...UNIVERSITY OF WALES LINGNAN INSTITUTE OF FURTHER EDUCATION BSC 107 MARKETING ESSENTIALS Ho Lee Fish Ball Company LAM Wing Sze (9686144) Content 1. Executive Summary | P.3 | 2. Background – Ho Lee Fish Ball | P.4 | 3.1 SWOT analysis | P.6 | 3.2 Strengths | P.6 | 3.3 Weaknesses | P.8 | 3.4 Opportunities | P.9 | 3.5 Threats | P.9 | 3. Marketing Mix | P.10 | 4. Recommendations | P.13 | 5. References | P.14 | Executive Summary Ho Lee Fish Ball is a small business which is operated by producing fish balls and selling fish balls since1950. The company was initially run as a family business, till today, Ho Lee has setup its own factory, and its products are mainly retailed to Yuen Long, Tin Shui Wai, Tuen Mun and Tai Po. Its target customers are mainly focus on middle level income. The company wants to expand its business into a new market and increase the profit and competitive advantages. However, due to the retail stores rent continuously increasing, it affected the company hardly to open another store in Hong Kong; some of the markets are lack of operators, so even have a store with reasonable price, it also have high risk to start the business in those markets, such as Mong Kok; Besides, the prices of fishes and other raw materials also increased the cost, because of over fishing and too many competitors, both had dropped with the quality and quantity of fishes. In this report, I found the...
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...113230006 Trương Thị Kim Ngân 1132300408 Nguyễn Phạm Quỳnh Trang 1132300117 CONTENT 1. Company profile ….………………………………………………………………. 3 * Executive Summary …………………………………………………………… 3 * Company Overview …………………………………………………………… 4 * Mission ………………………………………………………………………… 4 * Vision ……………………….…………………………………………………. 5 * Core Values ………………...…………………………………………………. 5 2. Goals and Objective ………………………….…………………………………... 6 3. SWOT Analysis ……………………………….………………………………….. 8 * Strength ………………….……………………………………………………. 8 * Weakness …………………………...…………………………………………. 8 * Opportunity …………………..……………………………………………… . 9 * Threat .................................................................................................................. 9 4. Competitive advantage …………………….……………………………………. 9 5. Competitor …………………….………………………………………………... 10 6. Conclusion ...……………….…………………………………………………… 11 7. References ………………………………………………………………………. 12 1. Company profile: Name: “Kawaii” Address: 789 Yersin Street, Thu Dau Mot City, Binh Duong province. Email: kawaiicoffee@gmail.com.vn Website: kawaiicoffee.vn Slogan: “See us, see differences” Logo Contact us: * Mobile: 0963 667 278 * Telephone: 06503 338 339 * Fax: 06503 338 339 * Executive Summary Coffee shop has become a common business in the world particularly in Vietnam over many years. People have though many kinds of coffee as well as services in order...
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...transparency, with a focus on developing appropriate structures, processes and frameworks. This is widely understood and helps to create a level playing field. But major financial failures over the past two years, such as that of Lehman Brothers, have shown that there are limits to what can be done to tighten checks and balances. A new emphasis on the behavioural aspects of governance is overdue. 3. Both models have their strengths and it is important to understand the benefits and drawbacks of each. CIMA’s model of boardroom leadership is useful in illustrating the importance of both behavioural and structural issues in achieving good governance. One particular area where both western and Asian models remain unduly weak is in creating a culture that allows people in authority to...
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...message to target audiences in more than one country, target audiences differ from country to country in terms of how they perceive or interpret symbols or stimuli, respond to humor or emotional appeals, as well as in levels of literacy and languages spoken. How the advertising function is organized also varies.Therefore,companies decentralize their budgets and placed in the hands of local subsidiaries, resulting in greater use of local advertising agencies.(Susan P. Douglas and C. Samuel Craig New York University).As the result of local advertising agencies, the advertising strategies are different for the multiple cultures and diverse religious believe to some extent, even these advertisements introduce the same productions. The region culture affects everything people do (Crewkerne Business park 2014). In the long process of development of advertising industry, culture had a close connection with almost every aspects when making advertisements such as communication style、colors、numbers、images and cultural values in advertising (Crewkerne Business...
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...PART 2 The Global Marketing Environment CHAPTER 2 The Global Economic Environment Case 2-1 The Global Economic Crisis I n his 1997 book One World, Ready or Not, William Greider described the United States as “the buyer of last resort.” Greider explained that, for many years, the United States was the only nation that was willing to absorb production surpluses exported by companies in Europe, Asia, and Latin America. Greider asked: “Who will buy the surpluses when the United States cannot?” The conventional wisdom has long held that strong spending by consumers in other nations would keep the world economy humming. However, by 2008, Greider’s question was taking on a new urgency and the conventional wisdom was being tested. An economic crisis that had its roots in lax subprime mortgage lending practices began to spread around the globe. In the United States, where the crisis began, economic misery was widespread: The housing market collapsed, real estate values plummeted, credit tightened, and job growth slowed (see Exhibit 2-1). As the price of oil passed the $100 per barrel benchmark, the average price of a gallon of gasoline rose to $4. American consumers were, indeed, less willing and less able to buy. However, the crisis was not confined to the United States alone. Consumer-goods exporters in Asia, which Exhibit 2-1: The bursting of the global real estate bubble was only one aspect of the worst recession in decades. The ripple effects from the economic...
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...EXECUTIVE SUMMARY Over the period, Vietnamese consumer foodservice is expected to maintain a healthy growth rate in terms of value, outlets and transactions. The higher living standards, busier lifestyles and higher disposable incomes, as well as the increasing influence of Western lifestyles and cuisine on Vietnamese culture, especially among the young, will be key factors supporting the growth of fast food. Furthermore, more newcomers, both international and local players, are predicted to enter the consumer foodservice industry in Vietnam. Chained players are likely to record a better performance than independent over the past few years. The main reason for this is that more people pay attention to service quality and food safety standards while chained operations are perceived in Vietnamese eyes as delivering better standards in this regard. Major cities such as Ho Chi Minh City and Hanoi will remain the centre of the fast food industry. KFC entered the Vietnamese in 12/1997 in Ho Chi Minh City. KFC is commonly known in Vietnam under the special name “Ga ran KFC” — a fast food restaurant chain serving the meals made from chicken, hamburgers and the most famous meal is fried chicken sandwiches, chicken pot pies, crispy chicken strips, wraps and salads. KFC is part of Yum! Brands, Inc., the world's largest restaurant company in terms of restaurant system, with more than 36,000 locations around the world. To this day, among big competitive brands, KFC is the market...
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...TOURISM MANAGEMENT Historical Tourism: A study in Malacca, Malaysia’s Historical City Due Date: 12/12/2011 Executive summary Historical tourism is an important component of the Malaysian economy as well as a significant source of its foreign exchange revenues. Few years ago, historical tourism does not seem like an important asset toward the development of tourism industry but yet, we cannot deny that historical tourism is a contributing part to the industry and also toward the economy now. Historical sites can be used to attract tourist and to increase number of visitors. It is a potential asset to improve Malaysia’s tourism development. Strategies that can be implemented by Tourism Promotion Division of Malacca for future such as increase historic preservation awareness towards some key persons and also citizens. They can help to maintain and expand the state-wide inventory of historic properties and develop improved access and comprehension of historic property’s inventory information and also to encourage respectful utilization of historic and cultural resources as a mean to achieve compatibility with sustainable tourism and economic revitalization. In addition, governments determine to promote cooperation and understanding between participants in the historic preservation review process. It gives a view of past activities that carry out by our ancestors. It connects us with the country. Historical places of a country represent a nation’s identity where it...
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...The current issue and full text archive of this journal is available at www.emeraldinsight.com/1756-669X.htm A standardised approach to the world? IKEA in China Ulf Johansson Department of Business Administration, Lund University, Lund, Sweden, and Standardised approach to the world 199 ˚ Asa Thelander Department of Communication Studies, Lund University, Helsingborg, Sweden Abstract Purpose – The purpose of this paper is to analyse the marketing strategy in China of the furnishing retailer IKEA in the context of standardisation and adaptation of marketing activities. IKEA’s strategy in China is compared to its corporate strategy throughout the rest of the world. Design/methodology/approach – The four P classifications are used as a framework to compare the central marketing strategies of IKEA with marketing strategies used in China. The paper builds on both primary and secondary data. Interviews with senior managers at IKEA are conducted and studies on business and retailing in China are used. Findings – The marketing strategies used by IKEA in China are found to be different from the standardised strategies it uses throughout the rest of the world. Several of the changed strategies are central to the business concept of IKEA. Research limitations/implications – The present paper shows the challenges for a standardised marketing concept and its implications. Originality/value – The paper provides, in the context of the standardisation and adaptation of marketing...
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...Standardized marketing strategies in retailing? IKEA’s marketing strategies in China, Sweden and the UK Steve Burt University of Stirling Department of Marketing, Institute for Retail Studies STIRLING FK9 4LA, Scotland, the UK. Ulf Johansson* *Contact author Department of Business Administration Lund University P. O. Box 7080 SE-220 07 Lund, Sweden e-mail:ulf.johansson@fek.lu.se Åsa Thelander Department of Communication Studies Lund Universitety, Campus Helsingborg, P O Box 882 SE-251 08 Helsingborg, Sweden Paper accepted for presentation at the 1st Nordic Retail and Wholesale Conference in Stockholm (Norrtälje), 6-7/11, 2008 Abstract IKEA is rumored to be a very standardized retailer, i.e., a certain set of marketing strategies is used that are the same around the world. This indeed sets IKEA, operating on markets in Europe, US as well as Asia and Australia, apart among international retailers. Often the theoretical conclusions in international marketing literature, as well as empirical evidence, argue convincingly for the more adaptation (to different markets) in different national markets. But is IKEA so standardized in marketing strategies? So far there are quite few, and very dated, empirical studies of IKEA marketing strategies (yet many refer to IKEA as having a standardized marketing strategy). Here marketing activites are conceptualized to concern: Merchandise - putting together an assortment of products (e.g., national and retailer brands, pricing and pricing...
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...Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montréal Toronto Delhi Mexico City São Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo Editor in Chief: Stephanie Wall Senior Acquisitions Editor: April Cole Editorial Project Manager: Claudia Fernandes Director of Marketing: Maggie Moylan Senior Marketing Manager: Nikki Ayana Jones Marketing Assistant: Gianna Sandri Senior Managing Editor: Judy Leale Production Project Manager: Kelly Warsak Senior Operations Supervisor: Arnold Vila Operations Specialist: Cathleen Petersen Creative Director: Blair Brown Senior Art Director: Kenny Beck Text Designer: LCI Design Cover Designer: LCI Design Cover Art: Svetoslav Iliev/Shutterstock.com Permission Specialist: Brooks Hill-Whilton Media Project Manager, Production: Lisa Rinaldi Senior Media Project Manager, Editorial: Denise Vaughn Full-Service Project Management and Composition: Integra Printer/Binder: RRD/Willard Cover Printer: Lehigh-Phoenix Color Text Font: 10/12, Times LT Std Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook appear on appropriate page within text. Copyright © 2013, 2010, 2008 Pearson Education, Inc., publishing as Prentice Hall, One Lake Street, Upper Saddle River, New Jersey 07458. All rights reserved. Manufactured in the United States of America. This publication is protected by Copyright, and permission should be obtained from the publisher...
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...mix activities – merchandise, location and store format, the selling and service environment, and market communication – within three countries. These countries – Sweden, the UK and China – represent different cultural settings and are markets in which IKEA has been operating for different lengths of time. The data upon which the comparison is based was generated from personal interviews, in-country consumer research, company documentation and third party commentaries. The conclusions drawn suggest that whilst IKEA operates a standardized concept, degrees of adaptation can be observed in customer facing elements, and in the supporting ‘back office’ processes which support these elements. These adaptations arise from differences in consumer cultures and the length of...
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...National Seminar on Innovations in Safety, Health and Environment 1 Agri Science Innovations Focus: Health, Safety and Environment Protection Prakash Apte Managing Director, Syngenta India Ltd. The problem before us today: Global Food production is the highest ever and quality and safety is better than ever before, yet 14 mio people die of starvation every year & 800 mio people are clinically malnourished! And by 2025 we will have more than 8 billion people to feed: Global population is expected to grow from 6.2 Bio to 8 Bio in 2025, while farmland available per capita is shrinking! Secure & sustainable supply of high quality food, particularly in the developing countries; is a basic requirement for continued human development! In India the situation is more acute: • During the last two decades of 20 th century, the population increased by 50% but food-producing land has shrunk by 5 %. Demand for healthier food is increasing with the growing awareness, but the farm land is being nibbled at to meet other economic needs e.g. urbanization & industrial infrastructure Advanced Agricultural Science can help: Agri science has made great progress over last 50 years. This has enabled us to keep pace with the growing needs of increasing population. However, in recent years Indian Agriculture has not kept pace with the technological progress in other sectors of economy. In a country where about 2/3 rd of population derives its livelihood either directly or indirectly from...
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...Licensed to: iChapters User Licensed to: iChapters User Organizational Behavior: Managing People and Organizations, Tenth Edition Ricky W. Griffin and Gregory Moorhead Vice President of Editorial, Business: Jack W. Calhoun Executive Editor: Scott Person Senior Developmental Editor: Julia Chase Editorial Assistant: Ruth Belanger Marketing Manager: Jonathan Monahan Senior Content Project Manager: Holly Henjum Media Editor: Rob Ellington Buyer: Arethea L. Thomas Marketing Communications Manager: Jim Overly Production Service: S4Carlisle Publishing Services Sr. Art Director: Tippy McIntosh Cover and Internal Design: Joe Devine, Red Hanger Design LLC Cover Image: © Eric Isselée, Shutterstock Rights Acquisitions Specialist/Images: John Hill © 2012, 2010 South-Western, Cengage Learning ALL RIGHTS RESERVED. No part of this work covered by the copyright herein may be reproduced, transmitted, stored, or used in any form or by any means graphic, electronic, or mechanical, including but not limited to photocopying, recording, scanning, digitizing, taping, web distribution, information networks, or information storage and retrieval systems, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without the prior written permission of the publisher. For product information and technology assistance, contact us at Cengage Learning Customer & Sales Support, 1-800-354-9706 For permission to use material from this text or product, submit all requests online...
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...to develop. Grant Thornton Vietnam has prepared this guide to assist those interested in doing business in Vietnam. This guide does not cover the subject exhaustively. However, it is intended to answer some of the more important questions that may arise. When specific problems occur in practice, it will often be necessary to refer to the laws and regulations of Vietnam and to obtain the appropriate professional advice. This guide contains only brief notes and includes legislation in force as of 28 January 2013. We hope this guide helps you in learning about and understanding business in Vietnam. Should you require professional assistance we will be only too willing to meet you to see if we can help. Page 3 of 52 Country profile Summary Vietnam is a rapidly developing country with a dynamic and emerging market economy. Located in South East Asia, the country has positioned itself as a focal point for investment, boasting an average annual GDP growth rate of 6.7% over the...
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...Kim Anh s3410200 Dang Ngoc Bao s3445804 Truong Thi Phuong Duyen s3446035 Le Ngoc Giang s3446610 Le Phuong Nghi s3445860 To Thi Thanh Trang s3446628 MARKETING COMMUNICATION IMC PLAN MARKETING COMMUNICATION IMC PLAN Table of Contents Stage 1 I. Situation Analysis 1 1. 4Ps Overview: 1 2. Target Audience: 2 3. SWOT Analysis: 3 4. Competitive Frame: 4 II. Communication Objectives 5 III. Communication Budget 6 Stage 2 I. IMC Program 6 1. Advertising: 6 2. Consumer-Oriented Promotion: 11 3. Event Marketing and Sponsorships: 12 4. Marketing-Oriented Public Relations and Publicity: 13 II. Evaluation and Control 15 1. Evaluation: 15 2. Control: 16 Executive Summary Since 2007, Pizza Hut has made a name for itself in Vietnam's booming market for fast food despite the industry’s increasingly competitive tendencies. With 40 locations scattered in cities across the country, Pizza Hut aims to reach the active and young urbanites, who are looking for more value and are attracted to the brand because of its proposition “Pizza and More”. Indeed, in addition to the company’s vast culinary offerings, Pizza Hut is constantly refreshing its seasonal menus in order to keep up with current events and demands, while simultaneously engaging the customers in more than just a dining experience. After analysing the current situation, this report will present an integrated marketing campaign featuring a Brazilian...
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