strategic marketing plan - case debate at hogeschool van amsterdam

Fail to identify the root of problem

Contradiction between strategy

& SWOT

Overestimation

3MAIN

PROBLEMS

Fail to identify the root of problem

Contradiction between strategy

& SWOT

Overestimation

3MAIN

PROBLEMS

Fail to identify the root of problem

Contradiction between strategy

& SWOT

Overestimation

3MAIN

PROBLEMS

Fail to identify the root of

the problems

WHAT ACTUALLY HAPPEN??

• No emotional value attach to the brand

• Lack of effective SCA

• Lack of customer intimacy and good communication

MARKET PENETRATION

DO NOT BUILD SCA

A good Marketing strategy should consider the building of a SCA

If Your Marketing strategy doesn’t point out how to building up SCA

THEREFORE, we can conclude that the particular marketing strategy is NOT a good Marketing strategy!!!!!!!

NONE OF THEM REFLECT

THE BUILDING OF SCA

Travelers Business Electronics

C&B is a Niche playerMass Advertisements

in Niche Market? Workable?

Too Broad Target Group? Workable?

“All things to All people”

POTENTIAL????

TRAVELER

Percentage of Travellers' Luggage Types Preference

Leather6% Fiber

15%

Canvas34%

Others45%

Leather

Fiber

Canvas

Others

Ladies Purses23%

Men's Purses37%

Travel Accessories

17%

Business Articles19%

Ladies Handbags

3%

Consumer Electronics

Protection Bags1%

Ladies Purses

Men's Purses

Travel Accessories

Business Articles

Ladies Handbags

Consumer ElectronicsProtection Bags

What are we good at?

sending gifts/samples to customers ??

ISSUES

• High cost since it is LEATHER

• The fact is People only buy leather twice a Year!!!

• The fact the budget doesn’t appear on your pie chart

Where is Your sample gift budget??????

Contradiction between strategy

&

SWOT analysis

It contradicts to C&B strengths

• High quality• Wide product range• Good image• High brand awareness

STRENGTHS

IF C&B LIQUIDATES ITS DOG

Mismatch between

Strengths and

Strategy

Overestimation

Market growth rate

Total growth rate in the next 3 years

Target Market

• Business executives

- Affordability

- Status enhancement

- Quality product

(Leather)

Future Trend

• People are moving toward the idea of self-expression.

• They are finding the products that are tailored made for their individuality

>>>> differentiate and special.

Therefore, we are trying to build our Sustainable Competitive Advantage (SCA)

“Operational adaptability to offer greater value which meet customer needs and demands”

Strategies

“Operational adaptability to offer greater value which meets customer needs and demands”

• Rebranding

Strategies

“Operational adaptability to offer greater value which meets customer needs and demands”

• Rebranding

• Customers’ intimacy

Strategies

“Operational adaptability to offer greater value which meets customer needs and demands”

• Rebranding

• Customers’ intimacy

• Superior design

Rebranding• Endorsement Advertising

Magazine

Rebranding• Event

Rebranding• Event

Customer Intimacy

• Open on-line shopping

On-line Shopping

On-line Shopping

On-line Shopping

On-line Shopping

Customers’ Intimacy

• Embossing

Zalano

Superior Design

• Cooperate with famous designers

- Limited Edition

- Enhance the company’s design and

brand image

Superior Design

• Collection

- Twice a year (Seasoning)

Examples of Print Adfor Seasoning Collection

Budget for the Marketing Plan

Event35% Endorsement

14%

Embossing1%

Magazine Advertisement

20%

Design Development

30%

Event

Endorsement

Embossing

Magazine Advertisement

Design Development

In Long-Term

• Open our own shop !!

- Made-to-order

- Invest in customer relationship

management (CRM)

Own Shop

In Long-Term

• Create sub-brand

- Target young customers

- More colorful in design

- Non-leather / semi-leather product lines

“We provide essential opportunities for young plant to develop and grow sustainably“

Sub-brand

• Heidi’s by C & B

In Long-Term

• Move company’s inspection and quality control (QC) department to China

- Save transportation costs

- Also decrease ‘pipeline length’ in the

supply chain

- Allow the company to response quickly

to customers

Transportation

Transportation

Conclusion

• Short-term

- Rebranding

- Customers’ intimacy

- Superior design

• Long-term

- Own shop

- Sub-brand

- Moving QC

department to China

Support our SCA !!!