Table of Contents 目录
Introduction 导言
Detailed Marketing Mix of the Brand 品牌的详细营销组合
Product 产品
Place 地点
Price 价格
Promotion 推广
People 人
Process 过程
Physical environment 物理环境
Segmentation, Targeting & Positioning of the Brand 品牌的细分、目标和定位
Segmentation 分段
Targeting 目标
Brand positioning 品牌定位
Importance of Market Research for the Brand 市场调研对品牌的重要性
Recommendations for the Brand 对品牌的建议
Conclusion 结论
Reference List 参考清单
Introduction 介绍
In the last few years, the United Kingdom and the global markets as a whole have continued to experience numerous challenges that undermine the current performance and as such, the future of businesses and organisations. Researchers and scholars attribute these challenging business conditions to not only the 2007/08 global financial crisis and the changing political environment such as British Exit (popularly known Brexit) in which the United Kingdom intends to exit from the European Union, but also the trade wars between the United States and China (Brakman, Garretsen and Kohl, 2018). In addition to these factors, regional integration and the opening up of different markets across the globe have increased cross-border movement of goods and services, thus increasing competition among firms. With this in mind, businesses need to reconsider the approach to the market if they are to guarantee their future. This report undertakes a marketing analysis of Jo Malone London, a luxury skin care company, and based on the findings, provide recommendations for this brand.
在过去几年中，英国和全球市场作为一个整体继续经历着许多挑战，这些挑战破坏了企业和组织的当前表现，也破坏了企业和组织的未来。研究人员和学者将这些具有挑战性的商业环境不仅归因于2007/08年全球金融危机和不断变化的政治环境，如英国打算退出欧盟的英国退出（俗称英国脱欧），还归因于美国和中国之间的贸易战（布拉克曼，Garretsen和Kohl，2018年）。除这些因素外，区域一体化和全球不同市场的开放增加了货物和服务的跨境流动，从而增加了企业之间的竞争。考虑到这一点，企业需要重新考虑进入市场的方式，才能保证自己的未来。本报告对豪华护肤品公司Jo Malone London进行了营销分析，并根据调查结果为该品牌提供建议。
Detailed Marketing Mix of the Brand 品牌的详细营销组合
The formulation and implementation of a clear marketing mix plays a critical role in determining whether a firm will be able to achieve its marketing objectives or not (Portal, Abratt and Bendixen, 2018). This section considers Jo Malone’s 7Ps marketing mix.
明确的营销组合的制定和实施在决定企业是否能够实现其营销目标方面起着关键作用（Portal，Abratt和Bendixen，2018）。本节介绍Jo Malone的7Ps营销组合。