Shanghai Tang Essay

3263 Words14 Pages
[pic] 1 Introduction 1 2 Macroenviromental Forces 1 3 SWOT 3.1 Strength 2 - 3 3.2 Weaknesses 3 3.3 Opportunities 3 - 4 3.4 Threats 4 4. Product/Market Expansion Grid 5 4.1 Market Penetration 5 4.2 Market Development 6 4.3 Product Development 6 – 7 4.4 Diversification 7 5. Shanghai Tang’s Current Market 7 - 8 5.1 Demographic Segmentation 8 5.2 Psychographic Segmentation 8 - 9 5.3 Perceptual Map 9 6. Integrated Marketing Communication Strategy 10 6.1 Advertising 10 6.2 Direct Marketing 11 6.3 Personal Selling 11 7. Conclusion 11 8. References 12 1. INTRODUCTION Shanghai Tang is the first Asian luxury brand which was launched in 1994, by entrepreneur David Tang. It’s a leading luxury brand offering various lifestyle products with magnificent Chinese designs, adding a whiff of modern elements making it unique in its fashion. In the ever growing world of luxury, Shanghai Tang needs to enhance on its products and marketing strategies to stay 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 strengthen 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 data which includes gender, race, age, occupation, education, income and other relevant statistics (Kotler & Armstrong 2004). Shanghai Tang is a lifestyle brand as they cover

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