Market Analysis of Fortress

Table of Contents 1) executive learnor Summary4 2) Company Backg pad4 2. 1) Company Prospect4 2. 2) foodstuff Leading History5 3) Competitors compend6 3. 1) Industry stance6 3. 2) market place drawing card &8212 Broadway (in 4P points of view)6 3. 3) Market contender &8212 Gome (in 4P points of view)6 3. 4) Company f either all over6 4) External milieu Analysis7 4. 1) geographic view7 4. 2) Demographical7 4. 3) fellow Analysis7 a. Political7 b. Economic Environment8 c. Social Environment8 d. Technological Environment9 5) Consumer Review9 Dissonance-reducing buying behaviour10 6) SWOT Analysis10 a. Strengths10 b. impuissancees11 c. Opportunities12 . Threats13 7) Conclusion and Recommendations13 7. 1) rank Market and Positioning Strategies13 7. 2) trade mix architectural plans14 a)Product14 b)Price14 c)Place15 d)Promotions15 1) Executive Summary This foodstuffing cogitation is aimed to analyze the electrical instrument marketer, justification, and provide(provides ) several(prenominal) recommendations to improve its market positioning that throw out achieve its tar asks and object lenss. subsequently investigating the cur undertake stain and external environment, it is suggested to ground a sassy onward motion try that allows shelter to gain more(prenominal) attention from uptake uprs and succeed in the manufacture.It is found that the line of collective purchasing is signifi trickt on the mesh. Also, the takings of marriage summation with the economy rebounded. In the Social Aw atomic exit 18ness on the environmental well-disposed penetrate to the public. Therefore, the promotion c deoxyadenosine monophosphateaign is designed from these findings so as to conjure its private-enterprise(a)ness in the market. And, former(a) detailed findings pull up stakes be explicated in later(prenominal) subroutines. This promotion campaign is to offer a squeeze of mathematical products labelled with steep energy-saving efficienc y for the young couples planned to be marry.And, the marketing calendar as to the implementation of this promotion campaign testament be explicitly shown to execute the proposed marketing mix program. 2) Company Background fortress was accomplished for thirty six years in Hong Kong, founded in 1975 and acquired by Hutchison Whampoa modified (HWL) in 1986. It has expanded its business organisation up to just about 67 outlets hiring more than one railway yard mental faculty in Hong Kong. As for First advancer utilitys, justification is the first Hong Kong seller to offer one-stop computer memory convenience and a multi-zone in-store retail concept in this intentness.All these contri howevere to its current market offering, but not market myopia, which allows(allow? ) clients to enjoy excellent condemnation-saving obtain so as to fulfill their needs and wants. In order to publicize its new-fashioned quick-witted support concept, resistance publishes online magazin e, Wave, and a recite of free seminars on different refers including graduate(prenominal) gear-definition products, computers, digital cameras, groundwork audio and video studio argon held to educate consumers about the technology development and new products arrival in bulwark. . 1) Company Prospect Inspiring Smart Living It was introduced in 2004. Of this bosom aspiration of garrison, professional operate and advices provided by guard exit be offered to guest in order to inculcate them to start smart living. Smart living means living with the support of the advanced technology. This primarily aims at inducing consumers to alter their life sentence- era appearance to the advanced life style through leveraging advanced digital devices and internal appliances. Customer-Oriented operate and Products ProvidedTo accompany with its prospect, Fortress allocates much(prenominal) resources in providing excellent customer work and introducing a variety of products. Thus, some external organizations recognized its outstanding go. a. Customer-Oriented function The frontline module go out base on the different customers preferences to provide personalized recommendations on the partitionicular products or other amends products in After-Sale service. Some of customer services bring been first off introduced in the consumer electronics retail market, which Fortress gained several first- ingrainr advantages.For instance, Fortress was the first one to launch the 24-Month Interest Free Installment Program, Purchase-to- repair Service a PAY THE diversity policy that guarantees shoppers the lowest damages on every product every day, idol Gift List Service and an Emergency Replacement Service that guarantees final satisfaction through the second year of product life. To ensure the proud standard quality of the customer service, Fortress Academy was established to chasten the continuous learning culture and to provide comprehensive training prog ram to staff, ranging from frontline to management. . Products Offer Fortress has more than 50 suppliers that supply a long range of electronic appliance and digital products to sell in retail stores. From the supplier list of Fortress, the product differentiation is naturally high. It take aims on unvarying market to satisfy different customers needs and wants. Besides, it also manufactures its own products named as Fortress bulls eye to target the consumers with high-price reactive. 2. 2) Market Leading HistoryTo achieve the outsize scale of the market shargons, many innovative pioneering policies has(have) been taked by Fortress, and some of these policies were later also adopted by other competitors. 3) Competitors Analysis 3. 1) Industry Perspective Being a robust market leader in the electronic retailing market, Fortress develops a wide disfigurement network in the topical anesthetic market. Comparing with Fortress, Broadway is the closest market leader in the industr y with narrower customer coverage . However, Broadway and Gome atomic number 18 good at different fields. In fact, they have quite different marketing strategies.Fortress aims at developing a wide dispersal network and convenient locations for customers in order to create high accessibility to the target market. 3. 2) Market Leader &8212 Broadway (in 4P points of view) For Broadway, the marketing outline is more fashionable and fashionable. Like the topic of current TV commercials, Rock-Happy-Life, it aims to promote happiness in life with rock style, as rock style is considered as youngster music, so Broadway has given an impression to customers that it is a trendy and young brand, and aims at improving customers lifestyle by providing more digital devices.As the closest competitor for Fortress in the industry, it does not only pioneered in using celebrity as spokesman and some policies, but also follows or so the pioneering policies made by Fortress, such as the free dispor t instalment payment pioneered by Fortress. However, Fortress has also adapted some of the policies firstly made by Broadway, for example providing gift to customers. It offers products with alike brands and prices as Fortress does. 3. 3) Market Challenger &8212 Gome (in 4P points of view)Gome is the largest electronic appliance retailer in China. more than 740 outlets ar widely-spread in China, including Hong Kong outlets. Gome has seen the potential business opportunity of electronic appliance with Chinese brands in Hong Kong, so Gome invaded in this industry with Market Challenger outline to offer various the products with Chinese Brand at trim back prices, which tummy attack Fortresss weaknesses on this resistant of products and bend the leader and challenge in this market. It adopted similar promotion strategy as Fortress. 3. 4) Company ReviewStrength Fortress has won many awards, like seat of government fooling Print Ad Award 2004, My Best HK Brands 2005, the HKMA and TVB Award for merchandise Excellence, top 10 favorable brands in HK by Guangzhou Daily, etc. The market sh are is large hence Fortress is defined as Market Leader. Meanwhile, Broadway also promotes the similar brand campaign. Hence, it is defined as Market Leader. Weakness Fortress does not have much Chinese brand products. Gome provides similar home appliance products as Fortress does, but the brands are in the main China local top brands.Under this review, Gome attempts to attack this Fortresss weakness, so Gome is defined as Market Challenger. 4) External Environment Analysis 4. 1) Geographical view Hong Kong is the city with large population and high density and its concern systems also are complete and convenient. When customers want to do shopping here, they can travel to the nearest shop in sententious time. No elaboration where the shop it locates, it still have lots of potential customers nearly the shop place. It means that retailer shops may not need to open bulk of stores within the same areas, which can minimize the boilersuit operating follows.Also, the geographical advantage of the location mingled with Hong Kong and other cities in Mainland China is sure as shooting spanking to any business, in terms of logistics and tourism. 4. 2) Demographical view According to Hong Kong commercial Daily, Hong Kongs population consists of approximately 50% of middle class family. This crowd generally is well-educated, pass oning to consume and has higher procure power. In the society, they play a prodigious role as they have an enormous parting on consumption. Furthermore, according to Census and Statistics Department, thither are about 30% of people aged amid 15 and 34.Also, from the latest population nose count conducted by Census and Statistics Department shown, the number of resident at mid-class change magnitude up to 45 % of the overall working population ( refer to extension 1). The mid-class is defined as the resident who earn in the range of $10,000 up to $40,000 in their monthly income in the working population. Of these residents at mid-class level, they roughlyly ideal the secondary school certificates and more (than) a half of them completed post-secondary education.It is pass judgment this group of people will continuous to grow for a decade, which is a business opportunity for the companies selling normal goods. In recent year, the number of marriages increase from 43 thousand people in 2005 to 52. 8 thousand people in 2010. The overall trend of the marriages was increase(d) when the economy was fracture. Also, the number of households was increased by 21 thousands. These two statistics shows the(that) there was an increasing trend of a new marriages forming a new love nest. 4. 3) PEST Analysis a. PoliticalAfter financial budget 2011-2011 released, John Tsang, financial secretary, announced that the government will distribute $6,000 cash to Hong Kong permanent residents aged 18 or above. The o verall total cash amount of this policy is estimated to be around 37 billion. Minimum Wage policy is going to implement on the foremost whitethorn, 2011. This policy is purposed to set $28 per hour for all full-time and part time workers in Hong Kong. Companies anticipate that this may increase the labor cost for the companies which employ low-skilled workers. b. Economic Environment In 2011, Hong Kong economy is believed to be better than pop off year.John Tsang, Financial secretary, estimates that the economy will grow about 4% in 2011. With the low unemployment rate and the increased mid-point salary, the purchasing power of consumers will be stronger than ever. The Centa-City Index shows the living accommodations price increased to 87. 52 of 100, compared with that of 2008, which was 55. 46. It reveals the housing price is estimated to approach the highest housing price in1997. From the report on rent index in Housing conducted by Rating and Valuation Department, there was al so an increasing trend in the housing rent, which increased to around 130, compared with 100 of the index in 1999.It shows the rent was increasing during the prehistorical years. Meanwhile, The joined States Federal Reserve Board implemented a second round of quantitative easing (QE2) with 600 billion US dollars. It is expected that QE2 will underrate value of US dollars. Finally, Hong Kong currency will be depreciated collect to the colligate exchange rate system. Also, Renminbi (RMB) continues to appreciate year by year. If the tourists from other countries, particularly mainland china, purchase goods in HK, they will enjoy the currency depreciation.Thus shopping in HK is so attractive to them but, for local resident, the inflation rate is anticipated to ferment sincere in the near future. However, in March 2011, a serious earthquake in Japan has destroyed lots of factories. Japan will guide a long time to recovery all. Yet, most of electronic components are made by Japan corporations. It is expected that these components may be shortage in the future, so the final goods of these components, such as digital cameras and notebook, are also expected to be out of stock.The recent investigating of overall economic situation in Hong Kong, which was conducted by Census and Statistics Department, gross domestic product per capita was 25430 U. S dollar and the number of visitor was 36 millions, around 50% of that was Mainland visitors. It is expected that the Hong Kong economy will grow steadily. Moreover, on 3rd May 2011, Census and Statistics Department announced the over-night visitors spent around $6700 HKD on average, whilst non-over-night visitors spend about $1800 HKD on average.Most of the retailers believe that the number of visitors will still increase continuously, and their consumption will definitely confirmatively affect to their profits. c. Social Environment The Collective Purchase concept has been recently developed on the mesh, which a l arge group of people who have a same engross on the specific product creates a stronger buyer power to the seller so as to force the seller to offer a discount by buying a large amount of the same item. However, this kind of strategy may encourage the consumers to wait until the success of the group formation.According to the report of WenWeiPo daily on 13rd Mar 2011, 82 billion U. S. dollars worth of retail business is achieved through online transaction, which was about 1/10 of the retail industrys trade. With the establishment of Taobao. com, the online shopping model of B2B, B2C and C2C has been developed well. The interaction of the business activities between Mainland Cities and Hong Kong is stronger than ever. More Hong Kong consumers are willing to order the goods on Taobao. com, because the products a great deal are at lower prices than the retailer outlets in Hong Kong.And, more Mainland onliners are willing to spend silver on Taobao. com to purchase the goods of Hong Kong local brands. This can be seen that the online business does not just only serve the local consumers only, but also the national consumers. The investigation of the number of hours spending on the internet conducted by Synovate, a marketing research company, shows the average proceeding spending on the internet rose from 136 minutes to 145 minutes, during past(a) 4 years. On the contrary, the average time spending on TV was less than that on the internet.Therefore, people tend to spend more time on the internet. People start to cultivate a colour environment. more of them attempt to choose the electronic appliance with low electricity consumption to save the environment. Being environmental-friendly, more companies start to implement environmentally sustainable strategies and practices, such as recyclable packaging, better pollution controls, more energy-efficient operations and so on. This can help companies to improve its(their) image and reputation. d. Technological Envi ronmentOnline obtain has become popular to the society, in particular the advanced technology of mobile resound and the mobility internet services are widely used in Hong Kong. Hence, many companies have started to setup a website to operate their business on the internet at the same time. The product life of a digital product is expected to be shorter collect to the fast development of a new product model and technology . quickly replaced in a short period. The main reason is that the company frequently promotes the new product in order to compete with other rivals.For instance, IPad1 has already been implemented in last year, but now IPad2 is introduced in this year. It is estimated that the competitiveness in digital products will be more and more intensive in the coming future. 5) Consumer Review Consumer involvement of buying home appliances is mainly determined by, a) previous experience, b) interest and c) comprehend chance of negative consequences a. Previous experienc e As the functions of home appliance are developed to be more advanced time by time, consumers may not be always old(prenominal) with the new latest functions when a brand-new product is launched to the market.Hence, it requires consumers to spend time on searching its learning internally and externally on the brands differences of the home appliance products to deliberate its unfamiliar functions in a familiar product category. b. Interest Consumers interests can be derived from the Maslows hierarchy of needs. groundwork appliances aim at assisting the consumers daily life. This can be referred to the physiological needs, safety needs and social needs. Of physiological needs, rice cookers and microwaves are typical example(s) of consumers need recognition.Other electronic appliances, such as communication devices, can be fulfilled their social needs that interact with others. Safety concern of home appliances is always an importance factor to influence their buying decision, e modifiedly for the consumers who are married couples with children at the Family life-cycle stage. c. Potential risk of negative consequences Price is the profound factor for the perceived risk of negative consequences, situation and social visibility, and they are directly related to the price as the price of the product increases, so does the level of involvement.Some of the large home appliance, such as refrigerator and television, are set to be at higher prices thence the tolerance of the risk of negative consequences will be lower. With home appliances at higher prices, consumer lots requires longer length of time to make a decision. Thus, the level of consumer involvement can be concluded as relatively high. Dissonance-reducing buying behavior The price of electronic appliance is ranging from a couple of(prenominal) hundred up to several thousands, and consumers purchase them infrequently.Moreover, the products among electronic appliance retailer industry are perceived wit h few brands differences with the major competitors. For instance, Fortress and other competitors provide the similar electronic appliances and brands. The products and services provided by Fortress and Boardway are similar, so there is few brand difference. Because of this, the consumers behave as Dissonance-reducing buying behavior and mainly response to the after-sale services, discount and promotion campaigns to make their purchasing decision. 6) SWOT Analysis . Strengths exactively distributed retail stores in Hong Kong From the geographical view, the population density is relatively high in Hong Kong therefore the number of outlets may not need to be widely distributed. Fortress is one of the leading retailers of electronic appliances in Hong Kong with over 67 outlets, which the accessibility for consumers is high. Thus, the channel power is created towards the suppliers, which can enjoy the competitive advantage of this channel partnering, and the setup and operation cost a re optimized efficiently.As a result, consumers can enjoy the optimal price. Reliable serve Mix due to Excellent Comprehensive Training For retail market, service is heterogeneous and vital to the retail market. Fortress emphasizes on the personal selling, so it set up a Fortress Academy to provide a thorough and lengthy staff training program for frontline gross revenuepersons on frontline consumer service, technical acquaintance and management skill. By joining this program, staffs can be inculcated with legal customer service, in-depth products knowledge and appropriate management skills.Accordingly, experienced and enthusiastic staff serves the customers confidently and convince the customers properly, and so they are the most valuable asset to Fortress. Additionally, Fortress developed smart living, therefore the products displayed in outlets are mostly like to be more advanced technology. Referring to the product life cycle, the new launched products should be displayed w ith an informative promotion strategy, so Fortress staff is(are) always well-prepared from their trainings. Fortress is a customer-orientated company. It provides differentiated after- sales services to customers.They include 24-month interest free barge inment to release consumers burden Purchase-to-Play service to plan and install AV products for consumers 10-days Money Back Guarantee to strengthen consumers arrogance towards its products. Furthermore, Fortress provides mobile phone insurance to consumers, which can raise consumers confidence in purchasing mobile phone in Fortress. Meanwhile, consumers can get the refund or exchange if they were unsatisfied with the products. The outstanding services are highly recognized and awarded, as in Best Customer Services Award and Hong Kong Merchant of Integrity, by media and other xternal associations, which consumers should comfort with its services and integrity. Sole Agency Advantages Fortress has a number of exclusive agents to ch arter in a line of business without competition. For instance, Fortress gained the exclusive advantage from Stiebel Eltron, which mainly produces water heaters (See Reference), and launched the promotion campaign of limited quantity with it. During the past years, Fortress carried out this strategic alliance along with a number of brands, as in HPC and Hissense, to enlarge its market per centums and the product category is intensify more than the other competitors one .Since some consumers may have fealty to some specific brands, Fortress will be the only distribution channel for them to purchase. This certainly brings a stronger bargaining position in Fortress. b. Weaknesses vexed to differentiate from competitors Variety of products, quality of products and sales service, proficiency of products knowledge, and distribution of stores of Fortress are similar to its competitors, as in Boardway. It is easy for consumers to seek for complements from competitors due to the low switc hing cost.Moreover, consumers (have difficulty in) are difficult to distinguish between Fortress and its competitors, since Fortress focus on targeting the mass market and all previous unique marketing strategy were quickly adopted by other market followers. Consequently, consumers may switch to other retailers based on souvenir, ad-hoc promotion or discounted price but it is not merely because of the brand of Fortress. Multifarious Products Offers Qualified products with low selling price are given over to be more popular when the economy is downturn.Since the manufacturing cost and the savey bung of products made in China are lower, the listed prices of Chinas brand products are lower. For these reasons, Fortress may lose some price sensitive consumers due to narrow range of products from Chinas brand. One of its competitors, Gome electrical Appliances, is offering qualified Chinas brand products with low price. Frontline salespeople are educated with basic and general produc ts knowledge, which is not specific enough. Most buyers, in particular the beginners and learners, can be satisfied with the sales service.Nonetheless, some professionals may be discouraged by salespeoples limited products knowledge. Also, the professional specific components of a product, such as camera lens, are uncommon to display in Fortress. Consequently, Fortress may potentially lose these digital professionals, who may consume frequently. High Inventory Cost of Bulk Unsold Items For the unsold electronic Appliance, they occupy large storage space, so it leads to higher inventory cost to store them. Compared with other electronic appliance companies, Fortress targets mass market, so various electronic appliances at bulk size will be offered.However, when these items are unsold, Fortress suffers a significant inventory cost and cannot practice the cash flow appropriately. Hard to Hold Customer Loyalty Compared with the direct closest competitor- Broadway, Fortress has not lau nched the membership programme to build up the long term human relationship and loyalty with customer in retail outlets, although there is a membership programme for the customer to do online shopping. From this, the customer loyalty may not be solidified strongly due to the weaker Customer Relationship Management.Even though Fortress co-operates MoneyBack (??? ) to promote different kinds of special offers to the MoneyBack owners, this promotion channel of non-personal communication is simply not wide-spread to the target customer causing the promotion strategy and AIDA model may not be effective as expected. c. Opportunities Extra HKD$6,000 allowance Hong Kong government proposed to distribute 6,000 for apiece citizen who is aged 18 or above. It can absolutely induce citizens, especially youngsters, to consume more.From Hong Kong China News Agency survey shown, about 40% of respondents aged between 18 and 30 who prefer to spend this specie on their favor digital products includ ing iPhone and cameras, therefore it is definitely a significant potential opportunity to retailer companies. Trend of collective buying Youngsters in Mainland China, Taiwan and Hong Kong prefer collective buying through the internet earlier than purchasing in retail shops. According to the Phoenix News, there is a large potential booming trend of collective buying.They can purchase products in a special discount throughout the collective buying. Fortress can take the advantage of the trend to expand the market share in Hong Kong and to promote its products simultaneously. By using the developed and faultless online sales platform, Fortress can implement the idea of collective buying inexpensively. Green concept In recent years, publics concern on environmental issue has been depend upond. Companies like CLP Power Hong Kong Limited and EPS Company have adopted policies to promote their company products and services.For instance, CLP has launched several programs like Old Appliance s cycle Program and Energy Saving Proposal provided from their professionals besides, EPS has launched the EPS iDo to promote the donation to go under trees in Hong Kong urban districts, ever since the program was launched they have already lay more than 2600 trees. By employing green concept, companies can develop a positive image towards public and create a sustainable company income in the future. d. Threats Loss of Japanese suppliers Owing to the disastrous earthquake in Japan, most of the electronic suppliers were suspended.The cost of related complements may increase due to the high demand. In the meantime, the cost of products may be raised and, consequently, Fortress may earn less. Vertical Channel Conflict Online business has been adopted by companies including the direct suppliers. Online retail business can easily be substituted by these mature shopping platforms. Thus, most competitors attempt to prevent from this online business to subjugate vertical channel conflic t. It is because suppliers may directly distribute their product though the internet channel.All these may affect the online business of Fortress. 7) Conclusion and Recommendations 7. 1) Target Market and Positioning Strategies The purposed promotion campaign aims at targeting those who planned to get married and are going to purchase or renovate their houses aged between 27 and 37 in the coming 6 months. The reasons why this fraction is chosen are because the targeted customers are most likely to purchase numerous new home appliances therefore they have the highest possibility to contribute revenues to Fortress.This target segment is derived from the above analysis with supporting figures and facts, thus it is measurable, accessible and actionable. unwed couples can enjoy discounted prices through this promotion campaign. This campaign consists of bundle set strategy and niche marketing strategy. To further illustrate, the idea is that the target customers will be acknowledged t his package through different promotion carry to motive the collective buying behavior on Fortress online shopping website. This package consists of three product categories.It allows customers to select one product in each category of A, B and C on a unreserved basis with limited time and quantity. Goal & Marketing objective This package is purposed to optimize the inventory spaces and the warehouse management efficiency. It generally is for consumers to select the three most favorite products from the product list of swear out machine, refrigerator and TV respectively. The product list is suggested to contain clearance items with energy-saving label, since the Green environmental friendly starts to penetrate to the public.This package is suggested to offer special discounts to fiance couples, so as to build up a long term relationship with them. By launching this, it is expected to increase the market share by 6% and significantly increases the revenue by 8% in a short time. 7. 2) Marketing mix programs a) Product This promotion mainly emphasizes on cleansing the warehouse, which is one of the weaknesses of Fortress, so the product list should contain high and low brands of home appliances with bulky size, such as air conditioner and washing machine, in each category of the product list promoted.The quantity in each category should be sold based on the number of products left in the warehouse. The selected products in each category will be reserved by customers on first-come-first-serve basis. b) Price The bundle determine strategy & Promotional Pricing The promotional pricing strategy is applied to the package, this temporarily promotion to offer discounts from normal prices for increasing sales and reducing inventories. The bundle pricing strategy is implemented in this campaign promotion to offer discounted price by purchasing a bundle of home appliances promoted package.Based on political analysis, a couple will determine HKD$12,000 from HKSA R government. This policy can induce unmarried couple to consume in this campaign. The bundle price of television, washing machine and refrigerator (A+B+C) is set to be HK$13,140, which means love forever in Cantonese implication. c) Place As for Market factors, the fiance couples would likely own or rent a new house for their new life, so Fortress may promote its campaign through the channels of wedding services as follows. Physical distributionStrategic Channel AlliancesFortress can use the existing channels to promote this campaign. For instance, Fortress may co-operate with wedding consulting companies, solicitors, inner design companies and property agent to deliver this message, since the target customers may go through these two channels to organize their wedding. All these purposed channels need to setting an agreement Moreover, according to the investigation of the time spending on the Internet, people spent their time on the Internet more than that of TV.Thus, Fortress may consider the Internet advertisements to draw the target customer attentions, and this is much cheaper than the TV ads. There are some existing famous forums, such as HK Discuss Forum and Uwants, to discuss the plan for wedding issues. Hence, Fortress may advertise its campaign to these forums and support the environmental friendly trend. For other competitors, many of them have not established the online store on the internet and mainly focus on the digital devices rather than home appliances therefore this promotion campaign is difficult to be imitated due to the barrier of entry.Logistics After the end of campaign, Fortress will consolidate all the ordered products and deliver them in a short time, so it lowers the transportation cost, and it fully implement the logistics resources. Make use of social network The popularity of the social network, such as Facebook, can be shown by the statistic report of Facebook in year 2010. It was account that the number of Facebook user i n Hong Kong on fall 31st 2010 has reached 3. 67Millions people. Since the winnow pages of Fortress on Facebook has been established 2 months ago, the number of fans was only around 1650 people who Like this page.The effectiveness is not explosive enough to arouse the attention of the public. Therefore, it is suggested that, in order to grasp the channel effectively, when the pages on Facebook reach a certain amount of fans, Fortress will offer coupons or gifts through their e-mail addresses. With more people Like this page, this channel can raise the awareness of a new product arrival effectively and efficiently with several other promotional channels together. d) Promotions Informative promotion through online channel and strategy alliances Posters with the detail of the program are suggested to be posted on the Facebook communication channel.Fortress can make use of this online irregular communication platform in order to convey the most updated information to the customers. B esides, in order to arouse peoples interest on this program, all of the retail shops will display the promotion pecker on the eye-catching position. Moreover, leaflets will be distributed to the marketing alliances mentioned in the previous part these leaflets will be displayed in their information desk or even attached to their promotion documents. Emotional appeals on the promotion campaignIt is recommended to use emotional appeals to move the fiance couple. In the poster, it is suggested to use the emotional slogan emphasizing on the eternity love and the care of husbands towards the wife to touch the target customers. 8) Marketing Calendar 9) Appendix Appendix 1 Extract of 1/2011 nation Report, Census and Statistics Department Appendix 2 Extract of Marriage numbers in Hong Kong from Census and Statistics Department Appendix 3 Poster suggested to be used in the promotional campaign Appendix 4Extract of property price movement between 2002 and 2010 by Centaline Property Appendi x 5 bill 30 countries with highest number of Facebook users (31st Dec 2010 data from Facebook) Rank Country human activity of Facebook users Dec 31st 2008 Number of Facebook users Dec 31st 2009 Number of Facebook users Dec 31st 2010 12 month fruit % 24 month growth % 1 USA 42,078,960 101,303,240 145,749,580 43. 90% 246. 40% 2 Indonesia 897,040 14,681,580 32,129,460 118. 80% 3481. 70% 3 UK 14,937,180 22,625,300 28,661,600 26. 70% 91. 0% 4 Turkey 7,934,340 16,943,780 24,163,600 42. 60% 204. 50% 5 France 6,587,240 14,290,700 20,469,420 43. 20% 210. 70% 6 Philippines 390,700 8,387,560 18,901,900 125. 40% 4738% 27 Hong Kong 1,458,520 2,727,980 3,673,580 34. 70% 151. 90% 10) Reference 1 Broadway Company Background http//www. broadway. com. hk/node/502 2 Broadway Shop locater http//www. broadway. com. hk/shop 3Centaline Property Centadata http//www. centadata. com/cci/cci. htm 4CLP Hong KongOld Appliance Recycling Program ttps//www. clponline. com. hk/myHome/EcoLivingIdeas/Re cyclingProgram/Pages/Default. aspx? lang=en 5CnYes. com iPad2?? 5????? http//news. cnyes. com/Content/20110418/KDW8J0QVCEX16. shtml 6 Fortress homepage Company Background http//www. fortress. com. hk/fortress/ satiate/ABOUT_US/en/index. html? hs_ctn_ref=ABOUT_US 7 Fortress Store Locator http//www. fortress. com. hk/fortress/jsp/sys/Sf_render. jsp? hf_s_id=FT11&hf_srv_id=Nv_fstore_loc&hf_rand=2107567796. 8Gome Electrical Appliances Holding Limited Homepage http//www. gome. com. k/ 9Hong Kong Commercial Daily ???????? http//www. hkcd. com. hk/content/2010-06/07/content_2536481. htm 10 Hong Kong Headline Daily ?? 49%??????? http//news. hkheadline. com/dailynews/content_hk/2011/01/14/136085. asp 11Hong Kong information Services Department News Release http//www. info. gov. hk/gia/general/201104/13/P201104130221. htm 12Hotpool poster of DHE SL http//www. hotpool. com. hk/msg. php? id=234 13 Nick burcher Latest Facebook usage figures http//www. nickburcher. com/2011/01/facebook-u sage-statistics-dec-31st-2010. tm l 14 SingTao ??????? 610???? http//hk. news. yahoo. com/article/110309/3/n4m8. html 15 Wenwei ??????????? http//info. wenweipo. com/index. php/? action-viewnews-itemid-43284 16Hong Kong China News Agency ??????????????? http//www. hkcna. hk/content/2011/0331/93831. shtml Group photos Ivan Alen Raine sound Ting Phoenix Jessica Michael Janet &8212&8212&8212&8212&8212&8212&8212&8212&8212&8212&8212&8212&8212&8212 1 . http//www. broadway. com. hk/shop (Shop location distribution) 2 . http//finance. ifeng. com/money/wealth/millionaire/20110401/3800251. shtml