- Title
- A Retail Marketing Plan of a beauty manufacturer - Beauty Velode International Limited
- Creator
- Kwong, S.
- Subject
- Competitive advantage, Marketing plan, Value chain, Skincare product
- Date
- 2018
- Type
- Thesis
- Identifier
- http://hdl.handle.net/10004/102979, vital:4836, valet-20190219-153326
- Description
- The purpose of the paper is to evaluate the capabilities of Beauty Velode International Limited against the macro and micro environmental factors to identify the challenges that impact its marketing plan through Jobber’s marketing planning process. The paper will address the competitive advantages for penetrating the competitive skincare industry in Hong Kong. The paper was used primary and secondary data. Primary data was done through questionnaire and interview. Questionnaire was collected and explored the target consumer behaviour in Hong Kong. Interview was conducted to the owner of the company to understand the capabilities of the company. Secondary data was applied through Industry reports, government reports, and academic sources (journals) to obtain the information for exploring the research area. The company has a good value chain in production aspect that gives a good support to react the market needs quickly in manufacturing terms and which the competitors are not easy to follow. In addition, although the skincare industry in Hong Kong is very competitive, the macro environmental factors are positive for the company to penetrate with its existing products. However, the company is lack of retail experience. A strategic alliance and private consultant with pharmacist are proposed to improve the competitive advantage to complete the full value chain.
- Contributor
- Gruszynski, Dr. D.
- Publisher
- Faculty of Management and Law, Business Administration
- Language
- EN
- Relation
- No
- Rights
- © 2019 University of Bradford. All rights reserved
- Full Text
- Hits: 745
- Visitors: 1169
- Downloads: 600
Collections
Masters Dissertations
| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details Download | ATTACHMENT01 | Kwong, S.pdf | 806 KB | Adobe Acrobat PDF | View Details Download |