HKMA/LINGNAN UNIVERSITY

JOINT DIPLOMA IN MANAGEMENT STUDIES (DMS)

MANAGEMENT PROJECT – Spring Term 2002

PROJECT PROPOSAL SYNOPSIS

Student’s Name: Student ID No:

Tel No: (company) (Mobile)
Fax No: (company) (residential) N/A
Supervisor’s Name: Mr. Yu Date:

Note: This form should be typewritten. All sections should be completed in full.
Project Title
How to increase the competitiveness of “TOTO” in baby clothing industry
Rationale (Justification for selection of topic)
Nowadays, many parents treat their babies as “flowers in the garden”. Due to the improving living standard
and decreasing numbers of babies per family, they will fulfill their babies with the best things they have such
as best clothing nutritious food and beverages, and comfortable living condition. It is very interesting to
find out the selection criteria how the parents purchase the necessity goods for their babies.
Project Objectives (What you hope to achieve)
 Improve competitiveness
 Increase the quality and sales techniques of TOTO‘s sales people
 Increase customer base
 Expand present market share
 Expand brand recognition
 Increase sales by 10% in this year
Methodology/References (Enquiry methods proposed/Main sources of secondary data you plan to use)
A) Primary Data:
 Observational research: Fresh data will be gathered by observing the consumer buying habits
 Focus-group research: I will invite 6 to 10 TOTO customers to discuss a product, service or other
marketing entity.
 Direct Interview – by questionnaires to public
B) Secondary Data:
 Reference Books
Background Information (Brief background information your readers will require to understand the context)
Established in Hong Kong in 1991, The first TOTO opened in Pacific Place in 1991 and in 1996 March
TOTO booth was opened in Hong Kong Daimaru Department Store. In 1997 end of June, the third store
opened in Tsim Sha Tsui The Palace Mall. Due to the economic downturn, these three shops were closed.
Beginning from 1999, TOTO was opened in Central only.
TOTO is the designer, manufacturer and retailer of a wide and unique range of high-quality clothing and
accessories for babies and children. All TOTO designs are classically European. Thus, TOTO is the only
Asian brand ever to be invited to participate in the bi-annual Pitti Immagine Bimbo in Florence, Italy.

Remarks by Project Supervisor

Date:

Table of Contents

Executive Summary

Chapter 1 Introduction
 Company History and Background
 Company Mission/Vision
 Company Strategy
 Company Problems
Chapter 2 Project Objectives
 Improve competitiveness
 Increase the quality and sales techniques of sales people
 Increase customer base
 Expand present market share
 Expand brand recognition
 Increase sales by 10% this year
Chapter 3 Methodology and Data Collection
 Observational Research
 Focus Group Research
 Direct Interview
Chapter 4 Findings and Analysis
 Children’s wear buying behavior
 Selection Criteria on baby clothing
 Lack of advertisement / promotion
 Insufficient selling channel
Chapter 5 Environmental Analysis
 Political
 Economic
 Social
 Technological
Chapter 6 Micro Industry Environmental Analysis
 Barriers of entry
 Supplier’s bargaining power
 Buyer’s bargaining power
 Threat of substitute
 Rivalry among competitors
Chapter 7 Competitors Analysis
 Hipofant
 Mothercare
Chapter 8 SWOT Analysis
 Strengths
 Weaknesses
 Opportunities
 Threats
Chapter 9 Present Marketing Strategies & Recommendations
 Products
 Price
 Promotions
 Place
Chapter 10 Implementation
 Strategic cost management
 Human resources management
 Training & Development
Chapter 11 Control & Evaluation
 Annual-Plan Control
 Profitability Control
 Strategic Control
Chapter 12 Conclusions

Appendices
References

Remarks by Project Supervisor

Date: