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International marketing entry strategy for Cow & Gate in China
Pages 12 (3012 words)
International Marketing Entry Strategy for Cow & Gate in China 1.0 Introduction Cow & Gate (C&G) is the leading baby feeding brand in the UK, dedicated to providing tailored nutrition to babies. C&G Specializes in producing milk for the healthy development and growth of bottlefed babies, infants and toddlers (Cow & Gate, 2013).
Recognizing that China has huge potential for baby food, C&G aims to enter and market its products in China. An evaluation of the business environment and market potential would help decide international marketing for China. 2.0 PEST Analysis of China 2.1 Political China’s political and social landscape is stable because of decades or opening up of the economy and the reforms that have been brought about. The Communist Party of China (CPC) has improved governance according to the needs of the people. Political stability has been achieved as people were invited to participate in politics (China Daily, 2011). The voices of people have been heard and their interests safeguarded. The Chinese people seek stability, improvement in the standards of living and enhancement of national strength. There are apprehensions whether under new leadership of Xi Jinping decentralization and liberalization would continue unchanged (Huang, 2013). Protests have become the natural form of expression due to lack of direct elections and a string civil society. As such, the provincial leaders take steps they consider appropriate to promote growth and maintain political stability. ...
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