GUANG ZHOU
FRIENDSHIP STORE
-- How to Strengthen and Expand Customer Base
ABSTRACT
Guangzhou Friendship Store is a well-established top-class department store in Southeast China. It used to be the only exquisite shopping venue in Guangzhou. However, with the opening up of China’s retails, Friendship faces a fierce competition and a great challenge from the newly-built malls. Whether Friendship is able to strengthen and expand its customer base is a critical issue for its future. This report will investigate and analyze the current situation and problem and try to raise several feasible pieces of suggestion to improve the current situation.
?TABLE OF CONTENTS?
I. INTRODUCTION
1.1 Problem
1.2 Company History & Background
1.3 Company Mission & Current Strategy
II. INVESTIGATION & ANALYSIS
2.1 Current Situation
2.1.1 Industry Situation
2.1.2 Competition
2.1.3 Consumer Identification
2.2 Performance Review
2.2.1 Resources
2.2.2 Actions
2.3 Problem Identification
III. RECOMMENDATIONS
IV. REFERENCES
I. INTRODUCTION
1.1 Problem
Established in 1959, Friendship is one of the biggest department stores in Guangzhou. During the recent five years, Friendship has grown in terms of merchandise turnover. In 2007, it has realized a net profit of 255 million Yuan. Positioning itself as the first-class department store, it offers 60 international top brands, including Cartier, Burberry and Piget.
However, behind their eye-catching achievements, there is an underlying problem. Customer visits to Friendship are mainly because of the luxury product brands offered and not based on the store as a brand. As the luxury product brands move into other shop ...