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You searched Library Catalogue - Title: Concepts and theories of His Majesty The King on development: in commemoration of the 50th Anniversary of King Bhumibol Adulyadej's accession to the throne
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Call Number (WOU)
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SP CEMBA 2011 17
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Author
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Lek, Lin Na
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Title
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The study of the marketing strategies (expansion) of CC bridal studio into JB (Johor Bahru) city / Lek, Lin Na
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Abstract
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A rise in demand for bridal service has resulted in significant increase in the number of
bridal service provider in JB bridal market in recent years. The business of selling bridal
service is not only restricted to bridal gown renting and pre-wedding photo shooting, but
has also extended to wider range of services up to wedding planning. Undoubtedly, this
trend has generated more opportunities for bridal service providers. However, it has also
invited more new entrants and resulted in higher level of challenges for them to sustain
competitive advantage in the market.
What marketing strategies are effective to be adopted by a bridal service provider who
has just expanded into a new market to create brand awareness and sustain market share?
Are the existing marketing strategies effective in achieving the said objectives? The
study is going to focus on these issues by looking into the marketing strategies
undertaken by CC Bridal Studio in Johor Bahru (JB) bridal market.
The literature review has been conducted with the aim of gaining a more comprehensive
understanding on bridal market which has been analyzed by other researchers or authors.
Following that, primary research and secondary research have also been carried out to
gather data regarding the effectiveness of marketing strategies undertaken by the bridal
studio in the aspect of creating brand awareness and gaining competitive advantage. In
further, analysis was done accordingly to the data collected earlier.
At the ending of the project report, a summary of findings has been shown. A set of
recommendation was also suggested to CC Bridal Studio for improvement purpose.
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Notes
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Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA)
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Publisher/Year
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Penang : School of Business and Administration, Wawasan Open University, 2011
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Physical Description
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122 p.; 30 cm.
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Subject
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Wawasan Open University -- Dissertations
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Subject
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Bridal shops -- Marketing -- Malaysia
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