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Tm events market entry strategy   research specification
 

Tm events market entry strategy research specification

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    Tm events market entry strategy   research specification Tm events market entry strategy research specification Presentation Transcript

    • TM Events Market Entry Strategy Kelly Chan | Oct 15 2013 Research Specification
    • Research Overview: House Life Decorator Event Decoration Sponsors Relaxation 46 Fairs in 20 Years Since 1992 2,32 mill sq feet totally (buildings) 3000 decorators, interiorists, architects (decoration) 300 sponsors, participants 1,9 million visitors Country Y City X Buildings Decorators Sponsors Visitors Services
    • Research Topic: House Life to New Cities Market Entry Strategy Which cities/regions? Potential Competitors How to differentiate? Existing Model Key elements? Capabilities? Recommendation Rollout steps? Decoration Sponsors Relaxation
    • Research Topic: House Life to New Cities Market Entry Strategy Which cities/regions? Potential Competitors How to differentiate? Existing Model Key elements? Capabilities? Recommendation Rollout steps? House Life: Overview House Life: Benefits House Life: Criteria House Life: Operation
    • House Life: Overview Country Y City X Buildings Decorators Sponsors Visitors Services Decoration Sponsors Relaxation 46 Fairs Each Fair Spaces 45-60 Decorators 2227 100+ (25% repeating) Sponsors 3000+ 10-15+ top brands Visitors 1,9 million 32000+ architects designers interiorists Banks, Automakers, Mass Consumer Brands, Newspapers, Utility Companies, Telecoms, Home Brands, etc Since 1992
    • House Life: Benefits of The Event Country Y City X Buildings Decorators Sponsors Visitors Services A Lively Event represented a major marketing and communication forum To bring innovation and upmarket style of home decoration arts (with the objectives of mixing history, contemporary and leisure) in city X. To increase the recognition during the fair and become a highly recognized place afterward with any further use such as sale, promotion, museum etc. To present their products and creations, looking for the opportunities for their projects and selling them to the potential customers. To promote their latest products, and ultimately, their brand name. Brand perception. To provide the wonderful food and get customers’ attention. (individuals) To get some professional advices for the residential or commercial space reformation from the professionals. (business persons) To look for the opportunities or host private events with their potential clients.
    • House Life: Criteria of Each Partner Country Y City X Buildings Decorators Sponsors Visitors Services 30 Days original, top of class, home decoration project exhibitions financial wealth of the zone, the colossal infrastructure of communications with the world iconic and normally historic, premier space, vibrant heart of the city, localized conveniently, landmark place, become available for at least 6 months advance plus 30 days of fair and closing present their creation proposals, looking to sell their projects, express their art and devise business opportunities high prestige, home and non home decorations related brands charming and whole sense experience, the best of class food and attention high level actual or potential clients, middle to upper social class, individuals or companies looking to decorate their homes, corporate offices or public spaces, or simply whoever who likes to contemplate and admire the work of the artists and enjoy with family, friends, or network in an unique, marvellous experience for a limited period of time happening in the city - a breadth of decoration professionals looking to expand their business - the abundance of premier class historical buildings available to host the fair - the support of the city council authorities - the support to charities also present in the decorated spaces - the constant and increasing recognition of an upper class clientele who places the event in a top place of their social agenda (attendees frequently include politicians, artists, businessmen, …)
    • House Life: External & Internal Operations Country Y City X Buildings Decorators Sponsors Visitors Services GM PM Commercial Team Communication Team Selection Preparation Fair After 1. A Premier Physical Space 2. The City Council Authorities 3. Home-refurnishing Services 4. Professionals’ Decoration 5. Sponsors’ Allocation 6. Food Services Prepared 1. Sales & Commercial 2. Media & PR Agencies Support Return Return Decoration Sponsors Relaxation
    • Research Topic: House Life to New Cities Market Entry Strategy Which cities/regions? Potential Competitors How to differentiate? Existing Model Key elements? Capabilities? Recommendation Rollout steps? City X: Overview City X: Criteria City X: Operation/Resources City X: Finance/Budgets
    • City X: Overview Country Y City X Buildings Decorators Sponsors Visitors Services GM PM Commercial Team Communication Team Existing Model Top class decoration spaces Where?
    • Where? City X: Criteria of New Selections Country Y City X Buildings Decorators Sponsors Visitors Services financial wealth of the zone, the colossal infrastructure of communications with the world - sound and predictable business and legal framework to carry out this initiative - iconic spaces/buildings available to attract local and regional interest - willingness of the decoration professionals to express and expand their business - interest of brands and sponsors to participate and be present in the event - skilled workforce to deliver a top class event on time and on quality - enough financial wealth and size of middle to upper social class - a breadth of decoration professionals looking to expand their business - the abundance of premier class historical buildings available to host the fair - the support of the city council authorities - the support to charities also present in the decorated spaces - the constant and increasing recognition of an upper class clientele who places the event in a top place of their social agenda (attendees frequently include politicians, artists, businessmen, …)
    • City X: Operation and Resources Country Y City X Buildings Decorators Sponsors Visitors Services GM PM Commercial Team Communication Team Existing Model Preparation Fair After 1. A Premier Physical Space 2. The City Council Authorities 3. Home-refurnishing Services 4. Professionals’ Decoration 5. Sponsors’ Allocation 6. Food Services Prepared 1. Sales & Commercial 2. Media & PR Agencies Support Return Return Decoration Sponsors Relaxati on Holding Company (TM Media EU) Subsidiary (City X local) GM PM Commercial Lead Communication Lead Home Refurbishment LeadAssistantCoordinator
    • City X: Financial Aid and Budgets 998,503 1,890,190 312,997 1,298,560 2014 2015 Profit Revenue Model (city X 2014 | city Y 2015) Costs Net Profit Total Income/Sales (sales revenue) 1,311,500 Marketing & Publicity (Magazine) 136,500 10% Sponsors 500,010 38% Decorators+Brands 374,990 29% Entry Public Tickets 300,000 23% Others 0 0% Exploration costs -43,000 Travel & Expenses -20,000 Company Incrporation -80,000 Legal Costs -8,000 Other Costs -15,000 Total Direct Costs (variable cost) -411,563 31% Fair set up -209,993 16% Magazine -45,000 Marketing -156,570 12% Second sales 0 Total Admin Costs (fixed cost) -586,940 45% Personnel -511,940 39% External Services (Legal) -15,000 Other Admin Costs -60,000 CONFIRMATION EXECUTION 2013 Jan-Apr May-Sep Oct-Dec Total Income/Sales 0 0 670,500 641,000 Exploration costs -43,000 0 0 0 Total Direct Costs 0 0 -284,375 -127,188 Total Admin Costs 0 -170,092 -260,530 -156,318
    • Research Topic: House Life to New Cities Market Entry Strategy Which cities/regions? Potential Competitors How to differentiate? Existing Model Key elements? Capabilities? Recommendation Rollout steps?
    • Competitors: Reference Vision To cover the globe on a 360ºdegrees in the top class decoration space Mission To expand the existing model to new cities Events To focus on home decoration artist project exhibitions and home rather than brands TM Media The leading European fair of home decoration arts Focused on Brands
    • Research Topic: House Life to New Cities Market Entry Strategy Which cities/regions? Potential Competitors How to differentiate? Existing Model Key elements? Capabilities? Recommendation Rollout steps?
    • Research Spec: Step by Step Global Market & Trends City Roadmap Decision Making Competitor Analysis The famous and similar events in the world Environmental Analysis home décor trends in the global market (each region) Five Force Analysis The characteristics of home decoration sector Capability Review value proposition operation model human resources finance City Criteria criteria card/score Rollout Steps City X Summary Execution
    • Research Spec Global Environment vs City Criteria Card Support City Council Charities Buildings Target Buildings Decorators Decorators Interiorists Architects Sponsors Brands Services Home Refurbishment Restaurant/Food Service Skill Workforce Visitors Individuals - Middle/Upper Class Individuals - Artists Companies - Business Persons Competitors competitor 1 competitor 2 competitor 3 competitor 4 City Decoration Sector Visitors Current and pending legislation Regulatory bodies and processes International trade/monetary policies/exchange rates Regional style and fashion Media view and influences Ethic/religions differences Maturity of current industry Emergent trends of this sector Influence of business cycle Home economy situation and trends No. middle/upper class Life style and fashion trends Media views and influence Ethic /religions differences
    • Research Spec Industry Characteristic vs Firm Capabilities Entrants Suppliers Rivalry Buyers Substitutes Differentiation? 1. History & Trends 3. Strategy Maps 2. Sector Characteristics
    • Research Spec City X Summary and Further Execution Finance Human Resources Operation Marketing Strengths 1. 2. 3. Weaknesses 1. 2. 3. Opportunities 1. 2. 3. SO WO Threats 1. 2. 3. ST WT SWOT Analysis
    • THANK YOU! Kelly Chan