Analyzing The Combination of Private Marketing in Traditional Catering Retail: Take Holiland as An Example
DOI:
https://doi.org/10.54691/bcpbm.v45i.4908Keywords:
Private marketing; marketing; Marketing Mix theory; traditional catering retail.Abstract
The impact of the COVID-19 and the promotion of Internet applications have increased the online consumption rate of consumers, which has prompted businesses to conduct private marketing. The purpose of this study was to explore how the traditional catering retail industry combines with private marketing. This paper used marketing mix theory, through the SWOT model, to specifically analyze the characteristics of Holiland's in four aspects: price, product, place, and promotion. The results showed that Holiland has advantages in the product, location, and promotion, but its price is higher than that of the same category of products, so it has disadvantages. The market where Holiland is located has great potential, however, due to the continuous participation of other industries, the competition is fierce. Holiland needs to constantly introduce new products and adjust its marketing model to make its own brand image more prominent. According to such case studies, other traditional catering retail businesses can imitate the private marketing model and some specific measures of Holiland, but they need to change some details according to their own industry characteristics and product features to form their own private marketing model.
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