Marketing Management

[pic][pic]

SPD4250 Marketing Management 2012/13

Group Report

Parsons Music Limited

Tutorial Group: 02B

Tutor: Regan Lam

Words count: 3

Submission Date: 30th November, 2012

Student Name Student Number

Huang Qi Qi, Jackie 12607034S

Liu Xiao Tong, Amy 12279403S

Tan Yi Shi, Monranda 12279140S

Chung Nga Ting, Ada 12281029S

Ling Yan Yan, Anita 12283477S

Introduction

Parsons Music Limited, one of the largest companies of selling musical instruments in Hong Kong, was founded in 1986. It has opened 29 specified shops in Hong Kong and set a mega store in Whampao Garden, with the area over 17,000 square foot, which is one of the major music square in Hong Kong. Moreover, its mission is to popularize the music culture and foster a new generation of musicians. In order to promote music to the public, each of its stores is combined with a Parsons Music Centre to provide many musical courses such as Chinese and Western musical instrument courses. In 1997, the Parsons Music Foundation was established. It organizes and sponsors many music events and piano competitions in order to promote the popularization of music in Hong Kong.[1]

Situation Analysis(SWOT Analysis)

Managing the marketing function begins with a complete analysis of the company’s situation. The marker should conduct a SWOT analysis, by which it evaluates the company’s overall Strengths, Weakness, Opportunities, and Threats.[2] (Armstrong and Kotler, 2009)

Strengths

1. Different kinds of courses

Parsons has provided different types of courses to the customers. For example, piano class, violin class, singing class, art course and dance class.[3] Through these different courses to satisfy different customers’ needs and wants. At the same time, it is good to show how Parsons has a positive state of operation in their company.

[pic]

1. Advertising

Parsons usually invite some famous stars in Hong Kong to...