Marketing Clif Bar to China

10815 Words44 Pages
Term Project Marketing Clif Bar to China Abstract Clif Bar is a family owned private business that was formally launched in 1992 by Gary Erickson. In deciding where to introduce Clif Bar, we debated between India, China, Brazil, Spain, and Egypt, before finally deciding on China as our launch country. Looking at indicators such as GDP, household income, family structure, cultural foods and traditions, transportation, advertising options, and competition, we projected that China would give us the greatest return on our investment. The existing snack bar market in China is also favorable for Clif Bar, as the number of competitors is low and market saturation is also lower than in most countries. Using Porter’s Five Forces as a guide, China offers relatively low competition and threat of substitutes and entrants. Our target market will be the young professional demographic in urban areas, with a focus on the two largest cities in China, Beijing and Shanghai. Before we made this decision, we completed a market audit and competitive market analysis, including demand estimation and SWOT analysis. Since China is a very fast paced culture, especially in the cities, we will be promoting through advertisements on public transportation, billboards and social media. China has over 700 million smartphone users, so it can be expected that social media interactions will have an impact on reaching our target demographic. With already well-established shipping practices, it will be easy for us to integrate Clif Bar products into China’s transportation systems. We think Clif Bar has a high likelihood for success, entering into a lowly saturated market with a firm business plan in place. Part I: Evaluating Worldwide Marketing Opportunities I. Introduction History of the Company Clif Bar has been a family owned

More about Marketing Clif Bar to China

Open Document