Author: Chan, Kam-sau Eva
Title: Application of quality function deployment in identifying market segment of kid's apparel of the Disney Store (Hong Kong) Limited
Degree: M.A.
Year: 2001
Subject: Disney Store (Hong Kong) Limited
Stores, Retail -- China -- Hong Kong -- Management -- Case studies
Children's clothing -- China -- Hong Kong -- Marketing -- Case studies
Quality function deployment -- China -- Hong Kong -- Case studies
Hong Kong Polytechnic University -- Dissertations
Department: Multi-disciplinary Studies
Institute of Textiles and Clothing
Pages: iii, 77 leaves : col. ill. ; 30 cm
Language: English
Abstract: A hypercompetitive environment presents a challenging context for strategy formulation, fashion retailing, in particular. The complexity of markets, products, and usage systems makes it critical for the marketer to understand market structure and dynamics. Careful, astute market segmentation can save a marketing executive a great deal of time and money by helping to prevent false starts, inefficient marketing programs, and poor performance. The market entry of international retailers intensified. It is not difficult to find examples of international retailers succeed in home market but fail in the outside markets. The Walt Disney Company does not fail in entering foreign market but just cannot duplicate the success of that in the States. Therefore, with only five percent of world population, revenue gain in the States is 80 percent. This requires careful appraisal of existing competition, possible gaps and customer needs within the target market and Hong Kong, the concern of this paper, will be examined. Quality Function Deployment is a mechanism successful employing the voice of customers into the production with the involvement of company-wide employees. Its iterative process of House of Quality helps the procession of Quality Function Deployment into practice. Although it is well-known for its achievement in meeting customer's requirement, making more profits and achieving total quality management, frustration is there. It needs time, patience and discipline to get Quality Function Deployment attaining its advantages. Quality Function Deployment can serve as a basis for developing strategies, plans, and programs which profitably meet customer needs. This process runs through the first phase of strategic marketing planning to marketing objective planning phase to the third phase of marketing strategy planning. It stops at house three as market segmentation has been obtained. It is a process to help the marketer to select some parts of the market for attention and in all likelihood to disregard other parts. If segmentation is done well, marketers can make intelligent choices about the fit between their company and products and the need of each segment. The monograph of this paper is following the sequence of precise introduction, description of The Walt Disney Company, detail explanation of Quality Function Deployment, the marketing concept of strategic total quality management and marketing management. Finally, the application of Quality Function Deployment in The Disney Store in Hong Kong is demonstrated in acquiring market segment and its management implications and recommendations. A brief conclusion will close this paper at the very end.
Rights: All rights reserved
Access: restricted access

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