Amelia_Liang（修改合格版）资料.docx

Business report PAGE 1 Business report Business Report ——Kristal Water 梁恩慧 孔义 耿晗霄 黄嘉友 2014/5/13  Abstract：The company, named HFDP, had mediocre sales performance, low market share and poor reputation owing to unreasonable price, wrong market position, packaging, promotion and so on in the past. This report focuses on the targeted recommendations to restore the customers and the market, increase market share and reputation of the company Catalogue TOC \o 1-3 \h \z \u I、 Introduction 2 1. Purpose scope: 2 2. Background： 2 3. Assumptions: 2 4. Outline main argument and structure： 2 II、 Discussion Findings: 2 1. Problems: 2 2. Causes: 3 III、 Conclusions: 4 IV、 Recommendations: 4 V、 Forecast: 5 VI、 Summary： 6 Introduction Purpose scope: To analyze what changes need to be made to relaunch the products and restore the customers and the market, increase market share and reputation of HFDP in California, US Background： Kristal is a bottled-water brand, which sold in clear glass bottles, in 1-litre sizes, price at $3. Sales of it were 60% below forecast, and very few people knew it. Therefore, it’s crucial to find out the reasons for the failure and make changes accordingly so as to relaunch the products. Assumptions: It has been assumed that such changes will be made: Capacity will be reduced to 600ml; Price will be reduced in a reasonable range; The products will be sold in supermarkets and convenience stores in addition to health food store; It will be advertised on TV, magazines etc. Outline main argument and structure： This report will deeply analyze the reason of sales failure, draw the corresponding conclusion, and put forward the measures of feasibility. Finally, we’ll determine the effectiveness in accordance with the recommendations of reposition Discussion Findings: Problems: Sales were 60% below forecast Very few people knew it, and it has not formed the brand core value Packaging designation is unreasonable and inconve