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Brand Analysis: Mister Softee

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Brand Analysis: Mister Softee
Table of Content 1. Introduction 1. Background ---------------------------------------------------------- 3 2. Objective ---------------------------------------------------------- 3 3. Vision ---------------------------------------------------------- 3 2. Executive Summary ---------------------------------------------------------- 4 3. Situation Analysis: SWOT analysis 1. Strengths ---------------------------------------------------------- 5 2. Weakness ---------------------------------------------------------- 6 3. Opportunities ---------------------------------------------------------- 6 4. Threats ---------------------------------------------------------- 7 4. Marketing Strategy: Marketing Mix 1. Product ---------------------------------------------------------- 8 2. Place ---------------------------------------------------------- 9 3. Price ---------------------------------------------------------- 10 4. Promotion ---------------------------------------------------------- 11
5. Reference --------------------------------------------------------------------- 12
1. Introduction
1.1 Background
Mister Softee is owned by the Ng Enterprises Ltd. After Ted Drew, MR.HO GAN YUEN, MR.TONG HORK YUEN traveled to England, they brought the idea of Mister Softee from England to Hong Kong. In 1970, they received the right of Mister Softee and located the factory in Fo Tan. Since the Hong Kong Government has stopped to issue the new hawking licenses in 1978, and the existing licenses cannot be transferred to other transport, the fourteen vans are still running on Hong Kong Island, Kowloon and the New Territories. Mister Softee is common in Hong Kong through many years.
2.1.2 Objective
The company aims to provide the fresh ice cream through the delivery process (Mister Softee van is the method that sale the ice cream to the customers.) Also the company believes that “When there are people, there
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