Marketing
Table of contents
Introduction 2
Body 2
Marketing management philosophy 2
Marketing Orientation 3
Marketing environment 4
Macro external environment 4
Micro internal environment 5
SWOT analysis 6
Strengths 6
Weakness 6
Opportunity 7
Threats 7
Marketing Research 7
Customer Analysis 8
Consumer Buying Behaviour 8
Targeting Customers 8
Marketing mix 9
Positioning 9
The Four P's 9
Conclusion and recommendation 10
Reference 12
Watsons Marketing Research
Introduction
Watsons Your Personal Store or Watsons is part of the Health and Beauty retail and consumer division of the Hong Kong-based A.S. Watson Group, which in turn is part of the world wide company Hutchison Whampoa Ltd. The company currently operates over 2,200 stores and 900 pharmacies in Asia, and has for the third year running been voted the No. 1 in retail- Pharmacy and Drugstore category of Asia's top 1,000 brands. (Watsons,2010)
Watsons began as a small dispensary in Guangzhou, China in 1828, providing free medical aid to the poor. By 1841, the company had moved to Hong Kong and established the Hong Kong Dispensary. Through decades of expansion, it offers more than 25,000 products in over 1,700 outlets now. Products range from medicines, cosmetics and toiletries to fashion items, confectionery, cards and toys.
There are 14 stores in Zhengzhou today, and most of them are located near the big supermarket, business center or office building.
Body
Marketing management philosophy
Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others. (Kotler & Keller, 2011) Companies should identify the needs of the customer and satisfied those needs better than competitors.
With the development of commodity economy, consumers not only purchase goods but also require for the shopping fun as well as some intangible things like service and brand. Therefore, Watsons'
Introduction 2
Body 2
Marketing management philosophy 2
Marketing Orientation 3
Marketing environment 4
Macro external environment 4
Micro internal environment 5
SWOT analysis 6
Strengths 6
Weakness 6
Opportunity 7
Threats 7
Marketing Research 7
Customer Analysis 8
Consumer Buying Behaviour 8
Targeting Customers 8
Marketing mix 9
Positioning 9
The Four P's 9
Conclusion and recommendation 10
Reference 12
Watsons Marketing Research
Introduction
Watsons Your Personal Store or Watsons is part of the Health and Beauty retail and consumer division of the Hong Kong-based A.S. Watson Group, which in turn is part of the world wide company Hutchison Whampoa Ltd. The company currently operates over 2,200 stores and 900 pharmacies in Asia, and has for the third year running been voted the No. 1 in retail- Pharmacy and Drugstore category of Asia's top 1,000 brands. (Watsons,2010)
Watsons began as a small dispensary in Guangzhou, China in 1828, providing free medical aid to the poor. By 1841, the company had moved to Hong Kong and established the Hong Kong Dispensary. Through decades of expansion, it offers more than 25,000 products in over 1,700 outlets now. Products range from medicines, cosmetics and toiletries to fashion items, confectionery, cards and toys.
There are 14 stores in Zhengzhou today, and most of them are located near the big supermarket, business center or office building.
Body
Marketing management philosophy
Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others. (Kotler & Keller, 2011) Companies should identify the needs of the customer and satisfied those needs better than competitors.
With the development of commodity economy, consumers not only purchase goods but also require for the shopping fun as well as some intangible things like service and brand. Therefore, Watsons'