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| 研究生： |
夏衍 Schwab, Yannick |
|---|---|
| 論文名稱： |
衛浴設備在亞太市場的策略分析和銷售計劃 Strategic analysis and sales planning in Asia-Pacific's sanitary market |
| 指導教授： |
吳文傑
Wu, Jack |
| 學位類別： |
碩士
Master |
| 系所名稱： |
商學院 - 國際經營管理英語碩士學位學程(IMBA) International MBA Program College of Commerce(IMBA) |
| 論文出版年： | 2015 |
| 畢業學年度： | 103 |
| 語文別： | 英文 |
| 論文頁數： | 52 |
| 中文關鍵詞： | 衛浴設備 、策略分析 、銷售計劃 |
| 外文關鍵詞： | sanitary, strategic analysis, sales planning |
| 相關次數： | 點閱：46 下載：0 |
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衛浴設備在亞太市場的策略分析和銷售計劃
In the past decades many economies in the Asia-Pacific region have shown impressive growth rates, leading to an unprecedented level of new construction. Across the region many new hotels and resorts, apartment buildings and private houses have been built.
For Fima Carlo Frattini, an Italy-based medium-sized manufacturer in the sanitary industry, supplying fittings for private and commercial bathroom applications, this development has been an enticing business opportunity. However the markets and clients of Asia-Pacific are far away and the company is considering the establishment of its own regional office in order to improve its sales revenue.
The target of this paper has been to conduct the strategic analysis of the markets in Asia-Pacific and assess the company’s revenue potential, further on to develop the appropriate sales and market strategy. However the final conclusion drawn is that the company should not engage in opening its own regional office, as the required financial investments are likely to outweigh the gained sales results.
1. Case Presentation 1
1.1. Company Introduction and Product Introduction 1
1.2. Product Categorization and Scope of Product Range 2
1.3. Market Introduction 4
1.4. Product Attributes 6
2. Market Research Conducted 9
2.1. In-depth Interviews 9
2.2. Questionnaire 9
3. Industry Analysis 11
3.1. B2C, Business to Consumer 11
3.2. B2B, Business to Business 12
3.3. Industry Competitiveness Analysis 13
3.3.1. Buyers 13
3.3.2. Competitors 14
3.3.3. Suppliers 16
3.3.4. New Entrants 19
3.3.5. Substituting Goods, Materials and Production Technologies 19
4. Sales & Marketing Strategy 23
4.1. Estimation of the Demand 23
4.2. Marketing Strategy 25
4.2.1. Products 25
4.2.2. Price 26
4.2.3. Place 28
4.2.4. Promotion 29
4.3. Sales Strategy & Operating Plan 30
4.3.1. Industry Sales Process 30
4.3.2. Organizational Setup 31
4.3.3. Flow of Sales Activities 33
4.3.4. Company Culture 35
5. Key Success Factors 38
6. Findings and Recommendations 41
References 42
Appendices 43
(1) Marketwatch.com http://www.marketwatch.com/story/hotelasia2014-returns-to-serve-booming-asian-hospitality-industry-2014-03-04
(2) CRCC ASIA http://www.crccasia.com/news/hotel-industry-sanya-hainan/
(3) Hospitality Net http://www.hospitalitynet.org/news/4063602.html
(4) Grohe Group official website http://www.grohe.com/29398/about-company/facts-and-figures/
(5) Forbes market analysts http://www.forbes.com/companies/kohler/
(6) Toto Group official website http://www.toto.co.jp/company/ir_en/reference/factbook/pdf/all.pdf
(7) 1000 Ventures http://www.1000ventures.com/business_guide/crosscuttings/motivating_main.html)
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