B250F TMA2 final

LEE SHAU KEE SCHOOL OF
BUSINESS AND ADMINISTRATION

MKT B250F

Introduction To Marketing

Assignment 2 (Group Project)

Name & Student No.:

1. Chiu Chun Hin 11097806
2. Ng Yuen Kei 11110570
3. Louie Wai Hang 11053188
4. Li Ka Man 11081950

Tutorial Group No.:

T09
Date:

2/12/2013

Submitted to:

Ms Crystal Chan

Total Mark: /100

Content

1. Introduction P. 3

2. Product Strategies P.4 –P.6

3. Pricing Strategies P.7-P.10

4. Coordination of the strategies P.11-P.12

5. Action plan P. 13-P. 14

6. Control P. 15

7. Conclusion P.16

8. Reference P.17

1. Introduction

Kee Wah bakery is a long history bakery company in Hong Kong. Based on the SWOT analysis in previous research, that there are two main problems that affect Kee Wah Bakery to enhance the market share, sales volume and profit.
Therefore, the objective of the Kee Wah Bakery are increase the market share of young generation, the sales of company increase 20% in the coming years and breakthrough of sale volume in Chinese New Year.

To achieve these objectives, development of marketing strategies is necessary. Based on the strengths and opportunities of Kee Wah Barkey, in this report, development of the product strategy and pricing strategy of different types of Kee Wah products will be suggested. After that, recommendation on how to coordinate the strategies and the action plan that let the strategies go smoothly will be provided. Last but not least, the evaluation and control are confirmed the marketing strategy of Kee Wah Bakery can achieve the objective with actual performance.

2.