A Research On The Brand Positioning Of Shark Watch In Ecommerce Market

After the financial crisis in 2008,a number of small-and-medium-sized enterprises which are selling to overseas markets directly by B2 C cross border e-commerce emerges in these years.After a few years' development,the business model of cross border e-commerce becomes mature and there are a number of emerging firms who have brands.However,small-andmedium-sized enterprises may encounter problems,such as development direction,distribution,supply chains and team constructions,when building brands.This thesis is about to discuss the problem of losing positioning when building a brand by studying the case of SW trading company who is facing a dilemma that the inventory turnover ratio and gross profit ratio goes down with an increasing number of Shark watch SKU.In this thesis,the author uses Michael Porter's Five Forces model to analyze the competition environment of SW trading company in the case study and finds out that SW trading company should implement the strategy of focused differentiation in the competition of e-commerce market.Afterward,the author analyzes the environment of cross border e-commerce by which SW trading company distributing Shark watches and uses the methods of marketing survey,sales performance review,and uses regression analysis to figure out the relation between number of SKU and inventory turnover ratio and the relation between number of SKU and gross profit ratio.Finally,the author suggests that the problems facing by SW trading company comes from the losing positioning when SW trading company is extending the product line of Shark.Simultaneously,the mechanism which depends on sales records of products of exposure in e-commerce market aggregates the problem that SW trading company is facing.In order to solve the problem,the author suggests that SW trading company should implement the strategy of repositioning for Shark watch and refine the marketing mix based on the new positioning of Shark and the features of e-commerce market.According to the case study of SW trading company,the author concludes that firms should know their customers,keep focus and catch the opportunity of e-commerce when they are building new brands.