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1、 BUSINESS REPORT Company name: IPC Flowers Group members : BE（1）：張惠彬(No.11)、陳曉媚(No.16)、朱婉萍(No.18) BE（2）：林嵐(No.4)、林海燕(No.5) Table of Contents 1. Introduction 2. Situation analysis a) Overview of organisation b) Environmental analysis including current ma

2、rket size, demand analysis and market potential c) Competitor analysis including positioning analysis d) Market segmentation and target market analysis 3. Part 1 - Collect market intelligence 4. Part 2 - Review current business performance and capability 5. Part 3 - Evaluate the specific market

3、 6. Part 4 - Document how business can meet current and emerging needs of the target market 7. Conclusion and recommendations Introduction In this report, you can learn about our situation analysis for Hong Kong. It will contains overview of organization, environmental analysis (

4、including current market size, demand analysis and market potential), competitor analysis (including positioning analysis), market segmentation and target market analysis Other aspect, we also have a overseas market analysis. The target market is Russia, we have made a comprehensive analysis .Thr

5、ough the analysis of the various, we have collect market intelligence; review current business performance and capability; evaluate the specific market; document how business can meet current and emerging needs of the target market This report was researched and authored by 5 students from the 20

6、10 Cohort of BE students, namely Jill, Sally, Nicole, Lena and Peggy. The authors conducted both primary and secondary research, using interviews, websites, and others to reach their conclusions and recommendations. Among us Sally mainly responsible for introduction and domestic situation analysis,

7、Lena was mainly for collect market intelligence, Nicole was in charge for review current business performance and capability, Peggy had took target for evaluate the specific market, document how business can meet current and emerging needs of the target market, in the end Jill had a conclusion and r

8、ecommendation. Situation analysis a) Overview of organisation Our company is a private company which is a cooperative made up of individual flower growers and some private investment. As for the Human Resources, 100 staff, primarily based in Fujian, involved in purchas

9、ing and grower liaisons, marketing, finance, sales, transport and logistics, flower processing (quality control, trimming, and packaging) warehousing and management. Our business focus on Fujian and Guangdong province. Not only we are establishing internet site currently but we also have approximate

10、ly 20 million RMB annual years. According to these conditions, we can do further market development in other cities of China, such as Hong Kong. b) Environmental analysis including current market size, demand analysis and market potential With the development of economy and the improvement of peop

11、les living standard, the Hong Kong residents have more and more followers demand , and more more varieties, make Hong Kong flower market developing rapidly. Flowers in Hong Kong has already become a kind of fashionable gifts and decorations, friends and relatives in marriage, moved, shop opened, , v

12、isit the birth, and applications are on a funeral give flowers to congratulate or sympathy. The Spring Festival, valentines day, Tomb-sweeping day, Mid-Autumn festival and the double ninth festival, mothers day, Christmas are a season of flourishing sells of flowers. In this rising market demand can

13、 judge the Hong Kong flower market potential is tremendous. c) Competitor analysis including positioning analysis Of course, from the Hong Kong flower show which has been display in March every year can be seen that we also faced very strong competitors, particularly in flowers variety of cultivat

14、ion. The use of a new high-end means cultivation flower is very important, it is an aspect we need to strengthen the cultivation of a little. But we also have our advantage. There are followers Human resources: we have 100 employees, participate in procurement and growers liaison, marketing, fina

15、nce, sales, transport and logistics, flower processing (quality control, trimming and packaging) storage and management. With these specialized and systematic production mode, we had more confidence. The geographical position: our business focus is to Fujian and Guangdong, especially Guangdong, ad

16、jacent to Hong Kong. This will help our business expand. Further ,to develop market abroad and laid a good economic and experience foundation. Physical Resources, One large warehouse and processing centre. A small fleet of trucks which collect and deliver flowers to retail stores. This process has

17、been proven to be very effective and flowers arrive at resellers in prime condition. d) Market segmentation and target market analysis market segmentation: Hong Kong has a convenient transportation, traveling, shopping are rich in resources. According to the 2011 census population of Hong Kong, H

18、ong Kong has a total population of 7071576, the population of permanent residence in Hong Kong close to 6.5 million, shared for 91.8% of the total population. So the target population of age is more than 20 under 40 who have highly educated and high income, the use of electronic digital products, hi

19、gher modernization degree women. 1. This group has key features: (1) have their own certain economic base (2) have their own certain grade and pursue, pay attention to life emotional appeal (3) pay attention to fashion, willing to try new things (4) study, work and life of pressure and the desi

20、re to relax 2. The needs of customers for flowers: (1) decorate family room, working place order to make a beautify environment (2) give family, friends, patient, etc market analysis: 1. Crowd constitute of the target market The company will be located in high-end customers-white-collar class,

21、 and they have independent economic foundation, a little small endowment emotional appeal, and very sensitive to tide fashion. Shopping is follow ones inclinations, just be happy. 2. Psychology analysis (1) From the age. Dress and traffic tools. (2) The consumer’s psychology, face. Moody interest

22、s. Consumer often have alert and mistrust psychological, we should be made to eliminate these situations. (3) Analysis of consumer’s spending characteristics and applications. 3.Target consumers demand for the product features: (1) varieties ①The Spring Festival . Many merchants statistics surfa

23、ce: only half a month of the Spring Festival, flowers sales accounted for 30% of annual sales ②The valentines day . With its unique stretched, it can send out a cavity say more. ③Mothers day .Each year on 5 of the second week is mothers day, In this holiday, carnations inevitable to be the best-se

24、lling flowers. It another note, since mothers day in 2000, some local began to appear orchids selling trend. Similarly, other festival also have the representative of the best-selling flowers. (2)Packaging and quality Packaging usually prefer to demand higher quality and personalized development

25、trend of direction . 4.Florist location choice: The florist should be located at convenient traffic downtown, because of retail profits has share about 50% of-80%. From this consideration, florist location in hospitals, hotel or city entertainment, can avoid from June to September for the whole se

26、ason achievement influence. In addition, from expanding retail performance improvement consideration, because wholesale profits in about 10% ~ 30% among, so we can choose florist located in flowers market wholesale street or the florist centralized blocks. So, in the following year 9 to 5 months of the season, and all the florist and person who buy flowers are all for our customers.