Wontonmeen: Repositioning a Hostel during a Pandemic
At the onset of the COVID-19 pandemic, most foreign backpackers could no longer travel to Hong Kong, a trend that continued well into 2021 and adversely affected the operations of a local hostel in the Sham Shui Po neighbourhood. The own and founder of Wontonmeen, Patricia Choi, was exploring the feasibility of repositioning to attract new customers. To explore the repositioning decision, an online survey was conducted along with consumer interviews to better understand a new market opportunity. The data provided useful information about the feasibility of repositioning the hostel to attract local Hong Kong based consumers. Using the data, Choi had to explore the risks and benefits and make a decision on how to position her beloved hostel.
Collection: Ivey Business School (Canada)
Ref: IVEY-W36681-E
Format: PDF
Number of pages: 21
Publication Date: Apr 12, 2024
Language: English
Review date: Apr 12, 2024
Description
At the onset of the COVID-19 pandemic, most foreign backpackers could no longer travel to Hong Kong, a trend that continued well into 2021 and adversely affected the operations of a local hostel in the Sham Shui Po neighbourhood. The own and founder of Wontonmeen, Patricia Choi, was exploring the feasibility of repositioning to attract new customers. To explore the repositioning decision, an online survey was conducted along with consumer interviews to better understand a new market opportunity. The data provided useful information about the feasibility of repositioning the hostel to attract local Hong Kong based consumers. Using the data, Choi had to explore the risks and benefits and make a decision on how to position her beloved hostel.
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Learning Objective
Learning Objectives: Appreciate the challenges of making marketing decisions as a small business owner in a fast-changing environment with limited resources; Gain experience in conducting a thorough analysis of consumers, competitors, and a company’s positioning to inform a major strategic marketing decision; Increase comfort with making decisions involving limited and inconclusive data; Understand some of the potential biases and weaknesses of survey-based data; Gain experience building a thorough marketing plan. For use in in undergraduate-level courses in marketing strategy and small business entrepreneurship.
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"Wontonmeen: Repositioning a Hostel during a Pandemic"
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