Millie's Cookies Marketing Plan: China

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Millie’s Cookies Marketing Plan: China Executive Summary The study was aimed to prepare a marketing plan for Millie’s Cookies’ expansion into China. For this, a strategic review of the external and the internal factors associated with the entry of Millie’s Cookies in China was conducted.


Following this, the prospective marketing strategy of the company in terms of segmenting, targeting and positioning itself in the minds of Chinese consumers, as well as the implementation of the strategy were formulated. Furthermore, the financial objectives and the control measures to be followed were also set and the sales forecasting & break even analysis were conducted. It was revealed from the overall assessment that Millie’s Cookies should promote itself as a high profile urban consumer brand and position itself as a premium brand. This would necessitate Millie’s Cookies to employ the strategy of market penetration in addition to customised product development in order to sustain the consumers’ interest. ...
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