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Sasa Presentation

The document provides a strategic analysis of SaSa company, which operates over 270 cosmetic stores and counters across Asia. It conducts a PEST analysis, examines the industry and competitors, performs a SWOT analysis, and identifies key success factors. Finally, it recommends strategies for SaSa to diversify its services, distinguish its service delivery, increase market penetration in mainland China, strengthen its online business, and further promote its own brands.

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Vicky Lo
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151 views12 pages

Sasa Presentation

The document provides a strategic analysis of SaSa company, which operates over 270 cosmetic stores and counters across Asia. It conducts a PEST analysis, examines the industry and competitors, performs a SWOT analysis, and identifies key success factors. Finally, it recommends strategies for SaSa to diversify its services, distinguish its service delivery, increase market penetration in mainland China, strengthen its online business, and further promote its own brands.

Uploaded by

Vicky Lo
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Homework for Strategic

Sales Management
Objective
The objective of this study is to conduct a thorough
review of the business situation of the SaSa company
and to recommend strategies for the its future
operation
Milestones
Financial Highlights
Financial Highlights
P. E. S. T. Analysis

Political – Tax policy,Foreign trade regulations(governments have great influence on

the health and education of a nation), laws on hiring (Minimum Wage Ordinance)

Economic – Exchange rate, unemployment levels, money supply & interest rate

(Sasa operated more than 270stores and counters in Asia markets)

Social – Lifestyle change , cultural influence, consumer activism(affect the demand for

company product and affect how the company operate)

Technological – New products, New technology on internet, Ecommerce

Can affect costs & quality


Industry Business and Economic Features
• Market Size and Growth rate : Almost the entire Asia and growing steadily with at
least gaining 8% profit each year

• Number of Rivals: Many


Eg. Bonjours, Colourmix, Watsons and Maninngs
(Even other small sized cosmetic shops)

• Degree of product differentiation: Low


since its product and service have no specific features when compare to other
cosmetic pharmacy
Key Success Factors

• Always put customers first


• Innovation thinking (SaSa prospers on its successful and proven "one-
stop cosmetics specialty store" concept)
• Introducing select products at the right time e.g match the current
trend
• Strong bargaining power with bulk purchase
• Developed an on-line shopping platform and extend its market reach
• Quality services
• Providing professional beauty consultations (Each Sa Sa
beauty consultant receives over 240 training hours)
Competitors Analysis
SASA(178) Bonjour(653)

Established 1978 1991


Number of Stores 270 +retail stores and 44 retail stores in Hong
counters in Hong Kong Kong, Macau and
& Macau, Mainland China, Guangzhou
Singapore, Malaysia
and Taiwan Regionselling

Products over 600 brands and over 24,000 products


17,000products

Training for beauty √(240 training hour for X


consultant beauty consultant)
Market Capital (21Jan 2015) 14.28B 2.59 B
SWOT Matrix
STRENGTH WEAKNESS
•Popularity among tourist and local •Owned label products are not well known by the
•Over 100 Exclusive products and wide product public
selection •Notorious for its overdue product
•Extensive industry experience •Unauthorized product can be a doubt in
customers’ mind
•Customer loyalty
•Hard to differentiate from other cosmetic
•Market leader and strong brand name
pharmacy

OPPORTUNITY THREATS

•Online market •Change of taste

•Loosen regulations •Competition of new rival

•New products •High rent in Hong Kong


•Slow down of china’s economic growth will
affect business from mainland tourists
Strategy Recommendation

• More Diversified: Provide a variety of beauty and cosmetic service like eyebrow shaping ,facial course

and quick made up. (Learn from luxury brands: Landcome, Bobbi Brown and Paul Joe)

• Distinguish its service delivery

• Appeal more investors to set up more branch in PRC

• Increase market penetration in these businesses, with focus on Mainland market

• Adopt different strategies in different markets , e.g different pricing and promotion strategies for high

end exclusive brands

• Further strengthen its on-line business and support with good customer service e.g. delivery and after-

sale service

• Step up to further strengthen own labels


Thank You

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