Hong Kong Marketing plan and strategies for the Claude Montana watch brand.

Description

by Chan Lung Anthony, Ho Shun-Wah Montgomery. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1992. / Includes bibliographical references. / TABLE OF CONTENTS --- p.i / CHAPTERS / Chapter I. --- INTRODUCTION --- p.1 / Chapter II. --- METHOD --- p.5 / Chapter III. --- MARKET PROFILE --- p.7 / Chapter IV. --- PRODUCT PROFILE --- p.12 / Chapter V. --- CUSTOMER PROFILE --- p.16 / Chapter VI. --- COMPANY PROFILE --- p.20 / Chapter VII. --- PRODUCT POSITIONING AND TARGET MARKET SELECTION --- p.22 / Chapter VIII. --- COMPANY'S MISSION AND GOALS --- p.27 / Chapter IX. --- MARKETING OBJECTIVES --- p.28 / Chapter X. --- PRODUCT OBJECTIVES AND STRATEGIES --- p.29 / Chapter XI. --- PRICE OBJECTIVES AND STRATEGIES --- p.33 / Chapter XII. --- PROMOTION OBJECTIVES AND STRATEGIES --- p.36 / Chapter XIII. --- SALES FORCE OBJECTIVES AND STRATEGIES --- p.40 / Chapter XIV. --- DISTRIBUTION OBJECTIVES AND STRATEGIES --- p.43 / Chapter XV. --- CONTROL --- p.47 / Chapter XVI. --- ADVERTISING PLAN --- p.48 / APPENDIX / Chapter 1. --- FINDINGS OF QUESTIONNAIRE ON TARGET GROUP --- p.53 / Chapter 2. --- QUESTIONNAIRE --- p.56 / Chapter 3. --- SUMMARY OF INTERVIEW WITH HENRY DUONG --- p.63 / Chapter 4. --- EFFECTIVE COMPARISON AMONG MEDIA --- p.64 / Chapter 5. --- EFFECTIVENESS COMPARISON AMONG NEWSPAPERS --- p.65 / Chapter 6. --- EFFECTIVENESS COMPARISON AMONG MEDIA PRODUCT --- p.66 / Chapter 7. --- SPECIALISED/VERTICAL PUBLICATION --- p.67 / Chapter 8. --- READERSHIP PROFILE --- p.68 / Chapter 9. --- FIELD SURVEY OF PRICES OF WATCHES IN HONG KONG --- p.71 / BIBLIOGAPHY --- p.72

Links & Downloads

1. cuhk:318869
2. http://library.cuhk.edu.hk/record=b5887110
3. http://repository.lib.cuhk.edu.hk/en/item/cuhk-318869

Tags

Asia commercial Holding Co. Ltd.

Branding (Marketing)--Case studies

Sales promotion--Case studies

Additional Fields

Identifer	oai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_318869
Date	January 1992
Contributors	Chan, Lung., Ho, Shun-Wah Montgomery., Chinese University of Hong Kong Graduate School. Division of Business Administration.
Publisher	Chinese University of Hong Kong
Source Sets	The Chinese University of Hong Kong
Language	English
Detected Language	English
Type	Text, bibliography
Format	print, ii, 73 leaves ; 30 cm.
Rights	Use of this resource is governed by the terms and conditions of the Creative Commons “Attribution-NonCommercial-NoDerivatives 4.0 International” License (http://creativecommons.org/licenses/by-nc-nd/4.0/)