Analysis Two Environmental Forces Which Are Affected the Marketing Strategies of the Christian Dior Watches in Hong Kong.

Topics: Marketing, Income, Target market Pages: 3 (979 words) Published: September 20, 2009
Christian Dior Watches is subsidiary of the LVMH Group which designs have resulted form a combination of the artistic talents of John Galliano, Victoire de Castellane and Hei Slimane. They combine creativity and quality representative of the couture house and all of the expertise of find Swiss watch making. Christian Dior Watches collecting are an original and exclusive creation, a timeless object, the reflection of a personality. They are distributed in over 150 countries at 1,500 sales outlet and 115 Christian Dior boutiques. Christian Dior Watches are warranted by Christian Dior to the original purchaser to be free from defects in material and workmanship under normal use for a period of two years form the date of purchase.

Economic environment
Economic environment that is the factor to affected customer buying power and spending patterns. As Philip Kotler, Veronica Wong, John Saunders and Gary Armstrong (Fourth European Edition) points out “The economic environment consists of factors that affect consumer purchasing power and spending patterns.”

The economic in Hong Kong now is growing and the unemployment rate is lower than before. People have more earning power so correspondingly their purchasing power will be more strongly. In now days, female’s earning power does not weakness than man. The sex ratio of population, female is higher than man. So in Hong Kong Ladies market has high value. Information source form: HKSAR Publication or Statistical Table (2008 Edition), page 10 and page 12. (See appendix) So that Christian Dior Watches is preferable to targets for ladies market in Hong Kong.

As Philip Kotler, Veronica Wong, John Saunders and Gary Armstrong (Fourth European Edition) point out “Marketers should also pay attention to income distribution as well as average income. Consumers with the greatest purchasing power are likely to belong to the higher socioeconomic groups, whose rising incomes mean that their spending patterns are less...
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