After having the valuable experience of working the last in-class assignment about Harvey Nichols (HN), as I felt I should have known more about Harvey Nichols, I visited their store in Pacific Place to see & feel what it is & I spent several times in checking their website for more details. Now I feel I understand more about why HN open its 2nd & bigger flagship store in Hong Kong & why HN is at Pacific Place, after I have seen that so many visiting mainland Chinese who carried with big suitcases were shopping big qty & amount of luxury goods at HN in HK, & after I have found that HN is owned by Dickson Poon (through Dickson Concepts), a HK based business man, by who the previous store in the same location Seibu is also owned.
|Harvey Nichols Flagship, London UK |Dickson Poon & Guests at the Grand Opening of|Seibu, the previous store in the same | | |HN Flagship HK, Oct 2011 |location that HN Flagship HK using now | |[pic] |[pic] |[pic] | | | | |[pic] |[pic] | | |Chinese Tourists to | | |GL Paris | | |[pic] | |Haussmann Flagship Paris, |Store of I.T. Ltd HK in Causeway Bay | |Galeries Lafayette | |
The scenario of big shopping by visiting mainland Chinese in HN HK makes me recall the Chinese in shopping tour that I have seen in France during one of my business trips few year ago (2008), & it also inspires me to decide to do my assignment on a World Famous Department that I have visited in Paris, Galeries Lafayette (GL). So, weeks ago I started to search & gather more data, information & material about Galeries Lafayette, I found much news about that GL will open in Beijing China in 2012 through a joint venture with a HK based retailer I.T. Limited, who has networks of fashion retail business in China, HK, & Asia.
Assumption & my Marketing Plan:
I assume that I were the CMO of I.T. Limited, the joint venturer of GL, Beijing, & I were required by senior management to further expand business by opening a Galeries Lafayette Store in HK in 2013/2014. I am going to submit a report with analysis & marketing plan to prove GL’s operation in HK will not only benefit to the company’s profit & growth, but also benefit to HK society & the government, landlord(s) & tenants, and the public & the customer. My report will cover as following:
|Profile of Galeries Lafayette & I.T. Limited HK |P. 3-4 | |Profile of Competitors in Hong Kong |P. 5-6 | |SWOT of GL+ITHK |P. 7-8 | |Porter’s 5 Forces of Luxury Department Store |P. 9 | |Segmentation, Positioning, Competitive Strategy, |P. 10-11 | |Marketing Plan (Pricing, A&P, & Distribution) |P. 12-14 |
Profile of Galeries Lafayette &...