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% &6  &(% !   !-%" /+%  -'% +%1-'% %+  !-%8 %718#  8%. -'% '  -'%%T%   8 ! "!718#S4' %1! 8    %-'%S-6%  !-%  6 S4' " & &6  !-%  %5  % &'58o/5 %&6  +  " ( 5&"& "!( '5(+ ( -%+"   8 "!7(8 % ! 71+-%+  S4'      71+-%+&''+46 % & /( !% (    !-%" /+% +    "!( 8'5(" 0 718#%1" 0 &' &(&%"!5( 5  +"   (% $$+% w!&'" %1" (  5 *"!%  718#5% & % 4  ( % $$ &6+46 -'%    "      +% 71 (%(   ' ""! 718#( !

18

2.5 (#+%  8(  %%( 2 (#! (#+% -'% -% &'-%" 5  &'"   !-%" ( -' % - % (Personal Selling !- % Direct Selling)   &' " -'% (Media) (   " 1(#&' 2.1) 1(#&' 2.1 7 #  (#+%   Direct Marketing 87 -'% Media Direct Marketing

+8"   Personal Selling

-'%5(/& Direct Mail -'%%T%   E-Commerce -'%  Mass Media Direct Response 8. Tele Marketing T% Catalog Marketing

19

1. +8"   (Personal Selling) (  -'% 8"/   -'%"!+%11 "!718#S-6%   % &6 "     %+%S*15  &' ! !+8" -% -  &'&%!  1 -  &'%1"     -  -'%1; - + T 2. 8 87 87 -'% (Media Direct Marketing) (   &'   1;"!& -'%  %  (Two Ways Communication) ' -% -'% ! 71+  %5( "!71S-6%&%  &'71S-6% *% 71+58 8 -'%&'"&  &6 - -'%5(/& (Direct Mail) - -'%%T%   (E-Commerce) - -'%  (Mass Media Direct Response ) - -'%8. (Tele-Marketing) - -'%T% (Catalog Marketing) 8" !  -%  &6   ; 87 -'% (Media Direct Marketing) %/ &" -%" -'%  

20

•  ! +  

+ (Direct Selling or Direct Sales) (  ! 4' +%  (Direct Marketing) S4' & !   %&  +%  ("  - "   +  -'% + ( &'&7  &' '5(  6 4   ( % "   + -'%  %+  1(  , S4' 1(  (# , &'5 7 - " -'%  , + 55" -'% 8  "!$"   -'%"!    +    -'%"! -'%*-%4 % &-% -'%    T%!-% '  7 8 -'%   + "! 15!T #(&&&'  "!1  "&'  +46  2.1 5 (&&%&+%   +  &' +46

21

 2.1 (&& +   &'   (& (&&    (Comparative (Direct Marketing) &' of Qualification) 1    + "   + 8  . !$ !-%    2  ! & -'% 5+"  !    + -%   "!!   8      3 }% }%"!&/" +    +  %  +

4

8o/

5

 (  

+ (Direct Selling, Direct Sales) Sales) "   '5( 5   . % 5& -'% 5+ 5  

&}%&'   +6 % 1 " ! "  &6    +   }%( (   &  8( }% " /71+ ( !-%   +"! *(   +%%  % 5"! T"  +   " -'%!1(  -'%    1 -%    -'%  (%+  7  8 / (   "!   +/   7 -%'  , (  , (   /

22

  &'   (&&    (Comparative (Direct Marketing) &' of Qualification) 6   7  &'& (  % '5("!1

+ (Direct Selling, Direct Sales) -%!  &'&  ("! &' $ % & /;  & 1 ( 5  !!–( +% 7#j&'5!-% "  "!7(8     +/   "!7%     -%' *4 %&'/  !  !-% 8(5(% &'  (. &    .1    -'%  

-'%*-%"!/   &'& /; 5!%  +% 1  %+("!

7 8

   !! +%  

 (   !!+%  

9

    +

 "!7(8 1 4 %"  +( T S-6%6 6 &' %

10

    

11

! 1

12

1 (!

5&    .1          " -'%( ! !% +% 1-1%%5T 7%  6 S4' %&'5(%1  7-'%+ + & (! 55 (! 1%  1     1  ( 1'5(5 ( % 1

23

2.6  +% -'% !  •  8" -'%5(/& (Direct Mail) Mail) ( -' % &'   "  !      &   /  ./- % *+*4 18 &( 5(5&'71(% 1 -'%  ( 5(5% + 1 * ! "  -'% 5%  ( &&' *'5 & !T 7    8 &6 5 8  5(/& !-%7 8(  ! 7  "(8o/   (  +%& 1. *-%1(!5 2. -%1(!5   1 j#1.  3. *( 7%15T +% & 1.   %! +% 1&'%% + 1 2. ;-'%&'%1+% 1 (%-' , +% 1 %5 5 %% +% 1 3. 1  "!$%(% 5 "&'T56 !   5(" 1. -'%71(%-'%&'%1+% 1 2. -'%  !-%& -6%!"  -'%  3. -'%&+ + 1

24

•  8" -'%%T%   (E-Commerce)      %  T  %    ! - % % %  T  6 *  "!    5 %    5 & +%     -'% +%  -'% 1 *(% -'%5!T5 +46 %1 +% 1 +%& 1.   '  2. -%(!5 3. *  + 5% 4. & -'% % % -'% 5. ( 8o/&'  7*4  (. +% & 1. "&  "!7%%5 1 &' 2. %( 7 -'%  3. " 1 +46 -'% , 4. 1(!% & *" +*4 Internet 5&  5(" 1. -'%%   ! "     2. -'% % ' %    % -'% 1  8; % ' "!+%1&' 1+46 •  8" -'%  (Mass Media Direct Response Response) ( %&1(! 4' ! S4' % % 1  %+%17 -'% "   ,  !  -%   (8o/ 25

+ * (8o/*5kk 8&   +  ---*- 8 !-%% -'%%   8   (#+% -'%   &6

  Magazine +%& 1. *-%(! &'S-6%   2. &-! "  -'%  3. #"  -'%  1 4. *-%"#/"  -'% 5& 5. %+% -'%  71% T5% 5%& +% & 1.  -' %      &'   + %+&'  % 5 ; 2. " 1  5(" 1. -'%%  +%  -'%  2. -%' -6 &'"  -'% 5  3. -'%%  -'% %718#"  !  -% Newspaper +%& 1. &!+% 6

 " 2. + +%  -'% &-! 1 * -6%!!-% ! &' 5 26

3. * -'% *4 718#8 "    &'5 +% & 1. 1(: % (% ; ' &'1 "5 2. (!& !15 " 15 -'%

6  3.  6  5(" 1. -'%%  1+% 1%  2. -'%% (!"! 8     " ; 3. -'%&1&'& %% "!+%1! 6 *4 1"     (  (Outdoor) * (*5kk ( 

 (8o/+ *

(8o/+

+%& 1. 1!T 5  2. +*4 1(!%  3.    1&'!T & +% & 1. "  -'%   ;+%&' $ 6 2. 5&-!  -'% % "& 

 3.   1  5(" 1. -'%% 1(!    27

• -'%  * &'S-6% Point of Purchase (Promotion materials at recruiting location) +%& 1.   ""!15& 2. -'%&-! "   % 1 +% & 1.  -'% *4 15T%-'%1*4 S-6% 6  5(" 5(" 1. -'%&./ 2. -%' % '%  "  -'%  • && Radio and Television +%& 1. +*4 1(!5 %(:   2.    "5&   !  -% +% & 1.  + 5 %&  2. " 1 3. &  6 "  -'%   5(" 1. -'%% %6  &' -'%5( 1 2. %5T

28

•  8" -'% 8. (Tele(Tele-Marketing) 8.-'%+  8 "!718# ( -'% -% -'% &' $+%   &6 "8.-'%%1"  +   %%+% 1&'71(% " -'%%-' , %%18"8. +%& 1. -%1(!5%  2. "   -'%"!%&'&1 3. ( 7T +% & 1.   " S-6%0 +%1 1 2. 5 *"5"  3.  1 "!(: 5   5(" 1. *&%8&'  "!( #" " -'% (# &6 2. -'% %   ./"    %   ;1   (! 3. "; * &'&+ + 1 4. -'%&+%1+% 1 1 •  8" -'% T% (Catalog Marketing) 5-%   T%&'7#j  , 5("!1 ! % 7 5(/& !-%%  5 "   -' % "! 1    &' "!  5(% T 5  " (     -' % & ! +46 4 &  %"!1(! -'%

29

%  % ! - % &    T % %  T  %    " - % +   % % T T5 & +%& 1.  -%15 0 +%11+% / 2.  +%1   5( (!;&'5-%5 3. *(  % +% 1  5   %     -'%%-' ,   5(/&  % % T (  4.  1"!5 !71(%  T%5"  1 !   1& " 5. ( %T +% & 1. &' !(!0 +%15 2.   %1 1 3. +% %&'  "!%5 % +% 1 4. ( % " &&'  T%5( 5(/&  5(" 1. -'%%   +%1&'  " (&' 2. -'%% ./"   %   3. -'%&+ + 1

30

&' 3 * +%  "  (. 3.1  8+%  "  (. 5   !T 57  " 8(%  8( %%&'" -'%" 1( , +%   % % T 8. !-%&& S4' &8  8 " 8 6 '+46 8%    " 1(#&' 3.1 1(#&' 3.1   .#8+% -%'  , " 8(%   (%  8(  %% 180000 160000

In thousands

140000 120000 100000 CEECs West Europe

80000 60000 40000 20000 0 Internet users

Mobile telephones

Cable TV

Source: European Information Technology Observatory 2000.

" 8(%  8( %%&" -'%-'%   % % T 8. && S4'   "!!T $8+% -'% ,    " 1(#&' 3.1

31

1(#&' 3.2    '   71" %  % T"  " 8(%   (%  8( (  %%( %%( 2005 Internet Internet users users 300 300

Year 2000 2000 == 100 100 Year

250 250

CEECs CEECs West WestEurope Europe Total TotalEurope Europe World World

14.62 14.62mio mio

Number Numberof ofinternet internetusers users

200 200 150 150

5.87 5.87mio mio

100 100 50 50 00 2000 2000

2001 2001

2002 2002

2003 2003

2004 2004

2005 2005

Source: European Information Technology Observatory 2000.

   71"% % T" 8(%  8( %%( 2005 6 &    '+46    " 1(#&' 3.2

32

1(#&' 3.3 :      (" 8(%   (%  8( %%&' ( 8 8. M M oobbile ile telep telephhoonnee su subbscrib scribers ers 330000

CCEEEECCss

Year 2000 2000 == 100 100 Year

220000 115500

4466.8 .822 m mio io

W Weesstt EEuuro roppee

225500

Nu Num mbe berr ooff m moobbile ile te tele leppho honnee su subbscrib scribeers rs

1177.9 .933 m mio io

110000 5500 00 22000000

220001 01

22000022

22000033

20 200044

22000055

Source: European Information Technology Observatory 2000.

!T 5 &'"8. -% 50   " 8(%  8( %%" ( 2005    1(#&' 3.3 6 5  "!!T *4  $8"   (" -'% "-'%%   " ( (    !(.5 &  "    %   !  8; 8%. -'%  * S4'  T"! %  8;% ' +%1 *"   " (.% n/  *  !  " -'%   !"!1 " (.% n/ !( ... 2005 6 &" 1 *4 2,371.32   (%  S4' -'%(&&"" 10 (&'7  6 '+46 *4 118% 33

" ( ... 2005 &  !"!718#    5,135  ; S4' &%&-% !&'  %(8#8#&   4,002  ; !%&   1,132  ; ( -'%&' *% 7 &'5-% 1" (.% n/    67%   (!-'%55 " 1%&   45%  (! % 1   32%  %-'%5!#" 12 -%  1   42%   ' S-6%  %

3.22 &.4/ " (.: 3. / "   "  (. (.: % !0%

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 “%” ( &'!   5%6 +46 " ( 1962 8 Mr. H. Lee Scott, Jr., (President and CEO) %  (    " 1 (   ,  Discount Store Super Center Sam’s Club !-% Neighborhood 34

Market " 11 (.'8 5,720 + &.1    160 !  & *+% % %& 5,000  %" (. !0% #" (. 6 8 1 *4 60% S4' &   ++% % -%0  Alaska, Arizona, Arkansas, California, Colorado, Connecticut, Delaware, Florida, Georgia, Hawaii, Idaho, Illinois, Indiana, Iowa, Kansas, Kentucky, Louisiana, Maine, Maryland , Massachusetts, Michigan, Minnesota, Mississippi, Missouri, Montana, Nebraska, Nevada, New Hampshire, New Jersey, New Mexico, New York, North Carolina, North Dakota, Ohio, Oklahoma, Oregon, Pennsylvania, Rhode Island, South Carolina, South Dakota, Tennessee, Texas, Utah, Vermont, Virginia, Washington, West Virginia, Wisconsin, Wyoming "  &' 28 #  2007 &78+% % -% /&    +6 ! 6,675 ! S4' " &' &6 5       8 (Discount Store) 1,075 ! , &S((%ST % (Supercenter)    2,256 ! , Sam’s Clubs 579 !  +85(  (. !-%% & 8 (Wal-mart goes global)  %"  (. 1. (. %   (Argentina)    14 ! 2. (. S (Brazil)    302 ! 3. (.   (Canada)    289 ! 4. (. & (China)    73 ! 5. (. %  (Costa Rica)    139 ! 35

6. (. %S% (El Salvador)    63 ! 7. (.  (Guatemala)    133 ! 8. (. % 1 (Honduras)    41 ! 9. (. $&'( (Japan)    392 ! 10. (. TS8 (Mexico)    896 ! 11. (.  (Nicaragua)    40 ! 12. (. (%88 (Puerto Rico)    54 ! 13. (. % n/ (United Kingdom)    336 ! 14. (. % & (India) "  &6 Wal-mart        $$  Bharti Enterprises " ( 2004 &%+*4 258   !&$ !0 & 1   +  5(%(( " % (   138   ( 5   .  7 "      -%"     //"!$    " % & %++%  / " ( 2003-2004 %++%    8+46  7.2 % +&'%++%   " % 8 1 *4 13.8 %  %+"  S1( (% 8%-' , 8+46  6.3 %  6    -%% "   7 % " %(&' +%1&' POS – Point of Sale data    !-'%   71&'$+%   T +%1&' 8 n718# Category Insight  Product Knowledge -% +46 "   5(   ,  "!,6 ,8(8'  Supply Chain S4'     Every Day Low Cost / Every Day Low Price 7&' -% T-%  5(&" + + 36

 +% %  8;&'1+% % " ( 8  & "   "S-6%  " , %+ 94%  6    !" $-% %   Right Product Right Place Right Time Right Price %  (&&%+-'%6     Ultimates  ++%  '5( "  4 (! 7(w %+&'5 2  !&$ !0 6 ( %+" % "  (& 8%-' ,  250,000 !&$ 7&' % ' T-% " ( 2004 %+;" % &1*4 18% +% %+6 !+%    !0% +&'%++% %'8" ( 2004 8 11.3% %++%  " %8 15% !-%&1*4 4.4   !&$ !0

%" ! 0 %    %   +  - %   /  5(" 8   Bigger / Stronger / Break Through Ideas    Break Through Ideas    %  %1" *  win-win  6 1  5+*4 +%1+% 718# (! &' "-'%  &%1&5% T '8%    "! , %5    5&' %" ( '8% &' +5 % 1&' "  -'% +#8  % +% 5( 1( Wal Mart – A Health and Wellness Destination %5( % 7&'5  Big Idea -'%6    Hot Pocket  "!+&'% %

& 6 89 ! 7(w   speed-to-shelf  "!+ * % +6 !  %T( 90% +% &' 5 !0 (! &' www.brandage.com) "     6  55(*4  "! $5( #   6 &6 % +% !0%%+% ! "!   &' !  % (  &' 7 % 0 !   ACC  6 S4' ' "" -% 37

 2007 -'%/ ' % 6 &6 !0(   %%   &' $ +% 58&1  %%;&'( 36,000   %  5  ( &   !        6     '         5& ( ! (&"!$" TS8 6 %  &( " ! %&'TS8 "  4' (! +% ( 2007 &6 ! &'%&7 (" !0% *1% S4'  %&

8+% TS8%% &'% "!&   !71&5 % S4' ( &' *   "!$5%"! -'%-%   2006  TS8%%"% $"! "! 5   ! 4' "

6 -% % % TS8 !-% %TS (Walmex) " ( 2006 %  13   -'%"!(+% TS8&8% +*4    +46 !%TS &6 }     -'% 6 1'5( + T 8( +" ! (&+% % &'&%1 558 + S4'  &671!+% %' "5 1S-6%  " ! +46 1&'"  (   (&" (  5  6 '& 5" ( 2011  +% TS88T +-% 8% %&6'  ./0&'8T &' %  -'%8 T&! &6 & '+46 " (  (( 2006 %1&' 30,650  !&$ !0

38

3.33 &.4/ " (.5: 3. / " (.5: /.&5S((%   (! ) ! )

#+% / /.&5S((%   (! ) 717-'% " 8%! & "!$ &'   " 8  /  .& 5  5   - %   & & 5 T    + .&5S((% 717-'% " 8%!  & ( 7 &&5T ( 6  ' ".#&'&   $ 

  $ ( ! &'! /&& 5T    &&5T 5 5 "/.&5S((%   (! ) " ( 71    "!7 # j + % .& 5 &' 5( &'& "!1'"   +46    +%   ( ( % lock & lock % !  &'&1'% !.  6    "!+ 11 &  S-6% &1(   &!-%  55T&'   6 .&54 % !(!"! &1(   &%&! 4' &'! S-6% 7#j"!% % ! # * %%! “lock & lock” 4 ! " blue ocean &' !%  "!&'+*4 1"!&' &.#85' %1&' “.&5  &&5T &     4 5%!"!&&5 T ( 71  !-% 5T T6 *4  39

 "!  +% .&5-%% !# * %%! lock & lock 7       28 &  (%77 -'%8. 6 k&&& && *4 %  ++% &&5T” ( ! &' ! &&5T 

  $ 6 %& -%+% 2 / &'&+T    .&5  + 5T S  8% && 5T T ( 71&'$  S4' *-%(  convergence 6 2 %  + % - 8 &&5T !1 &&   %"! .&5 ( 71(+% 1 *-%(    "! !8  &65   5(( 1 " 5 S4' 7(: (!8 *  & (lead) !-%(! lock & lock  5,000    %+"!.&55  /  .& 5 S ( (%       (! ) ( /   / " !$ " 0 71 7      & &'&# 1 8 8&%   7#j+% /57  %%"!  5S6 " S4' .& 5% & %%&'+" * % % % +% 15( % & 8%   !    +% .&5 -%  % !    S((%ST % + S4' & # &( 71+ 95,000  6 &6 ( 6 &'/ 5+ % " %   + %  -'% -'%   (!! 5(&'718#7 -'%+% && 5T ( 7 (!&' 5   7%%-% : -'% "&  8%! 750      2,500  ..&5S((% ( /& "  !! (.5 %6  40 ( &0 1%1" (. , '8 40

7& : /7  & % " +6 % 7 -'%"!' "  +% /&#&' &8  7*& % 8"-'%   300 -'% " 7 -'% &'&  % 1 & +  400  /&% 7 *  ' S-6%1" ( , 5  *   5% T +T (! 4' +% -% %%     k' 5 S6  +% " /  &   %% 7#j*4 20  S4' * % %% +% 15 /T    "1 7  :  +% &!! 6 k% %      -'% -'  " 775  " ( 6  *  %-' , %&  8"-'% %8 -'%'  ( # ( /&-'% ( 200 -'% &  7 -%  2,500   30% +% 7-'%(% 8%%&%T  -'% /&  $"  &6 8%%&%T [Original Equipment Manufacturer] !*4  76  % ! -'%(% "!717  % ! .&5S((% & 4 8  S4' 7   &  &6 1. 8  +  – (( &'6 +%    "!$) 6 %1&'*

+  – + /w1   8 

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% ! (1  ! ( 8  ! &6 7 (-% !% %&'  !*     *  & % * &'"" % !(8& 8  ! &65

41

!-%   / S %  &   " 7(-% !%%&' 3. 8   ( 6 %1"

% ! ( (% )  !& ( 8 ;& &'"!$&' ! ! 4' " %S& %%;& " 8  ! &67 -'% -' 8%&6       * + 6  *  6  -'% "5kk"  8 

&65           -' +% ISO 9000 %' 2000 4. 8  8 6 %1"

% !  &  !  & ( 8  7-'% "&  8%!&'"!$&' " 8 8 

&67 -'% " 8%!&'!%S((% k%   1   &  -'% ! #" (.  %% 8 

&6 5% $"!7  & #"-'% !+% / ,  S 5+%  %  ( S% ((.% n/) (  +% % ( !0%) %-' , 8  ! &6&  7 1 &' " 8 5     8  ! &6  -' -'%+% ISO 9000 %' 2000

3.44 !(( !!  T (Key Success Factors: KSF KSF)) 3. !+%1+% /" (.5 / .&5S((%    (! ) !    % " (. ! 0%  6 #" (. (.(  T ( $ +%  ("   " (

42

• (!!  T+%  / .&5 S((%   /.&55 T" 8&    (#+%  6 2 (# -% 1. +8"   (Personal Selling) (  -'% 8" -'%"!+%11 "!718#S-6%    &'/.&5 5  % "!   1    6 &   # 1   6 4   (  % &    !      /+%     +(   ./  /  .& 5  &     +&'  ( # &*4 95,000  2.  -'%&'" (Media Direct Marketing) 5  -'%( %   !     3 (# -% 2.1  8"T% (Catalog Marketing)  /  5 7   T %   !  -' % (%   "+% 1    #" &%& (#  &'% S4' &!!&'1 %  " %&(# 6 &-'%+%      6 &'%1"     2.2  7 -'%%T%   (E-Commerce) !   8 8& ' &'/.&5 5  "!1 -% &'1 *+&'  +% / 7  Website : http://www.srithaisuperware.com &   %+% 1 / +% 1   (#   +%18  7    ' S-6%     +"  8(8'  , &' $"   6 / "! $( ./   +

43

2.3  7 -'%  (Mass Response)

Media

Direct

2.3.1 " -'% ' -'%% % (Print-Media) -'%"!  % %%&+% 1 /   %77  8 &' $5&  8(8' "

6   ! " S-6%  "!1-'%S-6%   2.3.2 " -'%8o/ && -%&&5T "   %+  ./  7#j-'%* %%! Lock & Lock -'%    "!1&'   -'%&8o/ && 5T /"! -%1&'    !-% 8% +$& +% / 5 -'%& ' S-6%  &&5T 3.    + /"! $"  ! % (% ! S4' 5 %%( 2  -% 3.1 +% %+% % & ! %& , 5" T(5S+% /  &6 ◊ 1(7#j  "!1-%5!  !-%!. , ◊  & !     6 +%  &' ◊ &+% +% % ! 8(8' ◊ "!1& -%"  -'% 5+   S4' *   !-%8% +$& +% / -'%& ' S-6% ◊ &'   $    &'  "! 71 S-6 % (Risk-Reduction Mechanisms) & % " T(5S &'($! -'%   !-%($! +% % &' 7#j 44

3.2 & -%"!15-% (Optional) S4' ( '"! +% % 6   1(  &  !8(8' S4'  "! 1 "+% % , • (!  T+%  +%  !    % % (  T   !    S4' 5& (" 2 (# 1. "   + (Personal Selling) %! *4  -'% 8"-'%"!+%11 "!718#S-6%   %

&6 %   +""!15S-6%  4 %"  6 %4 &    +! $" "!1  -'% ( .1 &'& + %1'8  &'%1" % 6 &!!(# 8;% '   &'%1"      "!   (# S4' %   /" "!+%1 1&'*1% 1; 2. " -'% (Media Direct Marketing) (   &'    1;"!& -'%  %  ' -%5% 1 ' S-6%   (#+% -'%&'%"& &6 2.1  7 -'%%T%   (E-Commerce) ( &$ 8 8& -'% %% 8; % ' (. !0% ( (.&'&78(%% , &' *% % %    -%"!  6 71(%1  7"!%  Website : Walmart.com -'%

 %   %&   +&'1 *S-6%  5 !-% ' &' $-%  %8(8'  , +%  % S4' 5&   8(8' %  '   % %  ( ! 4' " !     &' " !$ &'   " 8 &8 1 + 1 6 #" (. !0%(.%-' , 4  "!&   " S-6% 0 +%11   , 6 &6-'% 45

% -'% 1 -'%5% % 1% T  % " %  S4' 5+&  -'%( E-mail  .  %%        &    " !    5 ( &'   "  T ( 5 S  &'   /      &   5  -' % www.AllIWantForXmasIsaPSP.com 8&   %%&  + Sony PSP for Christmas -'%1&'( T!-% !T  "!% S-6% ++%"!%S-6%  "! S4' T5%(: 5(  .&' "!+% +$ &'%   6 %T%   4 ( -'% $ ! %"   % % T 6 * "!    5%  ' &' $-% 1 *%&   %% % T-'% (%   "" S-6%    ' &'%  %  % %& T(5S 6 %%   nS-6%+% 718#" (. !0%S4' "! $ &'-'% " S-6%   2.2  8"T% (Catalog Marketing) 5-%   T%&'7#j  ,5("!1 !  5(/& !-%% 5"  -'%"!1&' " !5(% 5 " (  -'% &! +46 4 &  % "!1(! -'% &S& !-%& T%%T%   "  -%+ % % T 2.3  7 -'%  (Mass Media Response)

Direct

" -'% ' -'%% % (Print Media) % 5   8 S4' &%&&'  8(8' "!1*4 &' %  8(  !%1 8;% ' 5   " + -6 &' Northcross Mall

46

3. !#" !  " 6    &' "!%*4 !" $-% %   Right Product Right Place Right Time Right Price % "-'% Brand Focus,    ! , ! " +& 6 -'% Demand Creation Focus, " Bigger / Stronger / Break Through Ideas   Break Through Ideas "  (., " Renovation / Innovation    -'% 7  "! , !&'( #     % % -'%   -%/&'      /7 %  %   !- %   '   - %    /    "    n   71   8 #-' %   ! 7       -' % "!  !     1    (  ! %"   (The Steroids) ( -'% +%   &' &' (&' n+%  6 8-% Digital, Mobile, Personal  Virtual 8 Digital ""  -'% +%1 , 1 -'%(%  " S-6%  "!!T 7#j&'!%   (5 %"! $8;% '    %&"!1 -'%  "" S-6% 6 %5  Website -'%"!%&  (# " ! %1  ' &' %( -%   $ 2  -%

-  717   : %7  8 !  1(!5%   *  +%1+ &' &'  !-%5( 1(!58 %& S4' % *+%1( 771 "  5 %  %+% 1

47

-  718# :   T(5S &' 1 6 -'%% "!718# &+%1(%  "" S-6%   &' $% "! 718#&  +46 " S-6%   &' $-%   -'% 5+ !   "! -%"    &'  "!1  "S-6%  5 +46 -% "! -%  

48

&' 4 (#+% &' ! "    ""    -%' -%

"   !    "   % &      " 6 71(%% 1!-%(#+% &' " "  !   8'5(" !+%    " % +% & $ ( * &' &'  51  ' %  6 !  *.4/*4  $+%  T *% +% 1" 5

4.1  (#+%  (#+%  8 * %%( 2 (#! ,  &6 (#&' 1  !718# (Consumer Market) ( &'1S-6%  5("%     +%

%   4 *4   "S-6%+% 1;  6

 % .4/n  "S-6%+% 718#( ! 8'5( & &6 B to C !-%  Business to Customer

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" " & ( 6 2 (# +  -%  Business to Business  Consumer Market -' % "!    (8  1   !       S4' ( &'   %    % ((&' " " -'%+%  -'%"! 1(! &'  -%+%1 !1(!&'% " -'%%& !-%  &'% "8 .  S4' % &  7 %   -'% 5"!   7%  -'% 1%  +% "  +*4 16 2 (# 8 *  %&+% 6 2 (#5 &6 (#&' 1 : (#  %(8#  -'% (%., -'%  , * , -'% "5kk,   %(8#&'   ,     % (  5 kk  ,     -' %  % % (      ,     k% % -'% ( (#&' 2 : (#  8#  +%   %&' (#( , -'% -' &%%%, 881%, &' ( %!(  ,   (#' , %!+T , (#  -6%  %!% %! (#&' 1&' 2 6 *( "  Business to Consumer !-% B to C  &'%1" (# &6& + + 1 1    5&  S-' %    "      &'   $     "! % %    %4 %""!   1    8(   -' %  1(  ,"! %% -'%  !  !   + "!  %(8# 51

(#&' 3 : (# (&     S-6% ,    &'% 1 " !     ,   %!&' % 1 "  %!&' &! +,   !-'% '   !-%  '  T%,  +  ;,   "  S((%T    "  k 5  (#&' 4 : (#+   +      5(/&     " (#&' 3  &' 4 &   /&' *(   "      Business to Business &1(% !       !- %        !    8%.     %T%    "8. -'%%! 1 S4' *   &'( 1&'%  %+   "!+%1   8"8. 6  "! % % 1T !-%%  -'%%% % T !       " k 5  + %  S-6 %  108 Shop 7-eleven (  8-'%-'%%!   "! %+-'%&1S-6%     8 S4'  "! !-%71 7 **4 %+"    S-6%5 &'  $6 717  S-6% * !%+5 % &( # %&6 -'%%% % T * (8 % (#+      5(/& "! & 7       4 %""!   52

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54

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55

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56

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57

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 &' 2 ' %# % (External Factors) ( (&' 5 *5 (! &6&7%     +%  8" ! 71(%% % #5(" %   #" 5 ( ! (    !  &6    (&'  (   7 %      % 5 8&'!(# %(&' (   7&%     & 8% (Opportunity) !-%" O ( % !( # %  (&'  (    75 &  %     &   % (  (Threat) !-%" T ( % 8 ' %# %& 2  -%  #  !#    " 1(#&' 5.2 S4' % -6%!% %&"  %5( 1(#&' 5.2 ! * 

 ' %  (Marketing Environment)

55

5

 ' %# % (External Factors)

!#

#

 ' %#" (Internal Factors)

(  

%- ' ,

80

' %!# (Macroenvironment) ( '  % # %&' & 7  %         +% %    -' % ' % , &6(&'  ( 5(%( 6 8% !-% %( "    5 5 ' %!# &6(&' ( 5(% 5 % 5 * 5 *((&' "    " % "!!  (&' ( +% ' %!# &65 S4' ' %!#& &6 - ./0 (Economic) -    (Social and Cultural) - -% w! (Political and Legal) - 8 8& (Technology) - ' %  (Natural Environment) - + + (Competition) ' %# (Microenvironment) ( ' %&'"71(%  "!$ ' % &6&%7%    % +  8" ! *   &6    1(#&' 5.3

81

1(#&' 5.3 ' %#&'&'+% " ! * 

    (Suppliers)

'() (Company)

01 )     1. 01  2. 23 '14

0 567  

- 71+(7 (Suppliers) ( %&(! 4' &' $&' "! %  *  %+  &'&#5  -'% 71+( 7( 71(% *"!%  !&   % & %  "!% 5*&'&*1  "!%  *    +  6   75%&

-     (Middleman) ( %&&' ! &'  % 5( 718#

- 1!-% (Customer/Market) S4' " &' &6!*4 1 (!+% %  81( &' $"     4 %"+% 1( &'+% 5 5 '  %#" (Internal Environment) ( # % &'    *  5 "   ! ' %#"  (%5(   /  (Product or

82

Service)  (Price)  !  (Place)     (Promotion)  &'5

5.3 !1 (    ! (!   !  7#j) " !1( +%1+% 1 6 1 1    "!  0 + % 1  &' 71 ( %& -' % - % &'   " "  !1 &! STP  ' % 8 STP (%

S =    T =  ! (! P =   !  7#j % &'71(%  STP " 6 71(%% &" !+%1""  7  % 8"  +%1+% 1 &+6 %  ,  &6-% +6 &' 1 +%11 +6 &' 2 && +%1 +6 &' 3 !+%1-'% ! 1(!

83

+6 &' 1 +%11 " +%171(% *+%15 2 ! -% 1. +%1#" /% ( +%1} , &'&'+% " % &'1+% %   } } + }$& }  }    &'&'+% " T0 +%1+% 1 2. + % 1  # % /  %    5  S-6 % 0 +%1&' , !-%(&' 0 +%1  T5 +6 &' 2 && +%11 8   " T+%1 1((% +%1  +% +%1 8% +%1 71(%%   %-'% -% &' & STP Analysis && +%1&   * (T % ,  &6 - j (.  : . % %& 5 * #  .4/ -%6  .  + -% /%1%.  - j #1.  : !   + -%  #%.  - j  :  6    1(   & / 

84

- j n : *&'" S-6% * &'S-6%    &'S-6% (#+%  &'S-6% S-6%"  && +%1& ! (! && +%1 +6 %

&6-'% ! 1(!!1(!% 6 % && +%1&  !  !  7#j * ! 5 8 !  &7#j  Positioning Map ++%    #& "  *1  8(&&1+ + !

%! -%&& +%1+% 71(% 6 " T +%171(%% &T+%118  +%1+% 1    T+%1&' (  6 ! 5( %(  15 1( 4+%11& &6-%

1. 1'5( -'%  ! 1 : +%1   : % %&/ !  5 .4/ * #      (  +%1" % : &'%1 (#+% &'%1%. 8. ! 5(/& +%1&'S-6%   : S-6%%5 S-6%-%5 S-6%% 5 S-6%5 "   %-' , ( 

85

2. 1 -'%   !   : %&71% : -'%71% :  !   : !+8. : !  !   : !+8  : 7   : E-Mail : 71&%  %  %-' , (  %& : &'%1 :/" -% :! 5(/& :! / :!+ 8. :(#+%  :!+8  :7#j : E-Mail :       :! & +%  %-' , (  +%1&'S-6%  +% /: S-6%%5 S-6%-%5 S-6%% 5 S-6%5 "   %- ' , ( 

5.4  !    ! &' 71 ( %  ! *    ! 1      71(% *4 .#"     -'%71(% *4 .#+6 % %5( 71(%%  !     +% 71(% 8  ! 6   7 -  .  - # - (!/*(  -  %  -    ("     +6 %

&6 "   !    87    !   .  # (!    !     % SMART  SMART " &' &6!*4 86

S

- Specific

M - Measurable

% ; % * %5

A

- Achievable %  T5

R

- Realistic

% &( 5(5#"&'&%1

T

- Time

% & ! &'

 !  .  (Vision) (   !  ' &' 71 ( % % ( " %  8'  5(  .      5(&'  4 %"+% 1&'  -'%   ( !

 ! # (Mission) Mission) #+% %  ( 8  &' $&' "!*4 &    " ( +%  " + &6/&/" (%(#" 71(%%  ! #+%  %  &6 / %5 (What is our business?) / %5" %  (What will it be?) / %5" %  (What should it be?) "-%1+% / (Who is our customer?) /% % % % +% 1%5 (What is being satisfied?)

87

 6  ! #4 ( *4    +% " ( -'%(   "!*4 &"     ' %  !  #&'&   " ' &'%  -'%"! . &' ! 

 ! (!/ !/*(  (Goal/Objective) (  !+% 71 ( %&'  % "!      T  8 /+%  ! *( &'& & &6-% &( 5(5 *5 * ' &'% 5 +"  (  -%&'&!7 * 1  &'+%1% % -  5  *( % &'+%  &% " % &' 8 *%'  6 5  %  - '%+-%  5 (%S  - '   1"! 50 (%ST  #"  1 ( - 1&%S-6%S6 % % 6 -% % 1 6 ( 

 %  ( .4/ " ( +% 71(%&&' " "   %& "-'%1%+% 71(%"    " +% % ( '  ( % "   !  !+% % 5%  T%5   +% %  *!5 &6

88

      ............................  .............................. ..............................     *............................... ............................... ...............................    -'% -%-'% %( ............................... ...............................    (" 

 ("     ............................... ...............................

5.5    -%"  !     -%"  !  "S S (TOWS Matrix) 8SS (  % ! SWOT Analysis +6 % &'   -%"  !   8&+6 % "    -%"  !  &6

89

1(#&' 5.4    -%"  !  (% &' 1)

1. 2. 3. 4. (% &' 4)

1. 2. 3. 4.

8% (O)

(% &' 5)

1. 2. 3. 4.

%(  (T)

(% &' 2)

(% &' 3)

+T (S)

% %% (W)

1. 2. 3. 4.

(% &' 6)

(% &' 7)

 SO (  +T   ( 8%

 WO (  %8%  %%

(% &' 8)

(% &' 9)

 ST  WT (  +T !&&' ( &" !&%% %( &'+46 !&&' %( &' +46

"    -%8" TOWS Matrix ( 6 ! 9 % 8 ( % ! 4 % -% % &' 2  3 ( (#" % &' 4  5 ( (# % %  -%%& 4 % 5 % &' 6  SO % &' 7  WO % &' 8  ST  % &' 9  WT 8&+6 % " ! 2 +6 % -%

90

+6 % &' 1 (-'% 5("" (&& 8&+6 %  &6-% 1. (#" &' $&'  3 % 8(  +T 3 % &' $&'   %% 3 % &' $&'  2. (# %&' $&'  3 % 8( 8% 3 % &' $&'   %(  3 % &' $&'  +6 % &' 2 1 (-'% 5(" "    -%   !   1. 1+T 8% -'%   -%"  ! 8+& 7 " % &' 6 2. 1  %% 8% -'%   -% "   !   8  +& 7 " % &' 7 3. 1+T %( -'%   -%"  ! 8 +& 7 " % &' 8 4. 1%% %( -'%   -%"  ! 8 +& 7 " % &' 9 -'%& ( , 1  71(%5 "   !  " %  -% " % &' 6 7 8  9 *1 " 6 !!-%  T5

5.6  !       !*4 & "  %   &'%"! (&'   71 7 5( 71 8# 8&    !-' %   "! 71   8 #  4 %" 1   8" "      6 +46 %1+6 % &' 3 -'%!!-%   -% 91

8" TOWS   !   1(#&' 5.5 % 5T 71(%%   4 *4  ! , &'" !-% 1.    2.   '  3. % % % +% 1 1(#&' 5.5    !   (O)  6

   Aggressive

 7     Turnaround

(S)

(W)  8  $%&' Defensive/ Diversify

 9

-. /&/0123&4 Retrenchment

(T) "  !  *" #+%  8 !   1.  SO (  +T   ( 8% "&  T " * 

&6&6 +T 8% &'! -%1+ +  6 4  +%5(&" + +

&6

92

2.  WO (  %8% %% "6  ( " *  &6*4 &8% (#"  ( ! 4 %     3.  ST (  +T !&&' %( &'+46 "    6 %+% ! " *    &6 (    # % % + *4 (#" &T 4.  WT ( &" !&" %% !&&' %( &'+46 7   7  "! +46 -' % "! % %   *  &'  (&'  ( % +  &' " 71(%% ' "  *1 "" 1(" !  "1(+%   *  1(+% &'"5 &6 1.  ( "  %+  !-%  &6  85 1(!  -'% 71(%%  1 &% &'!-% ,  4  %+  !-%&  & 2.  ;  & (   %+  !-% 1; 8-%  %  !-%&' % &   $./ 6 8 &6"5T%-'%1T&+ ( " S-6%%&' "!%  *   5 (   %  !-%"! 3. !  ! "   +% &'5& 5    93

&' 1 T  %+"!;  &' 1  6  &' 2 T  %+"!;  &' 2  6 -'%"!  &' %5( ! % +%1(! ' % 8 ("  !   6 %   !% %

&61-%"  1" 5! 8"  !  &'& 6 4! 3’C -% C-Customer 1 C-Competitors 1+ +  C-Company  *+% / 8% "     "   + % 5 (&  " + + 5   (        '  % % % +% 1( 

94

8 (7  *"k% &6 %7 (:    :  : ProgramProgram-Project form 

(T  : SO/ST/WO/WT

(T 7 

   /   ' / % +% 1

8 / 8 /8 %

 ! 7 (:  

(!



 (!

717%



(

( 7

95

5.7 7 (:    "  ! 7 (:  71   % " k%+  -'%(  !   " (: 8% (% 1.  2. (T /7  3. 8 /8 % 4. (! 5.  6.  (! 7. 717% 8. ( 9. ( 7  ! 7 (:  %- %% (% " (:  "!(  T" (&' $"    "! (    T  5   %  ( %!   % (%  % (%! -% ' &' ( % &!-% ' &'15  "S-6%   !-% 8% (%!"   %#""-'% -%  (%5(

96

1. 7#j 5 %/+%  &'  %"!1 2.  % &&6 %&&'"! -'%"!1   "5 +46 3. +% +% %  !  ( '  "!1   "S-6% 4.    %*4 &   "!1-'%"!1   "    5.  &' " S-6% -'%(   "S-6%  -'%  1(+%   " 155 7   !-%% !-%(  &'  -'% +    % (%  -% +%  %'  &' %"!1  S4' ( +%  %&'1 5  5  "S-6% ( % (%&'1 *  "-%5  % S4' % (% ( (! 4' &' "!1&' "6 "S-6%   "S-6%5 +46 1. ' 1 "" S-6% -%' (  -%+% %!"!1   "!1 *  "S-6%5 +46 6 (  -%'&'1-% !-%5-%'T5 2. +% %'&'!! ( +% %&'&*  +% % %& % ! 4' &'&'+%  -'%"!15&8% % "  %-' , '

97

3. +%71+% 1 ( !( !% -'%"!' "1 5(&' " 8("!'+%71"!1% "!1 5 "5 -'% -%&' "" 

 ! 7 (:  5 1)   8"5(/& (Direct Mail) 2)  8" -'%%T%   (E-Commerce) 3)  8" -'%  (Mass Media Direct Response ) 4)  8"8. (Tele-Marketing) 5)  8"T% (Catalog Marketing) "   -' % - % !  &6  " 5    (  %  "   -' % - % 71(%-%;&'! +%  %  6 -'%  , *% "'%5(

5.8  !  ( (     #" -'% 5+% (&'&%1+% 71(% 8 ' &'71(%%   4 *4 (%5( (#+% -'% &'  "     *&'"  -'%    &' +46 8  ( *   k% " 7 (:   6 %  %   5T  71 ( %&   7 (6 ( "!71(%& *" " -'% 5 %& "#" (&'&%1

98

5.9 ( 7 7 ( 7" ( & &'71! %     -'%&    ($!  , "    %+46  71! %  "% &' ($! ,  n 5 +55    ( 7"  58(&&7     6 ( 5(*( +% % &'5 ! 5 *5( 5( *( &' !  71!% % &&" 5+(( &( 7" ( ' &' % "! $( ./  SS% " (:"   *& 5(% "!(:&($!T5   ( 7" 4 (  +%1+ (  7%+% 15% ( 1 (  ( &'              "!  ( 5( *(  %  ( %+6 % +%  &    ( 7"  & 3 +6 % -% 1. *( +%  (Objectives of the Business) 2.   ( 7(:     (Evaluation Performance)

of

3. (: % +%     &'*1 % (Feedback corrective Action)

of

( 7" &'& 71!% & +%6 "  +% ( 7      "!  (4  /   -' % !!  " +  ( $ ! 99

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104

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105

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106

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107

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109

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112

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