Marketing Report 27_04

Marketing Report 27_04 - FB2601 Marketing Course Marketing...

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FB2601 Marketing Course Marketing Plan – Fortress S03 Group 5 Prepared by Chan Wai Ling, Zoie 51821489 Ho Chi Wa, Jason 51190884 Lee Sze Yin, Timothy 51435230 Pung Man Kit, Kit 51462279 Tam Lai Ping, Apple 51161540 Tang Ka Yi, Kelly 51197861 Tse Yiu Chung,Chung 51805975 Tsang Yuk Fai, Terry 51478382 Submitted by: 28/4/2010 i
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Word Count: 5,000 ii
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Table of Content 1. EXECUTIVE SUMMARY …………………………………………………. .… P.2 2. COMPANY BACKGROUND ………………………………………………. .P.3 3. SITUATION ANALYSIS ………………………………………………………. .. 3.1 Marco-environmental Analysis. ....................................................................... P.4 3.2 Consumer Review. .…. .…………. .…………….…………………………….P.7 3.3 Company Review…. .…………. .…………….……………………………. .P.10 3.4 Current 4Ps.…….….…………. .………. ..….………………………………P.12 3.5 Competitors Review. .…………. .…………….……………………………. .P.13 4. RECOMMENDATIONS……………………………………. .…………………… 4.1 Segmentation and Targeting…………………………………………………. . 4.1.1 Home AV Appliances…………………………………………………………P.15 4.1.2 Digital and Electronic Products…………………. .…………………………. .P.17 4.1.3 Positioning Statement………………………………………………. ..……. ..... P.18 4.2 Marketing Objectives…………………………………………………. .. …….P.18 4.3 Marketing Mix Programs (4Ps)………………….………………………………. 4.3.1 Product………………………. . ………………………………………………. ...P.19 4.3.2 Price…………………………………. ..…………. ..…………………………… P.20 4.3.3 Place…………………………………………. .………………………………. ..P.20 4.3.4 Promotion………………………………………….…. ..……………………….P.21 4.4 Marketing Calendar……….……………………………………. . …………. ..P.26 iii
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4 Marketing Report – Fortress 1. Executive Summary This is a marketing proposal aiming to help Fortress to further secure its sales in Hong Kong through marketing analysis and strategies. The report first summarized the situation Fortress is facing and the review about the company, competitors and consumers. Generally, Fortress has been facing a competitive environment from all the long-term players in electronic and home appliances industry but its competitive advantage and special nature may help it sustain market share in the years to come. The report also includes recommendations for Fortress. The recommendations were
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This note was uploaded on 06/23/2010 for the course NKT FB2601 taught by Professor Gordon during the Spring '10 term at Howard College.

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Marketing Report 27_04 - FB2601 Marketing Course Marketing...

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