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ie project ppt

Uploaded by

Moha Omar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Strategy development for

improving
competitiveness of a
Chinese local
convenience store : Case
of Suguo Co., Ltd
{ By:
Abel Demirew / 191562158/
Mohamed Omar / 191561121/
Yonathan Berhanu / 191564138/
 To Analyze the situation of the case company and
its market , in order to create a strategic map

 To find out how to improve the Chinese


convenience store’s competitive ability in the
domestic market

Research Objective and Aim


 Strategic Map
 Strategic marketing plan
 SWOT analysis

Outcomes
 Suguo Co., Ltd; it belongs to China
Resources (Holdings)
 was founded in July, 1996, and located in
Nanjing City, china
 It sells products that people use in their
daily lives

Description of the company


 is a Japanese chain convenience store
 Is located in Shanghai and it can be
regarded as a typical example which has
already entered the Chinese market
successfully

Description of FamilyMart
 Definitions of business strategy and strategic
management
 Current situation of Suguo in view of strategic
management
 regional development strategy,

 the multiple formats strategy,

develop remote market strategy

 Current situation of Family Mart in view of strategic


management
Extending quality

Analysis of Strategic Management


of Suguo and family mart
 Reputation capital is built upon the trust
and confidence of stakeholders and
customers in an organization
 “A brand is a promise made and kept in
every strategic, marketing and human
resource activity, every action, every
corporate decision and every customer
and employee interaction intended to
deliver strategic value to an
organization”

Corporate reputations and branding


Six different perspectives of
corporate reputation
 It has its branding value
 it produces products under its own brand
and sells it through its branding value

As the case study of Suguo,


 Human resource management is the
process of developing employees’ value
for creating profit for the organization

Human resource management


Eight aspects of human
resource management in
Suguo
 The current customer service of Suguo is not as
good as the current customer service of Family
Mart
 The following aspects need to be improved by
Suguo
employees’ attitude to the customers

Employees working enthusiasm

Customer service
 It refers to the strategic guidance to a
company in different perspectives.
 is also crucial for making the final
decision

Strategic map
Financial perspective
Customer perspective
Internal process perspective
Learning and growth perspective
 ”Marketing is about identifying and meeting
human and social needs. One of the shortest good
definitions of marketing is “meeting needs
profitably”
 for consumers, market is a place to buy products,
for entrepreneurs, market is a place to achieve
profits

Marketing and Market


Situation of marketing and
market of Suguo
• Family Mart’s Market
 A marketing strategy is the result of
decisions being made about how a
particular product or service will be
promoted to its target customers.

Marketing strategy
 We chose Five Ps as the theoretical
basis, i.e. people, price, place, promotion
and product.

Marketing strategy for the case company


Current marketing strategies New marketing strategies(suggestions)

–Manager (owner): making decisions. –Manager (owner): discussing with


employees when making business
–Employees: introducing product decisions, sometimes going to the store
and answering questions for and asking advices from customers.
customers.
–Employees: smiling when talking with
–Services: no special service. – customers, initiative to ask whether
Suppliers: general relationship with customers need helps (especially for old
suppliers, not good or bad. people).
–Customers: students, women, old –Service: providing home delivery
people service in nearby area.

–Suppliers: making a good relationship


with suppliers.

–Customers: extending opening hours


to attract customers who are working,
studying or going to club in the night

People
Current marketing strategies New marketing strategies(suggestions)

–Price: reasonable price, same with –Price:


other convenience stores, prices are
showing on the products’ packages. –Designing a price list, because
sometimes prices on the products’
–Discount and special offer: no packages are not clear.
discount and specially offer
–Designing a price list for home
delivery service.

–Discount and special offer.

–Cooperating with suppliers to give


discounts or special offers for
customers on festivals.

–Giving special offers for the products


which are about to expire.

Price
Current marketing strategies New marketing strategies(suggestions)
–Products: products for daily use, –Products: providing ready- to –eat
food, and drinks. products, coffee machine, and foreign
products.
–Suppliers: local suppliers.
–Suppliers: purchasing products from
–Quality: high quality. foreign suppliers.

Product
Current marketing strategies New marketing strategies(suggestions)

–Location: nearby people’s living –Layout ：


area and school.
–Distributing the store to products
–Transportation: convenient, nearby area and eating area, adding a
bus station. small area for customer to sit and
eat food.
–Layout: exhibition stand of product
is neat and clean –Providing a microwave at eating
area.
–Decoration: traditional style-white,
common with other convenience –Decoration: changing the
stores. traditional white style to a colored
decoration.

Place
Current marketing strategies New marketing strategies(suggestions)

–Advertising: no advertising. –Advertising:

–Contacting tools: Telephone, e-mail. – Doing advertising in newspapers.

– Doing advertising at bus stations.

– Doing advertising in leaflets.

Promotion
 The overall evaluation of a company’s
strengths, weakness, opportunities, and
threats is called SWOT analysis.

SWOT analysis
Strengths Weakness

1. Seventeen years business, have 1. Products are not comprehensive,


regular customers. lack of foreign products.

2. Good location and convenient 2. Store premises are small-sized.


transportations.
3. Customer service is not high qulity
3. Good quality of products. enough.

4. Good corporate image. 4. Advertising is not done.

5. Reasonable prices of products.

SWOT analysis of suguo


Opportunities Threats

1. The trend of global market is that 1. The number of convenience store


every firm could import products from opening in China is increasing.
foreign countries.
2. The number of foreign convenience
2. The policies of Chinese government store opening in China is increasing.
support the development of small
enterprises. 3. There are more competitors.

3. Good media technology is available. 4. The demands of customers are


always changeable.
4. Developed Internet technology is
available.

5. The development of logistics is


possible.

6. There are many suppliers of a


product.

SWOT analysis of suguo


 . Since the case company still has
drawbacks in the development strategy
management, we designed a marketing
strategy, developed a strategic map, and
provided the SWOT analysis. Therefore,
there is the possibility that the case
company improves its competitiveness in
the domestic market on the basis of
analyzing its market and strategic
management.

Conclusion

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