Market Analysis of Fortress

Table of limit 1) Executive succinct4 2) guild Background4 2. 1) Company Prospect4 2. 2) mart Leading History5 3) Competitors outline6 3. 1) patience Perspective6 3. 2) mart Leader Broadway (in 4P points of view)6 3. 3) commercialise Ch tout ensembleenger Gome (in 4P points of view)6 3. 4) Company Review6 4) External Environment comp demolitionium7 4. 1) geographic view7 4. 2) Demographical7 4. 3) chap Analysis7 a. Political7 b. Economic Environment8 c. companionable Environment8 d. proficient Environment9 5) Consumer Review9 Dissonance- reducing buy behavior10 6) SWOT Analysis10 a. Strengths10 b. Weaknesses11 c. Opportunities12 . Threats13 7) closing curtain and Recommendations13 7. 1) channelize Market and Positioning Strategies13 7. 2) Marketing mix programs14 a)Product14 b) personify14 c) smudge15 d)Promotions15 1) Executive Summary This selling report is aimed to analyze the electrical appliance seller, fort, and provide(provides) several recommendations to im prove its securities industry positioning that offer strain its intents and impersonals. After investigating the electric cur learn situation and external environment, it is suggested to launch a naked as a jaybird advancement driving that al minors garrison to gain much upkeep from consumers and succeed in the industry.It is ensn ar that the prune of corporate purchasing is signifi hobot on the meshwork. Also, the f ar of spousal change magnitude with the economy rebounded. In the Social Aw beness on the environmental friendly penetrate to the public. Therefore, the progressional material campaign is functioned from these findings so as to enhance its competitiveness in the merchandise. And, an contrasting(prenominal) detailed findings leave behind be explicated in later parts. This advancement campaign is to offer a constellate of harvest-feasts labeled with spirited energy-saving efficiency for the young couples devisened to be married.And, the tr ade calendar as to the implementation of this forwarding campaign quiver out be explicitly sh consume to execute the proposed grocerying mix program. 2) Company Background shield was accomplished for thirty six years in Hong Kong, founded in 1975 and acquired by Hutchison Whampoa Limited (HWL) in 1986. It has expanded its origin up to close to 67 outlets hiring more than(prenominal) than than iodin thousand staff in Hong Kong. As for prototypal mover advantages, guard is the first Hong Kong retailer to offer one-stop give away stratagem and a multi-zone in-store retail concept in this industry.All these tot up to its current market offering, but not market myopia, which allows(allow? ) nodes to adore excellent clip-saving shop so as to fulfill their necessitates and wants. In ensn atomic rate 18 to publicize its new immaterial living concept, fort publishes online magazine, Wave, and a numerate of informal seminars on dis identical avocations including hi gh-definition harvest-festivals, computers, digital cameras, plateful audio and video studio apartment argon held to educate consumers most(prenominal) the technology development and new harvest-feasts reaching in Fortress. . 1) Company Prospect Inspiring Smart Living It was introduced in 2004. Of this core aspiration of Fortress, professional go and advices provided by Fortress exit be offered to guest in order to inculcate them to start smart living. Smart living means living with the support of the ripe(p) technology. This in general aims at inducing consumers to alter their life style to the move on life style by leveraging ripe digital devices and main office appliances. customer-Oriented runs and Products ProvidedTo ac come with with its prospect, Fortress allocates much resources in providing excellent customer services and introducing a variety of crops. Thus, galore(postnominal) external organizations recognized its prominent services. a. Customer-Ori ented Services The frontline staff get out base on the different customers p ob attend toences to provide personalized recommendations on the particular mathematical products or other insurance products in After-Sale service. Some of customer services film been first introduced in the consumer electronics retail market, which Fortress gained several first-mover advantages.For instance, Fortress was the first one to launch the 24-Month Interest Free Installment Program, Purchase-to-play Service a stick out THE DIFFERENCE constitution that guarantees shoppers the lowest scathes on all product every day, Ideal Gift List Service and an Emergency Replacement Service that guarantees ultimate satisfaction through with(predicate) the plump for year of product life. To catch the high standard quality of the customer service, Fortress Academy was established to cultivate the continuous learning culture and to provide comprehensive breeding program to staff, ranging from frontline to management. . Products Offer Fortress has more than 50 suppliers that supply a wide footslog of electronic appliance and digital products to sell in retail stores. From the supplier list of Fortress, the product differentiation is typically high. It tooshies on undifferentiated market to satisfy different customers needs and wants. Besides, it wishwise manufactures its own products named as Fortress tarnish to target the consumers with high-price sensitive. 2. 2) Market Leading HistoryTo achieve the large scale of the market shares, many innovative pioneering policies has(have) been created by Fortress, and close to of these policies were later also choose by other competitors. 3) Competitors Analysis 3. 1) Industry Perspective Being a robust market leader in the electronic retailing market, Fortress develops a wide instigant lucre in the topical anaesthetic market. Comparing with Fortress, Broadway is the closest market leader in the industry with narrower customer cov erage . However, Broadway and Gome are good at different fields. In fact, they have quite different marketing strategies.Fortress aims at development a wide scattering network and convenient locations for customers in order to create high accessibility to the target market. 3. 2) Market Leader Broadway (in 4P points of view) For Broadway, the marketing strategy is more trendy and fashionable. Like the topic of current TV commercials, Rock-Happy-Life, it aims to promote happiness in life with stone style, as rock style is considered as youngster music, so Broadway has given an impression to customers that it is a trendy and young brand, and aims at improving customers lifestyle by providing more digital devices.As the closest competitor for Fortress in the industry, it does not exactly pioneered in using celebrity as spokesman and virtually policies, but also follows most the pioneering policies made by Fortress, such as the free interest installment payment pioneered by Fortre ss. However, Fortress has also adapted some of the policies firstly made by Broadway, for example providing gift to customers. It offers products with similar brands and prices as Fortress does. 3. 3) Market Challenger Gome (in 4P points of view)Gome is the largest electronic appliance retailer in china. More than 740 outlets are widely-spread in China, including Hong Kong outlets. Gome has seen the potential business opportunity of electronic appliance with Chinese brands in Hong Kong, so Gome invaded in this industry with Market Challenger strategy to offer various the products with Chinese Brand at lower prices, which stop attack Fortresss weaknesses on this cast of products and avoid the leader and challenge in this market. It espouse similar promotion strategy as Fortress. 3. 4) Company ReviewStrength Fortress has won many awards, like Metropolis workaday Print Ad deliver 2004, My Best HK Brands 2005, the HKMA and TVB Award for Marketing Excellence, top 10 favorable bran ds in HK by Guangzhou Daily, and so forth The market share is large hence Fortress is defined as Market Leader. Meanwhile, Broadway also promotes the similar brand campaign. Hence, it is defined as Market Leader. Weakness Fortress does not have much Chinese brand products. Gome provides similar home appliance products as Fortress does, but the brands are in the main China local top brands.Under this review, Gome attempts to attack this Fortresss weakness, so Gome is defined as Market Challenger. 4) External Environment Analysis 4. 1) Geographical view Hong Kong is the city with large population and high tightness and its traffic systems also are complete and convenient. When customers want to do obtain here, they can travel to the nearest shop in short time. No matter where the shop it locates, it assuage have lots of potential customers approximately the shop place. It means that retailer shops whitethorn not need to well-defined plenty of stores within the akin areas, whic h can minimize the overall run costs.Also, the geographical advantage of the location between Hong Kong and other cities in Mainland China is certainly vital to any business, in terms of logistics and tourism. 4. 2) Demographical view fit in to Hong Kong Commercial Daily, Hong Kongs population consists of approximately 50% of middle ground take aim family. This gathering generally is well-educated, willing to consume and has high leverage cause. In the society, they play a significant role as they have an bulky contribution on consumption. Furthermore, according to census and Statistics Department, in that location are virtually 30% of citizenry antiquated between 15 and 34.Also, from the latest population census conducted by census and Statistics Department shown, the number of resident at mid-class increased up to 45 % of the overall working population ( refer to appendix 1). The mid-class is defined as the resident who earn in the range of $10,000 up to $40,000 in the ir monthly income in the working population. Of these residents at mid-class level, they more often than not completed the secondary school certificates and more (than) a half of them completed post-secondary education.It is expected this group of quite a little will continuous to grow for a decade, which is a business opportunity for the companies selling normal goods. In modern year, the number of marriages increased from 43 thousand people in 2005 to 52. 8 thousand people in 2010. The overall trend of the marriages was increase(d) when the economy was better. Also, the number of households was increased by 21 thousands. These two statistics shows the(that) on that point was an increasing trend of a new marriages forming a new love nest. 4. 3) PEST Analysis a. PoliticalAfter financial budget 2011-2011 released, John Tsang, financial secretary, announced that the establishment will emit $6,000 cash to Hong Kong permanent residents aged 18 or above. The overall total cash amo unt of this policy is estimated to be slightly 37 billion. Minimum Wage policy is going to implement on the 1st May, 2011. This policy is purposed to learn $28 per hour for all regular and part time workers in Hong Kong. Companies anticipate that this whitethorn increase the beat back cost for the companies which employ low-skilled workers. b. Economic Environment In 2011, Hong Kong economy is believed to be better than last year.John Tsang, Financial secretary, estimates that the economy will grow most 4% in 2011. With the low unemployment rate and the increased mid-point salary, the purchasing mightiness of consumers will be stronger than ever. The Centa-City Index shows the housing price increased to 87. 52 of 100, compared with that of 2008, which was 55. 46. It reveals the housing price is estimated to approach the highest housing price in1997. From the report on rent index in Housing conducted by Rating and military rating Department, there was also an increasing trend i n the housing rent, which increased to around 130, compared with 100 of the index in 1999.It shows the rent was increasing during the away years. Meanwhile, The United States Federal Reserve Board implemented a second round of quantitative easing (QE2) with 600 billion US dollars. It is expected that QE2 will depreciate value of US dollars. Finally, Hong Kong currency will be depreciated collectible to the linked exchange rate system. Also, Renminbi (RMB) continues to appreciate year by year. If the tourists from other countries, specially mainland china, purchase goods in HK, they will enjoy the currency depreciation.Thus shopping in HK is so attractive to them but, for local resident, the inflation rate is evaluate to become serious in the near future. However, in March 2011, a serious earthquake in japan has destroyed lots of factories. Japan will overhaul a long time to recovery all. Yet, most of electronic components are made by Japan corporations. It is expected that thes e components whitethorn be shortage in the future, so the final goods of these components, such as digital cameras and notebook, are also expected to be out of stock.The new-fangled investigation of overall economic situation in Hong Kong, which was conducted by Census and Statistics Department, GDP per capita was 25430 U. S dollar and the number of visitor was 36 millions, around 50% of that was Mainland visitors. It is expected that the Hong Kong economy will grow steadily. Moreover, on tertiary May 2011, Census and Statistics Department announced the over-night visitors spent around $6700 HKD on number, whilst non-over-night visitors spend about $1800 HKD on average. around of the retailers believe that the number of visitors will still increase continuously, and their consumption will definitely positively affect to their profits. c. Social Environment The Collective Purchase concept has been recently developed on the internet, which a large group of people who have a said(p renominal) interest on the particularised product creates a stronger buyer power to the seller so as to force the seller to offer a discount by get a large amount of the same item. However, this kind of strategy may encourage the consumers to wait until the success of the group formation.According to the report of WenWeiPo daily on 13rd Mar 2011, 82 billion U. S. dollars expense of retail business is achieved through online transaction, which was about 1/10 of the retail industrys trade. With the establishment of Taobao. com, the online shopping model of B2B, B2C and C2C has been developed well. The fundamental interaction of the business activities between Mainland Cities and Hong Kong is stronger than ever. More Hong Kong consumers are willing to order the goods on Taobao. com, because the products often are at lower prices than the retailer outlets in Hong Kong.And, more Mainland onliners are willing to spend money on Taobao. com to purchase the goods of Hong Kong local bran ds. This can be seen that the online business does not just still serve the local consumers only, but also the national consumers. The investigation of the number of hours using up on the internet conducted by Synovate, a marketing research company, shows the average minutes spending on the internet rose from 136 minutes to cxlv minutes, during past 4 years. On the contrary, the average time spending on TV was less than that on the internet.Therefore, people tend to spend more time on the internet. People start to cultivate a greenish environment. Many of them attempt to choose the electronic appliance with low electricity routine to save the environment. Being environmental-friendly, more companies start to implement environmentally sustainable strategies and practices, such as recyclable packaging, better pollution controls, more energy-efficient operations and so on. This can help companies to improve its(their) image and reputation. d. Technological EnvironmentOnline Shopp ing has become popular to the society, especially the advanced technology of lively phone and the mobility internet services are widely employ in Hong Kong. Hence, many companies have started to setup a website to operate their business on the internet at the same time. The product life of a digital product is expected to be shorter callable to the fast development of a new product model and technology . quickly replaced in a short period. The main reason is that the company frequently promotes the new product in order to compete with other rivals.For instance, IPad1 has already been implemented in last year, but now IPad2 is introduced in this year. It is estimated that the competitiveness in digital products will be more and more intensive in the approach path future. 5) Consumer Review Consumer involvement of buy home appliances is mainly determined by, a) forward experience, b) interest and c) perceived risk of negative consequences a. Previous experience As the functions of home appliance are developed to be more advanced time by time, consumers may not be always acquainted(predicate) with the new latest functions when a brand-new product is launched to the market.Hence, it requires consumers to spend time on searching its information internally and externally on the brands differences of the home appliance products to deliberate its unfamiliar functions in a familiar product house. b. Interest Consumers interests can be derived from the Maslows pecking order of needs. Home appliances aim at assisting the consumers daily life. This can be referred to the physiological needs, safety needs and cordial needs. Of physiological needs, rice cookers and microwaves are typical example(s) of consumers need recognition.Other electronic appliances, such as discourse devices, can be fulfilled their social needs that interact with others. Safety cite of home appliances is always an importance factor to influence their buying decision, especially for the co nsumers who are married couples with children at the Family life-cycle stage. c. Potential risk of negative consequences Price is the key factor for the perceived risk of negative consequences, situation and social visibility, and they are directly related to the price as the price of the product increases, so does the level of involvement.Some of the large home appliance, such as icebox and television, are set to be at higher prices therefore the gross profit margin of the risk of negative consequences will be lower. With home appliances at higher prices, consumer often requires longer length of time to make a decision. Thus, the level of consumer involvement can be concluded as comparatively high. Dissonance-reducing buying behavior The price of electronic appliance is ranging from few hundred up to several thousands, and consumers purchase them infrequently.Moreover, the products among electronic appliance retailer industry are perceived with few brands differences with the maj or competitors. For instance, Fortress and other competitors provide the similar electronic appliances and brands. The products and services provided by Fortress and Boardway are similar, so there is few brand difference. Because of this, the consumers behave as Dissonance-reducing buying behavior and mainly response to the after-sale services, discount and promotion campaigns to make their purchasing decision. 6) SWOT Analysis . Strengths Selectively distributed retail stores in Hong Kong From the geographical view, the population density is relatively high in Hong Kong therefore the number of outlets may not need to be widely distributed. Fortress is one of the leading retailers of electronic appliances in Hong Kong with over 67 outlets, which the accessibility for consumers is high. Thus, the channel power is created towards the suppliers, which can enjoy the competitive advantage of this channel partnering, and the setup and operation cost are optimized expeditiously.As a result , consumers can enjoy the optimal price. Reliable Services combine due to Excellent Comprehensive Training For retail market, service is compound and vital to the retail market. Fortress emphasizes on the personal selling, so it set up a Fortress Academy to provide a stark(a) and extensive staff training program for frontline salespersons on frontline consumer service, proficient knowledge and management skill. By joining this program, staffs can be inculcated with effective customer service, in-depth products knowledge and appropriate management skills.Accordingly, experienced and impetuous staff serves the customers confidently and convince the customers properly, and so they are the most expensive asset to Fortress. Additionally, Fortress developed smart living, therefore the products divulgeed in outlets are mostly like to be more advanced technology. Referring to the product life cycle, the new launched products should be displayed with an informative promotion strategy, so Fortress staff is(are) always well-prepared from their trainings. Fortress is a customer-orientated company. It provides differentiated after-sales services to customers.They accommodate 24-month interest free installment to release consumers burden Purchase-to-Play service to plan and install AV products for consumers 10-days Money Back Guarantee to strengthen consumers self-reliance towards its products. Furthermore, Fortress provides mobile phone insurance to consumers, which can chew up consumers confidence in purchasing mobile phone in Fortress. Meanwhile, consumers can get the refund or exchange if they were unsatisfied with the products. The outstanding services are highly recognized and awarded, as in Best Customer Services Award and Hong Kong Merchant of Integrity, by media and other xternal associations, which consumers should still with its services and integrity. Sole Agency Advantages Fortress has a number of scoop agents to engage in a line of business without competition. For instance, Fortress gained the liquid ecstasy advantage from Stiebel Eltron, which mainly produces water heaters (See Reference), and launched the promotion campaign of limited measuring stick with it. During the past years, Fortress carried out this strategic alliance along with a number of brands, as in HPC and Hissense, to enlarge its market shares and the product category is enhanced more than the other competitors one .Since some consumers may have loyalty to some specific brands, Fortress will be the only distribution channel for them to purchase. This certainly brings a stronger bargaining position in Fortress. b. Weaknesses Difficult to differentiate from competitors Variety of products, quality of products and sales service, proficiency of products knowledge, and distribution of stores of Fortress are similar to its competitors, as in Boardway. It is easy for consumers to prove for complements from competitors due to the low switching cost.Moreover, cons umers (have difficulty in) are difficult to furcate between Fortress and its competitors, since Fortress focus on targeting the plenty market and all previous unique marketing strategy were quickly adopted by other market followers. Consequently, consumers may switch to other retailers ground on souvenir, ad-hoc promotion or discounted price but it is not hardly because of the brand of Fortress. Multifarious Products Offers Qualified products with low selling price are inclined to be more popular when the economy is downturn.Since the manufacturing cost and the manner of speaking fee of products made in China are lower, the listed prices of Chinas brand products are lower. For these reasons, Fortress may lose some price sensitive consumers due to narrow range of products from Chinas brand. ane of its competitors, Gome Electrical Appliances, is offering qualified Chinas brand products with low price. Frontline salespeople are educated with basic and general products knowledge, which is not specific enough. Most buyers, especially the beginners and learners, can be satisfied with the sales service.Nonetheless, some professionals may be discouraged by salespeoples limited products knowledge. Also, the professional specific components of a product, such as camera lens, are uncommon to display in Fortress. Consequently, Fortress may potentially lose these digital professionals, who may consume frequently. High Inventory Cost of Bulk Unsold Items For the unsold Electronic Appliance, they occupy large storage space, so it leads to higher schedule costs to store them. Compared with other electronic appliance companies, Fortress targets mass market, so various electronic appliances at bulk size will be offered.However, when these items are unsold, Fortress suffers a significant inventory cost and cannot utilize the cash flow appropriately. Hard to Hold Customer committal Compared with the direct closest competitor- Broadway, Fortress has not launched the member ship programme to urinate up the long term kin and loyalty with customer in retail outlets, although there is a membership programme for the customer to do online shopping. From this, the customer loyalty may not be solidified powerfully due to the weaker Customer Relationship Management.Even though Fortress co-operates MoneyBack ( ) to promote different kinds of special offers to the MoneyBack owners, this promotion channel of non-personal communication is simply not wide-spread to the target customer causing the promotion strategy and AIDA model may not be effective as expected. c. Opportunities Extra HKD$6,000 allowance Hong Kong government proposed to distribute 6,000 for each citizen who is aged 18 or above. It can absolutely pretend citizens, especially youngsters, to consume more.From Hong Kong China news program Agency survey shown, about 40% of respondents aged between 18 and 30 who prefer to spend this money on their favor digital products including iPhone and cameras, therefore it is definitely a significant potential opportunity to retailer companies. Trend of collective buying Youngsters in Mainland China, Taiwan and Hong Kong prefer collective buying through the internet rather than purchasing in retail shops. According to the Phoenix intelligence operation, there is a large potential booming trend of collective buying.They can purchase products in a special discount throughout the collective buying. Fortress can take the advantage of the trend to expand the market share in Hong Kong and to promote its products simultaneously. By using the developed and impeccable online sales platform, Fortress can implement the idea of collective buying inexpensively. Green concept In recent years, publics push on environmental issue has been aroused. Companies like CLP Power Hong Kong Limited and EPS Company have adopted policies to promote their company products and services.For instance, CLP has launched several programs like mature Appliances Recycl ing Program and Energy Saving Proposal provided from their professionals besides, EPS has launched the EPS iDo to promote the part to plant trees in Hong Kong urban districts, ever since the program was launched they have already planted more than 2600 trees. By employing green concept, companies can develop a positive image towards public and create a sustainable company income in the future. d. Threats Loss of Japanese suppliers Owing to the disastrous earthquake in Japan, most of the electronic suppliers were suspended.The cost of related complements may increase due to the high demand. In the meantime, the cost of products may be raised and, consequently, Fortress may earn less. Vertical Channel Conflict Online business has been adopted by companies including the direct suppliers. Online retail business can easily be substituted by these mature shopping platforms. Thus, most competitors attempt to prevent from this online business to avoid vertical channel conflict. It is becau se suppliers may directly distribute their product though the internet channel.All these may affect the online business of Fortress. 7) Conclusion and Recommendations 7. 1) Target Market and Positioning Strategies The purposed promotion campaign aims at targeting those who planned to get married and are going to purchase or renovate their houses aged between 27 and 37 in the coming 6 months. The reasons why this segment is chosen are because the targeted customers are most likely to purchase numerous new home appliances therefore they have the highest possibility to contribute revenues to Fortress.This target segment is derived from the above analysis with supporting figures and facts, thus it is measurable, convenient and actionable. Unmarried couples can enjoy discounted prices through this promotion campaign. This campaign consists of carry set strategy and niche marketing strategy. To further illustrate, the idea is that the target customers will be acknowledged this package through different promotion channels to motive the collective buying behavior on Fortress online shopping website. This package consists of three product categories.It allows customers to choose one product in each category of A, B and C on a first-come-first-serve basis with limited time and quantity. Goal & Marketing objective This package is purposed to optimize the inventory spaces and the warehouse management efficiency. It generally is for consumers to select the three most favorite products from the product list of wash drawing machine, icebox and TV respectively. The product list is suggested to contain clearance items with energy-saving label, since the Green environmental friendly starts to penetrate to the public.This package is suggested to offer special discounts to fiance couples, so as to build up a long term relationship with them. By launching this, it is expected to increase the market share by 6% and significantly increases the revenue by 8% in a short time. 7 . 2) Marketing mix programs a) Product This promotion mainly emphasizes on cleansing the warehouse, which is one of the weaknesses of Fortress, so the product list should contain high and low brands of home appliances with bulky size, such as air conditioner and washing machine, in each category of the product list promoted.The quantity in each category should be sold based on the number of products left in the warehouse. The selected products in each category will be reserved by customers on first-come-first-serve basis. b) Price The computer software pricing strategy & Promotional Pricing The promotional pricing strategy is utilize to the package, this temporarily promotion to offer discounts from normal prices for increasing sales and reducing inventories. The bundle pricing strategy is implemented in this campaign promotion to offer discounted price by purchasing a bundle of home appliances promoted package.Based on political analysis, a couple will receive HKD$12,000 from HK SAR government. This policy can induce unmarried couple to consume in this campaign. The bundle price of television, washing machine and refrigerator (A+B+C) is set to be HK$13,140, which means love forever in Cantonese implication. c) Place As for Market factors, the fiance couples would likely own or rent a new house for their new life, so Fortress may promote its campaign through the channels of wedding services as follows. Physical distributionStrategic Channel AlliancesFortress can use the alert channels to promote this campaign. For instance, Fortress may co-operate with wedding consulting companies, solicitors, interior design companies and property agent to deliver this message, since the target customers may go through these two channels to organize their wedding. All these purposed channels needed to reach an agreement Moreover, according to the investigation of the time spending on the Internet, people spent their time on the Internet more than that of TV.Thus, Fortress may consider the Internet advertisements to draw the target customer attentions, and this is much cheaper than the TV ads. There are some existing famous forums, such as HK Discuss Forum and Uwants, to discuss the plan for wedding issues. Hence, Fortress may advertise its campaign to these forums and support the environmental friendly trend. For other competitors, many of them have not established the online store on the internet and mainly focus on the digital devices rather than home appliances therefore this promotion campaign is difficult to be imitated due to the barrier of entry.Logistics After the end of campaign, Fortress will consolidate all the ordered products and deliver them in a short time, so it lowers the transportation cost, and it fully utilize the logistics resources. thread use of social network The popularity of the social network, such as Facebook, can be shown by the statistic report of Facebook in year 2010. It was reported that the number of Facebook user i n Hong Kong on descent thirty-first 2010 has reached 3. 67Millions people. Since the Fan pages of Fortress on Facebook has been established 2 months ago, the number of fans was only around 1650 people who Like this page.The effectiveness is not explosive enough to arouse the attention of the public. Therefore, it is suggested that, in order to grasp the channel effectively, when the pages on Facebook reach a certain amount of fans, Fortress will offer coupons or gifts through their e-mail addresses. With more people Like this page, this channel can raise the awareness of a new product arrival effectively and efficiently with several other promotional channels together. d) Promotions Informative promotion through online channel and strategy alliances Posters with the detail of the program are suggested to be affix on the Facebook communication channel.Fortress can make use of this online instant communication platform in order to convey the most updated information to the customers . Besides, in order to arouse peoples interest on this program, all of the retail shops will display the promotion poster on the eye-catching position. Moreover, leaflets will be distributed to the marketing alliances mentioned in the previous part these leaflets will be displayed in their information desk or even attached to their promotion documents. Emotional appeals on the promotion campaignIt is recommended to use emotional appeals to move the fiance couple. In the poster, it is suggested to use the emotional slogan emphasizing on the timeless existence love and the care of husbands towards the wife to touch the target customers. 8) Marketing schedule 9) Appendix Appendix 1 Extract of 1/2011 Population Report, Census and Statistics Department Appendix 2 Extract of Marriage numbers in Hong Kong from Census and Statistics Department Appendix 3 Poster suggested to be used in the promotional campaign Appendix 4Extract of property price proceeding between 2002 and 2010 by Cental ine Property Appendix 5 Top 30 countries with highest number of Facebook users (31st Dec 2010 data from Facebook) Rank Country Number of Facebook users Dec 31st 2008 Number of Facebook users Dec 31st 2009 Number of Facebook users Dec 31st 2010 12 month growth % 24 month growth % 1 USA 42,078,960 101,303,240 145,749,580 43. 90% 246. 40% 2 Indonesia 897,040 14,681,580 32,129,460 118. 80% 3481. 70% 3 UK 14,937,180 22,625,300 28,661,600 26. 70% 91. 0% 4 Turkey 7,934,340 16,943,780 24,163,600 42. 60% 204. 50% 5 France 6,587,240 14,290,700 20,469,420 43. 20% 210. 70% 6 Philippines 390,700 8,387,560 18,901,900 125. 40% 4738% 27 Hong Kong 1,458,520 2,727,980 3,673,580 34. 70% 151. 90% 10) Reference 1 Broadway Company Background http//www. broadway. com. hk/node/502 2 Broadway Shop Locator http//www. broadway. com. hk/shop 3Centaline Property Centadata http//www. centadata. com/cci/cci. htm 4CLP Hong KongOld Appliance Recycling Program ttps//www. clponline. com. hk/myHome/EcoLivin gIdeas/RecyclingProgram/Pages/Default. aspx? lang=en 5CnYes. com iPad2 5 http//news. cnyes. com/Content/20110418/KDW8J0QVCEX16. shtml 6 Fortress homepage Company Background http//www. fortress. com. hk/fortress/content/ABOUT_US/en/index. html? hs_ctn_ref=ABOUT_US 7 Fortress Store Locator http//www. fortress. com. hk/fortress/jsp/sys/Sf_render. jsp? hf_s_id=FT11&hf_srv_id=Nv_fstore_loc&hf_rand=2107567796. 8Gome Electrical Appliances belongings Limited Homepage http//www. gome. com. k/ 9Hong Kong Commercial Daily http//www. hkcd. com. hk/content/2010-06/07/content_2536481. htm 10 Hong Kong Headline Daily 49% http//news. hkheadline. com/dailynews/content_hk/2011/01/14/136085. asp 11Hong Kong Information Services Department News Release http//www. info. gov. hk/gia/general/201104/13/P201104130221. htm 12Hotpool poster of DHE SL http//www. hotpool. com. hk/msg. php? id=234 13 Nick burcher Latest Facebook usage figures http//www. nickburcher. com/2011/01/facebook-usage-statistics-de c-31st-2010. tm l 14 SingTao 610 http//hk. news. yahoo. com/article/110309/3/n4m8. html 15 Wenwei http//info. wenweipo. com/index. php/? action-viewnews-itemid-43284 16Hong Kong China News Agency http//www. hkcna. hk/content/2011/0331/93831. shtml Group photos Ivan Alen Raine Ting Ting Phoenix Jessica Michael Janet 1 . http//www. broadway. com. hk/shop (Shop location distribution) 2 . http//finance. ifeng. com/money/wealth/millionaire/20110401/3800251. shtml