Marketing Management Final Project Sample
Chinese University of Hong Kong
Marketing Management, MKT2010
Marketing Xi Tang - a living ancient Chinese town
Group 2
Instructor: Prof. Durairaj Maheswaran
Table of contents
1. Introduction 3
2. Opportunity analysis
2.1 Company 3
2.2 Customer 4
2.3 Competitors 5
3. Market segmenting, targeting and positioning
3.1 Segmenting 6
3.2 Targeting 7
3.3 Positioning 7
4. Marketing Mix
4.1 Product features 8
4.2 Pricing strategy 9
4.3 Distribution 10
4.4 Promotion 10
5. Recommendations
5.1 Targeting and positioning 11
5.2 Product recommendations 12
5.3 Promotion recommendations 14
Appendix A 17
Introduction
Xitang is a live ancient water town located in Jiashan County, Jiaxing City, Zhejiang Province, China. With its more than one thousand years of history, this town became one of the most famous watery towns in Southern China, which is known as “Venice of the East”. As most of the well- preserved architectural groups constructed during the Ming and Qing dynasties, it is the best place for people to relax for a few days and taste the simple and unsophisticated folkway. Xitang, like a typical Chinese southern girl, soft and serene, is waiting for more and more people to come and give them rousing memories.
Opportunity analysis
Company
Transportation
Locating at the intersection of three provinces, Xitang enjoys the convenience of transportation. Less than two hours of driving, tourists can reach Xitang from those big cities like Shanghai, Hangzhou or Suzhou. Direct and non-direct shuttle coaches to Xitang are also available in those big cities.
General information
The whole Xitang town is 83.61 square kilometers with sixty thousands of population, whereas the Xitang old town is only 1.04 square kilometers. The average temperature throughout the year is about 15.8 degrees Celsius. The hottest month is July with the average temperature of 27 degrees Celsius, whereas the coldest moth is January with the average
Marketing Management, MKT2010
Marketing Xi Tang - a living ancient Chinese town
Group 2
Instructor: Prof. Durairaj Maheswaran
Table of contents
1. Introduction 3
2. Opportunity analysis
2.1 Company 3
2.2 Customer 4
2.3 Competitors 5
3. Market segmenting, targeting and positioning
3.1 Segmenting 6
3.2 Targeting 7
3.3 Positioning 7
4. Marketing Mix
4.1 Product features 8
4.2 Pricing strategy 9
4.3 Distribution 10
4.4 Promotion 10
5. Recommendations
5.1 Targeting and positioning 11
5.2 Product recommendations 12
5.3 Promotion recommendations 14
Appendix A 17
Introduction
Xitang is a live ancient water town located in Jiashan County, Jiaxing City, Zhejiang Province, China. With its more than one thousand years of history, this town became one of the most famous watery towns in Southern China, which is known as “Venice of the East”. As most of the well- preserved architectural groups constructed during the Ming and Qing dynasties, it is the best place for people to relax for a few days and taste the simple and unsophisticated folkway. Xitang, like a typical Chinese southern girl, soft and serene, is waiting for more and more people to come and give them rousing memories.
Opportunity analysis
Company
Transportation
Locating at the intersection of three provinces, Xitang enjoys the convenience of transportation. Less than two hours of driving, tourists can reach Xitang from those big cities like Shanghai, Hangzhou or Suzhou. Direct and non-direct shuttle coaches to Xitang are also available in those big cities.
General information
The whole Xitang town is 83.61 square kilometers with sixty thousands of population, whereas the Xitang old town is only 1.04 square kilometers. The average temperature throughout the year is about 15.8 degrees Celsius. The hottest month is July with the average temperature of 27 degrees Celsius, whereas the coldest moth is January with the average