Eu Yan Sang- Marketing to Modern Asian Consumer
ational University of Singapore Business School Master of Business Administration Marketing Management (BMA 5009)
Group Final Project:
Marketing Eu Yan Sang to the Young, Modern Singapore Consumer
8 November 2010
TABLE OF CO TE TS
EXECUTIVE SUMMARY 1. 2. I TRODUCTIO ........................................................................................................ - 1 EYS OVERVIEW ........................................................................................................ - 2 2.1 2.2 2.3 3. History..................................................................................................................... - 2 Brief Financial Highlights ....................................................................................... - 2 EYSI’s Modernization Efforts ................................................................................ - 3 -
MARKET OVERVIEW A D COMPETITORS ..................................................... - 6 3.1 3.2 3.3 3.4 3.5 3.6 Singapore Demographics ........................................................................................ - 6 Consumer Preferences in Singapore ..................................................................... - 10 Trends in Singapore TCM Market ........................................................................ - 12 New Product Opportunities in Singapore TCM Market ....................................... - 14 Regulatory Environment ....................................................................................... - 17 Competitors ........................................................................................................... - 18 -
4.
SWOT A ALYSIS .................................................................................................... - 23 4.1 4.2 4.3 4.4 Strengths................................................................................................................ - 23 Weaknesses
Group Final Project:
Marketing Eu Yan Sang to the Young, Modern Singapore Consumer
8 November 2010
TABLE OF CO TE TS
EXECUTIVE SUMMARY 1. 2. I TRODUCTIO ........................................................................................................ - 1 EYS OVERVIEW ........................................................................................................ - 2 2.1 2.2 2.3 3. History..................................................................................................................... - 2 Brief Financial Highlights ....................................................................................... - 2 EYSI’s Modernization Efforts ................................................................................ - 3 -
MARKET OVERVIEW A D COMPETITORS ..................................................... - 6 3.1 3.2 3.3 3.4 3.5 3.6 Singapore Demographics ........................................................................................ - 6 Consumer Preferences in Singapore ..................................................................... - 10 Trends in Singapore TCM Market ........................................................................ - 12 New Product Opportunities in Singapore TCM Market ....................................... - 14 Regulatory Environment ....................................................................................... - 17 Competitors ........................................................................................................... - 18 -
4.
SWOT A ALYSIS .................................................................................................... - 23 4.1 4.2 4.3 4.4 Strengths................................................................................................................ - 23 Weaknesses