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单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,*,CASE STUDY,KGV Europe,2013 Annual Meeting,1/16,Managers List,ManagingDirector-,-,Mi,ke,Secretary-,-May,FinancialDirector-,-,Hanna,AdvertisingDepartmentDirector-Linda,MarketingDepartmentDirector-Trina,MarketingDepartment vice Director,-,Daisy,Susan,2/16,The conferenceprocess,1.,To analysethelatestinvestigationreports.,2.,To sumuptheresult about ourcompanyssituation.,3.,To discussandsolvethe problems.,4.,To drawupthefuturestrategy.,3/16,4/16,As for the fierce competition,our narrow product range no longer satisfies the consumers needs.On the one hand,people hope that we can provide high quality,specialized goods for them;on another hand,they expect that we can support them additional products or services.,computer games,18-25 computer software,banking services,5/16,spoken word(talking books),40+,holiday information,Both age groups are concert tickets,Purpose:enlarge products range and improve competitiveness,6/16,7/16,We knew that our company is a traditional high-street music retailer.We have 65 stores-eight of these are megastores.,41-60 60 pounds per month,18-25 40 pounds per month,The reason that why people more likely to buy goods from medium-sized stores.,high rent,renovation,other costs,8/16,18 25：dance music 35%,pop/rock 30%,26 40：pop/rock 40%,dance/music,soul/reggae,20%,41 60：classical 33%,jazz 27%,60 above：classical 70%,jazz 20%,9/16,Profits：,450m 290m.,10/16,The megastoressales：,rise by 8%,=,55%of the companys turnover,heavy expenditure on advertising and promotion.,.,11/16,Reasons,for KGVs poor performance,Fierce competition,A,narrow product range,A,lack of innovation,12/16,A 10-minute recess,13/16,14/16,15/16,16/16,
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