How to Write Business Emails that Sound Friendly - The Writers For Hire

HOW TO WRITE BUSINESS EMAILS THAT SOUND FRIENDLY In today’s technologically advancing world, email has become the official choice for communication within businesses. The lack of face-to-face communication can cause a lot of issues and misunderstandings, though. Because of this, it is important that business emails convey a clear message, elicit the desired response, and, above all, not offend in any way. But how do you write emails that are both professional and friendly? Identifying Good vs Bad Email Etiquette Before we tackle how to write friendly business emails, we must first identify what a good friendly email looks like, vs. a not so friendly email. Take these emails, for example: See the difference? In the first example, the author seems to take a bit of a hostile, negative tone. Reading this email may leave the recipient feeling like they have been attacked, and will, therefore, immediately put them on the defensive. In the second example, though, the author was able to communicate exactly the same information, but in a much more positive and empathetic way. Emails that are friendly and positive are much more likely to be received well and will illicit the response that you are hoping to get. So, now that we have established what a friendly business email looks like, let’s discuss how to write one. The Basics When you are writing business emails, keep in mind that the recipient(s) probably already has a lot on their plate, so they are not going to want to have to read through a bunch of fluff. Keeping your emails clear and concise will ensure that they are not only read in their entirety, but that your intended message is understood. Effective, yet friendly, business emails, should be brief and punctilious while conveying professionalism and affability. While emails will vary, depending on who they are being sent to and the intended message, ideally, business emails should follow this format: A subject line of no more than 6 to 10 words. Your subject line should be direct and spam-proof. ‘Workshop Date Changed’ will immediately alert your recipient that there is information in your email that they need to read. You want to avoid things like ‘Urgent’ or ‘Reply Needed,’ though, as these subject lines might send your email straight to spam. You want the recipient to get and read your message. Check out this handy free tool that highlights phrases or words in your email that might trigger a recipient’s spam filter. An appropriate greeting/salutation. Every business email should start with an appropriate greeting. When you are writing to another professional—even to someone you may already know—be friendly and respectful, while not overly casual or laid back. Starting the email with a simple ‘Hi,’ followed by the person’s name sets a friendly tone, but does not sound stiff or too formal. When you are addressing someone by their first name, be sure that you have the correct spelling and are not using any nick-names (unless you have previously been directed to do so). The last thing you want to do is start your email off by offending someone. The Body. Try to keep the text of your email short and to the point. When possible, one or two paragraphs of one to two sentences each is best. Your email should have a clear introduction that states the purpose of the email and a conclusion that is forward leaning. Also, checking that your text is spam proof is important here as well. Your signature. At a minimum, your signature block should include your full name, title, the company name, and your contact information, including a phone number. This will make it easy for your recipient to identify who you are, what your position is, and how they can best contact you if needed. The Friendly Part So, how do you write business emails that are friendly but not too casual? Recall the tips above on appropriate greetings and tone, and then consider the real world experience of Brittany Cooper, Project Coordinator for The Writers For Hire (TWFH). Brittany, who has years of sales and customer relations to her credit, has mastered the knack of communicating in a professional but friendly way. She deals directly with clients at the beginning and end of each project, and checks in with them along the way. She is often the person clients feel most comfortable talking to if problems crop up. Brittany describes her communication style as â€Å"upbeat† – always upbeat. She confesses to using lots of exclamation points to express â€Å"lots of gratitude;† it’s her way of communicating to clients that TWFH is â€Å"excited to work with them† and â€Å"values the relationship.† Another way to convey a friendly and â€Å"upbeat† tone is to add a personal touch to the beginning or end of your email. Starting out by saying â€Å"I hope you are having a great week,† or signing off with â€Å"Have a fantastic day!† immediately gives your email a positive tone. Brittany also makes it a practice to seek feedback –usually via email on every project, following up to see if everything went smoothly and ask if anything could be done to make the process better. Of course, things don’t always go smoothly. There are times when clients need to be gently reminded of hard and fast approaching deadlines. In those situations, it is important to keep a friendly and non-accusatory tone. Simply reminding them of the approaching deadline, and asking if you can assist in any way, will help ensure that the deadline is made (without making the client feel like they are being scolded or blamed). Even in the situations where a deadline is actually missed, it is important that you avoid using any kind of language that comes off as negative and harsh. For example, instead of saying â€Å"When you missed the deadline, you caused our project to be pushed back,† use something more neutral, such as â€Å"With the missed deadline, the project was pushed back†¦Ã¢â‚¬  and then follow it up with a positive suggestion for how to rectify the situation. And as a rule of thumb, everything you write in an email should be read and re-read before you hit â€Å"send.† Try to read each email from the perspective of your recipient. If anything sounds like it could be possibly taken in an adverse way, then it is safe to assume that it should probably be re-written with a more positive spin. Other Helpful Tips to Keep in Mind Use traditional fonts such as Arial, Calibri, and Times New Roman; these fonts are not only classic, they are easy to read. Stick to the color black, use 10-12 pt., and keep the font and size consistent throughout the email, including in the signature block. As much as you may enjoy playing around with different fonts and colors, business emails are just not the place to get creative. Never write when upset. An angry screed defeats the purpose of conveying important information or soliciting a desired response. Chances are high that your anger will come across in the words you choose, and the recipient of your email will be able to sense your agitated tone. Be cautious when using language such as â€Å"but† and â€Å"unfortunately.† Adding those words to your sentence tends to negate what is said in the first place, and can also come off as being condescending. â€Å"I apologize for the delay. I will have the completed document to you by the end of the day† will be received much better than â€Å"I apologize for the delay, but it couldn’t be avoided. Unfortunately, I can’t get the document to you until the end of the day.† Spell check but also proofread. Spell checkers are our friends, but they can be fickle at times. Pay close attention to each suggestion you click on and re-read the entire text after you spell check. It’s hard to be taken seriously when you send an email full of spelling and punctuation errors. Think twice before hitting ‘reply all.’ The sender may have wanted a dozen or more people to see their email to you, but all recipients do not necessarily need to see your reply. Consider carefully. Is your reply important for everyone to read? Is the content of your reply appropriate for everyone to see? Don’t use humor unless you know the recipient well – make that very well. What may be funny in a social setting among business acquaintances might not come across as funny in writing. Written communication is easy to mis-construe, so it’s always best to just focus on the point and leave humor for in-person conversations. Don’t overuse the word â€Å"please.† This does not mean that you shouldn’t be polite and write please when it is appropriate. You should just make sure to reserve it for places where it sounds natural. Saying â€Å"Please find the attached document and let me know if you have any questions† does not sound natural, and frankly makes for an awkward sentence. Instead, consider saying â€Å"I have attached the document. Please let me know if you have any questions.† Be sensitive to cultural differences. In some cultures, it may be considered rude to address someone by their first name. In others, discussing certain topics over email may be offensive. Before sending an email, do some homework on what may and may not be appropriate for your recipient. Finally, remember that every email leaves a trace. Don’t write anything that will reflect badly on you or others should your exchange become public.

Just-In-Time Production Essays - Manufacturing, Free Essays

Just-In-Time Production Essays - Manufacturing, Free Essays Just-In-Time Production Just-in-time production is considered to be on the leading edge of technological advancement. With improvements in the virtually every industry, maintaining an effective production line while minimizing inventory costs is a very feasible option. Just-in-time systems are designed to keep inventory costs at a minimum, unlike the ways of old, with large warehouses loaded with back inventory. With technology allowing instantaneous communication around the world, production lines and stores do not have to wait for days for inventory delivery. It can happen, well, just-in-time. Many companies are on the verge of switching to a just-in-time inventory system, to compliment the millions of companies that have already implemented the system. It is generally recognized that effective implementation of just-in-time will result in a significant reduction of inventories. As a matter of fact, inventory levels are key indicators for measuring just-in-time performance (Harrison). The just-in-time philosophy on inventory management is simple: - Strive for a level of zero inventories. - Produce items at the rate required by the customer. - Eliminate all unnecessary lead times. - Reduce setup costs to achieve the smallest economical lot size - ideally, a quantity of one. - Optimize material flow from suppliers through the production process to the point of sale of the finished product, so that inventories are minimized. - Ensure high quality and dependable just-in-time delivery from suppliers. - Implement a Total Quality Control (TQC) program, which will minimize scrap, rework and resultant delays in production (Naylor). While the just-in-time inventory management philosophy is simple, execution is not. In a just-in-time environment, the supplier should deliver raw materials and other purchased items when they are needed. A blanket purchase order or other suitable form of basic agreement should cover the terms and conditions for procurement. Delivery of the item should be direct to the point of use in the manufacturing plant. It is time consuming and not cost-effective for the materials to be handled in one part of a production line before it is moved to the correct location. It is up to the supplier to ensure a smooth flow of material to support production, which is obtained through optimum communication and coordination between the manufacturing plant and the supplier. It is integral that there is a working relationship between suppliers and the controller of the manufacturing plant. The supplier should be considered by the manufacturing company as an extension of the plant and should be included in all planning which involves his products. Certain individuals in the production plant should be selected to represent the company on matters pertaining to schedules and delivery quantities (Naylor). Several techniques exist for controlling the flow of material from the supplier to the manufacturing company. The specific technique should be selected which would best suit the implementation of the just-in-time concept for the particular item being purchased. Automatic inventory replenishment by the vendor is a technique where the supplier determines the need for required materials based on frequent deliveries to the plant. Depending on the nature of the production process as well as the material involved, this could range from many times a day to a less frequent interval. Visual review of existing inventory by the supplier will determine how much to deliver (Slack). The method of inventory control is not foreign to U.S. commerce and industry; visit a supermarket and see how the baker delivers his goods. He replenishes the baked goods based on a visual review of what is on the shelves. The same is true for soda and candy vendor machines. Those using oil to heat their home are certainly familiar with this type of inventory system; the driver comes by the house periodically and fills the tank. Implementing just-in-time may result in increased transportation costs due to smaller lot sizes and more frequent deliveries. However, in some industries such as chemicals there are significant trade-offs between the economy of longer lead-time and less flexible rail shipments versus more frequent tanker truckloads. Each of these cases must be examined on its own merits and on a continuing basis to determine the optimum solution (Slack). Just-in-time requires flow of material in the exact quantity required and at the exact time; the key word is exact. Regardless of the specific method used to achieve this exact material flow, there must be

Targeted Work Class Research Paper Example | Topics and Well Written Essays - 1000 words

Targeted Work Class - Research Paper Example Human resource planning should serve as a link between human resources management and the overall strategic plan of the organization. Workforce planning is defined as: A process in which an organization attempts to estimate the demand for labor and evaluate the size, nature and sources of supply which will be required to meet the demand. For example, aging populations in most western countries and growing demands for qualified workers in developing economies have underscored the importance of effective Human Resource Planning. The circumstance that the world is changing daily as we move forward in the future demands that the process be an iterative one. Organizations are also changing to fit into the future. A planning model is therefore needed that allows us to anticipate the future and to use this anticipation with the analysis of our organization-its culture, mission, strengths and weaknesses-to define strategic issues, to chart our direction by developing strategic vision and pla ns, to define how an organization will implement these plans and to specify how an organization will evaluate how it is planning to implement these plans. Every organizations wish is its continuity to succeed. In order to prosper, an organization acquires the support and resources it needs to fulfill its mission. In the end success is measured by how well and the organization accomplishes its missions and vision. In his book, he suggests that to achieve a favorable future, an organization should involve all the resources, the interested parties, that is, anyone interested in achieving the organizations goals in envisioning the most desirable future and to work together to make that vision a reality, together as an organization. Committees are created to oversee the process of planning. Planners are then guide by the organizations mission, vision or values to carry out the process. In some cases, the planners identify the external environment and determine the planning structure on t he basis of these. Indeed, with the use of strengths, weaknesses, opportunities and threats (SWOT) analysis is crucial in addressing the methods to be used. This helps to set up priorities which will be used to analyze the results of the plans. It is important that the organizations involved ensure that the plans are sustainable. Sustainability of the organization is important because the strategic planning initializes a process that focusses on the future of the organization. The communication between the stakeholders is very important in sustaining a suitable working environment. Therefore, the key to strategic management in the organizational change is to understand that people communicate and actually work together to create that future. However, this does not mean that strategic mean that strategic management replaces traditional management activities such as budgeting, controlling and monitoring. The change that takes shape is rather the integration of these activities into br oader context, taking into account the external environment, internal organizational capabilities, and the organizations overall purpose and direction. For example, budgeting is done to not only oversee the operations of the organization at certain period of time, but, it is constructed to lift the organization to its missions and objectives, which is long term objective. This is also carried out in all the other

Hang on for a smooth flight; Paragliding in the UK, an Organisational Essay

Hang on for a smooth flight; Paragliding in the UK, an Organisational and Consumer perspective - Essay Example ccomplish the following: (1) to conduct a comprehensive analysis of the current Hang gliding and Paragliding Industry in the United Kingdom of Great Britain; (2) to investigate key components in APCO’s marketing strategy which led to their perceived dominance in the market and; (3) to examine consumer’s perception and satisfaction with the current market situation. To achieve these objectives, the researcher would conduct a survey to fifty (50) respondents, 25 are new trainees and 25 are paragliding instructors. These respondents also went through a series of semi-structured interviews to clarify their answers in the survey. The results of this study proves that there is indeed an increase in the number of people who are into adventure sports such as paragliding despite the risks that come with these sports. It is because of this that they give so much importance to the reputation and marketing strategies of certain manufacturers so as to ensure their safety as they engage in sports which are accompanies by high risks. In the United Kingdom of Great Britain, the sport of Paragliding is gaining tremendous popularity as an essential part of both the aviation and adventure tourism industries. Without a doubt, it has significantly contributed to the rise of the aviation industry as one of the most important industries in the United Kingdom, generating about 10.2 billion pounds sterling, thus amounting to 1.4% of the Gross Domestic Product of the Country. At the same time, the aviation industry has opened a lot of job opportunities for the citizens of the UK. In fact, it has already been reported to have been directly employed by this particular industry. As one of the perceived substantial industries in the country, it has helped in supporting the vision of their government for a high-productivity economy (OEF, 1999). Without a doubt, the economic growth of the UK owes a lot to aviation. Firstly because it is a part of their transport infrastructure to which

Charles Perrault Bio Essay Example for Free

Charles Perrault Bio Essay Charles Perrault is a famous French poet and author recognized for writing the Mother Goose fairy tales. He was the seventh child from his father Pierre Perrault and mother Paquette Le Clerc, born on January 12 of 1628 in Paris, France and then died and indefinite death which means it is undefined that was on May 16, 1703. He was a Roman Catholic. He married Marie Guichon in 1672 when she was nineteen years old, with her he had three children and when delivering the third one Marie passed while giving birth in 1678, which left them to be married for only six years. After her death Perrault never remarried. Career wise Perrault didn’t start out as a poet; he was actually a lawyer who was in charge of royal buildings in 1660. Perrault also took a huge share in the making of the Academy of Sciences and the renewal of the Academy of Painting. But then later on he worked in the Academic Franà §aise where he played an important role of literacy disagreement as many know today had to do with the clash between the Ancients and the Moderns, to which Charles coincided with the Moderns. Perrault then decided he was going to spend the rest of his lifetime promoting the education of literature and the arts. Where then he started to become a well-known as a poet with stories such as â€Å"Red Riding Hood†, â€Å"Puss in Boots†, â€Å"Cinderella†, and â€Å"Donkeyskin†. â€Å"Donkeyskin† is a famous French literacy and was republished by Perrault in 1697 with a little help from Andrew Lang another popular poet. â€Å"Donkeyskin† was the French version of Cinderella. There are plenty of versions of â€Å"Donkeyskin† but Perrault’s is the most well-known and made him popular.

The American Dream vs The American Myth :: Essays on the American Dream

  Ã‚  Ã‚  Ã‚  Ã‚  After being stuck en route for an enormously long period of time, would you think that the destination had better be worth all the time spent getting there? Many people would say yes. Think about it. If you were on a journey which lasted months, possibly years of your life, you would want to arrive at your destination seeing the same thing you had dreamt of during the trip. What if, when you got there, you discovered that the dream was actually a myth? The American settlers discovered just that. Is this not similar to High School? Everybody has a specific view, or dream, of High School that very first day they walk in as a freshman. How often is this dream a realistic one?   Ã‚  Ã‚  Ã‚  Ã‚  Take, for instance, the first settlers in Jamestown. These people came solely for capitalistic purposes. They figured that if they developed settlements, they would surely profit. With this goal taking over all others in their minds, they did not survive. Many factors contributed to this. For example, the settlers were not prepared for the new area. They believed that they could walk right in and succeed. What they did not realize, however, is that they needed to prepare more. They settled on a horrible piece of land, which killed many off due to sickness. They weren’t able to take care of themselves, as they figured that the Indians would provide cheap labor. The settlers were proved wrong, as the Indians rebelled against the Europeans in raids. Settlers in Jamestown were not prepared for America, thus leading to their downfall. High School can be directly related to Jamestown. Every year, many freshmen catch themselves doing a complete turn-around soon after the year begins. Freshmen usually split into different cliques soon after High School starts. These cliques are usually groups of people with similar interests, whether it is fashion, sports, or math club. All through Middle School, the children were guided along by the administration. This leads them to believe that High School will be the same way. Once in High School, many feel lost and unprepared. The first day of High School, many freshman get to the lunch room, sit at their tables, and wait to be called up to the lunch lines. They were pampered all through their earlier schooling, so they figured that they would be told when to go eat.

Cafe de Coral Marketing Paper Essay

1. Introduction Background information This marketing plan is base on the quick service restaurant in Hong Kong market and the Cafà © de Coral Group is focus in this plan. The Group was incorporated in October 1968, it is principally engaged in the food and catering industry as largest Chinese quick service restaurant group, maintaining a publicly recognized leadership position in the mass-market, quick service restaurant chain business, with vertical and horizontal diversification towards the food services, food processing and distribution, catering and hospitality sectors in Hong Kong. It has prospered through the concept of customer oriented by increasing the environmental, product and services qualities. Besides, it combines the Chinese and Western food cultural in order to create the fashion of fast casual dining for health and nutritional lifestyle and provide a modern and warm experience for the customers. 2. Current Market Situation 3.1 Market Analysis Cafà © de Coral is a major Chinese quick service restaurant chain in Hong Kong. Following is an overview of the potential in the catering market and a specific review of the fast food restaurant market. (a) Overview of the opportunities in the catering market * Hong Kong probably is the most welcomed tourist attraction in Asia. By the forecast of the World Tourism Organization, Hong Kong is the fifth most frequently visited destination in the world, accounted for 57 million  visitors per year by year 2020 (InvestHK, 2012). * The majority of tourist population is come from the Mainland China (InvestHK, 2012) and this would probably flavors the Chinese style cuisine or catering services. * The persistence of inflation in Hong Kong may induce the demand of fast food instead of ordinary or luxury cuisines. (b) Specific review of the fast food restaurant market * There are 15,757 fast food shop establishments in Hong Kong, hiring for 41,319 people (InvestHK, 2012). * According to a survey sponsored by Mingpao and conducted by the Chinese University of Hong Kong(2011), Cafà © de Coral acquired the titles of â€Å"most mentioned catering brand† and â€Å"most beloved catering brand† among the three major fast food chains (namely Cafà © de Coral, Maxims and Fairwood). * Cafà © de Coral is keeping expanding its market share in both catering market and specifically the fast food market. In year 2010, Cafà © de Coral has expanded its market share in fast food market successfully to 24.8% and in catering market to 4.6%(Commercial Radio, 2010). 3.2 Company Analysis The Group was incorporated in October 1968 and went public in July 1986 on the Stock Exchange of Hong Kong, which was the first of its kind at the time of listing. In October 2001, it was appointed as one of the top 200 constituents of The Hang Seng Composite Index Series. After 42 years of development, it has become the market leader in the Hong Kong fast food industry with over 24.8% market share in the Quick Service Restaurant segment and 4.6% of the total dining out industry in Hong Kong. Its business operation spans over 2 continents with more than 300 operating units in Hong Kong. Over the past years, the Group advanced in strides in profit performance and in its business dimensions. The continuous business growth records over the years speak for itself, recording multiple growths in terms of market capitalization, turnover, profits, employees and net assets value. The Group’s market cap increased by over 20 times, turnover by over 19 times,  profit by over 14 times and net assets by over 51 times since listing, with a dedicated workforce of 6,500. 3.3 SWOT Analysis 2.3.1 Strengths (a) Product Diversity The Group’s menu regularly rotated to maintain a variety of choices and to meet the taste and budgets of customers. Products on menu range from western cuisine to traditional Chinese dishes. New and seasonal products for each time segment are introduced regularly. (b) Strong Advertising â€Å"A Hundred Points of Excellence† has been the commitment to customers and is now a household catch phrase. As part of on-going campaign to strengthen the Cafà © de Coral brand, proactive advertising campaigns are launched on a continual basis. Through the campaign, the brand image has been further enhanced by positioning Cafà © de Coral as a place not just for best taste and value meals but also a popular meeting place for all walks of life. 2.3.2 Weakness (a) Relatively High Selling Price The food price of Cafà © de Coral is high in generally by comparing with the local style cha chaan teng and fast food restaurant in Hong Kong. This makes a comparative disadvantage for the Group. (b) Bad Public Relation In 2010, Cafà © de Coral has offered its staffs that they must forfeit their paid lunch break of approximately 45 minutes a day, a net cut in their pay. Political parties, unions, religious groups and students’ unions of universities, had organized and boycott Cafà © de Coral. After that, Cafà © de Coral had label as â€Å"Too Acrimonious†. 2.3.3 Opportunities (a) Individual Visits The number of individual visitor from mainland China keep increasing, and most of the visitors from mainland China flavor the Chinese style cuisine or catering services like Cafà © de Coral’s dishes. (c) Inflation in Hong Kong The persistence of inflation in Hong Kong may induce the demand of fast food instead of ordinary or luxury cuisines. As Cafà © de Coral maintaining a publicly recognized leadership position in fast food chains which benefits from increasing demand of fast food. 2.3.4 Threats (a) High Rental Cost The rent in Hong Kong is almost the highest among the world. According to the report of SingTao, about 40% of production cost is rental cost. And the rental cost keeps increase every year by 30% to 50%. Some of the restaurant cannot afford the high rental cost and go bankrupt in recent year. (b) Price of Ingredient Increase Under persistence of the appreciation in RMB, the price of food ingredient keeps increasing. According to the report of SingTao, the price of food ingredient increasing by 25% which is 35% to 45% of the production cost. 3.4 Competitor Analysis There are two major direct competitor in Hong Kong include Maxim and Fairwood. And there are some other indirect competitor including international chain fast food restaurant, Chinese restaurant, local style cha chaan teng, etc. Fairwood’s quick service restaurants serve mainly Chinese food. Its menu is frequently changed with seasonal favorites. Despite its Chinese predominance, its menu is enriched by the adoption of Western dishes that have been carefully redesigned to suit local tastes in order to enhance its  attractiveness. Also, Fairwood’s philosophy has always been to provide a wide range of good quality Chinese and Western cuisine at affordable prices in a bright, clean and modern ambience. Maxim’s quick service restaurants are bringing to customers a variety of quality dishes, a new interior and comfortable dining environment. Also, Maxim’s philosophy is â€Å"Whole-Hearted Mission† that is to surprise, delight and inspire customers with a unique dining experience. International chain fast food restaurant like McDonald, KFC are indirect competitor of Cafà © de Coral. These types of fast food restaurant are western style, usually with French fries and hamburger. Their target customers are general public with different nationality and culture. And they are especially focus on young people market. Chinese restaurants are focus on the middle age and elder market. They provide traditional Chinese dished like dim sum for customer. They are not position as quick service restaurant and they provide a place for customer eating slowly and chatting with family, friends and co-workers. Local style cha chaan teng are focus on low-mid income working class market. They are quick service restaurant provide affordable dishes for customer. The envirnment of cha chaan teng are crowded and noisy which is not suitable for having a relaxing and comfortable dinning experience. 3.5 Customer Analysis 2.5.1Market Segments (a) Segment A – Visitor from China: The segment consists of visitors who are Chinese residents and having a Chinese style eating habit. (b) Segment B – Family: The segment consists of people who usually have dinner outside and do not cook their dinner at home with small family size. (c) Segment C – Teenager and young adult: The segment consists of people who ages are between 15 and 45 and they enjoy gathering with friend. 2.5.2 Bases or variables of Segmentation used (a) Geographic Segmentation: Geographic segmentation divides the market of Hong Kong into group base on the variables of â€Å"Region†. Since the target customer of Cafà © de Coral are local low-mid income working class and visitor from mainland China, public housing estate and shopping plazas are preference in this segment. And the groups which segment out from the market are luxury residential areas and mid-level area. (b) Demographic Segmentation: â€Å"Age† and â€Å"Family Size† are the key variables used in this segment. As Cafà © de Coral adoption of Western dishes into the menu and have fusion of Chinese and Western food cultural which is suitable for the teenager and young adult, ages are between 15 and 45, and elder people do not prefer in this type of dishes. So â€Å"Age† is selected as a key variable. As most of family in Hong Kong are small in size and some of the family do not like to cook due to the hustle and bustle city live in Hong Kong. These families prefer having dinner outside and Cafà © de Coral offer them a moment of leisure, relaxation and warm experience to go with the delicious dishes. So â€Å"Family Size† is selected as a key variable. (c) Psychographic Segmentation: â€Å"Income† and â€Å"Lifestyle† are the key variables used in this segment. As the consumer behaviors and preferences of food will be affected by income. Local low-mid income working class will choose quick service restaurant with  affordable price due to the hustle and bustle city live in Hong Kong as a place of meeting place with friends and co-workers. So â€Å"Income† is selected as a key variable. As Hong Kong is an international city, people prefer a modern experience with fusion of Chinese and Western food cultural. Cafà © de Coral creates a fashion, health and nutritional dinning lifestyle for customers to gather with friends with warm and joyful experience. So â€Å"Lifestyle† is selected as a key variable. (d) Behavioral Segmentation: â€Å"Benefits† is the key variable used in this segment. As city life in Hong Kong is hustle and bustle, convenient and speedy are very important factors for customer to choose a restaurant in order to save their time. Also, Cafà © de Coral prospered through the concept of customer oriented by increasing the product and services qualities which make Cafà © de Coral publicly recognized leadership position in the mass-market. 3. Target Market And Positioning 3.1 Recommended target market Teenager and young adult are recommended as a target market. Since teenager and young adult enjoy gathering friends in restaurant and prefer a wide range of good quality dishes at affordable prices and a bright, clean and modern ambience. As Cafà © de coral adoption of Western dishes into the menu and have fusion of Chinese and Western food cultural with the fashion of fast casual dining for health and nutritional lifestyle and provide a modern and joyful experience for customers, it is suitable for Cafà © de Coral to focus on teenager and young adult market. 3.2 Recommended position As teenager and young adult are selected as target market, Cafà © de Coral is  recommended to position as a diversified, health and energetic quick services restaurant. Since teenager and young adult are keen on having new experience, diversified dishes can satisfy their wants. Also, teenager and young adult are caring about their body shape, appearance and style, health and energetic dishes can satisfy their wants and fulfill their perception. 4. Market Objectives 5.6 Build up a diversified, health and energetic brand image In order to build up a diversified, health and energetic brand image, Cafà © de Coral can make some advertisement in the internet and invite some young artist and singer to promote the new image. Cafà © de Coral can have some seasonal theme interior design for different western festival and play some soft but popular songs. This enhances the attractiveness of Cafà © de Coral as a good choice for young people gathering with friends. 4.2 Design more new diversified, health and energetic menu The menu may have more high fiber and low fat dishes which fits the image of health and energetic. Also the menus can have different seasonal and festival theme in order to satisfy the wants of diversification for young people. Also, Cafà © de Coral can provide more meal plan for friends instead of only provide individual meal plan. References Cafà © de Coral, 2012 http://www.cafedecoral.com Eastweek, 2011. http://dev.eastweek.com.hk/index.php?aid=19412 InvestHK, 2012.http://www.investhk.gov.hk/wp-content/uploads/2012/07/2012.07-foodservice-en.pdf Mingpao, 2011.http://marketing.mingpao.com/hkbrand/cfm/other.cfm?html=10c Commercial Radio, 2010.http://www.snb.hk/page/zh-tw/snb_report.aspx?ItemId=264449 Min Wage Research,2010. http://minwageresearch.blogspot.hk/2010/11/ongoing-cafe-de-coral-debacle.html