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This case study to see how marketing theory applies to organizational practice. As Café de Coral Group continues to expand its business locally and internationally, which eventually becomes the largest Chinese restaurant group in the world
- Words:
- 4189
- Submitted:
- Tue Mar 13 2007
Have a little read: ... INTRODUCTION This case study to see how marketing theory applies to organizational practice. As Café de Coral Group continues to expand its business locally and internationally, which eventually becomes the largest Chinese restaurant group in the world, it is chosen to be the case company. Here is a brief summary of Café de Coral:- Name: Café de Coral Holdings Limited (it will be called "The Group" afterwards. Throughout the case study, a particular focus will be on its household brand "Café de Coral" for simplicity) Principle business: developing and managing quick service restaurants chain. Corporate mission: To establish the Group as a distinguished corporation in the food and catering industry as the world's largest Chinese quick service restaurant group, maintaining a publicly recognized leadership position in the mass-market. Corporate structure: Size: the largest publicly listed Chinese Fast Food restaurant group in the world with over 330 outlets in Asia Pacific region, and over 200
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