In the shoes of a local SME : Black Hammer.

In the shoes of a local SME: Black Hammer is a consultancy project carried out over the course of 10 months in fulfillment of a final year project. A local Small-and- Medium-sized Enterprise (SME), Franson International Pte Ltd, was chosen as the company of study due to its suitable scale of operati...

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Main Authors: Han, Jiahui., Pok, Doris Hong Ru., Ou, Janice Niangtai.
Other Authors: Cheng Ooi Lan
Format: Final Year Project
Language:English
Published: 2010
Subjects:
Online Access:http://hdl.handle.net/10356/35529
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Institution: Nanyang Technological University
Language: English
id sg-ntu-dr.10356-35529
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spelling sg-ntu-dr.10356-355292023-05-19T03:30:06Z In the shoes of a local SME : Black Hammer. Han, Jiahui. Pok, Doris Hong Ru. Ou, Janice Niangtai. Cheng Ooi Lan Nanyang Business School Black Hammer DRNTU::Business::Industries and labor In the shoes of a local SME: Black Hammer is a consultancy project carried out over the course of 10 months in fulfillment of a final year project. A local Small-and- Medium-sized Enterprise (SME), Franson International Pte Ltd, was chosen as the company of study due to its suitable scale of operations and its management’s willingness to work with us. To increase the rigor of the analyses, a mutual decision was made to focus on Black Hammer, Franson’s home-brand. In the shoes of a local SME: Black Hammer is a consultancy project carried out over the course of 10 months in fulfillment of a final year project. A local Small-and- Medium-sized Enterprise (SME), Franson International Pte Ltd, was chosen as the company of study due to its suitable scale of operations and its management’s willingness to work with us. To increase the rigor of the analyses, a mutual decision was made to focus on Black Hammer, Franson’s home-brand. Using the industry key success factors identified in the external analysis, Black Hammer’s value chain was assessed to unearth its strengths and weaknesses. These are presented together with the opportunities and threats derived from the external environment. The proposed marketing strategy is a manifestation of a cohesive marketing mix; it is aligned with the most suitable positioning for Black Hammer. Our recommendations are centered around brand management where we suggest ways for Black Hammer to augment the customer experience and achieve a sustainable competitive advantage. BUSINESS 2010-04-20T06:31:19Z 2010-04-20T06:31:19Z 2010 2010 Final Year Project (FYP) http://hdl.handle.net/10356/35529 en Nanyang Technological University 80 p. application/pdf
institution Nanyang Technological University
building NTU Library
continent Asia
country Singapore
Singapore
content_provider NTU Library
collection DR-NTU
language English
topic DRNTU::Business::Industries and labor
spellingShingle DRNTU::Business::Industries and labor
Han, Jiahui.
Pok, Doris Hong Ru.
Ou, Janice Niangtai.
In the shoes of a local SME : Black Hammer.
description In the shoes of a local SME: Black Hammer is a consultancy project carried out over the course of 10 months in fulfillment of a final year project. A local Small-and- Medium-sized Enterprise (SME), Franson International Pte Ltd, was chosen as the company of study due to its suitable scale of operations and its management’s willingness to work with us. To increase the rigor of the analyses, a mutual decision was made to focus on Black Hammer, Franson’s home-brand. In the shoes of a local SME: Black Hammer is a consultancy project carried out over the course of 10 months in fulfillment of a final year project. A local Small-and- Medium-sized Enterprise (SME), Franson International Pte Ltd, was chosen as the company of study due to its suitable scale of operations and its management’s willingness to work with us. To increase the rigor of the analyses, a mutual decision was made to focus on Black Hammer, Franson’s home-brand. Using the industry key success factors identified in the external analysis, Black Hammer’s value chain was assessed to unearth its strengths and weaknesses. These are presented together with the opportunities and threats derived from the external environment. The proposed marketing strategy is a manifestation of a cohesive marketing mix; it is aligned with the most suitable positioning for Black Hammer. Our recommendations are centered around brand management where we suggest ways for Black Hammer to augment the customer experience and achieve a sustainable competitive advantage.
author2 Cheng Ooi Lan
author_facet Cheng Ooi Lan
Han, Jiahui.
Pok, Doris Hong Ru.
Ou, Janice Niangtai.
format Final Year Project
author Han, Jiahui.
Pok, Doris Hong Ru.
Ou, Janice Niangtai.
author_sort Han, Jiahui.
title In the shoes of a local SME : Black Hammer.
title_short In the shoes of a local SME : Black Hammer.
title_full In the shoes of a local SME : Black Hammer.
title_fullStr In the shoes of a local SME : Black Hammer.
title_full_unstemmed In the shoes of a local SME : Black Hammer.
title_sort in the shoes of a local sme : black hammer.
publishDate 2010
url http://hdl.handle.net/10356/35529
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