Premium Essay

Bosideng London

In: Business and Management

Submitted By Yumikoze
Words 8954
Pages 36
Raffles College of Design and Commerce
Associated College of Shanghai

Marketing Strategy
003FM410
Yumiko Zhang | |
RCDC: 124FZG9584
Date of Submission: Week 10
November 5, 2012

Lecturer: Delphine L

Table of Content
Abstract…………………………………………………………………………….4
CHAPTERE 1 - External environment analysis………………………………..5 1. General environment (PESTGD)…………………………………………….6 2.1 Demographic……………………………………………………………………6
1.1.1 Population size……………………………………………………………7
1.1.2 Income distribution………………………………………………………9
1.1.3 Ethnic mix……………………………………………………………….10 2.2 Economic……………………………………………………………………...12 2.3 Political Legal Environment…………………………………………………..13
1.3.1 Taxation law……………………………………………………………..13
1.3.2 Labor law………………………………………………………………..13
1.3.3 Voluntary standards………………………………………………………14
1.4 Socio-cultural…………………………………………………………………..15
1.5 Technological…………………………………………………………………..17
1.6 Global………………………………………………………………………….18
2. Industry Analysis………………………………………………………………19
2.1 Industry Overview…………………………………………………………….19
2.2 Industry Growth Trends……………………………………………………….20
2.3 Porter’s 5 Forces………………………………………………………………21 2.3.1 Bargaining Power of Suppliers………………………………………….21 2.3.2 Bargaining Power of Buyers……………………….................................22 2.3.3 Threat of Substitute Products ……………………………………….23 2.3.4 Rivalry among Competing Firms……………………………………24 2.3.5 Threats of New Entrants…………………………………………….25 3. Consumer Market…………………………………………………………26 3.1 Market Segments (Consumer Profile)…………………………………….26 CHAPTERE 2 – Internal Analysis…………………………………………29 1. Company’s Overview (Introduction)……………………………………29 2. Resource Capabilities……………………………………………………30 2.1 Resource……………………………………………………………….30 2.1.1 Tangible Resources………………………………………………30 2.1.2 Intangible Resources……………………………………………..32...

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