C6 Marketing Management Essay Example | Topics and Well Written Essays - 3000 words

C6 Marketing Management - Essay ExampleASWs feast of action is formulated and analyzed as per the mart situation. In the Marketing Strategy section, the target market is discussed and recommendations of introducing an exclusive web portal for the customers on which they can place orders from their homes and pick it up as per their convenience. For this, ASW impart need a strong technological backing in order to execute this plan. Alongside this, ASW must(prenominal) open to a greater extent stores in the format of High Street supermarkets because the company experienced lagging gross sales in the winter because of the snow where people could not access the stores. The report also gauges the campaigns financial feasibility with a tentative budget. All in all, the campaign would prove to be a success because of its appealing idea of convenience to the customers for which they are even willing to pay a short(p) extra. TABLE OF CONTENTS TABLE OF CONTENTS 2 INTRODUCTION 3 SITUATION digest 3 Analysis of the Industry 5 Competitor Analysis 6 Target Market 6 pit Positioning for ASW 7 (Hong Kong Retail Management Association. 2010) 8 Retail Marketing Strategy 8 crossway 8 Price 9 Place 10 Promotion 10 FINANCIAL PLAN 11 EXECUTING THE PLAN 12 IDENTIFYING RISKS 13 CONCLUSION 14 REFERENCES 16 INTRODUCTION ASW was officially prove in 1828 and has now grown into a global giant with presence in 33 countries and more than 9000 stores worldwide. Since its establishment, ASW has grown from just a food and grocery seller to a manufacturer as puff up and has added non-food merchandise into its merchandising mix. The company employs a workforce of about 98,000 people across the globe open out in the markets of the UK, Europe and Asia (aswatson.com, 2011). ASWs strategy is to strengthen its assortment in the category of non-food items march on and bring it up to the level of its food category. It is also to illuminate its presence in global markets on board global giants. One of the companys strengths is its ability to connect with the community in which it operates. This ability has guide it to growth in the international markets because ASW tailors itself according to the needs of its customers. Besides this, ASW usually uses the Joint Venture means of entry into international markets which minimizes risks and compliments the companys strategy of localizing according to different markets (baltictimes.com, 2004). SITUATION ANALYSIS According to the Hong Kong Retail Management Association, the regulatory body of the Hong Kong retail industry states that there are nearly 60,000 retail businesses in all in the industry, including food, non-food, round-the-corner store, multi-channel, small and large retailers. The retail industry records a derangement of HKD 300.03 billion hence contributing 87% to the total GDP. (Business Monitor International, 2010) This organized retail industry consists of a few major players with ASW being the leader. It face s competition from giants such namely Harvey Nichols, Lane Crawford, Sogo, Seibu, AEON, UNY, Wing On etc (Chine-HongKong-travelguide.com, 2010). later the global financial turmoil, the Hong Kong economy is slowly on its way to recovery. As far as the retail environment is concerned, despite the economic slowdown in the year 2007, the industry has shown growth and the industry has registered increases in sales in the year 2010 (Business Monitor International, 2010). Besides that, the industry is expected to experience