The document outlines a business proposal for "Jellyfish @ Home Aquarium", a themed souvenir shop to be located in Ocean Park near the Sea Jelly Spectacular attraction. The shop aims to satisfy visitors' interest in marine life through its merchandise, workshops, and aquarium supplies. It will target families and marine lovers, both local and from mainland China. The proposal discusses the shop's location, merchandise assortment, customer service, store design, pricing strategy, and communication mix to differentiate it from competitors and provide a unique experience for customers.

1. Chan Mei Wan, Melva 08579292D Chung Hau Lam, Rainbow 08559072D Choi Wai Ting, Kris 08564788D Yan Wing Ki, Jackie 08501570D Jellyfish @ Home Aquarium Retail Mix Strategy at Ocean Park

4. Overview

6. Target Market & Business Mission

10. Situation Audit Market Factor Competitor Factor Environmental Factor

11. Market Factor

12. Competitor Factors

13. Environmental Factors

14. Retail Mix Location Merchandise Assortments Customer Service Store Design & Layout Communication Mix Pricing Strategies

15. Location

17. Why Ocean Park? Why SJS?

18. Reasons for opening our store next to the Sea Jelly Spectacular (SJS) : SJS is a popular & unique attraction Our store is going to serve as a complement of SJS SJS is easily accessible located at aside of Cable Car Station SJS visitors are going to be attracted A large pool of potential customers can be attracted

19. Customer Service

20. Specialists’ Consultation Confident Benefits: Acquire further knowledge & Information about aquarium More confident & Interested in raising marine creature

21. Workshops – Create Your Aqua World Extend your memory of Ocean Park

22. Storage Service Provide Convenience

23. Merchandise Assortments

24. Key Categories Marine Creatures Aquarium-related Equipments Books, Magazines & Videos Non-living items as Souvenirs

25. Key Categories

26. Key Categories

27. Our Assortments

28. Store Layout/Design/Display Visual Merchandizing Atmospherics Spacing

29. A. Visual Merchandising: Fixtures Wooden Racks & Slat-wall Displays

31. A. Visual Merchandising: Fixtures Books & Magazine Ranks

33. A. Visual Merchandising: Fixtures Aquarium Fixtures

34. For Decoration Purpose

35. For Demonstration Purpose

38. A. Visual Merchandising: Presentation Techniques Idea-Orientated Presentation

41. C. Spacing: Store Layout

42. C. Spacing: Signage and Graphics Aqua’s Home Aqua’s Knowledge Aqua’s Appliances Aqua’s Fun

43. C. Spacing: Allocation of Merchandise Categories Aqua’s Knowledge

44. Communication Mix Public Relations Advertising Sales Promotion Direct Marketing

45. A. Public Relations

46. B. Advertising

47. C. Sales Promotion No Frequent Sales Promotion

48. D. Direct Marketing: Customer Retention Program

49. Pricing Strategies

50. Prices for Merchandise in Key Categories

52. Leader Pricing

53. Competitor Pricing

55. Growth Opportunities Growth Opportunities Market Attractiveness Competitive Position Market Penetration Increase the size of the present store High High Increase the amount of merchandises in the stores High High Open additional kiosks with Ocean Park High High Market Expansion Open stores outside Ocean Park High Medium Retail Format Development Through electronic channel to order tanks & equipment High Medium Diversification Open café aquarium targeting middle-class Medium Medium Open home aquarium selling broader categories of fish, not only salt water fish High Low Manufacture and sell décor furniture Low High

56. Conclusion

57. Free-standing Stores Location Strategy Customer Service Merchandise Assortment Pricing Communication Mix Store Display And Design

58. Location Pricing Communication Mix Store Design and Display Customer Service A Few Categories Private Labels Few Items in Each Category Assortment Strategy

59. Location Communication Mix Store Design and Display Customer Service Merchandise Assortment Modest with sales Follow the leader Pricing Strategy

60. Communication Mix Magazine, Internet Ads Special Event Store Design And Display Customer Service Location Merchandise Assortment Pricing

61. Store Design and Display Free-form / Boutique Layout Customer Service Location Merchandise Assortments Pricing Communication Mix

62. Customer Service Plenty Location Merchandise Assortment Pricing Communication Mix Store Design and Display

64. The End Q&A