In the shoes of a local SME : Black Hammer.
In the shoes of a local SME: Black Hammer is a consultancy project carried out over the course of 10 months in fulfillment of a final year project. A local Small-and- Medium-sized Enterprise (SME), Franson International Pte Ltd, was chosen as the company of study due to its suitable scale of operati...
| Main Authors: | , , |
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| Other Authors: | |
| Format: | Final Year Project (FYP) |
| Language: | English |
| Published: |
2010
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/35529 |
| _version_ | 1811678383091744768 |
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| author | Han, Jiahui. Pok, Doris Hong Ru. Ou, Janice Niangtai. |
| author2 | Cheng Ooi Lan |
| author_facet | Cheng Ooi Lan Han, Jiahui. Pok, Doris Hong Ru. Ou, Janice Niangtai. |
| author_sort | Han, Jiahui. |
| collection | NTU |
| description | In the shoes of a local SME: Black Hammer is a consultancy project carried out over the course of 10 months in fulfillment of a final year project. A local Small-and- Medium-sized Enterprise (SME), Franson International Pte Ltd, was chosen as the company of study due to its suitable scale of operations and its management’s willingness to work with us.
To increase the rigor of the analyses, a mutual decision was made to focus on Black Hammer, Franson’s home-brand.
In the shoes of a local SME: Black Hammer is a consultancy project carried out over the course of 10 months in fulfillment of a final year project. A local Small-and- Medium-sized Enterprise (SME), Franson International Pte Ltd, was chosen as the company of study due to its suitable scale of operations and its management’s willingness to work with us.
To increase the rigor of the analyses, a mutual decision was made to focus on Black Hammer, Franson’s home-brand.
Using the industry key success factors identified in the external analysis, Black Hammer’s value chain was assessed to unearth its strengths and weaknesses. These are presented together with the opportunities and threats derived from the external environment.
The proposed marketing strategy is a manifestation of a cohesive marketing mix; it is aligned with the most suitable positioning for Black Hammer. Our recommendations are centered around brand management where we suggest ways for Black Hammer to augment the customer experience and achieve a sustainable competitive advantage. |
| first_indexed | 2024-10-01T02:52:23Z |
| format | Final Year Project (FYP) |
| id | ntu-10356/35529 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T02:52:23Z |
| publishDate | 2010 |
| record_format | dspace |
| spelling | ntu-10356/355292023-05-19T03:30:06Z In the shoes of a local SME : Black Hammer. Han, Jiahui. Pok, Doris Hong Ru. Ou, Janice Niangtai. Cheng Ooi Lan Nanyang Business School Black Hammer DRNTU::Business::Industries and labor In the shoes of a local SME: Black Hammer is a consultancy project carried out over the course of 10 months in fulfillment of a final year project. A local Small-and- Medium-sized Enterprise (SME), Franson International Pte Ltd, was chosen as the company of study due to its suitable scale of operations and its management’s willingness to work with us. To increase the rigor of the analyses, a mutual decision was made to focus on Black Hammer, Franson’s home-brand. In the shoes of a local SME: Black Hammer is a consultancy project carried out over the course of 10 months in fulfillment of a final year project. A local Small-and- Medium-sized Enterprise (SME), Franson International Pte Ltd, was chosen as the company of study due to its suitable scale of operations and its management’s willingness to work with us. To increase the rigor of the analyses, a mutual decision was made to focus on Black Hammer, Franson’s home-brand. Using the industry key success factors identified in the external analysis, Black Hammer’s value chain was assessed to unearth its strengths and weaknesses. These are presented together with the opportunities and threats derived from the external environment. The proposed marketing strategy is a manifestation of a cohesive marketing mix; it is aligned with the most suitable positioning for Black Hammer. Our recommendations are centered around brand management where we suggest ways for Black Hammer to augment the customer experience and achieve a sustainable competitive advantage. BUSINESS 2010-04-20T06:31:19Z 2010-04-20T06:31:19Z 2010 2010 Final Year Project (FYP) http://hdl.handle.net/10356/35529 en Nanyang Technological University 80 p. application/pdf |
| spellingShingle | DRNTU::Business::Industries and labor Han, Jiahui. Pok, Doris Hong Ru. Ou, Janice Niangtai. In the shoes of a local SME : Black Hammer. |
| title | In the shoes of a local SME : Black Hammer. |
| title_full | In the shoes of a local SME : Black Hammer. |
| title_fullStr | In the shoes of a local SME : Black Hammer. |
| title_full_unstemmed | In the shoes of a local SME : Black Hammer. |
| title_short | In the shoes of a local SME : Black Hammer. |
| title_sort | in the shoes of a local sme black hammer |
| topic | DRNTU::Business::Industries and labor |
| url | http://hdl.handle.net/10356/35529 |
| work_keys_str_mv | AT hanjiahui intheshoesofalocalsmeblackhammer AT pokdorishongru intheshoesofalocalsmeblackhammer AT oujaniceniangtai intheshoesofalocalsmeblackhammer |