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研究生： Nicholas Fitzgerald
Nicholas - Fitzgerald
論文名稱： A Case study of Entrepreneurial Marketing Strategy on SME: Case of “The Tee Inkers”
A Case study of Entrepreneurial Marketing Strategy on SME: Case of “The Tee Inkers”
指導教授： 劉代洋
Day-Yang Liu
口試委員: 陳俊男
Chen, Chun-Nan
許馨方
Hsu,Hsin-Fang
學位類別： 碩士
Master
系所名稱： 管理學院 - 管理學院MBA
School of Management International (MBA)
論文出版年： 2014
畢業學年度： 102
語文別： 英文
論文頁數： 64
中文關鍵詞： Emerging Market 、Marketing Strategy 、Revenue 、SME 、Profit
外文關鍵詞： Emerging Market, Marketing Strategy, Revenue, SME, Profit
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    • This case study will focus the marketing strategy on an SME (The Tee Inkers) in an emerging market and highly competitive. It would highlight the present marketing strategy of the company and would highlight some changes that could be done to improve the market share and revenue generating capabilities of the company.
    The Tee Inkers Pte. Ltd. is a custom apparel manufacturing and also designer apparel clothing business which operates in Indonesia and Singapore. The company faced several challenges in the first years of establishment and would rely on implementation of several marketing strategies to overcome these particular difficulties. Since then, the company is able to overcome these difficulties and would later be ready to tackle on larger challenges. The main conclusion drawn from this case study analysis is: Implementing an effective and efficient marketing strategy in The Tee Inkers Pte. Ltd. resulted in a significant improvement in the company. This has assisted the company to overcome the problems that was present in the first year of establishment. In a highly competitive and emerging market, the company is able to have a 200% overall growth in the previous year by implementing effective and efficient marketing strategy.

    This case study will focus the marketing strategy on an SME (The Tee Inkers) in an emerging market and highly competitive. It would highlight the present marketing strategy of the company and would highlight some changes that could be done to improve the market share and revenue generating capabilities of the company.
    The Tee Inkers Pte. Ltd. is a custom apparel manufacturing and also designer apparel clothing business which operates in Indonesia and Singapore. The company faced several challenges in the first years of establishment and would rely on implementation of several marketing strategies to overcome these particular difficulties. Since then, the company is able to overcome these difficulties and would later be ready to tackle on larger challenges. The main conclusion drawn from this case study analysis is: Implementing an effective and efficient marketing strategy in The Tee Inkers Pte. Ltd. resulted in a significant improvement in the company. This has assisted the company to overcome the problems that was present in the first year of establishment. In a highly competitive and emerging market, the company is able to have a 200% overall growth in the previous year by implementing effective and efficient marketing strategy.

    Table of Contents Abstractii Acknowledgementsiii List of Figuresvi List of Tablesvii Chapter 1- Introduction1 1.1 Motivation and Background1 1.2 Purpose of Research2 1.3 Thesis Content and Flowchart3 1.4 Research Focus and Limitation5 Chapter 2 – Literature Review6 2.1 Small Medium Enterprises (SME)6 2.2 Market Segmentation, Targeting & Positioning8 2.2.1 Segmentation9 2.2.2 Targeting11 2.2.3 Positioning12 2.2.4 Marketing Mix14 2.3 Emerging Market21 Chapter 3 – Research Methodology24 3.1 Case analysis Framework24 3.2 Research Method25 3.2.1 Data Collection25 3.2.2 Data Analysis26 3.3 Interview Process27 3.3.1 Person in Interview Background and Title27 3.3.2 Interview Period27 3.3.3 Interview Questions27 Chapter 4 – Company & Industry Analysis29 4.1 Industry Analysis29 4.1.1 Apparel Manufacturing Industry29 4.1.2 Retail Industry31 4.2 Introduction to the Company33 4.2.1 Core Competences34 4.2.2 SWOT Analysis34 4.2.3 Company Organizational Structure37 Chapter 5 – Case Study Analysis40 5.1 Background40 5.2 Marketing Strategy for Emerging Market42 5.2.1 Analyzing Segmentation42 5.2.2 Targeting Strategy43 5.3 Implementation on Marketing Mix Strategy44 5.4 Maintaining Marketing Strategy46 5.5 Outcome of the Study47 Chapter 6 – Conclusion & Recommendation49 6.1 Conclusion49 6.1.1 Positive result of implementing effective and efficient marketing49 6.1.2 Growing retail market in Singapore50 6.1.3 Market Segmentation and targeting in Singapore for retail manufacturing industry50 6.2 Recommendation50 Bibliography53 List of Figures Figure 1: Thesis Flowchart5 Figure 2: Indonesian Clause of Act 20 of 2008 with regards to SMEs7 Figure 3: Audience Option > Audience Selection > Production positioning9 Figure 4: Positioning & The Main Elements13 Figure 5: Case Analysis Framework24 Figure 6: Organizational Structure37 Figure 7: Singapore apparel retail Industry Value: $ billion, 2005-09(e)40 Figure 8: Singapore apparel retail Industry Segmentation I: %, by value, 2009(e)41 Figure 9: Illustration on the Market Segmentation42 List of Tables Table 1: Translated Indonesian Clause of Act 20 of 2008 with regards to SMEs7 Table 2: Market Potential Index (MPI) for Emerging Market - 201322

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