Market Entry Of Hui Li Shoes Into Singapore Marketing Essay

Market Entry Of Hui Li Shoes Into Singapore Marketing Essay The International marketing which is defined as performance of business activities including price, promotions, product and distribution decision and then the task of marketing research is to systematically collect data, process it into valuable information which is important for getting marketing decision. The information of the host country on political stability, cultural attributes and geographical characteristic are required for sound for foreign markets. Information on economic general data on level of growth, inflation levels, business cycles and the levels of competition in that particular industry. These directly affect the economic viability of the product, since some of the factors affect profitability. This report examines possible feasibility of plan for china shoes company Hui Li entering the Singapore market. It indicated that despite previous successes for the company in china market significant strategic alterations to its target segmentations and marketing mixes as well as supply and distribution operations will be necessary for success in entering Singapore. It suggests that the future economic growth of the Singapore market and considering the position of international competitor already operating in the market that it is a critical objective for the company to enter the market in order to maintain long term growth of market 2. Background of Hui Li 300000876508128399649319422 During the 1970s, The Ping Pong model since 1976. By Hui Li brand sneakers were the popular shoes in China its bright and clean design a sharp contrast to the drab homogeneity of Communist China. Continuing into the 1980s, the shoe remained a status symbol for Chinese teenagers who were well-off enough to don a pair of famous Warrior models Hui Li. But as China opened up economically, so did the marketplace for sneaker brands. when the 50 year-old Hui Li name was still popular in China, it was no longer well-known as one of the premier Chinese brands. Instead, Hui Li shoes became the shoe of the working class worn by poor construction workers, elderly women and rural citizens looking for a pair of cheap, durable shoes, inexpensive brand name and mark-up. Fascinated by this story, a graphic design student from China recently released a photography book which features people wearing Warriors in various areas of China. Each copy of Book of Warriors comes with a pair of Warriors models by Hui Li. The author, Shumeng Ye, wishes to use the Hui Li brand to tell the story behind the shoes and represent a varity side of China. Not either the industrial power and economic power, but the daily life of a country with its own distinctive sneaker culture. A pair of Hui Li shoes was very expensive at the 1960s, and was popular trendy for young people at that time. Nowdays this old Chinese brands to make their comeback. 3. Market Entry of Hui Li Shoes into Singapore 01300000206900126032684190582 The main reason for entering Singapore is to increase sales and profits. Building up a branch in other town, city or state, entering a foreign market is mainly part of the relentless quest for business expansion and growth. Hui Li has a very useful business model and has gained market share in China market, the only way break into more wealth country in Asia. Hui Li targets young people. In Singapore, many young people like to wear designer, including working adults, sportspeople, schooling children, business people and the elderly. People in Singapore like to spend money on quality products, there have more dispose income, and they like to try out new products, especially from China, Japan, Korean, the USA and India. Also, there are not many shoes companies from China to Singapore; therefore, there is a possibility to market this new product brand in Singapore as the consumption size of market is actually growing. There are a range of potential routes by which Hui Li could enter this market. Ideally they have to pursue a strategy of equity investment have all control of its operations within Singapore. Whilst such a strategy carries the greatest risk it also provides the greatest reward and, most crucially, protects the integrity of the business and the brand. Hui Li has the financial resources, expertise and experience to do so and has proficiency in entering competitive market. As the decisions, which they make will directly affect every part of their business for many years in the future to Singapore. but, this is important in the decision-making process as firms assessment of the cost and risk associated with exporting their product into Singapore market. Exporting will be the best entry mode for manufacturers like Hui Li that wants active penetration of Singapore markets will look to direct export channel. Direct export has contained higher startup costs, greater information requirements and higher risks. They will choose Singapore agent channel and branch channel. Franchising is a form of licensing in which a company licenses a business system as well as property rights to an independent company or person. 4. Problems that could exist in Singapore for Hui Li Rivalry is placed in a central role for entering Singapore market. This means that company basically hastocompeting in industry effectively. It is obvious that global and local companies make intense competition for Hui Li. competitor most compete at same level of price and quality for leather shoes industry in Singapore including VANS from USA, TOPMAN from UK. The successful competitors has already got amount of market share and brand loyalty with consumer tastes over period of time. Hui Li has to be well prepared and well known Singapore market. Otherwise they May lose by those competitors. The market of china is slightly different from Singapore market, so that Hui Lis shoes may not be preferable for local consumer preferences. Consumer may only recognize the product which already established this market over decades. It may take time that makes them to accept new brand like Hui Li. Also brand loyalty has already established by their global and local competitor. It will be more difficult for them to switch their favorable brand easily. Moreover the brand reputation in Singapore is not as good as other international brand. The consumer may not choose their Hui Li product in first place even with high quality shoes. As the initial capital required for Hui Li to establish branch in Singapore, it will be huge amount of fixed and operation costs. Culture may influence on consumer behavior. Segmenting in terms of culture factors, Singapore also segment overall society in smaller subcultures. These subcultures division are based on variety sociocultural and demographic variables. Such as nationality, religion, geographic location, race, age and sex. Subcultures may have problem for Hui Li that loss of focus on to market targets. Because Singapore has multi combinations of nationalities like China, India and Malaysia. The Hui Li must determine whether the beliefs and customs shared by members of a specific subculture make them desirable choose for special marketing attention. Identification of subculture is complex in segmenting market particularly in countries like Singapore. They only enable to focus on sizable and natural segments as different members of a specific subculture have different preference of Hui Li shoes. 5. Environmental analysis of Singapore market 5.1 cultural analyses Geographical Setting A. Location Southeastern Asia, islands between Malaysia and Indonesia B. Climate Singapore is generally hot and humid. Its warm and humid year round, with the temperature almost never dropping below 20Â °C (68Â °F), even at night, and usually climbing to 30Â °C (86Â °F) during the day. C. Living condition Singapore has a very high standard of living for expatriates and the city has one of the best living conditions in Southeast Asia. Singapore people have more money to buy consumption goods. 5.2 Competitive analysis for Red Dragonfly SWOT factors Strengths good quality price affordable designed long lasting Weaknesses not international brand not popular Opportunities new affordable spending power of people in Singapore is high people like to try new things, new designs something exclusive Threat competition from leading brands price possible copying from others too many other shoe companies in Singapore 5.3 PEST FACTORS Political Environment Spore govt is very stable No problems with conflicting rulers /parties/groups/government Gets along well with other countries International countries like to promote their products in Singapore Economic Environment Spores economy is very stable Everyone has a job People in Singapore like to spend money Good jobs and good income Good education / almost everyone is educated Business-oriented Social Environment (social activities , social clubs , lifestyle of Singapore people, foreigners, ) People in Spore love clubbing, parties, gatherings Lifestyle is very rich -Many activities in many clubs, community center Multi-racial , harmony Many foreign mixture of people Mixed society Social media/interaction/very socially connected Technological Environment (internet, globalization, modernity, techno, phones, communication) People in Singapore are techno-savvy Internet is available everywhere Every home has Internet connection Most people use WIFI Latest hand-phone / smart phone technology Lots of people use social media eg. Facebook, twitter, etc Use hand-phone for everything internet, communication, discussion, conference, meetings, schools, etc The environment that needs further study will be the economic and social environment in Singapore for shoes. 6. Evaluation of the Marketing Mix (the 4 Ps) for possible adaptation Product Fashion designed with high technologies Popular in China Good quality Price Affordable price Priced for quality Priced for Brand Affordable for the Singapore market Promotion Visual merchandising such as store design and layouts Poster Newspaper advertisements / magazines Place -Located their retailer store at orchard road -Main shopping mall -Local partners 7. Conclusion of Analysis I think that Hui Li has perspective future in SG market. According to cultural analysis, we have brief knowledge about Singapore. The living condition of Singapore has a high standard of living. People like to buy more product, Hui Li may possible to entry this market to increase sales. And the climate has indicated that Hui Li need to decide what type of shoes can meet consumer needs in order to weather of generally hot and HUMIND in Singapore. Competitive analysis Hui Li will go through external and internal factors. There is no question that the phenomenon makes both opportunities and threats to Hui Li who looking for compete successfully in the international market. There is growing power for developing nations where Singapore presents significant business opportunities for Hui Li in entering. Local people would like to try new brand product with high quality and affordable price, even the brand is not international. However, most of competitors are international brand that Hui Li have to compete with them for market share and consumer loyalty, they need to differentiate their shoes to meet people needs. Finally the deciding mainly depends on an analysis of both external environmental conditions. Pest has provided general ideals that macro environment of Singapore. The factors indicated that economic of Singapore is growing and people have higher disposable income, political environment has encouraged foreign investment with lower tax rate. Society in Singapore is harmony with multi-racial foreign mixture of people. The macro environment for Singapore hat great impact for Hui Lis entering. The analysis of marketing mix in Singapore market has significant effects on Hui Li entering. And it is reasonable to recommend that a well know brand name has major impact on strategic planning process. All of 4p help Hui Li to build their brand successful in Singapore. Hui Li may local their retailer store at Orchard Road and main shopping mall. Orchard Road is main center for peoples attention and shopping around. The brand recognition can increase by locating this market place. The ownership of the Hui Li brand can cooperate with local partners will be able to help them access the Singapore distribution systems more effectively. They may promote main emphasis on visual merchandising such as layouts of store can be necessarily impact on communication tools with consumer and advertising on TV and newspaper. As the price of leather shoes are affordable and the product is well designed with quality one. All of analysis indicted that it is great opportunity for Hui Li to entry this ma rket. 8.Strategic Marketing Plan Marketing Plan for Hui Li Shoes 1 2. 1.Marketing objectives A. Target market B. Expected sales year 20 C. Profit expectation year 20 D. Market penetration and coverage Adaptation Core component B. Packaging component C. Support service component A. Adults, all ages B. 2 million dollars C. Three hundred thousand dollars D. Advertising, lower prices Main shopping center Such as: Orchard Road, Bugis. Well-designed shoes with high quality Delicated package Feedback 3. Promotion mix Advertising Objective Media mix Message Costs Sales promotion A. Objectives B. Coupons C. Costs Other promotional methods A. Promote products B. Magazine and TV C. Fashion product and high quality D. 40000 Promote new brand Newspaper Discount for the new buyer C. 50000 Poster 4 Distribution from origin to destination Port selection Origin port Destination port 2.Mode selection AD/DIS Air carrier packing A. Marking and labeling regulations B. Costs Documentation required A. Bill of lading B. Dock receipt C. Air bill D. Commercial invoice E. Proforma invoice F. Shippers export declaration G. Statement of origin 5.Insurance claim China port Singapore port A. AD Quick and convenience DIS may not get permission to entry and quotas A. Shoe box B. 10000 All needs 5. 10000 5 Channel of distribution Retailers Type and number of retail stores Retail markups for products in each type of retail store Methods of operation for each type 5 center stores B. Store Cash and credit card Scale of operation for each type Import and exports agent Warehousing A. Type B. Location D. Large A. Stores B. Bugis Orchard Road 6 Price determination 1.Cost of the shipment of goods 2.Transportation costs 3.Handling expenses A. Loading and unloading charges 4.Insurance costs 5.Customs duties 6.Import taxes and value-added tax 7.Wholesale and retail markups and discounts 8.companys gross margins 9.retail price 1. 10000 2. 15000 A.3000 4.30000 5.4000 6. 7% 7. 20% 8. 30% 9.50-100 7 Methods of payment 1.Cash in advance 2.Open accounts 3.Consignment sales 4.Sight, time or date drafts 5.Letters of credit Cash in advance Open account

The Comparative Advantage of Sexual Divisions of Labor Essay -- Econom

Historical Perspectives on the Comparative Advantage of Sexual Divisions of Labor In modern microeconomic models of the household, one commonly sees a division of labor between the husband and wife predicated on a comparative advantage in the market or the household respectively. The idea is that women are somehow less fit for work in the marketplace while they are innately superior at the domestic tasks of cooking, cleaning, and childrearing. There are two prevailing perspectives on the mechanics of this comparative advantage. The first argues that women are somehow biologically fitted to domestic tasks. This was true for Adam Smith who saw the social structures of society arising out of a biological necessity. Malthus, on the other hand, saw the same biological necessity as operating in opposition to the social structures that arose to keep the pressures of population in check. The second perspective argues that a comparative advantage is a socially constructed idea and not rooted in the biological history of the race. Martineau in her story â€Å"Cousi n Marshall† delineated the life of what she saw as a virtuous and noble woman. Virginia Woolf, however, decried what she saw as the deplorable poverty of women in A Room of One’s Own. Her solution, however, only served to further separate the spheres of men and women. Finally, Charlotte Perkins Gilman similarly objected to the state of women in Women and Economics and ultimately proposed a society that abolished any division of labor along sexual lines. None of these authors seem to contest the presence of a comparative advantage in the division of labor as their societies stand. However this does not imply that all the authors agreed on the exact features of this... ...here there were no gendered distinctions in defense of women. One could argue that our modern society is a point along the way to attaining Gilman’s utopian solution. More likely, however, we have made little progress and Gilman’s solutions still feel innovative and strange. References Gilman, C (1998). Women and Economics: A Study of the Economic Relation Between Men and Women as a Factor in Social Evolution. Berkeley: University of California Press. Malthus, Thomas R (1798). Essay on the Principle of Population [Electronic Version]. Retrieved September 19, 2003, from http://etext.lib.virginia.edu/toc/modeng/ public/MalPopu.html Martineau, H (1832). Illustrations of Political Economy No. VIII. London: Charles Fox. Smith, A (1766). Lectures on Jurisprudence. Oxford: Oxford University Press. Woolf, V (1929). A Room of One’s Own. London: Harcourt.

Some Like It Hot – Station Sequence

In the previous sequence, Joe imitated a feminine voice to get a job with Jerry in a group of female musicians. But an ellipsis deals with their disguise, obscured by a continuity shot. Thus it is a way two new feminine characters who appear on the platform. This sequence also marks the appearance of Sugar/Marilyn and the confrontation of the single men with ‘a completely different sex'. 1. Tracking in with a background of nervous jazz : a close shot shows the back of the two musicians, from waist to heels.We recognize them thanks to their instruments : on the left, with the bow legs which hardly hold on the high heels belong to the player of double bass, Jerry. On the right, Joe walks more straight ahead, but the muscles of his calves are not less bulging. The extras who overtake them are all men, what even more points up their femininity. 2. From then now, the tracking out shows us the â€Å"result† of the disguise in the face.Joe, made up tastefully, makes a likely an d elegant woman, his white fur collar contrasting with his dark clothes; Jerry, with his more extravagant leopardskin collar enhanced by a rustle and by a double feather on his cloche hat, mixes in his clothes hairs, feathers and petals. His lipstick extends widely beyond his upper lip, we guess he is worry thanks to a pout. In voice-over, an announcement of the station tells that the train which Joe and Jerry get ready to take is the â€Å"Florida Limited†, that goes to Miami.The musicians thus get the job in the girls' orchestra, but will they go through the test of the disguise? 3. 4. Close shots on Joe, then on Jerry, each of them seems to take a detached expression in a weak-willed manner. They allow to see closer how each acts like a woman : Joe, simpering, glancing aside, is in the register of seduction. Jerry, in perpetual adjustment, oscillates between the girl (when he opens wide eyes) and the lady 5. 6. 7. Follow-up of the tracking in in the back.First lurch of Jer ry, who twists his ankle because of his high heels. It is not the first time he grumbles since Joe, pragmatic (their aim is to get in the train to escape the gangsters) is irritated by his lamentations. Tony Curtis, with his pale and powdered complexion, his half-closed eyelids as if he was already bored to be disguised as a woman, lets to Jack Lemmon a surprising and excessive palette of face expressions. (6). Bent forwards, Jerry keeps repeating the sex change, unable to be used to the conventions which govern the feminine clothing. How can they walk on these things? † Joe's very coarse and anatomical answer (â€Å"Must be the way their weight is distributed†) directly anticipates the appearance of Sugar, differently â€Å"distributed† indeed. After there is a reverse shot on the line of musicians who gets on the train (7) supplies a set of specimens who adds to Jerry's panic (â€Å"It's no use. We'll never get away with it†. Not always come to know ever y details of his character, he turns his glance to an ideal model. 8. 9.Catching, off screen, the eyes of both actors playing a female role, Sugar also appears, â€Å"cut in two† at the belt-level. The music theme completely changes for a slower but warmer jazz (the muted trumpet replaces the saxophone). As Jerry, she is wearing a feather on her hat, and her ukulele, she is holding like a feminine accessory, seems like a miniature bass. These are the first two common points, still discreet, of a relation in mirror between Daphne and Sugar who will go on throughout the film.When she passes by near Joe and Jerry, the glances focus on the bottom of her body in so fixing a way like in a cartoon (the glance of the lustful wolf of Tex Avery) 10. a. Front/behind : contrary to Joe and Jerry, Sugar is filmed at first by face at the top, then by back, at the bottom. In point 2, the suspense focused the expectation of the spectator on the transformation (what will Curtis and Lemmon look like in woman? ); here, the suspense is in a way erotic : once Marilyn is identified by face, the question concerns her clothes, how her figure is emphasized.We also notice that Marilyn's acting is as exuberant as that of her two partners : fluttering her lashes, moving her lips, rolling gait, she overplays femininity almost as much as Lemmon and Curtis 10. b. The echo of point 9 with point 1 is interrupted by the vapour blast which, from the train, surprises Sugar. The goal is to aim Marilyn's bottom. In point 6, Jerry complained about draughts under his dress, alluding to the anatomical difference between man and woman but also to the fact that the disguise displays him : it is an exposure.More than the draught, the white vapour blast materializes the desire which has just sprung from this first meeting : Sugar is literally â€Å"whistled† by the train. He also puts Sugar in experimental feminine subject : how does she react? How does she move? How does she go on walking a fter this hitch? 11. † it's like jello on springs! †. As a boy who took a toy into pieces to see how it works, Jerry questions the anatomical difference, wonders about feminine mechanics and already sees in Sugar a model to be imitated, whereas Joe, totally blown away, is brought down by love at first sight.The left and the right of the shot are separated by an invisible border between drama and comic. 12. When the newsboy arrives, the headlines of the newspaper (the gangsters are looking for the witnesses of the massacre) definitely position the disguise. Contrary to what Joe promises, Jerry and him are not going to stop this masquerade. If they want to live, they have to reborn in women, come across the shot and blend in the reverse shot, join the line of blond women with hat and instrument. 13. It is a success. Both of them are credible.Nevertheless Jerry, who is not completely transformed yet, has difficulties in speaking more high-pitched. â€Å"You two from the Po liakoff Agency? † â€Å"Yes, we're the new girls. † â€Å"Brand new†. This first pun of a long series done by Jerry betrays his jubilation to be between two sexes. 14. 15. 16. 17. This series of shots and reverse shots sets up, between the two men, a kind of â€Å"every man for himself† : Jerry surprises Josephine by renaming Daphne, Josephine invents a story about the Sheboygan Conservatory of Music (This city really exists in Wisconsin).Their first conversation with â€Å"Sweet† Sue introduces a crossing of border from a sex to the other one, but also a time travel. Aboard this train, the transvestites travel with twenty-year-old girls, in an atmosphere of summer camp bossed around by an iron lady. 18. First feminine misadventure of Jerry (Bienstock pinches his bottom). But both are recognised as â€Å"real ladies† : this remark of the only man of the troop sounds like a birth certificate.

Essay on Freedom Riders - 1426 Words

The Freedom Riders were a group of college students and leaders of various racial equality organizations, both blacks and whites, which tested the law of integration for public transportation. The law was instated, but Alabama especially didn’t follow it. The Freedom Riders rode buses into the cities to see if the townspeople accepted or declined the new law. They in turn ended up beating, pummeling, and chasing the riders out of town with the white mobs. The Freedom Riders violently fought the segregation of blacks and whites for public transportation systems, and their victory led to the integration of many other places and the making of the Civil Rights Act of 1964. The Freedom Riders started their trip from Washington D.C. on May†¦show more content†¦The riders were beaten again by another mob (Powledge 255). The Freedom Riders then proceeded to head down South to Birmingham, Alabama on May 20, 1961, at 8:30 A.M. CST from the Greyhound Bus Station to test the newl y instated law involving the integration for public transportation. The spokesman for the group was a twenty-one year old named John Lewis. They were led by police vehicles on the highway and followed by undercover cop cars for protection. When they arrived at 10:23 A.M. CST they were bombarded by a mob of people (Loory 573). A white male named James Peck was beaten unconsciously and needed 56 stitches to close up his head wounds (Powledge 255). Stuart H. Loory, a reporter who trailed the journey of the Freedom Riders’ bus, states in great detail that, â€Å"The mob had first pummeled three National Broadcasting Co. newsmen and several other photographers, smashing their equipment. Then it turned to vent its unsatisfied fury on the band of students who stood quietly on the bus platform, apparently not knowing what to do after completing the ride from Birmingham.† The mobsters used everything imaginable to beat the riders. Loory had been on the platform, escaped withou t injury, and witnessed this as follows, Using metal pipes, baseball bats, sticks, and fists, the mob surged on the small group of Freedom Riders, clubbing, punching, chasing, and beating both whites and Negroes. When some of the bus riders began toShow MoreRelatedThe Freedom Riders1204 Words   |  5 PagesBBB Period N 18 March 2013 Freedom Riders Backlash The Freedom Riders strive through a journey of hardships to have their point accepted by others, which was bus desegregation. Through the journey the Freedom Rides took some obstacles that affected them physically and mentally. They fought threw times like the downfalls that their movement brought and the mobs that greeted them in every state. The mobs were verbally and physically violent towards the Freedom Riders more than a few times whileRead MoreEssay about Freedom Riders1575 Words   |  7 Pages Freedom Riders â€Å"Freedom Riders† were a group of people, both black and white, who were civil rights activists from the North who â€Å"meant to demonstrate that segregated travel on interstate buses, even though banned by an I.C.C. Ruling, were still being enforced throughout much of the South† (The South 16). The Riders attempted to prove this by having a dozen or so white and black Freedom Riders board buses in the North and travel through Southern cities. This was all â€Å"a coldly calculated attemptRead MoreFreedom Riders: Rebels with a Cause1400 Words   |  6 PagesFreedom Riders: Rebels with a Cause â€Å"If not us, then who? If not now, then when? Will there be a better day for it tomorrow or next year? Will it be less dangerous then? 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