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. However, discretionary action is required as force can lead to violence and leniency can encourage protestors to extract even more from the system. The top authorities however, work in the interest of the people. Nevertheless, the nation lacks accountability at the bottom level and this, needs to be changed. 2.2 Economic Economic reforms in the country have been in place since the 1970s when the economy started moving from a centrally planned one to a more market-oriented one. It has opened up the economy to the world and its accession to World Trade Organization further accelerated the process of integration into the world economy. As a result China became the world’s largest exporter in 2010. State-owned enterprises that are considered important to ‘economic security’ are given support. The restructuring of the economy has led to ten-fold increase in GDP which currently stands at $8.26 trillion (CIA, 2013). China was the second largest economy in the world in 2012 but still per capital income is below the world average. In 2005 China revalued its currency and moved to an exchange rate system that references several currencies. Unemployment rate in China is 6.1 percent and inflation rate is 3.2 percent (Sharma, 2012). China has a labour force of 815.3 million as of 2010, of which 43 percent are in the service sector. China’s economy has experienced a strong annual GDP growth rate of ten percent in the past five years (Bharat Book Bureau, 2012). The drivers of growth of the Chinese economy include high rate of savings, abundance of skilled labour, and urban growth. Inward FDI has been a strong driver of economic growth in China. Leading MNCs in every sector have been making inroads in China which has positively impacted the local manufacturers. It encouraged innovation and consequently led to low-cost production. Economic reforms and simplification of tax laws and FDI procedures have made China a very attractive destination for investment and growth. 2.3 Social China has a population of over 1.3 billion of 16.6 percent are in the age group of 0-14 years. The literacy rate is 92.8 percent and the main religion followed is
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)…
Messengers, who generally travel by bicycle, maintained one consistent problem: when attempting to deliver their goods and services, the riders always found their bags wet. The Freitag brothers set out to design waterproof, functional and heavy-duty bags that would withstand the elements for this specific purpose (Freitag.ch 2012, p.1).
Most often, innovation is conducted as a private activity within an organization in a series of narrowly managed steps. Keeping in mind the importance of marketing and innovation, companies must understand their product to be able to market them. According to Bill Campbell in an interview, only engineers know the information that they should get and deliver about the product they have produced and only effectively communicating that information to the customers would yield desired results.
ive Strategy (Porter’s Generic) 15 4.2 Segmentation 18 4.3 Ansoff Matrix for Proposed Strategies 18 4.4 Positioning 20 5.0 Market Mix Standardization vs. Adaption 20 5.1 Product 20 5.2 Price 21 5.3 Place 21 5.4 Promotion 21 5.5 People 22 5.6 Process 22 5.7 Physical Evidence 22 6.0 Implementation, Evaluation and Control 22 6.1 Timescale for Each Objective 22 6.2 Total Marketing Budget Available 23 6.3 Control and Feedback Systems (Balanced Scorecard) 24 7.0 Conclusion and Recommendations 24 References 26 Bibliography 29 1.0 Introduction This report is an effort to develop a marketing plan for Holiday Inn in UAE.
However in the 1990s with China's growing economy and ensuing economic boom, Toyota saw the need to expand its operations aggressively into the Chinese market. With that one goal in mind the organization set up operations and looked at further penetrating and increasing its market share in China.
In addition, countless thanks should go to all MBA professors, which are listed as follows:.
Most of all, I owe a lot to informants, both British and Chinese, ranging from CEOs, industry analysts to shop managers, who devoted their time and effort to attend my face to face and telephone interviews.
f regional trading blocs; the creation of market economies, particularly in Eastern Europe; and advances in production and communications technologies (Malhotra, Agarwal and Ugaldo, 2003, p. 1)”. Johanson and Vahlne (1990) as cited by Moen and Servais (2002, p.49), defined
that are fascinated by foreign products and brand names, as well as the middle class, who have demonstrated an increasing willingness to consume new products and services (Lister, 2014).
In the initial stages – within the first 4 years – acquisition will focus on direct
ult, this paper will discuss the way Starbuck Corporation in China and UK was created and how it changed over time especially with increased competition in a marketing environment based with cultural differences. More significantly, this study wants to emphasize the strategic
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