Labu2051 - Assignment 2
Autor: Chester Au Yeung • April 27, 2017 • Essay • 1,192 Words (5 Pages) • 635 Views
To: Mr. Dennis Zhang, Managing Director, Shanghai Golden Wheel Fortune 100 Group
From: Leslie Chu, Communication Manager, Shanghai Golden Wheel Fortune 100 Group
Subject: Recommendation on the corporate name and brand portfolio for Shanghai
Golden Wheel Fortune 100 Group
Date:
- Introduction
This report provides recommendations to overcome the company’s name and brand issue at Shanghai Golden Wheel Fortune 100 Group. It aims explicitly to provide solution for company’s budget improvement and customers’ unawareness caused by excessive brands and lengthy corporate name.
Due to recent incidents, the Managing Director, was concerned about the negative influences on its own budget and corporate awareness. He instantly requested his managing team to provide suggestion for decision on corporate name and brand portfolio to amend its reputation and profitability.
The managing team completed this report on 23 November 2016. We conducted a short team meeting about the decision on both incidents within couples of hour.
This report gives thorough understanding of the two incidents above. Due to the urgency of issue, we were only able to receive the advices from departments’ representatives in meeting.
The report will provide will provide conclusions followed by the recommendations, and then the findings.
- Conclusions
Based on the findings below, we reached the following conclusions on Shanghai Golden Wheel Fortune 100 Group’s name practices:
- Shanghai Golden Wheel Fortune 100 Group’ name make customers complicated to aware due to its length and insignificant.
- Shanghai Golden Wheel Fortune 100 Group has poor brand portfolio which lead to a heavy burden in company’s financial budget and ineffective brands promotion.
- Recommendation
As current name portfolio have caused Shanghai Golden Wheel Fortune 100 Group enhance the budget and efforts on advertising and marketing, and have caused Shanghai Golden Wheel Fortune 100 Group to be unrecognized by public, we at managerial team recommend the following:
- Shanghai Golden Wheel Fortune 100 Group should propose a new company name with short and noticeable characteristics to enhance the corporate’s awareness from public.
Shanghai Golden Wheel Fortune 100 Group should denominate corporate name as “Asiacycles” to be the representative of Asia bicycle culture and build a group identity to raise the customer recognition.
- Shanghai Golden Wheel Fortune 100 Group should communicate with plant managers and dealers about the decision of brand portfolio management before practicing the management procedures.
Shanghai Golden Wheel Fortune 100 Group should make arrangement on balancing conflicts from plant managers and dealers to satisfy their needs and reduce the clashes and loss within factories and outlets.
- Shanghai Golden Wheel Fortune 100 Group should replace the “White Horse” brand by “Phoenix” – to address its racist image under the influences of Phoenix’s reputation and world accomplishment, and use “Fast Flight” to replace “Fast duck” for quality enhancement and standard improvement in factories owning to Fast Flight’s awards validation.
Shanghai Golden Wheel Fortune 100 Group should promote 3 popular brand names; they are “Phoenix”, “Fast Flight” and “First Eagle” to create a professional image in Asia market, and concentrate the marketing efforts on these brands for budget saving and better promotion effectiveness.
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