Bigstore企业在领域内调查分析报告作业

1. Executive Summary执行摘要
本报告的营销策略是对市场进行了简短的调查。分析当前的市场营销组合4P模型部署。采用五力模型来评估公司的竞争地位，并检可以为市场的发展提供建议以应对激烈的竞争和销售保持快速增长。
This report conducts a brief investigation on the marketing strategy. 4P model is deployed to analysis the current marketing mix. The Five Forces model is employed to evaluate the company’s competitive position and detects an increasingly furious competition in this market segment. Some recommendations are given in order to cope with intense competitiveness and maintain the rapid growth in sales.
Bigstore是在行业的最响亮的名字之一，它成立于1963年。
Bigstore is one of the most famous names in the industry and has grown steadily since it was established in 1963.
因此可以在所在领域之中享受合理的市场份额，但是在市场内并没有有名的人物。
Consequently, it enjoys reasonable market shares in all segments but there is no market sector where it is the number one player.
2. Business mission企业使命
在Bigstore的“最佳选择”的旗帜下，在各个细分市场竞争以及特定的阶段内，在所有领域享有合理的市场份额的市场部门之中预计在未来将享有领先地位。
Bigstore competes in all market segments under the “best choice” banner and is not focused on any particular segments. Now it enjoys reasonable market shares in all segments but it will enjoy a leading position in some market sector in the future.
3. External Marketing Audit外部营销审计
Macro environment宏观环境
The PESTLE analysis details the main macro-environmental trends affecting the retailing industry. Of these, the economic crisis is the most pressing current issue but in the longer term, price and products advancements remain central to the industry’s progression. More international cultural exchange will accelerate the development of the retailing market.
The Market Competition( 4M’s: Marketing, Money, Men, Meachine/ Enviorment)
As the retailing industry is growing rapidly, although the competition has been intense, there are still a number of potential entrants because of low barriers to entry this industry (Jobber, D. , 2007).
The Big Five Supermarkets, which is  dominate the UK market and together make up half of the total market. The decisions of these key players have a large impact on the UK shopping experience.
Like all the players, their overall Return on Sales (ROS) is running at about 16%. However, they are making 17% on Fresh Food and Frozen Food and 15% on Kitchen Cupboard and Drinks.
4. Internal Marketing Audit

5. SWOT Analysis
Strength
Very high brand recognition and reputationfocus on research and developmentoutstanding marketing features
High product gross margins#p#分页标题#e#
Weakness
Bigstore's market share is still low;Project management and production efficiency is not high;Supply chain management is not perfect;Do not attach importance to systematic management system;
Opportunity
Consumer retailing market is huge
Threat
Economic crisis (recession)
Intense competition
Pressure over environmental issues
6. Marketing Objectives
Strategic Thrust
Strategic Objectives
7. Core Strategy
7.1 Target Market(s)
Baby and Toddler
Child
Adult
Pensioner
7.2 Competitor Targets
Green world
During Period 3 Green world have decided to invest into:
Kitchen and Cupboard (Child)
Kitchen and Cupboard (Baby and Toddler)
Green World is trying to focus most of their investments into:
The Fresh Food Section (All Sectors)
Markets Left:
Frozen Food (Baby and Toddler, Child, Adult, Pensioner)
　　Kitchen Cupboard (Adult)
　　Drinks( Baby and Toddler, Child,)
Value Shop
　　Value Shop has decided to invest:
　　Frozen Section (Main Investment)
　　Drinks Section (Child and Pensioner)
　　Kitchen Cupboard (Adult and Pensioner)
　　Little Presence in Fresh Food except (Pensioner)
　　Taken out investments in:
　　Fresh Food (Adult)
　　Kitchen and Cupboard (Baby and Toddler)
　　Drinks (Baby and Toddler)
　　
Focus
　　Focus is mainly invested on:
　　The Baby and Toddler and Child section
　　Adult Fresh Food
　　Markets Left:
　　Fresh Food (Pensioner)
　　Frozen Food (Pensioner)
　　Kitchen and Cupboard (Pensioner)
　　Drinks (Pensioner)
　　
Drink IT
　　Takes away from Adult Fresh Food and Adult Frozen Food
　　Still keeping presence in Pensioner (Frozen Food)
　　Takes away from Kitchen and Cupboard (Child)
　　Dominating the:
　　Drink Market
　　Creating Presence:
　　Kitchen and Cupboard (, Adult, Pensioner)
　　Frozen Food (Child, Pensioner)
　　Market Left:
　　Fresh Food (Baby and Toddler, Child, Adult, Pensioner)
　　Frozen Food (Baby and Toddler, Adult)
　　Kitchen and Cupboard (Baby and Toddler)
7.3 Competitive Advantage
8. Marketing Mix Decisions
A new internet service which is targeted at the Adult market sector will be introduced in the market and it is likely to have very modest potential initially.
Bigstore should keep a very high brand recognition and reputation and focus on development to keep the strong ability in innovating and maintain a leading potential.
While Bigstore's market share is still low, they need to enhance the efficiency of project management and production as well as the supply chain management.
Bigstore's strategy towards suppliers could be developing the second-tier manufacturers with large orders to obtain the price control and using second-tier vendors to contain first-tier suppliers to obtain preferential prices and early delivery. 
Retail mix elements
9. Budget
10. Organization and Implementation
11. Control
References http://ukthesis.org/scxzy
Jobber, D. (2007), Principles and Practice of Marketing, 5th ed. Maidenhead, McGraw Hill