by Yeung Wing-wah Eric. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1994. / Includes bibliographical references (leaves 66-67). / Chapter CHAPTER ONE --- "BACKGROUND, STATEMENT OF THE PROBLEM AND METHODOLOGY" --- p.1 / Chapter 1.1 --- BACKGROUND --- p.1 / Chapter 1.1.1 --- FIVE VIEWS OF MARKETING / Chapter 1.1.2 --- WHAT MAKES THE DIFFERENCE? / Chapter 1.2 --- STATEMENT OF THE PROBLEM --- p.6 / Chapter 1.2.1 --- THE EMERGENCE OF INFORMATION SYSTEMS IN SERVICE INDUSTRIES / Chapter 1.2.2 --- MARKETING CHALLENGES IN THE RESTAURANT INDUSTRY / Chapter 1.3 --- METHODOLOGY --- p.12 / Chapter CHAPTER TWO --- RELATED LITERATURE --- p.14 / Chapter CHAPTER THREE --- RESTAURANTS: SOME HISTORY AND ASPECTS OF OPERATION --- p.19 / Chapter 3.1 --- THE ORIGINS AND DEVELOPMENT OF EATING PLACES --- p.19 / Chapter 3.2 --- THE OPERATIONAL ASPECTS OF RESTAURANTS --- p.20 / Chapter 3.2.1 --- THE SENSES AND FOOD ACCEPTANCE / Chapter 3.2.2 --- THE ENVIRONMENT AND THE SETTING / Chapter 3.3 --- THE HUMAN FACTORS IN RESTAURANT --- p.24 / Chapter 3.4 --- TAKING THE ORDER --- p.25 / Chapter 3.5 --- BILLING --- p.26 / Chapter 3.6 --- THE ALLOCATION OF SPACE --- p.27 / Chapter 3.7 --- METHODS AND LEVELS OF SERVICE --- p.28 / Chapter 3.8 --- MAIN ASPECTS OF SUCCESSFUL RESTAURANT MARKETING --- p.30 / Chapter 3.8.1 --- PLANNING FURTHER AHEAD THAN ONE YEAR / Chapter 3.8.2 --- MARKETING AND REDEFINING MARKETS / Chapter 3.8.3 --- PRICING STRATEGIES / Chapter CHAPTER FOUR --- INFORMATION TECHNOLOGY --- p.36 / Chapter 4.1 --- DEFINITION OF INFORMATION PROCESSING SYSTEMS --- p.36 / Chapter 4.2 --- DIFFERENT KINDS OF SYSTEMS --- p.37 / Chapter 4.2.1 --- OPERATIONAL LEVEL SYSTEMS / Chapter 4.2.2 --- KNOWLEDGE LEVEL SYSTEMS / Chapter 4.2.3 --- MANAGEMENT LEVEL SYSTEMS / Chapter 4.2.3.1 --- MANAGEMENT INFORMATION SYSTEMS / Chapter 4.2.3.2 --- DECISION SUPPORT SYSTEMS / Chapter 4.2.4 --- STRATEGIC LEVEL SYSTEMS / Chapter 4.3 --- MANAGEMENT INFORMATION - MARKETING ASPECTS --- p.43 / Chapter 4.3.1 --- NEEDS OF INFORMATION PROCESSING SYSTEMS / Chapter 4.3.2 --- MARKETING INFORMATION CHECK LIST / Chapter 4.4 --- INFORMATION PROCESSING SYSTEMS --- p.47 / Chapter 4.4.1 --- INFORMATION PROCESSING SYSTEMS IN MODERN COMMERCIAL ORGANISATIONS / Chapter 4.4.2 --- INFORMATION PROCESSING SYSTEMS IN OTHER ORGANISATIONS / Chapter CHAPTER FIVE --- CASES IN RESTAURANTS: A HONG KONG STORY --- p.51 / Chapter 5.1 --- CLASSICAL RESTAURANTS --- p.51 / Chapter 5.2 --- FAST FOOD RESTAURANTS --- p.56 / Chapter 5.3 --- SMALL FOOD STALLS --- p.59 / Chapter CHAPTER SIX --- SUMMARY AND IMPLICATIONS --- p.62 / Chapter CHAPTER SEVEN --- BIBLIOGRAPHY --- p.66 / Chapter CHAPTER EIGHT --- APPENDICES --- p.68

by Ho Lik-Shing, Adolphus and Wong Hon-Shing, Cary. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1992. / Includes bibliographical references (leaves 85-86). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF FIGURES --- p.vii / LIST OF TABLES …… --- p.viii / ACKNOWLEDGMENT --- p.ix / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Project Objective --- p.2 / Methodology --- p.3 / Chapter II. --- LITERATURE REVIEW --- p.3 / Positioning --- p.3 / Importance of Positioning --- p.3 / Positioning Task --- p.5 / Identifying Possible Competitive Advantages --- p.5 / Selecting the Right Advantages --- p.6 / Effectively signalling to the market the firm's position --- p.6 / Formulation of Positioning Strategy for Wend's Food --- p.6 / Chapter III. --- INDUSTRIAL ANALYSIS OF FAST FOOD INDUSTRY IN HONG KONG --- p.8 / Restaurant Industry --- p.8 / Fast Food Industry --- p.11 / Demographic Trends --- p.14 / Geographic Trend --- p.14 / Income Trend --- p.15 / Household Size --- p.16 / Age Trend --- p.17 / Household Expenditure Pattern --- p.18 / Implications --- p.18 / Chapter IV. --- COMPETITOR ANALYSIS --- p.20 / Overview --- p.20 / Cafe-De-Coral --- p.23 / History --- p.23 / Business Strategy --- p.23 / Marketing Strategy --- p.24 / Operations Strategy --- p.25 / McDonald --- p.27 / History --- p.27 / Business Strategy --- p.27 / Marketing Strategy --- p.28 / Operations Strategy --- p.28 / Fairwood --- p.29 / History --- p.29 / Business Strategy --- p.29 / Marketing Strategy --- p.30 / Operations Strategy --- p.31 / Maxim's --- p.32 / History --- p.32 / Business Strategy --- p.32 / Marketing Strategy --- p.33 / Operations Strategy --- p.33 / Kentucky Fried Chicken --- p.34 / History --- p.34 / Business Strategy --- p.34 / Marketing Strategy --- p.34 / Operations Strategy --- p.35 / Wendy's --- p.36 / History --- p.36 / Business Strategy --- p.36 / Marketing Strategy --- p.36 / Operations Strategy --- p.38 / Comparison of Various Competitors --- p.39 / Cafe de Coral --- p.39 / McDonald --- p.39 / Fairwood --- p.40 / Maxim's --- p.40 / Kentucky Fried Chicken --- p.41 / Wendy's --- p.41 / Implications --- p.41 / Chapter V. --- RESEARCH DESIGN --- p.42 / Objectives --- p.42 / Research Methodology --- p.42 / Focus Group Study --- p.43 / Descriptions --- p.43 / Findings --- p.44 / """Questionnaire on fast food shops"" Survey" --- p.45 / Descriptions --- p.45 / """Questionnaire on Wendy's"" Survey" --- p.46 / Descriptions --- p.46 / Chapter VI. --- FINDINGS AND ANALYSIS --- p.48 / """Questionnaire on fast food shops"" Survey" --- p.48 / Findings --- p.48 / Analysis --- p.51 / """Questionnaire on Wendy's"" Survey" --- p.53 / Findings --- p.53 / Analysis --- p.55 / Discussions with Crew Members and Customers --- p.56 / About the Shop --- p.56 / About the Menu --- p.56 / About the Food --- p.57 / Implications --- p.57 / Chapter VII. --- RECOMMENDATIONS FOR WENDY'S --- p.58 / Position --- p.58 / Target Customer --- p.59 / Pricing --- p.60 / Distribution --- p.60 / Advertising --- p.61 / Areas for Improvement --- p.61 / Chapter VIII. --- LIMITATIONS AND SUGGESTIONS --- p.62 / Limitations for the Study --- p.62 / Suggestions for Further Research --- p.63 / APPENDIX --- p.64 / Chapter 1 --- Questionnaire on fast food shops --- p.64 / Chapter 2 --- "Data of ""Questionnaire on fast food shops""" --- p.70 / Chapter 3 --- Questionnaire on Wendy's --- p.75 / Chapter 4 --- "Data of ""Questionnaire on Wendy's""" --- p.79 / Chapter 5 --- Test on Different Samples --- p.83 / BIBLIOGRAPHY --- p.85