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有关奢侈品的marketing论文
UTS: BUSINESS
SCHOOL OF MARKETING
Student names/student numbers: Andrea Demichelis - Daniel Godsk - Tony Jo - Isabella Sugani - Subject: 24734 – Marketing Management Subject Co-ordinator: Dr Bruce Perrott Seminar Leader Ian McDonald Report title: “The Lush Metcentre Marketing Plan” Workshop day/time: Wednesdays - 1800 Session: Autumn Semester 2009 Marketing Plan due date: May 20, 2009
1.0 Index……………………………………………………………………………………... 2 2.0 Executive Summary……………………………………………… 4
3.0 Situation Analysis……………………………………………… 5
3.1 Key P, L, E, C, S, T factors affecting product/service………………….. 5
3.2 Other important ‘environment’ issues ……………………………………. 8
3.3 Market segment structure / analysis………………………………………. 8
3.3.1 Size…………………………………………………………………….. 12
3.3.2 Buyer criteria…………………………………………………………. 13
3.3.3 Trends / Forecasts………………………………………………….. 18
3.3.4 Key competitor assessment………………………………………. 20
3.3.5 Analysis of key competitor assessment………………………… 27
3.4 Assessment of firm’s experience / expertise……………………………. 28
4.0 SWOT Analysis………………………………………………………………………….. 30
4.1 Strengths / Weaknesses (weighted)…………………………………… 31
4.2 Opportunities / Threats (weighted)………………………………………… 33
4.3 Implications of SWOT……………………………….……………………….. 33
4.3.1 Strengths aligned with opportunities……………………………. 34
4.3.2 Weaknesses aligned with threats………………………………… 39
4.3.3 SWOT analysis conclusions………………………………………. 42
5.0 Strategy Evaluation…………………………………………………………………….. 43
5.1 What is the basis of hoe the firm will compete………………………….. 43
5.2 How can this offer be built, delivered, managed………………………… 44
5.3 Positioning issues / options………………………………………………… 48
6.0 Distribution channel…………………………...………………………………………. 52
6.1 What existing channels does the firm use……………………………..… 52
6.2 Are there any new options? 56
6.3 What overall mix do you recommend and why………………………….. 63
7.0 Business Objectives…………………………………………………………………… 66
7.1 Finan
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