Korean Clothing Shop in Auckland Am

Assignment 1 Organisation Background -Korean Cloth Shop- 21201043 Kendrick Oh TABLE OF CONTENT Headings rascal 1. Introduction 1. 1 Organization & Product and Services 1. 2 partys Vision and Mission 1. 3 Market Profile 1. 4 incarnate Objectives 2. nitty-grittys 2. 1 Corporate Strategy 2. 2 market Strategy 2. 3 Strategic linkage/relationship between bodied & marketing strategies 2. 4 Scope of Marketing Strategy 3. Summary 4. book of facts 1. Introduction . 1 Organisation & Product and Services Source http//www. google. co. nz/imghp? hl=en&tab=ii AM was built by chief executive officer Kim in the middle of Elliott Street, Auckland, New Zealand, started to word form its reputation since 2003. It is a Korean way of life style cloth shop and Kim named it AM because the word literally means identity. And now it became one of the most popular Korean cloths shop in Auckland city. Am of importly handles Korean style fake cloths in Auckland. However, they started to extent their localise of products handling accessories such as bags, hats and shoesrecently.The range of their products is now targeting teenage themes and up to age of 30smen and women who atomic number 18 provoke in wearing fashionable cloths. The ownership belongs to CEO Kim and below theCEO, thither is three Chinese staffs composited of one duty manager and 2 staffs who atomic number 18 operating the shop from 1000am to 700pm. Am does not ache other franchise or partnership in Auckland however they sell brand clothes and accessories from directly imported from Korea market. Am values the feeling of product and providing fashionable wearing in Auckland.It pays huge attention to the newborn fashion trends and trying to get high quality cloths from branding cloth companies with great reputation from Korea. 1. 2 Vision and Mission Vision fit in to Strategic Management-competitiveness and globalisation, (Hanson, Hitt, Ireland and Hoskisson, 2011, pageboy 18) vision is A picture of what the firm wants to be and, in broad terms, what it wants to ultimately achieve. It basically means that when a company has clear and good vision, the company is more likely to tension on achieving its goals. The vision of Am is simple which is, To become a attracter of fashion trend and introducing Korean fashion in NZ market. Mission below the vision, missions specify the trading in which the firm intends to compete and the customers it intends to serve (Hanson, Hitt, Ireland and Hoskisson, 2011, page 18-19). In other words, they atomic number 18 bundles of objectives to achieve their vision. The Missions of Am are -To build cooperative relationships between the suppliers and the company. To introduce Korean trends to young groups in NZ market. -To touch on to develop markets and extend the company throughout NZ. 1. 3 Market profileAccording to statistics NZ, Asian heathen group was New Zealands fourth largest major ethnic group after European, Maori, and Other Ethnicity, totalling 354,552 mass (9. 2 percent) in 2006. And Two-thirds of people (66. 1 percent or 234,222 people) who identified with one or more Asian ethnic group(s) usually lived in the Auckland Region(Statistics NZ, 2006). As you can see from the chart, thither was huge change of number of Korean in NZ. Chinese were forever and a day number one group in NZ and both Chinese and Korean know well each other in culture, therefore the main target markets are Chinese and Koreans. ltSource from Statistics NZ Census 2006 1. 4 Corporate Objectives According to Jim Riley, Corporate objectives are statements of specific outcomes that the firms want to achieve in relation of business as a whole. (Tutor2u, 2012) The corporate objectives are equal to those missions of Am. -To increase sales by selling Korean fashion cloths through the Auckland market. To increase the reputation of Am among young international group and become as a representative brand in NZ market. 2. Content 2. 1 Corporate Stra tegyCorporate strategy is the overall scope and direction of a company to achieve goals. (Business Dictionary, 2013) Stabilize the current position and build higher(prenominal) reputation in Auckland Market Make profit and survive in the market Hire more employees and extend the size of the shop 2003 2005 2007 flummox a leading company in fashion industry in Auckland 2009 2. 2 Marketing Strategy Product Ams products are composited of four main brands CC Collect, EnC, 96ny and Top girl which are famous brand among 2030 aged woman in Korean market.These brands guarantee high quality and great fashion backbone of cloths. For women, Am provides -Skirt -Mink Coat -Jackets -Shirt -Shoes -Jeans -Skinny pants -One piece -Accessories (Hats, necklace and etc. ) For Men, -Pants -Jackets -Shoes -Shirts -Belts Distribution The distribution system of Am is very distinctive compared to other shops in Auckland. unlike other shops in Auckland clothing shops, the CEO of Am Kim, goes to Korea four propagation a year to look at the products and blabs four brands shops in the market.Whenever Kim visits Korea, he looks around at the trends of fashion air in market and analyzes it by running through the market and chooses his own products to sell with his 20 days of experience. If he finds the products among four brands which he think they have competiveness in market, he orders the products and sends them directly from Korea to Auckland. By the time when Kim comes back from Korea, within 1 or 2 week, products he ordered arrive to his shop and after that, staffs break them and sell the products to customers in the market.Look at the Market in Korea Order the products v Receive the Products Display the Products Sells the Products Choose the products Place Am is located at Crown plaza, middle of Elliot Street where most of young generation groups of people visit to shop for clothing accessories in Auckland. Target Market As mentioned above, The Asian ethnic group was New Zeala nds fourth largest major ethnic group after European, Maori, and Other Ethnicity, totaling 354,552 people (9. 2 percent) in 2006.And harmonise to Statistics New Zealand, there was a high proportion of young adults in the Asian ethnic group, with 3 in 10 people (31. 0 percent) aged between 15 and 29 years. Am aims young Chinese and Korean men and women who are aged between 1830 in Auckland. However, if we look at the chart below, most of the main customers who visit Am are Chinese by 80% followed by Koreans 15 percent. 2. 3 Strategic Linkage According to statistics NZ Reference http//www. tutor2u. net/business/strategy/objectives. htm