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[Company Name]
Yang Wing Kit SID: 09637760G Li Ah Hung SID:
Part II What is the current environment? What kind of Competition we will facing? What is our STP Environment Analysis, SWOT Analysis
adMart Segmentation, Positioning, and Targeting. (Kit)
SWOT STP
Part IV What is the adMart Marketing Strategies, and What is the key factors for our business to success, as well as the business model of adMart Marketing Strategies, Business Model and Conclusion(Frankie)
Mission Statement
Get the right second half in your life thru our Alice Dating Mart (adMart)
Objective
To provide online and offline dating service for those single individual, so they can match with the right other half to create a personality matched romance relationship is the ultimate goal of adMart
Company Description
adMart is a new company that will provide high quality romance matching services to its clients after performing a survey of WWW regarding psychological, physiological and financial aspect.
Business Concept
In addition to traditional dating service, adMart is offering a platform which you and your dating object have a better understanding on each others personality and life well being type thru our questionnaire.
What is WWW
What is WWW
Psychological: Stress Life Strategy
Financial Income inflow Income outflow Different eyes, face, mouth symbols will represent poor, neutral and good psychological, physical and financial well-being level.
Business Concept
With the combination of eyes, face and mouth symbols, the system will generate a completed simple face icon which can differentiate 27 types of whole life well being.
Business Concept
So when the customer reviews the dating targets information before they chosen to participate in the dating even with the targets, they can tell the objects life well being type by simply looking at their face icon. Other than the factual background identity, customer can also consider if objects well being type fits which his/her ideal individual.
Business Concept
In order to honor our company mission statement, we will also recruit a in-house psychologist to provide profession comment summary for each of 27 types of whole life well being face icon free of charges.
Business Concept
adMart will provide life improvement consultation service which will focus on their psychological, financial and physical life well being element as an added value service. Because sometimes people dont know what they want.
Value Proposition
As we can see the unmatched singles are showing increasing trend in the coming decades. Therefore there are needs for the groups of unmatched signal to look for suitable romance relationship partner thru alternative route, which is not only providing factual background information, such as income and age. By providing a simple whole life well-being face icon, customer can easily distinguish the life well-being type of their favorite candidates in terms of financially, psychological and physiologically. So we are foreseeing a high business potential for these social segment.
Key Partners
Psychological consultant-Offer metal health consultation and suggestion Dietetic consultant-Provide professional dietetic consultation Partnership with ATV Tart Chat program to introduce our male/female customers to participate in the public dating match.
Key Resources
Target customer can reach thru social media thru Twitter, Facebook, and Sina mini-blogs etc. as well as the search engine Google and Yahoo.
Environment Analysis
Political
Technologic al
Environment Analysis
Economic
SocioCultural
Environment Analysis
Political Environment
Amended the Marriage Ordinance in 2006 Celebrated before a civil celebrant at any time and place Simplifies the marriage process and encourages the lover to marry Increase from round 43000 in 2005 to round 58000 in 2011 High inflation rate (5.3% in 2011) Long working time Earn for their life
Economic Environment
Environment Analysis
Socio-cultural Environment
High social pressure form family and friends Arrange a dating for you or push you to join the speed dating.
Technological Environment
Internet Penetration Rate very high. 87% in 2011 Social networking system like facebook and mini-blogs are widely use
SWOT ANALYSIS:
STRENGTH INTERNAL EXTERNAL Advanced Technologies Uniqueness Service High Security WEAKNESS Limited Budget Limited Human Resource
Matching service
Intense Competition
Other social networking websites
Advanced Technologies
provides the high quality romance online platform for matching service, provide a iPhone apps for their matching offer online matching service in terms of the three whole life well-being elements: psychological, physiological and financial generate a completed simple face icon which can differentiate 27 types of whole life well being provide professional consultation service to improve their wellbeing according to the result. concern privacy issue provide high security website and never sell these data to others
Uniqueness Service
High Security
start-up company with limited budget no huge investment at the early stage lack of professional team to handle daily business such as administrative work.
87 804
Female group
Senior position + Higher expectation+ Less opportunities to meet their partners
Professionals
Senior position + No opportunities to make new friends in other industries e.g. Nurses, Teachers, Researchers
2039
Gender imbalance in HK
No any specific competitive advantages and high investment Low entry barriers attract to provide similar service Face high competition in the future Shiji Jiayuan (market leader in china). established by Ms Gong Haiyan. 40.2 million registered users in 2011. 882000 paying members 25.4 million revenues in 2010. J ponsor the top Chinese dating shows Fei Cheng Wu Rao on television A social networking web site like QQ a casual environment for meeting people through the internet not have to fill out a lengthy questionnaire receive advertisement revenue and do not charge a subscription .
Intense Competition
Market Segmentation
Geographic
District that facing gender imbalance problem in Asian Pacific where is developed country or district
Demographic
Age: aged between 25 and 39 years old single men A aged between 20 and 34 years old single women Life Cycle: working people Income Money: more than $20000 per month Social Class: university-educated, urban professional, white-collar
Market Segmentation
Psychological
Interests: internet surfing Lifestyle: busy, social network is narrow Response to product / service: consumers are not price-sensitive Attitude towards environment: relax and comfortable spend more time on internet like using social media to share with others ( Facebook, Twitter and Blogs)
Behavioral
Market Targeting
face serious gender imbalance problem in Asian Pacific. the sex ratio is 876 males per 1000 females in 2011. 27.3% of Hong Kong population has earned more than HK $20000
Market Targeting
People
aged between 25 and 39 years old 50.00% single men AND aged between 20 and 34 years old 45.00% single women While-collar people who interest in internet surfing and sharing in 40.00% social media 35.00%
2011
Male
Females
Positioning
Service Differentiation
offer a high quality romance online matching service in terms of the three whole life well-being elements psychological, physiological and financial provide health consultation from our partners when below your ideal well-being type provide professional consultation service to let you know exactly what you want generate a completed simple face icon which can differentiate 27 types of whole life well being
Positioning
Channel Differentiation
provides on-line matching service provide online consultation service organize the speed dating activities for the different types of whole life well being.
Marketing Strategies7Ps
Marketing Strategies--Product/Place
Marketing StrategiesProduct/Place
Marketing StrategiesProduct/Place
Marketing Strategies--Price
VIP Membership: Check who visited my personal website The sent SMS will placing on top of the mailbox Tailor-Make personal homepage design Large Storage for placing more pics Offer Consultation service to make you more understanding yourself
Marketing Strategies
Tailor-Make your Personal Homepages
Marketing Strategies--Pricing
Marketing Strategies--Promotion
Marketing Strategies--Promotion
Marketing Strategies--Process
Marketing Strategies--Process
Marketing Strategies--People
Business Model
Successful Cases
Successful Cases
User , 10%
Advertistin g, 90%
Business Model
Membership Service Online VIP Service
Advertising/ Promotion R&D
Special Events
Advertising
Lose Leadership
Cost Breakdown
Website R&D Maintenance Cost, Cost, 5% 7%
Technician , 3%
Consulting , 8%
Customer Relationship , 8%
Conclusion
Alice Wonderland. It is hard for small investment to reach Alice Wonderland: the Dreams Do Come large market share. But withButfiling IPO of Facebook, its a new milestone for IT industry. With the right direction and True! great effort,
Platform: Excellent Online Service, No Charge People: Key Factors in Our Business Model Liability: Security & Responsible for your Data Easy to Use; Efficiency; Economical
References:
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