mktp1 (2003ver.)
TRANSCRIPT
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Outline1) Internal environment analysis2) External environment analysis
-Macro environment-Micro environment
3) Competitor analysis4) Opportunities & Threats Analysis 5) Objective & Target market6) Marketing mix strategies analysis (4Ps)7) Implementation Milestone, Budget & Control8) Reference
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Internal environment & objective
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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! : )
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limited time for dinning
Hong Kong citizens are willing to try new cuisine
Demographic environment
Demographic •High density•Salary $ 10000-$20000• Office workers ,sales
Social-cultural •Fast living pace
Economic •Inflation rate (1/2012): 6.1%•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
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External Micro environment
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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
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Content Strength Weakness
Product UniquenessFreshnessConvenience
Long waiting time Perishables
Price Low price to attract customer
Missing price
Place Easily accessible Many competitors in the region
Promotion Physical evidenceAttractiveness
Low accessibility