Section 1. Introduction............................................................................................................1

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INDEX Section 1. Introduction............................................................................................................1 Section 2. Market and Competitors Analysis............................................................................1 2.1.Market Analysis and Competitor Analysis.....................................................................1 2.1.1.Market Analysis.....................................................................................................1 2.1.1.1.Market Situation.............................................................................................1 2.1.1.2.Composition................................................................................................2 2.1.1.3.Location..........................................................................................................3 2.1.1.4.Trends.............................................................................................................4 2.1.2.Competitor Analysis...............................................................................................4 Section 3. Target Customer analysis and Positioning strategy..................................................6 3.1.Target Customer analysis..............................................................................................6 3.1.1.Demographic.........................................................................................................6 3.1.2.Geographic............................................................................................................6 3.1.3.Behavioral..............................................................................................................6 3.1.4.Psychological.........................................................................................................7 3.2.Positioning strategy......................................................................................................7 3.2.1.Image difference....................................................................................................7 3.2.2.Service difference..................................................................................................8 3.2.3.Message difference................................................................................................8 3.3.Positioning map............................................................................................................9 Section 4. Analyze the Marketing Mix strategy......................................................................11 4.1.Product.......................................................................................................................11 ...............................................................................................................................................1

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4.1.1.X’s facilitating supplement including information, order taking, billing and payment........................................................................................................................12 4.1.1.1.Information...................................................................................................12 4.1.1.2.Order taking..................................................................................................12 4.1.1.3.Billing.........................................................................................................13 4.1.1.4.Payment........................................................................................................13 4.1.2.X’s enhancing supplement including consultation, hospitality, safekeeping and exceptions...........................................................................................13 4.1.2.1.Consultation..................................................................................................13 4.1.2.2.Hospitality.....................................................................................................13 4.1.2.3.Safekeeping..................................................................................................14 4.1.2.4.Exceptions.....................................................................................................14 4.1.3.How did X innovate their service?........................................................................14 4.2.Distribution.................................................................................................................15 4.2.1.Distribution options for serving customers...........................................................15 4.2.2.Channel preference: For X’s target audience, convenience is a key driver of channel choice...............................................................................................................15 4.3.Price............................................................................................................................15 4.3.1.X uses competition – based pricing strategy.........................................................16 4.3.2.Related Moneytary cost.......................................................................................16 4.3.3.Activity – based cost.............................................................................................16 4.3.4.Key categories of rate fences................................................................................17 4.4.Promotion...................................................................................................................18 4.4.1.Target Audience...................................................................................................18 4.4.2.Specifying Communication Objectives..................................................................18 4.4.3.The marketing communication mix:.....................................................................18 3 / 10

4.4.3.1.Service delivery channels..............................................................................18 4.4.3.2.Traditional marketing channels.....................................................................20 4.4.3.3.Internet:........................................................................................................26 4.4.3.4.Outside the Organization..............................................................................29 4.5.Process.......................................................................................................................32 4.5.1.Flowcharting customer service processes.............................................................32 4.5.2.Developing a Blueprint:........................................................................................32 4.5.2.1.Step 1: User enters X app..............................................................................32 4.5.2.2.Step 2: Selects the favorite milktea flavour...................................................33 4.5.2.3.Step 3: Add items to cart...............................................................................33 4.5.2.4.Step 4: Pay and order online.........................................................................33 4.5.2.5.Step 5: Food preparation and delivery...........................................................33 4.6.Physical Evidence........................................................................................................33 4.6.1.Ambient Conditions..............................................................................................33 ...............................................................................................................................................3 4 4.6.2.Space/Function....................................................................................................34 4.6.3.Signs, Symbols, Artifacts......................................................................................36 4.6.4.Evaluation and recommend.................................................................................37 4.7.People management...................................................................................................37 4.7.1.Hire the Right people...........................................................................................37 4.7.2.Enable X’s people.................................................................................................38 4.7.2.1.Building high performance service delivery teams.........................................38 4.7.2.2.Empower the Front Line................................................................................38 4.7.2.3.Extensive Training on....................................................................................38 4.7.3.Motivate and Energize X’s people........................................................................39 4 / 10