by Lee Chi-Ho. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1997. / Includes bibliographical references (leaf 85). / ABSTRACT --- p.i / TABLE OF CONTENTS --- p.ii / "LIST OF FIGURES, TABLES & APPENDIX" --- p.vi / Chapter PART I --- INTRODUCTION / Chapter 1. --- INTRODUCTION / Chapter 1.1 --- COMPANY BACKGROUND --- p.1 / Chapter 1.2 --- PROJECT OBJECTIVES --- p.3 / Chapter 1.3 --- SIGNIFICANCE OF THE STUDY --- p.4 / Chapter 1.4 --- SCOPE OF THE PROJECT --- p.4 / Chapter 1.5 --- ANALYTICAL FRAMEWORK --- p.5 / Chapter 1.6 --- RESEARCH METHOD --- p.6 / Chapter 1.61 --- Data Sources --- p.6 / Chapter 1.62 --- Research Limitations --- p.7 / Chapter PART II --- PROFILE REPORTS / Chapter 2. --- SERVICE PROFILE / Chapter 2.1 --- SERVICE SCOPE --- p.8 / Chapter 2.11 --- Retail Establishment --- p.8 / Chapter 2.12 --- Market Entry --- p.9 / Chapter 2.13 --- "Advertising, Promotional & Editorial Campaign" --- p.10 / Chapter 2.2 --- PRICING OF SERVICES --- p.12 / Chapter 2.21 --- Project-based Fee vs. Retainer Fee --- p.12 / Chapter 2.22 --- Ad-hoc Projects/Events --- p.13 / Chapter 2.23 --- Advertising & Media Placement --- p.13 / Chapter 2.3 --- MARKETING EXPENSES --- p.13 / Chapter 2.4 --- PROFIT POTENTIAL --- p.14 / Chapter 2.5 --- SERVICE STRENGTHS & WEAKNESSES --- p.15 / Chapter 3. --- MARKET PROFILE / Chapter 3.1 --- MARKET CHARACTERISTICS OF THE CONSULTING INDUSTRY --- p.16 / Chapter 3.11 --- The Consulting Industry --- p.16 / Chapter 3.12 --- The Marketing Consulting Business --- p.17 / Chapter 3.13 --- Implications to Small-scaled Marketing Consulting Firm --- p.18 / Chapter 3.2 --- MARKET TRENDS IN HONG KONG: THE NEED FOR MARKETING CONSULTING --- p.19 / Chapter 3.3 --- MARKET'S SPENDING HABITS --- p.20 / Chapter 3.4 --- MARKET OPPORTUNITIES AND THREATS --- p.20 / Chapter 3.41 --- Dependence on the Retail Environment --- p.20 / Chapter 3.42 --- Business Opportunities at the Higher-ended Consumer Brand Market --- p.21 / Chapter 4. --- COMPETITIVE PROFILE / Chapter 4.1 --- TMM'S RELATIVE STANDING --- p.23 / Chapter 4.2 --- TMM VS. ADVERTISING AGENCY --- p.24 / Chapter 4.21 --- Difference in Pricing Structure --- p.24 / Chapter 4.22 --- Competitive Strengths of TMM Over Advertising Agency --- p.25 / Chapter 4.3 --- THE THREAT OF SUBSTITUTION --- p.26 / Chapter 5. --- CLIENT PROFILE / Chapter 5.1 --- CLIENT PROFILE --- p.27 / Chapter 5.11 --- Hua Guang Hang --- p.27 / Chapter 5.12 --- Maas Corporation --- p.28 / Chapter 5.13 --- Maxly Limited --- p.29 / Chapter 5.2 --- SURVEY ON KEY CLIENTS --- p.30 / Chapter 5.3 --- RESEARCH OUTCOMES & ANALYSIS --- p.31 / Chapter 5.31 --- Reasons for Using TMM's Services --- p.31 / Chapter 5.32 --- The Evaluation of TMM's Performance --- p.32 / Chapter 5.33 --- Projects in which Clients are Highly Satisfied With --- p.33 / Chapter 6. --- COMPANY PROFILE / Chapter 6.1 --- ORGANIZATIONAL STRUCTURE --- p.36 / Chapter 6.2 --- MISSION STATEMENT --- p.36 / Chapter 6.3 --- ORGANIZATIONAL STRENGTHS --- p.37 / Chapter 6.4 --- FACTORS THAT HINDER THE ORGANIZATION FROM INCREASING POSITION IN THE MARKET --- p.38 / Chapter PART III --- KEY STRATEGIC ELEMENTS / Chapter 7. --- KEY STRATEGIC ISSUES --- p.40 / Chapter 8. --- TARGET MARKET IDENTIFICATION --- p.42 / Chapter 9. --- MARKETING OBJECTIVES / PROFIT FORECAST --- p.44 / Chapter 10. --- IMPERATIVES IN SETTING MARKETING STRATEGIES / Chapter 10.1 --- THE NEED FOR SERVICE MISSION --- p.46 / Chapter 10.2 --- THE NEED FOR QUANTIFIABLE MEASURES --- p.47 / Chapter PART IV --- STRATEGIES & TACTICS / Chapter 11. --- SERVICE OBJECTIVE & STRATEGY / Chapter 11.1 --- CONSOLIDATION OF CURRENT SERVICE OFFERINGS --- p.49 / Chapter 11.11 --- Strengthen the Financial Aspect of Retail Project --- p.49 / Chapter 11.12 --- Strengthen Relationship with Retail Renters --- p.50 / Chapter 11.13 --- Strengthen Connections with Various Distribution Modes that Foreign Brand Owner Could Consider --- p.51 / Chapter 11.2 --- CLIENT /ORGANIZATIONAL INVOLVEMENT IN SERVICE DESIGN --- p.52 / Chapter 11.3 --- DEVELOP NEW SERVICES OFFERINGS AND RELEVANT SKILLS --- p.52 / Chapter 12. --- PRICING OBJECTIVE & STRATEGY / Chapter 12.1 --- MAINTAINING EXISTING PRICING POLICY --- p.54 / Chapter 12.2 --- ESTABLISHING PRICING POLICY FOR NEW CLIENTS --- p.55 / Chapter 12.3 --- PRICING STRUCTURE BASED ON CLIENT VALUE --- p.55 / Chapter 13. --- COMMUNICATIONS OBJECTIVE & STRATEGY / Chapter 13.1 --- COMMUNICATIONS 一 A HOLISTIC VIEW --- p.56 / Chapter 13.2 --- COMMUNICATIONS WITHIN TMM --- p.56 / Chapter 13.21 --- "Documented Policies, Procedures, and Strategic Frameworks" --- p.56 / Chapter 13.22 --- Computerized Marketing Information System --- p.58 / Chapter 13.23 --- More Employee Participation --- p.59 / Chapter 13.3 --- COMMUNICATIONS WITH CURRENT CLIENTS --- p.59 / Chapter 13.4 --- COMMUNICATIONS WITH PROSPECTIVE CLIENTS --- p.60 / Chapter 13.41 --- Get Articles Published --- p.60 / Chapter 13.42 --- Reaching New Target Segments --- p.61 / Chapter 13.5 --- COMMUNICATIONS WITH ASSOCIATED CONSULTANTS AND COOPERATING PARTIES --- p.62 / Chapter 14. --- SALES OBJECTIVE & STRATEGY / Chapter 14.1 --- RESPONSIBILITY OF SELLING IN THE COMPANY --- p.63 / Chapter 14.2 --- CHIEF MOTIVATOR OF SALES --- p.63 / Chapter 15. --- CHANNEL OBJECTIVE & STRATEGY --- p.65 / Chapter 16. --- TACTICAL ACTION PLAN --- p.66 / Chapter 17. --- CONTROL & BUDGET / Chapter 17.1 --- CONTROL & MONITORING OF THE MARKETING SYSTEM --- p.68 / Chapter 17.2 --- PRELIMINARY BUDGET --- p.69 / Chapter PART V --- APPENDIX & BIBLIOGRAPHY / APPENDIX --- p.71 / BIBLIOGRAPHY --- p.85
| Identifer | oai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_321797 |
| Date | January 1997 |
| Contributors | Lee, Chi-Ho., 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, vi, 86 leaves : ill. ; 30 cm. |
| Coverage | China, Hong Kong, China, Hong Kong, China, Hong Kong |
| 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/) |
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