation, there are also some aspects which inhibits or restrain innovation. The following are the possible resistance that inhibits the success of innovation; these are the perception or reaction of stakeholder, organisational culture and absence of support. One of the resistances that may occur is the reactions of the employees or the members of the working organisation. Although there are employees who will be in favour in the changes for example in advancing the technological facilities of their offices, some may not be in favour or such implementation. Some would say that the improvement should not be done for these facilities due to the tendency that to malfunctions. In addition, the people that implement such technological advancement might not have enough knowledge to resolve the malfunctioning of the facilities. Inability of the management to provide support on the implementation of the innovation will hinder the transformation in achieving the set goals. Furthermore, it is also important to note that communication skills are also a factor that must be considered. Lack of communication among management and mangers who will implement the innovation may lead to conflict which may affect the overall progress of the innovation. The cultural differences of the stakeholders may have the tendency to create inner conflicts. Due to cultural differences, the employees may not function harmoniously thus making the implementation of change be more complicated. In addition cultural differences may lead to another conflict within the organisation due to arguments and other conflicts that might be created. When assessing the interaction between culture and empowerment, the company must be able to identify and understand those subcultures that might engender a work environment more or less empowering than the larger organisational system (Wilkins & Dyer, 1988). Contingency Plan The management should be able to develop a thriving organizational culture and a stronger organization by good management of the stakeholders, providing their needs and the things that they deserve in order for them to be motivated for their sake and for the organization’s sake as well. In addition, Elements such as work processes, organization design, career path, performance management and a compensation program are part of human capital management strategy and a plan to ensure continuing success. The change management process imposed by the company must have been seen that they may also encounter problem with some of their stakeholders like employees, customers and others. Also, in managing people with different culture, the human capital management should also incorporate a governance process to ensure equality among employees. Hence, even though managing people in organization is the most difficult responsibility to be taken, it is also the most challenging part that if given enough attention, focus and consideration, this would enhance the employees loyalty and hard work that may not only benefit them but as well as the organization may it be a non-profit or a profit oriented organization. In general, people can give more than what is expected if the management were able to provide them extra hand and minds and if the management give them extra time, extra information and extra people in order to do their job properly. One of the conflicts that may arise in the implementation of change in an organization is the absence of support in sustaining the success that can be achieved in the process. Change is a social process that should be undertaken in a continuing phases and not just a decision event (Carlopio 1998). Thus, those involved in the change process must undergo learning experiences in order to appreciate the objectives of the change. In order to solve such conflicts, the management of the working organization must be able to see to it that the objectives and the purpose of the change have been disseminated properly and that all the employees and stakeholder must know that they are important in making such change successful. Hence, the management must have the ability to foresee all the possible problems that might be encountered that would hinder the employees and other involved authorities to support the change that would be implemented. Leadership Leadership comprises the aptitude and ability to inspire and influence the thinking, attitudes, and behavior of other people (Adler 1991). Leadership is a process of social influence in which one person is able to enlist the aid and support of other individuals in the achievement of a common task (Chemers 1997). The current leadership style of Café de Coral is the authoritative or democratic style of leadership. In this type of leadership, the leader and the selected subordinates are involved in the process of the decision making. Herein, the subordinates have the right to voice out their ideas and thought which they think would be helpful for the leader in making the final decision. On the other hand, in this style of leadership the leader is in control or has the authority for the final decision. This kind of leadership style is very suitable for implementing the said change for the organization. Through this, the leader of the company may be able to know the opinion of the subordinates in order to effectively impose the changes within Café de Coral. Scenario No Change Scenario In this no change scenario, the company is assured that they still do not need the changes of their marketing strategy or marketing communication campaign. In this manner, Café de Coral believes that having a new campaign strategy using IMC is not yet advisable for the company because of the ongoing support of their customers to the products and services that they offer. The company also believe that changes in this aspect are not necessary because the products and services are healthy friendly. Change Scenario The change is needed so that the customers will be aware that Café de Coral adheres to the needs and demands of the customers for having a health friendly food products and services. The change will be implemented as soon as the organization had strategically plan the changes and all the concepts needed to make the change successful. The change is needed so that the company will be able to have a more comprehensive campaign through Integrated Marketing Communication focusing on advertisement and sales. Conclusion According to Beverage (2003) the management leaders must be willing to keep their fingers on the pulse of the organization, by monitoring what is working and not working in the process of the organization change. In order to implement the strategy of change effectively and successfully, the management must create s safe environment for changes, reassure, support, and commitment on the organization. Therefore, it is concluded that, changes of management is not bad as long as the changes made can really enhance the competitiveness and strength of an organisation. It is effective, if and only if, a thorough investigation and evaluation of the organization’s performance has made. And if the study suggests that there is a need for change, then that is the only time, the organisation should imposed required changes to be done. Because, change of management system is very critical or crucial, one wrong move, the company, might faced its biggest downturn instead of strengthen and expand its business portfolio and survive to the stiff competition in the business arena. It is recommended that Café de Coral Group must see to it that the changes are well planned and implemented carefully, because these will the basis for the success and/or failure of any organisation.   Credit:ivythesis.typepad.com

Sample Management of Change Essay on Cafe de Coral

Management of Change: Café de Coral Executive Summary Report Summary It is undeniable the competition in the business arena is very stiff...

Sample Marketing Strategy Analysis Study on Cafe de Coral’s Change Implementation Approach and the Introduction of Integrated Marketing Campaign which aims to adopt a new health awareness sub-image

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)  Speed of Change In this initiating the new Integrated Marketing Communication for Café De Coral, it is recommended that the changes will be implemented the soonest possible time. Herein, the company may impose such change in 6 months.   4)  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. D.  Proposed Action/Implementation Plan/Action Plan             This part of the report will give focus in the implementation plan that Café de Coral must follow. In order to implement the new Integrated Marketing Communication for Café De Coral, the company must be able to follow the following Action Plan.  The model that will be used in this implementation plan is the Force Field Analysis Model. 1)       Leveraging Change To implement the changes properly, it is important to consider an analysis model which will help the company. In this particular change, Force Field analysis will be used.  Force Field Analysis is an approach for looking at all the aspects for and against a certain decision.  Figure 1: Force Field Analysis               Figure 1 shows that the need for change is higher than its opposing premises. Hence, the implementation of Integrated Marketing Communication for Café De Coral is really needed by the company. In the analysis, it seems that the change is viable.  In order to avoid some problems, the management should see to it that the purpose and objective of the said change are disseminated properly within the organization. In addition, the finance management should allocate enough budgets to sustain the implementation of the change and the management must see to it that they efficiently implement the said changes in Café de Coral. 2)       Renewing Structure and Systems The initial implementation of the change may take place as soon as the change management plan has been modified and disseminated properly among the chose managers, employees or staffs of Café de Coral who will be involved in the said project.  Since, the change process is the initiation of  Integrated Marketing Communication, the management team in this change process will focus advertising as it will not only inform the public about the changes in Café de Coral, but also needs to inform the public about the healthy improvements made and the sales promotions designed. In addition, a new commercial should be released that focuses on the new image of the company. It should show visuals and verbal encouragement in choosing healthy foods, or in particular, choosing the healthy products of Café de Coral. But the trick here is that the commercial should look like it favours the new healthy products more than the traditional products. The key is to emphasise the healthy options and then let the public decide. ·        People Skills As mentioned above, people are one of the essential factors that determines the success or even failure of the change process.  In addition, they can be characterized by all manner of shapes, sizes,  colors, ability levels and intelligence, sexual preferences, gender,  first and second languages,  national origins, religious beliefs, , personalities, and attitudes toward life and work priorities — and these are just a few of the essential aspects along which people vary. Hence, the management of Cafe de Coral, specifically those involved in the change process must be critically selected. The innovative capabilities most needed in this change implementation are those that normally fall under the heading of communication or interpersonal skills. In order to have a successful change management process in Cafe de Coral, the management and employees that initiate the change process has the ability to listen and listen actively, reaffirm, reflect, elucidate without interrogating, to draw out the speaker, to direct or channel a discussion.  In addition, the change agents are also able to plant ideas, and develop them. This is also helpful in order to avoid some resistance among other staffs. 3)       Tailoring Culture In order to tailor the culture aspects within Café de Coral, in line with its implementation of the Integrated Marketing Communication the normative re-educative strategy can be used. In this strategy, the people are considered as social beings attaches to unique cultural norms and values. This strategy is based on the idea that different people are inevitably active in order to satisfy their needs. In Café de Coral, this change strategy can be utilized appropriately, when the employees or the people in the organization have identified dissatisfaction due to different cultures and values.  If the company has been able to encounter conflicts due to cultural differences this method can be used.  The key aspect of its used is that, this strategy focus on not finding the best information to provide guidance on the rational process but to seek an effective and efficient relationship between the value of the whole system imposed by the organisation including the stakeholder and the values of the internal or external environment of the company. The changes can be done through redeployment or reorganisation, and redefining of the existing norms and values that is currently implemented within Café de Coral as well as adapting to new development brought by changes. 4)       Overcoming Resistance In order to overcome the anticipated resistance, the management should see to it that all information regarding the changes is properly disseminated.  In addition, the team manager who will be responsible for the implementation of IMC must highlight its innovation capability. a)  Ongoing innovation capability Implementation of the changes within Café de Coral requires an uncommonly broad and finely practiced set of innovation capabilities of the people within the Cafe de Coral.  ·        Political Innovative Capability Industries are considered as social structures. Without people there can be no institution. Lose sight of this reality and any would-be change agent will likely lose his or her head. In addition, organisations are fervently and strongly political. In this manner, change agents are being risky on not joining the political complexities. Hence, it is one of the most critical areas wherein the management or change agents involved in the change process within Cafe de Coral must make their own judgments and keep their own counsel. ·        Analytical Innovative Capability In implementation of changes, change agent must be able to avoid mistakes by becoming more analytical in every decision they made in line with the change process.  Herein, Insights are considered to be helpful, even functional, and sometimes shines with intelligence, but it is difficult to sell and may be impossible to defend. An articulate, sensible and well-argued analysis can be disregarded and even restrained, but not effectively contested and, in most instances, will carry the day. Two specific sets of innovative capability are very important here: (1) systems analysis or workflow operations, and (2) financial analysis. In this manner, the change agents of Cafe de Coral have the ability to separate and reassemble the systems or the operation focusing the change process in novel way. In addition the change agents of Cafe de Coral have been ability to identify the political and financial impacts of their implementation of changes. Furthermore, since Cafe de Coral is known to be an economically stable industry, the company also has the innovative capability in terms of financial and technological resources. With these innovative capabilities, the company may guarantee a successful implementation of change process.   5)       Leadership of Change In a change management process, the role of the management leader who will be involved in the process must also be highlighted.  In this manner, this part of the paper will provide the key roles of the management leader and member to ensure successful implementation of the changes in Café de Coral. Leadership style is the pattern of behavior used by a leader in attempting to influence group members and make decision regarding the mission, strategy, and operations of group activities (Scholl 2000). Applying the right leadership style in the right moment and situation is the best approach in effectively managing a change or decision situation. The transformational leadership style is the right one and the most used during the organizational change of strategies, and culture. In line with the change management process within Café de Coral, the leaders who will be responsible for the whole process must encourage and support innovation and open discussion of issues and ideas among the members so that challenges may become opportunities rather than threats (Bass 1998). The leadership in a change management process creates a strategic vision, communicate that vision, model the vision, and build commitment to the vision by being consistently involved in the process of changing. By acting as role models, these chosen leaders must inspire employees to put the good of the whole organization above self interest. In addition, upon the implementation of the change process the team leader must also stimulate employees to be more innovative, and they themselves take personal risks and are not afraid to use different types of methods in order to achieve the collective vision.   6)  Communication Change             Communication is an important aspect of work organizations. Through effective interaction, colleagues are able to share insights and learn from each other’s strengths and expertise. Indeed, as other authors have stated, effective communication must always be practiced as it is significant to individual health as well as for the creation of positive relationships. Specifically, the ability to communicate directly affects an individual’s stress levels, self-esteem and relationship quality (Donatelle & Davis 1998).   In implementing or initiating a change management process or project, one of the most important tool the ensure success is the process of communication.  In this manner, both internal and external communication must be included.   2.2.1 Internal Communication within an organization goes beyond the concepts of effective speaking or listening, or what is commonly considered as linear communication. It is an interactive model which deals with feedback and reciprocal exchanges. According to surveys focusing on areas of improvement among corporations, communication is usually ranked first as an important element within the organization (Harris, 1993). Specifically, communication is recognized as an important aspect of an organization as it keeps employees well-informed and open to communication channels (Pettit, Goris & Vough 1997). Hence, the management must insure that there are open avenues for employees to communicate new ideas, grievances, input and feedback in line with the change management process (Carnevale & Stone 1994). It is important that the communication provided by the organisation is clear and consistent from within all levels of the organisation. It must address both organisational and individual employee concerns.  Management behaviour will influence employee behaviour more than the words included in a communication. Employees assess the communication to see if the change meets their needs. Internal Communication is linked to performance, job satisfaction, job avoidance, market conditions, commitment, culture and turnover. Communication process is useful to the success the change process (Robbins 1999). Herein, a clearly articulated mission or vision statement is an essential part of building the image of the innovation in the minds of the employees. Therefore, effective internal communication is needed during, before and after the change process has been done. If poor internal communications exist, it could lead to lack of job satisfaction, increased job avoidance, reduced performance and commitment and an increase in turnover (Robbins 1999)   2.2.2 External External communication refers to those stakeholders and other individuals which can be an essential part of the implementation of the change process. In this manner, the opinion of the key stakeholders who are not necessarily working within Café de Coral must also be valued. Laszlo and Jean-Franhois (2000) advised that customer involvement provides an opportunity for service companies to get direct and immediate feedback which may be helpful for the implementation of a certain project.  Effective external communications that educate customers and other stakeholders about the changes that will be implemented within the company and explaining to them the importance or significance of such innovation can also help in gaining the support of the external environment (Orphen 1997). External communication to the stakeholders outside the Cafe de Coral industry may be done through the use of different communication channels such as the internet Cafe de Coral’s website, or audio and video campaigns and printed materials such as magazines, newspapers.   E.  Conclusion             The changes that will be implemented within Café de Coral are the used of Integrated Marketing Communication to enhance the company’s public image. In this manner, the company must be able to strategically plan the said changes and efficiently implement such change.  It can be concluded that if Café de Coral should consider a comprehensive implementation or action plan. The company will be sure of having a successful Integrated Marketing Communication.  Giving focus to the essential aspects of planning and implementation is the key to have successful changes within the organisation. Credit:ivythesis.typepad.com

Sample Marketing Strategy Analysis Study on Cafe de Coral’s Change Implementation Approach and the Introduction of Integrated Marketing Campaign which aims to adopt a new health awareness sub-image

Café De Coral: Change Implementation A. Executive Summary 1) Summary of Issues and Reasons for Change The growing issues of obe...

Sample Essay Cafe de Coral is the Largest Chinise Restaurant Chain in the World

Stratégique Brand Management Café de Corral – Hong Kong   Company Background             Café de Coral is the largest Chinese restaurant chain in the world. It is listed in the Hong Kong stock exchange. Café de Coral has different business operations and has managed to expand its business worldwide. “Major operations include fast food outlets, institutional catering, specialty restaurants, food manufacturing, distribution and other overseas food and beverage businesses” (Source: www.cafedecoralfastfood.com/eng/main/index’s).   Profile             Café de Coral is Hong Kong’s leading fast-food brand. The company is the undisputed market leader in Hong Kong and is currently serving an average of 300,000 customers everyday. The company boasts its broad experience in the food and catering industry that made them the biggest and most successful brand in Hong Kong. The company’s 34 years of proven experience has made them one of the market leaders in Asia.  Product             café de Coral offers a wide array of food to choose from. Its specially designed menu aims to meet every customer’s tastes and budgets. Café de Coral offers 100 items on the menu that are intended for customers that seek good food, fun dining experience and affordable prices. The food items are regularly rotated to offer the customers a variety of choices. The standard menus range from western cuisine to traditional Chinese dishes. The company also introduces new and innovative products regularly. Place Every restaurant is strategically located to reach the target markets and attract potential customers. Restaurants are located in different mixed use district, business core, shopping centers, industrial areas, private and public and housing estates. The restaurants are modern in terms of designs and have warm ambiance that encourages maximum customer flow.  People The staff at Café de Coral are friendly and warm. They are dedicated and energetic. The service team is properly trained in order to render high quality service to Café de Coral’s valued customers. Café de Corals customers are diverse. People from all walks of life and different backgrounds come to Café de Coral to experience the state of the art ambiance, best food and high quality service.  Promotion “Achieving A Hundred Points of Excellence” has been our commitment to our customers and is now a household catch phrase. As part of our on going campaign to strengthen the Café de Coral Brand, proactive advertising campaigns are launched on a continual basis. Through the campaign, the brand image has been further enhanced by positioning Café de Coral as a place not just for best taste and value meals but also a popular meeting place for all walks of life (Source: cafedecoral.com/web/sub/sbu1_2.htm). Prospect Café de Coral is dedicated to accommodating changing market needs and continues to uphold its reputation and status as the leader in the field of food service. Total dining experience is continuously being enriched by developing new products and constantly improving the facilities and incorporating exiting design concepts. The company is looking forward to establishing a stronger market lead in the Chinese market. Café de Coral is planning for China expansion.   History             The first Café de Coral opened in 1968 on Sugar Street, Causeway Bay. After years of hard work, Café de Coral evolved from a single outlet to a leading Chinese fast food chain with over 120 restaurants, serving over 300,000 customers daily (Source:www. cafedecoralfastfood.com/eng/company/company’s).   Products and Services Provided Signature Products  “Baked Pork Chop with Rice”, “Hot Pot”, “Chicken in Glutinous Rice” and “Tea with Milk” are all signature products of Café de Coral with huge success, but we don’t just stop there. We want to be better than the best and we never stop evaluating our signature products to make improvements, so that you always get the best without even having to ask for it. Premium Ingredients  Besides our well established menu, Café de Coral also explores into the realm of the newest tastes. We even introduced luxurious dishes that used to be served only in the most prestigious hotels and high-end dining restaurants, such as our Winter Melon Soup that comes in one-person portion, Shark’s Fin Soup, King Size Scallop and Camped ore Soup. You always get the best food with the best value for money at Café de Coral. Quality Control  Café de Coral insists so much on food quality that we set the strictest standard for every step, from merchandizing, cooking to storage. We also hire an independent team to examine and evaluate the quality of food at each branch. And you, as our customer, of course have the say – we conduct surveys regularly to understand what you need in terms of food and services (Source: www.cafedecoralfastfood.com/Eng/compagnie/company01.jsp).   Services  A Hundred Points of Excellence    “A Hundred Points of Excellence” is our motto and every one of the 10,000 Café de Coral employees treats “customer satisfaction” as a mission. We try our best to improve our service and food every minute so that you always get the best.     Staff Training Café de Coral provides training for employees on all levels regularly, to refine their individual skills and to improve their co-operation skills as a team. “Mystery shoppers” program is conducted to reveal the real service quality and employee’s attitude. This auto-amelioration is surely one vital step in elevating the standard of service (Source: www.cafedecoralfastfood.com/Eng/compagnie/company02.jsp).   Brand Development Strategy             One of the most important brand strategies that Cafe de Coral must develop is creating consumer demand by using advertising and promotion. The company must be able to communicate the brand effectively to the consumers. Café de Coral must continuously launch advertising campaigns in order to strengthen its Brand. Advertisements will be primarily used to build marketing relationship between the consumers and the company’s brand. The company is continuously growing with the aid of effective marketing studies that aim to identify opportunities for expansion, targeted marketing opportunities and discover new niches. The company is growing in a breath-taking rate with over 330 outlets in Asia Pacific region, and over 200 quick service restaurants in North America. The company has expanded its operations, which now include fast food, institutional catering, specialty restaurants, food manufacturing, distribution and other overseas food and beverage enterprises. The company is also determined to sustain customer loyalty by continuously improving the products, the ambiance of the restaurant and maintaining a high level of service quality. Café de Coral has developed a reputation of being both the best place to eat best taste and value meals and a place where from different backgrounds and social levels can meet and mingle. According to Hamlin (2000), the company offers a diverse menu so that the customers would visit more than once a week and have a different selection to choose from each time (p.22).  Café de Coral offers a menu that is specially designed to meet the tastes and budgets of every customer. It also introduces new products and seasonal products regularly. The stores are well designed and have a warm and relaxing environment that attracts different people. The stores are strategically located in areas where they can reach their target market and can gain access to potential customers.   Brand Elements 1. Memo ability and Recognition             The company must employ different advertisement campaigns in order to make the mainstay customers and potential customers remember the company and its products and service more. Because of the effective advertisements, Café de Coral is easily recognized and recalled by the customers. The company has successfully created a recognizable identity among their many communications and product lines. The company’s “Achieving a Hundred Points of Excellence’ has earned wide recognition and memo ability among its customers. 2. Meaningfulness             The company must use brand names, brand logos, brand symbols, brand slogans and brand characters that are descriptive, persuasive and interesting in order to attract the customers. These can be combinations of both visual and verbal approaches.   Brand Positioning             Category Membership is important in establishing and sustaining the company’s brand position. Attributes and image must be used to provide rationales that will give consumers reason to believe that Café de Coral’s brand has the benefit that implies membership in a category. Brand attribute must be used in order to create a point of difference. It is very important for the company to inform the customers of Café de Coral’s membership before stating its point-of-difference in relation to other category members. It is well known that Café de Coral is a fast food restaurant but it is important that the customers know what sets Café de Coral apart from other quick service restaurants such as McDonalds. The company must develop concurrent marketing programs where one features membership and the other the point-of-difference. Developing compelling points of difference is crucial to effective brand positioning. Café de Coral is known as the largest Chinese quick service restaurant chain in the world. The point of difference between Café de Coral and its biggest competitor, McDonalds is the menu, ambiance and service style. The company must focus on highlighting this edge and product development and improvements. The advertisement must convince the customers that Café de Coral offers the more superior products, ambiance and service quality together with affordable prices.   Marketing Mix Strategies             A carefully formulated marketing Mix is important in positioning Café de Coral in the customers’ minds. The elements of the marketing mix (product, promotion, price and distribution) are essential in order to carry out a brand management strategy. The aim of the marketing mix is to create a favorable customer view of Café de Coral using promotional messages, pricing strategy, mode of distribution and the product and service appearance.   1. Products             Café de Coral’s products and services are important in creating a favorable image of the company in the customers’ minds. This image is reflected in the customers’ perceptions and feelings about the products and services. Attention must be given to the benefits that the customers get from Café de Coral’s products and services. The customers must be convinced that the company is capable of giving them the benefits that they expect in order to attract them. Product decisions should include quality, features, options, style, brand name, packaging, services, and returns. Special attention must be given to quality.             Quality reflects differences among products or differences among services. As long as it is possible to create differences among products then it should be possible to create differences in quality. Even in cases where it is difficult to create differences, producers can still try to promote products through ‘perceived’ quality differences, i.e. the way in which they are perceived by the customer. Quality is a relative value that people attribute to things. It reflects people’s expectations concerning a product or service and how well it will provide the various benefits they require from using it. Fortunately, large groups of people have shared ideas about quality and it is possible to produce and market products and services that will meet with the perceptions of large groups of customers. Groups of customers sharing a common perception of a particular level of quality form market segments. A firm can direct its promotional messages to these groups of customers provided that it knows how to reach them. Product quality contributes to business profitability. It has been found to be positively related to market share and return on investment over a wide range of products and in different market situations (Proctor 2000, p.214). 2. Promotion             Café de Coral’s products and services must be noticed and must be trusted by the customers. This can only be achieved through an advertisement campaign that stands out. Advertisements must be able to catch the customers’ attention and deliver the message in an original way that will ensure customer memorably and recognition. The advertisements of Café de Coral must not only inform but it must also entertain to be able to attract customer attention and interest. Café de Coral must give emphasis to images because they have the “capacity to capture the essence of a thousand words” (Proctor 2000, p. 229). 3. Price             Due to stiff competition, Café de Coral must maintain a competition-oriented pricing. 4. Distribution             The distribution process of Café de Coral is direct distribution. Through direct distribution, the company has more control over marketing activities and reduces time spent in the channel. Credit:ivythesis.typepad.com

Sample Essay Cafe de Coral is the Largest Chinise Restaurant Chain in the World

Stratégique Brand Management Café de Corral – Hong Kong Company Background Café de Coral is the largest Chinese restauran...