Market Analysis of Fortress

Topics: Hong Kong, Marketing, Retailing Pages: 19 (5820 words) Published: March 31, 2013
Table of Contents
1) Executive Summary4
2) Company Background4
2.1) Company Prospect4
2.2) Market Leading History5
3) Competitors Analysis6
3.1) Industry Perspective6
3.2) Market Leader -- Broadway (in 4P points of view)6
3.3) Market Challenger -- Gome (in 4P points of view)6
3.4) Company Review6
4) External Environment Analysis7
4.1) Geographical view7
4.2) Demographical7
4.3) PEST Analysis7
b.Economic Environment8
c.Social Environment8
d.Technological Environment9
5) Consumer Review9
Dissonance-reducing buying behavior10
6) SWOT Analysis10
7) Conclusion and Recommendations13
7.1) Target Market and Positioning Strategies13
7.2) Marketing mix programs14

1) Executive Summary
This marketing report is aimed to analyze the electrical appliance retailer, Fortress, and provide(provides) several recommendations to improve its market positioning that can achieve its targets and objectives. After investigating the current situation and external environment, it is suggested to launch a new promotion campaign that allows Fortress to gain more attention from consumers and succeed in the industry. It is found that the trend of collective purchasing is significant on the internet. Also, the number of marriage increased with the economy rebounded. In the Social Awareness on the environmental friendly penetrate to the public. Therefore, the promotion campaign is designed from these findings so as to enhance its competitiveness in the market. And, other detailed findings will be explicated in later parts. This promotion campaign is to offer a bundle of products labeled with high energy-saving efficiency for the young couples planned to be married. And, the marketing calendar as to the implementation of this promotion campaign will be explicitly shown to execute the proposed marketing mix program. 2) Company Background

Fortress was established for thirty six years in Hong Kong, founded in 1975 and acquired by Hutchison Whampoa Limited (HWL) in 1986. It has expanded its business up to around 67 outlets hiring more than one thousand staff in Hong Kong. As for First mover advantages, Fortress is the first Hong Kong retailer to offer one-stop shop convenience and a multi-zone in-store retail concept in this industry. All these contribute to its current market offering, but not market myopia, which allows(allow?) customers to enjoy excellent time-saving shopping so as to fulfill their needs and wants. In order to publicize its new smart living concept, Fortress publishes online magazine, “Wave”, and a number of free seminars on different interests including high-definition products, computers, digital cameras, home audio and video studio are held to educate consumers about the technology development and new products arrival in Fortress. 2.1) Company Prospect

“Inspiring Smart Living” - It was introduced in 2004.
Of this core aspiration of Fortress, professional services and advices provided by Fortress will be offered to customer in order to inculcate them to start “smart living”. “Smart living” means living with the support of the advanced technology. This mainly aims at inducing consumers to alter their life style to the advanced life style through leveraging advanced digital devices and home appliances. Customer-Oriented Services and Products Provided

To accompany with its prospect, Fortress allocates much resources in providing excellent customer services and introducing a variety of products. Thus, many external organizations recognized its outstanding services. a. Customer-Oriented Services

The frontline staff will base on the different customer’s preferences to provide personalized recommendations on the particular products or other insurance products in After-Sale service. Some of...
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