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1、BUSINESS REPORTCompany name: IPC FlowersGroup members :BE（1）：张惠彬(No.11)、陈晓媚(No.16)、朱婉萍(No.18)BE（2）：林岚(No.4)、林海燕(No.5)Table of Contents1. Introduction 2. Situation analysisa) Overview of organisationb) Environmental analysis including current market size, demand analysis and market potentialc) Compet
2、itor analysis including positioning analysisd) Market segmentation and target market analysis3. Part 1 - Collect market intelligence4. Part 2 - Review current business performance and capability5. Part 3 - Evaluate the specific market6. Part 4 - Document how business can meet current and emerging ne
3、eds of the target market7. Conclusion and recommendations Introduction In this report, you can learn about our situation analysis for Hong Kong. It will contains overview of organization, environmental analysis (including current market size, demand analysis and market potential), competitor analysi
4、s (including positioning analysis), market segmentation and target market analysisOther aspect, we also have a overseas market analysis. The target market is Russia, we have made a comprehensive analysis .Through the analysis of the various, we have collect market intelligence; review current busine
5、ss performance and capability; evaluate the specific market; document how business can meet current and emerging needs of the target marketThis report was researched and authored by 5 students from the 2010 Cohort of BE students, namely Jill, Sally, Nicole, Lena and Peggy. The authors conducted both
6、 primary and secondary research, using interviews, websites, and others to reach their conclusions and recommendations. Among us Sally mainly responsible for introduction and domestic situation analysis, Lena was mainly for collect market intelligence, Nicole was in charge for review current busines
7、s performance and capability, Peggy had took target for evaluate the specific market, document how business can meet current and emerging needs of the target market, in the end Jill had a conclusion and recommendation.Situation analysisa) Overview of organisationOur company is a private company whic
8、h is a cooperative made up of individual flower growers and some private investment. As for the Human Resources, 100 staff, primarily based in Fujian, involved in purchasing and grower liaisons, marketing, finance, sales, transport and logistics, flower processing (quality control, trimming, and pac
9、kaging) warehousing and management. Our business focus on Fujian and Guangdong province. Not only we are establishing internet site currently but we also have approximately 20 million RMB annual years. According to these conditions, we can do further market development in other cities of China, such
10、 as Hong Kong.b) Environmental analysis including current market size, demand analysis and market potentialWith the development of economy and the improvement of peoples living standard, the Hong Kong residents have more and more followers demand , and more more varieties, make Hong Kong flower mark
11、et developing rapidly. Flowers in Hong Kong has already become a kind of fashionable gifts and decorations, friends and relatives in marriage, moved, shop opened, , visit the birth, and applications are on a funeral give flowers to congratulate or sympathy. The Spring Festival, valentines day, Tomb-
12、sweeping day, Mid-Autumn festival and the double ninth festival, mothers day, Christmas are a season of flourishing sells of flowers. In this rising market demand can judge the Hong Kong flower market potential is tremendous.c) Competitor analysis including positioning analysisOf course, from the Ho
13、ng Kong flower show which has been display in March every year can be seen that we also faced very strong competitors, particularly in flowers variety of cultivation. The use of a new high-end means cultivation flower is very important, it is an aspect we need to strengthen the cultivation of a litt
14、le.But we also have our advantage. There are followers Human resources: we have 100 employees, participate in procurement and growers liaison, marketing, finance, sales, transport and logistics, flower processing (quality control, trimming and packaging) storage and management. With these specialize
15、d and systematic production mode, we had more confidence.The geographical position: our business focus is to Fujian and Guangdong, especially Guangdong, adjacent to Hong Kong. This will help our business expand. Further ,to develop market abroad and laid a good economic and experience foundation.Phy
16、sical Resources, One large warehouse and processing centre. A small fleet of trucks which collect and deliver flowers to retail stores. This process has been proven to be very effective and flowers arrive at resellers in prime condition.d) Market segmentation and target market analysismarket segment
17、ation:Hong Kong has a convenient transportation, traveling, shopping are rich in resources. According to the 2011 census population of Hong Kong, Hong Kong has a total population of 7071576, the population of permanent residence in Hong Kong close to 6.5 million, shared for 91.8% of the total popula
18、tion. So the target population of age is more than 20 under 40 who have highly educated and high income, the use of electronic digital products, higher modernization degree women.1. This group has key features:(1) have their own certain economic base(2) have their own certain grade and pursue, pay a
19、ttention to life emotional appeal(3) pay attention to fashion, willing to try new things(4) study, work and life of pressure and the desire to relax2. The needs of customers for flowers:(1) decorate family room, working place order to make a beautify environment(2) give family, friends, patient, etc
20、market analysis:1. Crowd constitute of the target marketThe company will be located in high-end customers-white-collar class, and they have independent economic foundation, a little small endowment emotional appeal, and very sensitive to tide fashion. Shopping is follow ones inclinations, just be ha
21、ppy.2. Psychology analysis(1) From the age. Dress and traffic tools.(2) The consumers psychology, face. Moody interests. Consumer often have alert and mistrust psychological, we should be made to eliminate these situations.(3) Analysis of consumers spending characteristics and applications.3.Target
22、consumers demand for the product features:(1) varietiesThe Spring Festival . Many merchants statistics surface: only half a month of the Spring Festival, flowers sales accounted for 30% of annual salesThe valentines day . With its unique stretched, it can send out a cavity say more.Mothers day .Each
23、 year on 5 of the second week is mothers day, In this holiday, carnations inevitable to be the best-selling flowers. It another note, since mothers day in 2000, some local began to appear orchids selling trend.Similarly, other festival also have the representative of the best-selling flowers.(2)Pack
24、aging and qualityPackaging usually prefer to demand higher quality and personalized development trend of direction .4.Florist location choice:The florist should be located at convenient traffic downtown, because of retail profits has share about 50% of-80%. From this consideration, florist location
25、in hospitals, hotel or city entertainment, can avoid from June to September for the whole season achievement influence.In addition, from expanding retail performance improvement consideration, because wholesale profits in about 10% 30% among, so we can choose florist located in flowers market wholesale street or the florist centralized blocks. So, in the following year 9 to 5 months of the season, and all the florist and person who buy flowers are all for our customers.
