StudentShare solutions
Triangle menu

Strategic marketing 2 - Essay Example

Presently the company operates with 40 staffs. The company started competing with branded glass manufacturers from early 1990s and cemented their position as premier glass manufacturers in Singapore, Malaysia and Hong Kong. Sales growth for the company slowed down during the period of 2003 due to external factors. In the initial years Henrik Skagen used two types of marketing strategy to increase sales revenue. Henrik Skagen used trade shows to promote glass product and increase brand equity among customers. Internal sales force was used to explore retail channel sales. New generation of Skagen family have changed the traditional product strategy of the company in order to fillip the growth of the company. Sandra and Lars Skagenby extended product portfolio by including items such as reading sun-glasses, non-prescription reading glasses, sports goggles and glass cases. Marketing Overview Product Reading sun-glasses, Non-prescription reading glasses, Sports goggles and Glass cases. The company uses Nordic style of strong lines and bold colours in their offering. Price Retail price of reading glasses is between $35-$85 while retailer sells a pair of sunglasses at $35-$140 Place The company sells their product through distribution channel complemented with accessory shops, department stores and sports outlets Promotion The company uses trade shows and in store sales promotion to create awareness among customers Target Market Seventy percent of sales are contributed by consumers over the age group of 40 while sports products are targeted for young people Target Country Singapore (company owned retail shops), Malaysia & Hong Kong (franchise business model) Marketing Challenge The company wants to expand their business in South Asian Market and Vietnam has been selected for their future business expansion Financial Overview Sales Revenue (2011) $58.6m Operating Profit $5m Sales Revenue (Country & Product category wise) Singapore Malaysia Hong Kong Sunglasses $7.7m $12.4m $5.1m Spectacles $5.3m $11.7m $6.7m External Analysis Bright Eyes needs to conduct macro environment audit such as PESTLE of the country in order to explore business opportunities of the country (Elearn, 2012, p. 75). PESTLE PESTLE analysis helps companies to get a picture in terms of macro environmental perspective (Henry, 2008, pp. 51-56). Political CPV or Communist Party of Vietnam has recently changed their industrial policy and has taken progressive approach for industrial development. The government is also supporting foreign players to invest in the country hence Bright Eyes will get support from government to expand their business. Country trend suggests that CPV has not faced any major threat from opposition party in recent times hence from the view point of political stability the country is going strong. Economic The country is suffering from high inflation rate hence overall GDP growth is slow for Vietnam (Tucker, 2010, pp. 194-195). Foreign players are investing in developing industrial park in the country. Vietnam has attracted foreign players to invest $271m in industrial projects last year. Government has sanctioned nine FDI projects worth of $112bn for next three years (Pham, 2004, pp. 69-97). Economic situation of the country is positive for companies like ...Show more


Strategic Marketing 2 Table of Contents Table of Contents 2 Bright Eyes 4 Marketing Overview 4 Financial Overview 5 External Analysis 6 PESTLE 6 Political 6 Economic 7 Social 7 Technology 7 Environment 8 Legal 8 Vietnam’s Eyeglasses Industry 8 Retail Industry for Eyewear 9 Industry Dynamics 9 Primary (Urban & Semi Urban) 10 Secondary (Rural) 10 Tertiary (Tourists) 10 Marketing Mix 11 Product 11 Price 12 Conclusion 14 Bright Eyes “Bright Eyes” is a manufacturer of glasses/spectacles based in Singapore…
Author : jayce56
Strategic marketing 2
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"Strategic marketing 2"
with a personal 20% discount.
Grab the best paper

Check these samples - they also fit your topic

Strategic Marketing
Marketing is a good entrepreneurship tool in a sales company. The marketing concept of building an organization around the profitable satisfaction of customer needs has helped firms to achieve success in high-growth, moderately competitive markets. A comprehensive industry analysis requires a small business owner to take an objective view of the underlying forces, attractiveness, and success factors that determine the structure of the industry.
4 pages (1000 words) Essay
Strategic Marketing
These stages can be listed as below: (1) Sporadic export: This is the initial stage of internationalization in which, the organization selects an international markets to be explored. In this stage, the firm has no prior information related with the external business environment of the new market.
4 pages (1000 words) Essay
Strategic marketing is one of the tools that a company can use to achieve its long term and short term objectives. Being a technology firm, BT Tech marketing strategy is very important as it determines how the market receives the company’s products. The company has been involved in various marketing programs aimed at improving the accessibility of its products in the mass market.
6 pages (1500 words) Essay
Strategic Marketing
In recent years, the management theories have changed significantly as management styles have been improving constantly. Increasing competition and expanding market exposure are the major reasons behind such notable improvements. The post-modern business organisations have realized the importance of long term success for achieving competitive advantages.
8 pages (2000 words) Essay
Strategic Marketing - Mod 2 Case Assignment
Many business people are in fact misinformed about the actual distinctions between advertising, sales promotion, personal selling and marketing when it comes to the real task of getting the sales targets achieved. But looking back on it all, marketing is a very wide concept and includes everything from identifying customer needs and wants, determining how best to satisfy them and then developing a product or service that fulfils this need.
4 pages (1000 words) Essay
Strategic Marketing
Strategists often overlook the fact that any strategy made by the business enterprise refers to the creation of value in certain product market and retaining it satisfactorily (Thompson, 2001). Improvements in the functional strategies of the operating units are essential for the development of a successful corporate strategy (FAO, n.d.).
24 pages (6000 words) Essay
Strategic marketing
(Parmerlee, 2000) A marketing management audit consists of reviewing three fundamental elements that are how one views and approaches the markets one serves; the
8 pages (2000 words) Essay
Strategic Marketing
Often the challenging aspect is not just marketing but also to remain truly competitive in the marketplace for long periods,
4 pages (1000 words) Essay
Strategic Marketing
It also helps in the analysis of specific strategies so as to meet customers’ demand (Wiley, n.d.). A strategy, on the other hand is referred to the plan that integrates the major objectives, decisions,
6 pages (1500 words) Essay
Strategic Marketing
The post-modern business organisations have realized the importance of long term success for achieving competitive advantages. In this respect, they have recognised their responsibilities towards its
8 pages (2000 words) Essay
Comments (0)
Click to create a comment
Let us find you another Essay on topic Strategic marketing 2 for FREE!
Contact us:
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
Join us:
Contact Us