...of Apple products between Chinese students (12000 words). Executive summary This research focuses on determining the factors which influence the buying behaviour of the customers Chinese students for Apple products. The research was conducted among around 1000 contacts out of which 130 students responded. The research used survey method to collect information from the large audience. The analysis of the information was conducted using SPSS while the survey questions were developed with the help of the literature review which was conducted by review different academic journals. The review of the literature pointed out that there are a number of factors which affect the buying behaviours of customers and that Apple had knowledge about all these factors due to which it was so popular among the Chinese customers. It has been pointed out from the analysis of the information that there are different factors which influence the purchase intention of the Chinese customer such as the quality, brand, design, technology and the functionality. All these are the main focus for Apple products due to which they are so popular among the Chinese customers. It has however been pointed out that price is a significant deterrent and has an adverse impact on the customer buying behaviour. Apple products are significantly expensive in comparison to the competitor products due to which consumers are unable to afford it. The research also suggested those Chinese customers who were using Apple products...
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...Technical Project and Business Management Master of Science Degree Crucial Factors in Customer Relationship Management A Chinese Perspective of the Telecommunication Industry Dissertation in TPA, 15 ECTS Authors: Song Yan 880514-T168 Wei Bin 850809-T454 Supervisor: Joakim Tell Examiner: Bernd Hofmaier Acknowledgement Thank all persons who have contributed to our dissertation. Without you, we would not have reached the achievement. With the support and encouragement from Joakim Tell, our supervisor, we got a lot useful guidance when there were confusions. With useful advice from Henrik Floren and Bernd Hofmaier, we kept improving our dissertation in a professional way. With the positive feedback from the other group members, we managed to make the thesis easier to understand. We would also like to thank Halmstad University which has given us a good environment and the opportunity to undertake the dissertation in which we are interested. Also, many thanks to Company A which provided a large amount of information which forms the empirical data. Finally, we want to thank our families and friends. You gave us all support both emotionally and financially during the one year study, especially in the last five months for our dissertation. Halmstad August, 2011 I Abstract Customer Relationship Management (CRM) which focuses on the relationship with customers has become more and more important in business management. CRM is a managerial system...
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...Marketing Management Author(s) Wei Wang Title of study International Marketing Strategy for Herborist Type of project Date Pages Thesis Supervisor(s) of study 3.4.2011 65 Executive organization Tuula Linnas Abstract Herborist Chinese cosmetics industry is a booming industry and it is also one of the fastest growing industries in China. After China has joint WTO, with the tariff reduction, the tendency of the Chinese cosmetic market internationalization is inevitable. Herborist is a typical Chinese domestic cosmetics company. Now Herborist tries to find new customers and build core competitiveness. As they have already entered the Europe market to some extent, it is time for them to focus on international marketing strategies for the European market. The aim of this thesis project was to provide valuable marketing strategy for Herborist’s European market operations and to help the company to expand its operation to Europe. The study is mainly based on quantitative research. The data collection was carried out by a questionnaire. Qualitative research was carried out in the form at an interview with Herborist’s manager to find out his suggestion towards this thesis and this belongs to qualitative research. In addition, secondary data taken from the internet and literature has been used as well. The results show that Herborist can choose marketing channel strategy as their main marketing strategy. Herborist should integrate different marketing communication...
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...analysis………………………………………………………………………..6 2.4 Improvements and recommendations…………………………………………………….8 3. Perception…………………………………………………………………………………………………..9 3.1 TV advertisement in China: New L’Oréal Paris shampoo……………………….10 3.2 Perceptions of customers 3.2.1 Vision Perception…………………………………………………………………………13 3.2.2 Sound Perception…………………………………………………………………………14 3.3 Improvements and recommendations…………………………………………………..14 4. Conclusion………………………………………………………………………………………………...15 References………………………………………………………………………………………………...16 1. Introduction | L’Oréal, which started as a hair coloring business by a French chemist, Eugène Schueller, was established in 1909. By following the guideline, “innovation in the field of beauty ”, L’Oréal has now perceived by worldwide as a multidimensional brand in terms of beauty products. Aside from hair coloring products, the company stretches its product range to make up, skin care, hair care and fragrances. Nowadays, L’Oréal sells its products in approximate 130 countries across five continents (Braizaz, 2014). Cultural learning and product adaptation have become the priorities for the company to successfully earn its brand recognition in the global market. Moreover, the perception of customers is another influencing issue that affects consumer behavior, which is worthy to be discussed. This report will firstly focus on L’Oréal’s marketing activities through product variety between China and the USA. It is then...
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...Analysis 7 Market competitor analysis 7 Overall Market and Target Segment(s) 7 Competitive Positioning 8 Customers’ Decision Making Process 8 Marketing Mix 9 The 4 Cs of the marketing mix 10 Cost 10 Convenience 11 Communication 11 Customer Service 11 The 4 P’s in the marketing mix 12 Growth Strategy 13 Research and Development 14 Manufacturing/Operations 15 Organizational Structure 16 Risk recognition and risk reduction strategies 16 Financial summaries, assumptions and scenarios 17 Financial details 17 Sensitivity and Scenario Analysis 17 Pro-forma financial statements 18 The Deal – the Ask and the Offer 19 References 19 Introduction Executive Summary Green Leaf Restaurant is a charming modern day Chinese restaurant located in Chermside, north of Brisbane, Queensland, Australia. Chermside is a key destination on the Queensland proposed ‘Northern Busway’ and home to the largest shopping center in Queensland. It is also the third largest shopping center in Australia containing a 4 storey shopping mall and a 16 screen cinema complex. The Westfield shopping center also houses the only Apple store in Australia thus it attracts a large number of people to Chermside. Owing to its 24 hour service delivery to its customers, the Westfield Shopping Centre attracts more customers who work during night hours, and this will create more market for the Chinese foods. The enchanted facility will target a number of groups which include: middle aged people who visit...
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...April, 2010 Laurea University of Applied Sciences Laurea Leppävaara Degree Programme in Business Management International Business-to-Business Marketing Abstract Jianfei Sun Brand Image in Cola Drinks; Case: Futre Cola of Wahaha Group Co.Ltd, China Year 2010 Pages 45 In Chinese beverage market, there are three mainly cola brands, Coca cola, Pepsi and Future Cola, these three brand share almost 90% cola market, so that competition is omnipresent ,not only in the consumer market, but also very intensive in business to business market. Business-to-business brand building involves various aspects, for example, attributes of products and services, brand image, brand position, and B2B brand management, Wahaha Co., Ltd as a case company need to build brand image and find a solution on how to be a stronger brand in order to attract more potential customer. The theoretical context of this thesis lies in marketing management. The theoretical emphasis and framework is however in brand management: brand concepts, brand building and brand image. As the study is made in B2B environment the difference between B2B and consumer markets will be specified. The quantitative research method is used in the research for study; the data for empirical study was gathered through email. The questioner is based on the theoretical framework, related to product's attributes, brand image and communication and characteristics of brand, and relationship. The purpose of thesis is to finding a more effective...
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...of Rhondda. Also in the short-term Burberry had to suffer larger cash outflows due to the redundancy payments. However the lower labour costs in China, although rising, allowed profits to rise. Also Burberry saw a 19% sales revenue rise, due to the rising customer disposable incomes in China, and as a result profits rose. Therefore in the short-term the move to China was not good as it meant large cash outflows due to the redundancy payments, and the job cuts in the UK made Burberry receive an unethical, negative brand image and reputation, reducing sales and profits. Although in the long-term Burberry is likely to benefit from greater sales and so more profits, particularly due to lower labour costs, but this depends on the rate at which labour costs are rising in China relative to that of the UK, and how high the shipping costs are of the goods from China to the UK. Dyson: Dyson's very innovative bladeless fan was the result of 4 expensive years of R&D carrying large costs. Despite the technology being patented, there are a number of Chinese firms violating the IP rights by illegally copying the successful designs and producing cheap replicas. Consequently Dyson spent £3.5m pursuing often futile legal cases in Chinese court, increasing costs and reducing profits. Also Dyson suffered a loss of sales and market...
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...Pioneer or Dreamer? -- Analysis of the “Shanghai Tang: The First Global Chinese Luxury Brand?” case 1. Introduction According to the case “Shanghai Tang: The First Global Chinese Luxury Brand?”, Shanghai Tang was struggling for more than 18 years to be the first global Chinese luxury brand, but unfortunately, until today, Mr. David Tang, the founder of this brand, still has to face a lot of problems: international brand awareness, costumer approval, operation & marketing strategies, relentless competitions, intercultural communication and multicultural integration, etc. It may be on the right track, maybe not. Is Mr. David Tang a pioneer? Or is he just a dreamer? In this analysis report, I will separate all these arguments into four parts: the company’s activities and current development; comparison of competitors’ strategies and tactics; intercultural issues and costumer behaviour in the luxury industry, especially Chinese market; recommendations and alternative solutions for Shanghai Tang’s future strategies. In this report, I will focus on the two most important factors: “inter Culture” and “luxury”, which will impact on the future strategies of Shanghai Tang, and I will defend my standpoints by analyzing the environment of luxury industry and cultural context in China. 2. Shanghai Tang’s current development and business situation Since 1995, the Swiss luxury company Financiere Richem SA (Richemont) became the main shareholder of Shanghai Tang, Tang’s company...
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...Institute Decision Sciences Research in China: Current Status, Opportunities, and Propositions for Research in Supply Chain Management, Logistics, and Quality Management∗ Xiande Zhao Department of Decision Sciences and Managerial Economics, Chinese University of Hong Kong, Shantin, NT Hong Kong, e-mail: Xiande@baf.msmail.cuhk.edu.hk Barbara B. Flynn† Kelley School of Business, Indiana University, 801 W. Michigan St., BS 4010, Indianapolis, IN 46033, e-mail: bbflynn@iupui.edu Aleda V. Roth Department of Management, College of Business and Behavioral Sciences, Clemson University, 343A Sirrine Hall, Clemson, SC 29634, e-mail: aroth@clemson.edu ABSTRACT As China becomes increasingly important to the global economy, it is critical to conduct high-quality research on important decision sciences issues there. This article provides an extensive review and critique of the extant China-based literature on supply chain management, logistics, and quality management, based on the foundation established by Zhao, Flynn, and Roth (2006). In general, decision sciences research in China is in its infancy. Although there have been some very interesting and well-executed articles, the majority are descriptive and focus on status updates. We provide a set of propositions to guide future research in logistics, supply chain management, and quality management in China, as well as guidelines for dealing with some of the unique challenges of conducting empirical research in China. Subject Areas:...
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...Introduction of the Starbucks Starbucks Corporation is an American global coffee company. It is the largest coffeehouse chain in the world, with 19,972 stores in 60 countries which headquarters based in Seattle, Washington. Starbucks is named after the first mate in Herman’s Moby Dick. It was founded on March 30th in 1971 by Gerald Baldwin, Gordon Bowker and Zev Siegl. And the Starbucks’ CEO is Howard Schultz nowadays. The company’s logo is also inspired by the sea-featuring a twin-tailed siren from Greek mythology. Until 2012, the company has an annual turnover of ＄13.29billion. Initially, Starbuck only sells high-quality bean coffee, drinks, salads, sandwiches and baked food through their company-operated retail stores, with the rapidly development of Starbuck, the company also offered bottled beverages in locality stores and grocery stores. In 1991, Starbucks established a relationship with CARE an international humanitarian organization and establishes a line of premium ice creams and offers a line of premium teas in the market, which was the beginning of the company’s international expansion effort. In 1992, Starbucks successfully listed. And in the later several years, this company has already acquired some small business. Then, Starbucks begin to expand its global marketing. The Company’s objective is to establish Starbucks as the most recognized and respected brand in the world. In realizing and achieving this goal, the Company plans to continue to rapidly...
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...world. When we go shopping, we can see a lot of tags about ―made in China‖. Referring to China’s exporting capability in the garment industry, we want to find out why most of international clothing companies choose China as their manufacture market for their production basement. And whether the ―made in China‖ tagged in clothes is influencing consumer behavior or not. Moreover, the authors would like to provide some feasible suggestions on the management for the Chinese garment manufacturers, especially in the labor force problem. Methodology - This paper mainly takes the methodologies of literature review, both qualitative and quantitative analysis in case study, and questionnaire survey. The literatures reviewed here include company articles, academic papers, books, and website information. And in consumer behavior part, we use questionnaire as our research tools. Findings - According to our research, it is clear that many firms choose China as their manufacture manufacturing basement because of Chinese low labor cost. Country-of-Origin (Made in China) affects little in final consumer behavior compared with many other elements influencing consumer behavior in clothes purchasing. The human...
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...Anna Watson Case Study: Chinese Herbal Medicine Cosmetics brand, Herborist Topic A International Marketing Strategies of Herborist Abstract This paper attempts to investigate the internationalization process of a Chinese domestic cosmetics brand, Herborist by making a comparison of marketing strategies applied for different countries as a case study. In addition, by gaining understanding on the development of a local brand and analyzing the issues, which block the way for business expansion, suggestions are made for the exploration of future potential market. This case study is mainly based on quantitative research, which was carried out in the form of a questionnaire conducted by 100 local and Malaysian Chinese. Besides from that, secondary data are taken from Internet and based on literatures published in English and Mandarin. The crucial steps for a domestics brand to enter the international arena is by utilizing different or undifferentiated strategy, reinforcing the innovation of Chinese oriental essence and also enhancement on brand awareness. Keywords- Oriental, Domestic cosmetics, International marketing strategy, Market entry, Brand story, France, International business, Marketing Channels 1. Introduction In recent years, it is obviously seen that there is a thriving and robust tendency in Chinese cosmetics market, which is one of the fastest growing industries in China. Chinese cosmetics industry is prospering...
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...Corporation Abstract McDonald's and KFC are two international fast food restaurants. They both expended their businesses in global scale. It is obvious that McDonald surpassed KFC in terms of sales and fame in international level. However, in China, KFC performs better than McDonald's. The aim of this study is to find out how these two companies developed differently in Chinese market. By making a comparative study of McDonald's and KFC, different operation and competitive strategy theory will be integrated with their development situation. Research is made based on strategy theory, Internet sources and interviews. The thesis is started with general information, Chinese fast food industrial situation introduction and thesis structure. After having introduced the two companies background, we illustrated strategy theory as thesis theoretical basis. Next, by comparing McDonald’s and KFC’s core competitive power, we analyzed the main difference and some similarities comprehensively of McDonald’s and KFC’s business and competition strategy. In research finding chapter, we introduced qualitative finding, it is the main research method we have used. The thesis is ended in conclusion, after main finding,...
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...Abstract L’Oreal was the world largest French-based cosmetic company, achieved successfully in global marketing with businesses in East and Western Europe, North America, Latin America, Asia and some other countries. Later, they spotted on China as a potential cosmetics market due to its extremely high population and entered the Chinese market to compete with other cosmetic brands as a late entrant. This report attempts to discuss on L’Oreal’s expansion in China. For example, in order to speed up the growth in the Chinese market, L’Oreal signed agreements to acquire two famous Chinese cosmetic brands, Yue-Sai and Mininurse. Moreover, according to the contracts, both the founders of Mininurse and Yue-Sai were required to never enter the cosmetics market. Were these problems that affect L’Oreal’s management on the two Chinese brands and its future growth in China? They are to be identified and analyzed in detail. Conclusion and recommendations will be given at the end of the report on how to well manage the two Chinese brands and make sustainable growth in the future. For example, keep the original cosmetics product packaging of Yue-Sai instead of re-packaging it due to the risk of losing brand loyalty. Remain the original core identity of the cosmetics when improving the formula of it. Yet, it is suggested to build up better business strategies for L’Oreal’s development in China in the future. Table of contents Introduction……………………………………………………………………………………………………3 Background...
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...Corporation Abstract McDonald's and KFC are two international fast food restaurants. They both expended their businesses in global scale. It is obvious that McDonald surpassed KFC in terms of sales and fame in international level. However, in China, KFC performs better than McDonald's. The aim of this study is to find out how these two companies developed differently in Chinese market. By making a comparative study of McDonald's and KFC, different operation and competitive strategy theory will be integrated with their development situation. Research is made based on strategy theory, Internet sources and interviews. The thesis is started with general information, Chinese fast food industrial situation introduction and thesis structure. After having introduced the two companies background, we illustrated strategy theory as thesis theoretical basis. Next, by comparing McDonald’s and KFC’s core competitive power, we analyzed the main difference and some similarities comprehensively of McDonald’s and KFC’s business and competition strategy. In research finding chapter, we introduced qualitative finding, it is the main research method we have used. The thesis is ended in conclusion, after main finding,...
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