Tm events market entry strategy research specification
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Transcript of Tm events market entry strategy research specification
TM Events Market Entry Strategy
Kelly Chan | Oct 15 2013
Research Specification
Research Overview: House Life Decorator Event
Decoration
Sponsors
Rela
xatio
n
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
Rela
xatio
n
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
Rela
xatio
n
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
De
co
rati
on
Sponsors
Rela
xatio
n
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
Dec
ora
tio
n
Sponsors
Rela
xati
on
Holding Company
(TM Media EU)
Subsidiary
(City X local)
GM
PM
Commercial
Lead Communication
Lead
Home Refurbishment Lead Assistant Coordinator
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 360º degrees 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