love forever companymarketing plangroup2Word下载.docx
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love forever companymarketing plangroup2Word下载.docx
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2.1MarketSummary------------------------------------------------------------------------2
2.2SWOTAnalysis-------------------------------------------------------------------------4
2.3CompetitorandCompetition--------------------------------------------------------6
2.4Services------------------------------------------------------------------------------------7
2.5KeystoSuccess--------------------------------------------------------------------------8
2.6CriticalIssues-----------------------------------------------------------------------------8
2.7Macroenvironment-------------------------------------------------------------------------9
3.0MarketingStrategy----------------------------------------------10
3.1Mission-----------------------------------------------------------------------------------10
3.2Objectives--------------------------------------------------------------------------------10
3.3TargetMarketing------------------------------------------------------------------------11
3.4Positioning-------------------------------------------------------------------------------12
3.5MarketingMix---------------------------------------------------------------------------12
3.6MarketingResearch---------------------------------------------------------------------14
4.0Financials,Budgets,andForecasts--------------------------14
4.1Break-evenAnalysis-----------------------------------------------------------------------15
4.2SalesorserviceForecast--------------------------------------------------------------16
4.3ExpenseForecast---------------------------------------------------------------------------17
4.4LinkingSalesandExpensestoStrategy-------------------------------------------------18
4.5ContributionMargin------------------------------------------------------------------------19
4.6fiscalyear------------------------------------------------------------------------------------21
4.7balancesheet--------------------------------------------------------------------------------22
5.0Controls-----------------------------------------------------------24
5.1ImplementationMilestones------------------------------------------------------------24
5.2MarketingOrganization-------------------------------------------------------------------25
5.3ContingencyPlanning---------------------------------------------------------------------26
LoveForeverWeddingCompany
1.0ExecutiveSummary
LoveforeverWeddingCompanyisaweddingplanningcompanythatcatererstolocalclientsgettingmarried.ThecompanyconsistsofagroupofsixinvestorsandwillbebasedinthecentreofTianheDistrictinGuangzhou,China;
ourcompanywillbegintooperateinJanuaryof2011.Andourcompanyisuniqueinthatwegiveourclientsourundividedattention.Welistentotheirneedsandworkwiththemtocreatetheeventoftheirdreams.Ourclients'
wishesbecomeourcommands.SowhetherourclientwantsaChinese,American,Japaneseormorefashionweddings,wecanhelp.OurclientsaremainlyresidentsofthecityofGuangzhou.OurmarketfocusonGuangdongProvince.Theywillbefromdifferentdemographicshowevermoretowardtheaffluentsociety.Ourservicesincludecompleteweddingpreparation,ceremony,film&
video,reception,honeymoontravelifneeded,etc
2.0SituationAnalysis
2.1MarketSummary
⒈Thereisagreatweddingdemand.
ChineseMinistryofCivilAffairsstatisticsshowedthatChinahadnearly10millionpairsofcouplesgotmarriedeveryyear.Nearly500billionYuanwasproducedfrommarriage.
⒉Thetotalmarketsupplyofmarriagewasexpandedinrecentyears.
AccordingtoChinaWeddingExpo’sresearch,thereare276registrationsofweddingservicecompanyattheendof2005andatleastdoubledin2006.Sincethefirstweddingcompanywasestablishedin1993,Chinahasbeengraduallyformedtheweddingindustrytobeabigmarket.
⒊TherearemanyweddingcompaniesinChina,buttheyareallsmall-scale,andtheweddingindustryleaderisnotappearyet.
Accordingtoasurvey,62.9%ofpeoplethinktheirmarriagesneedweddingceremony.Ourmainweddingindustrybusinessissmallbutgrowveryfast.Accordingtoincompletestatistics,varioustypesofphotographybusinessinChinahasmorethan450,000.Andtherearemorethan6millionemployeesworkinginweddingcompanies.SomeexpertsbelievethatweddingbusinessesinChinaarestillveryweakandscattered.Theindustryleadershavenotyetemerged.
⒋Weddingcompaniesdonotoperateinscaleanditsserviceisnarrow.
Weddingindustrymarketisgreat,buthasnotformedtheindustrychain.Andnottomentionthesizeandbrandmanagementservicesofweddingindustry.Besides,thereexistsalotofcrisisinServicequalityandservicelevel.AnditsnarrowservicesareDifficulttomeetthediversityoffashion,personalservice.
⒌Thechangeofsocialattitudemakesagreatimpactonweddingconsumption.
1SincetheconceptofChinesetraditionalfamilygetweakerandweaker,youngpeoplehavegreaterautonomytocontroltheirconsumptiononwedding.
2Maritalqualityandhappinessispeople'
spursuit,andtheywantanunforgettableweddingceremony.
3Highfashionmarriageconsumptionleadsthetrend,moreandmorepeoplefocusonthequalityandpersonalizationofwedding.
2.2SWOTAnalysis
Strength:
⒈Ouryoungteam.
Weareallthenewgenerationof80syoung.Wehavealotoffreshideasandhaveabetterunderstandingthananyotherweddingcompanieswedding.
⒉Uniqueservice
Wewilldesignyourownpersonalizedweddingceremonyaccordingtoyourdemandandpromiseprovidesauniqueplan.
⒊Ourserviceischeaperthanothercompaniesinprice.
Sincewesupplyweddingproductsdirectly,ourproductsarenotexpensive.
⒋One-shopservice
Weprovideone-shopserviceandhelpcustomersavoidsometroubles.Moreoverone-shopservicehelpsusunderstandcustomersmoredeeplyandprovideagreaterservice.
⒌Weddingindustryhasagreatspacetoexpanditsmarket.WeddingcompanyjusthasashorthistoryinChina,sowecancreatemorethingsaboutit.
⒍WewilldevelopE-commerce,whichenhanceourcompetitivestrength.
Weakness:
⒈Wearelackofcapitalsinceweallarestudents.Whenwecooperatewithothercompaniessuchascarrentalcompaniesandcakeshop,wecannotguaranteethatwecangetthesatisfactoryproduceontime.
⒉Weareallnewinweddingindustryanddon’thaveexperiencehowtocontrolit.Besides,ourphotography,make-upabilityisnotgoodenough.Andwedon’thaveexperiencefordecidingtheprice,findingagencyandpromotion.
⒊China'
sweddingindustryisstillinitsinfancy,anditsindustrystandardsarepoorandnotwell-developed.
⒋Sinceweareallstudentsnow,wedonotknowmanypeopleandourrelationshipsarenotwidely.Thenitisdifficultforustofindagencyandcustomers.
Opportunity:
⒈Marriageablepopulationhasreachedapeak.
AccordingtotheChineseWeddingIndustry,thebiggestbabyboomisinthelate1980s.Andthissectionofbabyboomerswillbemarriedabout2007to2012.Guangzhouisagreatcity,sotherewillhasagreatdemandofweddingservice.
⒉ManyChinesepaymuchattentiononweddingceremony.Weddingisthebiggest,mostpopularandmostancienttraditionandcustominChina.MostChinesepeoplestillhavethehabitofgreatcelebrationofthewedding.
⒊Thedemandofnewweddingformshaveupgraded.
Asthedevelopmentofeconomyandtheimprovementofpeople’slivingstandards,peoplewanttheirweddingceremonytobemoreluxurious.Sotheywillspendmoremoneyonwedding.
⒋Thechangeofconceptinconsumptionaffecttheweddingconsumption.
Chinesetraditionalweddingactivitiesareverycomplex,youngpeoplehavenotimeandnoenergytoprepareawonderfulwedding.Sotheywillaskweddingcompaniedforhelp.
Thread:
⒈Weddingiscyclical.InChina,mostpeopleliketogetmarriedduringholidays.Itmeansthatwehaveseveraloff-seasonmonths.
⒉Customers’demandismoreandmoredifficult,sowearehardtoprovideafullysatisfactorywedding.
⒊Therearemore6famouscompaniesinTianheDistric,Guangzhou.
2.3CompetitorandCompetition:
⒈XishangxiweddingcompanyisafamousbrandinChina,anditisthememberofChineseWeddingIndustryAssociation.Theysethotelsrestaurants,hotels,studio,travelandotherrelatedindustryinformationresourcesinoneandprovideComprehensive,personalizedprofessionalservicestonewcouples.Itsheadcompanyconsistsofhumanresources,managementdepartment,financedepartment,trainingdepartmentandsoon.Itsbranchcompanyconsistsofthemarketingdepartment,thedepartmentofweddingplanning,schedulingdepartmentandtheexhibitiondepartment,floraldepartment,thedepartmentofcelebrationetiquette,makeupstudio,photography/videostudio,customerservicedepartment.Itmeanstheyhaveagreatandcompletemanagement.
⒉HappyMarriageDayWeddingCompanyislocatedinGuangzhouTianheSportsCenter.Theyhaveprofessionalweddingplanners,professionalweddingphotographersandmakeupartists;
theyalsohaveastrongfloraldivision.
⒊RomanticWeddingCompanyhasGoodimage,richstageexperience.Theyhaveweddingprofessionalexperienceandalsohavedifferentprofessionalexperienceandstrengths.
⒋ManmoliWeddingCompany’smainplannersareengagedinthemedia,hotels,professionaldesign,TVshowandothereventsinplanning,
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