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（冰淇淋营销）其独特的销售模式，采用流动车和细味结合，因为它的首次亮相而吸引了大量消费者。大部分香港居民已经相当熟悉Softee，珍惜它作为自己的“大众记忆”。然而，日益激烈的竞争和局限的情况下，它现在也处于一个两难的境地。
Its unique selling mode of mobile vans, combined with the fine taste, has been appealing to consumers since its first appearance. Most Hong Kong residents have been quite familiar with Mobile Softee, cherishing it as their “collective memory”. However, increasing competition and confined situation puts it in a dilemma. Fortunately, the growing connection with the mainland and the economic status arouses a reminiscent mood within the citizens. Its problems and opportunities could therefore be concluded as following:
该公司并没有带来任何广告活动;
目前的客货车不能满足市场需求，但政府的限定数量是有限的;
产品线是有限的，只有四种口味;
 The company hasn’t brought out any advertising campaign;
 Current amount of vans cannot meet the market demands, however the number is limited by the government;
 Products line is limited: only four flavors;
 Mobile Softee has lost its position and image in the https://www.51lunwen.org/marketingresearchproposal/ ice-cream industry due to changes in consumer preferences;
 Mobile style made it difficult for consumer to locate the vans;
 Consumers hold stereotype of Mobile Softee’s hygiene status;
 Mobile Softee’s price privilege is no longer obvious due to the impact of convenience shop and supermarket;
 Mobile Softee is comparably smaller than other competitors, which limited budget.
 Mainland travelers have a positive attitude towards the products and willingness to buy;
 The growing impact of Internet and social network sites provide an inexpensive but high effective way to promote within the youngster;
 The body of the van can be used as advertising platform;
 The depressed economy stimulates the citizens to recall the golden time of Hong Kong;
 Mobile Softee’s vans and products can serve as a emotional bond within different generations.

- Frequent buyers who normally purchase as they see the trucks
- Represent a minimum of 35% of total sales
- Age: 25-40
- Occupation Status: stable job and income
- Areas: Central& Shueng Wan, YTM District , Wan Chai and Kwun Tong
- MTR daily users
- Media Usage: TV and radio user at leisure time, Internet users
- Occasional buyers by surrounding recommendations
- Represent a minimum of 10% of total sales
- Age: 18-25
- Occupation Status: Students or Workplace novice
- Areas: YTM District
- Media Usage: Heavy Internet users, SNS and Online Forums
Hong Kong local residents are our primary market. Although there are two segments in this market, we hope to focus on both of them by satisfying their different stages of psychological needs. After we recall brand awareness and build resonance in Hong Kong society, the primary market will have an invisible impact on our secondary market.

 Tourists from outer Hong Kong
- Buyers who regard “Mobile Softee” as a special experience
- Represent a minimum of 55% of total sales
- Come from Mainland China, Taiwan, Macao and Southeast Asia
- Media Usage: Online Tourism Websites, SNS
This market can also be defined as a follower market. As experiencing local citizens’ life is one of their travel features,