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1、BusinessProposalforTiffanyinChinaContentExecutivesummaryCompanydescriptionProduct/ServiceintroductionMarketanalysis---S.W.O.T.CompanyAnalysisCustomerAnalysisCompetitorAnalysis---P.E.S.T.StrategyandrecommendationsMarketingplan---4PAppendixExecutiveSummaryObjectiveThisbusin
2、essproposalfollowediscommissionedfirstlytouncoverwhythemarketshareofTiffanyhasbeensosmallinChinaintermsofinternalreasonssuchastheidealofTiffanyandtheproductandserviceitofferstoChinesemarket;externalreasonssuchasTiffany’scompetitorsinChina,thecharacteristicsofChinesecustom
3、ers,andtheoverallclimateofpurchasingjewelryinChina.Secondly,theproposalhelpstorecommendwaystoincreaseitsshareinChinesemarketboththroughadvertisementandpromotion.ProblemTiffanyisaglobalcompany,however,onlyhasapresenceinrelativelyfewcitiesinmainlandChina.Itrevealsthefirstan
4、dforemostbarrierthatTiffanyisnotgivenmuchpublicityinChina.Moreover,themarketandconsumptionenvironmentinChinaischangeableandcomplicated,andcharacteristicsofconsumptiondifferinvariousregionsinsuchalargecountry.Thisdiversityleadstocompany’sincreasedmarketingcostswhenprovidin
5、gdifferentmarketingstrategies.Meanwhile,Tiffanyissupposedtofacethechallengesfromstrongcompetitorsinthejewelrymarket,suchasCartier,Bvlgary,andChowTaiFookJewelryCo.SolutionInordertopopularizeourproductinChinaeffectively,wearegoingto paintapicturewithtwobrushesatthesametime.
6、Ononehand,wewilltakeadvantageofadvertisement,exhibition,combinedwithpromotiontacticsandmarketingstrategiestopromoteourproducts,suchasprovidingspecialdiscountformarriageanniversaryorlaunchingspecialpaymentplanonjewelryforcertaingroupofpeople.Ontheotherhand,wewillincreaseth
7、enumberofTiffany’sbranchstores,especiallyinsomedevelopingcitiesandtouristcities.Onlyifwedoworkalongbothlines,canweexpandTiffany’smarketinChinaeffectivelyandprofoundly.BenefitItisdemonstrated:lTiffanyembraceshigherbrandrecognitionbyopeningmorestores;Tiffanywillmagnetizeatr
8、emendousnumberofconsumersbyimplementingeffectivepromotiontactics;lTiffanywillmanagetoleapfrogriv
