Description

University of Sunderland

Sunderland Business School

UGB372: Marketing in a Digital World

ASSIGNMENT – HONG KONG

Date issued:                                       26 August 2022

Module Lecturer/Tutor:                Dr. David Chu

Title:                                                      Individual Report

Weighting:                                          100%

Completion Date:                            by 23:59 GMT on 7 October 2022

Word Count:                                      Approximately 3,000 words (excluding references and appendices).

 

Context

“The COVID-19 crisis started in December 2019 in China. With awareness about the virus increasing, consumers had begun taking precautions to prevent transmission of the disease. With no cure or established treatment for the infection in sight, people in many countries were forced to stay indoors. While this affected many industries, the restaurant and food delivery industries were badly hit as they were no longer allowed to serve dine-in customers. Worldwide, governments only allowed the food services industry to fulfil takeout and delivery orders contactless. “(Thompson, et al, 2022). With this being early days of the pandemic, some critics opined that it could be a tough road ahead for global food ordering and delivery service restaurants to grapple with the full impact of the COVID-19 pandemic. Would they be able to come out profitable from this public health crisis? Going forward, how must they stabilize the desire to advertise their merchandise and contactless services to customers with the desire to protect their employees’ and customers’ safety by using digital technologies?

Your Task

Select a global restaurant that currently provides dine-in and online ordering and deliveries to their customers of your choice. This brand must operate at national and/or international level and must have a presence in the Asia Pacific. Thoroughly research your chosen restaurant and the marketing environment within which it operates, to:

• Critically evaluate the challenges faced by those responsible for marketing the restaurant in the digital era (50% weighting).
• Critically evaluate the transformations in their marketing practices and thinking that are occurring in response to changes in the technological and social environments and whether they are adopting an integrative approach (50% weighting).

Your work should be underpinned with theory and illustrated with evidence from a range of recent, credible academic and practitioner sources.

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