To get a feel of what marketing strategies would work for PARKnSHOP, 300 regular shoppers are surveyed at 30 of the 40 superstores controlled by PARKnSHOP all over Hong Kong. Simple analytic tools are employed to analyze their responses. And appropriate recommendations for marketing strategies are provided, based on the findings from the survey.
Established in 1973, PARKnSHOP is Hong Kong’s leading supermarket chain. With its perpetual commitment to innovation, quality, service and value, PARKnSHOP is well regarded in the industry and broader community through many quality awards.
PARKnSHOP started its first superstore in 1996 and giving customers a modern one-stop stopping solution. The store sells over 20,000 product categories ranging from snacks to electronics household appliances.
PARKnSHOP is also linked with three other supermarkets by the names of GREAT, TSTE and GOURMET. These three high-end supermarkets cater mostly to the expatriates and more affluent clientele in Hong Kong. These stores also sell a wide variety of organic products as in some Agri-foods like instant and canned soup and noodles; plain noodles and dried pasta; processed food and seafood products; ready-made meals and drinks (PARKnSHOP, 2010).
However, as the number of customers that go for ready-made organic food increases, many superstores are jostling to control a larger share of the organic product market. This study investigates the appropriate steps PARKnSHOP management should take in arriving at a good conclusion about the most effective marketing strategies to adopt in capturing a greater share of the dynamic market for organic products.
As a former colony and a trading outpost of the British Empire, Hong Kong has developed itself into a formidable economic wonder, turning into a global financial center where most financial institutions, banks, credit facilities and others have decided to establish their branches (Schenk, 2001).
Nowadays, families have had to eat out or order their foods (mostly organic products) from superstores as a result of their busy lifestyles. This study…
This research will begin with the statement that 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.
This study looks into marketing as a daily activity is perceived to constitute all processes that are concerned with activities of conception, pricing, promotion, and distribution of ideas, goods, and services. Here, the paramount aim is to create exchange that is satisfactory to individual and organizational objectives.
The per capita wine consumption of Hong Kong legal drinkers is an average of 3.3 liters which is higher than Japan (2.3 liters) and Singapore (1.9 liters) (Suen, 2009). Hong Kong wine consumption is expected to reach 4.2 liters by 2012. Despite financial tsunami, the development of Hong Kong wine market has high growth potential.
Conclusion 14 5. Recommendations 15 Bibliography 16 1. Introduction The concept of brand equity, which was highly developed during the 1980s (Keller, Aperia and Georgson 2008), has highlighted the value of brand within the global market. However, brand marketing has been related to a series of challenges.
It is said that the supermarket chain has very deep operations traction in Hong Kong and many parts of China and Macau, which translates to a large pool of employees and the employees of a large number of suppliers all depending on ParknShop and all potentially affected by any sale.
a predictable manner, arbitrageurs would discern the trends, act on them, and make money at a rate above normal market returns and their actions would quickly bring stock prices to their intrinsic values.
This set of assumptions is defined by the Efficient Market Hypothesis
The paper covers the mobile commerce opportunity in Hong Kong market by providing a study of contributions made by mobile networks providers, the Hong Kong Post, and the Telecommunication Authority. It also provides a review of why the information market in Hong Kong is suitable for mobile commerce development.
Precious metals were for a long time used as a method of transaction but gradually this system was replaced by paper money and coins, thus making the transactions much faster and efficient. In the last decade of 20th century, a new system of