更新时间：08-01 （香香巴拉）提供原创文章
Table of contents
Abstract-II
Table of contents-III
Chapter 1. Background-1
1.1 Background-1
1.2 Problem statement-1
1.3 Problem formulation-2
1.4 Methodology-2
1.4.1 Cricism-5
Chapter 2. Internal and external analysis-6
2.1 Internal analysis-6
2.1.1 Mission, vision and value-6
2.1.2 Current strategies-7
2.1.3 Resources-based view-7
2.1.3.1 Resources-8
Process-8
Suppliers-8
2.1.4 Time-based competition-9
2.1.5 Marketing mix-10
2.1.6 Conclusion and suggestions on strategies-12
Price strategy-12
Customer focus-12
Resource-based view and time-based competition-13
2.2 External analysis-14
2.2.1 PESTEL analysis-14
Political factors-14
Economic factors-16
Social-cutural factors-17
Technological factors-18
Environmental factors-19
Legal factors-19
Summary-20
2.2.2 Porter’s 5 forces analysis-21
Supplier’s power-21
IMM’s suppliers-21
IMM as a supplier-22
Buyer’s power-23
Threat of substitutions-23
Threat of new entry-24
Competition rivary-24
Summary-25
2.3 Conclusion and suggestions-25
2.3.1 Conclusion by Business Model and suggestions on strategies-25
Value proposition-26
Key partners-27
Key resources-27
Customer relationships-28
Customer segmentation-29
2.3.2 SWOT analysis as a summary-30
Strength-30
Weakness-30
Opportunities-31
Threat-31
2.3.3 Other strategies-32
Digital Marketing-32
Key Account Management-33
Chapter 3. Conclusion-34
3.1 Customer focus, human resouces and digital-marketing strategies-34
3.2 Customer segmentation and price strategies-34
3.3 Value proposition and time-based competition strategies-35
3.4 Customer relationship and KAM strategies-35
References-37
Appendixes-38
Acknowledgement-39