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Rbs China

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Submitted By wzxkyz
Words 3746
Pages 15
* Module Code: PM003
• Class/Group: Section 4
• Assessment Title: Project Report
• Assignment Title: RBS move to China
• Tutor Name: Paul Hunter
• Student ID Number: 2149275
• Date of Submission: 12th June, 2014

Contents Introduction 2 PESTEL analysis 2 Political: 2 Economic: 3 Social: 3 Legal: 4 Environmental: 5 Technological: 5 SWOT analysis 6 Strength: 6 Weakness: 6 Opportunities: 7 Threats: 8 SWOT integrations: 9 Entry Mode and Analysis: 10 Marketing strategy 12 Product: 12 Promotion: 13 Place: 13 Price: 13 Public relations: 13 Reference: 14

Introduction
China is the second leading economy entities in the world, and still remains a high GDP growth rate in recent years (BBC, 2011). Along this high economy development rate, there would be lots of opportunities for RBS to develop its business in china, and this report is to analyze china’s macro marketing environment and evaluate opportunities for RBS entering china. This report consist of four parts: PESTEL analysis, SWOT analysis followed by entry modes and marketing strategy.
PESTEL analysis
Political:
Before china’s new leadership Xi Jinping come to power, china issued several positive financial reforms include: increase foreign debt quotas, relax QFII (Qualified Foreign Institutional Investors) scheme entry requirement and loosen policies toward equity investment holdings for foreign companies. (Leung and Yung, 2012:12). After Xi Jinping taking control, he accelerates financial reforms and introduces series of economic liberalization initiative at the CCD’s Third Plenum 2013 which promised gradual retrenchment of Chinese state’s visible hand (Sung, 2013). One of the most representative reforms is the plan to develop Shanghai as an International Financial Center (IFC) (Leung, 2012:13). In line with this plan, Shanghai pilot free trade area (FTA) was

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