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nds; its price is challenged by the convenience stores and western fast food which also provide soft ice-cream; its product competed with the hard ice-cream in the super markets. These competitors of Mobile Softee can be divided into four categories:

The biggest challenge Mobile Softee faced is that it performs a mobile selling model. Temporally, there’re 268 stores in Hong Kong specialized in providing ice-cream and dessert, and most of these stores have place for the consumers to sit. Compared with other ice-cream companies, Mobile Softee is in a relatively disadvantageous position since the customers may have trouble in locating the vans. The drivers then tend to stay at a special spot regularly to help the consumers find them, but they still move when the there’s less business. 

Häagen-Dazs is now the biggest chain brand in Hong Kong ice cream industry. With twenty-seven stores, it covered almost everywhere in the area. Compare to Häagen-Dazs, Mobile Softee is weak in the brand image assumption in youngsters’ mind. To them, Häagen-Dazs is cool, fashionable, globalized and provides rich choices. Mobile Softee need to recall its previous consumers’ memory, those which are now grownups already, and encourage them to visit the vans with their children, thus rebuild its image to make the younger generation think the tradition can be fashion. 

Compared with other local brands, Mobile Softee has some advantages. Take Appolo as an example. Although gets 42 stores, its image is assumed to be “cheap, dirty” by the consumer. However, Mobile Softee has relatively more “spots” than most local brands and its image is also link to the Hong Kong collective memory. The brands added value offers Mobile Softee additional strength in the competition. Meanwhile, it performed better in government’s hygiene inspection.

Competition within Mobile Softee and these stores is hard to identify which one is at a favorable point. On one hand, Mobile Softee holds some vantage. Mobile Softee’s traditional milky flavor overwhelms those stores. Moreover, Circle-K and McDonald’s usually fail to survive government hygiene inspection. On the other hand, stores like 7-ELEVEN, Circle-K and McDonald’s do have the price privilege, and their stores spread widely to everywhere. And the public trend to cherish their international background, which would mislead their judgment of the real hygiene status.

Supermarkets usually are superior on price and can be easily reached in communities. Wellcome once even made a price campaign against mobile ice-cream vans to emphasize that their products help consumers save money. However, supermarkets generally sell popsicles, the hard ice-cream, which is differ in taste and flavor with the soft ice-cream Mobile Softee sells. And price campaign cannot work in the long run. Thus, supermarket is possibly not an urgent competitor of Mobile Softee.

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