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Bigstore企业在领域内调查分析报告作业

1. Executive Summary执行摘要
本报告的营销策略是对市场进行了简短的调查。分析当前的市场营销组合4P模型部署。采用五力模型来评估公司的竞争地位,并检可以为市场的发展提供建议以应对激烈的竞争和销售保持快速增长。
This report conducts a brief investigation on the marketing strategy. 4P model is deployed to analysis the current marketing mix. The Five Forces model is employed to evaluate the company’s competitive position and detects an increasingly furious competition in this market segment. Some recommendations are given in order to cope with intense competitiveness and maintain the rapid growth in sales.
Bigstore是在行业的最响亮的名字之一,它成立于1963年。
Bigstore is one of the most famous names in the industry and has grown steadily since it was established in 1963.
因此可以在所在领域之中享受合理的市场份额,但是在市场内并没有有名的人物。
Consequently, it enjoys reasonable market shares in all segments but there is no market sector where it is the number one player.
2. Business mission企业使命
在Bigstore的“最佳选择”的旗帜下,在各个细分市场竞争以及特定的阶段内,在所有领域享有合理的市场份额的市场部门之中预计在未来将享有领先地位。
Bigstore competes in all market segments under the “best choice” banner and is not focused on any particular segments. Now it enjoys reasonable market shares in all segments but it will enjoy a leading position in some market sector in the future.
3. External Marketing Audit外部营销审计
Macro environment宏观环境
The PESTLE analysis details the main macro-environmental trends affecting the retailing industry. Of these, the economic crisis is the most pressing current issue but in the longer term, price and products advancements remain central to the industry’s progression. More international cultural exchange will accelerate the development of the retailing market.
The Market Competition( 4M’s: Marketing, Money, Men, Meachine/ Enviorment)
As the retailing industry is growing rapidly, although the competition has been intense, there are still a number of potential entrants because of low barriers to entry this industry (Jobber, D. , 2007).
The Big Five Supermarkets, which is  dominate the UK market and together make up half of the total market. The decisions of these key players have a large impact on the UK shopping experience.
Like all the players, their overall Return on Sales (ROS) is running at about 16%. However, they are making 17% on Fresh Food and Frozen Food and 15% on Kitchen Cupboard and Drinks.
4. Internal Marketing Audit

5. SWOT Analysis
Strength
Very high brand recognition and reputationfocus on research and developmentoutstanding marketing features
High product gross margins


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