Company Background of Kee Wah

5138 words 21 pages
Marketing mix is the set of controllable tactical marketing tools–product, price, place, and promotion–that the firm blends to produce the response it wants in the target market

Company Background

Found in 1938, Kee Wah Bakery has grown from a small grocery shop to a household name renowned for its bakery products in over half a century, with outlets and business filaments that stretch from Hong Kong to Mainland China, Taiwan, North America and Japan. The brand now has now become a household name among locals, as well as other Asian communities around the world.

In terms of product range, aside from traditional bakery products such as mooncakes and bridal pastries, Kee Wah has also been continuously pushing the envelope of modern
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In addition, the Bakery also offers a variety of Chinese favorites and delicacies, including traditional Chinese egg-rolls and pineapple paste cakes. In fact, the history of this multi-national bakery can be traced back to the pre-World War II period. The founder, Mr. WONG Yip-wing started the business as a humble tuck shop in the late 1930s with only three staff, selling only modest candies and loaning comic books to the youngsters. KW in its earlier decades was operating as a neighbourhood business. The business continued but not without difficulties during the post World War II period in the 1940s and 1950s. With limited supply of ingredients and equipments, Mr. Wong and his dedicated staff started the business of making traditional Chinese pastry. Demands and expectations from customers were quite easy to meet those days when most people had to work hard to make their ends meet. Life in general was without much excessive. Unexpectedly, Mr. WONG was able to make the business a big success. KW’s business took on a new turn in the 1970s and 1980s when Hong Kong’s economy began to take off. Traditional Chinese baked goods also began to shine a new light at that time.
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Kee Wah Bakery has been a renowned household name for

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