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The first segmentation is composed of most Hong Kong residents aged from 25 to 40 with various occupations. We will concentrate on the highest intensive regions of employees, which is Central& Sheung Wan, Tsim Sha Tsui, Yau Ma Tei& Mong Kok and Kwun Tong.https://www.51lunwen.org/marketing/
Youngsters aged from 18 to 25 are the second segmentation. This cohort often goes to areas like Mong Kok, TsimSha Tsui and Causeway Bay for hanging out. Based on Table 1-6(see Appendix), Internet is nowadays playing an increasingly important role in their lives. So it is important for us to focus on social network and online forums.
The third segmentation: tourists. From the website of Hong Kong Tourism Board, the Top 10 must-seen sights are: the Peak, Ocean Park, Ladies Market, Temple Street, Stanley, Star Ferry, Tsing Ma Bridge, Aberdeen, Central District and Hong Kong Disneyland. Our market of tourists should thus be opted from districts above. At present, vans of Mobile Softee usually make business in downtown areas, residential communities, tourism venues, or near MTR stations. For example, Mong Kok, Wan Chai, Kowloon Tong MTR Station, Sha Tin Minibus Stop, Tuen Mun as well as Star Ferry Piers, etc.

生产力分析

Product Analysis

有四个产品提供快递服务。冰淇淋是其中最突出的一个，通常只拥有香草味。此外，冰淇淋为消费者提供了其他三种口味，如巧克力，蜜瓜和香草冰淇淋杯，同时开发两个附加选项——草莓和香橙。

Four products are provided by Mobile Softee. Soft Ice Cream, as the most prominent one, usually owns only the vanilla flavor. Moreover, Nutty Drumstick provides consumers with three flavors such as chocolate, honeydew melon and vanilla, while Ice Cream Cup develops two additional options of strawberry and orange. Jumbo Orange, which is widely recognized as a kind of sorbet, presents different refreshing taste from Soft Ice Cream. Insisting of high requirements to the product, for instance, daily sterilization of vans and freshly made ingredient owes itself remarkable merits, whereas to survive under this situation, Mobile Softee has to do more than provide strawberry-flavored Soft Ice Cream during the first three days of Chinese New Year.
The vendors pick up their vans from the headquarter in Fo Tan every morning and load the sources. This is for the consideration of high quality requirements, which is unknown to the mass. Mobile Softee vans often emerge in certain areas such as Tsim Sha Tsui, Central, Mong Kok, Sha Tin, etc., so that they can easily be found by tourists, citizens living nearby and frequent consumers. The mobility of vans makes it distinguished from other ice cream producers, enabling the vendors to look for better sales locations in a self-sufficient model. This 40-year intriguing feature serves as an unusual selling point, yet it sometimes causes trouble for unfamiliar consumers to buy.
The price of Soft Ice Cream has been increasing from $0.50 to current $8 in the past 40 years. Providing with affordable prices as well as equipped with Octopus payment system also helps its popularization over 40 years.

竞争力分析
Competitive Analysis
Mobile Softee competed with other ice-cream and frozen dessert companies on different aspects. Its mobile style is a weakness compared with those companies which have permanent address; its local-based brand image competes with those international bra