'Assistant Manager\r'

' facts of manner 2 72% University or preceding(prenominal) geographical HECK Island , Central, TTS Commercial Areas Source The Hong Kong Audit situation of Circulations Ltd & Nielsen Media line drawing card HECK Year-End Report 2012 Demographic According to the character reference from HACK Ltd and Nielsen Media Index HECK Year-End Report in 2012, 70% of skimers fall into the age range amongst 30-49 years old. It means that the readers argon used to read pixy side of meat news print. They ar allegiant to do for ain reading interest or line of work insight.For education background, 72% of readers has university graduate or above so that they be well-educated, repressions and in senior position. The readers atomic number 18 pull up stakesing to pay the spicyer(prenominal)(prenominal)er salute to cross quality news instead of disengage newspaper. The readers nether 29 years or below is wholly 19% of the total food food market. Geographic: varlet circu lates the stigma via channels like newspaper stores and expedient stores. well-nigh of the circulation gain from HECK Island, Central, TTS & former(a) commercial areas.As ethnicity was 57% of Non-Chinese and 43% of Chinese, it reflects approximately of the readers are impertinenters. Demographic & Geographic are presenting the similar data which means the result would be much truthfully and specifically. Most knave readers are of premium social status much(prenominal) as Managers, Executives and Professionals for self-use etc. For incorporated customers, play along surface with all over 50 staff or global firms, the subscription of pixie is a corporate plan. They are frequent and loyal users regardless of the advanceder subscription price.Also schools, universities, political sympathies, financial & banking clients are the major consumers. Behavioral: monkey bases on various consumers desires to stomach the following marketing plan. 0 Monday †Friday, corporate and fixed readers, regularly Sunday †leisure day, less regard, no corporate Saturday is more common for gambol seekers for The classified ad Post Company: At least(prenominal) exclusive copy of SCAMP daily 2. 2 Targeting The level customers are divided into B to C (Business to Consumer) and B to B (Business to Business) models.B to C (Business to Consumer) For consumer market, readers are decision makers, Government officers, Coos, senior executives, scholars, professionals, university students, and Westerners. Their average income belongs to high income sort out (40% monthly Household Income HECK $70,000 or above). They reach high expending power. Job seekers who olfactory perception for quality arrears employers and better pay offers will search the Jobs from classified ad Post. The employers / enlisting agents who expect for quality staff will place advertizing on Classified Post to recruit their staff.Besides, the consumers look for news wi th highest creditability and they are truly loyal to SCAMP. B to B (Business to Business) For corporate customers like multi-national companies, they are very loyal to SCAMP and purchase at least one print in the office on a daily basis for company image or quote SCAMP news as educational reference and or use published statistics in their problem subject areas. For primary, secondary and university students, information thorax encourage students to subscribe SCAMP newspaper to pull up their reading hobby. Undeniably, SCAMP is the leader of HECK English newspaper. . 3 Positioning SCAMP mission is ‘As we move forward in these rapidly changing times, stub be summed up in triplet words: Aspiration, Connection and imprecate. Aspiration: We verbalise look on and quality to our customers by enhancing knowledge. Connection: We bridge Hong Kong, china and the rest of the world, and we actively engage in these communities. Trust: We will grow with the region as the bank littoral on mainland chinaware. Being market leader in English newspaper, SCAMP won 11 awards in 2013, the Top Prize of Society of Publishers in Asia Editorial Award 2013.SCAMP gained the 1st rank of Highest believability in Hong Kong newspaper market tally to the pot conducted by Center for Communication Research of Chinese University (2011). SCAMP is consistently striving to seek ways to retain its market leader position in English newspaper market since 1903 and keeping the high standard in newspaper contents with highest credibility so that its readers are very loyal to SCAMP. 3. merchandising Mix The marketing mix is a business tool used to execute the market scheme into practical business activity.Our team is study focus on on newspaper business †South China forenoon Post (SCAMP) †an English stark nakedspaper, retail marketing price is HECK$9 from Monday to Saturday; HECK$II for Sunday Morning Post. The most all-important(a) value of the newspaper is Fair, Fact, Credibility, and fairness; it is why SCAMP can be the market leader and long lasting Product is â€Å"the unmistakable or intangible goods or services and how it can satisfy consumers needs and wants”. Products expect different life cycle, it will grow, mature and eventually decline and set phrase out.thitherfore, SCAMP has carried various point of intersection mix in order to extend the product line to potent the income and maintain the emersion of the business. Apart from printed copy, it has added digital subscription from 2010 as Internet and Smartened catch more common and popular. They throw away lurchd the reading dress of the whole world. Besides, mobile APS exertion has been added in 2012. Subscribers are Job seekers who expect to lift quality Jobs from the newspapers. On the other hand, it attracts employers or recruitment/hiring agents to post the recruitment advertisement on the newspaper.It is an important platform for Job seekers, employers and recruitment agents. Pricing is â€Å"the demonstrate of setting a price for a product or discount. The price needs non be monetary; it can simply be what is exchange for the product or services. SCAMP is carrying premium price strategy. From circulation information, its target customers are well-educated and belong to the group of mid(prenominal)dle to high income. They are less excitable (inelastic of convey) to commodity items like food and newspapers. Buying a newspaper at $9/$10 is not a concern to them.On contrast, Chinese newspaper surgical incision is large and very sensitive to penny change on pricing, hush unleash newspaper is popular in the market Premium pricing also represents the readers prestigious status and quality. High credibility is the most important thing to them. Apart from newspaper revenue, advertisement is one of the major income streams in SCAMP. It also charges the customers higher advertising price for posting recruitment advertisement if compa ring to Recruit, Jobs. It tells the customers that its readers possess good quality when they are looking for their companies.If the customers want to recruit people with high quality and capability, SCAMP is the only choice. Place (or distribution): â€Å"It is how to deliver the goods or service to the customer. ” For printed newspaper, Scamps retailing channels will be news stand or convenient store e. G. 7-11 . In HECK, TTS, Central and HECK Island, due to business and commercial centers are gathered with numerous westerners feeler from different countries. Hence, the circulation of printed copy in these districts is the most. For digital subscription, it is via mesh or mobile app.Promotion: â€Å"It includes various methods of promoting the product, brand, or company including advertising, sales promotion, publicity, PR, direct marketing, digital arresting, sponsorship, personal selling. ” notwithstanding SCAMP is a media, it also needs to campaign its busines s. Apart from putting advertisement on its let newspaper and website, SCAMP needs to promote its product via different channels. Loyalty discount to customer: exsert discount to loyalty readers, employers and recruitment agents who has subscribed its newspaper for a long period of time. SCAMP wins numerous Good Word-of-Mouth in this industry.It wins 11 awards gets the highest ranking in credibility in the HECK newspaper. E. G. Edward Snowmen fair selected SCAMP; it has shown its newspaper has high integrity to the public. It also Joins Job Exhibition Fair, Trade Fair, and Seminar to broaden its exposure to the public. 4. client Relationship Management Firstly, as mobile is the single fastest growing source of digital traffic, SCAMP continue to its existing digital offerings with new products such as SCAMP News Pulse, new bring forward app to enhance the relations with the customers, especially among younger generation.Secondly, if the customers have subscribed to the members of C lassified Post, they can search their Jobs according to their requirements. The Classified Post (â€Å" cupful) will keep customers C.V. and personal information in a highly secured way. Then, CUP provides Job Alert e-newsletter and course/self-enhancement information to subscribers emails found on subscribers, particular information. This would create a square bonding relationship between SCAMP and its readers. 5. marketplace Analysis 5. Circulation Source The Hong Kong Audit Bureau of Circulations Ltd deny price for SCAMP increased by $1 to $9 since January this year. The online subscription fee for scamp. Com has also increased in late June 2013. 2013-2015 According to the source from the Hong Kong Audit Bureau of Circulations Ltd, the daily circulation of SCAMP is around 100,860 to 107,629 from 2009 to the first one-half(a) of 013. The daily circulation is very stable within this period. still the circulation mix was changed once digital transformation was launched in th e first half of 2010. In 2009, the daily circulation was unaccompanied print adjustment.Once digital variation was launched, it commenced to grow from 3363 in the 1st half of 2010 to 18,149 in the 1st half of 2013. The growth rate of circulation in digital edition is 6 times in 3 years. there was a slight drop from 100,860 to 88,776 for print version from 2010 to 2013. This implies the fast growing popularity of phone affect the habit of readers and there is growing rend in digital version in the future. Michael Porters 5 forces 1. Bargaining force play of Paper Suppliers †overdue to the be of paper tangible increases, the paper suppliers will transfer the incremental cost to SCAMP.It is under great pressure to increase the price of the newspaper print. 2. Bargaining Power of Customers †Customers have piffling switching cost to read other newspapers. Besides, sluttish digital version is offered by HECK modular. 3. Threat of New Entrants †There are many Engl ish newspapers rising in HECK market like China mundane and Wall Street Institute which provide palliate newspapers at some selected estates. . Threat of Substitute Products †Due to growing popularity of phone, the customers have been changing their habits of reading newspapers.Digital version or mobile APS to assenting the updated newspapers create dangerous treat to the traditional newspaper industry. 5. Competitive ambition Within An Industry †The major competitors, HECK Standard is aggressively offering 200,000 free tabloid newspapers distributed in different districts on a daily basis as well as providing free digital version to their readers. Competitor Analysis The Standard is doing the same as SCAMP to provide English newspaper print, digital erosion and Job searching function.The Standard has changed to a free newspaper since September 2007. On the other hand, it provides different levels of subscription discounts, which include digital subscription only an d print plus digital version subscription. It also offers corporate digital subscription which allows multi-reader access to the digital version. The subscriptions allow readers to access their online and tablet content unmeasuredly. We have made a comparison table between SCAMP and The Standard so that we can have more intelligence of the keen aspiration in the newspaper industry.Comparison of SCAMP and The Standard SCAMP The standard price $9 Free (1st free newspaper since 2007) Digital fluctuation Yes Yes Daily circulation Format Black & white, standard size Full-color, Tabloid Functions Archive news up to 10 years Archive news up to 1 year *HACK Audit July-DCE 2012 ** â€Å"The Standard” formal website Strength Diversified information SCAMP has published diversified information. It includes the information of current issues, information of sports, property, finance, lifestyle. Also, it encloses Classified Post for Job seekers; Young Post and Education Post for s tudent subscribers. Market leaderThere are not much English newspapers being published in Hong Kong. The major competitor is The Standard. The competition is not keen. Thus, SCAMP is the market leader among English newspapers. Sustained demand SCAMP targets high-educated customers. Usually, they earn more, they can afford more. Also, those NC corporations, universities and outside residents all have regular subscriptions. There is sustainable demand. Weakness Increased staff & production cost Source: SCAMP convention 2013 Interim report †Extract of Income statement Staff and production be have increased for about HECK$48. Million and HECK$3. king of beasts respectively. It is mainly due to the increase in headcount and SCAMP Group has included the production of ELL on 2013. It decreases the net profit. Less popular in HECK It be HECK$9, which is the most expensive newspaper in Hong Kong. Also, its massive in size. Its inconvenient for readers to carry it around. Mor eover, it cannot satisfy those non-English readers. It cannot become a popular newspaper in Hong Kong. Subscription for unmeasured digital access If readers want to have unlimited access on digital access, they are make to subscribe by money. However, other Hong Kong newspapers, including TheStandard, are free of charge on digital version. It may abash the increase of digital readers as they may prefer choosing free information. Shares have been suspended trading Its shares have been suspended trading in HECK stock market since 26 February 2013. SCAMP is a listed company in Hong Kong, however, its percentage of public float confidence on the investment and the public image of SCAMP has been affected. prospect Increases on demand Source: HECK Census and Statistics subdivision (â€Å"HACKS”) website †Population statistics Source: HECK Census and Statistics Department (â€Å"HACKS”) website †irrelevant companiesThe above statistics has shown that HECK pop ulation has kept rising since mid of 2010 to 7,KICK in the mid of 2013. It has also shown that the number of foreign companies setting up local offices in HECK has increased. There is an opportunity for SCAMP to acquire more readers from the growth of population and foreign corporations. Hong Kong Government has promoted post-secondary education since the previous(prenominal) decade. The below 2 tables have shown that there has been an increase trend for people had Post-secondary education nowadays: The demand of English-language newspaper has been increasing with the rising umber of high educated people.Expand new market It can stretch new market by the advancement of engine room on digital version, for example â€Å"Southern China” as there has been an economic growth in China in the recent years. Threats Keener advertisement added competition The Government has increased 2 new free licensed TV. The advertisement companies have 2 more advertising channels, so there would be keener competition. fall newspaper revenue Source: SCAMP Group 2013 Interim report Revenue from newspaper has been fall for near HECK$5 million for the 2 lag periods. It indicates less people are willing to cloud newspaper.\r\n'