Fedex ja challenge by cynthia oh and ng yong xiang

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MERGEFORMAT 2010Report on Marketing Strategy ProposalIntroducing Water Purification System in China, XiamenCynthia Oh & Ng Yong Xiang190500 Contents TOC quot;
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Business Venture PAGEREF _Toc266404818 2Target Market PAGEREF _Toc266404819 2Goals PAGEREF _Toc266404820 2Short-Term (year 1) PAGEREF _Toc266404821 2Long-Term (Year 2 -6) PAGEREF _Toc266404822 2Business Environment PAGEREF _Toc266404823 2Social PAGEREF _Toc266404824 2Economic PAGEREF _Toc266404825 2Technology PAGEREF _Toc266404826 2Competition PAGEREF _Toc266404829 2Customer Profile PAGEREF _Toc266404831 2Marketing Strategies PAGEREF _Toc266404832 2Product PAGEREF _Toc266404833 2Promotion PAGEREF _Toc266404834 2Pricing PAGEREF _Toc266404835 2Budget PAGEREF _Toc266404836 2Start up costs PAGEREF _Toc266404837 2Running costs PAGEREF _Toc266404838 2Appendix PAGEREF _Toc266404839 2Bibliography PAGEREF _Toc266404840 2 Business Venture Diamond water purification is not just any equipment which provides clean water but that of health water. As China’s condition of water is of low quality and contains much impurity, it is impossible to drink directly from the tap water without water treatment process beforehand. Therefore, we hope to cater to the well-being of people living in China, in particularly Xiamen, by giving them an opportunity to possess clean and healthier water which is beneficial to health. Even though some other companies like AmyWay had already break into the China market in terms of launching water purification system, we believe that Diamond is able to have a comparative advantage in terms of pricing and technology wise. To start up a Diamond water purification system distributor/retailer in Xiamen, we will need an agency to help us with the paperwork. The agency we have chosen is Tannet Consulting Limited (Xiamen) CITATION Xia99 1033 (Xiamen Company Registration, Xiamen Investment Guide, Tannet Xiamen Business Setup, 1999). Tannet Consulting Limited (Xiamen) knows the business policies of Xiamen and can help us better start up our business and provide us with business ideas. Target Market The country chosen would be China, Xiamen. Its population (Xiamen) is 2.43 million. Province is in Fujian (Hokkien) and GDP per capital being CNY 64,413 (USD 9,438). The nationality of Xiamen is mainly made up by the Han Chinese (98.84%) with the remaining being the ethnic groups. Furthermore, we focus our attention on families, as we think that, every house should have a water purification system, so as to provide clean drinking water to the family Goals Short-Term (year 1) ,[object Object]

We would want our company to breakeven in just 1 year, and the calculations would further explain in appendix 4

To Come Up With promotion plan

As we enter into a new consumer market, we would still be new to their customs; hence we would do research to their consumption behaviour and come up with promotions that will be in favour to both the consumers and the company.Long-Term (Year 2 -6) ,[object Object]

At the end of every calendar year, surveys in various parts of Xiamen will be taken to find out the average number of people who know about our water purification system.

To have a manufacturing plant in Xiamen by end of Year 5, so as to cut cost in transporting these products to Xiamen.

To venture out to new target market; companies.Business Environment Social The culture of Han people in China values family and kinship. Therefore, the well-being of each and every member in the household is important. The water quality in Xiamen is poor in condition and by selling our product in view of the Han’s culture; there is certainly a market for it. The Han Chinese would probably look into areas of concern over their family members’ health issues and water, which is essential for life, plays a major role. Economic The Water Purification industry is rather competitive in Xiamen. Competitors such as Amyway and KWF Sci-Tech Development Co.,Ltd would be a threat to Diamond. However, in comparison of KWF Sci-Tech Development Co.,Ltd and Diamond and looking into the size of the companies, KWF Sci-Tech Development Co.,Ltd’s manpower is only around 50 staffs. Therefore, they do not have sufficient manpower and resources to meet the demand of China- a high population density. Diamond on the other hand, is well established and received several recognized awards. They certainly have the required resources to meet the demand. Although face with the recent recession and the economic downturn, China’s recovery is acting fast and the economy is bouncing back. The household per capital is approximately RMB 1515.19. Furthermore, the competitive pricing set by Diamond would be made affordable. Given the household per capital income, it is thus feasible for the launch of Diamond water purification. In addition, the Chinese government had also pumped in RMB 4 trillion in the water and wastewater treatment industry to encourage the growth of these industries. Therefore, entering the China market is feasible at this point in time and would be able to reap profits in the short-term. Technology Due to advancement in technology, Diamond water purifier is able to kills germs and eliminates impurities up to 99.99 % up to that of the world’s standards. Also, as compared to competitors such as KWF Sci-Tech Development Co.,Ltd, Diamond adopts an efficiency energy converter which enables breaking of water molecules more effectively. This thus made absorption of water into our body more easily. With this, in terms of technology wise, Diamond has a comparative advantage above its competitors and is better able to cater to the needs of its consumers in china. Competition In Xiamen, there are not many companies selling household water purifier, but there are definitely some famous brands, like Amway, which is known for its quality product and is priced at RMB4058.225. Like Xiamen Ogle Water Purifying Technology Co., Ltd. And Xiamen Hawkeyed RO Water Purifier Inc and Xiamen Ou Weishi in which its Xiamen Ou Weishi HRO-N50F cost RMB2380 all of these are local brands, which might posse potential threat to Diamond Water Company. (Appendix 1) Customer Profile (Refer to REF _Ref258707006 Appendix ) Marketing Strategies Product ,[object Object]

Since water that are being dispense out from the taps in China are mostly not fit for drinking, the families might not treat the issue of having a clean drinking water at homes seriously, as According to the 2007 OECD Environmental Protection Report: China, which is a survey done nation-wide on drinking water and water borne diseases, in 2006 the water standard in most of China’s major cities did not meet state drinking water standards (Wilson Center). The number of people who die of water borne diseases in china has been increasing over the years (Wilson Center). Hence with the installation of water purification, these problems will not be a problem to the families, as the purpose of a water purification system is to have a clean drinking water.

A water purifier is convenient as one can immediately obtain clean and cool water once the tap is turned on. Time need not be spent on boiling the tap water and one need not worry about not having enough bottled water or space to keep the bottled water in the house.

If families were to have a better financial planning, a water purification system would be advisable, as it will be must cheaper in comparison with buying of bottled water frequently. It will be much more environmentally friendly as it exclude the usage of LPG gas, which in the case of obtaining clean drinking water through boiling water daily, will involves heavy usage of LPG gas, which in turn will be costly.

Main Features/benefits of Diamond water

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