Shanghai Tang

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1 Introduction1



2 Macroenviromental Forces1



3 SWOT

3.1 Strength2 - 33.2Weaknesses3
3.3Opportunities3 - 4
3.4Threats4


4. Product/Market Expansion football field5
4.1Market Penetration5
4.2Market culture6
4.3Product Development6 7
4.4Diversification7

5. shanghai Tangs stream Market7 - 8
5.1Demographic Segmentation8
5.2Psychographic Segmentation8 - 9
5.3Perceptual Map9


6. Integrated Marketing Communication dodge10
6.1Advertising10
6.2Direct Marketing11
6.3Personal Selling11


7. deduction11

8.References12


1. INTRODUCTION

move Tang is the first Asian highlife taint which was launched in 1994, by entrepreneur David Tang. Its a confidential information luxury brand offering divers(a) modus vivendi products with magnificent Chinese designs, adding a whiff of modern elements making it extraordinary in its fashion.



In the ever growing world of luxury, Shanghai Tang needs to enhance on its products and marketing strategies to preventive current and competitive. This project discuss the various strengths and challenges of Shanghai Tang, and various strategies including integrated communication system that they can adopt to corroborate their brand image and presence in the world of luxury goods.

2. MACROENVIROMENTAL FORCES
There are several macro environmental forces that Shanghai Tang faces when competing with other famous brands, such as demographic and cultural forces. Demography is the study of human population entropy which includes gender, race, age, occupation, education, income and other relevant statistics (Kotler & Armstrong 2004). Shanghai Tang is a lifestyle brand as they cover ready-to-wear for men, women, and children, as strong as accessories and home furnishings. Therefore their target...If you want to get a full essay, order it on our website: Ordercustompaper.com



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