3 Hong Kong
1st semester 2013/2014
Section A01F
Final Project
Topic: 3 Hong Kong
Lecturer: Calvin WAN
Date: 26th November, 2013
Group Members: Leung KIT
Chow YoYo
Leung Tania
Ma Tony
Siu Ching
Man Water
Contents
a. Executive Summary
b. Description of 3HK & Reason
c. Marketing Objective
d. Environmental Analysis
e. SWOT Analysis
f. Segmentation
g. Targeting
h. Positioning
i. Evaluation(4Ps)
j. Recommendation
k. References & Appendices
l. Member’s Contribution
Executive Summary
3 Hong Kong (3HK), as being one of the mobile network service providers, it operates this service for years. It’s worthwhile for us to analyze its current market and further improve the subsequent problem so as to become the largest telecommunication company in Hong Kong. To make the business sustainable, 3HK should keep the market share in Hong Kong to maintain a certain level of sales, decrease the complaint rate in order to let more subscribers satisfied with its service, attract new customers so as to increase the sales.
To analysis 3HK, we use environmental analysis, SWOT analysis, segmentation, targeting, positioning and evaluation (4P).
There are 4 forces can be applied in the environmental analysis, such as competitive forces, economic forces, legal and regulatory and technique forces. As the pricing and service among the 5 telecommunication companies are quite similar, to stand out against the rests, 3HK should make use of its strength and opportunities, such as, forming the strategic alliance with Vodafone and increasing the sense of social responsibility to build brand image; on the other hand, tackle its weakness and threats, for examples, ways to treat staff and the attitude of staff.
3HK uses demographic and behavioral segmentation. Under demographic segmentation, 3HK divided its clients by occupation variables, which are businessmen, students and white-collar. In addition, 3HK targets these segments and offers different monthly plans with different
Section A01F
Final Project
Topic: 3 Hong Kong
Lecturer: Calvin WAN
Date: 26th November, 2013
Group Members: Leung KIT
Chow YoYo
Leung Tania
Ma Tony
Siu Ching
Man Water
Contents
a. Executive Summary
b. Description of 3HK & Reason
c. Marketing Objective
d. Environmental Analysis
e. SWOT Analysis
f. Segmentation
g. Targeting
h. Positioning
i. Evaluation(4Ps)
j. Recommendation
k. References & Appendices
l. Member’s Contribution
Executive Summary
3 Hong Kong (3HK), as being one of the mobile network service providers, it operates this service for years. It’s worthwhile for us to analyze its current market and further improve the subsequent problem so as to become the largest telecommunication company in Hong Kong. To make the business sustainable, 3HK should keep the market share in Hong Kong to maintain a certain level of sales, decrease the complaint rate in order to let more subscribers satisfied with its service, attract new customers so as to increase the sales.
To analysis 3HK, we use environmental analysis, SWOT analysis, segmentation, targeting, positioning and evaluation (4P).
There are 4 forces can be applied in the environmental analysis, such as competitive forces, economic forces, legal and regulatory and technique forces. As the pricing and service among the 5 telecommunication companies are quite similar, to stand out against the rests, 3HK should make use of its strength and opportunities, such as, forming the strategic alliance with Vodafone and increasing the sense of social responsibility to build brand image; on the other hand, tackle its weakness and threats, for examples, ways to treat staff and the attitude of staff.
3HK uses demographic and behavioral segmentation. Under demographic segmentation, 3HK divided its clients by occupation variables, which are businessmen, students and white-collar. In addition, 3HK targets these segments and offers different monthly plans with different