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Marketing Plan: Introducing flashcards to China - Research Paper Example

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Marketing Plan: Introducing flashcards to China

Flashcards are not only used in elementary and secondary school education, they are utilized at the university level as a means of promoting better training and study for many students all over the world. This marketing plan examines the Chinese educational market to determine the best method of introducing flashcards into this market. It identifies the most appropriate target market, the approach to new market entry, the costs of implementing the plan, potential competition, and market conditions that will either pose threats or advantages to new market entry. The Target Market The academic school year for Chinese students is exhausting, an environment in which success in learning is strongly reinforced by parents. In universities, students are given so much homework that it often takes them until 11pm or even midnight to complete it all (MKL 4). The workload given to students is absolutely massive in an environment where students are driven to achieve very high grades and where they are often punished by their parents for failing to exceed expectations for success. In fact, if students are caught engaging in recreational reading instead of completing homework, the retribution is quite severe (MKL 4). It is important to understand the cultural dynamics and the actual workload given to students at universities in order to determine the target market. The Chinese culture is highly collectivist, meaning that group membership and group loyalty are important cultural needs and expectations in Chinese lifestyle (Hofstede 71). Therefore, with many parents reinforcing the importance of success in academics, this cultural dimension is passed down from generation to generation and becomes part of the social and cultural norms in the country. Collectivist cultures place much emphasis on saving face (keeping a good reputation) which provides enormous advantages for ensuring flashcard market entry is a success. Students who do not succeed and are unable to learn complicated learning materials provided by the university can face social humiliation and considerable dishonor. Accordingly, the target market for flashcard introduction in China will consist of the 16-24 year old markets, those with the most to lose for failing to meet academic expectations. This market in China is in a stage of development, according to psychological theory, where exploring and finding their identities is very important for emotional stability and for social belonging (Morris and Maisto 176). With China being a collectivist culture, flashcards have the ability to provide students with important psychological improvement, enhance social belonging, whilst also satisfying their need for building an important reputation for success and achievement. This is the market most likely to buy flashcards if there is effective promotion that plays upon cultural dimensions and the psychological needs of the group. The Marketing Approach This marketing plan, based on findings about the cultural and psychological needs of the 16-24 year old markets, will utilize psychographics in all areas of promotion. It will be important, according to marketing theory under psychographics, to build important emotional connections with the identified target ...Show more

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YOUR NAME HERE YOUR COURSE HERE YOUR TUTOR HERE DATE HERE Marketing Plan: Introducing Flashcards to Chinese Market Summary Enrollment in Chinese secondary schools and institutes of higher education has increased dramatically over the last decade. Between 1998 and 2005, enrollment at universities increased by a ratio of 3.7, moving from 830,000 to 3,068,000 (Li, Zhang and Zhao 5)…
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