Marketing Research about Häagen-Dazs Based on SWOT Analysis

Abstract

This paper uses advertising, pricing, location, and customer behavior as points of analysis for the marketing strategy of Häagen-Dazs, in which the background information of Häagen-Dazs is analyzed and the preliminary objectives of the start-up brand are provided. In addition, the economic level and background information of the parent company of the brand acquisition will also be presented. In the article, the STOW analysis will be used to understand the current marketing situation and potential opportunities for Häagen-Dazs in the Chinese market. This article uses STOW analysis to explain the current marketing situation and potential opportunities and problems in the Chinese market. At the last, possible solutions and future directions will be proposed.