Marketing
HealthWorks (Herbal Tea) Co. Limited TABLE OF CONTENTS Section 1 Identify its market opportunity
Section 1.1 Project Overview
Section 1.2 Understanding Market Opportunities
Section 1.2.1 The Seven Domain of Attractive Opportunity Section 2 Analyze its differentiation and positioning
Section 2.1 Target Market of Healthworks
Section 2.2 Brand Differentiation and Positioning Section 3 Evaluate its current marketing strategy and programs
Section 3.1 HealthWorks 4P Marketing Strategy and Program
Section 3.1.1 A Distinctive Product
Section 3.1.2 New Product Description
Section 3.1.3 Branding Decisions
Section 3.1.4 Package Decision
Section 3.1.5 Services Decisions and Warranties
Section 3.2 Price Decision
Section 3.3 Place (Distribution Channel Decision)
Section 3.4 Promotion Decision Section 4 Provide recommendations to increase current performance with justification
Section 4.1
Section 4.2
Section 4.3
Section 4.4
Section 4.5 Section 5 Selected Bibliography Section 1 Identify its market opportunity
Project Overview and Background
Introduction
HealthWorks (Herbal Tea) Co. Limited is a Hong Kong based SME company started in 1989 and its business includes both manufacturing and retailing of Traditional Chinese Medicine herbal food and beverage products. Client wants to gain more market shares in the herbal drinks retail industry as compared with its competitors in Hong Kong such as Hung Fook Tong (鴻福堂), Hoi Tin Tong (海天堂), Original Taste Workshop’s (原味家作), Hui Luo Shan (許留山) etc. and numerous small local players. This proposal outlines the strategy for Healthworks to accomplish it objective and goal.
Section 1.2.1 The Seven Domain of Attractive Opportunity
. Market Domain
Macro-Level of Market Domain
1. Market Attractiveness
According to the statistic from the top 5 players in the herbal tea retail market, there are around total 258 herbal tea stores in the market and Healthworks
Section 1.1 Project Overview
Section 1.2 Understanding Market Opportunities
Section 1.2.1 The Seven Domain of Attractive Opportunity Section 2 Analyze its differentiation and positioning
Section 2.1 Target Market of Healthworks
Section 2.2 Brand Differentiation and Positioning Section 3 Evaluate its current marketing strategy and programs
Section 3.1 HealthWorks 4P Marketing Strategy and Program
Section 3.1.1 A Distinctive Product
Section 3.1.2 New Product Description
Section 3.1.3 Branding Decisions
Section 3.1.4 Package Decision
Section 3.1.5 Services Decisions and Warranties
Section 3.2 Price Decision
Section 3.3 Place (Distribution Channel Decision)
Section 3.4 Promotion Decision Section 4 Provide recommendations to increase current performance with justification
Section 4.1
Section 4.2
Section 4.3
Section 4.4
Section 4.5 Section 5 Selected Bibliography Section 1 Identify its market opportunity
Project Overview and Background
Introduction
HealthWorks (Herbal Tea) Co. Limited is a Hong Kong based SME company started in 1989 and its business includes both manufacturing and retailing of Traditional Chinese Medicine herbal food and beverage products. Client wants to gain more market shares in the herbal drinks retail industry as compared with its competitors in Hong Kong such as Hung Fook Tong (鴻福堂), Hoi Tin Tong (海天堂), Original Taste Workshop’s (原味家作), Hui Luo Shan (許留山) etc. and numerous small local players. This proposal outlines the strategy for Healthworks to accomplish it objective and goal.
Section 1.2.1 The Seven Domain of Attractive Opportunity
. Market Domain
Macro-Level of Market Domain
1. Market Attractiveness
According to the statistic from the top 5 players in the herbal tea retail market, there are around total 258 herbal tea stores in the market and Healthworks
References: 1. The Seven Domain John W. Mullins, 2003, The New Business Road Test: What entrepreneurs and executives should do before writing a business plan, Prentice Hell Press 2. Competitive Analysis http://www.benchmark.org.hk/eng/3.2_hungfooktong.htm Appendix : Appendix I