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Leather Product Company

Leather Product Company

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Published by: happy_birthday_to_kwan on Feb 17, 2012
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01/26/2014

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Table of Contents
Preface……………………………………………………………………………………………….
A
Acknowledgement………………………………………………………………………………….
B
Chapter 1: Introduction……………………………………………………………………………..
4
1.1 Background and Significance of the project…………………………………………………….
51.2 Project
objective…………………………………………………………………………………
8
1.3 Benefits of project……………………………………………………………………………….
8
1.4 Activities and Gantt Chart……………………………………………………………................
9
Chapter 2: Industry profile………………………………………………………………………….
10
2.1 Nature of industry…………………………………………………………………………........,
11
2.1.1 An overview of the global leather industry…………………………………………..
13Table 1: Trade value leather and leather products in the world in the year 2007 2011........ 142.1.2 Overview of leather
industry in the Republic of China……………………................
15Figure 1: The amount of cattle production in China during 2001-
2011………..…………..
16Table 2: Value of export leather and leather product in China in the year 2007-
2011……
..17Table 3: Export raw hides of the Republic of China during the year 2007-
2011………….
18Table 4: Market of export leather of the Republic of China during the year 2007-201........ 18Table 5: Value of import of leather and leather product in China during 2007-
2011……..
19
2.1.3 An overview of the leather industry of Thailand…………………………………….
20
2.1.4 Thailand’s leather industry…………………………………………………………...
21Table 6: The value of Export Leather product in first quarter
(
January-March
)
 2011
When prepare with Fourth Quarter in 2010…………………………………
22Table 7: The value of Export Leather product in second quarter
(
April-June
)
2011When prepare with First Qua
rter in 2011…………….…………………………
23Table 8: The value of Export Leather product in third quarter
(
July-September
)
 When prepare with Second Quarter in 2011
……………….………………………
24
2.1.5 Trend of export leather products of Thailand to America……………………………25
 Table 9: Structure of export product to A
merica…….…………….………………………
25
 
3
2.1.6 Trend of export leather products of Thailand to Asia…….…………………….........
25
Table 10: Structure of export product to Asia..………………………………….…………
26
2.1.7 Trend of export leather products of Thailand to EU……………………………........27
 
Table 11: Structure of export product to EU…………………..…………….……………..
27
2.1.8 Regular customer…………………………………………………………………….
28
2.2 Situation of industry…………………………………………………………………………….
29
2.2.1 The current situation…………………………………………………………………30
 
2.3 Product…………….…………………………………………………………………………….
31
2.3.1 Bag……….…………………………………………………………………………..
31
2.3.2 Wallet.………………………………………………………………………………..
32
2.3.3 Shoes……..…………………………………………………………………………..
33
2.3.4 Belt……….…………………………………………………………………………..
34
2.4 Vision………….………………………………………………………………………………...
35
2.5 Mission……..…………………………………………………………………………………...
35
2.6 Corporate Level Strategy…..…………………………………………………………………...
35
2.7 Business Strategy..…………….………………………………………………………………...
352
.8 Product differentiation..………….……………………………………………………………...
36
2.9 Functional Strategy..………………….………………………………………………………...
37
2.9.1 Product Strategy……………………………………………………………………..
37
2.9.2 Price Strategy…………..……………………………………………………………..
372.9.3
Promotion Strategy…………………………………………………………………..
37
2.9.4 Place Strategy…………….…………………………………………………………..
37
2.9.5 Human resource plan…..……………………………………………………………..
38
2.9.6 Human resource Strategy……………………………………………………………..
39Chapter 3: Marketing F
easibility Study…………………………………………………………….
40
3.1 Market Analysis..……..……………………………………………………………………........
41
3.1.1 Political.….….………………………………………………………………………..
41
3.1.2 Economics…..………………………………………………………………………..
42

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