美國愛荷華州立大學市場營銷留學生畢業dissertation指導-Marketing Research Integrative Paper

 

Instructions for the MS Integrative Paper

 

Please address the multi-part question shown below for your integrative paper assignment.  The paper should be 15-20 pages in length, NOT including references or appendices.  Please use APA style for your formatting of the paper.  The paper is due to Dr. Niehm by e-mail attachment within 30 days of your receipt of the assignment.  Please review the questions provided and contact Dr. Niehm if you need any clarification.

 

1. Market Research:  You are in charge of decisions concerning the growth/expansion, strategic market positioning, branding, and marketing activities for a growing Chinese luxury apparel retail firm that specializes in women’s fashion products.  This firm is young and small, but seeks to develop multi-channel business operations and in particular grow their on-line customer base in the Chinese market. Use this perspective to answer the following series of questions.  Provide reference citations (APA format) as necessary to show depth of knowledge and scope of your research.

 

a. Provide a concise overview of the luxury apparel retail industry status in China.  Assess the major competitive advantages or disadvantages for small luxury retail apparel firms in this competitive climate (use SWOT approach to analyze) and suggest an overall approach to innovation, value creation for the firm and its customers, and the sustainability of your small firm.  Be certain to address the development of multi-channel (store and on-line) business models for this luxury retailer in your discussion.

說明為MS紙一體化

 

請解決如下圖所示為您綜合dissertationessay多部分的問題。該文件應該是15-20頁的長度，不包括參考文獻或附錄。請使用APA格式為您的文件的格式。本文是由于Niehm博士通過電子郵件附件在您收到轉讓后的30天內。請仔細閱讀所提供的問題和聯系Niehm醫生，如果您需要任何澄清。

 

1 。市場調查：你是負責的關于成長/擴張，戰略市場定位，品牌推廣和營銷活動，越來越多的中國奢侈品服裝零售公司，專業從事女性時尚產品的決定。這家公司是年輕的和小的，但尋求發展多渠道的業務運作，尤其在中國市場的發展他們的網上客戶群。用這個角度來回答以下一系列問題。提供參考引用（ APA格式）需要證明的知識和你的研究范圍的深度。

 

一個。提供在中國的奢侈品服裝零售行業的現狀進行了簡要概述。評估的主要競爭優勢或劣勢的小型奢華服裝零售企業在這個競爭激烈的環境（使用SWOT方法分析），并提出一個整體方案，創新，創造為公司及其客戶的價值，和你的小企業的可持續發展。可以肯定，以解決多通道（存儲和在線）業務模式的發展，在您討論這個奢侈品零售商。#p#分頁標題#e#

 

b. Also discuss the potential for development of on-line luxury women’s apparel retail sales in the Chinese market.  Be certain to discuss the facilitators and barriers to growth of on-line shopping in China and provide a complete profile of your target customer base and their shopping preferences.

 

c. Choose an appropriate marketing theory, model, or framework (ie. resource based view, Porter’s theory of competitive advantage, diffusion of innovations, or other as appropriate) to explain and support the market positioning and strategic approach for your small retail firm.  Discuss why and how this theory, model, or framework will provide appropriate strategic guidance for the direction and multi-channel growth of your retail firm.

 

2. Marketing Plan Development:  Develop a modified version of a marketing plan for both the store and on-line business dimensions of this luxury retail business that includes situation analysis information such as customer demographics, market trends, competitors and other components.  Include supportive information about the target customer for your luxury retail brand, a summary overview of consumer behavior for Chinese women fitting your customer profile, and how you would build and maintain a relationship with your identified customer base.

 

You may use the sample modified marketing plan shown below and knowledge from your AMD, AESHM, business, and related courses on your POS to develop your proposed plan. Provide rationale for this plan with supplemental information from appropriate market research and data sources.  

 

3. Applying Knowledge from the Marketing Plan:

 

a. Propose 5 viable business strategies for marketing your luxury retail apparel brand and its offerings to the Chinese female consumer both in traditional stores and online. These strategies should result in a unified ‘strategy set’ that focuses on a variety of aspects important to the business such as pricing, promotion and advertising, place/positioning, customer relationships/service, and experiential elements such as promotional events. Provide solid reasoning for your selection of each proposed strategy.

 

b. Explain briefly how you would assess the performance of each proposed strategy.  Provide some reference citations to support your selection of each strategy.

 

c. Based on findings from your marketing plan and knowledge of the proposed firm and its customers, identify 5 key suggestions for your retail planning and buying team to enhance their merchandising decisions and firm performance.  Provide evidence from your market research to support each suggestion.#p#分頁標題#e#

 

Modified Marketing Plan Framework

 

I. SITUATION ANALYSIS 

 

A. Environmental Audit

• Conduct environmental scanning covering various environmental factors such as demographic, economic, social, cultural, political, legal, and technological trends that may affect directly or indirectly the desired identity of the business

• Present the key findings along with applicable rationale

• Provide references, whenever possible

• Provide objective data or information that support your findings and rationale

• Use tables, figures, charts, and other visual forms of presentations, whenever possible, for easier understanding by readers

 

B. Competitive Analysis

• List the major competitors confronting your business 

• Summarize the major competitive strengths and weaknesses of each competitor (you many want to use a table or chart to increase comparability)

• Define what opportunities and threat may result for your client

 

C. Marketing/Promotional Trends

• Monitor and summarize key consumer trends, competitive trends, and related industry trends

• Present appropriate data in visual formats whenever possible

 

II. SEGMENTATION AND TARGETING THE CUSTOMER:  In store and on-line

 

• Examine the available segments

• Identify whether there is any missing or emerging profitable segment; discuss and justify

• Determine how each segment fits the capabilities of the business

• Select major segments to be targeted with strategies#p#分頁標題#e#

• Develop a demographic and psychological profile for the chosen target markets so as to use it for developing marketing strategies and tactics