1
Marks and Spencer Ho Tak Ying
Marks & Spencer Sales continue to FALL
Recommendations
Marks & Spencer has revealed a 9.1% fall in half-year profits as underlying sales of clothing and home wares slipped back for the ninth consecutive quarter.The 1.3% drop in underlying general merchandise sales – mainly clothing – in the 6 months to September looked particularly poor when set against a roaring performance from the fast-fashion chain Primark, which revealed a 3-4% uplift in underlying sales for the same period.
There are changes that M&S has to focus that would help them to capture back the lost market share and customers. M&S Food performs very well and has gained customers' trust for offering good quality and convenience.They should grab opportunities to expand through new locations and selling channels. They can also offer more types and varieties of food to consolidate their market position. Some shops in big cities will be opened 24 hours per a day in order to be more customer oriented. On the other hand, the interior design of stores should be modernised so as to create a trendy image and an easy-to-shop environment. To remove the impression of “old fashion” from their clothing line and attract younger customers, M&S has to invite fashion designer and fashion merchandiser to launch new and fresh clothing line.
The SWOT analysis of Marks & Spencer / Strength High quality product - Include food, baby products and women underwear. Well training - Manager of M&S are well trained and they are arranged practice of every post. Customer service - Shop assistants will help women customers to measure sizes and give suggestions on underwear products. / Weakness Outfit Design - ladies outerwear is out dated and not following the trend. / Opportunity Healthy eating - M&S provides vegetarian, organic and low fat food which makes a advantage over the competitors. Increase of stores - M&S has 131 franchise stores over 28 countries operating through a network of great partnerships. / Threats Fast changing world - Since the social environment changes so fast, the desire and expectation of customers will change. Pollution from product puducing - A few product lines that M&S sells is dependent on chemical. Governments are taking measures and setting up policy in order to protect natural environment and decrease chemical pollution.
Out- dated clothing lines of M&S
Good quality of M&S food
2
Absolut Vodka ng yat hei toby
BUSINESS REPORT ON
THE ABSOLUT COMPANY : Pernod Ricard
1.0
Executive Summary Company Background
The History Let me introduce you to Lars Olsson Smith, a Swedish spirits manufacturer and politician. He was called “The King of Spirits” because of his domination of spirits production in Stockholm during the end of the 19th century. He started the production of Absolut Rent Brännvin which was later renamed Absolut Vodka. It was then vodka was first sold under the name Absolut. Absolut was established in 1879 by Lars Olsson Smith and is produced in Åhus, Sweden. Smith introduced fractional distillation that produces liquor without fusel alcohol in Sweden in 1877, under the name “Tiodubbelt Renadt Brännvin” (Tenfold Purified Vodka). Brännvin literally means “burn-wine” and is analogous to the German “Branntwein”. The term is also used in Norwegian, Danish and Icelandic. The name was changed to “Absolut Rent Brännvin” (Absolutely Pure Vodka) by Smith to market his much improved product. Swedish vodka has its roots in the 15th century when Swedes first started distilling spirits called “br鄚vin”, literally “burnt wine”. Made from grain or imported wine, these spirits were originally used mostly as medicine and for making gunpowder. It was then altered when vodka became popular to Absolut Rent Brannvin, then Absolut for short. Smith challenged the city of Stockholm’s liquor marketing monopoly with his vodka. It was sold at a lower price than the monopoly’s product, just outside the city border. Smith even offered free boat rides to the distillery and “Rent Brännvin” made Smith a fortune.In 1979, the old name Absolut was picked up when the upper-price range ABSOLUT VODKA was introduced. Renat is still a euphemism for spirits in Sweden, and the name of another vodka product by Vin & Sprit. It has become the largest international spirit and is available in 126 countries.
Absolut Vodka Name Origin Absolut Vodka is one of the best-selling alcohol brands in the world. Name itself brings out positive references in one’s mind as absolut (absolute in English) suggests something that cannot be improved, something that is the best, the ultimate. But there is a different meaning attached to the name origin of the vodka, one brought by practicality.Back in 19th century when drinks similar to vodka were popular in Northern Europe, vodka was actually already considered national drink in Sweden. In 1836 Lars Olsson Smith was born – the guy who introduced the original Absolut Vodka. He showed his first product on the market in 1877 and it was called “Tiodubbelt Renadt Brännvin”, literally meaning Tenfold Purified Vodka. The word brännvin was used in Scandinavia instead of vodka in that time – a term that translates as burn-wine. Two years later Smith introduced an innovative distillation technology, called rectification – one that is used today. A new name was needed to show the advance of the technology and products and this was “Absolut Rent Brännvin” – Absolute Pure Vodka. Marketing team, product positioning, advertising and so on, led to the beginning of a new era – the Absolut Vodka era. The reasons behind changing the name from the originally propositioned “Absolute Pure Vodka” in the US was that “absolute” a common adjective, not suited for a trademark, so changed to Absolut (bringing out the Swedish background). The word “pure” was left out for the same reason. And today, 144 years after Lars Olsson Smith introduced his unique brännvin, this absolute Swedish liqueur is one of the finest vodkas in the world.
The Vodka Wars Not only did Smith create a purer and better-tasting vodka, he also started a trade war against the city of Stockholm. Smith was an entrepreneur in every sense of the word and didn’t take kindly to the city monopoly on distilled spirits. He refused to apply for a permit to sell his product in Stockholm and instead opened a vodka store next to his distillery on the island of Reimersholme, just outside the city limits. He sold his vodka by offering a free shuttle boat to the island - an incredible marketing initiative for the period! The store was a huge success, much to the dismay of the Stockholm spirits monopoly. The trade war escalated, shots were even fired. Smith responded by expanding his business, turning his sights towards southern Sweden, a region for centuries famous for its vodka production.
Sales Volume Absolut Vodka was introduced to the global market in 1979. Since its launch, Absolut has grown from 90,000 liters to 96.6 million liters in 2008. It has become the largest international spirit and is available in 126 countries. The vodka is made from winter wheat. Approximately 80,000 metric tons (2,900,000 bushels) of wheat are used annually to produce Absolut Vodka. Over one kilogram of grain is used in every one-liter bottle.
2.0 The SWOT analysis of company Absolut Vodka Parent Company
Pernod Ricard Category
Beverages Sector
Food and Beverages Tagline/ Slogan
Country of Sweden USP
One of the top five largest spirit brand in the world
SWOT Analysis Strength
1. It is a Premium category Vodka which offers a unique taste. 2. The shape of the bottle is unique & has its Bottle Ad campaign has won over 350 awards in the past. 3.Digital Age. The Absolut website is a hit amongst the masses. Also, there is a dedicated ABSOLUT Facebook page which has improved the brand loyalty. 4. Ice Bar which is designed by international artists & sculptors. It is present in major cities like Stockholm, London, Tokyo. 5. Absolut Flavors. It offers nearly 20 different flavors which cater to all types of drinkers. Sponsorships. It has tie-ups with major events & programmer.
Weakness
1. Controversial Marketing campaigns in the past have dented the image to some extent. 2. The company has huge outstanding debts which is a concern
Opportunity
STP Segment
Caters to multiple segments Target Group
Contrarians & minorities, Youth and Working individuals. Positioning
Premium Vodka in a higher price level.
1. The international market is 4 times the size of US market Less restrictions or trade barriers. 2. The standard of living in developing countries has increased. These countries provide a great opportunity for the brand to grow
Threats
1. Rising cost of labour. 2. Additional costs involved with overseas distribution or production
3. Stringent Advertising regulations. 4. Rise in Excise taxes will impact the bottomline.
Competition
Competitors 1. Smirnoff 2. Bacardi 3. Johnnie Walker
3.0 STUDY APPROACH FOR EVALUATION
In developing this analysis, one has to consider various approaches in doing a comparative analysis of two market leaders (Most Relevant Vodka Competitors: Domestic vs. Imported). The following illustrate the focus analyses in this comparative study: competitive, strategic and psychographic analysis.
Competitive Analysis
Strategic Analysis
Psychographic Analysis
Due to the hyperkinetic nature of this
The strategic analysis will focus on two
Absolut focuses its efforts on the
industry, competitive pressures contin-
problematic areas that Absolut has to
upscale consumer, one who values
uously drive all relevant competitors
deal with while battling with relevant
fashion and art among the finer things
to create innovative campaigns. The
competitors. Absolut’s primary prob-
in life. The approach of targeting
pursuance of ever-evolving mar-
lem is two-fold: how to address the
specific consumer demographics and
keting programs allows the vodka
key Latin American segments where
psychographics is the evident in the
companies to experiment with new
successful global marketing scheme
aspect of cross- national segmenta-
approaches in hopes of raising brand
is inefficient and more importantly,
tion, most notably the Europeaniza-
awareness above the cacophony of
how to segue from complete reliance
tion of America. This conceptually
competitor voices. Absolut Vodka has
of this successful marketing scheme.
underlies the emphasis of fashion and
created unique campaigns to solidify
Most marketing programs have a
art in Absolut’s marketing program
the dominance in global sales. The
definitive life cycle, and it would be
(not coincidental since Absolut is
resulting analysis will define each
prudent for Absolut to be proactive
Swedish-based). Although many may
market leader (or in Philip Kotler
in developing strategies that limit reli-
argue that the marketing campaign is
parlance, ”Market Leade” and ”Mar-
ance on their ”Absolut _____” print
all-American (owing to TBWA’s han-
ket Challenger”) with respect to the
ad scheme.
dling of advertising duties) the impetus
industry as a whole, and how their
for this marketing direction primarily
placement impacts their marketing
remains Absolut’s domain.
programs.
4.0
5.0 Conclusion
The vodka industry is in a revitalized phase despite the assertions by most analysts that it is in the mature phase of its product life cycle. The fact that Alcopops and FABs are bringing younger consumers into an industry that has long been defined as one serving an older sophisticated clientele base indicates how dynamic this industry has become within the last several years. Vodka still remains the number one selling distilled spirit accounting for one-quarter of the sales in the industry and despite the pressures from substitute products, including beer and local (cultural) drink specialties, and competitive pressures from within the industry, vodka manufacturers continue to serve the needs of its consumers. In order to maintain its exiting dominance, vodka companies must persevere in further fragmenting the market in order to meet the needs of all of its consumers. There are visible gaps where these focuses are not being addressed, as mentioned in the previous section. More importantly, defining new niche segments, like Health and Energy-based vodkas, creates segments where these weaknesses in coverage can be minimized. Finally, the impact of cocooning (―a phenomenon where consumers who normally would have gone out for a night on the town decide to stay at home, where it’s safer and cheaper-to drink‖) is evident in the industry (Hein, 2001). The future for the industry represents golden opportunities for those firms that can effectively maintain market share in this vastly competitive environment. The basic philosophy for the brand has been consistent throughout decades. Absolut still maintains the same business concept it held in the past: To offer the consumers a Swedish produced vodka of highest quality with high level of communication at a premium price. Today, Absolut vodka is still distilled and bottled in Ahus, a small southern town of Sweden. Future competitive prospects and expectations encourage the firms through extrapolation to focus on developing segments and markets in order to establish new niche products.
6.0 References Etienne M. and David H. (2007). Analysis of Global Marketing Strategies in Distilled Spirits Industry: Absolut Vodka. http://www.jgbm. org/page/9%20Etienne%20Musonera%20.pdf Absolut AD.. About Absolut. http://www.absolutad.com/absolut_about/ Vodka Wisdom. Absout Vodka. http://www.vodkawisdom.com/absolutvodka.html
3
Dr Reborn Chau Hiu Tung Kelly
CARE COMMITMENT SAFETY EFFECTIVENSS SUCCESS
rReor
Dr Reborn is one of the most famous company in medical beauty services industry. In recent years, We develops its overseas markets energetically, business areas have been expanded to Shanghai, Shenzhen, Macau and Guangzhou. Dr Reborn has built a brilliant milestone for Hong Kong medical beauty history. Dr Reborn aims to become a world class level with diversified medical beauty services group, leading the innovation of the cosmetology. Also, Dr Reborn aims to achieve Hong Kong as an international health and beauty services centre, as well as change into the first choice of medical and beauty services provider in Asia. “Dr Reborn� based on the vision of professional, safe and effective to serve the best needs of every client.
Dr
Strengths
The SWOT analysis of company
1) Long history Dr reborn has been developed for 8 years. It is an experienced in operation of health and beauty services company and distribution of its related products. 2) Branches over the Asian-Pacific Region The headquarter of Dr Reborn is formed in Hong Kong and later Dr Reborn builds its branches in other Asian regions, including Shanghai, Shenzhen, Macau and Guangzhou. 3) Aggressiveness To develop own medical beauty services business, Dr Reborn presents distinguished medical beauty services and enhances the personal value and quality of live by the world leading equipments and technologies via skilled and experienced professionals. Professionalism with management by doctors in plastic surgery.
4) Leading Image Dr Reborn leading image in marketing with huge amount of advertising, achievements with largest number of sales in medical treatment and also confidence with accreditation by international medical organisations.
born Opportunities
1) Market of Anti-Global aging population Since the global aging population is getting more critical, the demand of medical beauty services is rising rapidly. More and more people in the whole world is pursuing and it has created one of the biggest industries of our days. The panorama is very attractive and unlimited.
2) Market of aesthetic medicine These procedures are elective and are performed on patients who do not suffer from illness. They are usually happy and in excellent health. They simply want a quick fix or a preventative procedure to help manage the normal effects of aging. 3) Trend from Korea Korea is the most success country on medical beauty services, so Korea leads a trend on medical beauty services. More people start to accept aesthetic medicine or plastic surgery, makes them become popular and a new hot trend of medical beauty services industry.
Reb
5) Well-developed structure of compan Dr Reborn arranges all front-line staff to attend training course in 150hrs each year, techniques with well trained specialists, in order to deliver our customers the most professional treatment and suggestions for gaining the desired effects.
Weakness 1) Market Competition Strong market competition in Hong Kong and regional countries. There are numbers of company providing similar services in Hong Kong. Besides, Korea and Taiwan has very long history on medical beauty. 2) Lack of public awareness Compare with Korea and Taiwan, the acceptance and awareness of medical beauty in Hong Kong still have a long way to gaining a higher reputaion. Threats 1) Market Saturation in local market There are about 40 medical beauty companies in Hong Kong. Their business are all similar to Dr Reborn. 2) Comparing price level with other counties As Korea, Taiwan and Japan started to promote health and beauty services earlier than Hong Kong, their technics are well developed and more superiority. They comprehended more clients and more operation numerically.
Competitors Analysis
Data Analysis and Findings
1. Marsha Medical Therapies Group Ltd - Since 1997, create their company by leaning on aesthetic medicine - Position themselves as energetic, diversify and professional pioneer in the industry. - Provide actual price online, no any hidden fee. -First company to create a subsidiary company on men’s medical beauty services.
After an interview with the sales and marketing manager, the target of DR Reborn is, in the coming years, they hope they can have 10% and 30% growth in Hong Kong and China.Also we have taken some data from the sales and marketing manager.
As listed below: 1) Over 90% of the customers are female, less than 10% of the customers are male. 2) The largest age group of the customers are from 25-40 2. Modern Beauty Salon Holdings Ltd - Modern Beauty Salon was founded by Ms Joyce years old. Tsang in 1986, being a beauty and facial services 3) The average spending in 2013 of each customers is $20,000. store of 100-odd square feet at the time. 4) Only 20% of the customers will do medical beauty, 80% - Position themselves as uique, rich experience of the customers will only do the beauty care. and remarkable vision. 5) Over 50% of the customers will revisit the shop and - The first spa centre adopting the Five Elements -the traditional Chinese philosophy as its theme purchase again. - Destiny, Soil, Metal, Wood, Water, Fire and Earth6) Over 20% of the customers will purchase a package after - Had 29 and 10 service centres in Hong Kong and a trial treatment, and the spending is from $3,000 to $30,000. Mainland China, respectively. 7) The average spending on medical beauty is $30,000 to $80,000. Findings Based on the result of the interview, Dr Reborn wants to swift the customers from the beauty care to the medical beauty, because of the increase on the reputation on the medical beauty and the professionalism.There is a huge market in the age group from 25-40 years in Hong Kong and also in China.
Recommendations
Based on all possible factors, we have several recommendations about how to stimulate the business achievement of Dr Reborn by using marketing strategy. Brand Building Dr Reborn dares to make promise and implement aggressively and strictly, so as to give the most confident to customers Market Potential. From the observation, there is a trend that people are more willing to pay for beauty(cosmetic, skin care, medical beauty), some people are even willing to travel to another country to buy the products. Targeted Marketing Based on the phenomenon of market potential, we would like to do open up a website, selling cosmetic and daily skin care, providing a one stop website to save their time and money. Promotion Strategy
M E D I C A BEAUT THE FOREGROUND OF THE MEDICAL BEAUTY IS UNLIMITED, AS A PIONEER, WE SHOULD BE INNOVATE AND ENTHUSIASTIC
1)To draw the attentions from the customers purchasing from the website All of the products’s marked price will the the lowest price in compared with the same companies in the market. The website have a slogan “Pay you back double if you could find any cheaper”. Also the customers will enjoy the delivery door to door and samples of the skin care. Every month, the website will lease out some special limited boxset for the customers to purchase, guaranteed in the lowest price. 2) Providing reciprocal money to the customers When the customers purchased on a specific amount on each order, they will receive a cash coupon. The cash coupon can be spent on Dr Reborn, no specific item but all the cash coupon with have an expiry date, the cash coupon is used to attract customers to have a first experience on the medical beauty. 3) Guaranteed Products Guaranteed utilize 100% original authentic products.
Conclusion Dr Reborn is a successful company in Hong Kong, they have employed famous Hong Kong star to act as their spokesman, massive media focus on group interviews and reports, the CEO leadership as a marketing pioneer, also they are reputation with holding many medical awards and satisfaction from the supports of clients. In the coming future, the trend of medical beauty will be getting increase and will last for a quite long period. So Dr Reborn should provide more special promotion to keep the long term customers, providing enrolment and engagement campaign as an loyalty program; also, by providing special promotion can stimulate and attract more customers on spending on medical beauty. The foreground of the medical beauty is unlimited, as a pioneer, we should be innovate and enthusiastic.
4
LifeTrons Cheung Chak Yin
Times issuze 168
LIFETRONS`s Successful Factors “Power, Sound, Efficiency, Accessories and Health on the move!”
“Charger can be light and portable” Nowadays in Hong Kong, technology become an indispensable things, it is because the technology growth fast, from the mobile phone in the past, is a luxury product and it didn`t contain any latest technique things, but now on mobile phone became a smart phone, like Samsung, its contain latest technique software, it is because smart phone is an important things, then their appurtenances are indispensable things too. Charger is being an important product in this market it is because smartphone and intellect product like Ipad needs battery all the time, and when this smart product were off, there are hard to find a near charger in anywhere so that the portable charger are the latest technique products around the world. From the Bcc Research, its shows that the total market for Portable Battery – Powered Products from 2006 to 2016, More than $423 billion worth of portable battery- powered products were sold in 2010, up from $410 billion sold in 2006, its mean that those portable charger are important to the customers and fit to this technology market.
2a.The condition situationenvironment 1.Econmics
From 2008, the financial crisis, after that, there are many people became unemployed no places to live and etc. Then From 2009, Hong Kong’s economy slowly recovers, there are many people employed and living standard higher than before. In 2012, Academy of Social Sciences released the competitiveness ranking four places in 294 cities, Hong Kong ranking first for ten consecutive years. The report analyzes pointed out that Hong Kong’s financial and professional services are the best in Chinese cities, has a clear advantage in trading, rule of law and the free market. At the same year, Hong Kong announced in China City Competitiveness Research that a China City Competitiveness ranking those four places in the city has won the first place. Hong Kong is also the second consecutive year by the International Institute for Management Development in Lausanne, Switzerland ranked first in ratings for the globally competitive economy. In 2012, WIPO published the Global Innovation Index report for that year, Hong Kong ranked first in the world eight.
Source From : BCC Research (http://www.bccresearch.com/market-research/fuel-cell-and-battery-technologies/portable-battery-products-markets-fcb023e.html)
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2. Technology
Compared to the previous technology, the current technology is more advanced in Hong Kong. From the old black and white screen mobile phone is now evolved into a smart phone is not only use the color screen also make use of touch screen, such as Samsung. However, in the past of the old TV, has evolved into a three-dimensional electric .In addition, as technology advanced, the smartphones can be charged in everywhere, because of the portable charger, is much more convenient, so prove that current technology is much more advanced than the old.
3.The condition SituationMarket Analysis a. market wants
Nowadays in Hong Kong, Technology growths fast so that the technology product company became famous and important be the part of our life. Then, the markets need those technology product companies to create new in our society to fit in customers and the technology market.
4.The condition SituationConsumer analysis
From the according Pie chart is show that the consumers spend how much money of the electronics accessories, such as portable charger and etc. Shows that more than 40 % people are willing to buy the portable charger than the others.
a. Consumer insight
From the questionnaires, consumers think that nowadays in technology were very important to them. It is because they think that smart phone are important than the others, whatever when they go toilet, they would like to bring together. When they are having dinner or lunch, they will use smart phone also. And they think that now are not in the past, is the technology world.
5. The condition SituationLifetrons
Lifetrons is a Swiss company designing high quality, original, ultrasmall electronics and accessories for refined travelers all over the world. We strive to design and produce a wide range of miniature and compact electronics and accessories according to the traditional Swiss standards of high quality design, reliability and innovation. Also, Lifetrons are communicating over the world airport, try to increase their position ion this market. On the other hand, because of Lifetrons had their creativity and innovation so that their electronics product won many awards like iF award and red dot design award. So that Lifetons is a kind of well know Electronics Company.
a. Company Background
Lifetrons is an electronics company that is established in 2007, it’s selling the electronics product like speaker, portable charger. Lifetrons`s headquarters are located in Dicken, Switzerland. Keeping in mind the increasing need for independent mobility, we began Lifetrons by targeting our products to traveling executives. As the company expanded, so did our range of products. We now cover a wide range of miniature and compact electronic accessories, including chargers, miniature speakers, health bracelets and other travel accessories. These products are available in major duty-free shops, luxury stores and in-flight on many major airlines worldwide.
Lifetrons`s Marketing Strategy Each successful technology Products Ltd., will have their unique potential, for example, in economic terms, in order to avoid consumer waste of money, we must comply with the principles of economy. In addition, in terms of technology, we must be avant-garde, and fit with market needs, so that the local branch technology can greatly enhance the formation of a potential technology products company. Lifetrons`s marketing positioning is luxury gadgets for frequent travellers and people on the move with high quality with Swiss brand. In the following points, we will shows that how Lifetrons success:
c. Simplicity and attractive packaging
From the Lifetrons`s product packaging, shows that the package are very simple, it can only see the slogan, the product name and product photo on the front of the box. Also, the color pantone that they use is grey and their fonts are using Helvetica Neue LT std and their mood, are very pithy and clear. So that customers easy to see and understand what Lifetron`s selling.
a. Meaningful Brand name “A successful brand need a successful name” -Lifetrons is a Swiss who aims to provide high quality electronics item for people on the move. -Lifetrons means (L) Luxury, (i) innovation, (f) Functional, (etrons) electronics
b. Diversification Product “Power, Sound, Efficiency, Accessories and Health on the move!” Lifetrons is a kind of electronics Product Company, it sell portable charger, speakers, earphones, USB chargers, Multi-Tool Adaptors, Smartphone Lens, Business Note Writers, etc. This company is selling the Quality but not quantity, so that Lifetrons`s every product are very detailed and no mistake of it. Also, Lifetrons is an electronics company, so that is well fit into this technology market. Whatever Lifetrons`s product are very high quality, their price will not unreasonable, its shows that the customer can enjoy the luxury product with reasonable price and Swiss quality products.Also, it is because the Lifetons is a international shipping company so that there are detailed return policy, means that is protect the consumers right.
“Simplicity representative Lifetrons`s life.” by Simon Wong
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Times issuze 168
“Buy in everywhere, no matter you are “Cost is not on the plane” problem, I just want “Nothing is the quantity`s best” important than the d. International Export and Import with many aspects customers” e. Expensive Cost with high Promotion Lifetrons is a Swiss electronics product company, it a kind of luxury, his branding exclusive in duty-free market like airlines inflight sales catalog, shops in airport and promotion in some electronics shops. Lifetrons entered 150 airlines and over 50 airports world. From the promotion, when you getting on the plane, the magazine in the plane will promote the latest product of Lifetrons, such as the charger. However, when you stay everywhere, you want to buy some products of lifetrons, you may go to the Lifetons`s online shop to buy what you want, its shows that Lifetrons is a diversification electronics company.
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quality
Lifetrons`s using highest mate rial to make their products so that the cost will higher. From the interview, I have interview their Hong Kong`s Lifetrons manager, Miss Cheung about the cost of Lifetrons in a year, She said that Lifetrons`s annual sales volume over USD 1M, and the average costing around 80% of sales volume including: 1) Cost of product itself 2) Advertising and Promotion 3) Logistics Cost 4) Manpower 5) Other fixed cost like rent of office, insurances, etc. 6) Other variable cost like travelling trips, etc.
f. Consultant Consumer`s Opinions
From the consumer need, Lifetrons did a very good job in it, it is because Lifetrons did much research of consumer need, for examples the travellers in the plane, customers buy in the Lifetrons shop, will do questionnaires all the time to know more about the customers. On the other hand, Lifetrons will follow the technology society, to create kind of useful electronics products to satisfy customer’s wants, like the portable charger of smart phone. Also, Lifetrons company`s product are pass the entire test about the electronics systems so that those electronics devices and products are safety when customers uses.
Awards
“Awards is a kind of challenge, to upgrade ourselves� g. Lifetrons like Challenge
From the Lifetrons Product, there are involved creative design, because of there creativity, they won much prices around the international, such as in 2013, Lifetons nominated for 2 Prestigious Frontier awards in Travel Retail, won 3 iF Product Design Awards and Won 4 Red Dot Product Design Awards, its show that Lifetrons got a well place in this electronics product`s market. Then, they became a successful electronics company. A company willing to accept the challenge, it is because they want to prove that they were fit into the markets and got the customers support, and give Lifetrons`s a affirmative.
Conclusion It is not easy for a corporation to become international electronics brand. In fact, to keep the brand contribution is not easy. Actually, it contains many factors to upgrade their company, such as a meaningful brand name, prestige, diversification products and etc. Also, a successful brand is not only make use of the useful and technique product, also, need to consumers support and well fit to the markets, such as the electronics supply are fit into this technology society. Besides, there are also need promotion, promotion is a kind of advertising that can help the company became famous. Besides, a electronics brand is a lifestyle concept, and to sustainable it has to have their meaning and background, it is talk about patience like integrity, or provenance, of timelessness. The most important thing to become international, you need to have a clear positioning, strategy plan, policies and execution consistency, but also through the test of time and challenge. It is worth of participating in the international brand.
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5
California Fitness Leung Ka Po
Special Report: California Fitness
Special Report: California Fitness
POWER WITH YOU EVERYTIME California Fitness business objective is help you live better through fitness, make member’s experience a pleasure, providing massive of exercise area, ranging from Professional Instructor, Outstanding Machines to Fitness plans for all members. The potential customers are paying much attention on body shape, designing personal training plan through one by one service. They lead the mega-gym concept in Asia and help their members achieve purpose much faster.
Analytical Business in short run BCG matrix Personal Training: Stars It represents a high market share in a fast-growing service. It is a core business to California Fitness.
Group Fitness Exercise: Cash Cows Group Fitness Exercise has high market share in a slow-growing business, they are groups of people working out, enjoying fitness classes and getting in the best shape of their lives. Therefore, California Fitness was the first to bring group exercise to Hong Kong, and over a decade later, they are still the best. Cycling X Fitness Workshop: N/A California Fitness would not build a new business for Cycling X Fitness Workshop in short run. It is because the stability and revenue of Question Marks, especially for considering venue, trainer, fees.
Analytical Business in long run BCG matrix Personal Training: Cash Cows (from Stars) It changes from Stars to Cash Cows. It generates large amounts of cash, it units typically generate cash in excess, the amount of cash needed to maintain the business. In the "mature" market, companies would be thrilled to own as many as possible. 08
TIME MAGAZINE
JANUARY 2014
The primary activities Inbound logistic: Dedicated in body building, health caring business Provide a warm and comfortable environment for sports and social gathering Operation: Purchase world-class exercise equipment Create their “Group X program” is one of the best in Asia Employ professional certified personal trainers Outbound logistics: Customers can buy Group Package and Equipment Trial Customers can enjoy Juice Bar service after doing exercise Customers can apply “Prestige Membership” for getting Personal Trainer service. Marketing/sales: Website, TV, bus panel, poster and magazine advertising to communicate with the potential customers. Invitation with three fitness superstars: Jackie Chan, Yao Ming and Richie Jen Discount Promotion co-operation with different famous company Service: Provide online membership registration in 24-hour time. Telephone Fitness enquiry service from 8am to 10 pm (Monday to Sunday). Tailor made fitness course for special necessary Value creation: Customers can relieve their pressure and they will feel better after playing it. California Fitness have modern design with averaging 30,000 square meters, Customers will be feel more comfortable.
California Fitness is a wholly owned subsidiary of 24 Hour Fitness Worldwide which has around 400 clubs serving. The business pioneered mega-gym concept in Asia and established 16 clubs. It proves that they expand the market, make the brand unique.
Individual Membership: Question Marks Corporate Membership: Question Marks Both Individual membership and Corporate are Question Marks in the short run. They have a potential to gain market share and become stars, and eventually cash cows when market growth slows.
Value Chain
The support activities Procurement: Gym facilities, equipments and suddires purchased with ISO 900X Technology development: Purchase world-class exercise equipment from world-leading brands, such as: Lifefitness, StarTrac California Fitness clubs are official Spinning® centers, the global leader in indoor cycling, with patented Spinner® bikes and certified Spinning® instructors. Providing effective fitness machine, including Free Weights, Cardio Machines and Resistance Machines Human resource management: Provide training for front-line personnel, they need to focus on the customers need and good attitude working.
Therefore, California Fitness would focus on personal training development, they know exactly what it takes to achieve customers individual goals in the fastest, safest way possible, from devising a balanced nutritional regimen up to a customized fitness training program for increasing effective business. Personal Training: Cash Cows (from Stars) It changes from Stars to Cash Cows. It generates large amounts of cash, it units typically generate cash in excess, the amount of cash needed to maintain the business. In the "mature" market, companies would be thrilled to own as many as possible. Therefore, California Fitness would focus on personal training development, they know exactly what it takes to achieve customers individual goals in the fastest, safest way possible, from devising a balanced nutritional regimen up to a customized fitness training program for increasing effective business. Individual Membership: Stars (from Question Marks) Corporate Membership: Stars (from Question Marks) In the long run, both service achieve the high market share in fast-growing business, they are successful question marks and become a market leader in a high growth. California Fitness needs to pay higher funding to fight competitions and maintain both service of growth rate. Cycling X Fitness Workshop: Question Marks To make a business start to produce a range of different services, California Fitness would enter into the Cycling X Fitness Workshop market. This business is an attractive and a growing industry. Group Fitness Exercise: Keep Cash Cows It has not enlarge changing range, because this service achieve the top mature market, and also California Fitness provides more new service at the same time, it changes the market to be small.
Competitors Analysis Direct competitors
Indirect Competitors
Physical Fitness & Beauty Main Operation: Hong Kong, Subsidiary Company: China, Macao Market Position: fitness center offers beauty and slimming treatments, mainly for female customers Providing Service: Personal Training, Group Class and Beauty Treatment
V2 Sport training Studio Location : 1/F., 20-20A, Ashley Road, Tsim Sha Tsui, Kowloon Market Position: help clients live a life full of vigor and vitality. Providing Service: Fitness Testing, Program Design, Sport Massage
Pure Fitness Main Operation in Hong Kong, Subsidiary Company: Macao Market Position: Clubs are situated within Grade A commercial building, office management target customers collar. Providing Service: Personal Training, Group Class, Bar and Restaurant Service
TF GYM Location: 56 Dundas Street, MongKok, Kowloon Market Position: breaking the old business style of fitness center Providing Service: UNIVERSAL, FLEX , Aerobic Dance Class and Audio-Visual Room JANUARY 2014
TIME MAGAZINE
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6
E-RAVE Wong Chi Ki JoJo
Everyone really wants to have their own set of suit yet ?
INTRODUCTION
E-RAVE customshop is the label of contemporary genuine workmanship making exquisite clothes for men who understand and value the difference of wearing quality apparels. Our sales consultants have special insight on tuxedo, evening suits and shirts which enhances ultimate tailoring for our customers according to their temperament and taste. We are committed to offer more tailoring affluence to our customers than just custom made clothing of superb quali.
STRATEGIC PLANNING They will make sure every costumers can take their cloths before deadline, the sales can clearly to introduce any data for every client, the company will set test for the staff and then they will set a target of turnover in every month. In future, E-RAVE customshop will add a new shop if they can.
COMPANY MISSION They not only earn money, they wish people can admire their design and tailoring. They will tell some savor for their costumers and introduce many kind of cotton material in different season. Make sure their cloths can fit every costumer and match their style.
MARKETING PLANNING - The current situation In today's generation “Tailor-made” is going to sunsetting industry. Because now suit market have many brand had many type of the ready-made suit for people to choose. And haven’t teenage to learn about “Tailor-made” or work about this. If you want to make a good suit you need to learn more abut this, use more times for this and keep your experience of that, so not much teenage want to become a tailor. But the senior tailors is going to old and they will retirement. - Sunsetting industry analysis
MARKET AND CONSUMER From now, some people is no need have a suit simultaneously some people need have suits, because their job, wedding or some impotent occasion they will wear suit. Many brand had many type of the ready-made suit for people to choose and fitting. (E.g G2000 / ZARA / Ermenegildo Zegna / Paul Smith) And it was cheaper than “Tailor-made”. People like the ready-made can fitting immediate and pick up faster, that is good I think, because it was cheaper I can buy more and change style or save my money, fitting immediate that can make me clearly to know this kind of suit is match me yet. But that will be same suit with other guys. So target group will be lower income persons, students or in work time no need wear suit. Tailor-made is good too, because you can design your suit and you can choose your favor fabrics for your suit and this is only one!! The suit is very fit to you and cutting is good then ready-made. But it is expensive and I need to wait about 3 weeks to tailor make this, although it is tailor-made, but in future maybe I will going to thin or fat then the suit will be not fit. So target group will be high income persons and aways need to wear suit to work. - Market analysis and consumer analysis In recent years, many people didn’t buy suits
Many people think that (C)will be eliminated social and (A)some people think that is unfashionable and (B)it was no marketing of sunsetting industry.
In question 2. 63 peoples think (A) “Tailor-made” is sunsetting industry. And then “People don’t want to join sunsetting industry.” This choses is more than “People want to join sunsetting industry.” Composite life is 22years old in this analysis.
In question 3 not much people choose “Tailor-made” to “Most want to keep the industry.”
. In question 2 there are 39 peoples choose (A)“If I want to buy a suit I will choses ready-made suit.” Then there are 12 people choose (B)“If I want to buy a suit I will choses tailor-made suit.”
In question 3 “Why you choose ready-made, when you want to buy suits.” Most choose is (F)‘can fitting immediate’. Second is (G)‘after the purchase immediate pick up’. Third is (A)‘reasonable price’. In question 4 “Why you choose tailor-made, when you want to buy suits.” Most choose is (D)‘the size is very fit’. Second is (G)‘you can design your suit and choose fabrics’. Third is (E)‘it is professional’.
In question 5 “People care what factor, when you going to buy a suit.” Most is ’quality’. Second is ‘cutting and style’. Third is ‘cost’. In question 6 “Which occasion buy or borrow a suit.” Most is ’wedding’. Second is ‘working’. Third is ‘graduation’. In question 7 “How much money do you spend to buy a suit.” ” Most is ’$1,000-$1,999’. Second is ‘$2,000-2,999’. Third is ‘under $1,000’. - Internal * company resources About 10 workshops / about 20 taliors / 20-30 Fabric line / 6 shops - Product Strategy * Product Life Cycle They haven’t product life cycle, because every suit is waiting the customer order they tailor make suit. They didn’t save the suit in company. In addition to rental suit. - Pricing strategies * pricing methods Can make more than fabrics cost and tailor cost, because rent is expensive and need to payroll. they sad in the peer their pricing are average. - Of locking strategy There are 5 shop in Hong Kong and 1 shop in Macau Central / Admiralty / Causeway Bay / Wan Chai Tsim Sha Tsui / Four Seasons (Macau)
- Promotion strategy * Staff heap off The stuff will design suit and choose fabrics with their client. Introduce information to client. Take fabrics to client look > choose fabrics > design together > tailor start to make * Advertising Have some video in YouTube ~ http://www.youtube.com/watch?v=p5XxiNfT2ZY ~ http://www.youtube.com/watch?v=y4WfQr5mOFk (Frequent guest to sell their friends or family) Have formal dress to promote at exhibition
* spokesperson Last time is Lam Fung, but they think he was not good, so change to Tsang Chi Wai because they wish that can attract Chain client to come here to make suit.
S U M M A RY From now, I think this company is success, because they tell me they can earn more than the target of turnover in every month. And they no need to save the suit it can no need to care the suit will outdate, because it is tailor made one by one. They have certain target group that was up to 25 years old and there are working. Some client will odder more than 5suits.The younger client they will ask some creative idea to design their suit together. If the client is older they will tradition to design their suit together.
7
ChihCheng Vegetable Seeds Stella Jing Z
Business Report of ChihCheng Vegetable Seeds
BA (Hons) Graphic Design Lecturer: Wayne Shek Student: Zhang Jing Student number: U1375229
This report will cover issues as following
1. INTRODUCTION
2. BACKGROUND
3. Product
4. HOW TO SOLVE PROBLEM
5. CONCLUSION
6. REFERENCE
Intreduction CHIHCHENG Vegetable Seeds Shop are sell of vegetable seeds and Household goods in Hong Kong. The CHIHCHENG Vegetable seeds shop is open in Fanling Luen wo hui Luen Wo Market Mall. It is a small business shop. CHIHCHENG opened more than 40 years of history. Zhang CHIHCHENG is the Chih Cheng Vegetable Seeds shop’s boss and he is 76 years old. He said that this shop is my mother give me to inherit. Altough the income is not good than before. But Mr. CHIHCHENG think can be raise his children was enough.
Background Financing Luen Wo Hui, Fanling, established in 1949 by the Sha Tau Kok, Tai Po Ta Kwu Ling and some villagers. 1951 Market officially established. Luen Wo Hui year covering 610,000 square meters, the center has a covered and open-air market, a covered market of concrete building with 60 stalls, including 14 units of meat, 12 fish stalls, 12 food stalls, 14 salted fish stalls, two poultry stalls, two beef and two sets of tofu files, and open-air section can accommodate hundreds of hawker stalls. The first, CHIHCHENG’s mother with other people was established to raise funds and made this shop. CHIHCHENG vegetable seeds shop is not real brand but CHIHCHENG vegetable seeds shop is a good business in this year. It is because at that time, Hong Kong have many people can grow some food for themselves. So this business at that time is good business. But in this year science is rapid development and the technology and agriculture is gradually to eliminate.
OLD LUEN WO MARKET
Story The revenue unsatisfactory. But CHIHCHENG not to be give up this shop. May be CHIHCHENG do not want to give up all of this to his mother. Luen Wo Hui Market on July 1, 2002 officially opened. Government requires all businesses to relocate to the new market. In the original market the shop do not need to give a shop rent. It is because the shop was his mother to raise funds. But the move to the new market, CHIHCHENG need to paid $4000 to the government, this is a big number of the original market people. Faced with such a big change, CHIHCHENG do not give up. Fortunately, his children were all grown up. CHIHCHENG tell me that open the small business need endure hardship. These decades, his get up early to go to the shop. And his wife can take breakfast to him. Why they need more early. It is because his customer was old generation, the old generation’s customer likes get up early to find him to buy something, and his friend can stay in his shop to Learn chess. Today the young people do not understand how to enjoy the life. They think will find more money before they can enjoy life. That is Values. But I can understand, this is very a reality. We do not to open this shop. It is because this is not find enough money.
Products CHIHCHENG Vegetable Seeds Shop are sell of vegetable seeds and Household goods in Hong Kong. Most goods are purchased from wholesalers. And some of getting in china. The customer will focus in the regulars. We need to look at what products are more sales Then decide what the next purchase what is product needs more. CHIHCHENG vegetable seeds shop’s products: * Vegetable seeds * Flower seeds * Grass Water (Pesticide) * sacks * Towels * Woolen rope * pins * thread
1. Vegetable seeds 2. Flower seeds 3. Grass Water (Pesticide) 4. Sack 5. Towels 6 Woolen rope 7. Pins 8. Thread
you can see the picture, we may find the vegetable seeds and Flower seeds is most popular. We will find that have some people will grow vegetables. And the vegetable seeds import prices is $5, he will set the price at $7~$9 to the customer. Each package just make a profit $2~$4. And the Grass Water import prices is $55, he will set $60~$61 dollar to the customer. Due to the vegetable seed business is smell in Hong Kong. Have many people can take bus to Fanling to buy the seeds. So they.
以禮待人 4. HOW TO SOLVE PROBLEM * move in the new market * find an other seeds business in the new market * Changes in market demand Luen Wo Hui Market on July 1, 2002 officially opened, Chihcheng vegetable seeds shop move in the new Market, he need to pay $4000 to govemment in the month. It is a big loss. And in one day have other business began selling the grass water. And Changes in market demand, I asked him“ you how to confront?” He said“ I cannot change them, but some times I can lower prices for the customer. And I can courteous the guests, they next will be come. Learn to save money in Everyday life.”
I can understand? Here I found a business whether it is small or big businesses are at risk. Before we create a business, you need to assess the risks. Each business has risks Such as : cultivate – If you sell a vegetable may be have a pest. Than, we can corp a flower together. Have not vegetable you can sell the flower.
another Story I once heard a true story There is a beautiful girl. She loves fashion design. One day she has an idea was made clothes Sell in TAOBAO. And than, She’s business was Getting bigger and bigger. This is beyond her expected. But she was only one. She designs clothes every night to night. She was busy. The end, she died.
This also belongs to the business risk.
In this case, how to solve? CHIHCHENG told me that the Money is the physical stuff Good health is the most important So, This girl should hire staff to help him to share the workload
5. CONCLUSION Creation of business is not easy. We need to know what is business and what can we do. The first we need understand who people like your business product and how many people need. We must understand what is people demand now? If you know, you must have an adequate finance. We can loans or raise to find the first finance. And than, we need to find a favorable position. It is because. We can choice of favorable position. We may attract customers accordingly will be help the operational. In this business report I understand how to create a business, how to serve customers, how to solve problems, how to reduce the risk. Than about this business report, Why I chose this business shop to do my business report? It is because I think this business can represent Hong Kong people. The seeds shop has a long time history. I hope in this old business find a history and Social changes have an impact on business.
6. REFERENCE http://www.civicparty.hk/cp/media/pdf/090719_rt_market_report-C.pdf http://zh.wikipedia.org/zh-hant/聯和墟
THANKS
8
Cartier Cheng Athena Man yu
The jeweller of kings and the king of jewellers.
Company Background Cartier jewelry industry is the most famous, one of the oldest brands, Cartier is also the most aristocratic celebrity favorite jewelry brand. Whether fine jewelry or watch series, Cartier are in line with the excellent craftsmanship, expertise and unique style, passing the noble values of its exclusive brands. In 1948, the Duchess of Windsor became the first to wear Cartier jewelry leopard series, and this series of jewelry including brooches, bracelets, necklaces and long-handled glasses and a leopard style became both a symbol of the Duchess of Windsor’s personal style, but also a history of Cartier wonderful masterpieces on. Cartier’s Global Strategy In the realm of top world jewelry brands, the globally renowned French jeweler Cartier has earned the title, “King of Jewelries and Jewelry of Kings” due to its unmistakable, finely crafted offerings. In the global economy, precarious occasion, strong demand for luxury goods in the Asia Pacific region for the luxury industry provides a powerful umbrella. The world’s largest luxury goods group Richemont, Cartier belongs to the first half of the sales in Asia Pacific increased by 60%, much
higher than the 22% to 35% increase in the U.S. market and the European market growth. As one of the most rapidly developing markets in the world, China has become increasingly more important in Cartier’s global expansion strategy. A) In the luxury goods market in Asia Pacific Five years ago the Asia-Pacific region accounted for just over 20% of sales at Richemont, the Swiss luxury brands business where jeweler and watchmaker Cartier is the star performer. By 2011 its share was almost 40%. Over the same period sales in the region grew by 140%, compared with 27% in Europe. Even in Europe analysts estimate that tourists from emerging economies account for up to half of the sales in Cartier boutiques. Cartier recognized very early the potential of the Asian market. We opened our first boutique in Hong Kong in 1970, followed three years later by one in Singapore and the next year by another in Tokyo. Cartier has been present in China since 2001. Today, with 43 stores in 22 cities, we benefit from our pioneering spirit and having taken a calculated risk at the time.
B) Brand building and marketing messages when targeting consumers around the world A beautiful creation is recognized as such by any client around the world. Our strength stems from the consistency and continuity of style – a rich aesthetic expression fed from over 165 years of creation. It would be unthinkable and detrimental to our maison to try and alter our creation process seeking to cater to specific clients. The same goes for our brand building. We strive to spread the same values worldwide.
Cartier are in line with the excellent craftsmanship, expertise and unique style, passing the noble values of its exclusive brands.
C) Expand market share Contrary to many other brands, Cartier can rely on an excellent repartition of its stores across the entire world. Latin America and the Middle East are markets that we will continue to develop, either by opening new boutiques or by increasing the size of existing stores. We can still gain market share.
2) The birthplace of luxury Italy and France accounted for 55% share of the world’s luxury goods. French boutique group LVMH luxury goods market accounted for 56% of the country. The trend is very clear focus on luxury goods. Meanwhile, for consumers, France, Italy, the United Kingdom is the production of a luxury country,
D)Promotional necessities strategy Today, Cartier addition to maintaining its brand position, but also must s e l f - t r ans c e n d ence, to adapt after the social and economic change and transformation, consumers seeking exquisite, high taste and appearance and comfortable elegance of style, you can wear every day of ornaments demand piece of . Therefore, since 1973, we are fully committed to perform “ essential Cartier jewelry series “ (Les must de Cartier) strategy. This new strategy is to make new products Cartier ladies and gentlemen of every life became indispensable practical and beautiful accessories, such as lighters, pens, stationery, watches, rings, necklaces, perfume. Today, watches are not only display the time, but also the exquisite accessories, such as jewelry accessories is not only a symbol of taste and personal style identity status, but also the intimate charm of life. Individually each of its popular ornaments Background: There are popular, there is design. While we develop new customers and markets, on the other hand the leadership, with the trend, keep artisan art. Cartier success factors Cartier is also the most aristocratic celebrity favorite jewelry brand. Whether fine jewelry or watch series,
1) Premium centuries legendary story All of the top jewelry brands have over 100 years of history: Cartier -1847 years. Brand Story has an ideal aesthetic legendary brand, which adds a mysterious, and heavy. The brand’s history is an important brand assets, able to bring trust and rich brand association.
“The panther: the creation and incarnation of an emblem” - Panther clip brooch Cartier Paris, 1949
the mere mention of these countries, there will be a wealth of origin of the association, the same product, one in these countries, you can sell at high prices, you can call it a “luxury.” 3) The close relationship with the nobility Europe has the largest constitutional monarchy Country: United Kingdom, Norway, Sweden, Denmark, the Netherlands, Spain, Monaco, invisible power of the monarch often than heads of state, they are a symbol of national spirit. History of hereditary nobility is more than creating a long history of luxury jewelry, there is such a pursuit of luxury and high-end brand groups, and there is a European luxury brand’s development and growth. All luxury brands have been working with the countries of nobility have a close relationship. Nobility is jewelry for centuries the main consumer groups, but also promote the development of the raw power of jewelry.
4) Innovative spirit of the brand Almost all international jewelry brand’s founder is a professional jewelry design division, initially handmade every product embodies the designer’s efforts are. The brand’s history is also the history of innovation, often bring the world shook, Cartier was a Belgian designed to Queen Elizabeth and the royal crown volute shape of a crown motif, Sir Indian maharaja called Singh produced the famous “fantasy jewelry “necklace, and for the first time onyx, coral, etc. applied to the design, forming a new” Art Deco “style, known for leading the contemporary art and fashion. 5) Unified visual symbols Unified visual symbols can pass a consistent brand image, you can create only attributable to the brand’s high-end style, consumers in contact with the brand, the image can be passed on to identify the brand. Strong factor is the color. Cartier red wine, green jaguar. All colors are the property of their main object,
all the brands will also have their own color. In addition to color as well as special visual symbols, such as a trademark, a combination of visual style. The Panther became famous Cartier brand logo. Conclusion A brand is able to pass through history, must have the same kernel - a spiritual pursuit and value proposition. With the same spirit of a business, you can continue through the products and services to optimize their own. Cartier has been tireless pursuit of art. Cartier is among the arts, but also in the arts among Cartier. Cartier both universal, and can transcend time and space constraints. Both bold and innovative spirit, and respect for tradition. That’s why, Cartier has been able to more than 150 years heritage. www.cartier.com
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How Apple Achieved Success Lam Lai Sha
HOW APPLE ACHIEVED SUCCESS By Lam Lai Sha | Unversity Of Hudderfield
1.Introduction Organization of Apple was established in 1976 as a computer company. However, in the last decade, Apple has expanded into a complex company that specializes in much more than just computers. In 2001, Apple broke the barrier with the iPod, eventually becoming the dominant market leader in music players. In following, Apple joined the phone industry in 2007 with the iPhone, which has also been widely successful. The Company designs, manufactures, and markets mobile communication and media devices, personal computers , and portable digital music players, and sells a variety of related software, services, peripherals ,networking solutions, and third-party digital content and applications. The Company’s products and services include iPhone®, iPad®, Mac®, iPod®, Apple TV®, a portfolio of consumer and professional software applications, the iOS and OS X® operating systems, iCloud®, and a variety of accessory, service and support offerings. 2. Company Stocks and Performance The above graph shows comparison of cumulative totalshareholder return in f years. It calculated on a dividend reinvested basis,for the Company.the S&P 500 index, the S&P Computer Hardware Indes,and the Dow Jones U.S. technology Supersector Index.
2. APPLE’S Global Strategy The strategy of APPLE Inc is to commit bringing the best buyer/user experience to its customers through the innovative software and hardware services. Apple Inc’s business strategy leverages its unique ability to design and develop its own operating systems, hardware, application software, and services to provide its customers new products and solutions with superior ease-of-use, seamless integration, and innovative design. Apple Inc believes that a high quality purchasing experience with best salespersons who can higher the value of company’s product and services. It can greatly enhance the reputation of its company. Besides it can also help to attract and retain the customers. The company strategy is not just focus on “IN” but also “OUT”,i.e the best service to the customers. It can effectively reach more customers and provide them with high quality sales and post-sales support experience. 3. APPLE INC success factors 3.1 For any product that Apple creates, the people who create it have to want it themselves The engineers who are creating Apple products actually make them for themselves. And Jobs was the chief “user” of Apple products when he was alive. All of Apple’s products are based on the fact that Jobs represented the real customer. And his engineers had to come to grips with that when designing a product. It has to be something that they personally couldn’t live without. 3.2. Easy to use Ease of use is arguably the biggest factor contributing to the success of Apple products. The design of the product is a critical component of any Apple products, if it is not easy to use, it is considered worthless to the consumer. This is what drove the company’s user-interface designs from Day 1 and is still the mantra pushed to the software and hardware engineers every day they go to work. Apple creates tools for power users and rookies, which can mean a broad range of ease-of-use issues.
3.3 Keep it simple Apple is successful is because it has one product; in this case the iPhone. It minimizes the decision making process for the consumer by making things simple. For other brands product, they may have to have as many as 25 different models of phones available. That makes it hard use it and wasting time. Compared to it, Apple have it biggest advantage to the product. There are tech-savvy people who like more choices .But at the end they prefer keeping things simple. That is a plus. And Apple know that. The trend is going to be simple.Apple understands this in spades and is never tempted to add multiple versions of an iPhone, iPad or even more than one or two types of iPods. This makes buying an Apple product simple. And consumers seem to appreciate this considering the huge number of iDevices that are sold each year. I know the tech media and techies are the most vocal about this issue of choice, but in the end, while choice is good for competitive pricing, what nontechie consumers really want is simplicity. 3.4 Offer great customer service and in-store experiences Apple uses this conundrum to its advantage. Because it keeps product SKUs simple, the salespeople inside the stores know the products really well. Notice that when you go into an Apple store and are greeted by one of the sales staff, you’re not asked, “How can I help you?” Instead they ask, “What would you like to do today?” They go right to the heart of any technology user’s question, a question that’s always related to what they want to do with the technology the user is interested in. And once you explain your needs, they take care of it on the spot in most cases. Or if you need more hand holding, they turn you over to the Apple Geniuses. Apple’s products are simple to understand and use, but if you do have a problem, Apple can take care of it at their stores or over the phone quickly. 3.5 Apple only makes a product if Apple can do it better Apple normally doesn’t invent a new product or product category. Sure, the company did invent the first commercial PC with the Apple II, and the Mac improved on PCs with a graphical user interface and mouse input. But since then, all of Apple’s other products have been recreations of existing products. Apple did not invent the MP3 player; Apple reinvented it and made it better. Apple did not invent the smart phone; Apple reinvented it and made it better. And Apple did not invent the tablet; Apple reinvented it and made it better. As Apple designer Jonathan Ive said recently, “Our goals are very simple — to design and make better products. If we can’t make something that is better, we won’t do it.” Clearly, Apple applied that thinking first to iPods, then smart phones and more recently, to the iPad. 3.6 Apple stays at least two years ahead of its competitors This is the one that scares Apple’s competitors the most. While those competing with Apple are just getting products to market that are competitive, Apple is already working on the products at least two years out. For example, the new iPhone that will most likely go to market in October was designed and signed off on two years ago. And the iPhone the company is working on now is for the fall of 2014. The same goes for the iPad. The new iPad that we will most likely see next March was signed off on two years ago. The one that’s being worked on now we will probably see in 2015. This is a nightmare for Apple’s competitors and will continue to be for some time. 4.Conclusion Besides having geniuses in design, software and retail, Apple also has the cash to invent components, manufacturing processes and things like that, which almost makes it impossible for the competition to make any real headway against Apple. Andriod has earned ground by sheer numbers of company and products pushing Android. While when all people think that Android is the No.1 smart-phone winner. But actually Apple is making as much as 70% of all profits in smart phone market. Ie about 85 %of all the profits. These six principles may seem a bit simplistic given the fact that Apple also has great software, industrial design and a powerful ecosystem of content, apps and services as part of the company’s success equation. Those six principles are really making Apple successful. Although they keep most of the thing simple. They attract many people who love the design. There are still some point Apple need to be improve. Or maybe some function. If Apple can brings out more new function that customers are looking forward to . Such as Ipad can have phone call function. It will be more popular if Apple can have more flexible new functions. Reference: Website: http://www.time.com/time/ http://investor.apple.com/financials.cfm http://www.studymode.com/essays/An-Introduction-To-Apple-Company-242967.html
10
Vitasoy lam yan tung yvette
South China Morning Post by Yvette Lam
A Success Story That Began With A Little Bean “Our first priority is consumer well being, through great tasting and nutritional products.”
Hong Kong. It re-emerged after the war was over.
“At Vitasoy, our aim is to promote quality of life through a wide range of great-tasting and nutritional products. In fact, consumer well being is our first and most important priority. We are also a forward-looking, innovative company, a reliable employer and a responsible corporate citizen. “ – Vitasoy Vitasoy is a brand of beverages and desserts in Hong Kong. Founded in 1940, it now operates under the “Vitasoy International Holdings Limited” based in Hong Kong. “Vitasoy” products were centered on the high-protein soymilk drink that the company first produced. Over the years the company expanded beyond the soy drink products and started to produce a wide variety of beverages. Some of them (such as the fruit juice) were given the derivative brand name “Vita”.
“ABOUT VITASOY” Company Background
Vitasoy was founded by Dr.Kwee and Seong Lo (1910 – 1995) on March 9, 1940 in Hong Kong with door-to-door delivery of the milk alternative. At that time, many people suffered from poverty and malnutrition due to the higher price of milk, so Dr. Lo wanted to save the children from this blight, but because he realized many Chinese immigrants are lactose intolerant, so he focused on soymilk. The company ceased operations from 1941 to 1945 during the Japanese occupation of
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The international expansion came in the 1980s and 1990s as soy based products found a market outside of Asia. Yvonne Lo, daughter of the founder established Vitasoy USA Inc. In 1979 and is currently CEO of Vitasoy USA based in San Francisco, CA. The current CEO is Charles Chyi, known for his innovative works in the Asia market.
Vitasoy’s Story
The Vitasoy story began in 1940 with a big idea and a little bean. The bean was soy, the main source of protein for the Chinese people for over 4,000 years. The big idea - the brainchild of Dr K.S. Lo was bringing the milk drink made from this healthy little bean to a wider market. And so VITASOY was born: a nutritious, high-protein soymilk drink that was sold at an affordable price to the people of Hong Kong who were suffering after the World Wars. At first, VITASOY was delivered fresh to people’s homes on bicycle, later Dr Lo began selling his soya bean milk through retail outlets and, by 1950, sales had grown to such an extent that a new factory had to be built to meet demand. In 1953, they started to adopt sterilization technology in the manufacture of VITASOY soymilk drinks. This enabled the drinks to be stored without refrigeration, and thus expanded the distribution and revolutionized the business. In 1975, they introduced paper
packed products and were the first Hong Kong Company to introduce Tetra Pak packaging technology for drinks production. The Tetra Pak packaging system, which involves UHT (Ultra High Temperature) sterilization of the product and packaging in aseptic cartons, ensures that a drink product can be kept for months without refrigeration. Soon, VITASOY became a household name and, by the late 1970’s and early 80’s, there was no looking back as the Group pushed into overseas markets. Today, the name of VITASOY has spread far beyond Hong Kong, and the group’s products sell in over 40 markets around the world - including the USA, Canada, Mainland China, Europe, Papua New Guinea, Australia, New Zealand, South East Asia, Guatemala, Trinidad and Venezuela.
Products
Vitasoy beverages are packed in glass bottles, (rarely) PET bottles, Tetrapak boxes and aluminum cans. Vitasoy Soy drinks come in original, malt, coconut, melon, chocolate, taro, mocha and red bean flavors. Mint chocolate, ginger and eggnog flavors are available seasonally. Vitasoy San Sui tofu dessert is available in enriched, silken, firm, silken enriched, sweetened, and almond. Vitasoy also offers: • Juices - Lychee, sugar cane, orange, mango, blackcurrant and guava, pineapple and mango, apple • Carbonated drinks - cola, Cream Soda, Lemon Lime and Orange • Yin Hai Jelly Juices - Pineapple, Strawberry and Blueberry • Vita Supreme Coffee drink
• Teas - Lemon, Honey Chrysanthemum, Chrysanthemum, Green Tea, Super icy and Herbal Tea. Vita Tsing Sum Zhan Teas are Sugarcane and Impetrate, American Ginseng with Honey, Grapefruit Lemon, Mandarin Lemon, Green Apple with Cucumber, Mandarin with aloe and Apple and Jasmine. Gor Yin Hai Teas are Apple, Passion fruit, lemon, peach, lychee; Icy Pink grapefruit, lemon and peach. Vita Cha T Din are Icy Lemon, Icy Green Tea, Iced Passion fruit, Iced Apple, Iced Mango, Iced Honey Green Tea, Iced Lemon, Iced Peach • Soy-based salad dressings and mayonnaise • Desserts • Pasta and noodles • Vitasoy San Sui Tofu Series - Dessert Tofu, Scallop Tofu and Silken Tofu
“MARKETING STRATEGY” a. Brand Leadership with Stronger Infrastructure To fortify their market leadership position, they continued to optimize their product portfolio and invest in advertising and promotion to build brand equity. They invested in our sales force and expanded their market share in the past year. Their efforts in these areas have driven category expansion and overall business growth. b. Health and Wellness In the past year, they continued to show their commitment to health and wellness by introducing and promoting lowsugar and nutritious products. In Hong Kong, for instance, SAN SUI Low-Sugar Black Soya Milk, made of organic black soya beans, was launched. They also introduced a range of products in various markets aiming at children’s healthy growth. These include VITA High-Calcium Whole Milk in Hong Kong, which is enriched with Vitamin D to aid calcium absorption and good for children’s growth and bone development; VITASOY Low-Sugar High-Calcium Soymilk in Mainland China; and VITASOY Soy Milky Kids in Australia, which is formulated for children aged 4-8. In Mainland China, they were active in promoting a light and green lifestyle through organizing low-carbon nutrition food tasting events, including the “Thousand People Light-Yoga Party” and other green lifestyle community activities such as giving away of 220,000 green plant boxes in shopping malls and community centre’s. In Australia, they launched a health care professionals’ website and invited celebrities and renowned experts as health ambassadors to advise the public and health professionals on the benefits of including soy in one’s diet. An on-going virtual campus known as “Tofu U” was
introduced in the US under the NASOYA brand to impart knowledge about tofu to consumers, and share recipes to add fun regarding tofu cooking to the Americans. c. Community Support In the past year, they continued to support community activities by making donations as well as encouraging staff participation in the same. They provided support to the Food Bank in Boston, USA and St. James Settlement in Hong Kong by donating products throughout the year. In Hong Kong, their staff participated in Walk Up Jardine House and Oxfam Trail walker 2010 to help raise fund for the needy. They supported large-scale activities such as the 30-Hour Famine Camp and the Hong Kong International Dragon Boat Carnival. They helped raise fund for the Community Chest of Hong Kong and UNICEF. They also supported various international health symposia such as the Health Promoting Schools Symposium and 2011 Nutrition and Health Symposium held by the Chinese University of Hong Kong, and the First Asia-Pacific Osteoporosis Meeting Singapore ’10 held by the International Osteoporosis Foundation. They donated 20,000 bottles of distilled water and supported the “One Person One Bottle of Water” campaign organized by Commercial Radio Hong Kong to help earthquake victims in Japan. They donated education kits and stationery to over 200 primary students in some remote villages to support the “Care for Village Students” Programme in Mainland China. Their North American operation participated in various Asian cultural activities such as the Dragon Boat Race and the Children’s Drawing Contest to help promote good
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South China Morning Post by Yvette Lam d. Environment In regards to the environment, they have brought in high speed packaging and processing machines in Hong Kong with higher capacity but lower energy consumption. Greater use has been made of environment-friendly delivery trucks with newer and lower exhaust, including those meeting the “Euro V” emission standards. They are one of the endorsers of “the Clean Air Charter” launched by the Hong Kong General Chamber of Commerce and the Hong Kong Business Coalition on the Environment. The project is to seek support and endorsement in the business community, on a voluntary basis, to reduce emission and implement air quality management. An electricity saving programme was launched in the warehouse in Hong Kong. They participated actively in the government’s Voluntary Energy Efficiency Labeling Scheme (VEELS) and have introduced the energy-efficient VITA convertible water dispenser since 2009, which was the first product model in Hong Kong bearing the Energy Label (VEELS – water dispenser type).
e. Environmental Policy
- Empty bottles for recycling. Convenience store will rebate for each returned empty bottles Vitasoy HK 50 cents to $ 1 for this plan to be commended Hong Kong environmental group Friends of the Earth. - No genetically modified ingredients. According to a report by Greenpeace in Hong Kong, Vitasoy tagged as “green product” because the product does not contain genetically modified ingredients. Vitasoy is a company that full of corporate social responsibility ,they aspire to be a corporation which is both financially successful and socially responsible. They seek constantly to integrate their business activities with contribution to the society.
They enhanced the cooling water system in the production lines in Mainland China to save energy while the use of electrical forklift to replace diesel forklift helped reduce the emission of exhaust gas. Their Shanghai plant received an award for its relentless efforts in energy conservation and emission reduction.
“VITASOY’S SUCCESS FACTORS” a. Wide choice of taste
Vitasoy soy milk totally more than ten kinds of flavors, all of them are fresh packaging, the main ingredient is soy and milk.Moreover VITASOY brand encompasses several varieties to created to cater to modern tastes.
b. Packaging
Early, Vitasoy milk sell with bottle of wide mouth, and later changed to glass bottles which contain soda. First introduced in 1975 from the Swedish Tetra Pak (Tetra Pak) aluminum foil packaging storage equipment, add 250 ml of paper packaging, with ultra-pasteurized, so that the product can be stored for many months. In 1984 introduced 375 ml Bulk, in 1999 added 125 ml small package to facilitate children to drink, and currently there re 355 ml and 250 ml aluminum iron cans. And Vitasoy always cooperate with other illustrators and design the package of the products, it will attract customer purches sentiment.
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c. Selling strategy
As Vitasoy has been advertised their healthy image, “It is more than just a soda” is the slogan of Vitasoy. Therefore, many schools allow Vitasoy sell in the school canteen of consignment. In the cold winter, the Vitasoy’s hot drink in snake bar is many Hong Kong people’s childhood mermories. And people can buy the Vitasoy drinks easily, such as 7-11, supermarket, vending machines with a reasonable and affortable prices.
d. Advertising
Vitasoy has launched a number of distinctive advertising.Such as in1950, Vitasoy has launched a series of slogans to highlight Vitasoy nutritious advantages: Vitasoy make you taller Vitasoy make you stronger Vitasoy make you more fit Nowsdays there are sill many peoples remember Vitasoy’s TV advertising and their songs.
“CONCLUSION” A factor in the Group’s success has seen an aggressive, sophisticated and innovative marketing programme. VITASOY and VITA products have maintained a very visible advertising presence, producing high-quality and impactful television commercials that have been nearly as popular as the products themselves.
Future emphasis will continue to be placed on the launch of new products to suit changing consumer tastes. For the immediate future, Hong Kong will remain the principal contributor to Group sales and emphasis will be upon items such as high quality juice drinks and health oriented products.
Expansion, product extension and diversification will continue, resulting from the Group’s policy of producing quality products and constantly boosting its already strong brand name awareness in the marketplace.
Vitasoy today is a different story from the first nine bottles delivered by boys on bicycles. VITASOY and VITA products are an essential part of the everyday lives of millions of people in Hong Kong, as well as in many other countries. It’s a continuing success story that began with a big idea. And a little bean.
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11
Green Dot Home Tse Sez Ting
In Community from Green of environment to business
“Our mission is simple - to promote sustainable living in Hong Kong.” BY Green dot Home
“Green Dot Home” has an organization established in 2012 focusing on collecting and recycling used furniture and home ware. This service business was added to commercial and environmental. Some of the items collected will be donated to the public and others will be sold in second hand markets with part of the proceeds donated to non-profit/ charitable organizations. It aim is to collect used furniture and home ware, and apply the 4Rs process (renew, restore, revitalize and recycle) to minimize the amount of waste and we send to our landfills. In addition, “Green dot home” want to promote the value of sustainable living by increasing the acceptance of these used items into our society. 2.Green dot Home analysis of company 2.1 Competitors Analysis: Strengths
1) Partner with Friends of the Earth (Foe) Hong Kong “Green dot Home” partner with Friends of the Earth (Foe) Hong Kong to promote the collection of used furniture and home ware, help by educate society about the value of sustainable living. Part of the sales proceeds of the used items will go to Foe Hong Kong as a gesture to support their
environmental in protection work. It will also make regular donations of some of the furniture and home ware it collect to less privileged families in Hong Kong.
3) Environmental Environmental protection has become the mainstream of modern culture, and environmental protection is not only an idea, but you can become a business. 4) Cheap Used furniture that new furniture.
2) Awards “Green dot home” being awarded as Champion in the ‘International Symposium: Discovery and Idea Incubation for Realizable and Scalable Social Impact’ competition organized by City University of Hong Kong.
5) Open- minded Actually in sale of used furniture is very popular in foreign countries. So in Hong Kong market need to this kind of recycling platform. 6) Well- developed structure of company Each department in Green dot Home was divided and defined clearly. For example: Human Resource, Finance, Research and Development and Marketing etc. The clear division of labor can avoid wasted resources. Therefore the business can run more efficiently. 7) Brand Green dot home brand is quite good, because The Sun (Hong Kong), Oriental Daily New, Apple Daily, ETNET and Cable TV Hong Kong have access.
2.1 Competitors Analysis: Weaskness
1) Lack of experts
The managers and employ-
ees are lack of maintenance furniture experience. 2) Market narrow Because this business only sell used furniture and recycle furniture. Opportunities
1) Market of used furniture In these few years, more people know importance of environmental protection. Now in Hong Kong economy is downturn. So they will try to buy used furniture. According to the waste statistics produced by the Environmental Protection Department of HKSAR in 2011, on average we dispose of 9,000 tones per day of municipal solid waste in Hong Kong. This amount is equivalent to as many as 750 double-decker buses*. The three strategic landfills in Hong Kong are expected to be exhausted before 2020. We all have a role to play in protecting our environment and it is time for us to take some action.
*According to EPD.
Threats
1) Market Saturation level in local market There are 10 used furniture shop in Hong Kong. Their business was similar to Green dot Home. Some of the companies come form voluntary groups and Government. For example EPC and “Chu Kong 2nd Hand Furniture and house ware Shop”. The competitors are experienced and competitive. 2.2 Competitors Analysis Direct competitors
1)Green Ltd. - Main Operation in Hong Kong - Position themselves as recycle used furniture shop , mainly sell used furniture - Mainly recovered furniture from Hong Kong
2) Chu Kong 2nd Hand Furniture and house ware Shop - Main Operation in Hong Kong. - Position themselves as a Social Enterprise - Mainly recovered furniture Hong Kong used furniture 2.3 Indirect competitors
1. 2- hand.info - Provide Internet to sell used furniture - Earn money with advertising in the website - Provide a cross- nation online platform (CN, TW, HK, Macau) 2.Hong Kong Second – hand Exchange - Main Operation in Hong Kong - Position them as recycle used furniture shop, mainly sell used furniture - Mainly recovered furniture from Hong Kong 3. Marketing Strategy
In the two years (2013-2014), Green dot home have 2765 people to patronize. We can see this market for the current value. However, it’s not more Hong Kong people accept in used furniture. Reason of traditional thinking effect by Hong Kong people, so patronize Green dot home have over 80 percent comes from foreigner.
3.1 Product & Channel
1) Donated Most consumers are donated, and ask to pay the freight. Because it to provide a business platform for consumers more choice. In simple term is Intermediaries. 2) Diversification used furniture Because the company has its own vision, Green dot home will choose a special second-hand furniture recycling. The company itself is not voluntary organizations. Funding is needed to maintain. 3) Collection of furniture Collection of furniture by Friends of the Earth , the media ( email, facebook, line, what apps) supply. 3.2 Communication
1) By television and newspaper to enhance the company’s brand awareness 2) Green dot home also via the Internet, for example: facebook, ebay and its own platform to sell used furniture. Benefits: 1) enhance the company’s brand awareness 2) Increase sale Cons: 1) Consumer may not know the goods quality 2) Failed to prove that the product source
3.3 Consumer Analysis
Consumers: Divided into four kinds: 1)Economic capacity is insufficient Green dot home will be provided to the poor preferential or transferred to donate to them. 2)Collectors Collectors like special furniture. For example antique collectors favorite of old lockers made in India. 3)Environmentalists Itself does not attach importance to the value of the furniture. 4)Temporary living In Hong Kong (for example, college, work in Hong Kong) So buy second- hand will be selected and then used furniture shop is their first choice. 3.4 Education
Infection to surrounding people’s understanding of used furniture 3.5 International
Green dot Home’s consumers are mostly foreigners. Can see this business visibility is quite good for the used market. 3.6 Weather
Hong Kong is a moist areas, particularly affect the quality of the furniture, so Green dot home will remind consumer. 3.7 Product Life Cycle
Reduce the disposal of used furniture, so as to achieve the purpose of the company(Green dot home) 3.8 Price Strategy Price of
the product: Less than half of the market value Featured products: Diversification 3.9 Distribution strategy
1) On the Internet, Friends of the Earth, exhibition and media to distributors (above all in the middle of commercial channels) 2) Logistics is a non-specific. Benefits: 1. Costs can be reduced Cons: 1. Lack of Maintenance 2. Too dependent on the surrounding logistics 3. Market narrow
4. Financial
Green dot home put capital hundreds of thousand. Labor costs spent $ 16,000, maintenance $10,000, logistics $15,000, rent $ 50,000(7000 feet), an increase of 30% profit within a year. 5. Conclusion
Our main strategy is to realize the main investment Green dot home is going to have in the coming for the Hong Kong market. Emphasizing the focus on certain kinds of advertising strategy. More specifically: ‐Establish our used furniture to Market as soon as possible. ‐We focus on Long- term customer satisfaction, which are building up a Strong Brand Image. ‐We focus on the right Target. - Updates to reclaim diversification furniture in the competitive used marketing. ‐Our the most important marketing program is to raise up the popularity of our product in used market. We mainly invest in website advertising market. Contribute to global environmental protection. For the economic development of any country must be natural causes damage to the environment, so second-hand furniture worthy of support for environmental protection and management.
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Ceu Sin Mei Yan Anna
Brand
A Story Started From Doggie History
Céu is a brand that designs for the ladies who love to play with cute and lovely doggies. Brings cheer and happiness to their life. Céu’s sophisticated design reveals to the personal love of nature and independent spirit, a true character that is otherwise concealed inside. Céu is combining European femininity and American casualness. It is emphasis on comfort and relaxation, elevates everyday life into luxury. When you are free on weekend and traveling your trip to relax yourself, or leisure activities, Céu is ideal clothing for you to wear. Whatever traveling, cycling, exercising and playing sports, Céu is suitable for them.
Customer
Céu is a line under of Opa International Limited Company. Opa International Limited Company set up by famous Japanese foreign capital investment. Céu is a term of Latin. It means sky. Céu formed at 2001 in Hong Kong by Mr. Sasakihideo. In 2006, they have the first shop in Shanghai. Céu also have shops in Macao, China, Taiwan.
The customers of urban area are 20% of local people, 70% of Chinese, 5% of foreigner and 5% of others. The customers of residential area are 50% of the local people, 45% of the Chinese, 1% of the foreigner and 4% of the others. You can see that Chinese are always the mainly customers. Therefore, it means the market of China is very huge. It should develop the market of China.
Selling Policy
Price
Business
Location
In 2013, the higher income months are January, August and December. It is because in these period are holidays, such as Lunar New Year, summer holiday, Christmas, etc. People are willing to buying. They think these time need to buy new clothes to wear. The lower income months are April and September. The reason is because of the season is changing in these time. The clothes are not on sales. People are just bought before these months.
As the brand is formed by Japanese, they need the staff be very polite. Their hands should be holding in front when they are serving the customers. They can’t put the hands behind. It is not polite to the customers in their culture. And they have a slogan “there are no product can’t selling out, only the people can’t selling the product. It may be too hard for the staff, but it let the staff try their best to sell product. And more conversation with the customers, know more about the customers and their needs to built a nice relationship with the customers.
Product
The products of the Céu are T-shirts, jackets, one piece, skirts, sweaters, lingerie, sports suit, kid clothing, etc. The materials of the clothes almost are the cotton. Customers will come back one of the reason is the materials are good. It can wear a lot time. And the size of the products is bigger than other shop. So there is a part of target audiences in the market.
The products are always use dog’s print and cartoon doggie to design. However, there are some people always finding the simple design. They don’t like a big doggie on the top of the cloth. They want special design of the cloth with a small logo on the bottom.
Céu provide a reasonable price for the people. People are easy to afford.
There are 14 selling point of Céu in Hong Kong. Location is very important to the business. For example, the shop of Causeway Bay and the shop of Tsim Sha Tsui are both set in SOGO. However, Causeway Bay’s one is the highest income, Tsim Sha Tsui’s one is the lowest income of the shops. The Causeway Bay’s one is near to elevator, but the Tsim Sha Tsui’s one is far away for the elevator. And the flow of people of Causeway Bay must be greater. So the shop of Tsim Sha Tsui needs other shops to balance the rate.
Conclusion To conclude, Céu is an old brand in Hong Kong. Most of Hong Kong people know this brand. However, it is not good as before. Céu cannot just standing in the past, it should be move on. They can keep the old things, their own style. But they also can have new things, for example the style, a new style combine with a classic one. They should pay attention of the trend and follow it. Want to be a great brand, conversation with salesman is important. It is because they are the one who talk with the customers. They know the customers’ want and understand the market demands. A successful business needs to consider a lot, brand, story, product, price, location, customer, market, design, advertising, etc. If want to be best, please consider a lot.