HND GTB GU2Word格式.docx

HND GTB GU2Word格式.docx

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Stage1:

Planning

1.0

Brief

1.1Titleoftheproject

ThefeasibilityanalysisofPEAKexploringEuropeanmarket

1.2Statementofissuestobeinvestigated

PEAKhasmorethan20yearsexperienceondesigning,developingandmanufacturingprofessional&

casualsportsapparel,footwearandaccessoriesforthepeoplefromchildrentoadultswithgoodreputation.InordertosharePEAK’ssportsandtechnicalwithmoreandmorepeople.PEAKSPORTS.R.L.（PEAKInternational）wasestablishedtoexpandPEAKbrandtoworldwidefrom2000.

Atpresent,themanagementteamisawareofbigchangesininternationaltradingthathaveoccurredoverthelast10-15years.WiththeChineseeconomybecomingmoremarket-basedintherawmaterialsandothercostsandtheNBAsuspendedundertheblow,PEAK’sdevelopmentfacedwithadifficultsituation.Duetothesalesfalldownandtheoptimizationthesalesnetwork,PEAKwillclose500storeswhichrunatlowefficiency.TheannualsalesofPEAKhavealreadyarrivedinthebottleneckandthissituationhasledtoasharpdropinthesharepriceofPEAK.

WiththesuccessfulexperienceofU.S.marketdevelopment,PEAKistryingtoexploreEuropeanmarkettoexpandthecompany’sinfluenceandimprovesales.

1.3Objectivesoftheproject

MainObjective:

ToanalyzethebusinessenvironmentofEuropeanmarketwherePEAKistryingtoexpandandtoresearchweathertheexpansionisfeasible

Sub-objectives:

a）Objective1:

ToanalyzethecasualsportsindustryinEurope.TherearemostfamousfootballleagueinEurope,withthesportsindustryshouldbeagreatpotentialmarket.

b）Objective2:

ToapplyPESTtheorytoanalyzeEuropeanBusinessenvironment

c）Objective3:

ToinvestigationtheattitudeofPEAK'

smanagementabouttheEuropeanmarketexpansion.Andtocollectdataabouthowtheypreparedfortheexpansion.

d）Objective4:

Todrawaconclusionaboutthefeasibilityoftheexpansion.

1.4RationaleforthechoiceofissuelinkedtospecifictopicscoveredaspartoftheGroupAward

Strongorganizationalcultureandtherightmarketingstrategyarethefoundationofsuccessforacompany.Thecompany'

sfundamentalpurposeistogainprofit,whiledevelopinginternationalmarketisthebestchoicetoincreaseprofits.

AccordingtotheSQAtextbookInternationalMarketing:

AnIntroduction.AgoodstartingpointforanyresearchintopotentialnewmarketsistheuseofexternalenvironmentalfactorsthatoftenintheformofPESTanalysis.Theseanalysesformthefirststageofourmarketselectionprocessoutlinedabove.PESTstandsforpolitical,economic,socialandtechnologicalandisthesimplestofthethreeanalyses,concentratingononlyfourmainfactors.

IfPEAKwantstoformulatecorrectstrategies,thefirststepistodoamarketresearchonbusinessenvironment.Criteriafortheassessmentofcountrymarketscanbemosteasilyfoundintheirexternalenvironment.Therefore,IchoosePESTmethodtoensureanefficientandeffectiveevaluationprocess.

1.5Justificationforchoiceofbusiness（es）

casualsportsapparel,footwearandaccessoriesforthepeoplefromchildrentoadultswithgoodreputation.PeakSportdesigns,develops,manufactures,distributesandmarketsitssportswearproductsunderthePeakbrand.PeakSportsellsallofitsproductsinChinaonawholesalebasistodistributorswhooperate,eitherdirectlyorthroughthird-partyretailoutletoperators,authorizedPeakretailoutlets.

PEAKhasachievedsuccessintheU.S.market,butsomeofthefamoussportsbrandsathomeandabroadbringgreatcompetitionpressuretoPEAK.Ononehand,thedomesticmarketdoesnotofferprospectsforsignificantgrowth.Ontheotherhand,PEAK’scompetitors,suchas361andERKEareenteringoverseasmarkets.Therefore,PEAKhastoenterinternationalmarketstoputitselfatafavoriteposition.BeforedecidingwhetherornottoexpandtoEuropean,however,PEAKmustthoroughlyunderstandtheEuropeanmarketingenvironment.Asaresult,theanalysisofexternalenvironmentofEuropeanmarketingissignificant.ThatiswhyIchosePEAKCorporationassubjectinvestigated.

1.6Explanationofsourcesofinformationtobeusedandthereasonsfortheirselection

Primarysourcesareinformationthatcollectedfirsthandusingmethodssuchasdirectobservation,surveysandinterviews.Itisalsoknownasrawdata.Ithastherealdiagnosis,vividandreadabilityadvantages.Interviewisaconversationbetweentwoormorepeoplewherequestionsareaskedbytheinterviewertoobtaininformationfromtheinterviewee.Aquestionnaireisaresearchinstrumentconsistingofaseriesofquestionsandotherpromptsforthepurposeofgatheringinformationfromrespondents.Questionnaireisrelativelycheaptoobtainmoreconvenientstandardanswer,butsometimeitalsolimitsthefact.Logs,isarecordofsequentialdata,normallytheyuse“diary”or“journal”insteadof“logs”inacademicresearch.Forexample,inordertoachieveobjective3,IcanmakeaninterviewanddesignaquestionnairesenttoPEAKCompany.BythiswayIcanunderstandtheattitudeofthecompany'

sstaffandmanagementabouttheexpansion.

Secondarysourceisdatacollectedbysomeoneotherthantheuser.Thisisinformationthatalreadyexists.Itisderivedfromwhatisprimaryororiginal.Itiscollectedfromexternalsourcessuchasmedia,Internet,reviews,researchjournals,stories.Secondarysourcescanfasterandeasieraccessinformation.Forexample,IcanusetheInternettounderstandthematerialofEuropeansportsgoodsindustrydevelopmentprospectstoobtainobjective1&

objective2.Iamgoingtousesecondaryresearchmethodtocollectinformationfromon-linedatabasessuchas,DatamonitorandGlobalmarketinginformationdatabasetoexaminethecompetitiveenvironmentofEuropeanmarket.WebsiteofTheEuropeanUnionwillbeagreathelpfulformyresearch.

1.7Explanationofmethodsofinvestigationtobeusedandreasonsfortheirselection

Qualitativeresearchistheresearchersusedtodefinetheproblemorthewaytodealwithproblems.Specificpurposeistofurtherresearchtheconsumer'

sviewpoint,tofurtherexploretheconsumersthisorthatreason.Ifthequantitativestudyandsolvetheproblemof"

whatitis"

thenqualitativestudyandsolvetheproblemsis"

why"

.Qualitativeresearchisinagroupofscale,ofcarefullyselectedsamplesontheindividualmarketresearch,thestudydoesnotrequirestatisticalsignificance.

Quantitativeresearchreferstothesystematicempiricalinvestigationofsocialphenomenaviastatistical,mathematicalorcomputationaltechniques.Theobjectiveofquantitativeresearchistodevelopandemploymathematicalmodels,theoriesand/orhypothesespertainingtophenomena.Iwillcombinethequalitativeandquantitativeresearchmethods.ThroughthenetworkIwillgeneratethedatafromtheEuropeanmarkettoanalysisandstudyofthebusinessenvironment.AndIwillusethedatawhichiscollectedfromthesurveytounderstandthecompany’ssituationindepth.

Formoreinformation,pleasecontactusatEmail:

************

2.0Plan

TimePlanner

Date

Tasks

26/09/2011

Selectatopic

27/09/2011

CollectinformationaboutPEAKcompany

30/09/2011

ResearchsomeinformationofPolitical,Economic,Socio-culturalandTechnicalfactors

Writethebriefandplan

08/11/2011

Finishthestage1

15/11/2011

Designthequestionnairesurveyandpreparetointerviewquestions

24/11/2011

doquestionnaireandinterviewinPEAKcompany.

30/11/2011

Statisticalinvestigationdataandanalysis

05/11/2011

EvaluatePESTapplytoPEAKcompany

20/12/2011

FinishtheStage2

27/12/2011

Evaluatethereport

06/01/2012

Givesomerecommendations

01/02/2012

FinishtheStage3

Resources

Activities

Facilities

Time

Cost

Questionnaire

Car,Printer

Computer

4hour

70yuan

Interview

CarBus

5hour

48yuan

DeskResearch,

BookPrinterComputer

48hour

24yuan

Qualitative

2hour

0yuan

Quantitative

3.5hour

Total

62.5hour

142yuan

HNDGlobalTradeandBusiness

GroupAward–GradedUnit2

Checklist

StudentName:

___________________________________________

TheinformationbelowidentifiestheitemsthatmustbesubmittedtomeetassessmentcriteriaforGU2

Pleaseensurethatthisischecklistissubmittedwithassessmentandwitha‘tick’ineachbox

∙Stage1:

∙CoverPage

∙Title

∙Issuestobeinvestigated-problem/issues

∙Objectives

∙Reasonsforchoice

∙Justification

∙Methods&

reasons–primary,secondary&

electronic

∙Sources&

reasons–books,interviews,questionnaire&

time

∙Statementofcriteria

Plan

∙TimedplanofAction

∙Resources

Signed:

_______________________________DateSubmitted:

__________

Receivedby:

___________________________DateReceived:

___________