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三黃: 生活風格業務的多元化小眾行銷學    
 
Product Ref: 03/169C Company: Fenix Group Holdings Limited

Product Type: Case Industry: Consumer Goods
Retail & Wholesale

Related Product(s): Teaching Note
Authors: Bennett Yim   Monica Wong
三黃集團的業務由一般採購跨越至義大利時裝。其多元化的業務基於管理層的小眾行銷策略。此案例將帶領讀者走進案中兩名企業家的經歷﹐包括他們在30年間由一間小型成衣貿易公司擴展為一個每年盈利為2.3億美元的製造和零售跨國網絡。三黃集團如何識別和打入不同的市場的區隔?它憑什麼得以在小眾行銷上取得成功?案中的「學到的經驗」部份包括了對三黃集團的策略分析以及對其多元小眾行銷的主要成功因素作出討論。
Functional Area : Marketing
Strategy & General Management

Issues: Niche Marketing, Business Diversification
Length: 8 pages Country: Hong Kong SAR

Pub. Year: 2003 Level of Difficulty: 1
         
This product type is available in the following language(s):      English   Simplified Chinese
         
Related Information: www.anteprima.com, www.citysuper.com.hk, Kotler, P., Marketing Management., Pindyck R. S., & Rubinfeld D.L., Microeconomics.
 
This is a part of The Trade & Industry Department SME Case Series
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