Please use this identifier to cite or link to this item: https://hdl.handle.net/10356/10398
Full metadata record
DC FieldValueLanguage
dc.contributor.authorCheong, Pearlyn Chi Lin.en_US
dc.contributor.authorSim, Clara Wen Jia.en_US
dc.contributor.authorToh, Alfred Hao Kiat.en_US
dc.date.accessioned2008-09-24T07:43:14Z-
dc.date.available2008-09-24T07:43:14Z-
dc.date.copyright2007en_US
dc.date.issued2007-
dc.identifier.urihttp://hdl.handle.net/10356/10398-
dc.description.abstractOur paper aims to explore the feasibility of renting luxury goods to tertiary students or renting other products such as apparels, accessories and electronics to new customer segments. A new technique termed “Rolling Focus Group” is adopted for our focus group study. This method allows us to explore this new business idea further with maximum flexibility. Numerous issues were brought out and discussed by the participants. A total of seven issues were rolled out, namely, face, situations, experience, trying out, variety, renting being a trend and renting for a short period of time. Participants in general have major concerns with regards to renting and their perception of renting luxury goods is predominantly affected by the face issue. With the issues on hand, we then went on to discuss how these issues are resolved through marketing efforts. Using Ansoff Growth Matrix as a guide to counter our competitor, we have decided to focus on Product Development strategy. Our proposed marketing strategy and breakeven analysis provides evidences that our rental business model of luxury apparels, accessories and electronics will be feasible if the awareness of renting is heightened.en_US
dc.rightsNanyang Technological Universityen_US
dc.subjectDRNTU::Business::Marketing-
dc.titleFeasibility of luxury renting to tertiary students.en_US
dc.typeFinal Year Project (FYP)en_US
dc.contributor.supervisorMcGovern, Ianen_US
dc.contributor.schoolCollege of Business (Nanyang Business School)en_US
item.fulltextWith Fulltext-
item.grantfulltextrestricted-
Appears in Collections:NBS Student Reports (FYP/IA/PA/PI)
Files in This Item:
File Description SizeFormat 
NBS-REPORTS_2952.pdf
  Restricted Access
416.97 kBAdobe PDFView/Open

Page view(s) 50

260
Updated on Jan 25, 2021

Download(s)

6
Updated on Jan 25, 2021

Google ScholarTM

Check

Items in DR-NTU are protected by copyright, with all rights reserved, unless otherwise indicated.