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UNIVERSITY OF GREENWICH

BA (HONS) IN BUSINESS STUDIES

BUSI 1484 Managing Strategy


Presented By : Francis Wong Yanis Cheung

Steven Ng Peggy Ng

Date : 19 February 2012

BACKGROUND

U-BANQUET GROUP

Its predecessor was Choi Fook Holding Limited Operating several brands in Hong Kong : Chinese Cuisine Restaurant : U-Banquet One-Stop Shop Wedding Service Provided Company : U-Wedding

BUSINESS STRATEGY

BUSINESS STRATEGY

Business Vision Statement Value Chain Core Competence Competitive Advantage Marketing Strategy & Promotion

BUSINESS VISION STATEMENT

BUSINESS VISION STATEMENT


Mission
Intent on understanding the different needs of each customer in order to create a sweet & romantic wedding or unique event for wedding couples; Commit to do the best in order to ensure the most important moment in the lifetime is much unforgettable & memorable.

Vision
Provide the most comprehensive and excellent one-stop wedding and event planning service with professional, sincere and attentive service to customer

VALUE CHAIN

VALUE CHAIN

Michael Porter identified a set of interrelated generic activities common to a wide range of firms It is useful to model the firm as a chain of value-creating activities.

It could identify the competitive advantage through the value chain analysis

CORE COMPETENCE

CORE COMPETENCE
Three key criteria are:
It

is not easy for competitors to imitate.


It

can be leveraged widely to many products and markets.


It

must contribute to the end consumer's experienced benefits

COMPETITIVE ADVANTAGE

COMPETITIVE ADVANTAGE

Cost Advantage
Competitive price offered among competitors
U-Banquet
Weekdays $5,500-8,000

Tao Heung
$4,250-6,800

Maxim
$5,800-9,000

Weekend or public holiday

$6,000-8,500

$5,000-8,000

$6,200-9,800

COMPETITIVE ADVANTAGE

Differentiation Advantage
Convenience Location Like :

COMPETITIVE ADVANTAGE

Differentiation Advantage
Chinese Cuisine Food Quality Environment Social Responsibilities

MARKETING STRATEGY

MARKETING STRATEGY

By QuickMBA
The marketing concept of building an organization around the profitable satisfaction of customer needs has helped firms to achieve success in high-growth, moderately competitive markets. However, to be successful in markets in which economic growth has leveled and in which there exist many competitors who follow the marketing concept, a well-developed marketing strategy is required. Such a strategy considers a portfolio of products and takes into account the anticipated moves of competitors in the market.

MARKETING STRATEGY

MARKETING STRATEGY

Promotion

Coupon U Banquets Credit Card & Instalment Wedding Expo Web Site Facebook Magazine Advertisement

MARKETING STRATEGY
COUPON

MARKETING STRATEGY
U BANQUETS CREDIT CARD AND INSTALMENT

MARKETING STRATEGY
WEDDING-EXPO

MARKETING STRATEGY
WEB-SITE

MARKETING STRATEGY
FACEBOOK

MARKETING STRATEGY
MAGAZINE ADVERTISEMENT

CONCLUSION
Why Strategy is so important

Rigorous Changing Market Environment Threat from Competitor to Substitute Demanding Customers Sustainable Business Growth

CONCLUSION
Strategy is

Long Term Direction Responsive to Market Challenge Allocate Resources Scope of Business Activities

Value and Expectation of Stakeholder

Q&A

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THANK YOU