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The Role of Imc in the Marketing Process

Autor:   •  November 20, 2011  •  Essay  •  252 Words (2 Pages)  •  2,134 Views

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Company Background

Kee Wah, has established 46 stores in Hong Kong, and 19 stores in Mainland China and the

United Sates, is a well-known bakery chain store in the world. It has been popular among in

Chinese because of the Chinese and Hong Kong style pastries and snacks.

It was a small neighborhood bakery operated by a traditional family in the beginning. Due to

the modern management, it puts emphasis on high quality and hygiene standard, automatic

production, and promotion strategies. Its business grew fast, and now it has own production

plant for better product quality, but also plenty of stores for retailing, partnerships with different

distributors for mutual sale.

Product Review

Kee Wah keeping abreast of the times is one of the key successful factors. It has developed

ranges of product lines, thus matching with consumers' flavors. Its product lines divided into

6 categories, such as Chinese bridal cake, seasonal products, Kee Wah Gift sets, all the time

Favourite, supreme mooncake and specialty. From handmade traditional pastries to elegant

Gift box series, it fulfils traditional and fusion flavors, and creates a unique modern HK style. For

example, Assorted Chinese Sweet Crispies selling in Kee Wah chain is one of the popular snacks

in

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