...anTien Nguyen Amna Qureshi Rina Marie Abantao “Jotun - All the Colours in the World” Date: 04.06.2009 Program: Bachelor in International Marketing Fudan University & Norwegian School of Management “This paper is written as a part of the undergraduate program at BI Norwegian School of Management. This does not entail that BI Norwegian School of Management has cleared the methods applied, the results presented, nor the conclusions drawn” Jotun China – All the Colours in the World Executive summary Jotun Kemisk Fabrik A/S was founded in March 1926, operating only in Norway until 1962 when it began to expand internationally. Today Jotun operates in more than 70 countries, and is one of the world’s leading manufacturers of paints and coatings. Jotun has been in the Chinese market since 1983, initially focusing only on marine coatings and protective coatings where the brand became very successful. Encouraged by this, Jotun China decided to enter the Chinese decorative paint market in 2001 with the long term goal of becoming the market’s leading brand. However, after 8 years in the Chinese decorative paint market, Jotun China has not been able to replicate its previous successes. Therefore, we the authors of this thesis, working in collaboration with Jotun China staff, set out first to determine the viability of Jotun’s latest strategy for the Chinese decorative paint market, and second to suggest concrete steps to follow if and when executing this strategy. Our findings...
Words: 50097 - Pages: 201
...EXECUTIVE SUMMARY Mr. Jerry Yu, your relatives in Liuyang invited you to invest in a village-owned fireworks factory. Before you compose your reply, please consider reading the analysis and recommended course of action discussed in this report. The recommended action plan will have a high chance of success because you and the factory employees have shared values and because a great dream should be born - through effort and through fire. I. INTRODUCTION Before making specific strategic recommendations for you or your company, it is necessary to frame such advice by explaining the benefits of an industry structural analysis. An analysis of the overall industry will discuss the characteristics of consumer markets. Then, using Michael Porter’s ‘five forces’ framework, plus consideration for complementors; this analysis will discuss the primary factors in the external environment that can affect a Chinese fireworks business. This report will conclude with a proposed action plan and summary of findings. II. INDUSTRY STRUCTURAL ANALYSIS There are varying countries that may be analyzed here, for example, the fireworks industry in the factory’s domestic market, your own home country, as well as the fireworks industry in significant markets around the globe. In regards to the third sphere of reference, the report looks closest at countries with the following characteristics: having an historically low level of imports of fireworks from China, having a large population, having few...
Words: 4077 - Pages: 17
...The LEGO Company in Asia 1 2 INTRODUCTION .................................................................................................................. 3 THE LEGO GROUP ............................................................................................................. 6 2.1 PRESENTATION ................................................................................................................ 6 2.2 HISTORY ............................................................................................................................ 7 STRUCTURE OF THE PROJECT ..................................................................................... 11 3.1 INTRODUCTORY PART .................................................................................................. 11 3.2 THEORETICAL PART ...................................................................................................... 12 3.3 EMPIRICAL PART ............................................................................................................ 12 3.4 ANALYTICAL PART ......................................................................................................... 13 METHODOLOGY ............................................................................................................... 14 4.1 CHOICE OF THEORY ...................................................................................................... 14 4.2 EMPIRICAL CHOICES .......................................
Words: 46146 - Pages: 185
...International Marketing plan on FlipKart Service Student ID: 350 2015 DEEPAK, STUDENT ID: 350 FlipKart Manager 7/16/2015 FlipKart Service Submitted to Udara Wickramasinghe Submitted by Deepak Kumar Sreeramula (Student ID: 350) ICNZ 2015 Executive Summary China's spectacular economic growth-averaging 8% or more annually over the past two decades-has produced an impressive increase in the standard of living for hundreds of millions of Chinese citizens. At the same time, this economic development has had severe ramifications for the natural environment. There has been a dramatic increase in the demand for natural resources of all kinds, including water, land and energy. Forest resources have been depleted, triggering a RANGE of devastating secondary impacts such as desertification, flooding and species loss. Moreover, poorly regulated industrial and household emissions and waste have caused levels of water and air pollution to skyrocket. China's development and environment practices have also made the country one of the world's leading contributors to regional and global environmental PROBLEMS, including acid rain, ozone depletion, global climate change, and biodiversity loss. Without greater attention and commitment from the centre, China's environment is likely to CONTINUE to deteriorate throughout much of the country, causing further...
Words: 6262 - Pages: 26
...MMS 172.01 MARKETING ACROSS BORDERS COURSE SYLLABUS – Spring 2012 Visiting Associate Professor: George L. Grody 408-6212 & 257-7818 (mobile) ggrody@nc.rr.com or george.grody@duke.edu Course Description: The course will investigate and discuss the theory and techniques used to market to the world’s different shoppers and consumers in both developing and industrialized economies and countries. You’ll gain an understanding of how to market to shoppers and consumers based on the varied insights of each target group. We’ll focus on the “Consumer is Boss” and understand how to influence them at the “First Moment of Truth” when the shopper makes a purchase decision and at the “Second Moment of Truth” when the brand is actually used and the consumer decides if it delivered against the brand promise. The course will include a team project to develop collaboration skills but also to gain deep insights into a specific target group and product. Class participation and discussion will be an important factor in class success. Course Objectives: Students will gain insights into: 1) the behaviors of the world’s consumers; 2) how those differences come about due to differing national, ethnic, cultural, and demographic influences; 3) how certain companies have succeeded and failed at addressing those differences; and 4) how to develop business and marketing strategies and plans to successfully address those differences. Course Materials: We will use a book “The Marketer’s...
Words: 1982 - Pages: 8
...Case 2-1: The Not-So-Wonderful World of EuroDisney – Things Are Better Now at Paris Disneyland 1. What factors contributed to EuroDisney’s poor performance during its first year of operations? What factors contributed to Hong Kong Disney’s poor performance during its first year? Europeans failed to “go goofy” over Mickey in part because of the high prices of the theme park and nearby hotels. Families were reluctant to spend the $280 a day needed to enjoy the attractions of the park, including the food. Staying overnight was out of the question for many because prices ranged from $110 to $380 a night, and $340 to $380 a night at better hotels. Other factors that contributed to poor performance were unforeseen transatlantic airfare wars and currency movements, causing visitors to go to Disney World Orlando for vacation. EuroDisney successfully alienated many European visitors with its iconic American feel at EuroDisney. Many Europeans were put off by the Disney characters which they felt reflected only traditional American Disney characters, not European characters. Disney management’s conviction that it knew best what Europeans liked proved insensitive to the local culture. 2. To what degree do you consider that these factors were (a) foreseeable and (b) controllable by EuroDisney, Hong Kong Disney, or the parent company, Disney? The reluctance of visitors to stopover at EuroDisney due to high prices of the theme park and nearby hotels...
Words: 1288 - Pages: 6
...Course Title: Strategic Management & Case Analysis Department of Business Administration Sylhet International University, Sylhet Submitted by: Shakhor Ranjan Dash Roll No. 11382 MBA 2-2 Submitting Date : 30.11.2012 Dell Case: Question 1 :: What are the advantages to Dell of having manufacturing sites located where they are? What are the potential disadvantages? Answer: Dell’s manufacturing sites are in Brazil, China, Malaysia, Ireland, and the U.S. Advantages of these locations are that some of them are low cost (Brazil, China, Malaysia and, relatively, Ireland), they have educated work forces that are highly productive, and they are near large regional markets. Dell Case: Question 2 :: Why does Dell purchase most of the components that go into its PC from independent suppliers, as opposed to making more itself? (Does does little more than final assembly of components into PC) Answer: Dell outsources because it enables Dell’s business model to be successful. Dell’s comparative advantage is in pricing, customization and rapid order fulfillment, all advantages gained through supply chain management and logistics. By outsourcing, Dell does not carry risks connected to inventory such as obsolescence, Dell can maintain flexibility in its manufacturing, and Dell has lower coordination costs than if it were vertically integrated, producing its own parts. Outsourcing allows Dell to focus on what it does best. Dell Case:...
Words: 5427 - Pages: 22
...International Marketing Freddy Sahinguvu IBC fall semester 3 oktober 2014 Students: Annika Heus Sejin Park Lieke van Nunen Amelie Schuster Irene Stratermans International Marketing Freddy Sahinguvu IBC fall semester 3 oktober 2014 Students: Annika Heus Sejin Park Lieke van Nunen Amelie Schuster Irene Stratermans Marketing plan “La Trappe” Marketing plan “La Trappe” Table of content Chapter 1 Executive summary 4 Chapter 2 Introduction 6 Chapter 3 Organization information 7 Chapter 4 Country for export 8 4.1 Introduction 8 4.2 Numbers of China 8 4.3 Consumer trends 8 4.4 Target population 9 4.5 Different kinds of beers 10 4.6 Conclusion 11 Chapter 5 Internal analyses, 7-S model 12 5.1 Introduction 12 5.2 Structure 12 5.3 Systems 14 5.4 Strategy 14 5.5 Staff 15 5.6 Style 15 5.7 Shared values 15 5.8 Skills 16 5.9 Conclusion 16 Chapter 6 External analyses 17 6.1 Introduction 17 6.2 DESTEP analysis 17 6.3 Demographic 18 6.4 Economic 18 6.5 Social 19 6.6 Technological 19 6.7 Ecological 20 6.8 Political 20 6.9 Conclusion 21 Chapter 7 International competitiveness analysis 22 7.1 Introduction 22 7.2 Porter’s five forces 22 7.3 Conclusion 26 7.4 Dimensions of Porter 27 7.5 Conclusion 29 Chapter 8 SWOT and Confrontation matrix 30 8.1 Introduction 30 8.2 SWOT analysis 30 8.3 Strengths 31 8.4 Weaknesses 32 8.5 Opportunities 33 8.6 Threats 34 8.7 Conclusion 35 8.8 Confrontation...
Words: 25160 - Pages: 101
...\INTERNSHIP (CZBB9019) BA8.1 (Year 2, Term 4) STUDENT NAME: STEVEN KARNADI STUDENT ID: 018BA012 PROGRAMME: REC ADVANCED DIPLOMA IN BUSINESS ADMINISTRATION SUPERVISOR: Mr. Simon Koffi Kpotchie DATE: COMPANY NAME: MUSE ON THE BUND CLUB Project submitted in partial fulfillment of the requirements of the ADVANCED DIPLOMA IN BUSINESS At RAFFLES EDUCATION COLLEGE SHANGHAI, CHINA DECLARATION: 1. Material that is in the analysis of the company internship is the final result of the work of my own work and that due acknowledgment has been given in the source data to all of them in print, electronic or personal. 2. The Word Count of the Internship Project / Dissertation is __________. 3. I have read Raffles College Group Policy on Ethics in assessment and I confirm that ethical issues have been considered, evaluated and appropriately addressed in this study. SIGNED: ACKNOWLEDGEMENTS At the time of this internship I would like to say a big thank you to Mr.Simon kpotchie who has guided me and gave a lot of referrals. then I also want to thank the management of MUSE ON THE BUND CLUB that has given me the opportunity to learn and work in their company so I can get a lot of valuable experience that would be helpful for my future. truly grateful to those who helped! 1.1 The history of Company Muse on the Bund is formed of several members of the founding group...
Words: 6083 - Pages: 25
...Research on the Marketing Strategies of Coffee Chain Business- A Case Study of Starbucks in China 姓 名 （中文） 李佩琪 （拼音） LiPeiQi 学 号 20100301336 所在学院 国际商务英语学院 年级专业 国际商务管理 指导教师 侯香勤 职称 讲师 完成时间 2014 年 2 月 28 日 A Research on the Marketing Strategies of Coffee Chain Business --- A Case Study of Starbucks in China Li Peiqi School of English for International Business Abstract In this article, the writer summarizes the marketing strategies of Starbucks by applying the basic theories of marketing, the SWOT analysis method with the theory support from a lot of reading and information searching. This article argues that the factors which distinguish Starbucks from its competitors in the market positioning are: the pursuit of coffee quality, the well-trained staff, the enthusiasm for making the world better, the attention to it pays to the community and the environment, innovation and the one and only “Starbucks Experience”. Starbucks puts coffee business in primary place, its core competiveness is its culture and values. Since the company locates the business in inspiring human’s spiritual beauty, it is necessary for their marketing means to come from the mental and psychological level. One innovative side of this article is that in addition to using the most basic marketing theory to the analysis of Starbucks' marketing strategy, the...
Words: 6771 - Pages: 28
...CHAPTER 8 IMPORTING, EXPORTING, AND SOURCING SUMMARY A company’s first business dealings outside the home country often take the form of exporting or importing. Companies should recognize the difference between export marketing and export selling. By attending trade shows and participating in trade missions, company personnel can learn a great deal about new markets. Governments use a variety of programs to support exports, including tax incentives, subsidies, and export assistance. Governments also discourage imports with a combination of tariffs and nontariff barriers. A quota is one example of a nontariff barrier. Export-related policy issues include the status of foreign sales corporations (FSCs) in the United States, Europe’s Common Agricultural Policy (CAP), and subsidies. Governments establish free trade zones and special economic zones to encourage investment. The Harmonized Tariff System (HTS) has been adopted by most countries that are actively involved in export-import trade. Single-column tariffs are the simplest; two-column tariffs include special rates such as those available to countries with normal trade relations (NTR) status. Governments can also impose special types of duties. These include antidumping duties imposed on products whose prices government officials deem too low and countervailing duties to offset government subsidies. Key participants in the export-import process include foreign purchasing agents, export brokers, export merchants...
Words: 8210 - Pages: 33
...Case study on US and Chinese culture in business life and negotiations. Sales and negotiations class 2011 Guanxi in Jeopardy – Case Study Intercultural Research In order to find out in what way the American culture of Electrowide as opposed to the Chinese culture of Motosuzhou will influence negotiation attitudes and positions, some intercultural research needs to be done beforehand. In assessing these cultures at an informal level as well as a business or formal perspective, I need to become aware that not all actions or behaviours can be directly explained by cultural differences alone. Sometimes it is a party’s incapability of correctly identifying its position or leverage points within the negotiation which causes rudeness or misunderstandings. Given that in this case (Electrowide VS. Motosuzhou) a linguistic barrier has to be overcome as well, makes finding the right conclusions even harder. Therefore I first need to have studied both cultures intensively in order to come up with a revised preparation for a new negotiation. China To start with I will talk about The People’s Republic of China. With its 1,300 million inhabitants, ancient history and innumerable traditions and customs it is perhaps the most difficult culture to study and to understand as a Westerner. Nevertheless it is a country that has intrigues us all over the course of history. Giving us many great inventions in the past and probably also in the future, as it is manifesting itself in becoming...
Words: 4838 - Pages: 20
...Brand Image in Cola Drinks CASE:Future Cola of Wahaha Group Co.Ltd,China Sun, Jianfei 2010 Laurea Leppävaara Laurea University of Applied Sciences Laurea Leppävaara Brand Image in Cola Drinks CASE: Future Cola of Wahaha Group Co.Ltd,China Jianfei Sun Degree Programme in Business Management Thesis April, 2010 Laurea University of Applied Sciences Laurea Leppävaara Degree Programme in Business Management International Business-to-Business Marketing Abstract Jianfei Sun Brand Image in Cola Drinks; Case: Futre Cola of Wahaha Group Co.Ltd, China Year 2010 Pages 45 In Chinese beverage market, there are three mainly cola brands, Coca cola, Pepsi and Future Cola, these three brand share almost 90% cola market, so that competition is omnipresent ,not only in the consumer market, but also very intensive in business to business market. Business-to-business brand building involves various aspects, for example, attributes of products and services, brand image, brand position, and B2B brand management, Wahaha Co., Ltd as a case company need to build brand image and find a solution on how to be a stronger brand in order to attract more potential customer. The theoretical context of this thesis lies in marketing management. The theoretical emphasis and framework is however in brand management: brand concepts, brand building and brand image. As the study is made in B2B environment the difference between B2B and consumer markets will be specified. The quantitative research...
Words: 12735 - Pages: 51
...International Trade & Academic Research Conference (ITARC ), 7 – 8th November, 2012, London.UK. COCA-COLA: International Business Strategy for Globalization Michael Ba Banutu-Gomez William G. Rohrer College of Business, Rowan University, USA Key Words International Differentiation Strategy, Global Strategy, International Marketing Strategy, Culture in International Marketing Strategy, Coca-Cola Strategy, International Distribution Strategy, Choosing Distributors and Channels, The Challenge of Distribution, Hidden Costs And Gains In Distribution, International Collaborative Strategy, International Labor Relations and Management Strategy, and International Diversification Strategy. Abstract The purpose of this research was to analysis the efficiency of global strategies. This paper identified six key strategies necessary for firms to be successful when expanding globally. These strategies include differentiation, marketing, distribution, collaborative strategies, labor and management strategies, and diversification. Within this analysis, we chose to focus on the Coca-Cola Company because they have proven successful in their international operations and are one of the most recognized brands in the world. We performed an in-depth review of how effectively or ineffectively Coca-Cola has used each of the six strategies. The paper focused on Coca-Cola's operations in the United States, China, Belarus, Peru, and Morocco. The author used electronic journals from...
Words: 10141 - Pages: 41
...Dominguez 15023227 Constanza Olguín 15023226 María Fernanda Herrera 15023228 Marketing in China Professor: Hongxing FINAL PROJECT “Four moments of truth: toothpaste” 2015/06/09 Table of Contents Introduction 3 History Toothpaste history in China4 Colgate History 4 Four moments of truth5 Marketing research Observation 7 Interviews 10 Insights 24 Conclusion 25 References 27 1. Introduction Colgate-Palmolive Company is a multinational firm that is focused on the production, distribution and provision of household, personal products and health care. In this case we focused in a specific product that is the Colgate toothpaste. The project is based in a detailed research about the impact that Colgate is having in the Chinese market with this product and the consumer reaction. To have a more complete idea of how Colgate could improve in the Chinese market. We based our research in the four moments of truth that the consumer experience with the product. Where we studied the interaction that the costumer has with the toothpaste, through interviews and observations. 2. History Toothpaste history in China Toothpaste most likely originated in China, Egypt, and India more than 6,000 years ago. In China, twigs and bones were mashed and mixed with water, salt, and flower petals to form a thick paste. This paste was then put on the end of a sharp bamboo leaf and applied...
Words: 6014 - Pages: 25
