Marketing Project Proposal (Hk Vita
)
To analyze the Marketing Strategy of the Vitasoy and its Future Expansion through Product Diversification in Hong Kong
By
Project Proposal
Presented to
In Partial Fulfillment of the Requirements
For
Higher Diploma in Marketing
2011/12
Objectives of the project
Vitasoy started its development from soymilk, although it has developed a lot of drinks besides soymilk. The target market of Vitasoy is the Hong Kong citizens.
In Hong Kong, the value stated in above could perform with others drinks, such as Coca-Cola, Ribena, etc. The market of soft drinks nowadays is getting saturated, so we are going to investigate the feasibility of developing new products and hence enlarge the market share for the future expansion. On the other hand, we would like to analyze their products for reconstruction of the product lines
Background for the study
Vitasoy has done lots of researches on the products in order to keep its leadership position in Hong Kong. However the soft drinks market is getting saturated. Actually products have been introduced to the market not only soft drinks, but also some kinds of food. The sub brand San Sui provides some soy related products like tofu. When we aware the situation, the number of competitors grows very fast, lots of the soft drinks are introduced into the market. Vitasoy should not only develop the new favors, Vitasoy has to create some new products, in order to keep the competitiveness in the field.
Hence, we are going to do the analysis on the feasibility of product diversification some un-popular products from the existing product lines will be explore through the data analysis in our summary. We also study Vitasoy’s past marketing strategy to find out the expectation of the public and the future marketing direction.
Literature Review
The literature review let us analyze Vitasoy’s past marketing strategies, and understand more about Vitasoy’s history and other basic information. So
To analyze the Marketing Strategy of the Vitasoy and its Future Expansion through Product Diversification in Hong Kong
By
Project Proposal
Presented to
In Partial Fulfillment of the Requirements
For
Higher Diploma in Marketing
2011/12
Objectives of the project
Vitasoy started its development from soymilk, although it has developed a lot of drinks besides soymilk. The target market of Vitasoy is the Hong Kong citizens.
In Hong Kong, the value stated in above could perform with others drinks, such as Coca-Cola, Ribena, etc. The market of soft drinks nowadays is getting saturated, so we are going to investigate the feasibility of developing new products and hence enlarge the market share for the future expansion. On the other hand, we would like to analyze their products for reconstruction of the product lines
Background for the study
Vitasoy has done lots of researches on the products in order to keep its leadership position in Hong Kong. However the soft drinks market is getting saturated. Actually products have been introduced to the market not only soft drinks, but also some kinds of food. The sub brand San Sui provides some soy related products like tofu. When we aware the situation, the number of competitors grows very fast, lots of the soft drinks are introduced into the market. Vitasoy should not only develop the new favors, Vitasoy has to create some new products, in order to keep the competitiveness in the field.
Hence, we are going to do the analysis on the feasibility of product diversification some un-popular products from the existing product lines will be explore through the data analysis in our summary. We also study Vitasoy’s past marketing strategy to find out the expectation of the public and the future marketing direction.
Literature Review
The literature review let us analyze Vitasoy’s past marketing strategies, and understand more about Vitasoy’s history and other basic information. So
Bibliography: 7. Stephen P. Robbins, David A. DeCenzo and Mary Coulter, Fundamentals of Management, 7th ed, Pearson Education Inc., 2011. 8. Gary Armstrong and Philip Kolter, Marketing An Introduction, 10th ed, Pearson Education Inc., 2011. 9. Saunders, M., Lewis, P. and Thornhill, A., Research Methods for Business Students, Essex: Prentice Hall, 2007.