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TITLE: Marketing research strategy of an enterprise (in case of enterprises with many different product lines, select a product line) Essay: Strategic research firm fashion EVA DE EVA INDEX I INTRODUCTION OF THE COMPANY…………………….4 History and development……………………………………… Products of the company……………………………………… II TARGET MARKET OF THE PRODUCTS ……………… Segmentation…………………………………………………….7 Segmentation criteria……………………………………………7 Location plan……………………………………………………8 III MARKETING MIX STRATEGY OF ENTERPRISE Product…………………………………………………………8 Distribution…………………………………………………….8 Television marketing (sale promotion)………………………10 IV CONCLUSION……………………………………………….11 V REFERENCE I INTRODUCTION OF THE FIRM FASHION – EVA de EVA History and development Fashion EVA DE EVA Co., Ltd established in 2000 students from schools of international fashion design They have links with international fashion company EVA DE EVA has many years experience in fashion and design industry nationally famous from their limited company set up to EVA DE EVA fashion Since then, the company has constantly innovated and developed all aspects of quantity, quality products to meet the requirements of markets nationwide Company EVA DE EVA product provides high-fashion clothes offices nationwide and introduces to the world market The company has 20 showrooms investment in Vietnam gathered at the central locations of major cities such as Hanoi, Hai Phong, Ho Chi Minh City, Danang, Nha Trang, Quang Ninh Investment is of around 100 billion EVA DE EVA currently has its headquarters in Hanoi and three manufacturing plants in Hanoi, Danang and Ho Chi Minh The company has divisions in close coordination with each other: Business department, production department, PR & marketing, HR There are more than 300 employees including main costume designers, also the sample may employ staff to check product quality, improve staff, customer service staff, sales staff In addition the company also combines with factory accessories for page design for domestic and foreign Average annual sales EVA DE EVA achieve 300 billion, annual profits up 3040% The company's products are always customers appreciate style, quality products, purchasing form convenient and fast, room service and professional aftersales policies are flexible, interesting lead Presentation of product fashion NEW EVA DE EVA products are diverse and plentiful, including office dress, evening gown, costume accessories like shoes, belt, caps, bags, lipstick and powder With a wide range of products, EVA de EVA has fully meet the needs of customers dressed mostly female customers The company's main product is currently designing costumes for high office and evening gown Annual sales of each product line every year as follows: * Clothing the workplace: 54% of sales, this product line is the highest proportion of domestic revenue structure of EVA In 2007, the growth rate of this product line was of 38% and 79% market share Average growth period of 20072011 was 22.7% * Skirt offices: accounting for 30% of sales In 2007 -2011, Skirt offices grew 18%, accounting for 30% of total revenue of the company and the proportion of the second highest revenue compared to all other product lines * Evening dress: 10% of sales Evening dress 10% of revenue in 2007-2011 of EVA * Other accessories Products: 6% of revenue This product group includes many different products such as shoes, fashion hats, handbags, lipstick, powder mainly imported from companies such as the prestigious link such as chely anket, nine wet The proportion of sales of product lines in 2009-2011 Clothing offices will increasingly become the most important products; other accessory products will be lower as the growth potential of the product market When Vietnam joins the WTO fashion market of our country's increasingly diverse and extensive product spill into fashion and more design and product quality Besides, we also have the high fashion companies work much earlier and reputable companies in the market as fashion office NEM level cap To meet the demand in market competition increasingly fierce competition in the market for the company has taken the initiative to design new products that are distinctive product line and special interest quality, price and product samples Furthermore, all the models the company's clothes are so fashion designers have devoted the company created These are members of the EVA went along for the company since its early beginnings They professionally trained and have extensive experience in the fashion industry at home and abroad Revenue and profit of the company years Year 2009 Year 2010 Year 2011 Income 150 billion 210 billion 300 billion Profit 31 billion 52 billion 70 billion II INTRODUCTION OF TARGET MARKET OF THE PRODUCTS In recent years, the economy is increasingly dynamic market and the integration with world markets, the occurrence of competition between domestic and foreign enterprises Competitors of the firms are the companies, foreign corporations have decades of experience with market economies, abundant capital, staging personnel equipped with adequate knowledge, skills necessary To be competitive, not lose market share on the "floor" of his, Vietnam enterprises should also be equipped with knowledge and skills match the requirements of the increasing business, and Marketing is one of the most important skills From a production of the garments the best, cheapest possible, EVA DE EVA must also believe that customers use its products rather than buying the competitors To that companies need to understand customer needs better, they need to communicate better about their products and they need to build a long-term relationship between the brand and customers The trend now is consumer focused design, product quality and create stylish polite, elegant, luxurious This is the top edge of the line grooming products work of EVA DE EVA product line and corporate customers and is one of 100 most powerful brands by 2007 EVA DE EVA also voted in the "Top 10 Vietnam High Quality Goods" from 2005 to 2011 Make a difference compared to other products on the market that is the product together with costume accessories (One of the showrooms of the company in Hanoi) Market segmentation As the economy growth, the need to wear more fashionable has the advantage to grow Therefore, the company has launched more products with superior properties and selected the central location of major cities to show case products and sales To compete with current products and reliable fashion market, EVA company has significant market segment Segmentation criteria Through research and analysis the company has made an important group of customers and potential so the product design is the fashion office for the business uniformed agencies, and the customer is always want to look at the pages in history to go to work, come evening This product is high-end fashion office So customers are most interested companies are reputable companies in the market, staff and professional, build brand value separately for each different client The EVA products focus on products for women, ages 20 to 50 In addition are the historical products, luxury objects with women in accordance with market needs field customer care and love Location plan The EVA products mostly for large companies, professional polite nature of creating a comfortable workplace and work quietly when used in addition, the company always meet women fashion comes with costumes to match III INTRODUCTION OF MARKETING MIX OF THE COMPANY Product quality Fashion design industry in general and fashion office design in particular is still marketing the product quality problem is observed to small details such as material products, the modern fashion consistent with tastes of the market, each product has its own unique style To meet the increasing demands of consumers, EVA has been constantly innovating product design, improve the quality prestige products to all customers At present, all material made products imported from Europe such as Britain, France and America In addition, the company has many designs by product accessories and modern, formal medium to make a difference with other competing products This is the main characteristic of the company and the products are high quality received great attention of domestic and foreign customers Manage and set up distribution system At present, the company has two channels of distribution Through traditional channel The company's products are on display and sale in the main showroom EVA DE EVA Includes (20 showrooms independent distributors in the nation) with a team of product consultants and sales training company professionally made distribution almost 90% of company products Through modern channel Economic development, the media increasingly modern, introducing external website and sell products, the company set up a web page online sales online shop EVA DE EVA Customers when the action is just a mouse click can order all the company's products and home delivery customers are interested in serving the best place for busy customers 2.1 Manage distribution channels To effectively manage the distribution channels in the market, EVA DE EVA is using modern IT applications typical as follows Access system on the network card Depending on customers to buy products more or less, the company will grant to them different card classes of Copper, Silver, Gold and Diamond Accordingly this, promotion policies also apply to the appropriate customers and are being updated in corporate data Showroom system sales and introduce products and professional style has its own characteristics across the country being updated and corporate data With distribution channels, the company will present pricing policies, promotion of the distribution system While it is important that the object end customers also benefit from the increase of the service quality improved 2.2 Management team and sales - The sales team are experienced, enthusiastic, attentive customer service promotional products company The sales team are experienced analysts identify tastes and consumption trends regular access to the consumer at the point of sale - Management experience good results demonstrated by sustainable business activities EVA DE EVA firm is managed by an enthusiastic management team and extensive experience in the industry Professional service firm can keep pace with market changes Television –Marketing Advertising: Understanding the importance of advertising in its promotion strategy, EVA DE EVA always focused, highly innovative and constantly has achieved no small success in raising sales of her As for the ad request: EVA DE EVA has fulfilled the strict requirements an advertising message achieved on the mass media Very rarely, you are unable to buy any product to the company's sales showroom Promotional work on the product of mass media, have said that is the most successful, most effective and most impressive in the media center customers (This is the opening image of the company in Ho Chi Minh City) Investment in building the trust of consumers is a long process, requiring large investments and long-term marketing The increase in brand value for EVA as well as increased sales, market share and profitability in the short term and long asserted that superior results were the charges dropped Regarding advertising media: with the aim of bringing their products to the majority of consumers, EVA uses all forms of advertising such as television, radio, newspapers, fashion magazines, leaflets advertising, outdoor advertising, sponsor ship of the Miss Vietnam Public Relations Following the traditional activities benefit the community, EVA has been active in the areas of social, humanitarian community Every year a company has spent more than 17 billion VND for charity activities, supporting the flood victims, funding for some important television program With a strategy to reach customers more frequently and friendly, EVA DE EVA and will have more public outreach program in the future IV CONCLUSION With the company's marketing strategy, EVA DE EVA fashion has made great success in the field of high-end fashion office in Vietnam Constantly improve the company's skilled design team, staff produced products, the sales staff The sales showroom shown superiority of the company's products, the company spent to date EVA DE EVA has been strong growth in all aspects of the customer chooses the annual growth on a growth Any one referring to high-end fashion office did not think about fashion of company EVA DE EVA V REFERENCE Marketing 101 - Don Sexton ... – EVA de EVA History and development Fashion EVA DE EVA Co., Ltd established in 2000 students from schools of international fashion design They have links with international fashion company EVA. .. innovated and developed all aspects of quantity, quality products to meet the requirements of markets nationwide Company EVA DE EVA product provides high-fashion clothes offices nationwide and introduces... frequently and friendly, EVA DE EVA and will have more public outreach program in the future IV CONCLUSION With the company's marketing strategy, EVA DE EVA fashion has made great success in the
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