Wong Hoi Mei
S128495
BJC4213-L02
Case Study 1-Hoi Tin Tong
Situation analysis
Hoi Tin Tong (HTT) was established in 1990 in Hong Kong. It has over 80 chains retail stores in Asia market. This shows that it has distinctive market share and strong market brand name in its target market.

HTT offers different varieties of products like Herbal drink Series, Chinese Herbal Series, Cooking Sauce Series, and Chinese Herbal Gummy Series and sold through stores, supermarkets, schools, etc.

However, compare to HTT, Hung Fook Tong (HFT) has more than 120 stores in China and HK and more than 3000 retail points. Also, it offers over 100 different types of products which is more diverse. Moreover, consumers also perceive HFT and HealthWorks provide
As these customers are the followers and supporters of HTT before the defamation occurs, they have a certain degree of loyalty to and familiarity with HTT. However, they have concern for food security and are losing confident to HTT. For this, it will be easier to gain their support back if the HTT’s reputation enhances. Therefore, they are the major target customers.

The secondary key publics are the young generation because the market of young generation has a high potentiality to engage in. As the existing customers are mainly focused of adults and the elderly, therefore, target to young generation helps increasing sales as well as market share.

Objectives Objectives for the run off customers: First, increase the awareness of Hoi Tin Tong selling authentic and nutritious turtle jellies by 10% after clarification. As HTT faces reputation crisis and this helps create and enhance HTT’s reputation so as to gain back the supports from their customers. Customers will then eat HTT’s products in a reliable way. This can be measured by the occurrence on media like newspaper and online promotion.

Second, achieve more than 30% message penetration that deliver the values and production process of HTT. This provide a platform for customers to have a deeper understanding of HTT, and strengthen mutual communication between HTT and its customers. This can be measured by the audience survey.

Third, increase the awareness of the role of