2023年花卉市场拓展报告国内部分,英文.docx

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1、2023年花卉市场拓展报告国内部分,英文 BUSINESSREPORT Company name: IPC Flowers Group members : BE（1）：张惠彬(No.11)、陈晓媚(No.16)、朱婉萍(No.18) BE（2）：林岚(No.4)、林海燕(No.5) Table of Contents 1.Introduction 2.Situation analysis a) Overview of organisation b) Environmental analysis including current market size, demand analysis and

2、 market potential c) Competitor analysis including positioning analysis d) Market segmentation and target market analysis 3.Part 1Review current busine performance and capability 5.Part 3Document how busine can meet current and emerging needs of the target market 7.Conclusion and recommendations Int

3、roduction In this report, you can learn about our situation analysis for Hong Kong.It will contains overview of organization, environmental analysis (including current market size, demand analysis and market potential), competitor analysis (including positioning analysis), market segmentation and ta

4、rget market analysis Other aspect, we also have a overseas market analysis.The target market is Ruia, we have made a comprehensive analysis .Through the analysis of the various, we have collect market intelligence; review current busine performance and capability; evaluate the specific market; docum

5、ent how busine can meet current and emerging needs of the target market This report was researched and authored by 5 students from the 2023 Cohort of BE students, namely Jill, Sally, Nicole, Lena and Peggy.The authors conducted both primary and secondary research, using interviews, websites, and oth

6、ers to reach their conclusions and recommendations.Among us Sally mainly responsible for introduction and domestic situation analysis, Lena was mainly for collect market intelligence, Nicole was in charge for review current busine performance and capability, Peggy had took target for evaluate the sp

7、ecific market, document how busine can meet current and emerging needs of the target market, in the end Jill had a conclusion and recommendation. Situation analysis a) Overview of organisation Our company is a private company which is a cooperative made up of individual flower growers and some priva

8、te investment.As for the Human Resources, 100 staff, primarily based in Fujian, involved in purchasing and grower liaisons, marketing, finance, sales, transport and logistics, flower proceing (quality control, trimming, and packaging) warehousing and management.Our busine focus on Fujian and Guangdo

9、ng province.Not only we are establishing internet site currently but we also have approximately 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

10、 analysis and market potential With the development of economy and the improvement of peoples 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 fash

11、ionable gifts and decorations, friends and relatives in marriage, moved, shop opened, , visit 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,

12、Christmas are a season of flourishing sells of flowers.In this rising market demand can 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 th

13、at we also faced very strong competitors, particularly in flowers variety of cultivation.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 hav

14、e 100 employees, participate in procurement and growers liaison, marketing, finance, sales, transport and logistics, flower proceing (quality control, trimming and packaging) storage and management.With these specialized and systematic production mode, we had more confidence. The geographical positi

15、on: our busine focus is to Fujian and Guangdong, especially Guangdong, adjacent to Hong Kong.This will help our busine expand.Further ,to develop market abroad and laid a good economic and experience foundation. Physical Resources, One large warehouse and proceing centre.A small fleet of trucks whic

16、h collect and deliver flowers to retail stores.This proce has 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 resourc

17、es.According to the 2023 census population of Hong Kong, Hong 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 an

18、d high income, the use of electronic digital products, higher 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 thing

19、s (4) study, work and life of preure and the desire 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

20、in high-end customers-white-collar cla, 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.Dre and traffic tools. (2) The consumers ps

21、ychology, face.Moody interests.Consumer often have alert and mistrust psychological, we should be made to eliminate these situations. (3) Analysis of consumers spending characteristics and applications. 3.Target consumers demand for the product features: (1) varieties The Spring Festival .Many merch

22、ants statistics surface: only half a month of the Spring Festival, flowers sales accounted for 30% of annual sales The valentines day .With its unique stretched, it can send out a cavity say more. Mothers day .Each year on 5 of the second week is mothers day, In this holiday, carnations inevitable t

23、o be the best-selling 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

24、development 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

25、 whole season 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. 花卉市场拓展报告国内部分,英文 花卉市场 深圳花卉市场 花卉市场知识 逛花卉市场 花卉市场介绍 花卉市场调研报告 花卉市场分析 游南方花卉市场 成都花卉市场调研报告