Retail Market Feasibility Report Indonesia

Topics: Marketing, Strategic management, Indonesia Pages: 31 (5499 words) Published: April 1, 2013
WIGGO Expansion to Indonesia
Market Feasibility Study Report 2012

Prepared for:
Board of Commissioners of WIGGO Retail Plc.

A report researched and published by:
Hananto Consulting Ltd (Jan 2013)

Name

: Djati Hananto S

Student ID

: STU34874

Word Count

: 4265

Submission Deadline : 21 January 2013

The contents of this report are intended to fulfill the assignment in Marketing Management Assignment of ARU MBA Project Management program. All concerned entities such as WIGGO and Hananto Consulting Ltd are fictitious but the facts in this report are believed to be correct at the time of the publication.

@ Hananto Consulting Ltd, 2012.

Consulting

Consulting
Table of Contents

1

EXECUTIVE SUMMARY ............................................................................................................................. 3

2
2.1
2.2
2.3
2.4

SITUATIONAL ANALYSIS........................................................................................................................... 4 Overview of Indonesia ................................................................................................................................. 4 PESTLE Analysis ....................................................................................................................................... 4 Core Competence Analysis .......................................................................................................................... 6 SWOT Analysis.......................................................................................................................................... 7

3
3.1
3.2

MARKETING OBJECTIVES ......................................................................................................................... 9 Brief description of the brand ........................................................................................................................ 9 Marketing Objectives ................................................................................................................................... 9

4
4.1
4.2
4.3
4.4
4.5

MARKETING PLAN ................................................................................................................................. 10 Market Segmentation ................................................................................................................................ 10 Target Market .......................................................................................................................................... 11 Positioning and Differentiation ..................................................................................................................... 11 Marketing Mix .......................................................................................................................................... 12 Marketing Mix – Global and E-Business......................................................................................................... 13

5
5.1

MARKETING BUDGET ............................................................................................................................. 14 Financial Analysis ..................................................................................................................................... 15

6

CONCLUSION AND RECOMMENDATION ................................................................................................... 16

7

BIBLIOGRAPHY AND REFERENCES ......................................................................................................... 17

8

APPENDICES ......................................................................................................................................... 18

WIGGO to Indonesia - Market Feasibility Study Report, 2012.

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1

EXECUTIVE SUMMARY
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