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    TWCB, an international marketing agency, wrote a report for the Chief Executive of Yedo, Kazuo Yamashiro. The report provides an overview of Yedo, a successful Tokyo-based department store chain founded in 1895 with eight stores globally. It analyzes Yedo's marketing strategies and makes recommendations such as maintaining its upper-class market while tapping the emerging middle-lower class through a new store brand. It also suggests expanding overseas, renting store space, and creating an e-commerce website.

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    TWCB, an international marketing agency, wrote a report for the Chief Executive of Yedo, Kazuo Yamashiro. The report provides an overview of Yedo, a successful Tokyo-based department store chain founded in 1895 with eight stores globally. It analyzes Yedo's marketing strategies and makes recommendations such as maintaining its upper-class market while tapping the emerging middle-lower class through a new store brand. It also suggests expanding overseas, renting store space, and creating an e-commerce website.

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    2K views1 page

    Yedo Department Store

    Uploaded by

    leak
    TWCB, an international marketing agency, wrote a report for the Chief Executive of Yedo, Kazuo Yamashiro. The report provides an overview of Yedo, a successful Tokyo-based department store chain founded in 1895 with eight stores globally. It analyzes Yedo's marketing strategies and makes recommendations such as maintaining its upper-class market while tapping the emerging middle-lower class through a new store brand. It also suggests expanding overseas, renting store space, and creating an e-commerce website.

    Copyright:

    Attribution Non-Commercial (BY-NC)
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    of 1

    Due submit on Friday the 29th of October 2010

    1. PURPOSE OF REPORT
    a. Who wrotes it? TWCB, an international marketing agency
    b. Who reads it? Chief Executive of Yedo, Kazuo Yamashiro
    2. SCOPE OF THE REPORT (What is it intended to report on)
    a. Company’s overview
    b. Marketing strategies:
    i. Products and services
    ii. Price and positioning
    iii. Place, overseas expansion, and asset optimization
    iv. Internet based media promotion
    c. Recommendations
    3. BODY (see the discussion questions)
    a. Company’s overview
    Yedo is a successful Tokyo-based department store chain which was founded in
    1895. With six outlets in Japan and two more in London and New York, Yedo has an
    excellent reputation for high quality goods. Yedo offers outstanding service and a
    large number of staff, approximately 3,200 people, which are mostly full-time. Yedo
    stores operate 7 days a week, from 10am to 6pm, except on Fridays which closed at
    7pm. Yedo strategically located near major railway stations.
    4. RECOMMENDATIONS
    a. YEDO should maintain its existing market which is the upper class
    b. YEDO sould also tap the new emerging market of middle to low class market by
    diversifies their product
    c. YEDO should tap both of the market, younger and older people
    d. YEDO should build a new line of business to tap the middle to low class market =
    KAI-DO
    e. YEDO should conducts a research to asses which store, from the existing 6 stores,
    would be feasible for the new chain store, KAI-DO
    f. YEDO should expand overseas by building more YEDO stores abroad, i.e. Milan,
    France, Indonesia, Singapore, etc
    g. YEDO, should rent part of their stores to businesses that could potentially boost up
    their business by atracting people to come to their store, i.e. coffe shop, fitness
    centre, etc.
    h. YEDO could also gain more profit to increase their revenue and solve their debt by
    renting part of their store
    i. YEDO should create a website for the YEDO GROUP that provide catalogue and also
    various feature including e-yedo (online shopping)
    j. YEDO GROUP will lead the market in department store business with a prestigious
    and unique concept for YEDO and fashion friendly concept for KAI-DO

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