Students from the Macao University of Tourism have delivered a comprehensive market analysis to MAJO, an ambitious new local chocolate brand, providing a data-driven blueprint for its entry into Macao’s competitive souvenir market. The multi-faceted project, orchestrated by Dr. Fernando Lourenço, involved over 170 direct consumer interactions and revealed significant opportunities for premium, innovative local products.
MAJO, founded by four Macao entrepreneurs, aims to elevate the tourist souvenir experience with high-end, artisanal chocolates. To ground this vision in market reality, students from three distinct programmes conducted targeted research.
Students from the Entrepreneurship course initiated the project by interviewing over 100 tourists to map the broader souvenir landscape. Their findings identified the core motivations behind purchases: gifts (for friends, family, and colleagues), memory-keeping, and appreciation for aesthetic or cultural significance. This established a crucial context for MAJO’s positioning.
Building on this, students from a Business Project course performed a detailed competitor analysis. They examined both local and international chocolate and souvenir brands, identifying a critical market gap. The analysis concluded that while Macao is famous for food souvenirs, the sector often lacks innovation and premium positioning, creating a clear opportunity for a brand like MAJO to differentiate itself through superior craftsmanship, design, and storytelling.
The most direct feedback came from students in the MSc in International Tourism Management programme. They organized structured taste-testing sessions, presenting a variety of MAJO’s flavours to over 70 tourists. This generated granular data on sensory preferences, packaging appeal, and ideal price points. A key insight emerged regarding the luxury segment: tourists indicated a willingness to pay a premium for souvenirs that exhibit exceptional design, exclusivity, and authentic cultural resonance, often for VIP gifting purposes.
The collective research, compiled into detailed reports and strategic recommendations, was formally presented to the MAJO founding team. The findings empower the brand to strategically navigate a diverse price landscape, where consumer expectations are directly tied to perceived quality and the recipient.
“This collaboration provided us with invaluable, real-world data that we simply could not have gathered on our own at this stage," said a representative from MAJO. "The students' work has given us a clear understanding of our potential customers and a confident direction for our product and brand strategy."
This initiative underscores the Macao University of Tourism’s role as a catalyst for local business innovation. By connecting academic rigor with entrepreneurial ambition, the university provides students with unparalleled practical experience while actively contributing to the diversification and sophistication of Macao’s tourism economy.
