學門類別
最新個案
- Leadership Imperatives in an AI World
- Vodafone Idea Merger - Unpacking IS Integration Strategies
- V21 Landmarks Pvt. Ltd: Scaling Newer Heights in Real Estate Entrepreneurship
- Snapchat’s Dilemma: Growth or Financial Sustainability
- Did I Just Cross the Line and Harass a Colleague?
- Predicting the Future Impacts of AI: McLuhan’s Tetrad Framework
- Porsche Drive (A) and (B): Student Spreadsheet
- Porsche Drive (B): Vehicle Subscription Strategy
- TNT Assignment: Financial Ratio Code Cracker
- Winsol: An Opportunity For Solar Expansion
Wontonmeen: Repositioning a Hostel during a Pandemic
內容大綱
At the onset of the COVID-19 pandemic, most foreign backpackers could no longer travel to Hong Kong, a trend that continued well into 2021 and adversely affected the operations of a local hostel in the Sham Shui Po neighbourhood. The own and founder of Wontonmeen, Patricia Choi, was exploring the feasibility of repositioning to attract new customers. To explore the repositioning decision, an online survey was conducted along with consumer interviews to better understand a new market opportunity. The data provided useful information about the feasibility of repositioning the hostel to attract local Hong Kong based consumers. Using the data, Choi had to explore the risks and benefits and make a decision on how to position her beloved hostel.
學習目標
Learning Objectives:<ul><li>Appreciate the challenges of making marketing decisions as a small business owner in a fast-changing environment with limited resources;</li><li>Gain experience in conducting a thorough analysis of consumers, competitors, and a company’s positioning to inform a major strategic marketing decision;</li><li>Increase comfort with making decisions involving limited and inconclusive data;</li><li>Understand some of the potential biases and weaknesses of survey-based data;</li><li>Gain experience building a thorough marketing plan.</li></ul><br><br>For use in in undergraduate-level courses in marketing strategy and small business entrepreneurship.