759 Marketing Strategy

Hong Kong Institute of Vocational Education (Haking Wong)

Department of Business Administration

GBS4381 Stage Report One

Analysis the marketing strategy of 759Store and its feasibility entering foreign markets

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Group Members:

Cheng Wai Hung

Hung Ka Shing

Kan Hin Yu

Wong Man Pang

Table of Content

Tentative Title        

Introduction of this study        

Forecast of 759 stores        

Scope and Limitation        

Methodologies        

1        Store observation        

2        Questionnaire        

3        Annual report        

4        Research on internet        

Appendix        

Questionnaire Sample        

Reference        

Tentative Title

Analysis the marketing strategy 759 store is using and identifies the market position in current market. Polarize 759 stores in global market with reference to our findings and analysis.

Introduction of this study

In this project, we have two major issues to encounter: to analysis the marketing strategy of 759 stores and study about their market share and positioning and to evaluate its feasibility on entering Asia and global market.

759 Store is a Hong Kong chain store selling groceries and snacks. The name 759 is the Hong Kong Stock Exchange code for its parent company, CEC International Holdings Limited. Its Chinese name originated from the Japanese drama Oshin. 759 stores mainly import foreign food items and sell them at a relatively low price compared with most other supermarkets (Welcome and ParknShop) in Hong Kong.

The first 759 store was opened on 7 July 2010. Following this, 11 branches in Hong Kong and 90 branches in total were opened by July 2012. 65% of 759 Store's products are imported from Japan. 759 Store has also expanded into other places, such as Korea, Taiwan, and Europe. As it expands, it is importing more items from different places like Taiwan and Korea. Under a membership scheme, its members can get even more economical deals. In December 2012, there were more than 120 759 stores.