Strategic marketing and management of a marketing consultancy firm in Hong Kong.
by Lee Chi-Ho. === Thesis (M.B.A.)--Chinese University of Hong Kong, 1997. === Includes bibliographical references (leaf 85). === ABSTRACT --- p.i === TABLE OF CONTENTS --- p.ii === "LIST OF FIGURES, TABLES & APPENDIX" --- p.vi === Chapter PART I --- INTRODUCTION === Chapter 1. ---...
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| Format: | Others |
| Language: | English |
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Chinese University of Hong Kong
1997
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| Online Access: | http://library.cuhk.edu.hk/record=b5889020 http://repository.lib.cuhk.edu.hk/en/item/cuhk-321797 |
| Summary: | by Lee Chi-Ho. === Thesis (M.B.A.)--Chinese University of Hong Kong, 1997. === Includes bibliographical references (leaf 85). === ABSTRACT --- p.i === TABLE OF CONTENTS --- p.ii === "LIST OF FIGURES, TABLES & APPENDIX" --- p.vi === Chapter PART I --- INTRODUCTION === Chapter 1. --- INTRODUCTION === Chapter 1.1 --- COMPANY BACKGROUND --- p.1 === Chapter 1.2 --- PROJECT OBJECTIVES --- p.3 === Chapter 1.3 --- SIGNIFICANCE OF THE STUDY --- p.4 === Chapter 1.4 --- SCOPE OF THE PROJECT --- p.4 === Chapter 1.5 --- ANALYTICAL FRAMEWORK --- p.5 === Chapter 1.6 --- RESEARCH METHOD --- p.6 === Chapter 1.61 --- Data Sources --- p.6 === Chapter 1.62 --- Research Limitations --- p.7 === Chapter PART II --- PROFILE REPORTS === Chapter 2. --- SERVICE PROFILE === Chapter 2.1 --- SERVICE SCOPE --- p.8 === Chapter 2.11 --- Retail Establishment --- p.8 === Chapter 2.12 --- Market Entry --- p.9 === Chapter 2.13 --- "Advertising, Promotional & Editorial Campaign" --- p.10 === Chapter 2.2 --- PRICING OF SERVICES --- p.12 === Chapter 2.21 --- Project-based Fee vs. Retainer Fee --- p.12 === Chapter 2.22 --- Ad-hoc Projects/Events --- p.13 === Chapter 2.23 --- Advertising & Media Placement --- p.13 === Chapter 2.3 --- MARKETING EXPENSES --- p.13 === Chapter 2.4 --- PROFIT POTENTIAL --- p.14 === Chapter 2.5 --- SERVICE STRENGTHS & WEAKNESSES --- p.15 === Chapter 3. --- MARKET PROFILE === Chapter 3.1 --- MARKET CHARACTERISTICS OF THE CONSULTING INDUSTRY --- p.16 === Chapter 3.11 --- The Consulting Industry --- p.16 === Chapter 3.12 --- The Marketing Consulting Business --- p.17 === Chapter 3.13 --- Implications to Small-scaled Marketing Consulting Firm --- p.18 === Chapter 3.2 --- MARKET TRENDS IN HONG KONG: THE NEED FOR MARKETING CONSULTING --- p.19 === Chapter 3.3 --- MARKET'S SPENDING HABITS --- p.20 === Chapter 3.4 --- MARKET OPPORTUNITIES AND THREATS --- p.20 === Chapter 3.41 --- Dependence on the Retail Environment --- p.20 === Chapter 3.42 --- Business Opportunities at the Higher-ended Consumer Brand Market --- p.21 === Chapter 4. --- COMPETITIVE PROFILE === Chapter 4.1 --- TMM'S RELATIVE STANDING --- p.23 === Chapter 4.2 --- TMM VS. ADVERTISING AGENCY --- p.24 === Chapter 4.21 --- Difference in Pricing Structure --- p.24 === Chapter 4.22 --- Competitive Strengths of TMM Over Advertising Agency --- p.25 === Chapter 4.3 --- THE THREAT OF SUBSTITUTION --- p.26 === Chapter 5. --- CLIENT PROFILE === Chapter 5.1 --- CLIENT PROFILE --- p.27 === Chapter 5.11 --- Hua Guang Hang --- p.27 === Chapter 5.12 --- Maas Corporation --- p.28 === Chapter 5.13 --- Maxly Limited --- p.29 === Chapter 5.2 --- SURVEY ON KEY CLIENTS --- p.30 === Chapter 5.3 --- RESEARCH OUTCOMES & ANALYSIS --- p.31 === Chapter 5.31 --- Reasons for Using TMM's Services --- p.31 === Chapter 5.32 --- The Evaluation of TMM's Performance --- p.32 === Chapter 5.33 --- Projects in which Clients are Highly Satisfied With --- p.33 === Chapter 6. --- COMPANY PROFILE === Chapter 6.1 --- ORGANIZATIONAL STRUCTURE --- p.36 === Chapter 6.2 --- MISSION STATEMENT --- p.36 === Chapter 6.3 --- ORGANIZATIONAL STRENGTHS --- p.37 === Chapter 6.4 --- FACTORS THAT HINDER THE ORGANIZATION FROM INCREASING POSITION IN THE MARKET --- p.38 === Chapter PART III --- KEY STRATEGIC ELEMENTS === Chapter 7. --- KEY STRATEGIC ISSUES --- p.40 === Chapter 8. --- TARGET MARKET IDENTIFICATION --- p.42 === Chapter 9. --- MARKETING OBJECTIVES / PROFIT FORECAST --- p.44 === Chapter 10. --- IMPERATIVES IN SETTING MARKETING STRATEGIES === Chapter 10.1 --- THE NEED FOR SERVICE MISSION --- p.46 === Chapter 10.2 --- THE NEED FOR QUANTIFIABLE MEASURES --- p.47 === Chapter PART IV --- STRATEGIES & TACTICS === Chapter 11. --- SERVICE OBJECTIVE & STRATEGY === Chapter 11.1 --- CONSOLIDATION OF CURRENT SERVICE OFFERINGS --- p.49 === Chapter 11.11 --- Strengthen the Financial Aspect of Retail Project --- p.49 === Chapter 11.12 --- Strengthen Relationship with Retail Renters --- p.50 === Chapter 11.13 --- Strengthen Connections with Various Distribution Modes that Foreign Brand Owner Could Consider --- p.51 === Chapter 11.2 --- CLIENT /ORGANIZATIONAL INVOLVEMENT IN SERVICE DESIGN --- p.52 === Chapter 11.3 --- DEVELOP NEW SERVICES OFFERINGS AND RELEVANT SKILLS --- p.52 === Chapter 12. --- PRICING OBJECTIVE & STRATEGY === Chapter 12.1 --- MAINTAINING EXISTING PRICING POLICY --- p.54 === Chapter 12.2 --- ESTABLISHING PRICING POLICY FOR NEW CLIENTS --- p.55 === Chapter 12.3 --- PRICING STRUCTURE BASED ON CLIENT VALUE --- p.55 === Chapter 13. --- COMMUNICATIONS OBJECTIVE & STRATEGY === Chapter 13.1 --- COMMUNICATIONS 一 A HOLISTIC VIEW --- p.56 === Chapter 13.2 --- COMMUNICATIONS WITHIN TMM --- p.56 === Chapter 13.21 --- "Documented Policies, Procedures, and Strategic Frameworks" --- p.56 === Chapter 13.22 --- Computerized Marketing Information System --- p.58 === Chapter 13.23 --- More Employee Participation --- p.59 === Chapter 13.3 --- COMMUNICATIONS WITH CURRENT CLIENTS --- p.59 === Chapter 13.4 --- COMMUNICATIONS WITH PROSPECTIVE CLIENTS --- p.60 === Chapter 13.41 --- Get Articles Published --- p.60 === Chapter 13.42 --- Reaching New Target Segments --- p.61 === Chapter 13.5 --- COMMUNICATIONS WITH ASSOCIATED CONSULTANTS AND COOPERATING PARTIES --- p.62 === Chapter 14. --- SALES OBJECTIVE & STRATEGY === Chapter 14.1 --- RESPONSIBILITY OF SELLING IN THE COMPANY --- p.63 === Chapter 14.2 --- CHIEF MOTIVATOR OF SALES --- p.63 === Chapter 15. --- CHANNEL OBJECTIVE & STRATEGY --- p.65 === Chapter 16. --- TACTICAL ACTION PLAN --- p.66 === Chapter 17. --- CONTROL & BUDGET === Chapter 17.1 --- CONTROL & MONITORING OF THE MARKETING SYSTEM --- p.68 === Chapter 17.2 --- PRELIMINARY BUDGET --- p.69 === Chapter PART V --- APPENDIX & BIBLIOGRAPHY === APPENDIX --- p.71 === BIBLIOGRAPHY --- p.85 |
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