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Published bySteven Chapman Modified over 9 years ago
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Group Member: Alan Hsu Arthur Lam David Lai Louis Wong Wei Chung Ma
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Content Introduction Market Research SWOT Analysis Market Segmentation, Targeting, Positioning Implementation of the marketing plan Product, Pricing, Place, Promotion Additional components of services marketing Relationship Marketing Contingency plan
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Market Research Competitors Target customers Multi-branding Use of information technology
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Market Research: Target customers Target customer of the competitors: High-income group Not exist Multinational Taste, Citysuper, Log-on General public Parknshop, Welcome, China Resources Vanguard
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Market Research: Multi- branding Competitors with multi-brands Taste + Parknshop Log-on + Citysuper
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Market Research: Use of I.T. Supermarket exists in the market have their own homepages Implementation of the element of relationship marketing Allow different kinds of payment Provide customers with an online-shopping platform
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SWOT Analysis: Strength Strengths Clear market segmentation e.g. Multinational/ General/ High Income Multinational bulk purchase/ specific/ convenience Using of IT enhances efficiency No competitor highly specialized in the market of multinational / high-income group market
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SWOT Analysis: Weaknesses Weaknesses: Supermarket target in multinational / high income may not be popular Cost maybe higher (e.g. explore fee) Lower degree of specialization
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SWOT Analysis: Opportunities Opportunities: Huge profits from exploring a new market Freshness to customers with our entry to this oligopoly market
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SWOT Analysis: Threats Threats: Market saturated (General market) Financial crisis will have destructive impact on “Sky”
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Market Segmentation Demographic segmentation Income Psychographic Segmentation Lifestyle
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Targeting market WE WANT TO TARGET AT EACH AND EVERY SINGLE MARKET!!!!!!
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Positioning: Objectives Be attending to each and every customers Be a multi-branded supermarket Be keeping abreast with the trend of E-commerce
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SKY: Positioning Be a peerless high-classed supermarket Be excelled in terms of product quality
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Earth: Positioning Be a supermarket specialized in selling diversified, multinational products Be able to let foreigners in Hong Kong buy products from their hometowns
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Human: Positioning Be a conventional supermarket Be an complement for “SKY” and “Earth”
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Implementation of the marketing plan: Product For physical product: Convenience goods Shopping goods SKY selling high-quality products For example, Wagyu beef Earth selling multinational products
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Implementation of the marketing plan: Product For augmented products: Implementation of information technology Online-shopping Self-servicing payment Cooking service Restaurant stick to each supermarket outlet Some dishes are not offered High degree of customized service
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Implementation of the marketing plan: Place ExclusiveSelectiveIntensive
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Implementation of the marketing plan: Place SKY: Districts where high-income groups are gathered E.g, IFC, Elements
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Implementation of the marketing plan: Place Earth: Districts where foreigners are gathered E.g. Tsimshatsui, Causeway bay, Admiralty Human: Wide coverage
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Implementation of the marketing plan: Pricing Skimming Penetrative Buyer-basedCost-based Competitor- based
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Implementation of the marketing plan: Pricing Sky: Buyer-based pricing Reason: No close substitute. Buyers’ price sensitivity is low. Benefit: High mark-up.
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Implementation of the marketing plan: Pricing Earth: Cost-based pricing Reason: No strong competitor existing in the market. Hard to define the income level of target customers. Benefit: Price reasonable to buyers.
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Implementation of the marketing plan: Pricing Human: Competitor-based Reason: Intense competition. Customers are price-sensitive. Benefit: Easier to get into the market.
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Promotion Advertising TargetMeansTiming High Income group Newspaper- Normal income group Television1800- 2000 People with a desire for multinational goods Television2000- 2200
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Additional component of services marking ProcessPhysical Evidence People MIS orderWooden designExperienced Chief MIS orderSimple interior design Multi- national chief MIS orderDifferent styles of design -
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Relationship Marketing Rebate Programme: - $5 cash coupon rebated on every $100 purchase - Retain customers in a long run Delivery service: - guaranteed delivery within 24 hours to door
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Relationship Marketing Discount programme (joint with credit card) - offer 10% / 5% discount for certain credit card holders e.g. i) A.E. Platinum & Centurion card holders in SKY ii) HSBC, Hang Seng Bank for Human & Earth
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Relationship Marketing Feedback System: - install a machine with buttons of “Satisfaction” and “Dissatisfaction” in front of each cashier - fill out questionnaire, and get cash coupons as complements
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Recommendations Jan 10’ - launch of Earth and Human - enough time to prepare - to make sure all I.T. system is workable - to see any possible modification can be applied to SKY.
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Recommendations Sept 10’ - launch of SKY - to allow time for economic recovery - to allow time for resources allocation
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Contingency Plan Cooked food outlet to restaurants Shut down some outlets of Earth and SKY, and turn the remaining outlets to Human. Sell the whole business to potential buyers
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THE END
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