Since the assignment is only in hong kong the

stage because it is not well known and it does not has much of market share.
Since the assignment is only in Hong Kong. The customers of Haagen Dazs will be the
general public of Hong Kong. The most considered competitor for Haagen Dazs will be XTC
Galeton. From google map we can see that Haagen Dazs has more stores than XTC
Galeton.
Market Analysis
The operation of enterprise is closely related to the market environment and the change of
market environment will promote or restrict its business activities. Therefore, it is necessary
to make in-depth analysis about the external environment if Haagen-Dazs to implement the
marketing plan in Hong Kong.
Economic environment
From economic environment perspective, Hong Kong is an economically developed region
and maintains a high rate of economic growth. Hong Kong has a huge population density
and customer group with higher per capital income. Marketing environment is more market
oriented and internationalized. Haagen-Dazs maintains a share of the market and sales in
good condition in Hong Kong after years of operation and development. Moreover, the
marketing demand of ice cream is relatively stable in recent years. Therefore, it may be
easier for Haagen-Dazs to develop new marketing plan and strategies. However, the labor
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costs and store rents are increasing rapidly and these will affect the operating cost control
and price competition.
Social and cultural
From social and cultural factors, Hong Kong is an international metropolis and its social
culture influenced greatly by western culture. Customers prefer to eat ice cream and are
willing to pay high price for it. Haagen Dazs has been popular among young people,
especially for women. Both the certain customer base and climate conditions in Hong Kong
will bring huge consumption capacity on ice cream to Haagen-Dazs. And it would be easier
for customers to accept Haagen Dazs market strategy adjustment and new plan. From
technological perspective, the Hong Kong market has many international ice cream brands
and the ice cream technology environment is mature.
Political
From political factors, the political environment in Hong Kong is stable and policy was highly
accommodative. Free-trade policies will bring more relaxed environment and convenience
for the adjustment and implement of Haagen Dazs's market strategy and plans. Therefore,
from these four aspects, Haagen Dazs has relatively stable external environment to change
and develop the marketing plan.
After analyzing the macro-environment of Haagen Dazs, its industry market analysis is
needed as well. Five elements, such as Threat of new entrants, threats of substitutes,
bargaining power of customers, bargaining power of suppliers and inter-rivalry competitions,
(also called Porter Five Forces Model)are contained in this analysis.