The Strategic Planning and Branding Tactics of Meituan

Meituan, an Internet company that focuses on businesses such as food delivery and hotel-ordering, was first launched in 2009. Within a decade, Meituan has evolved into a shopping platform that Chinese rely on, due to Meituan’s smart strategic planning, marketing positioning, high working efficiency, and its variety of business branches. Meituan has emerged as one of the Top 20 Risers global brands and ranked 54th among the Top 100 brands in 2020. As a service company that occupies the biggest portion of food delivery within the Chinese market, it’s of significance to explore what factors make Meituan the most successful and popular platform that changes people’s way of living. By investigating on Meituan’s financial reports, industry analysis, case studies and peer brand comparison, this paper will analyze Meituan’s strategic planning and development of its business and its linkage with consumer psychology, examine the factors that contribute to Meituan’s success, and provide inspiration of the brand’s future development.

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A GEOGRAPHICAL INFORMATION SYSTEM OF A WEB-BASED FOOD DELIVERY SERVICES

IJID (International Journal on Informatics for Development) ◽

10.14421/ijid.2015.04203 ◽

2015 ◽

Vol 4 (2) ◽

pp. 12

Author(s):

Tofik Aprilliyanto ◽

Muhammad Dzulfikar Fauzi ◽

Muhammad Taufiq Nuruzzaman

Keyword(s):

Information System ◽

Geographical Information System ◽

Food Delivery ◽

Geographical Information ◽

Financial Reports ◽

Web Based ◽

Mobile Web ◽

Order Management ◽

Restaurant Management ◽

Delivery Services

Food delivery services become more popular in Indonesia, which is proven by the number of restaurants that provide delivery services such as KFC, Mc Donald, and others. They are still using the phone to serve the customers. For customers, ordering by phone is less interactive since they cannot see the display of available menus with the prices and other details. For the cashiers, ordering by phone is also less effective since they have to write the menus, prices and addresses manually, whereas nowadays we need automation and the speed becomes a very important factor. This system is using Mobile Web technology and Geographical Information System (GIS), which with this technology the customers can order anywhere, and the order pages will be more interactive. For the cashiers, with this GIS, they do not need to record the data order manually. For food deliver, with the technology of GIS, food delivery processes will become easier due to the visualization of the location of customers, and they also can use the existing tracking features in GIS. The system implements the concept of client-server where the server website is used by restaurants, and mobile websites as client are used by customers for ordering food. The Web server has a notification ordering feature, administrator management, menus management, order management, suggestion management, restaurant management, and financial reports. Client's website has a food order feature, geolocation, and send suggestions features to the restaurant.

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Backfires on firms' intangible assets of the casino industry in Macau and Las Vegas: investigating advertising expenditure

Asia Pacific Journal of Marketing and Logistics ◽

10.1108/apjml-07-2021-0540 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Li Huang ◽

Matthew Tingchi Liu

Keyword(s):

Adverse Effect ◽

Brand Equity ◽

Intangible Assets ◽

Advertising Expenditure ◽

Financial Reports ◽

Content Type ◽

Casino Industry ◽

Global Brands ◽

Proposed Model ◽

Negative Effect

PurposeThis study quantifies the casino-industry-specific intangible assets and brand equity models from a different perspective (relative to Interbrand approach, or EquiTrend approach) to investigate the relationship between advertising expenditure and firms' intangible assets in the casino industry.Design/methodology/approachThis study collected the casino's data from the financial reports during the period of 2007–2018. The proposed model incorporates a brand structure moderator, and the peculiar characteristics (e.g. ΔS, HHI) of the casino industry based on previous research. We constructed three models for dependent variables using Tobin's Q−1. Model (1, 2, 3) as the primary regressions to firms' intangible assets (and thus serving as tests of hypotheses), as depicted in the diagrams of the firm's brand equity in different scenarios.FindingsThe results suggest that: (1) advertising expenditure has an adverse effect on firms' intangible assets; (2) the coefficients associated with brand structure dummy variables are both positive and significant; and the adverse effect is stronger for firms with house-of-brand's (HOB) and brand of house (BH) structure than for those with mixed branding structure (BH-HOB hybrid); (3) global brands have higher brand equity than local brands, with higher variance over time.Originality/valueThis study gives new evidence of the negative effect of advertising on the casino industry, which primarily reports the adverse effect of advertising in a sinful industry. Meanwhile, the proposed FBBE models can be an efficient tool to monitor a firm's annual brand equity performance with respect to their major competitors in the market.

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