There is an interesting attribute of Chinese consumers` behavior in terms of Western brands. In cases when a company that expanding to China has a variety of products with the strong brand awareness worldwide, such company`s products will be recognized and highly valued in China as well (Matthew and Hedley, 2013). Matthew and Hedley state (2013) that the majority of Chinese consumers perceive Western brands as high quality products/services. Also Matthew and Hedley investigate (2013) in their research that Chinese consumers focus on the quality of products, while need to received the full explanation of added values, specifications. In other words, Chinese buyers need to know exactly for what they pay for and the quality is of crucial importance for them.
Chinese government uses open-door policy and economic reform. These favorable policies promote the repaid economic and social development in China. Chinese market is becoming a big opportunity for Luxury goods industry. However, Luxury goods industry also faces many challenges especially counterfeiting. It was estimated that between $300 and $600 billion worth of counterfeiting goods were sold in countries throughout the world.
So what do these customers want? “Public display is also a critical consideration in how global brands are repositioning themselves to attract Chinese consumers.” (Doctoroff, 2012) Chinese are willing to be seen with Starbucks in Public so that they can be seen as having more. The Chinese have an obvious culture difference compared to western cultures and trying to use these same marketing and even the same products will likely not work as it does in the western cultures. “If I've learned anything from my 20 years working as an advertising executive in China, it is that successful Western brands craft their message here to be "global," not "foreign"—so that they can become vessels of Chinese culture.” (Doctoroff, 2012) Therefore Jamba Juice will have to adapt to Chinese culture and not the other way around. To develop a strategic marketing plan, it must be built around the idea that the Chinese are taking to Western ideas not out of want or greed but out of appearances and to gain the respect of others.
2. The objectives of our research are: a. to find the strengths and weaknesses of Wendy’s b. to help Wendy’s understand the Chinese market. c. to find out effective marketing strategies that can help Wendy’s enter China 3. Chapter 1 looks into the Wendy’s company. In this Chapter, we review both Wendy's performance in the past and its strategies used in the industry to promote its products and services.
The process of purchasing and consumption is fun and enjoyable due to the illegal nature of counterfeit. The research aspires to shed light on the essence of counterfeit in a brand perspective. Keywords: counterfeiting, brands, consumer behavior, China 1. Introduction How often do you see a dubious Louis Vuitton handbag or a pair of Prada sunglasses on sale in the street markets? The significant growth of luxury consumption over the past years has been accompanied with a dramatically rise of counterfeit.
Explain what sources of finance are available for Chinese small to medium sized companies and explain why they sometimes face difficulties in raising finance. Introduction In China, with the economic developing and globalization, the new economic era make a big difference in the mode of social production. This has promoted a lot of small to medium sized enterprises (SEMs) sapid forming and developing. SMEs are an important component of Chinese national economic. It plays an especially strategic role in economic and social development, which the large enterprises cannot be replaced (Lin & Sun, 2003).
Making a comparison among famous luxury brands, we can conclude that even though those companies use different adverting methods, they all try to broadcast their brand culture and concept. Their advertising objectives is in consistent with the researchers’ study. Therefore, the company can make a good use of its Chinese culture background to gain loyal customers. This paper provides with three detailed recommendations: a, culture exploring; b, establishing culture display platform; c, event advertising. Blanc de Chine should make full use of their products’ cultural value and advertise their concept by appropriate methods to gain loyal customer and enhance competitiveness.
In an efficient market, how are we to interpret FedEx’s 14% increase in market value? • The stock price of both companies rose. Because the air transportation agreement between United States and China and the market opportunities of this deal in China for FedEx and UPS. • FedEx stock prices outpaced UPS because FedEx had a larger presence in China by having 11 flights weekly and serving 220 cities in china with direct flights to important cities such as Beijin and Shanghai. FedEx was also more innovative and had better operation.
The cultural differences the Americans and Chinese are experiencing can be seen in that the United States rates highly in performance orientation (high emphasis on performance), while China is highly rated in Gender Differentiation (society maximizes gender role differences) in regards to the Global Leadership and Organizational Behavior Effectiveness (GLOBE) project value dimensions (Daft, 2012, pp. 106-107). It would benefit the management in the United States to be aware and understand these cultural differences to enable a realistic expectation from the Chinese partnership. 2a. Shui’s core problem is that the American partners want to improve or increase the annual return on investment.
Also consumers in China valued a brand’s history e.g., people were favorable to Lenovo because it was seen as one of the most established PC brand in China and therefore had heritage there. Most respondents saw Sony as an early player in the Chinese market. Causes and complication: The four reports which Lopes looked at were: Shanghai report, Customer Interview report, CLUES and COMPASS report. Outcome of Shanghai report can be summarized into three key trends which were a consequence of the fast growth of the economy. The three trends were: First –Major education and