Fundamentals of Marketing CA1Popular Holdings LtdContent PageNoItemsPage1Company Description1.1History of Popular1.2Nature of Business1.3Successes of Popular2Strategic Focus and Plan (Three Aspects of Corporate Strategy)2.1Company Mission2.2Company Objectives or Goals2.3Core Competencies and Competitive Advantage3Marketing Situation Analysis3.1Industry Analysis3.2Competitor Analysis3.3SWOT Analysis3.4Customer Analysis4ConclusionReferencesAppendix0
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Fundamentals of Marketing CA11Company Description 1.1HistoryofPopularIn 1924, Founder, Chou Sing Chu started the Cheng Hing Company in Tanjong Pagar area to distribute Chinese language books and magazines. In 1930, He incorporated the World Book Company as a book distributor and publisher, and opened the first Popular book shop in North BridgeRoad in 1936 but World War II halted expansion plans. After the war, Chou anticipated that the supplyof Chinese language books from China would be interrupted. Therefore in 1949, he incorporated the World Publishing Company in Hong Kong to publish books for the Asian market. Popular then moved into textbook publishing and began setting up in Malaysia and Hong Kong and slowly across the market in Asia. Subsequently more developments ensue. As of now popular has 165 retail outlets in Malaysia, Singapore and Hong Kong. Chua, A. (2010) (Appendix 1)1.2 Nature of BusinessPopular Holdings mainly operates through 3 core segments. Retail & distribution, Publishing, E-Learning & property development. Popular does retail and distributions of textbooks, supplementary materials, books, office supplies, stationeries, CD albums and gifts with 27 retail stores in Singapore, educational-focused bookshops in schools and colleges and recent set up of a new lifestyle concept stationeries store,” Urbanwrite” in 2009. They also engage in e-commerce mainly one of it retails office supplies (Office Solutions), and the other for retail of books and textbooks only (Popular.com.sg), providing delivery to customer’s stated address. Under Publishing and E-Learning, Popular also does publishing and wholesaling of assessments books and textbooks with many publishing subsidiaries under them locally and internationally (Table 2) (Appendix 2). They incorporated Popular e-Learning Holdings Pte Ltd (PeLH) in 2001 providing e-learning products, software development and online services, integrating the use of IT into the curriculum. Popular Holdings is also involved in property development and real estate investment activities. Marketline (2014). Through all of these activities, they have raked in an overall turnover of $551.8 million in 2
Fundamentals of Marketing CA1financial year 2014 which is $27.7 million more than 2013’s turnover of $524.2 million. (Annual Report2014)(Appendix 3)1.3 Successes of PopularSuccessesEvidencePopular has forged the ever long lasting customer relationship in their retail and distribution business which goes beyond generations. This is a recognition of thePOPULAR brand and its leadership position in the book retail scene.