Table Of Contents (toc).doc

TABLE OF CONTENTS Page List of Charts …………………………………………........................………………………...viii List of Tables ………………………………………………………........................…………….ix List of Figures …………………………………………………….........................……………..xii Chapter 1. Executive Summary...……………………............................……………………....…1 2. Background ..................................................................................................................5

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5. 6. 7. 8.

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General Overview of the Industry....………………...........................…....……….....22 Market Size............................ Historical Market Trends........................... Key Success Factors General Market Profile Environmental Analysis Competitive Analysis.................................. Competitive Overview……....…………………………............................……….....35 Competitive Positioning….....……………………............................…………….....36 Estimated Market Size....... Comparative Analysis of Marketing Strategies..... Comparative Analysis of Strengths and Weaknesses Internal Analysis.................................. Company Overview……....…………………………............................………..... Company Positioning….....……………………............................…………….....36 Company Strengths and Weaknesses Consumer Profile............ Customer Segments Customer Needs Customer Usage Habits Company Marketing Strategy Audit Segmentation, Targeting and Positioning Company Marketing Mix Review of Strategies Market Opportunity.................................. Marketing Proposal.................................. Proposed STP Framework……....…………………............................……….....35 Marketing Objectives Overall Marketing Strategy.................................. Marketing Mix.................................. Product of Service Product Strategy Price Strategy Distribution Strategy Promotions Strategy Marketing Plan Timetable Financial Forecast

References……………………………………..….………………....….......................…45 Appendices 1. 2. 3. 4.

Routing Form..................................................................................................A1 Adviser's Endorsement Form......……............................................................A2 Certificate of Originality.................................................................................A3 Curriculum Vitae............................................................................................A4

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LIST OF TABLES Table

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1. Regional Locations of USSC According to Geographic………...…………..............……7 2. USSC's Selected Branches for the Survey…………………..………..............…………...9

LIST OF FIGURES Figure

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1. Utilitarian and Hedonic Value Model ...........………………........……..…................…..11 2. Customer Loyalty Measurement Framework......................................…..............………12 3. Hofstede’s Cultural Dimensions..........................………………..…....................………13 4. Research Paradigm Using the Systems Model…………..........…...........…….....………15

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