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Strategy of converting prospects into customers for HMV Hong Kong.

by Yau Ka Pui, Lea [and] Yeung Sze Man. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1997. / Includes bibliographical references (leaves 108-112). / ABSTRACT --- p.II / TABLE OF CONTENTS --- p.IV / LIST OF ILLUSTRATIONS --- p.VI / LIST OF TABLES --- p.VII / ACKNOWLEDGEMENT --- p.IX / CHAPTER / Chapter I. --- INTRODUCTION --- p.1 / Global Trend --- p.2 / Music Industry in a Global Perspective --- p.2 / Growth of Mass Retailing IndusTRy in Hong Kong --- p.5 / Marketing Situation of the Small Music Retailers in Hong Kong --- p.7 / Product --- p.7 / Price --- p.8 / Place the Stores --- p.8 / Promotion --- p.9 / Emergence of CD Chain Stores in HK Music Retailing in Early 1990's --- p.10 / HMV CD Retailing Chain Stores --- p.10 / HMV as a Store Differentiator --- p.11 / HMV's unique Store Atmosphere: --- p.13 / Carefuliy Designed Entertainment Facilities in HMV --- p.14 / HMV's Role as an Information Provider --- p.15 / Market Reality --- p.19 / CHAPTER CONCLUSION --- p.20 / Chapter II. --- RESEARCH OBJECTIVES --- p.22 / Chapter III. --- METHODOLOGY --- p.24 / Data Collection --- p.25 / Sampling Plan --- p.25 / Terminology --- p.26 / Chapter IV. --- DATA ANALYSIS AND RESULTS --- p.29 / Causeway Bay Store --- p.29 / Profile of Existing Shoppers --- p.29 / "Profile of HMV Buyers and "" Mere Shoppers""" --- p.35 / Profile of Buyers with regard to their Purchase Volume --- p.39 / Shatin Store --- p.43 / Profile of Existing Shoppers --- p.43 / "Profile of HMV Buyers and “Mere Shoppers""" --- p.47 / Profile of Buyers with regard to their Purchase Volume --- p.49 / Summary of Analysis and Results --- p.51 / Chapter V. --- RECOMMENDATIONS --- p.54 / The Marketing Model --- p.55 / The Market Segmentation for HMV Customers --- p.56 / Target Group Analysis --- p.58 / Generic Marketing Objectives --- p.59 / Enlarge the Market --- p.60 / Increase Market Share --- p.60 / Improve Profitability --- p.60 / Specific Objectives for HMV --- p.61 / Analysis of Mere Shoppers --- p.62 / The Marketing Tactics for Mere Shoppers --- p.62 / Free CD Trial in Neighbouring Retail Stores --- p.63 / Coupons --- p.63 / Set a Time Slot for CD on Sales --- p.64 / Men's Day --- p.64 / Analysis of the Light Buyers --- p.66 / Feasible Marketing Tactics for the Light Buyers --- p.66 / HMV Club --- p.67 / Chance of Getting an Autographed CD --- p.68 / Chance of Getting an Autographed Poster or Photograph --- p.68 / Dedication Service --- p.69 / "Modification on the Current ""Members Card""" --- p.69 / Analysis of the Medium Buyers --- p.72 / Marketing Tactics for the Medium Buyers --- p.72 / Starting from the Existing Pool of Information --- p.72 / Store Image --- p.73 / The Real Meaning of Quality Service --- p.75 / A Private Listening Area --- p.76 / Analysis of the Heavy Buyers --- p.76 / Marketing Tactics for Heavy Buyers --- p.77 / Customer Retention Program --- p.77 / HMV Credit Card --- p.77 / Direct Mailing Service --- p.78 / Quality Service --- p.78 / A Private Listening Booth --- p.78 / Long-term Marketing Strategy --- p.79 / The Significance of a Customer Database --- p.80 / Blueprint for Customer Segmentation --- p.81 / Quality Data for precise Target Segments --- p.81 / Basis for Relationship Marketing --- p.82 / Customer Databases as a Survey Research Complement --- p.82 / Customer Survey as a Monitoring Means --- p.83 / Chapter Conclusion --- p.85 / Chapter VI. --- CONLUSION --- p.86 / Project Limitation --- p.86 / Objectives achieved in this HMV Project --- p.87 / Marketing Implications for Other Organisations --- p.88 / APPENDIX --- p.90 / BIBLOGRAPHY --- p.108

Identiferoai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_321760
Date January 1997
ContributorsYau, Ka Pui Lea., Yeung, Sze Man., Chinese University of Hong Kong Graduate School. Division of Business Administration.
Source SetsThe Chinese University of Hong Kong
LanguageEnglish
Detected LanguageEnglish
TypeText, bibliography
Formatprint, 43, 112 leaves : ill. ; 30 cm.
CoverageChina, Hong Kong, China, Hong Kong, China, Hong Kong
RightsUse 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/)

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