Impact of Product Line Mix Strategy to Improve Sales: A Case Study of Jay Gee Levis Store Singapore

By

ABSTRACTv

CHAPTER 1: INTRODUCTION1

1.1 Introduction1

1.2 Rationale for the Research Work1

1.3 Significance of the Study:2

1.4 Aims4

1.5 Objectives4

1.6 Research Questions6

1.7 Timescale6

CHAPTER 2: LITERATURE REVIEW8

2.1 Introduction8

2.2 Overview of the Company8

2.3 Brand Awareness and Loyalty8

2.4 Product Line Extension9

2.4.1 Types of Product Line Extension10

2.5 Product Line Extension as Competitive Tool11

2.6 Singapore's Economy13

2.7 Large Scale Format of Jay Gee Levis Store Singapore14

2.8 Conceptual Model15

CHAPTER 3: METHODOLOGY17

3.1 Introduction17

3.2 Research Design17

3.3 Sample Size18

3.4 Data analysis18

3.5 Ethical considerations18

CHAPTER 4: ANTICIPATED RESULTS19

REFERENCES20

APPENDIX22

Section A: Research Questionnaire22

Part 1: General Information about the Company23

Part 2: Customer's Perception Survey23

Part 3: Profile Questionnaire Survey25

LIST OF FIGURES

Figure 1: Product Life Cycle2

Figure 2: Product Line Extension10

Figure 3: Singapore GDP13

Figure 4: Singapore's Purchasing Power Parity14

ABSTRACT

This research proposal has taken under consideration Jay Gee Corporation, which is currently experiencing a problem in generating sales revenue. The problem is due to the poor product mix strategy that the firm was adopted by the company. This proposal has entailed an evaluation of how Jay Gee can integrate product line mix strategy in order to improve its sales revenue. A comprehensive literature review has been conducted to illustrate the relevance of the subject under investigation. The review has aimed at establishing the links between the study and previous studies on the subject matter. Qualitative research design has been employed in the process of conducting the study. The method of data collection and analysis together with the sample population to be used in the study are clearly illustrated. The researcher has also appreciated the importance of human factors in conducting the study. Consequently, a number of ethics to be observed in the process of conducting the study has been clearly illustrated. The various activities to be undertaken to complete the study successfully has been outlined. The expected timeframe within which the specific activities should be completed has also been mentioned in the proposal. The resources necessary to conduct the study has been identified and explained in detail.

CHAPTER 1: INTRODUCTION

1.1 Introduction

This chapter will be providing an overview of the whole research work. It will be laying out research aims and objectives and identifying the research questions of this study. Furthermore, the background of the research work will also be given in this chapter along with the rationale for carrying out research on this topic.

1.2 Rationale for the Research Work

A research was conducted by the managers of the company in order to identify the factors that have negative impact on the performance of the company's operations. From the survey, it was identified that high turnover of sales personnel, poor awareness, and an ineffective product mix to be amongst some of the reasons for poor sales revenue performance. Therefore, the management of such organizations use to research on the product-line mix strategy and needs to adopt its repositioning efforts. However, this research work will be helpful for the company in revamping its strategies for achieving better results.

By implementing product line strategy, Jay Gee can be able ...