Analysis of Holilands Marketing Strategy and Its Operating Advantages and Disadvantages

Abstract

With the development of globalisation and the improvement of peoples living standards, the size of the global bakery market is also increasing year by year. Peoples acceptance of bakery products continues to rise, the demand is also more and more diversified, in addition to the traditional cake and bread, but also derived from the mousse cake, cheesecake and other different categories. This has naturally given rise to different enterprises and private bakery shops coming out of the blue to attract customers attention. However, if a company wants to go a long way, it cant just work on its products, it is very crucial to choose a reasonable way of doing business and keep up with the times. This thesis focuses on the marketing strategy of Holiland, a popular online brand that mainly sells cheesecake. It is hoped that through the analysis of the brands marketing strategy, the factors applicable to the long-term development of the bakery industry in todays society can be explored. The research is mainly carried out through the methods of literature analysis and case study. This thesis finds that in order to stand out and survive for a long time among many bakery enterprises, the enterprises should make efforts in the location of shops, theme marketing, network marketing, localised marketing, and should also pay attention to the quality of the products and the control of the prices, and only by grasping the details in all aspects can they become the evergreen tree of the bakery industry.