Marketing Management

EXECUTIVE SUMMARY

1. BUAYA is a local brand providing casual and formal wear. Headquartered in Singapore, it is marketed by BUAYA Ltd. We accessorise our local customers since 1999 and market our products through 19 retailing stores. Impressively, we have also gained the local population’s awareness through lower pricings and better comfort in our apparels.

2. Since 2005, BUAYA sales had dipped. Contributory factors include the aggressive branding factors of our closest competitor, WEAR Ltd, who had targeted on the same consumer groups in 2003. In recent times, the market surveys on consumers using BUAYA and WEAR products had showed that the customers were more closely associated with WEAR's branding. The low sales accelerated when compounded with conservative consumer expenditures attributed by the economic downturn. With uncertain economic and profitability conditions, the company’s expansion plans in China were also halted.

3. In respect to the low sales growth, it is imperative to review our marketing and branding campaigns to exceed customer satisfaction and satisfy organisational objectives. Importantly through these reviews, we want to establish BUAYA Ltd in becoming the local leading clothing brand by enhancing our product competitiveness.

CURRENT SITUATIONAL ANALYSIS

4. BUAYA Ltd products are manufactured in China before freight-forwarded by sea to Singapore. At present, we are supplied by 3 different suppliers with the consignment agreements expiring between 2013-2015. Resulting from this supply arrangement, we are able to meet production demands and provide in return, competitive product pricings to the customers. We also aim to achieve at least 3 new product launches per annum at our flagship store located at Takshimaya Shopping Centre before the retailing stores receive our latest varieties 1 week later. In accessorising a developed society, the 250 staff (150 frontline sales promoters) at BUAYA Ltd has been able to market...