Marketing Management

            
             Introduction .
             1, Market Approaches .
             Target Market .
             Positioning .
             Market Mix Strategy .
             2, Analysis of Environments.
             Environmental trend .
             Social trend .
             Economical trend.
             3, External Factors .
             Product Life Cycle.
             Communication Process.
             SWOT Analysis.
             .
             Introduction.
             In the final project, Chow Sang Sang Jewellery Co. Ltd is the Jewelry Company that I would like introduce about. Chow Sang Sang is a group of companies with list operations in China, Hong Kong and Taiwan. The company's combined turnover in 2000 exceeded HK$4.6 billion (US$600 million) see annual report. Chow Sang Sang shares are listed on the Hong Kong Stock Exchange. Complementing the retail network, there is an e-Shop, which offers on the Internet (eshop.chowsangsang.com) a complete service for shopping and sending gifts. World Commercial Sales Co. Ltd. is a leading trader in precious metals, dealing in gold and platinum bullion in various forms as well as palladium.
             1, Marketing Approach.
             Target Market.
             The target market of Chow Sang Sang Jewellery Co. Ltd is Niche Marketing Strategy. This company is a group of companies with operations in China, Hong Kong and Taiwan. Chow Sang Sang is force on all kind of levels of customer satisfaction in relation to these KSFs. The demographic segmentation of consumers is achiever who is high income and likes to show off their success. The median age is thirty- six years old. The demographic segmentation of Chow Sang Sang has over 1,300 employees. Recognised as a premier manufacturer and retailer, Chow Sang Sang Jewellery Co. Ltd. operates 36 Chow Sang Sang and Emphasis shops in Hong Kong, 23 Emphasis shops in Taiwan, 5 Chow Sang Sang shops in Beijing, Shanghai and Qingdao, as well as 7 in other parts of China.
             Positioning.
             Chow Sang Sang Jewellery Co.