The New Social Media Marketing Plan for HK Maxims’ Cakes in Mainland China – A Case Study
International Journal of Economics, Finance and Management Sciences
Volume 6, Issue 6, December 2018, Pages: 246-254
Received: Dec. 9, 2018;
Published: Dec. 11, 2018
Views 850 Downloads 213
Li Shen, Business School, Lingnan University, Hong Kong, China
This paper presents a case study of proposing a new marketing plan for Maxims’ Cakes, which is from Hong Kong as well as the food brand under the Maxims’ Group. This company is a well-known brand in Hong Kong area, yet facing some problems now, such as weak public recognition and fierce competition in Mainland China. This paper is aimed to put forward a brand new blueprint that will contribute to its long-term development from the perspective of utilizing social media. In order to achieve the main purpose of this case study, sufficient market research and abundant materials with charts are introduced in the paper. Necessary methods like PEST and SWOT analysis are also applied for better results. Then for addressing these problems successfully in mainland, a new social media marketing plan is formulated based on both macro-economic and micro-economic analysis, as well as considering the objectives and target audience of the company. In addition, a detailed implementation plan and a contingency plan are included in the proposed marketing plan, to ensure the smooth application of the proposed strategies in practice. It is hoped that this study can provide guidance and inspiration for the development of Maxims’ Cakes and other similar companies in need.
The New Social Media Marketing Plan for HK Maxims’ Cakes in Mainland China – A Case Study, International Journal of Economics, Finance and Management Sciences.
Vol. 6, No. 6,
2018, pp. 246-254.
Xu Shi-wen and Xiao Pang, “Maxims: Spread to the Third Generation,” 21st Century Business Review, 2013 (14).
Zhang Dong-hui, “Social Media Marketing: Why Every Business Must Have Social Media Sites for Their Development and Enhancement?” Shandong University, 2018.
Hou Jia, “The Application of Social Media in Enterprise Marketing,” Jilin University, 2016.
Gary Armstrong and Philip Kotler, Marketing: An Introduction (12th Ed.), Pearson. 2016.
Philip Kotler and Kevin Lane Keller, A Framework for Marketing Management (6th Ed.), Pearson. 2016.
Khozem Merchant, “Sweet Rivals Find Love in a Warm Climate,” Financial Times, 2003, p. 9.
Joel Millman, “Mexican Retailers Enter U.S. to Capture Latino Dollars,” The Wall Street Journal, 2001, p. A18.
Jun-Jie Zhang and Li Yang, “A Simple Analysis of Revolution and Innovation of Marketing Mix Theory from Big Data Perspective,” Proceedings of 2017 IEEE 2nd International Conference on Big Data Analysis (ICBDA 2017).
Quan-hong Liu and Yu-xuan Zhang, “New Media Marketing Strategy Based on Word-of-Mouth of Wanghong,” Advances in Social Science, Education and Humanities Research, Vol. 72 [C], 2017.
Valarie, Dwayne, Mary. (2013). Service Marketing: Integrating Customer Focus Across the Firm (6th Ed.).
Zhang-ying Quan and Wang Rong, “Important Role on the Enterprise Customer Relationship Management Marketing,” Posts Economy, 2004.
Zhao Xin, “Combining Traditional Marketing and Social Media Marketing to Obtain Great Profit,” Time Education, 2011.
Nina Trentmann, “International Companies and Their Presence on Chinese Social Networking Sites L’Oreal and Sina Weibo: Case Study of a Product Launch,” Fudan University, 2013.
Geoffrey A. Flower, “Commercial Break: The Art of Selling,” Far Eastern Economic Review, 2003, pp. 30-33.
Solomon, Consumer Behavior: Buying, Having, and Being (11th Ed.), Pearson. 2015.