Internationalization Strategy – Eu Yan Sang International Ltd Integrated Project Internationalization Strategy Table of Contents Content 1. 2. 3. 4. Executive Summary Introduction Financial Analysis Environmental Analysis 4.1 PEST Analysis 4.2 SWOT Analysis 4.3 Industry Analysis: The 5 Forces Internationalization Strategy 5.1 Leadership Challenges for Different Modes Of Entry 5.2 Retail Marketing Mix & Merchandising Strategy 5.3 Internationalization & Ethics 5.4 Organizational Management
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eu yan sang------------------------------------------------- Eu Yan Sang From Wikipedia‚ the free encyclopedia Eu Yan Sang | Type | Public | Founded | 1879 | Headquarters | South Bridge Road‚ Singapore | A typical Eu Yan Sang retail outlet. Eu Yan Sang ’s headquarters in South Bridge Road‚ Singapore Eu Yan Sang (Chinese: 余仁生; pinyin: Yúrénshēng‚ SGX: E02) is a company that specialises in traditional Chinese medicine. It currently runs more than 160 retail outlets in Hong Kong‚ Macau
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Eu Yan Sang was founded in 1879 and specializes in Traditional Chinese Medicine. It evolved from a small shop in Malaya selling traditional Chinese herbal remedies‚ to a global healthcare company manufacturing and retailing traditional Chinese medicines and herbs. It was listed on SGX in 2000 with operations in Hong Kong‚ Malaysia‚ Singapore‚ Australia‚ Macau and China‚ giving it a strong foothold all over the Asia Pacific region. Ranked 16th in consumer health in Singapore in 2011 and 7th in
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of the Company As one of the oldest company in Malaysia‚ Eu Yan Sang has undergone growth strategies to expand its business through increasing the size of the company and transformation of branding and image‚ types of products‚ packaging and marketing method. Eu Yan Sang has comes a long way beginning offering traditional Chinese medicines to tin mine coolies in Malaya 133 years ago. Today‚ listed on the Singapore Exchange‚ Eu Yan Sang has more than 300 retail outlets in Hong Kong‚ Malaysia‚ Singapore
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INTRODUCTION 5 3. CURRENT COMPANY SITUATION 6 3.1. Past Performance Assessment 6 4. EXTERNAL ANALYSIS 7 4.1. Political 7 4.2. Economic 8 4.3. Social 8 4.4. Technological 8 4.5. Legal 9 4.6. Environmental 9 4.7. Conclusion of PESTLE Analysis 10 5. INTERNAL ANALYSIS 10 5.1. SWOT Anal ysis on Eu Yan Sang 10 5.2. Conclusion of SWOT Analysis 11 6. INDUSTRY ANALYSIS 13 6.1. Key Success Factors 13 6.2. Michael Porter’s Generic and 5 Forces Analysis 15 6.3. Michael Porter’s 5 Forces Analysis 15
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Analysis of Eu Yan Sang (EYS) The strength of EYS from internal environment: • Market Leader Eu Yan Sang is a market leader in traditional Chinese medicine (TCM). Their product quality and professional ethics have been regarded highly by its customers. They enable to charge premium price to customer because of their high quality products. EYS lay in its high brand equity that earned over a century and its renowned brand name and image. • Core Competencies There are over 300 products under
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ational University of Singapore Business School Master of Business Administration Marketing Management (BMA 5009) Group Final Project: Marketing Eu Yan Sang to the Young‚ Modern Singapore Consumer 8 November 2010 TABLE OF CO TE TS EXECUTIVE SUMMARY 1. 2. I TRODUCTIO ........................................................................................................ - 1 EYS OVERVIEW .................................................................................................
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PORTERS 5 FORCES. DEFINITION OF ’PORTER’S 5 FORCES’ Named after Michael E. Porter‚ this model identifies and analyzes 5 competitive forces that shape every industry‚ and helps determine an industry’s weaknesses and strengths. 1. Competition in the industry 2. Potential of new entrants into industry 3. Power of suppliers 4. Power of customers 5. Threat of substitute products The Porter’s Five Forces tool is a simple but powerful tool for understanding where power lies in a business situation. This
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all copies. 法律声明 ISI 是本数据库及其内容的知识产权所有人或被许可人。本数据库中 的任何内容（包括您现在正在阅读的文件）受版权法和有关国际条约 的保护。ISI 保留一切权利，包括诉诸法律寻求救济的权利。 除非您与 ISI 签署的有关协议 （ 如有 ） 允许 ， 或者除非 ISI 书面同意， 就本文件及一切复印件 ， 您不得使用 、 复制 、 修改 、 公开 、 转发第三 方、出租、出售或进行任何形式的处分。 FIVE FORCES ANALYSIS The specialty chemicals market will be analyzed taking specialty chemicals manufacturers as players. The key buyers will be taken as b2b end-users‚ and commodity chemicals producers as the key suppliers. Summary Figure 1: Forces driving competition
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Porter 5 forces analysis The current UK market is still in recession‚ unemployment is high and consumer confidence is fragile as a result people are not spending as much at the checkouts. As a result‚ consumer spending has slowed down in the face of higher inflation and the job market uncertainty. With M&S renowned for selling higher quality items which by their nature are more expensive‚ they run the risk of consumers seeking cheaper alternatives. Threat of entry The recession has reduced the
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