Marketing and Esprit Holdings Limited

The objective of this project is to study the logistics and supply chain management of Esprit Holdings Limited (Esprit) in Hong Kong, Mainland China and Oversea.
Firstly, we will introduce the background of Esprit and readers will have a brief understanding about the history, the competitors of Esprit in Hong Kong.
Secondly, we will analyze and clarify operation feature of Esprit.
Thirdly, we will analyze the marketing strategy - SWOT analysis/ the best practice and problems of Esprit.
Finally, we will have a conclusion about the project we conducted that we learnt more about the marketing theory – SWOT analysis, financial analysis through financial ratio.
In the recommendation, we will have a suggestion to Esprit that they should design different style for the products.

Esprit Holdings Limited
TABLE OF CONTENTS Page
ABSTRACT ………………………………………………………………. 1
ACKNOWLEDGMENTS ……………………………………………….. 2
PROJECT IDENTIFICATION …………………………………………. 3
TABLE OF CONTENTS …………………………………………… 4&5

CHAPTER 1 Introduction ………………… ……………… 6 1.1 Objective 1.2 Background 1.3 Objective of Study 1.4 Methodology 1.5 Limitation 1.6 The competitor of Agile Property Holdings Limited

CHAPTER 2 Past and Present Development ……………. 11
2.1 The Past development of Agile before listed in Hong Kong
2.2 Tourism Holiday Resort/ Commercial building
2.3 Conclusion

CHAPTER 3 Marketing Strategies ………………………. 23
3.1 Definition of ‘SWOT’ Analysis
3.2 Strengths
3.3 Weaknesses
3.4 Opportunities
3.5 Threats
3.6 Conclusion
CHAPTER 4 Financial Statement Analysis …………… 38
4.1 Introduction
4.2 Profitability Ratio
4.3 Liquidity Ratio
4.4 Efficiency Ratio
4.5 Leverage Ratio
4.6 Investment Ratio
4.7 Financial Ratio Conclusion

CHAPTER 5 Future Development …………..……….. .. 63
5.1 Introduction
5.2 Future development
5.3 Conclusion

CHAPTER 6 Conclusion & Recommendations … … ….. 70

Bibliography: … … ….. … … ….. … … ….. … …….. 74 - List of Appendices… … ….. … …… … …..….. … …… 75 I. Summary of Financial Report from 2005 to 2007 II. Transport Map of Agile III. Real Estate Picture of Agile Chapter 1 Introduction Introduction Esprit Holdings Limited (Esprit) is an online and in-store retailer of lifestyle products. It is involved in the wholesaling and retailing operations of lifestyle products. It offers a wide range of lifestyle products, which include clothing, accessories and shoes under Esprit brand. Esprit licenses its logo to third-party licensees through which the company offers a variety of non-apparel products, including cosmetics, skin and body care products under Red Earth brand, in addition to wholesaling and retailing. It operates 800 directly managed retail stores and 14,000 controlled-space wholesale point of-sales across the globe. Esprit has a number of wholly owned subsidiaries, including ESP Group Limited, Esprit Belgie Retail N.V., Esprit Belgie Wholesale N.V. and Esprit Canada Retail Limited, among others. Esprit is headquartered in Kowloon, Hong Kong. This made us interested in the fashion market. We choose “Esprit Holdings Limited” (Esprit) (思捷環球控股有限公司) [stock code: 330] for group project, because Esprit is one of the top property developers ranked in Hong Kong. Secondly, it has been a developer for 15 years and it was a furniture factory before. For the above reasons, so we do the study of Agile and its future development.