Marketing wine in Hong Kong: a case study of Remy China & HK Ltd.

by Kong Kan, Karen.Thesis (M.B.A.)--Chinese University of Hong Kong, 1996.Includes bibliographical references (leaves 81-82).EXECUTIVE SUMMARY --- p.iTABLE OF CONTENTS --- p.iiiLIST OF TABLES --- p.vACKNOWLEDGMENT --- p.viCHAPTERChapter I. --- INTRODUCTION --- p.1"Marketing Difficulties Start with Chinese Misunderstanding of the Word ""Wine´ح"Scope of Study --- p.3Decision Problem --- p.3Research Objectives --- p.3Methodology --- p.5Research Design --- p.5Data Collection Method --- p.7Limitations --- p.10Chapter II. --- EVALUATING THE MARKET OPPORTUNITY --- p.13Environmental Analysis --- p.13Macroenvironment --- p.13Microenvironment --- p.15Company Profile --- p.17Competition Profile --- p.19Market Share Competition --- p.19Fine Wine Segment competition --- p.20Regular Wine Segment competition --- p.21Consumer Profile --- p.22On-premise Sales --- p.22Off-premise Sales --- p.22Market Potential of Remy Wine Division --- p.22Summary of Chapter II --- p.26Chapter III. --- THE TARGET MARKET --- p.27"Alternative 1: General public as target market, including supermarkets as outlets" --- p.28"Alternative 2: General public as target market, maintaining the 4existing retail outlets" --- p.29Alternative 3: Middle to high income group as target market maintaining the 4 existing retail outlets --- p.29"Alternative 4: Middle to high income group as target market, including supermarkets as outlets" --- p.30Best Alternative Justification --- p.30Target Market Description --- p.32Chapter IV. --- STRATEGY FORMULATION --- p.34Marketing Strategies for Young Adults --- p.34Product and Price Strategy --- p.34Distribution Strategy --- p.38Promotional Strategy --- p.39Marketing Strategies for Mature Adults --- p.42Product and Price Strategy --- p.42Distribution Strategy --- p.44Promotional Strategy --- p.45Marketing Strategies for Mature Market --- p.48Product and Price Strategy --- p.49Distribution Strategy --- p.49Promotional Strategy --- p.49Chapter V. --- TIMING AND BUDGETING --- p.51Chapter VI. --- CONCLUSIONS --- p.55EXHIBITS --- p.57BIBLIOGRAPHY --- p.7