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Call Number (WOU) SP CEMBA 2011 17
Author Lek, Lin Na
Title The study of the marketing strategies (expansion) of CC bridal studio into JB (Johor Bahru) city / Lek, Lin Na
Abstract 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.
Notes Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA)
Publisher/Year Penang : School of Business and Administration, Wawasan Open University, 2011
Physical Description 122 p.; 30 cm.
Subject Wawasan Open University -- Dissertations
Subject Bridal shops -- Marketing -- Malaysia

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