CASES IN MARKETING
(Industrial Project Paper)
GAN CHU YAN
TABLE OF CONTENT
GUIDELINES / MARKING CRITERIA
Provide a brief overview of the retail group/brand that you chose for this assignment.
Analyze the market situation of retail industry in your country.
Identification of opportunities (SWOT analysis) on the industry.
Identification competitors and marketing objectives.
Highlight the marketing plan of your chosen retail brand.
Identify and discuss the new product or service idea and future marketing strategy of your chosen retail brand.
1.0 An overview of the retail group/brand
Overview of Tesco
2.0 Analyze the market situation of retail industry in your country
3.0 Identification of opportunities (SWOT analysis) on the industry.
4.0 Identification competitors and marketing objectives.
4.1 Background of competitors- Jusco
4.1.2 Background of competitors-Giant
4.2 Marketing objectives of Tesco
1. Please explain the market entry barriers.
Companies that compete in the market often have an inherent advantage over others planning to enter the market. This edge results from the market entry barriers that the new entrant will encounter. Understanding the entry barriers present in a product-market is important both to incumbents and to potential competitors. Entry barrier analysis includes (1) identifying the barriers and their relative importance, (2) estimating the effect of the barriers on entry at different stages of product-market maturity, and (3) recognizing how entry barriers vary in different product-markets (e.g., consumer and industrial products).
Entry Barriers. The major barriers are described in Table 1.2 with accompanying definitions’. A variety of specific barriers can be