Haagen-Dazs Xiamen Marketing Strategy Analysis

With an average growth of20%over the last25years, Xiamen, medium city of South-East China, changed from a poorly developed city into a large well of wealth. Its developed economy generated a wealthy population and a welcoming environment that soon represented a strong interest for foreign companies. In2008, Haagen-Dazs, the American premium ice cream giant stepped on the island and opened its first franchise in the city. Offering a product far from the Chinese traditional consumption habits at a price well above any of its competitor, Haagen-Dazs Xiamen managed to achieve a quick success with a solid12%growth.In this thesis, the author analyzed the marketing strategy of Haagen-Dazs Xiamen, and stated what, according to this research, should be done in order to increase Haagen-Dazs brand image and business in the Xiamen Market.To go further in details and conduct this research, the author had to base its work on several theories. All theories used in this paper are taken from the work of different authors collected in their different work. Each of them is noted in the references below.In this research the author analyzed how Haagen-Dazs created a strong brand image based on a premium product appealing feelings of luxury and high status to its. consumers. The author noticed that Haagen-Dazs Xiamen marketing strategy is strongly based on the outside standard of its source and that, in Xiamen the company’s success is more linked to the brand image than to the core quality of its products.Although the company is quite successful in the Xiamen Market, the author soon noticed that many ameliorations could be made in order to achieve a better market presence, attain more consumers and better compete with other brands.Finally, the author concluded that in Xiamen, Haagen-Dazs has a strong potential for development and growth, but in order to take full advantage of it, the company should implement several changes in almost all levels of its marketing operations.