1. Outline1) Internal environment analysis2) External environment analysis -Macro environment -Micro environment3) Competitor analysis4) Opportunities & Threats Analysis5) Objective & Target market6) Marketing mix strategies analysis (4Ps)7) Implementation Milestone, Budget & Control8) Reference

2. Internal environment &objective platform to promote the traditionalVisionThailand local foodstuffMission satisfactory quality + a reasonable statementprice Location : Tsim Sha Tsui EastBackground Management characteristic: Two wayscommunicationinformation Staffs characteristic: High communication skill 3. Demographichigh densitySocial- Technologicalculturalsalary $10000-$20000office boys /office ladies, salesexternal environmenttable, 1formacro, 1for mico! : ) EcologicalEconomic Political 4. DemographicHigh density Salary $ 10000-$20000Demographic environment Office workers ,salesSocial-culturalFast living pacelimited time for dinningHong Kong citizens are willing Inflation rate (1/2012): 6.1%Economic to try new cuisine Jobless rate (2012): 3.4 %PoliticalFood Factory License Minimum wage lawEcological environment Food contamination PollutionsTechnological environmentInternet: Diet website Mechanical: High accessibility to machine 5. External Micro environmentSuppliesMarketing Competitor intermediaries Public 6. SuppliesA wide range of choice in choosingsuppliesMarketing intermediates Example: diet website & foodmagazinePublicFocus on overall environmentalmanagement (Quality RestaurantEnvironmental Management Scheme)Competitor4 Ps 7. Content Strength WeaknessProduct Uniqueness Long waiting timeFreshnessPerishablesConveniencePrice Low price to attract Missing pricecustomerPlace Easily accessibleMany competitors in the regionPromotion Physical evidenceLow accessibilityAttractiveness 8. Opportunities & threatsFactor Environment Opportunity ThreatMacro-Demographic High density ;Large customer Aged may notenvironment Age pool be interestedPolitical Official license; Higher Minimum wageWagecredibilityincreases costsEconomicInflation rateReasonable Frequency ofprice attracts buying patterncustomersis unpredictableTechnological Diet websiteMore Unpredictablecommunicationtechnicalwith customers problem occurEco-logical Quality of food Organic rawContaminationmaterial can of food willincrease deteriorateattractiveness reputationSocial-cultural ConsumerTake awayPeople mightlifestyle brings have healthierconveniencefood