An opportunity study of a health food restaurant in Hong Kong.

Description

by Cheung Fung-yan, Grace, Chui Lai-ming, Dawn. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1993. / Includes bibliographical references (leaves 102-104). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.v / PREFACE --- p.vii / ACKNOWLEDGEMENTS --- p.viii / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Objectives --- p.2 / Report Organization --- p.3 / Chapter II. --- MARKET PROFILE: OPPORTUNITIES AND THREATS --- p.5 / Macro-environment Analysis --- p.6 / Micro-environment Analysis --- p.20 / A General Overview of the Opportunities and Threats for the Restaurant Business --- p.28 / Chapter III. --- CUSTOMER PROFILE --- p.31 / Needs --- p.31 / Market Segmentation --- p.34 / Summary --- p.38 / Chapter IV. --- METHODOLOGY --- p.40 / Secondary Data Collection --- p.40 / Primary Data Collection --- p.41 / Chapter V. --- FINDINGS AND ANALYSIS --- p.43 / Focus Groups Interviews --- p.43 / In-depth Interviews --- p.44 / Consumers' Attitudes About the Setting up of a Health Food Restaurant --- p.51 / Marketing Strategies for the Existing Restaurants --- p.52 / Chapter VI. --- MARKETING PLAN AND STRATEGY --- p.57 / Key Elements to Construct a Restaurant Marketing Plan --- p.57 / Product --- p.59 / Price --- p.65 / Promotion --- p.67 / Sales Force --- p.70 / Distribution --- p.72 / Summary --- p.74 / Chapter VII. --- BUSINESS PLAN --- p.75 / Initial Capital Requirement --- p.75 / Financing --- p.81 / Control --- p.82 / Summary --- p.88 / Chapter VIII. --- CONCLUSION --- p.89 / APPENDIX --- p.92 / BIBLIOGRAPHY --- p.102

Links & Downloads

1. cuhk:319047
2. http://library.cuhk.edu.hk/record=b5887523
3. http://repository.lib.cuhk.edu.hk/en/item/cuhk-319047

Tags

Natural food restaurants

Restaurant management

Additional Fields

Identifer	oai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_319047
Date	January 1993
Contributors	Cheung, Fung-yan Grace., Chui, Lai-ming Dawn., Chinese University of Hong Kong Graduate School. Division of Business Administration.
Publisher	Chinese University of Hong Kong
Source Sets	The Chinese University of Hong Kong
Language	English
Detected Language	English
Type	Text, bibliography
Format	print, viii, 104 leaves ; 30 cm.
Coverage	China, Hong Kong
Rights	Use 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/)