The Potential Opportunity of Promoting Meituan Take-out App to Hong Kong – A Case Study
International Journal of Economic Behavior and Organization
Volume 6, Issue 2, June 2018, Pages: 53-60
Received: Dec. 9, 2018; Published: Dec. 11, 2018
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Li Shen, Business School, Lingnan University, Hong Kong, China
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This paper presents a case study of proposing a marketing plan for Meituan Take-out App. This take-out app is quite popular in mainland area now and experienced a quick development over past several years under the Internet era. With the increase of scale and strength rapidly, it faces a potential opportunity to enter into the Hong Kong market. Thus the paper makes a corresponding research under the assumption that it develops the local market in Hong Kong. The aim of this study is to explore the prospects of its development in the Hong Kong market and then put forward an effective and reasonable promotion plan. In order to promote this take-out app, a detailed analysis is formulated based on both consumer buying process and consumer evaluation process, as well as considering the target audience and market positioning of this brand. In addition, some well-known marketing theories and research methods like PEST analysis are also applied for sake of achieving better research results. At last, useful recommendations are provided in the end of paper, to ensure the smooth application of proposed promotion in Hong Kong. It is hoped that this case study could serve as reference and guidance for Meituan Take-out App and other similar companies.
Consumer Buying, Consumer Evaluation, Marketing, Case Study, Hong Kong
To cite this article
Li Shen, The Potential Opportunity of Promoting Meituan Take-out App to Hong Kong – A Case Study, International Journal of Economic Behavior and Organization. Vol. 6, No. 2, 2018, pp. 53-60. doi: 10.11648/j.ijebo.20180602.14
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