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 Downloaded by micki shim ([email protected]) lOMoARcPSD|5181131
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.
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