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论文作者:51lunwen论文属性:课程作业 Coursework登出时间:2008-06-24编辑:点击率:3967
论文字数:3000论文编号:org200806240801025192语种:英语 English地区:英国价格:$ 22
关键词:International Marketing ManagementMarketing AssignmentMarketing ChallengesBrand AgilityMarketing
Marketing Assignment(BSM 505)Marketing Challenges For Brand Agility
Submitted by:
Student ID:
Course: International Marketing Management
Model: Marketing
Aberdeen Business School
Date: November 13, 2006
Word count 2361
Executive summary
This report refers for Brand Agility Ltd established in 2003 that produces urban youth products. By an increasing youth population and young urban consumer large rose, the urban youth market reveals a rapid growth trend. Then the report follow segmentation, targeting, positioning stages to find out new target customer group and exists opportunity. Finally according as understand sense of satisfying customer need, learning from product sales results and improving product appeal of performance. Thereby make good widely ways moving customers to buy products.
Key finds:
· Urban Youth Culture Crosses Over Worldwide
· Youth Population Will Grow Slowly in UK
· Most Youths Have Incomes
· Female youth spend more than 20% income than male youth on fashion
Critical issues:
· Shifts consumer tastes away from the firm's products
· Limited contribution cost for promotion, employing additional expertise
· Diversity Valued by Young Age Groups and Faces Transition
· Female easier cop out on than male
Keys to Success:
· Improve designer’s ability.
· Fast customer delivery.
· Killer ideals for urban youth consumer
· The member system is a kind of useful idea.
· Obtain the biggest value from existing customer's body
Table of contents
Part Page
1.0 Introduction 4
1.1 Market analysis 4
1.2 PEST analysis 8
1.3 SWOT Analysis 9
1.4 Competition and Buying Patterns 11
1.5 Keys to Success 11
1.6 Critical Issues 12
2.0 Determine target groups and positioning 12
2.1 Mission 12
2.2 Marketing Objectives 12
2.3 Target Market 12
2.4 Positioning 14
3.0 Buying Decision Making 14
4.0 Conclusions and Recommendations 16
Reference 18