StudentShare solutions
Triangle menu

Capturing a market - product development - Essay Example

Not dowloaded yet

Extract of sample
Capturing a market - product development

There has been news about inferior quality of Chinese products, harmful Chinese products, china's conflict with Tibet, contaminated liquor, etc.
In its aspiration to be a global marketer, china needs to strategise its move so that it appears as the strongest contender across the globe. It needs to establish a positive and congenial brand equity with conscious efforts to undo the tarnished image.
China as a brand is very popular with the world. There is no dearth of FDI in the country. Even amidst economic crises, China expects a drop of only 10% as far as FDI is concerned. Thus there is immense brand awareness and china is viewed as a market with huge potential. Thus the attitude of the customer is positive. China now needs to create brand knowledge and a positive perception of ethics and behaviour.
China is known to be a conservative society and it maintains a particular code of conduct with regards to business practices. It offers talent as far as skilled workers is concerned, cheap labour for production, raw material at competitive prices and great entrepreneurs. They are a closely bound society and Chinese expatriates take care of development in the country, the Chinese talent is spread across the world and occupy high levels in organisations.
A. Designing marketing strategy:
A well designed and precise marketing strategy will generate brand awareness and brand associations, thereby effecting consumer knowledge in a positive manner.
A. Showcasing China: Participate in expositions and showcase china as a tourist destination, industrial destination, HR destination, investment destination, etc. Alongside convince about the ethical practices and the approaches Chinese adopt in various situations. Any negative news should be countered through creative ways.
B. Establishing China as a quality producer- Reposition: China faces the brunt of the buyers on the grounds that the product though cheap does not last long and is beyond repair most of the time. It's about time this perception is changed. Technological advancement should be followed and quality products should be manufactured and exported to the global markets. In doing this of course the price competitiveness will have to be maintained.
C. Investments in R & D: Research and development initiatives will alter china's image as a market that imitates and makes the products at a cheaper cost. It should design and manufactures some trade marked products so that there is a change in the perception.
D. Public Relations: To rebut a few charges against few industries for instance baby food industry, china should indulge in heavy P R exercise stating facts and coming up with clarifications. Through P R it should also initiate write ups and articles in other countries stating strengths of brand china, its new initiatives, new products, etc.
E. Communication strategy: A communication strategy should be adopted each year with specified agenda which gives guidelines to all the involved personnel on what ...Show more

Summary

China has suffered from a spate of disasters and negative news and bad publicity. Given China's larger term intention and plan to be a major global marketer, what advice would you offer to the government to build up the brand equity You should make use of Aaker's or other relevant brand equity model(s) to support your proposal.
Author : durganrosemary
Capturing a market - product development essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"Capturing a market - product development"
with a personal 20% discount.
Grab the best paper

Related Essays

Pricing - New Product Development
In long-term goals, the primary objective is to initiate a marketing mix strategy with a right set price for effective product development. Market promotion is a secondary stage, which would be possible if a pricing strategy is there to meet it adequately.
14 pages (3500 words) Essay
Product Development
The strategy of new product development is implemented in seven steps, which let to analyze and appraise reasonability and effectiveness of new commodity line in a full way. The stages of product development are the following:
2 pages (500 words) Essay
An analysis of a current product portfolio and recommendation of a new product for the UK market, taking into account the market
It is a British multinational company established by John Cadbury. Initially, it was a small grocery shop of cocoa and drinking chocolate. Later John Cadbury rent a small factory in Birghingam and started manufacturing his own products of cocoa and different types of chocolate.
12 pages (3000 words) Essay
Product Development
The life cycle of the product development of the Sony spherical speaker went through the following phases. A new product development process starts with the search for ideas. Many of the best ideas come with asking the customer what they need. Being the primary users of the product, often they are aware of the product characteristics with respect to the consumption perspective.
12 pages (3000 words) Essay
Supply Chain Management Early Supplier Involvement: Implications for New Product Development
They had pioneered the Skid Steer loader market around 35 years ago .In the process, they contracted the engineering and manufacturing activities of Skid steer loaders to one of their competitors, a company called New Holland, who agreed to sell their excess capacity to Deere & Company.
8 pages (2000 words) Essay
Product Market Development
The distinct stages of an industry/product life cycle are: introduction, growth, maturity, and decline. Sales generally starts slowly at the introduction phase, take off rapidly during the growth phase. At maturity the business comes at sizeable level and then sales begin a gradual decline.
6 pages (1500 words) Essay
NEW PRODUCT DEVELOPMENT
Insufficient time becomes a possible challenge when the length of time to develop a new product will not catch up with the launch of a new product based on a marketing intelligence report. Because the time frame of the
8 pages (2000 words) Essay
Product development
However, this group of customers could be divided into separate representatives: businessmen who buy masterpieces as an investment, gallery-owners who buy to re-sell in future, ordinary people who want to present their dearest and nearest an
3 pages (750 words) Essay
Development of an Advertising Campaign for a familiar product/service
ntains divisions that produce products of steel, aluminium, and stainless steel for cropping, drilling, punching, welding, tapping, notching, and the band saw cutting. It offers high-quality products for its products to both to the local and international markets. A construction
7 pages (1750 words) Essay
Product Development
The company has employed the latest technology in ensuring that they not only make a bag that accommodates a lot of personal items, but also that the bag is safe.
With flight passengers being the company’s target market, it hopes to be aggressive in its marketing including the use of social media.
2 pages (500 words) Essay
Get a custom paper written
by a pro under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
YOUR PRIZE:
Apply my DISCOUNT
Comments (0)
Rate this paper:
Thank you! Your comment has been sent and will be posted after moderation