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Shanghai Tang

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Submitted By jk100
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MKTG 1199

MARKETING PRINCIPLES

KOH SHAOXUAN JEREMY 3348551
CHUA ZHEN QIANG 3348427
ZALIKHA BTE ZANUDIN 3348751
LOKE JIE YING ANGELA 3348602

Table of Contents

Introduction 2

Section A for question 1 4 Type chapter title (level 2) 5 Strength, Weakness, Opportunities, Threat (SWOT) Analysis 6

Section B for question 2 4 Product/Market Expansion Grid 5 Product/Market Expansion Grid Cont’ 6

Section C for question 3 4 Demographic characteristics 5 Perceptual Map 5 Integrated Marketing Communication (IMC) 6

Conclusion 4

References 4

Introduction

Executive Summary
The initial part of the report compares Shanghai Tang with 2 others luxury ready-to-wear brands in the western market, namely Chanel and Dior. It discusses the demographic and cultural environmental forces faced by Shanghai Tang when competing with other luxury ready-to-wear brand in the western market followed by a SWOT (Strengths Weaknesses Opportunities and Threats) analysis to identify both the internal environment (strengths and weaknesses) and external environment (opportunities and threats) that Shanghai Tang is facing. Through the SWOT analysis, we came up with a recommendation to either defend or expand Shanghai Tang’s market position.

Secondly, a product expansion grid was used to discuss the possible strategies Shanghai Tang can adopt for expansion. The product expansion grid was also used to determine business growth opportunities. It consists of four quadrants, each representing one strategy. The four strategies are Market Penetration Strategy, Market Development Strategy, Product Development Strategy and Diversification.

The last section of the report identifies Shanghai Tang’s current

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