Group Member: Alan Hsu
Arthur LamDavid Lai
Louis WongWei Chung Ma
ContentIntroductionMarket ResearchSWOT AnalysisMarket Segmentation, Targeting, PositioningImplementation of the marketing plan
Product, Pricing, Place, PromotionAdditional components of services marketing
Relationship MarketingContingency plan
Market ResearchCompetitors
Target customersMulti-brandingUse of information technology
Market Research: Target customersTarget customer of the competitors:
High-income group Not exist
Multinational Taste, Citysuper, Log-on
General public Parknshop, Welcome, China Resources Vanguard
Market Research: Multi-brandingCompetitors with multi-brands
Taste + ParknshopLog-on + Citysuper
Market Research: Use of I.T.Supermarket exists in the market have their
own homepagesImplementation of the element of relationship
marketingAllow different kinds of paymentProvide customers with an online-shopping
platform
SWOT Analysis: StrengthStrengths
Clear market segmentation e.g. Multinational/ General/ High Income
Multinational bulk purchase/ specific/ convenience
Using of IT enhances efficiencyNo competitor highly specialized in the market
of multinational / high-income group market
SWOT Analysis: WeaknessesWeaknesses:
Supermarket target in multinational / high income may not be popular
Cost maybe higher (e.g. explore fee)Lower degree of specialization
SWOT Analysis: OpportunitiesOpportunities:
Huge profits from exploring a new marketFreshness to customers with our entry to this
oligopoly market
SWOT Analysis: ThreatsThreats:
Market saturated (General market)Financial crisis will have destructive impact on
“Sky”
Market SegmentationDemographic segmentation
Income
Psychographic SegmentationLifestyle
Targeting marketWE WANT TO TARGET AT EACH AND EVERY SINGLE MARKET!!!!!!
Positioning: ObjectivesBe attending to each and every customersBe a multi-branded supermarket Be keeping abreast with the trend of E-
commerce
SKY: PositioningBe a peerless high-classed supermarketBe excelled in terms of product quality
Earth: PositioningBe a supermarket specialized in selling
diversified, multinational productsBe able to let foreigners in Hong Kong buy
products from their hometowns
Human: PositioningBe a conventional supermarketBe an complement for “SKY” and “Earth”
Implementation of the marketing plan: ProductFor physical product:
Convenience goodsShopping goods
SKY selling high-quality products For example, Wagyu beef
Earth selling multinational products
Implementation of the marketing plan: ProductFor 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
Implementation of the marketing plan: Place
Exclusive
Selective
Intensive
Implementation of the marketing plan: Place
SKY:Districts where high-income groups are
gathered E.g, IFC, Elements
Implementation of the marketing plan: PlaceEarth:
Districts where foreigners are gathered E.g. Tsimshatsui, Causeway bay, Admiralty
Human:Wide coverage
Implementation of the marketing plan: Pricing
Skimming Skimming Penetrative
Buyer-based Cost-basedCompetitor-
based
Implementation of the marketing plan: PricingSky: Buyer-based pricing
Reason: No close substitute. Buyers’ price sensitivity is low.
Benefit: High mark-up.
Implementation of the marketing plan: PricingEarth: 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.
Implementation of the marketing plan: PricingHuman: Competitor-based
Reason: Intense competition. Customers are price-sensitive.
Benefit: Easier to get into the market.
PromotionAdvertising
Target Means Timing
High Income
group
Newspaper -
Normal income group
Television 1800-2000
People with a desire for multinational goods
Television 2000-2200
Additional component of services marking
Process Physical
Evidence
People
MIS order Wooden design Experienced Chief
MIS order Simple interior design
Multi-national chief
MIS order Different styles of design
-
Relationship MarketingRebate Programme:
- $5 cash coupon rebated on every $100 purchase
- Retain customers in a long run
Delivery service:
- guaranteed delivery within 24 hours to door
Relationship MarketingDiscount 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
Relationship MarketingFeedback System:
- install a machine with buttons of “Satisfaction” and “Dissatisfaction” in front of each cashier
- fill out questionnaire, and get cash coupons as complements
RecommendationsJan 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.
RecommendationsSept 10’
- launch of SKY- to allow time for economic recovery- to allow time for resources allocation
Contingency PlanCooked 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
THE END
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