The Role of Imc in the Marketing Process
Autor: moto • November 20, 2011 • Essay • 252 Words (2 Pages) • 2,001 Views
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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