Hong Kong Mart-Key Limited

Mart-Key Incorporation is one of the leaders in the World-wide label and ticketing industry. Since the production base of its customers having been moving to Asia, its Asia regional office-Hong Kong Mart-Key Limited ("Mart-Key") is increasing its business turnover significantly.Besides, the customers request Mart-Key to deal directly with their sub-contractors in Asia. This inevitably increases Mart-Key's co-ordination efforts and leads to a high human resource cost.This article intends to conclude the strategic changes requirement in a market-oriented approach, and further analyses the marco-environments as well as the competition forces, for purpose of assessing the strategic changes requirements.Finally, this article puts the strategic changes into plans of different time horizons. A short term strategy has been suggested to refine the operating environment for implementation of the long term strategic plan, which will lead to an integrated business partner relationship. Mart-Key will ultimately develop customer loyalty and avoid destructive price competition.