The Potential Opportunity of Promoting Meituan Take-out App to Hong Kong – A Case Study

Li Shen

doi:doi:10.11648/j.ijebo.20180602.14

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The Potential Opportunity of Promoting Meituan Take-out App to Hong Kong – A Case Study

Li Shen

Published in International Journal of Economic Behavior and Organization (Volume 6, Issue 2)

Received: 9 December 2018 Published: 11 December 2018

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Abstract

This paper presents a case study of proposing a marketing plan for Meituan Take-out App. This take-out app is quite popular in mainland area now and experienced a quick development over past several years under the Internet era. With the increase of scale and strength rapidly, it faces a potential opportunity to enter into the Hong Kong market. Thus the paper makes a corresponding research under the assumption that it develops the local market in Hong Kong. The aim of this study is to explore the prospects of its development in the Hong Kong market and then put forward an effective and reasonable promotion plan. In order to promote this take-out app, a detailed analysis is formulated based on both consumer buying process and consumer evaluation process, as well as considering the target audience and market positioning of this brand. In addition, some well-known marketing theories and research methods like PEST analysis are also applied for sake of achieving better research results. At last, useful recommendations are provided in the end of paper, to ensure the smooth application of proposed promotion in Hong Kong. It is hoped that this case study could serve as reference and guidance for Meituan Take-out App and other similar companies.

Published in	International Journal of Economic Behavior and Organization (Volume 6, Issue 2)
DOI	10.11648/j.ijebo.20180602.14
Page(s)	53-60
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2018. Published by Science Publishing Group

Keywords

Consumer Buying, Consumer Evaluation, Marketing, Case Study, Hong Kong

References

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APA Style

Li Shen. (2018). The Potential Opportunity of Promoting Meituan Take-out App to Hong Kong – A Case Study. International Journal of Economic Behavior and Organization, 6(2), 53-60. https://doi.org/10.11648/j.ijebo.20180602.14

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ACS Style

Li Shen. The Potential Opportunity of Promoting Meituan Take-out App to Hong Kong – A Case Study. Int. J. Econ. Behav. Organ. 2018, 6(2), 53-60. doi: 10.11648/j.ijebo.20180602.14

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AMA Style

Li Shen. The Potential Opportunity of Promoting Meituan Take-out App to Hong Kong – A Case Study. Int J Econ Behav Organ. 2018;6(2):53-60. doi: 10.11648/j.ijebo.20180602.14

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@article{10.11648/j.ijebo.20180602.14,
  author = {Li Shen},
  title = {The Potential Opportunity of Promoting Meituan Take-out App to Hong Kong – A Case Study},
  journal = {International Journal of Economic Behavior and Organization},
  volume = {6},
  number = {2},
  pages = {53-60},
  doi = {10.11648/j.ijebo.20180602.14},
  url = {https://doi.org/10.11648/j.ijebo.20180602.14},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijebo.20180602.14},
  abstract = {This paper presents a case study of proposing a marketing plan for Meituan Take-out App. This take-out app is quite popular in mainland area now and experienced a quick development over past several years under the Internet era. With the increase of scale and strength rapidly, it faces a potential opportunity to enter into the Hong Kong market. Thus the paper makes a corresponding research under the assumption that it develops the local market in Hong Kong. The aim of this study is to explore the prospects of its development in the Hong Kong market and then put forward an effective and reasonable promotion plan. In order to promote this take-out app, a detailed analysis is formulated based on both consumer buying process and consumer evaluation process, as well as considering the target audience and market positioning of this brand. In addition, some well-known marketing theories and research methods like PEST analysis are also applied for sake of achieving better research results. At last, useful recommendations are provided in the end of paper, to ensure the smooth application of proposed promotion in Hong Kong. It is hoped that this case study could serve as reference and guidance for Meituan Take-out App and other similar companies.},
 year = {2018}
}

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TY  - JOUR
T1  - The Potential Opportunity of Promoting Meituan Take-out App to Hong Kong – A Case Study
AU  - Li Shen
Y1  - 2018/12/11
PY  - 2018
N1  - https://doi.org/10.11648/j.ijebo.20180602.14
DO  - 10.11648/j.ijebo.20180602.14
T2  - International Journal of Economic Behavior and Organization
JF  - International Journal of Economic Behavior and Organization
JO  - International Journal of Economic Behavior and Organization
SP  - 53
EP  - 60
PB  - Science Publishing Group
SN  - 2328-7616
UR  - https://doi.org/10.11648/j.ijebo.20180602.14
AB  - This paper presents a case study of proposing a marketing plan for Meituan Take-out App. This take-out app is quite popular in mainland area now and experienced a quick development over past several years under the Internet era. With the increase of scale and strength rapidly, it faces a potential opportunity to enter into the Hong Kong market. Thus the paper makes a corresponding research under the assumption that it develops the local market in Hong Kong. The aim of this study is to explore the prospects of its development in the Hong Kong market and then put forward an effective and reasonable promotion plan. In order to promote this take-out app, a detailed analysis is formulated based on both consumer buying process and consumer evaluation process, as well as considering the target audience and market positioning of this brand. In addition, some well-known marketing theories and research methods like PEST analysis are also applied for sake of achieving better research results. At last, useful recommendations are provided in the end of paper, to ensure the smooth application of proposed promotion in Hong Kong. It is hoped that this case study could serve as reference and guidance for Meituan Take-out App and other similar companies.
VL  - 6
IS  - 2
ER  -

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Author Information

Li Shen

Business School, Lingnan University, Hong Kong, China

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Plain Text BibTeX RIS

APA Style

Li Shen. (2018). The Potential Opportunity of Promoting Meituan Take-out App to Hong Kong – A Case Study. International Journal of Economic Behavior and Organization, 6(2), 53-60. https://doi.org/10.11648/j.ijebo.20180602.14

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ACS Style

Li Shen. The Potential Opportunity of Promoting Meituan Take-out App to Hong Kong – A Case Study. Int. J. Econ. Behav. Organ. 2018, 6(2), 53-60. doi: 10.11648/j.ijebo.20180602.14

Copy | Download

AMA Style

Li Shen. The Potential Opportunity of Promoting Meituan Take-out App to Hong Kong – A Case Study. Int J Econ Behav Organ. 2018;6(2):53-60. doi: 10.11648/j.ijebo.20180602.14

Copy | Download

@article{10.11648/j.ijebo.20180602.14,
  author = {Li Shen},
  title = {The Potential Opportunity of Promoting Meituan Take-out App to Hong Kong – A Case Study},
  journal = {International Journal of Economic Behavior and Organization},
  volume = {6},
  number = {2},
  pages = {53-60},
  doi = {10.11648/j.ijebo.20180602.14},
  url = {https://doi.org/10.11648/j.ijebo.20180602.14},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijebo.20180602.14},
  abstract = {This paper presents a case study of proposing a marketing plan for Meituan Take-out App. This take-out app is quite popular in mainland area now and experienced a quick development over past several years under the Internet era. With the increase of scale and strength rapidly, it faces a potential opportunity to enter into the Hong Kong market. Thus the paper makes a corresponding research under the assumption that it develops the local market in Hong Kong. The aim of this study is to explore the prospects of its development in the Hong Kong market and then put forward an effective and reasonable promotion plan. In order to promote this take-out app, a detailed analysis is formulated based on both consumer buying process and consumer evaluation process, as well as considering the target audience and market positioning of this brand. In addition, some well-known marketing theories and research methods like PEST analysis are also applied for sake of achieving better research results. At last, useful recommendations are provided in the end of paper, to ensure the smooth application of proposed promotion in Hong Kong. It is hoped that this case study could serve as reference and guidance for Meituan Take-out App and other similar companies.},
 year = {2018}
}

Copy | Download

TY  - JOUR
T1  - The Potential Opportunity of Promoting Meituan Take-out App to Hong Kong – A Case Study
AU  - Li Shen
Y1  - 2018/12/11
PY  - 2018
N1  - https://doi.org/10.11648/j.ijebo.20180602.14
DO  - 10.11648/j.ijebo.20180602.14
T2  - International Journal of Economic Behavior and Organization
JF  - International Journal of Economic Behavior and Organization
JO  - International Journal of Economic Behavior and Organization
SP  - 53
EP  - 60
PB  - Science Publishing Group
SN  - 2328-7616
UR  - https://doi.org/10.11648/j.ijebo.20180602.14
AB  - This paper presents a case study of proposing a marketing plan for Meituan Take-out App. This take-out app is quite popular in mainland area now and experienced a quick development over past several years under the Internet era. With the increase of scale and strength rapidly, it faces a potential opportunity to enter into the Hong Kong market. Thus the paper makes a corresponding research under the assumption that it develops the local market in Hong Kong. The aim of this study is to explore the prospects of its development in the Hong Kong market and then put forward an effective and reasonable promotion plan. In order to promote this take-out app, a detailed analysis is formulated based on both consumer buying process and consumer evaluation process, as well as considering the target audience and market positioning of this brand. In addition, some well-known marketing theories and research methods like PEST analysis are also applied for sake of achieving better research results. At last, useful recommendations are provided in the end of paper, to ensure the smooth application of proposed promotion in Hong Kong. It is hoped that this case study could serve as reference and guidance for Meituan Take-out App and other similar companies.
VL  - 6
IS  - 2
ER  -

Copy | Download