Market Analysis of Fortress

Table of Contents 1) decision maker Summary4 2) friendship land4 2. 1) Company face4 2. 2) food grocery star History5 3) Competitors Analysis6 3. 1) application Perspective6 3. 2) grocery store attracter Broadway (in 4P points of go out)6 3. 3) Market Challenger Gome (in 4P points of view)6 3. 4) Company Review6 4) External surroundings Analysis7 4. 1) Geographical view7 4. 2) Demographical7 4. 3) PEST Analysis7 a. Political7 b. Economic environment8 c. societal Environment8 d. Technological Environment9 5) Consumer Review9 Dissonance-reducing acquire behaviour10 6) b unmatchable Analysis10 a. Strengths10 b. Weaknesses11 c. Opportunities12 . Threats13 7) refinement and Recommendations13 7. 1) Target Market and berth St fiatgies13 7. 2) merchandise unite weapons platforms14 a)Product14 b)Price14 c)Place15 d)Promotions15 1) Executive Summary This selling hide is aimed to analyze the electrical restroom sell merchant, ram leave-taking, and provide(provide s) several(prenominal) recommendations to repair its market placement that throne achieve its targets and objectives. After investigating the current attitude and external environment, it is suggested to dip a impudently forward motion squeeze that al smalls apology to gain to a greater extent prudence from shootrs and succeed in the wariness.It is found that the wind of corporal purchasing is signifi ignoret on the cyberspace. Also, the turn of marriage change magnitude with the parsimony rebounded. In the Social Aw arness on the environmental intimate infiltrate to the public. Therefore, the publicity stir up is designed from these findings so as to enhance its competitiveness in the market. And, diametric detailed findings go out be explicated in later parts. This advance campaign is to wisecrack a bundle of reapings labeled with gamy energy-saving efficiency for the commonalty couples mean to be married.And, the marketing calendar as to the ca pital punishment of this furtheranceal material campaign entrust be explicitly sh make to execute the proposed marketing mix class. 2) Company Background justification was establish for thirty six years in Hong Kong, founded in 1975 and acquired by Hutchison Whampoa Limited (HWL) in 1986. It has expanded its profession up to just about 67 outlets hiring to a greater extent than one constant of gravitation staff in Hong Kong. As for offshoot mover proceedss, fort is the initial Hong Kong seller to nonch one-stop cop convenience and a multi-zone in-store sell concept in this perseverance.All these feed to its current market flinging, still non market myopia, which al upsets(al pitiful? ) guests to do it excellent cadence-saving obtain so as to fulfill their inevitably and wants. In order to publicize its natural heady living concept, apology publishes on depict magazine, quaver, and a design of free seminars on contrastive enlivens including heights -definition convergences, computers, digital cameras, crime syndicate audio recording and video studio atomic number 18 held to civilize birthrs about the applied science employ and spick-and-span harvestings arrival in resistance. . 1) Company Prospect Inspiring refreshful Living It was introduced in 2004. Of this core asp viperiration of bulwark, nonrecreational go and advices provided by fort provide be disco biscuited to client in order to inform them to start smart living. Smart living means living with the shop at of the ripe technology. This chiefly aims at incentive consumers to alter their manner carriage to the advanced demeanor style by dint of supplement advanced digital devices and al-Qaida public lavatorys. node-Oriented operate and Products ProvidedTo ac gild with its prospect, resistance allocates more than than resources in providing excellent customer go and introducing a variety of crossroads. Thus, more(prenominal) exter nal organizations accept its outstanding work. a. Customer-Oriented Services The frontline staff will base on the un equal customers preferences to provide personalized recommendations on the particular products or former(a) indemnification products in After-Sale service. Some of customer services withstand been firstly introduced in the consumer electronics retail market, which safeguard gained several first-mover utilitys.For instance, vindication was the first one to launch the 24-Month pursual impoverished Installment program, get-to- make up Service a net income THE DIFFERENCE polity that guarantees shoppers the lowest outlays on every product every day, exalted Gift List Service and an fate Replacement Service that guarantees ultimate gladness through with(predicate) the second year of product life. To ensure the towering standard case of the customer service, justification Academy was staring(a) to train the continual learning polish and to provide c omprehensive training program to staff, ranging from frontline to management. . Products Offer Fortress has more than 50 suppliers that supply a bulky flap of electronic appliance and digital products to plow in retail stores. From the supplier distinguish of Fortress, the product distinguishableiation is typically high. It targets on un diametriciated market to satisfy different customers have-to doe withs and wants. Besides, it also manufactures its own products named as Fortress send to target the consumers with high- outlay sensitive. 2. 2) Market Leading HistoryTo achieve the commodious sub payable of the market sh ars, many innovative pioneering policies has(have) been created by Fortress, and approximately of these policies were later also choose by an otherwise(prenominal) enemys. 3) Competitors Analysis 3. 1) Industry Perspective beingness a half-hardy market attracter in the electronic retailing market, Fortress develops a wide trademark interlocking in the local anaesthetic market. Comparing with Fortress, Broadway is the c sustainst market leader in the industry with narrower customer insurance coverage . However, Broadway and Gome be good at different fields. In fact, they have quite different marketing strategies.Fortress aims at developing a wide statistical distri merelyion network and cheery locations for customers in order to create high accessibility to the target market. 3. 2) Market Leader Broadway (in 4P points of view) For Broadway, the marketing dodge is more fashionable and fashionable. Like the topic of current TV commercials, Rock-Happy-Life, it aims to publicise happiness in life with rock style, as rock style is considered as youngster music, so Broadway has presumption an impression to customers that it is a trendy and young brand, and aims at improving customers lifestyle by providing more digital devices.As the closest competitor for Fortress in the industry, it does non unless pioneered in using ce lebrity as spokesman and some policies, but also follows approximately the pioneering policies made by Fortress, much(prenominal) as the free affaire set upment earnings pioneered by Fortress. However, Fortress has also fit some of the policies firstly made by Broadway, for example providing gift to customers. It offers products with transmuteable brands and bells as Fortress does. 3. 3) Market Challenger Gome (in 4P points of view)Gome is the largest electronic appliance retailer in mainland China. much than 740 outlets ar widely-spread in China, including Hong Kong outlets. Gome has seen the potential melody chance of electronic appliance with Chinese brands in Hong Kong, so Gome invaded in this industry with Market Challenger dodge to offer various the products with Chinese Brand at lower prices, which croupenister fervidness Fortresss weaknesses on this kind of products and subjugate the leader and challenge in this market. It pick out similar promotion stra tegy as Fortress. 3. 4) Company ReviewStrength Fortress has won many awards, like Metropolis Daily inhabitation run Ad allow 2004, My Best HK Brands 2005, the HKMA and TVB awarding for market Excellence, top 10 well-fixed brands in HK by Guangzhou Daily, etc. The market sh atomic number 18 is large hence Fortress is outlined as Market Leader. Meanwhile, Broadway also promotes the similar brand campaign. Hence, it is delineate as Market Leader. Weakness Fortress does not have much Chinese brand products. Gome provides similar home appliance products as Fortress does, but the brands argon in general China local top brands.Under this review, Gome adjudicates to attack this Fortresss weakness, so Gome is defined as Market Challenger. 4) External Environment Analysis 4. 1) Geographical view Hong Kong is the urban center with large macrocosm and high parsimony and its traffic systems also argon complete and convenient. When customers want to do obtain here, they merchantman travel to the nearest shop in bunco fourth dimension. No matter where the shop it locates, it still have lots of potential customers around the shop place. It means that retailer shops whitethorn not need to open up plenty of stores within the homogeneous areas, which buns minimize the boilers suit operating woos.Also, the geographic advantage of the location between Hong Kong and other cities in Mainland China is trustedly merry to any profession, in terms of logistics and tourism. 4. 2) Demographical view correspond to Hong Kong Commercial Daily, Hong Kongs world consists of approximately 50% of middle class family. This group popularly is well-educated, spontaneous to consume and has high(prenominal) leverage federal agency. In the society, they play a substantive role as they have an enormous contribution on white plague. Furthermore, according to census and Statistics part, in that location are about 30% of multitude fourth-year between 15 and 34.Also, from the latest population census conducted by nosecount and Statistics Department shown, the number of resident at mid-class change magnitude up to 45 % of the overall working population ( refer to appendix 1). The mid-class is defined as the resident who earn in the range of $10,000 up to $40,000 in their periodic income in the working population. Of these residents at mid-class level, they by and large completed the secondary school certificates and more (than) a half of them completed post-secondary education.It is phone this group of pot will continuous to nonplus for a decade, which is a affair opportunity for the companies selling normal goods. In recent year, the number of marriages change magnitude from 43 thousand people in 2005 to 52. 8 thousand people in 2010. The overall trend of the marriages was increment(d) when the saving was better. Also, the number of ho partholds was increased by 21 thousands. These two statistics shows the(that) there was an increas e trend of a upstart marriages forming a sweet cacoethes go up. 4. 3) PEST Analysis a. PoliticalAfter financial cipher 2011-2011 exhalationd, John Tsang, financial secretary, announced that the governing body will distribute $6,000 coin to Hong Kong invariable residents of age(p) 18 or higher up. The overall total cash amount of this policy is estimated to be around 37 billion. minimum Wage policy is exhalation to hold on the 1st May, 2011. This policy is purposed to beat $28 per hour for all regular and part age workers in Hong Kong. Companies anticipate that this whitethorn increase the labor bell for the companies which employ low-skilled workers. b. Economic Environment In 2011, Hong Kong economy is believed to be better than rifle year.John Tsang, Financial secretary, estimates that the economy will grow about 4% in 2011. With the low unemployment rate and the increased mid-point salary, the purchasing power of consumers will be stronger than ever. The Cen ta-City Index shows the trapping price increased to 87. 52 of 100, compared with that of 2008, which was 55. 46. It reveals the lodgement price is estimated to approach the highest housing price in1997. From the report on rent exponent in Housing conducted by place and Valuation Department, there was also an increasing trend in the housing rent, which increased to around 130, compared with 100 of the index in 1999.It shows the rent was increasing during the past years. Meanwhile, The coupled States Federal Re litigate Board enforced a second round of quantifiable easing (QE2) with 600 billion US dollars. It is pass judgment that QE2 will depreciate value of US dollars. Finally, Hong Kong currency will be depreciated collectable to the linked exchange rate system. Also, Renminbi (RMB) continues to hold dear year by year. If the tourists from other countries, particularly mainland china, procure goods in HK, they will enjoy the currency depreciation.Thus shopping in HK is s o attractive to them but, for local resident, the inflation rate is anticipated to experience serious in the near future. However, in March 2011, a serious quake in lacquer has destroyed lots of operatories. Japan will happen a long time to recovery all. Yet, most of electronic components are made by Japan corporations. It is evaluate that these components may be shortage in the future, so the final goods of these components, such as digital cameras and notebook, are also judge to be out of stock.The recent investigation of overall economic situation in Hong Kong, which was conducted by Census and Statistics Department, GDP per capita was 25430 U. S dollar and the number of visitor was 36 millions, around 50% of that was Mainland visitors. It is judge that the Hong Kong economy will grow steadily. Moreover, on tertiary May 2011, Census and Statistics Department announced the over-night visitors fagged around $6700 HKD on average, whilst non-over-night visitors spend about $1800 HKD on average.Most of the retailers believe that the number of visitors will still increase continuously, and their consumption will in spades imperatively arrogate to their profits. c. Social Environment The Collective Purchase concept has been recently developed on the net profit, which a large group of people who have a same interest on the specific product creates a stronger buyer power to the seller so as to force the seller to offer a price reduction by acquire a large amount of the same item. However, this kind of strategy may elevate the consumers to wait until the success of the group formation.According to the report of WenWeiPo daily on 13rd Mar 2011, 82 billion U. S. dollars worth of retail bank line is achieved through online transaction, which was about 1/10 of the retail industrys trade. With the initiation of Taobao. com, the online shopping sit around of B2B, B2C and C2C has been developed well. The fundamental interaction of the chore activities be tween Mainland Cities and Hong Kong is stronger than ever. More Hong Kong consumers are willing to order the goods on Taobao. com, because the products a good deal are at lower prices than the retailer outlets in Hong Kong.And, more Mainland onliners are willing to spend money on Taobao. com to purchase the goods of Hong Kong local brands. This can be seen that the online business does not just only serve the local consumers only, but also the study consumers. The investigation of the number of hours outlay on the internet conducted by Synovate, a marketing research company, shows the average minutes spending on the internet rose from 136 minutes to 145 minutes, during past 4 years. On the contrary, the average time spending on TV was less than that on the internet.Therefore, people tend to spend more time on the internet. People start to cultivate a Green environment. Many of them attempt to choose the electronic appliance with low electricity usage to save the environment. Bei ng environmental-friendly, more companies start to implement environmentally sustainable strategies and practices, such as reusable packaging, better pollution controls, more energy-efficient operations and so on. This can help companies to improve its(their) image and reputation. d. Technological EnvironmentOnline Shopping has become popular to the society, specially the advanced technology of energetic phone and the mobility internet services are widely used in Hong Kong. Hence, many companies have started to setup a website to operate their business on the internet at the same time. The product life of a digital product is expected to be shorter ascribable to the fast development of a refreshful product ride and technology . quickly replaced in a short period. The main reason is that the company frequently promotes the parvenue product in order to compete with other rivals.For instance, IPad1 has already been implemented in last year, but now IPad2 is introduced in this y ear. It is estimated that the competitiveness in digital products will be more and more intensive in the approach path future. 5) Consumer Review Consumer involvement of buying home appliances is mainly determined by, a) previous experience, b) interest and c) perceived risk of negatively charged consequences a. former experience As the functions of home appliance are developed to be more advanced time by time, consumers may not be always familiar with the new latest functions when a spic product is launched to the market.Hence, it requires consumers to spend time on searching its randomness internally and externally on the brands differences of the home appliance products to deliberate its unfamiliar functions in a familiar product stratum. b. Interest Consumers interests can be derived from the Maslows power structure of needs. Home appliances aim at assisting the consumers daily life. This can be referred to the physiologic needs, safety needs and mixer needs. Of physio logical needs, rice cookers and microwaves are typical example(s) of consumers need recognition.Other electronic appliances, such as communicating devices, can be fulfilled their social needs that interact with others. Safety advert of home appliances is always an importance ingredient to influence their buying decision, especially for the consumers who are married couples with children at the Family life-cycle stage. c. Potential risk of negative consequences Price is the key factor for the perceived risk of negative consequences, situation and social visibility, and they are subscribe toly related to the price as the price of the product increases, so does the level of involvement.Some of the large home appliance, such as refrigerator and television, are set to be at higher prices therefore the tolerance of the risk of negative consequences will be lower. With home appliances at higher prices, consumer often requires longer continuance of time to make a decision. Thus, the lev el of consumer involvement can be think as relatively high. Dissonance-reducing buying behavior The price of electronic appliance is ranging from hardly a(prenominal)er hundred up to several thousands, and consumers purchase them infrequently.Moreover, the products among electronic appliance retailer industry are perceived with few brands differences with the major(ip) competitors. For instance, Fortress and other competitors provide the similar electronic appliances and brands. The products and services provided by Fortress and Boardway are similar, so there is few brand difference. Because of this, the consumers behave as Dissonance-reducing buying behavior and mainly response to the after-sale services, discount and promotion campaigns to make their purchasing decision. 6) SWOT Analysis . Strengths Selectively distributed retail stores in Hong Kong From the geographical view, the population density is relatively high in Hong Kong therefore the number of outlets may not need t o be widely distributed. Fortress is one of the tip retailers of electronic appliances in Hong Kong with over 67 outlets, which the accessibility for consumers is high. Thus, the road power is created towards the suppliers, which can enjoy the competitive advantage of this bestow partnering, and the setup and operation cost are optimized efficiently.As a result, consumers can enjoy the optimal price. Reliable Services Mix payable to Excellent Comprehensive Training For retail market, service is heterogeneous and vital to the retail market. Fortress emphasizes on the personal selling, so it set up a Fortress Academy to provide a thoroughgoing(a) and extensive staff training program for frontline gross salespersons on frontline consumer service, technical knowledge and management skill. By connectedness this program, staffs can be inculcated with in force(p) customer service, in-depth products knowledge and appropriate management skills.Accordingly, experient and enthusia stic staff serves the customers confidently and convert the customers properly, and so they are the most invaluable asset to Fortress. Additionally, Fortress developed smart living, therefore the products video displayed in outlets are mostly like to be more advanced technology. Referring to the product life cycle, the new launched products should be displayed with an informative promotion strategy, so Fortress staff is(are) always well-prepared from their trainings. Fortress is a customer-orientated company. It provides differentiated after-sales services to customers.They involve 24-calendar month interest free installment to release consumers burden Purchase-to-Play service to devise and install AV products for consumers 10-days Money Back stock warrant to strengthen consumers confidence towards its products. Furthermore, Fortress provides mobile phone insurance to consumers, which can scold consumers confidence in purchasing mobile phone in Fortress. Meanwhile, consumers c an get the refund or exchange if they were unsatisfied with the products. The outstanding services are highly recognized and awarded, as in Best Customer Services Award and Hong Kong Merchant of Integrity, by media and other xternal associations, which consumers should comfort with its services and integrity. Sole office staff Advantages Fortress has a number of easy lay operators to engage in a line of business without competition. For instance, Fortress gained the exclusive advantage from Stiebel Eltron, which mainly produces water heaters (See Reference), and launched the promotion campaign of limited quantity with it. During the past years, Fortress carried out this strategic alliance on with a number of brands, as in HPC and Hissense, to enlarge its market charges and the product grade is enhanced more than the other competitors one .Since some consumers may have devotion to some specific brands, Fortress will be the only distribution note for them to purchase. This ce rtainly brings a stronger bargaining billet in Fortress. b. Weaknesses Difficult to differentiate from competitors skeletal system of products, quality of products and sales service, proficiency of products knowledge, and distribution of stores of Fortress are similar to its competitors, as in Boardway. It is easy for consumers to seek for complements from competitors overdue to the low switching cost.Moreover, consumers (have difficulty in) are difficult to distinguish between Fortress and its competitors, since Fortress focus on targeting the mint market and all previous crotchety marketing strategy were quickly adopt by other market followers. Consequently, consumers may switch to other retailers based on souvenir, ad-hoc promotion or discounted price but it is not merely because of the brand of Fortress. miscellaneous Products Offers Qualified products with low selling price are inclined to be more popular when the economy is downturn.Since the manufacturing cost and the pitch shot fee of products made in China are lower, the diped prices of Chinas brand products are lower. For these reasons, Fortress may lose some price sensitive consumers due to narrow range of products from Chinas brand. One of its competitors, Gome Electrical tools, is offering certifiable Chinas brand products with low price. Frontline salespeople are educated with basic and general products knowledge, which is not specific enough. Most buyers, especially the beginners and learners, can be satisfied with the sales service.Nonetheless, some professionals may be disapprove by salespeoples limited products knowledge. Also, the professional specific components of a product, such as camera lens, are uncommon to display in Fortress. Consequently, Fortress may potentially lose these digital professionals, who may consume frequently. High Inventory Cost of lot Unsold Items For the unsold Electronic Appliance, they occupy large storage space, so it leads to higher store costs to store them. Compared with other electronic appliance companies, Fortress targets slew market, so various electronic appliances at bulk size will be offered.However, when these items are unsold, Fortress suffers a significant inventory cost and cannot utilize the cash flow appropriately. Hard to Hold Customer Loyalty Compared with the direct closest competitor- Broadway, Fortress has not launched the membership course of instruction to build up the long term kindred and subjection with customer in retail outlets, although there is a membership programme for the customer to do online shopping. From this, the customer loyalty may not be grumous strongly due to the weaker Customer alliance Management.Even though Fortress co-operates MoneyBack ( ) to promote different kinds of special offers to the MoneyBack owners, this promotion broadcast of non-personal talk is simply not wide-spread to the target customer causing the promotion strategy and AIDA model may not be effective as expected. c. Opportunities Extra HKD$6,000 allowance Hong Kong establishment proposed to distribute 6,000 for each citizen who is aged 18 or above. It can absolutely deliver citizens, especially youngsters, to consume more.From Hong Kong China news Agency survey shown, about 40% of respondents aged between 18 and 30 who prefer to spend this money on their favor digital products including iPhone and cameras, therefore it is definitely a significant potential opportunity to retailer companies. Trend of corporate buying Youngsters in Mainland China, Taiwan and Hong Kong prefer bodied buying through the internet instead than purchasing in retail shops. According to the capital of Arizona intelligence information, there is a large potential booming trend of incarnate buying.They can purchase products in a special discount throughout the collective buying. Fortress can take the advantage of the trend to expand the market share in Hong Kong and to promote its products simultaneo usly. By using the developed and faultless online sales platform, Fortress can implement the idea of collective buying inexpensively. Green concept In recent years, publics line of work on environmental issue has been aroused. Companies like CLP Power Hong Kong Limited and EPS Company have adopted policies to promote their company products and services.For instance, CLP has launched several programs like Old Appliances Recycling Program and Energy Saving Proposal provided from their professionals besides, EPS has launched the EPS iDo to promote the donation to plant trees in Hong Kong urban districts, ever since the program was launched they have already planted more than 2600 trees. By employing green concept, companies can develop a positive image towards public and create a sustainable company income in the future. d. Threats hurt of Japanese suppliers Owing to the disastrous earthquake in Japan, most of the electronic suppliers were suspended.The cost of related complements ma y increase due to the high demand. In the meantime, the cost of products may be raised and, consequently, Fortress may earn less. Vertical telephone line dispute Online business has been adopted by companies including the direct suppliers. Online retail business can considerably be substituted by these mature shopping platforms. Thus, most competitors attempt to prevent from this online business to avoid vertical channel conflict. It is because suppliers may directly distribute their product though the internet channel.All these may affect the online business of Fortress. 7) Conclusion and Recommendations 7. 1) Target Market and Positioning Strategies The purposed promotion campaign aims at targeting those who planned to get married and are going to purchase or renovate their houses aged between 27 and 37 in the coming 6 months. The reasons why this division is chosen are because the targeted customers are most likely to purchase numerous new home appliances therefore they have the highest guess to contribute revenues to Fortress.This target segment is derived from the above analysis with supporting figures and facts, thus it is measurable, getatable and actionable. Unmarried couples can enjoy discounted prices through this promotion campaign. This campaign consists of bundle determine strategy and niche marketing strategy. To only illustrate, the idea is that the target customers will be acknowledged this package through different promotion channel to motive the collective buying behavior on Fortress online shopping website. This package consists of three product categories.It allows customers to make one product in each category of A, B and C on a unreserved bum with limited time and quantity. Goal & marketing objective This package is purposed to optimize the inventory spaces and the warehouse management efficiency. It generally is for consumers to select the three most favorite products from the product list of washing form, refrigerator and TV respectively. The product list is suggested to contain clearance items with energy-saving label, since the Green environmental friendly starts to penetrate to the public.This package is suggested to offer special discounts to groom-to-be couples, so as to build up a long term alliance with them. By launching this, it is expected to increase the market share by 6% and significantly increases the revenue by 8% in a short time. 7. 2) trade mix programs a) Product This promotion mainly emphasizes on cleansing the warehouse, which is one of the weaknesses of Fortress, so the product list should contain high and low brands of home appliances with bulky size, such as air conditioner and washing machine, in each category of the product list promoted.The quantity in each category should be sold based on the number of products left in the warehouse. The selected products in each category will be reserved by customers on first-come-first-serve basis. b) Price The bundle price strategy & Promotional Pricing The promotional pricing strategy is applied to the package, this temporarily promotion to offer discounts from normal prices for increasing sales and reducing inventories. The bundle pricing strategy is implemented in this campaign promotion to offer discounted price by purchasing a bundle of home appliances promoted package.Based on political analysis, a couple will receive HKD$12,000 from HKSAR government. This policy can fuck off unmarried couple to consume in this campaign. The bundle price of television, washing machine and refrigerator (A+B+C) is set to be HK$13,140, which means love forever in Cantonese implication. c) Place As for Market factors, the fiance couples would likely own or rent a new house for their new life, so Fortress may promote its campaign through the impart of matrimony services as follows. Physical distributionStrategic Channel AlliancesFortress can use the existing channels to promote this campaign. For instance, Fortress may co-op erate with wedding consulting companies, solicitors, interior design companies and property agent to deliver this message, since the target customers may go through these two channels to rig out their wedding. All these purposed channels needed to fade an agreement Moreover, according to the investigation of the time spending on the cyberspace, people spent their time on the Internet more than that of TV.Thus, Fortress may consider the Internet announcements to draw the target customer attentions, and this is much cheaper than the TV ads. There are some existing famous forums, such as HK Discuss Forum and Uwants, to discuss the plan for wedding issues. Hence, Fortress may advertise its campaign to these forums and support the environmental friendly trend. For other competitors, many of them have not accomplished the online store on the internet and mainly focus on the digital devices rather than home appliances therefore this promotion campaign is difficult to be imitated due t o the barrier of entry.Logistics After the end of campaign, Fortress will consolidate all the legitimate products and deliver them in a short time, so it lowers the transportation cost, and it fully utilize the logistics resources. Make use of social network The popularity of the social network, such as Facebook, can be shown by the statistic report of Facebook in year 2010. It was reported that the number of Facebook drug user in Hong Kong on Dec thirty-first 2010 has reached 3. 67Millions people. Since the Fan pages of Fortress on Facebook has been established 2 months ago, the number of fans was only around 1650 people who Like this page.The effectiveness is not explosive enough to arouse the attention of the public. Therefore, it is suggested that, in order to grasp the channel effectively, when the pages on Facebook reach a certain amount of fans, Fortress will offer coupons or gifts through their e-mail addresses. With more people Like this page, this channel can raise the a wareness of a new product arrival effectively and efficiently with several other promotional channels together. d) Promotions Informative promotion through online channel and strategy alliances nibs with the detail of the program are suggested to be posted on the Facebook communication channel.Fortress can make use of this online instant(prenominal) communication platform in order to convey the most updated information to the customers. Besides, in order to arouse peoples interest on this program, all of the retail shops will display the promotion placard on the eye-catching position. Moreover, leaflets will be distributed to the marketing alliances mentioned in the previous part these leaflets will be displayed in their information desk or even attached to their promotion documents. Emotional appeals on the promotion campaignIt is recommended to use emotional appeals to move the fiance couple. In the flier, it is suggested to use the emotional slogan evince on the eternity lov e and the care of husbands towards the wife to touch the target customers. 8) Marketing Calendar 9) Appendix Appendix 1 pull out of 1/2011 Population Report, Census and Statistics Department Appendix 2 Extract of Marriage numbers in Hong Kong from Census and Statistics Department Appendix 3 Poster suggested to be used in the promotional campaign Appendix 4Extract of property price movement between 2002 and 2010 by Centaline property Appendix 5 Top 30 countries with highest number of Facebook users (thirty-first Dec 2010 data from Facebook) tell Country tally of Facebook users Dec 31st 2008 Number of Facebook users Dec 31st 2009 Number of Facebook users Dec 31st 2010 12 month harvest-festival % 24 month growth % 1 USA 42,078,960 101,303,240 145,749,580 43. 90% 246. 40% 2 Indonesia 897,040 14,681,580 32,129,460 118. 80% 3481. 70% 3 UK 14,937,180 22,625,300 28,661,600 26. 70% 91. 0% 4 joker 7,934,340 16,943,780 24,163,600 42. 60% 204. 50% 5 France 6,587,240 14,290,700 20,469,420 43. 20% 210. 70% 6 Philippines 390,700 8,387,560 18,901,900 125. 40% 4738% 27 Hong Kong 1,458,520 2,727,980 3,673,580 34. 70% 151. 90% 10) Reference 1 Broadway Company Background http//www. broadway. com. hk/node/502 2 Broadway Shop locator http//www. broadway. com. hk/shop 3Centaline Property Centadata http//www. centadata. com/cci/cci. htm 4CLP Hong KongOld Appliance Recycling Program ttps//www. clponline. com. hk/myHome/EcoLivingIdeas/RecyclingProgram/Pages/Default. aspx? lang=en 5CnYes. com iPad2 5 http//news. cnyes. com/Content/20110418/KDW8J0QVCEX16. s hypertext mark-up language 6 Fortress homepage Company Background http//www. fortress. com. hk/fortress/ contentedness/ABOUT_US/en/index. hypertext mark-up language? hs_ctn_ref=ABOUT_US 7 Fortress Store Locator http//www. fortress. com. hk/fortress/jsp/sys/Sf_render. jsp? hf_s_id=FT11&hf_srv_id=Nv_fstore_loc&hf_rand=2107567796. 8Gome Electrical Appliances Holding Limited Homepage http//www. gome. com. k/ 9Hong Kon g Commercial Daily http//www. hkcd. com. hk/content/2010-06/07/content_2536481. htm 10 Hong Kong advertize Daily 49% http//news. hkheadline. com/dailynews/content_hk/2011/01/14/136085. asp 11Hong Kong Information Services Department News Release http//www. info. gov. hk/gia/general/201104/13/P201104130221. htm 12Hotpool poster of DHE SL http//www. hotpool. com. hk/msg. php? id=234 13 Nick burcher Latest Facebook usage figures http//www. nickburcher. com/2011/01/facebook-usage-statistics-dec-31st-2010. tm l 14 SingTao 610 http//hk. news. yahoo. com/article/110309/3/n4m8. html 15 Wenwei http//info. wenweipo. com/index. php/? action-viewnews-itemid-43284 16Hong Kong China News Agency http//www. hkcna. hk/content/2011/0331/93831. shtml Group photos Ivan Alen Raine Ting Ting Phoenix Jessica Michael Janet 1 . http//www. broadway. com. hk/shop (Shop location distribution) 2 . http//finance. ifeng. com/money/wealth/millionaire/20110401/3800251. shtml