Daphne Marketing Strategy

Daphne Corporation (Yong En Group) was founded in 1987 in Hong Kong, its business based on the research and development, production, processing, sales and distribution of footwear throughout mainland China, Hong Kong, Taiwan, Europe and North America. The group is OEM-based at the earlier stage. After the 80s, Yong En Group began to expand their business and created their own brand "Daphne" in 1990 in the China market. 5 years later, Yong En Group is successfully listed on the Hong Kong Stock Exchange.Daphne has now become the top leader in the footwear industry and in ten consecutive years, it was elected as the most popular brand in China. It has a total of 3077 sales locations, of which more than 80% of them are Daphne's authorized boutiques. In addition Daphne has co-operated with Adidas and Nike to be sole distributor for several of their series in China.In the year of 2008, the world economy has reached the 20th century greatest depression triggered by the Lehman Brothers, which caused a huge impact on the commercial industries in China. With the rapid development of China's economy, many foreign companies are very optimistic about the China market, with bringing its products and excellent marketing management. They believe that they are confident in achieving a slice of the"market pie". How will Daphne keep up with the coming challenges?In this dissertation, we will be examining Daphne's current position in this industry, analyzing the measurement of the internal and external control, in order to improve its sales volume by increasing its market share, including e-business, the quality of the products, as well as the satisfaction towards the customers'need. Last but not least, the report will also investigate the risks that Daphne will be facing in this strong competitive market and analyze ways to overcome the challenges, as well as to maximize the profits.