Hong Kong Fmcg Market Case Study

PLYMOUTH

UNIVERSITY

&

HKUSPACE

Bachelor of Science (Honours)

Business Management

Hong Kong FMCG Market

Analysis & Product Development

Beverages Category

Introduction

According to Maslow’s Hierarchy of Needs (A.H. Maslow, 1943), it believed that physiological needs are the basic needs from the human such as water. In this assignment I would like to choose the soft drink sub-category, because the main structure of human body is more than 70% moisture, so that it would not stop growing in the future, we can consider that beverages is a very market in FGCM for investment.

List of Content: pp.

1) External Analysis……………………………………………………………………4

1.1) Define the Soft Drink market………………………………………………..4

1.2) Marketing environment (PESTEL analysis tools)…………………………6

1.3) Competitive analysis…………………………………………………………7

1.4) Customer analysis…………………………………………………………...8

1.5) Customer behaviors………………………………………………………..10

2) Beverages market segmentation…………………………………………………10

3) New product development………………………………………………………..12

3.1) Define the product…………………………………………………………12

3.2) Positioning………………………………………………………………….13

3.3) 4P’s strategy……………………………………………………………….15

4) Conclusion …………………………………………………………………………18

5) Referencing.………………………………………………………………………..19

6) Appendix……………………………………………………………………………21