case study全球战略管理分析.docx

case study全球战略管理分析.docx

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casestudy全球战略管理分析

TheCaseReport

Introduction2

PESTLE&7PSAnalysis2

1.FourOrdersforAnalysis3

1.1PESTEL3

1.2.Porter’sFiveForcesAnalysis3

1.3TargetMarket4

1.4.7PS5

2.ThreeImportantIssues11

Reference14

Introduction

Asisknowntousall,servicehasplayedanincreasinglyimportantroleinthebusinesscompetition.Andwhatareservices?

Actually,servicesaresomethingthatcanbebroughtorsoldbutcannotbedroppedonyourfoot.Servicesaredifferentfromproductsandhaveanabundantdistinguishingcharacteristicsthatarecriticalinthemarketing.Therefore,wecandrawaconclusionthatoneofthemostdistinctcharacteristicsofservicesisintangibleandthereisgreatpotentialforthedevelopmentoftheserviceintheinternationalmarketing.Hence,theevaluationstandardofserviceshouldbeclear.Thisreportanalyzesthecaseaboutsettingupacosmeticsurgeryoverseas.Joan,whoisinchargeofasuccessfulcosmeticsurgerycompanyinGoldCoast,hastheplantosetupanotherclinicaboutcosmeticsurgeryinothercountries.Thus,shehasbeentoHongKong,ThailandandIndiafordoingresearch.Accordingtothepracticalsituationoftheseregions,therelatedanalysisisgivenbelow.

1.FourOrdersforAnalysis

1.1PESTEL

PESTELanalysismodel,alsoknownaslargeenvironmentalanalysis,isaneffectivetooltoanalyzethemacroenvironment.Itcannotonlyanalyzetheexternalenvironment,butalsoidentifyalltheforcesimpactedontheorganization.Itisamethodofinvestigatingtheexternalinfluencefactorsoftheorganization,whichcanbedividedinto6majorfactors:

thepoliticalfactor,economicfactor,socialfactors,technicalfactor,environmentalfactorandlegalfactor.

1.2.Porter’sFiveForcesAnalysis

AgraphicalrepresentationofPorter'sfiveforces

Porter'sfiveforcesanalysisisaframeworkthatattemptstoanalyzethelevelofcompetitionwithinanindustryandbusinessstrategydevelopment.Itdrawsuponindustrialorganization（IO）economicstoderivefiveforcesthatdeterminethecompetitiveintensityandthereforeattractivenessofanIndustry.Attractivenessinthiscontextreferstotheoverallindustryprofitability.An"unattractive"industryisoneinwhichthecombinationofthesefiveforcesactstodrivedownoverallprofitability.Averyunattractiveindustrywouldbeoneapproaching"purecompetition",inwhichavailableprofitsforallfirmsaredriventonormalprofit.ThisanalysisisassociatedwithitsprincipalinnovatorMichaelE.PorterofHarvardUniversity.

1.3TargetMarket

Atargetmarketisagroupofcustomersabusinesshasdecidedtoaimitsmarketingeffortsandultimatelyitsmerchandisetowards（Dave,2010）.Awell-definedtargetmarketisthefirstelementofamarketingstrategy.Product,price,promotion,andplacearethefourelementsofamarketingmixstrategythatdeterminethesuccessofaproductorserviceinthemarketplace.Itisproventhatbusinessesmusthaveacleardefinitionoftheirtargetmarketasthiscanhelpreachitstargetconsumersandanalyzewhattheirneedsandsuitabilityare（Michael,2016）.Inthisessay,itstargetmarketispeoplewithskinimperfectionsineyelid，nose，moles,etc..

1.4.7PS

TheMarketingTheoryof7Ps

●Product

Tobeginwith,developthehabitoflookingatyourproductasthoughyouwereanoutsidemarketingconsultantbroughtintohelpyourcompanydecidewhetherornotit'sintherightbusinessatthistime.Askcriticalquestionssuchas,"Isyourcurrentproductorservice,ormixofproductsandservices,appropriateandsuitableforthemarketandthecustomersoftoday?

"

●Prices

ThesecondPintheformulaisprice.Developthehabitofcontinuallyexaminingandreexaminingthepricesoftheproductsandservicesyouselltomakesurethey'restillappropriatetotherealitiesofthecurrentmarket.

●Promotion

Thethirdhabitinmarketingandsalesistothinkintermsofpromotionallthetime.Promotionincludesallthewaysyoutellyourcustomersaboutyourproductsorservicesandhowyouthenmarketandselltothem.

●Place

ThefourthPinthemarketingmixistheplacewhereyourproductorserviceisactuallysold.Developthehabitofreviewingandreflectingupontheexactlocationwherethecustomermeetsthesalesperson.Sometimesachangeinplacecanleadtoarapidincreaseinsales.

●Packaging

Thefifthelementinthemarketingmixisthepackaging.Developthehabitofstandingbackandlookingateveryvisualelementinthepackagingofyourproductorservicethroughtheeyesofacriticalprospect.Remember,peopleformtheirfirstimpressionaboutyouwithinthefirst30secondsofseeingyouorsomeelementofyourcompany.Smallimprovementsinthepackagingorexternalappearanceofyourproductorservicecanoftenleadtocompletelydifferentreactionsfromyourcustomers.

●Positioning

ThenextPispositioning.Youshoulddevelopthehabitofthinkingcontinuallyabouthowyouarepositionedintheheartsandmindsofyourcustomers.Howdopeoplethinkandtalkaboutyouwhenyou'renotpresent?

Howdopeoplethinkandtalkaboutyourcompany?

Whatpositioningdoyouhaveinyourmarket,intermsofthespecificwordspeopleusewhentheydescribeyouandyourofferingstoothers?

●People

ThefinalPofthemarketingmixispeople.Developthehabitofthinkingintermsofthepeopleinsideandoutsideofyourbusinesswhoareresponsibleforeveryelementofyoursales,marketingstrategies,andactivities.It'samazinghowmanyentrepreneursandbusinesspeoplewillworkextremelyhardtothinkthrougheveryelementofthemarketingstrategyandthemarketingmix,andthenpaylittleattentiontothefactthateverysingledecisionandpolicyhastobecarriedoutbyaspecificperson,inaspecificway.Yourabilitytoselect,recruit,hireandretaintheproperpeople,withtheskillsandabilitiestodothejobyouneedtohavedone,ismoreimportantthaneverythingelseputtogether

●Political

Withtheregardtopoliticalfactorwhichisbasicallyabouthowthegovernmentintervenesintheeconomy,itispalpablethatthereareanabundantofpoliticalrulesintheindustryofthecosmeticsurgerysothatthemedicalsafetyoftheindividualscanbeguaranteed.Toillustrate,itismentionedinthecasethatIndia,HongkongandThailandareallrequiredthequalificationandlicencesinordertocheckwhetherthecosmeticssurgerywhichisrecommendedbytheJoanhasthemedicalharmtothepublic.Itiscommonlyacknowledgedthatthealargemajorityofgovernmentsfromallovertheworldhavebeenattentiontothecosmeticsurgeryindustrysincethecosmeticsurgeryhasbeenpopularfrom2005andmorethan60%womenhasacceptedthecosmeticsurgerysofar（BillThornton,2013）.However,withthestrongpoweroftheworldwidepower,moreandmorefailurecaseswhichareledbythecosmeticsurgeryhasbeenrevealedsothatthesafetyandqualificationstandardhasbeenpromotedinthefieldofcosmeticsurgery（M.Ryckman,2013）.Refertothesocialfactors,itisobviousthatthecosmeticsurgeryhasbeentheprevalentculturegradually.Sinceitisreportedthatmorethan60womenhasacceptedthecosmeticsurgerysofarfromallovertheworldandalmost40womenhasacceptedmorethantwosurgeries（M.Ryckman,2013）.However,whatJoansaidwasthatthe‘Chinese’appeartohavethedifferentculturaloutlookonphysicalcosmeticappearancetoAustralian.Speakingofthetechnology,itisnodoubtthatasurplusofadvancedmachineswhicharehelpfultoconductthecosmeticsurgeryhasbeeninvented（H.Shemshadi,2014）.Atthesametime,thereareavarietyofwesterndrugsandlocaldrugsareavailable.Foreconomicfactor,exceptforHongKong,IndiaandThailandarethedevelopingcountriessothattheGDPandpercapitalincomearebothlowerthanthedevelopedcountries.Inotherword,thegovernmentsinIndiaandThailandhavenoextrabudgettosupportthecosmeticsurgeryindustry.Moreover,thehighpopulationisalwaysthekeyfactortopreventthedevelopmentoftheeconomicgrowthinIndiaandThailand.Inthefieldofenvironmentalfactor,itispalpablethatHongKong,IndiaandThailandwhichareinterviewedbyJoanarealltheregionswhosekeyindustryistourismsothatthereisthehugepopulationflowinthesethreecountriessothatitisbeneficialforthedevelopmentofthelocalcosmeticsurgeryindustry.Lastbutnotleast,thelegalfactorincludesthecertainlawinthelocalcountries.Anditisobviousthatthesethreeregionsareallhavethedetailedrequirementsaboutthequalificationandsafetystandard.AnditwasdescribedbyJoanthattherewasacompletesetofformstofillininHongKong.Todrawaconclusion,thereisnodenyingthatitisnoteasytodevelopthecosmeticsurgeryindustryinthethreeregionswhicharementionedinthecasebecausetherearealotofrules,thediverseculturalenvironment,theeconomicsupportbythegovernmentandsoon.However,theadvancedtechnologyinthecosmeticsurgerywillpromotegreatlyforitsdevelopment.

AfterconductingthePESTLEanddrawingtheconclusion,itispalpablethatHongKongisthemostsuitableregionwhichareinterviewedabovetoruntheindustryofcosmeticsurgerysinceitsexcellentconditionineconomyandtheclearrulesfortherequirements.Meanwhile,theproductswhicharegoingtosellcanbethemedicineliketabletandsyrupwhicharehelpfulfortheprimarystageofthecosmeticsurgery.Andtheoperationsuchasthelasersurgeryisthekeyproduct.Forthepromotion,itiseasytomakethefulluseoftheadvertisementintheInternetandTVshow.Andnowadays,itisconvenienttopromoteifakindofprofessionalappin