2. Outline
1) Internal environment analysis
2) External environment analysis
-Macro environment
-Micro environment
3) Competitor analysis
4) Opportunities & Threats Analysis
5) Objective & Target market
6) Marketing mix strategies analysis (4Ps)
7) Implementation Milestone, Budget & Control
8) Reference

3. Internal environment &
objective
• platform to promote the traditional
Vision Thailand local foodstuff
Mission • satisfactory quality + a reasonable
statement price
• Location : Tsim Sha Tsui East
Background • Management characteristic: Two ways
communication
information • Staffs characteristic: High communication skill

4. Demographic
high density
Social-
Technological
cultural
salary $10000-$20000
office boys /office ladies, sales
我覺得external environment可
以用兩個table整, 1for macro,
1for mico! : )
Ecological Economic
Political

5. Demographic •High density
•Salary $ 10000-$20000
Demographic environment • Office workers ,sales
Social-cultural •Fast living pace
limited time for dinning
Hong Kong citizens are willing •Inflation rate (1/2012): 6.1%
Economic to try new cuisine
•Jobless rate (2012): 3.4 %
Political •Food Factory License
•Minimum wage law
Ecological environment • Food contamination
• Pollutions
Technological environment •Internet: Diet website
•Mechanical: High accessibility to
machine

6. External Micro environment
Supplies
Marketing
Competitor
intermediaries
Public

7. Supplies •A wide range of choice in choosing
supplies
Marketing intermediates •Example: diet website & food
magazine
Public •Focus on overall environmental
management (Quality Restaurant
Environmental Management Scheme)
Competitor •4 Ps

8. Content Strength Weakness
Product Uniqueness Long waiting time
Freshness Perishables
Convenience
Price Low price to attract Missing price
customer
Place Easily accessible Many competitors in the
region
Promotion Physical evidence Low accessibility
Attractiveness