Strategic Marketing - Case O F Sa Sa

3097 Words Sep 27th, 2010 13 Pages
Executive Summary
This paper discusses the strategic marketing of Sa Sa International Holdings Limited, a leading beauty retail and service group in Asia by analyzing its competitive advantages, marketing strategies, industry environment, major challenges and followed by some problem solvers.
Sa Sa has four major competitive advantages. First, she can offer competitive prices for her long-term relationship with suppliers. Besides, excellent service with number of recognized winning awards accounts for another advantage. In addition, she has long-established network with 80 retail outlets in prime Asian countries and on-line presence. Also, she has well-established branding “beauty expert” in Hong Kong as well as in Mainland China. Among
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Together with her own global sourcing and purchasing team, the organization manages to have exclusive brands and private labels, it increases the brand selections for consumers and add more exclusivity for Sa Sa.
Clear positioning with her “Beauty Expert” branding, consumers know Sa Sa well as one-stop stores filling with top international brands. South’s (1981) definition on competitive advantage can explain this well,
“…. Philosophy of choosing only those competitive arenas where victories are clearly achieveable”
And, she has extended the “Beauty Expert” image with strong association on social responsibilities, like donations, social services and supporting China project.
Besides, her excellent service with number of recognized winning awards is crucial to her continued success of its operations and business expansion.
Lastly, she has long-established network with 80 retail outlets in prime Asian countries, including Hong Kong, China, Malaysia, Taiwan and Singapore. She also developed her on-line platform in 2000 and currently has 3 languages available, Chinese, English and Korean, which helps to expand her business to more overseas market.
Among several competitive advantages, Sa Sa’s ability on global sourcing and excellent relationship with suppliers and excellent service allow her to gain sustainable competitive advantages over major competitors, which

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