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Marketing Thai cuisine in China: pre-entry analysis, feasibility study and marketing plan.

by Chu King Shun, Ng Siu Ting. / Thesis (M.B.A.)--Chinese University of Hong Kong, 2000. / Includes bibliographical references (leaves 87-88). / Questionnaire in Chinese. / ABSTRACT --- p.I / ACKNOWLEDGEMENT --- p.II / LIST OF TABLES --- p.VI / Chapter CHAPTER I - --- INTRODUCTION --- p.1 / Chapter CHAPTER II - --- METHODOLOGY --- p.4 / Data and Information Collection --- p.4 / Primary Data --- p.4 / Secondary Data --- p.5 / Data Analysis and Interpretation --- p.6 / Target Market Analysis --- p.7 / Marketing Plan --- p.8 / Assumptions --- p.9 / Limitations --- p.10 / Chapter CHAPTER III - --- DATA ANALYSIS --- p.11 / Descriptive Analysis --- p.11 / Socio-demographic Characteristics --- p.11 / Respondents' Perception of Thai Food --- p.13 / Respondents' Willingness to Try Thai Food --- p.14 / Respondents' Willingness to Spend on Thai Food --- p.15 / Respondents' Frequency of Having Dinner in Foreign Restaurants --- p.17 / Respondents' Average Spending Per Meal --- p.18 / Reasons for Respondents to Visit Foreign Restaurants --- p.19 / Channels that Usually Provide Respondents Information about Restaurants --- p.20 / Respondents,Method of Payment --- p.21 / Respondents,Preference of the Location of a Thai Restaurant in China --- p.21 / Respondents' Staple Food --- p.22 / Perceived Requirement of a Thai Restaurant --- p.23 / Difference between Chinese Male and Female's Perceived Requirements of a Thai Restaurant --- p.25 / Comparison of Chinese' Perceived Requirements of a Thai Restaurant for Different Region Groups --- p.26 / Comparison of ChINEese' Perceived Requirements of a Thai Restaurant for Different Occupation Groups --- p.28 / Comparison of Chinese' Perceived Requirements of a Thai Restaurant for Different Income Groups --- p.29 / Chapter CHAPTER IV - --- PRE-ENTRY ANALYSIS --- p.31 / Economic Environment --- p.31 / General Economy --- p.31 / Foreign Trade and Investment --- p.31 / Economic Relations with Hong Kong --- p.32 / Political Environment --- p.32 / Reforms --- p.32 / Legal --- p.33 / SOCIO-CULTURAL ENVIRONMENT --- p.35 / Profile of Chinese Consumers Diversifying --- p.35 / Chapter CHAPTER V - --- FEASIBILITY STUDY --- p.39 / Market Opportunity --- p.39 / Economic Development --- p.39 / Taste Preference of Chinese --- p.40 / Accessibility of Factors of Production --- p.42 / Labor --- p.42 / Raw Materials --- p.43 / Capital --- p.43 / Government Regulation --- p.44 / Forms of Ownership --- p.44 / Exchange Control --- p.44 / Chapter CHAPTER VI - --- RECOMMENDATION --- p.46 / Target Market --- p.46 / Geographic Analysis --- p.46 / Demographic Analysis ´ؤ Occupation --- p.47 / Demographic Analysis ´ؤ Income Level --- p.48 / Entry Mode --- p.49 / Evaluation on Various Modes of Entry --- p.49 / Recommendation for Setting up a Thai Restaurant in China --- p.50 / Marketing Plan --- p.51 / Price --- p.51 / Product --- p.53 / Place --- p.54 / Promotion --- p.56 / Chapter CHAPTER VII - --- CONCLUSION --- p.60 / APPENDIX --- p.62 / BIBLIOGRAPHY --- p.87

Identiferoai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_322916
Date January 2000
ContributorsChu, King Shun., Ng, Siu Ting., Chinese University of Hong Kong Graduate School. Division of Business Administration.
Source SetsThe Chinese University of Hong Kong
LanguageEnglish
Detected LanguageEnglish
TypeText, bibliography
Formatprint, vii, 88 leaves : map ; 30 cm.
CoverageChina, China
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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