The New Social Media Marketing Plan for HK Maxims’ Cakes in Mainland China – A Case Study

Abstract

This paper presents a case study of proposing a new marketing plan for Maxims’ Cakes, which is from Hong Kong as well as the food brand under the Maxims’ Group. This company is a well-known brand in Hong Kong area, yet facing some problems now, such as weak public recognition and fierce competition in Mainland China. This paper is aimed to put forward a brand new blueprint that will contribute to its long-term development from the perspective of utilizing social media. In order to achieve the main purpose of this case study, sufficient market research and abundant materials with charts are introduced in the paper. Necessary methods like PEST and SWOT analysis are also applied for better results. Then for addressing these problems successfully in mainland, a new social media marketing plan is formulated based on both macro-economic and micro-economic analysis, as well as considering the objectives and target audience of the company. In addition, a detailed implementation plan and a contingency plan are included in the proposed marketing plan, to ensure the smooth application of the proposed strategies in practice. It is hoped that this study can provide guidance and inspiration for the development of Maxims’ Cakes and other similar companies in need.