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Essay example - Marketing an Australian wine to Hong Kong wine market
Pages 11 (2761 words)
Introduction Before drawing up the marketing plan it is essential to evaluate the external environment in which Brown Brothers proposes to introduce its wine products. The external environmental analysis of Hong Kong suggests that the market has high growth potential…
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However, the right marketing strategy can assist Brown Brothers in succeeding in its endeavors. Description of the chosen target market The target segment would be the youth that has completed tertiary education as education influences socialization as well as the choice in food and beverages. Hong Kong is one of the most densely populated areas in the world where full time education is mandatory between the ages of 6 and 15. More than 90% of the children complete upper secondary education and over 25.5% of the population have attended post-secondary education (USA.gov). This suggests that the Hong Kong population is well-educated. The Hong Kong economy is open and dynamic. Housing in Hong Kong is at a premium and hence even four generations at times live together under one roof (Moncure, n.d.). Moreover, Hong Kong is still a conservative society where paternalistic affiliation is given importance. Nevertheless, youth from higher income families are more likely to participate in higher cost activities outside the home, like going to theatres or listening to operas (HKFYG, 2010). Those from lower income families would prefer to enjoy their leisure activities at home. Thus the target segment for the marketing plan is the young adults from affluent families. As far as wine consumption is concerned Hong Kong is the most mature wine market in Asia. ...
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