case study全球战略管理分析.docx

1、case study全球战略管理分析The Case ReportIntroduction 2PESTLE & 7PS Analysis 21. Four Orders for Analysis 31.1 PESTEL 31.2. Porters Five Forces Analysis 31.3Target Market 41.4.7PS 52.Three Important Issues 11Reference 14IntroductionAs is known to us all, service has played an increasingly important role in

2、the business competition. And what are services? Actually, services are something that can be brought or sold but cannot be dropped on your foot. Services are different from products and have an abundant distinguishing characteristics that are critical in the marketing. Therefore, we can draw a conc

3、lusion that one of the most distinct characteristics of services is intangible and there is great potential for the development of the service in the international marketing. Hence, the evaluation standard of service should be clear. This report analyzes the case about setting up a cosmetic surgery

4、overseas. Joan, who is in charge of a successful cosmetic surgery company in Gold Coast, has the plan to set up another clinic about cosmetic surgery in other countries. Thus, she has been to Hong Kong, Thailand and India for doing research. According to the practical situation of these regions, the

5、 related analysis is given below. 1. Four Orders for Analysis1.1 PESTELPESTEL analysis model, also known as large environmental analysis, is an effective tool to analyze the macro environment. It can not only analyze the external environment, but also identify all the forces impacted on the organiza

6、tion. It is a method of investigating the external influence factors of the organization, which can be divided into 6 major factors: the political factor, economic factor, social factors, technical factor, environmental factor and legal factor. 1.2. Porters Five Forces AnalysisA graphical representa

7、tion of Porters five forcesPorters five forces analysis is a framework that attempts to analyze the level of competition within an industry and business strategy development. It draws upon industrial organization (IO) economics to derive five forces that determine the competitive intensity and there

8、fore attractiveness of an Industry. Attractiveness in this context refers to the overall industry profitability. An unattractive industry is one in which the combination of these five forces acts to drive down overall profitability. A very unattractive industry would be one approaching pure competit

9、ion, in which available profits for all firms are driven to normal profit. This analysis is associated with its principal innovator Michael E. Porter of Harvard University.1.3Target MarketA target market is a group of customers a business has decided to aim its marketing efforts and ultimately its m

10、erchandise towards (Dave,2010). A well-defined target market is the first element of a marketing strategy. Product, price, promotion, and place are the four elements of a marketing mix strategy that determine the success of a product or service in the marketplace. It is proven that businesses must h

11、ave a clear definition of their target market as this can help reach its target consumers and analyze what their needs and suitability are (Michael, 2016). In this essay, its target market is people with skin imperfections in eyelid，nose，moles, etc.1.4.7PS The Marketing Theory of 7Ps ProductTo begin

12、 with, develop the habit of looking at your product as though you were an outside marketing consultant brought in to help your company decide whether or not its in the right business at this time. Ask critical questions such as, Is your current product or service, or mix of products and services, ap

13、propriate and suitable for the market and the customers of today? PricesThe second P in the formula is price. Develop the habit of continually examining and reexamining the prices of the products and services you sell to make sure theyre still appropriate to the realities of the current market. Prom

14、otionThe third habit in marketing and sales is to think in terms of promotion all the time. Promotion includes all the ways you tell your customers about your products or services and how you then market and sell to them. PlaceThe fourth P in the marketing mix is the place where your product or serv

15、ice is actually sold. Develop the habit of reviewing and reflecting upon the exact location where the customer meets the salesperson. Sometimes a change in place can lead to a rapid increase in sales. PackagingThe fifth element in the marketing mix is the packaging. Develop the habit of standing bac

16、k and looking at every visual element in the packaging of your product or service through the eyes of a critical prospect. Remember, people form their first impression about you within the first 30 seconds of seeing you or some element of your company. Small improvements in the packaging or external

17、 appearance of your product or service can often lead to completely different reactions from your customers. PositioningThe next P is positioning. You should develop the habit of thinking continually about how you are positioned in the hearts and minds of your customers. How do people think and talk

18、 about you when youre not present? How do people think and talk about your company? What positioning do you have in your market, in terms of the specific words people use when they describe you and your offerings to others? PeopleThe final P of the marketing mix is people. Develop the habit of think

19、ing in terms of the people inside and outside of your business who are responsible for every element of your sales, marketing strategies, and activities. Its amazing how many entrepreneurs and businesspeople will work extremely hard to think through every element of the marketing strategy and the ma

20、rketing mix, and then pay little attention to the fact that every single decision and policy has to be carried out by a specific person, in a specific way. Your ability to select, recruit, hire and retain the proper people, with the skills and abilities to do the job you need to have done, is more i

21、mportant than everything else put together Political With the regard to political factor which is basically about how the government intervenes in the economy, it is palpable that there are an abundant of political rules in the industry of the cosmetic surgery so that the medical safety of the indiv

22、iduals can be guaranteed. To illustrate, it is mentioned in the case that India, Hong kong and Thailand are all required the qualification and licences in order to check whether the cosmetics surgery which is recommended by the Joan has the medical harm to the public. It is commonly acknowledged tha

23、t the a large majority of governments from all over the world have been attention to the cosmetic surgery industry since the cosmetic surgery has been popular from 2005 and more than 60% women has accepted the cosmetic surgery so far ( Bill Thornton, 2013). However, with the strong power of the worl

24、dwide power, more and more failure cases which are led by the cosmetic surgery has been revealed so that the safety and qualification standard has been promoted in the field of cosmetic surgery (M. Ryckman, 2013). Refer to the social factors, it is obvious that the cosmetic surgery has been the prev

25、alent culture gradually. Since it is reported that more than 60 women has accepted the cosmetic surgery so far from all over the world and almost 40 women has accepted more than two surgeries (M. Ryckman, 2013). However, what Joan said was that the Chinese appear to have the different cultural outlo

26、ok on physical cosmetic appearance to Australian. Speaking of the technology, it is no doubt that a surplus of advanced machines which are helpful to conduct the cosmetic surgery has been invented (H. Shemshadi, 2014). At the same time, there are a variety of western drugs and local drugs are availa

27、ble. For economic factor, except for Hong Kong, India and Thailand are the developing countries so that the GDP and per capital income are both lower than the developed countries. In other word, the governments in India and Thailand have no extra budget to support the cosmetic surgery industry. More

28、over, the high population is always the key factor to prevent the development of the economic growth in India and Thailand. In the field of environmental factor, it is palpable that Hong Kong, India and Thailand which are interviewed by Joan are all the regions whose key industry is tourism so that

29、there is the huge population flow in these three countries so that it is beneficial for the development of the local cosmetic surgery industry. Last but not least, the legal factor includes the certain law in the local countries. And it is obvious that these three regions are all have the detailed r

30、equirements about the qualification and safety standard. And it was described by Joan that there was a complete set of forms to fill in in Hong Kong. To draw a conclusion, there is no denying that it is not easy to develop the cosmetic surgery industry in the three regions which are mentioned in the

31、 case because there are a lot of rules, the diverse cultural environment, the economic support by the government and so on. However, the advanced technology in the cosmetic surgery will promote greatly for its development. After conducting the PESTLE and drawing the conclusion, it is palpable that H

32、ong Kong is the most suitable region which are interviewed above to run the industry of cosmetic surgery since its excellent condition in economy and the clear rules for the requirements. Meanwhile, the products which are going to sell can be the medicine like tablet and syrup which are helpful for the primary stage of the cosmetic surgery. And the operation such as the laser surgery is the key product. For the promotion, it is easy to make the full use of the advertisement in the Internet and TV show. And nowadays, it is convenient to promote if a kind of professional app in