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Positioning of fast food shops in Hong Kong: a case study on Wendy Foods Limited.

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

Identiferoai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_318829
Date January 1992
ContributorsHo, Lik-Shing Adolphus., Wong, Hon-Shing Cary., Chinese University of Hong Kong Graduate School. Division of Business Administration.
PublisherChinese University of Hong Kong
Source SetsThe Chinese University of Hong Kong
LanguageEnglish
Detected LanguageEnglish
TypeText, bibliography
Formatprint, ix, 86 leaves : ill. ; 30 cm.
CoverageChina, Hong Kong, China, Hong Kong
RightsUse of this resource is governed by the terms and conditions of the Creative Commons “Attribution-NonCommercial-NoDerivatives 4.0 International” License (http://creativecommons.org/licenses/by-nc-nd/4.0/)

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