...Marketing in China Before the reforms, under the command economy, Chinese companies took order from the state in production and push the products through state-controlled distribution systems. They never had to advertise, to do consumer research, and to think about marketing strategies. For years, even after the opening and reforms, many Chinese still consider marketing western concept of a dubious practice, something that may be not valid or applicable in China. Marketing proves to be one of the most challenging parts of China operations, perhaps more so than other areas such as accounting, finance, or research & development. For several reasons, First, infrastructure in marketing is underdeveloped, including transportation systems, media development, labyrinth of multi-tier distribution channels, and the severe shortage of qualified marketing personnel. Firms attracted to the longterm potential of this vast country must remember to pay sufficient attention to the basics of producing, distribution and marketing a successful product (Country Commercial Guide 1998), Marketing Strategies In the early 1980s when MNCs first came to China, many thought of China as a huge market with a homogeneous culture and felt standardized global marketing would be effective in capturing the opportunities and improving efficiency. These feelings were confirmed by the desire of Chinese to acquire western technologies and their fascination with products from the West. After living in an economy of...
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...China TRADE Marketing Ricardo Fu MGMT 3105V GBC – Global Business in the 21st Century Walden University Instructor Juan Ortiz October 21th 2012 TABLE OF CONTENTS china TRADE marketing 4 Introduction 4 Business Concept 4 Vision 4 Mission Statement 4 Goals and Objectives 4 Market Analysis…………………………………………………………...…5 Domestic Market Opportunities 5 Foreign/Global Market Opportunities 5 china marketing Introduction China Trade Marketing will be a marketing research company focus on the guidance to trade in China to those companies that are interested to make business in this oriental country. It main purpose of this paper is to show the reader how this company will be structure in terms of vision, mission, goals and objectives. Also we will see the target market or the niche that China Trade Marketing focuses and considering the different opportunities and cultural aspects. Business Concept The name China Trade Marketing emerged from the specialization of the company that is consulting, marketing and research. Nowadays China has become a potential country in which different manufactures moved there due to a low cost labor. Foreign companies saw the opportunities to reach that market but they don’t have the right tools such as language and broad geographic knowledge to start make business in China, that’s why China Trade Marketing, Ltd born. Vision Being one of the first companies to effective support for successful internationalization of...
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...Marketing GMO’s in China When a country is feeding one fifth of the world’s population on a seventh of its available land, they are facing some unfavorable odds. China is not the most fertile country, and they are starting to struggle. The question is, why can’t China speed up the process with the use of genetically modified foods. China is currently trying to get into the GMO market. They currently do import GMO foods into their country, but not for human consumption, they only allow them for animal consumption. Their population is still skeptical to the use of GMO’s, but China being one of the most important and influential players in the global economy, they would be missing out on a great opportunity. Although they are currently working on their own version of GMO’s, the United States is ahead of them in GMO research, they will most likely will be buying American exported GMO seeds. China has one of the oldest cultures in the world. It has changed a lot in the last few years during their industrial revolution. Although most of their ideologies and beliefs are still the same, China is becoming more westernized. They are catching up to the United States, they have a larger labor force and a lot of determination to become the best of the best. If an opportunity was to jump at China to help them get a little closer to where the United States is today, they would jump at that opportunity. This is why we will bring GMO’s to the Chinese market. Agriculture is a large industry...
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...footwear, which would bear the newly designed "Swoosh." The first shoe to carry this design was a soccer/football cleat named "Nike," which was released in the summer of 1971. In February 1972, BRS introduced its first line of Nike shoes, with the name Nike derived from the Greek goddess of victory. In 1978, BRS, Inc. officially renamed itself to Nike, Inc. The sponsorship of athletes became a key marketing tool for the rapidly growing company. By 1980, Nike had reached a 50% market share in the United States athletic shoe market, and the company went public in December of that year. Together, Nike and Wieden+Kennedy, an advertising company, have created many indelible print and television ads and the agency continues to be Nike's primary today. It was agency co-founder Dan Wieden who coined the now-famous slogan "Just Do It" for a 1988 Nike ad campaign, which was chosen by Advertising Age as one of the top five ad slogans of the 20th Century. Throughout the 1980s, Nike expanded its product line to include many other sports and regions throughout the world. Nike entered China in 1980 Nike established its first wholly owned branch in1996 In 2004 Nike purchased over Converse ( sales of Converse had been kept dropping before Nike purchased over it, but after the acquisition, the sales rose for 25% immediately) Adidas...
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...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...
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...Marketing Plan Xiaomi Inc. Natalie Embleton - 17179865 Executive Summary: Lei Jun along with 7 other developers founded a company, Xiaomi in 2010. Since the release of its first phone in late 2011 it has created an estimated global market share on 5.1% this report will focus on a company, customer, product analysis of Xiaomi as well as show a SWOT analysis, discuss key target markets and list the advantages a disadvantages of potentially entering the Australian mobile phone market. Over it all it seems with the right planning Xiaomi have a rather large chance of becoming a well-known phone brand in the Australian market due to its user-friendly interface and affordable pricing. Table of Contents Executive Summary: 2 Product Description: 3 Customer Analysis: 5 Competitor Analysis: Market position: 5 Collaborators: 6 SWOT Analysis: 7 Strengths: 7 Weaknesses: 7 Opportunities: 7 Threats: 7 Market Segmentation: 7 Lifestyle And Psychographics: 8 Demographic: 8 Geographic: 8 Behavioural: 8 Alternative marketing strategy: 8 Price Focus: 8 Differentiation: 9 Diversification: 9 Selected Market Strategy: 9 Price: 9 Product: 9 Place: 9 Promotion: 9 Advantages And Disadvantages Of Entering Australia: 10 Advantages: 10 Disadvantages: 10 Conclusion: 10 Product Description: A serial entrepreneur Lei Jun founded Xiaomi Inc. who believed that high quality technology doesn’t need to cost a fortune. Xiaomi is a privately owned...
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...investigates and analyses the market for edible oil in China, grape seed oil in particular, to find out whether it would be profitable to sell it in China and find out the best channel of distribution. The study consists of both macro and microenvironment analysis based on secondary research of industry research reports and local government statistics. Moreover, this report aims to provide recommendations on the best ways to launch the product and proposes possible marketing strategy. TABLE OF CONTENTS. EXACUTIVE SUMMARY TABLE OF CONTENTS 1.INTRODUCTION 2.PROJECT STRUCTURE MARKET RESEARCH 3.1 MEGA ENVIRONMENT ANALYSIS 3.1.1 ECONOMIC ELEMENT 3.1.2 POLITICAL/LEGAL ELEMENT 3.1.3 TECHNOLOGICAL ELEMENT 3.1.4 SOCIO-CULTIRAL ELEMENT 3.2 MARKET POTENTIAL 4. MARKETING STRATEGY 4.1 INTERNAL SWOT ANALYSIS 4.2 MARKETING STRATEGY THROUGH MARKETING MIX 4.3 MARKETING PROPOSAL REFERENCES 1. INTRODUCTION Nan Fei Long Food Trade Co. Is a company established in 2011 and is a Wholly Owned Foreign Enterprise (WOFE) with the centre of operations in Wuxi. The company sells pure grape seed oil produced in South Africa.The company is interested in expanding their operations and looking at importing the product to China. The owner of the business is looking for recommendations on how to launch and market the product in China. Grape seed oil offers innumerable health...
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...Presentation of Caroll a) Caroll and Vivarte b) Historic of Caroll II) The company’s mix marketing: a) The product b) The place c) The price d) The promotion III) Chinese market audit - PESTEL analysis: 1) The political environment 2) The conomical environment 3) The social environment a) Chinese cultural specificities b) The chinese purchasing attitude 4) The legal environment IV) The SWOT matrix a) Strengths b) Opportunities c) Threats d) Weaknesses V) PORTER’s five Forces matrix: a) Threat of new entrants b) Power of supplier c) Power of buyer d) Treat of substitute e) Industry rivalry VI) The Boston Box VII) The Ansoff matrix: Conclusion: References Introduction: In order to build a marketing plan properly we need to introduce the subject which is the expansion of Caroll in the Chinese middle class market. First it’s important to get to know the market we want to enter; PESTEL analysis will give us an overview of the particularities and difficulties of the Chinese environment we will have to overcome. We will then highlight the strengths and weaknesses of the company and point out the opportunities and threats we’re to meet. To do so we will use different tools matrixes -The Boston box, Ansoff matrix - and analysis schemes such as the marketing mix 4 P’s, SWOT and Porter 5 forces. These elements will help us to define properly the marketing strategy that matches with the Chinese expectations and our abilities. We are beginning...
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...Marketing American Western Art in China Lewis Clark State College Business 482-7501 Introduction Specializing in American Western and wildlife art, the idea of penetrating the Chinese art market is very intriguing, and it has been on the mind of art dealers of all genres for years. The first section of this paper will analyze China and the business experience including GDP, etiquette, negotiating, business attire, and banquet dinners. The next section will discuss China's market structure and direct foreign investors. Third, discusses China's demographics followed by advertising regulations. Finally, the Chinese art market will be introduced and in section two, a marketing strategy will be proposed to enter China's art market, create demand for American Western and wildlife art, and discuss strategic partnerships and co-branding opportunities. China And The Business Experience For centuries, China stood as a leading civilization, outpacing the rest of the world in the arts and sciences, but in the 19th and early 20th centuries, the country was beset by civil unrest, major famines, military defeats, and foreign occupation. After World War II, the communists under MAO Zedong established an autocratic socialist system that, while ensuring China's sovereignty, imposed strict controls over everyday life and cost the lives of tens of millions of people. After 1978, MAO's successor DENG Xiaoping and other leaders focused on market-oriented economic development...
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...Report I for Internet Marketing Improving E-marketing Strategy for IKEA in China Topic Reasons: 1. Poor response rate on IKEA social websites (Weibo, Douban) and the official community Though IKEA has their official online community and accounts on the most popular social websites; neither has got enough attention and effective interaction. 2. Good online product presenting on IKEA.com but lack the featuring experience of IKEA. The official website is designed in a simple way. The main purpose of it is to present the products in a 360 degree way to consumers online. IKEA.com excels at giving clear information and vivid view like exactly what they do in their paper catalogues. However, we were expecting more on the website. They allow consumers to design their own closet, but the app runs promptly. They feature on their on-site experience, but no such experience is given online, and you cannot even buy the piece online in China. With technologies advanced every day, how can IKEA.com just be a catalogue online? It’s a challenging work, but we believe it can be better. Introduction: IKEA is a Swedish company registered in the Netherlands that designs and sells ready-to-assemble furniture (such as beds, chairs, and desks), appliances, and home accessories, featuring Scandinavian modern style. IKEA is now operating more than three hundred stores in more than 40 countries. The IKEA website contains about 12,000 products and is the closest representation of the entire...
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...Marketing analysis of five-star hotels in Suzhou city, Jiangsu province. I. Introduction “Oriental Venice” or “Paradise on Earth” that is how Suzhou usually called in travel directories. Suzhou was previously named the tourist city with the "most quintessential Chinese style" and a "Top 10 city of leisure in China" (1). Amazing places of interest as well as unique traditional festivals and local nature attract more and more international and domestic tourists every year. Obviously, this trend requires simultaneous development of the hotel industry. However, it is essential to keep the balance between growing supply and demand in the region as a main condition for a profitable hotel business. II. Suzhou general information. Suzhou is one of the key cities in Yangtze Delta which is renowned world-wide as a cultural, historic, industrial and tourism center. 1. Location 1.1 Geographical position and climate. The city is located in the South of Jiangsu province, boarding Shanghai on the East, the Taihu Lake on the west, Zhejiang province on the south and the Yangtze River on the north. Situated at the temperate zone and with subtropical oceanic monsoon climate, Suzhou enjoys four distinctive seasons, mild temperature and abundant rainfall. Since 42% area of the city is covered by water, including a vast number of ponds and streams, Suzhou is praised as the 'Oriental Venice'. Together with its mild climate, making it an available destination all year round, fertile...
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...A marketing plan for TWG Tea to enter China market Table of contents Executive Summary 3 1.0 Introduction 4 1.1 Product background 4 1.2 Company background 4 1.3 Country background 4 2.0 Business Evnrionment 5 2.1 PESTEL analysis 5 2.2 SWOT analysis 6 2.3 Market analysis 8 3.0 Marketing strategy 8 3.1 Objectives 8 3.2 Target market 8 3.3 Positioning 8 3.4 Marketing mix 8 3.4.1 Product 9 3.4.2 Price 9 3.4.3 Place 10 3.4.4 Promotion 10 4.0 Implement and control 11 4.1 Implement 11 5.2 Control and evaluation 12 5.0 Conclusion 12 6.0 Reference 14 Executive Summary This marketing plans aims to help TWG Tea, a well-known tea brand operating in Singapore, to enter tea market in China. Through using PESTEL and SWOT analysis models, it finds that China is a high potential market for TWG to earn new growth. However, fierce competition and poor advertising performance of TWG and other limitations all can be big barriers to the entry of the brand. Considering the strong demand and satisfied purchasing capacity, TWG can target upper income groups who have strong beliefs in the health effects of tea to make greater sales. 1.0 Introduction 1.1 Product background TWG Tea is a premium and luxury team brand provided by The Wellness Group. As a well-known tea brand in the international world, this brand provides...
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...4/11/2012 SOCIAL MEDIA - AN OPPORTUNITY FOR FASHION BRNDS MARKETING IN CHINA Table of Contents Chapter 1 1 Introduction 1 1.1 Introduction 1 1.2 Background 2 1.3 Rationale of the Research 2 1.4 Problem statement 3 1.5 Aim and Objectives 3 1.5.1 Aim of the Study 3 1.5.2 Objectives of the Study 3 1.5 Research Questions 4 1.7 Significance of the Research 5 1.8 Dissertation Structure 5 Chapter II 6 Literature Review 6 2.1 Introduction 6 2.2 Consumers’ decision making and Internet 7 2.3 Consumer Behavior and Fashion trends 7 2.4 Branding and the Internet 9 2.5 Communication and Fashion 10 2.6 Sustainable Fashion and the Internet 12 2.7 Global Followers 12 2.8 Internet in China 13 2.8.1 The Public Containment 14 2.8.2 The Power of Internet in China 14 2.8.3 Internet and Politics in China 15 2.9 The Use of Internet in China 15 2.9.1 Socio-culture of China and the Internet 16 2.10 Fashion and Marketing 16 2.10.1 Consumer Intention 17 2.11 Summary 18 Chapter III 19 Research Methodology 19 3.1 Introduction 19 2.11 3.2 The philosophy of research - Positivism 20 2.12 Strategies for research 21 3.4.2 Sampling Procedures 21 3.4.3 Questionnaire Designing 22 2.13 3.6 Time Horizon 23 3.7.1 Secondary data Collection 23 3.8 Data Analysis Methods 23 CHAPTER IV 25 Data Analysis &Findings 25 4.1 Introduction 25 4.2 Data Analysis and Findings 25 4.2.1 Gender Distribution 26 4.2.2 Age Distribution 27 4.3 Internet and Social Networks usage...
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...Coca-Cola marketing channel strategy study in China Chapter Coca-Cola Company's development in China Section the basic situation of Coca-Cola Company 1. Coca-Cola and the company's produce Coca-Cola, the world's one hundred years the popularity of the wonderful liquid is from the United States in 1886 in Atlanta, Georgia pharmacist John Dr. Peng Bodun (John S. Pemberton) in the backyard at home, will Carbonated water and sugar and other ingredients mixed in a triangle pot in the invention. "Coca-Cola" is the English name was Pemberton's assistant and partner in accountant named Robinson. Robinson is a classical calligrapher, he considered that 'the two capital C character will look great', so he had to personally write cursive scripts using Spencer's 'Coca-Cola'. 'coca' is the son of refined spices cocoa leaves, 'cola' is the fruit of the cocoa component removed. "Coca-Cola" trademark has not changed over the past century. In 1892, businessman Hom Chandler in 2300 U.S. dollars to buy all the secrets of Coca-Cola franchise, and the creation of Coca-Cola Company. Under his leadership, less than three years Bianba Coca-Cola extended to across the country. In 1899, Benjamin Franklin Thomas andղķʿ??̘ Whitehead signed with the Candler regional development in the United States most of the bottling business contracts. Since then its development momentum will be unstoppable in 1904 developed into a 120 bottling...
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...#1: Product – not just another knock-off Competing only on price was not what XiaoMi has chosen as their core strategy. Surely, their phones and tablets are cheaper than Apple’s and Samsung’s but, by far, not the cheapest ones in the market. There are cheaper smartphones that flood China, however all of them have a major flow – poor quality. Essentially, those devices are reverse-engineered versions of Samsung models built from cheaper materials. By coming up with a good quality phone at lower price range was the key strategic move that put XiaoMi firmly on the map. The phone has a robust case, high quality screen and a reasonable battery. It doesn’t break easily, unlike cheaper copycats that start having issues after just a few months of use. By building it’s own Android-based OS called MIUI, XiaoMi phones got new exciting features not found on standard Android devices as well as plenty of customization options. #2: Price – pay less now, pay more later XiaoMi has also realized that selling cheaper phones near their actual cost was not a sustainable long term strategy, so they decided to go with the Amazon’s model – just cover the cost of the devices and make money from selling content. Although, XiaoMi is often compared to Apple, especially considering the fact that their founder, Lei Jun, resembles Steve Jobs in his style and charisma, it is clear that XiaoMi’s true inspiration comes from Amazon. Also, XiaoMi mostly sells online which further reduces cost of sales and...
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