The Marketing Plan For Hong Kong Expres
The Marketing Plan for Hong Kong Express
Course: Higher Diploma in Marketing Management
Code: BA124026
Class: 1B
Student names: Lau Cheuk Yee (130746216) Fan Wan Sheung (130046771) Ng Yu Heung (130037055) Shum Lai Ping (130752340)
Mok Ka Ki (130227164)
Content
Executive Summary .p.3
Situation Analysis Company and product / brand background p.4 Customers’ needs, target markets p.5
SWOT analysis p.6
Marketing Objectives p.10
Marketing Strategies p.11
Marketing Mix Tactics - 4Ps p.12
Marketing budget estimates p.14
Marketing Control & Evaluating Marketing Performance p.15
Appendices p.16
Executive Summary
This report provides an analysis and evaluation of the current and prospective profitability, liquidity and market situation of Hong Kong Express. Methods of analysis included introducing their backgrounds, SWOT analysis, defining their marketing objectives and strategies, and estimating the budgets of promotions and expenditures. In particular, comparative performance is great majority in the areas of the destinations, the amounts of airplanes and the costs of passenger tickets.
The report found that the prospects of the company in its current position are positive. The major areas of strength and opportunities are help to promote the company to gain more profit in the future and the weaknesses and threats are require further investigation and remedial action by management.
The report are also investigated the facts that the analysis conducted has limitations. In this case, marketing control and strategies can help to forecasting the sustainable development and the future of Hong Kong Express. We will have further discussion on the following pages.
Situation Analysis:
Company and product / brand background
Hong Kong Express is Hong Kong’s first and only low-cost carrier. Focusing on low fares and on-time reliability, Hong Kong Express has brought true
Course: Higher Diploma in Marketing Management
Code: BA124026
Class: 1B
Student names: Lau Cheuk Yee (130746216) Fan Wan Sheung (130046771) Ng Yu Heung (130037055) Shum Lai Ping (130752340)
Mok Ka Ki (130227164)
Content
Executive Summary .p.3
Situation Analysis Company and product / brand background p.4 Customers’ needs, target markets p.5
SWOT analysis p.6
Marketing Objectives p.10
Marketing Strategies p.11
Marketing Mix Tactics - 4Ps p.12
Marketing budget estimates p.14
Marketing Control & Evaluating Marketing Performance p.15
Appendices p.16
Executive Summary
This report provides an analysis and evaluation of the current and prospective profitability, liquidity and market situation of Hong Kong Express. Methods of analysis included introducing their backgrounds, SWOT analysis, defining their marketing objectives and strategies, and estimating the budgets of promotions and expenditures. In particular, comparative performance is great majority in the areas of the destinations, the amounts of airplanes and the costs of passenger tickets.
The report found that the prospects of the company in its current position are positive. The major areas of strength and opportunities are help to promote the company to gain more profit in the future and the weaknesses and threats are require further investigation and remedial action by management.
The report are also investigated the facts that the analysis conducted has limitations. In this case, marketing control and strategies can help to forecasting the sustainable development and the future of Hong Kong Express. We will have further discussion on the following pages.
Situation Analysis:
Company and product / brand background
Hong Kong Express is Hong Kong’s first and only low-cost carrier. Focusing on low fares and on-time reliability, Hong Kong Express has brought true