The age of consumerism has accentuated the need for business organizations to ensure distinction between products and services so as to emerge successful in the competitive and turbulent business market. A section would also be devoted towards analysing the ethical aspects in marketing communication. Thereafter a primary study would also be conducted to analyse the consumer behaviour of the target market audience so as to finally conclude the study and suggest a set of plausible recommendations for the company so as to ensure sustainable competitive advantage in the lucrative Chinese consumer market.
The era of globalisation has opened up a plethora of opportunities for business organizations. The emergence of new markets like Russia and China has opened up opportunities in a market where the traditional markets like Europe and USA are getting saturated beyond limits. However in order to make a successful international expansion it is very necessary to have a well knit business plan so as to effectively capture the market. Marketing communication plays a very significant role in this regard. This is because of the fact that marketing communications are the only source where the company conveys its intended message to the target market audience. In case of new markets this assumes even more significance as the positioning and image of the brand is largely developed as a result of marketing communication strategy used by the company. The present study would analyse the integrated marketing communication strategy for Apple for its proposed expansion into the Chinese market. ...Show more