footmaxWord文档格式.docx

footmaxWord文档格式.docx

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A.AboutUs

Establishedin1973,FootMaxisaHongKongbasedOEMsportshoecompany.Atthebeginning,weprovidedfurtherprocessingserviceofqualityshoesforvariousbrands.OurheadquarterislocatedinHongKongwhereasownfactoryislocatedinChina.

WithISO9002qualityassuranceandsolidexperience,westartedtocreateourownbrand“FootMax”in1996.Wehavesetupatotalof8FootMaxSpecialtyStores,5inHongKongand3inoverseasincluding:

Taiwan,KoreaandSingapore.WealsoconsignourqualityproductstocertainretailstoresforsalebothlocallyandinS.E.Asia.

B.OurGoal–MarketShare

In1996,ourmarketshareinthesportshoeindustrywasonly1%.However,withthegreateffortofourmanagementandthesupportofourcustomers,wehaveagreatexpansioninourbusiness.Wethereforeobtained%ofthemarketsharein2000.

For2001,ourgoalistoreach%ofthemarketshare.

Toachievethegoal,wewillpreparetolaunchaseriesofmarketingstrategiesonbothonlineandoffline.

C.OurMission

1.Toprovideanultimatefootwearforourcustomers

2.Toprovidequalityproducts

3.Toprovidequalityafter-salesservices

D.OurTargetMarket

Ourtargetmarketwillbeagroupofteenagersandyouthswithanagefrom16–25.

Thereasonsforustochoosethemasourtargetaudiencesare:

1.Theyhavehighpurchasingpower.

2.Theyarehighrateinonlinevisit.

3.Theyarecreative,fashionableandenergetic.

4.Theywanttobedifferentandunique.

5.Theyarewillingtotryandacceptnewthings.

E.OurMarketingPlan

OurmarketingplanwillbeimplementedinJuly2001withvariousonlineandofflinepromotionalprograms.

Forthefirstcoming3years,wewillmainlyfocusonourHongKongmarketfirstandseekforfurtherbusinessexpansionacrossS.E.Asiacountries.Withthissteppingstone,FootMaxcanthereforeexpandthebusinessallovertheworld.

F.Product

Howourproductsfulfilltheneedsofourtargetaudiences:

Inordertocaterfortheneedsofourtargetaudiences,ourproductsaredesignedtobestylishandsmart.TheimageofFootMaxiscreative,trendyandcheerful.Withyearsofexperience,weunderstandthedesiresofourcustomers.Theydonotonlywanttohaveapairofcomfortableanddurablefootwear,butalsoapairofshoesthatshowtheirowncharacters.

Onlineshowroomandworkshopwillprovideourcustomersaplacewheretheycancreatetheirownpairofshoeswiththeirownidentity.Thisperfectlysuitstheneedsofourtargetaudiences.Wearousetheattentionofteenagersandyouthaboutuniquenessbyprovidingthemtheopportunityinputtingeverybody’sowncreativityontheshoes.Ouronlineworkshopwillofferflexibilityforthosewhoalwayswantstobedifferent.

Whatwehaveinphysicalstoresandon-onlinewebsite:

Wehavekindsofreadymaderunningshoes,hikingshoes,walkingshoes,casualsandalsandmanyotherqualityfootwearinFootMaxSpecialtyStores,specificretailstoresandonlinecatalogue.

ForOfflineshopping:

Inourspecialtystores,experiencedstaffsarepleasedtoofferyouwithprofessionalsuggestionsandservices.Wehavewell-designedpatternsandstyleswhicharesuitableforourcustomerstomatchwithkindsofoutfit.

ForOnlineshopping:

Sinceourtargetmarketisagroupofpeoplewhoarefashionable,instyleandalwayssurfoninternet,FootMaxisnowabletoprovidethemwithallthesefulfillmentbygivingthemapairofuniquesportshoeswithourworkshop.Whattheyhavetodoisjustsimplysurfonourwebsite,clickonwhattheylike,thensitbackandwaitforourpromptdelivery.

Forthosewhowouldliketopurchaseourproductsonline,willguideourcustomersstepbystepwithourrepresentative–Mr.FootMax.Onourwebsite,differentproductsaregroupedundervariouscategories.Prices,materials,descriptions,choicesofdifferentsizes,colors,patterns,careinstructionsandetc.willbelistedclearlybelow.

Otherthanouruserfriendlyfunctionsandinformativematerials,whichmakesusstandoutfromothercompetitors?

Customizationwithpersonalidentityisouruniqueness.Customerswillonlyhavetoselecttherightcategoriesandpickthesportshoesthattheywantwiththerightgender,thenitistimeforthemtositbackanddesign.Itissomuchfunforthemtogetinvolvedinthedesigningprocess.

Stepsareeasytofollow:

Step1

SelecttheBackBasecolor

Step2

SelecttheFrontBasecolor

Step3

SelecttheMidsolecolor

Step4

SelecttheAccentcolor

Step5

SelectIDandIDverification

Providesourcustomerswitha10digitcharacterspersonalID

Step6

Inspection

Afterchoosingthefavoritecolorfortheshoes,ourcustomersareabletovieweverypartsoftheshoefromdifferentangleswithzoominandoutfunctions.

Step7

Choosethesize

Aftertheinspectionoftheshoe,customercanthereforechoosetheirsizeswiththeuseofourfootchart.Tomaketheshoefitourcustomers’foot,wewillneedthemtofillinthefootchartwithaccuratemeasurementandsubmit.Withdifferentformulas,wewillshowourcustomerstherecommendedsizethatfitsthemmost.

Howandwhywecareourcustomers:

Afterourcustomerslogineverytime,wecansavetheirsizeinformationandpreferenceintheironlineprofile.Wecanthereforeusethatinformationtorecommendthesizethatfitsthem.Wecareourcustomerssoitimportanttogivethemtailor-madeservicesastoestablishacloserrelationshipbetweenus.

G.Prices

Howweofferreasonablepriceswithhigh-qualityshoes:

Ourtargetaudienceisteenagersandyouthfrom16–25,agroupofpeoplewhohaveaveryhighpurchasingpower.Theyhavetheirownworldwithabundantofcreativeideasandwelcomenewthings.Theyarewillingtotryanythingspecialandmakethemselveslookdifferent.Ourpricesaredividedintoin2maingroups.

∙Ready-madesportshoedisplayedinFootMaxSpecialtyStores,retailstoresoronline.ItcostsaroundHK$180–250dependsonvariousstyles.

∙Foronlinecustomizedsportshoes,wehavebasicpackageandadd-onpackage.

1.BasicPackage:

Selectcolorsinthecolorplateweprovidedwith1identity.ItcostsaroundHK$300.

2.Add-onPackage:

Ontopofthebasicpackage,customershavemorespecialfeaturestochoosefromsuchasadd-onembroidery,badgesorlabels.ThepriceforthispackagecostsaroundHK$500.

Ifthepurchaseismadeonline,ourcustomerscaneitherspotalocation（Differentspecificlocationswillbelistedonthewebsitetoourcustomerforreference）andpickuptheirshoesinperson.Inthiscase,nohandlingfeeswillbecharged.

However,ifthecustomersarenotabletopickuptheirshoesinperson,wewilldelivertheshoestowherevertheywantbyUPSWorldwideExpressSM.HK$300handlingfeewillbechargedtooverseascustomersontopofthepricevalueontothecreditcard.Forlocalcustomers$150handlingfeewillbecharged.

H.Place

Whywehavedifferentlocations:

Otherthanourcheerfulandhelpfulstaffsinstoreindifferentphysicallocations,Ourcustomersnowadayscansurfonourwebsite,toenjoytheflexibilityandconvenienceinshoppingtheirfootwear.OurtargetcustomerisagroupofpeoplewithhighaccessibilitytoInternetsotheyareabletoshopwheneverandwherevertheywant.

Wewouldliketoincreasetheawarenessofourproductsacrosscountriesbytheoverseaslocations,andatthesametimetoseeifwehavethesametargetaudienceasinHongKong.WewouldalsousetheSEAsiamarketasasteppingstonetoourinternationalmarket.Bycollectingthesalesstatisticsandresearchdata,wecanthereforeanalyzethemarketpenetrationofourproductsandthepurchasingpowerofthosecustomersinothercountries.

Aswehavementionedbefore,ourshoescanbefoundinbothlocalandoverseasFootMaxSpecialtyStoresandretailstores.

CustomerscaneitherpurchaseourshoesinourFootMaxSpecialtyStoresandotherretailstoresorthroughouronlinewebsite.

∙InPerson:

Customerscanvisitourstoresinpersonandtryonoursportshoes.

∙OnlineShopping:

Customerscanalsoorderourshoesthroughourwebsite.Theycaneitherpickuptheshoesinpersonorpayforthehandlingfeesandletusdelivertheshoestotheirdoor.

Howonlineshoppingbenefitsourtargetcustomers:

SinceourtargetcustomersarehighlyaccessibletoInternet,theywillenjoytheflexibilityandthereisnomoretimeorgeographiclimitations.Itisconvenientsincecustomersdonothavetobephysicallyinstoresbuttheycanstillpurchaseourlatestarrivalsthroughourwebsiteandenjoypromptdelivery.

I.Promotion

Themainpurposeofourmarketingplanistoachievethefollowinggoals:

●CustomerAcquisition:

Toacquireourcustomersinthemostefficientway.

●CustomerRetention:

Tokeepourcustomersforaslongaspossible.

●CustomerExtension:

Toincreasetheloyaltyandtheprofitabilityofourcustomers.

Inordertoachievetheabovegoals,wehavethreemarketingstrategies:

OnlinePromotion

1.CommunityBuilding

Itisatwo-waycommunication,whichgivespeopleameansofinteractionandconnection,providesadditionalinformation,toremindmembersofupcomingevents,soastopromoteasenseofgroupidentificationtocustomers.

Howtobuild-upourcommunity:

a.ByMembershipRegistration

Throughthesignup,customerscanbebenefitedasfollows:

•AccesstoFootMaxProductExclusives&

Promotions.Theycanbethefirsttoknowaboutupcomingproducts,specialeventsofFootMax.

•QuickandEasyOrderPlacement.Theycanenjoyaconvenientonlin