文档介绍：Marketing Plan
Christine Chan
Czarina Lai
Debby Lai
Percy Tse
May. 16, 01
pany – Maximize Your Strength
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A. About Us
Established in 1973, FootMax is a Hong Kong based OEM sport pany. At the beginning, we provided further processing service of quality shoes for various brands. Our headquarter is located in Hong Kong whereas own factory is located in China.
With ISO 9002 quality assurance and solid experience, we started to create our own brand “FootMax” in 1996. We have set up a total of 8 FootMax Specialty Stores, 5 in Hong Kong and 3 in overseas including: Taiwan, Korea and Singapore. We also consign our quality products to certain retail stores for sale both locally and in S. E. Asia.
B. Our Goal – Market Share
In 1996, our market share in the sport shoe industry was only 1%. However, with the great effort of our management and the support of our customers, we have a great expansion in our business. We therefore obtained % of the market share in 2000.
For 2001, our goal is to reach % of the market share.
To achieve the goal, we will prepare to launch a series of marketing strategies on both online and offline.
C. Our Mission
To provide an ultimate footwear for our customers
To provide quality products
To provide quality after-sales services
D. Our Target Market
Our target market will be a group of teenagers and youths with an age from 16 – 25.
The reasons for us to choose them as our target audiences are:
They have high purchasing power.
They are high rate in online visit.
They are creative, fashionable and energetic.
They want to be different and unique.
They are willing to try and accept new things.
E. Our Marketing Plan
Our marketing plan will be implemented in July 2001 with various online and offline promotional programs.
For the ing 3 years, we will mainly focus on our Hong Kong market first and seek for further business expansion across S. E. Asia countries. With this stepping stone, FootMax can therefore expa