The document outlines a marketing plan with the following sections: 1) Internal and external environment analyses, 2) Competitor analysis, 3) Opportunities and threats analysis, 4) Objective and target market, 5) Marketing mix strategies analysis, 6) Implementation plan, budget and control, and 7) References. The internal analysis notes the target market has a high density population with salaries between $10,000-$20,000 consisting of office workers and salespeople. The external analysis covers macro factors like demographics, economics, and politics, and micro factors like suppliers, marketing intermediaries, and competitors.

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

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

5. Demographic •High density
Demographic environment •Salary $ 10000-$20000
• 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

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