Customer Behavior
Consumer Behaviour (MKT 3603)
Consumer Behaviour Analysis of McCafe
Table of Content
Executive Summary 3
Company background 5 McDonald’s Corp. (NYSE: MCD) 5
Industry Background 6
Direct Competitors 7 Starbucks Corp. (SBUX) 7 Pacific Coffee 8
Competitor Analysis 9
Strengths, Weaknesses, Opportunities and Threats (SWOT) Analysis of Mccafe 10
Research Topic -Customer attitude towards McCafe 11 Problems from Research Finding 11 McCafe image issue 11 Too many inertia consumers 11
Customer Profile 12 Individual Consumer 12 Need Analysis for Mccafe’s Customer 12 Utilitarian needs VS Hedonic needs 13 Environmental influence in Decision Making 17
Recommendation 20 Objective 20 Marketing Positioning 21 Targeting Customer 22 Marketing Mix Strategies 23 Price 23 Promotion 25 Place 29
Appendix 35 Table: Populution Ages 15 and Over by Education Attainment, 1996 , 2001 and 2006 35 Table : Working Population by Occupation. 1996, 2001 and 2006 35 Table: Working Population by Occupation and monthly Income from main employment, 2006 36 Table: Domestic Households by Monthly Domestic Household Income, 1996, 2001 and 2006 36
References 37
Executive Summary
Diversification makes sense for the fast-food company, given that growth is clearly slowing for its core McDonald 's franchise. The company can tackle the upscale coffee market, McCafe has been established recent years in Hong Kong to capture a new customer base.
McCafe is the new entry of coffee market and it is obvious most of the public think that McCafe is relatively cheap brand compare to its direct competitors in Hong Kong.
After evaluating the company by using SWOT analysis and the customer opinions on the marketing research conducted. It reveals some of problem of the business:
Problem recognition 1. Dissatisfaction with a current product or service (food and drink quality) 2. Consumer needs and wants
Consumer Behaviour Analysis of McCafe
Table of Content
Executive Summary 3
Company background 5 McDonald’s Corp. (NYSE: MCD) 5
Industry Background 6
Direct Competitors 7 Starbucks Corp. (SBUX) 7 Pacific Coffee 8
Competitor Analysis 9
Strengths, Weaknesses, Opportunities and Threats (SWOT) Analysis of Mccafe 10
Research Topic -Customer attitude towards McCafe 11 Problems from Research Finding 11 McCafe image issue 11 Too many inertia consumers 11
Customer Profile 12 Individual Consumer 12 Need Analysis for Mccafe’s Customer 12 Utilitarian needs VS Hedonic needs 13 Environmental influence in Decision Making 17
Recommendation 20 Objective 20 Marketing Positioning 21 Targeting Customer 22 Marketing Mix Strategies 23 Price 23 Promotion 25 Place 29
Appendix 35 Table: Populution Ages 15 and Over by Education Attainment, 1996 , 2001 and 2006 35 Table : Working Population by Occupation. 1996, 2001 and 2006 35 Table: Working Population by Occupation and monthly Income from main employment, 2006 36 Table: Domestic Households by Monthly Domestic Household Income, 1996, 2001 and 2006 36
References 37
Executive Summary
Diversification makes sense for the fast-food company, given that growth is clearly slowing for its core McDonald 's franchise. The company can tackle the upscale coffee market, McCafe has been established recent years in Hong Kong to capture a new customer base.
McCafe is the new entry of coffee market and it is obvious most of the public think that McCafe is relatively cheap brand compare to its direct competitors in Hong Kong.
After evaluating the company by using SWOT analysis and the customer opinions on the marketing research conducted. It reveals some of problem of the business:
Problem recognition 1. Dissatisfaction with a current product or service (food and drink quality) 2. Consumer needs and wants