Tai Cheong marketing case report
MKTG 5610
Marketing Strategy & Planning
Project Report on Tai Cheong Bakery
Course code: MKTG5610
Group 2 (Competitive Positioning)
Name: [50953396] Chau Hei Man, Karen
Contact number: 98316226
Date of submission: 8th Nov, 2011
Content
Assumption 4
Background 4
Situation Analysis 4
Background of the industry 4
Customer analysis 5
Competitor analysis 5
Perceptual Map 6
Opportunity 7
Targeting 7
Brand Image 7
Recommendations 7
Brand awareness 7
Improve perceived value 8
Implementation and Evaluation 9
Financial support and confidence from Tao Heung 9
Profitable new target segment 9
Key Take-aways 10
Reference 11
Appendix 12
Assumption
As most of the revenue of Tai Cheong Bakery is generated from its core product – Egg Tart. In this project, the main focus would be on egg tart category.
Background
Called as “The Hong Kong’s Most Favorite Egg Tart” by the last Governor of Hong Kong Sir Chris Patten, which is one of the fans of Tai Cheong egg tart. What make him crazy is a Chinese bakery in Central was founded in 1954 by Mr.Au Yueng. However, at 2005 May, store was closed because of the high rental problem. But from 2009 Mar, Tao Heung Holdings Limited (稻香集團) has bought for 80% shares from Mr.Au Yueng. And Tao Heung is setting up a new mission for Tai Cheong: To introduce local and traditional food and snacks with trendy and hygienic packing to every customer. With the support from the Tao Heung, Tai Cheong now has nearly fifty products in seven product categories in order to provide sufficient choices (Refer to Appendix 1) for customers; now she has 15 stores in Hong Kong.
Situation Analysis
Background of the industry
In order to know better of the bakery industry, from the figure of the Hong Kong Brand Development Council, the monthly sales amount of the egg tarts up to 1millon, and the sales figure had increased 102% at 2008, which means there is a high potential for the amount grow in this industry.
Given its keen competition in egg tart
Marketing Strategy & Planning
Project Report on Tai Cheong Bakery
Course code: MKTG5610
Group 2 (Competitive Positioning)
Name: [50953396] Chau Hei Man, Karen
Contact number: 98316226
Date of submission: 8th Nov, 2011
Content
Assumption 4
Background 4
Situation Analysis 4
Background of the industry 4
Customer analysis 5
Competitor analysis 5
Perceptual Map 6
Opportunity 7
Targeting 7
Brand Image 7
Recommendations 7
Brand awareness 7
Improve perceived value 8
Implementation and Evaluation 9
Financial support and confidence from Tao Heung 9
Profitable new target segment 9
Key Take-aways 10
Reference 11
Appendix 12
Assumption
As most of the revenue of Tai Cheong Bakery is generated from its core product – Egg Tart. In this project, the main focus would be on egg tart category.
Background
Called as “The Hong Kong’s Most Favorite Egg Tart” by the last Governor of Hong Kong Sir Chris Patten, which is one of the fans of Tai Cheong egg tart. What make him crazy is a Chinese bakery in Central was founded in 1954 by Mr.Au Yueng. However, at 2005 May, store was closed because of the high rental problem. But from 2009 Mar, Tao Heung Holdings Limited (稻香集團) has bought for 80% shares from Mr.Au Yueng. And Tao Heung is setting up a new mission for Tai Cheong: To introduce local and traditional food and snacks with trendy and hygienic packing to every customer. With the support from the Tao Heung, Tai Cheong now has nearly fifty products in seven product categories in order to provide sufficient choices (Refer to Appendix 1) for customers; now she has 15 stores in Hong Kong.
Situation Analysis
Background of the industry
In order to know better of the bakery industry, from the figure of the Hong Kong Brand Development Council, the monthly sales amount of the egg tarts up to 1millon, and the sales figure had increased 102% at 2008, which means there is a high potential for the amount grow in this industry.
Given its keen competition in egg tart