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Executive Summary: - Reason Choose It, Details of The Background, Previous Financial Performance

The document provides an executive summary of a company's background, market strategy, and critical issues. It discusses the company's situation analysis, SWOT analysis, market needs, segmentation, targeting, differentiation, positioning, and marketing mix. The document also covers projected financial statements and performance controls.

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AHLEE
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27 views2 pages

Executive Summary: - Reason Choose It, Details of The Background, Previous Financial Performance

The document provides an executive summary of a company's background, market strategy, and critical issues. It discusses the company's situation analysis, SWOT analysis, market needs, segmentation, targeting, differentiation, positioning, and marketing mix. The document also covers projected financial statements and performance controls.

Uploaded by

AHLEE
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Executive Summary - Briefly history, background, market strategy and critical issue

Introduction
-reason choose it, details of the background, previous financial performance

Situation analysis - Corporate Identified System(CIS)- increase satisfaction Mission-Quality, Visual-Apple green, Behavior Identity-distinguish by FEEL IT, TEST IT policy. - Swot analysis- (strength, weaknesses, opportunities & threat) -competitor (aifa, besides parkson,) Market strategy - Market needs and trends- questionnaire - Market description- analysis from questionnaire - Segmentation and targeting Segmentation- geographic(area), demographic(size, structure and distribution of population), psychographic(personality, value, interest, lifestyle), economic, social(culture) Targeting- service installment - Differentiation & positioning Differentiation- service Positioning- installment with low interest rate or free interest rate

Marketing Mix Product- service after sells, warranty + delivery Pricing- credit term by installment PlacePromotion- advertising, incentives, membership- offer/discount, redeem point, public relation, direct marketing

Critical issue and environmental factors -factor affect SenQ- lack of facilities, higher cost, transport Projected financial statements -income statement -financial position - Financial and forecast Performance and control Sources and appendix

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