Victoria’s Secret in China
Hong Kong Baptist University
Bachelor of Commerce in Marketing
Global Marketing
Victoria’s Secret in China
Prepared by: Lai Tin Long, Stanley Lau Wan Fung, Jason Lam Ka Kit, Ian Cham Im Fan, Otila Yeung Ka Man, Destiny Kwok Hoi Kin Law Ka Ho, Jackson Liu Ho Lok, Andy
Date: 18 April, 2011
Table of Contents
Executive Summary
Objective
Goals Quick Review
iii iii iii iii 1 1 1 2 2 3 3 4 5 6 7 7 8 9 9 9 10 10 10 i Business Profile
About Victoria’s Secret Aims and Objective Distribution Channel Production Categories
Market Environment in China
Political-legal Environment Economic Environment Social-cultural Environment Technology Environment
Situation Analysis
Customer analysis Competitors Analysis
SWOT Analysis
Strengths and Opportunities Weakness & Threats
Targeting and Positioning
Targeting segment Positioning
Marketing Strategy
Product Strategy Pricing Strategy Distribution Strategy Promotion Strategy Customer Relationship Program
11 11 12 12 13 14 15 16 17 18 18 18 19 20 21
Implementation & Control Financial Analysis Reference Appendix
Corruption Perceptions index 2011 Exchange Rate(US to RMB and Hong Kong Dollar) VS estimate Trading and Profit and loss Account 2011 VS estimate Balance Sheet 2011 Financial Equation
ii
Executive Summary
Objective
The hugh population, urbanization, and shapely growth of economy compose favorable market to all industry. Victoria’s Secret need to directly invest to Chinese market in order to share the pie. The Objective of this report is to provide the marketing environment factors and influences. Analysis and Marketing Strategies are recommend to Victoria’s Secret for entering the China market.
Goals
The goal of this report is to (1) achieve full-year retail sales of at least 4 million RMB per outlet in the retail channel, (2) reach the break-even point for China operations within 15
Bachelor of Commerce in Marketing
Global Marketing
Victoria’s Secret in China
Prepared by: Lai Tin Long, Stanley Lau Wan Fung, Jason Lam Ka Kit, Ian Cham Im Fan, Otila Yeung Ka Man, Destiny Kwok Hoi Kin Law Ka Ho, Jackson Liu Ho Lok, Andy
Date: 18 April, 2011
Table of Contents
Executive Summary
Objective
Goals Quick Review
iii iii iii iii 1 1 1 2 2 3 3 4 5 6 7 7 8 9 9 9 10 10 10 i Business Profile
About Victoria’s Secret Aims and Objective Distribution Channel Production Categories
Market Environment in China
Political-legal Environment Economic Environment Social-cultural Environment Technology Environment
Situation Analysis
Customer analysis Competitors Analysis
SWOT Analysis
Strengths and Opportunities Weakness & Threats
Targeting and Positioning
Targeting segment Positioning
Marketing Strategy
Product Strategy Pricing Strategy Distribution Strategy Promotion Strategy Customer Relationship Program
11 11 12 12 13 14 15 16 17 18 18 18 19 20 21
Implementation & Control Financial Analysis Reference Appendix
Corruption Perceptions index 2011 Exchange Rate(US to RMB and Hong Kong Dollar) VS estimate Trading and Profit and loss Account 2011 VS estimate Balance Sheet 2011 Financial Equation
ii
Executive Summary
Objective
The hugh population, urbanization, and shapely growth of economy compose favorable market to all industry. Victoria’s Secret need to directly invest to Chinese market in order to share the pie. The Objective of this report is to provide the marketing environment factors and influences. Analysis and Marketing Strategies are recommend to Victoria’s Secret for entering the China market.
Goals
The goal of this report is to (1) achieve full-year retail sales of at least 4 million RMB per outlet in the retail channel, (2) reach the break-even point for China operations within 15