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The Resource Market Entry in China : Case Studies on Strategy, Marketing, and Branding

Market Entry in China : Case Studies on Strategy, Marketing, and Branding

Label
Market Entry in China : Case Studies on Strategy, Marketing, and Branding
Title
Market Entry in China
Title remainder
Case Studies on Strategy, Marketing, and Branding
Creator
Subject
Language
eng
Member of
Cataloging source
MiAaPQ
Literary form
non fiction
Nature of contents
dictionaries
Series statement
Management for Professionals
Market Entry in China : Case Studies on Strategy, Marketing, and Branding
Label
Market Entry in China : Case Studies on Strategy, Marketing, and Branding
Link
http://libproxy.rpi.edu/login?url=https://ebookcentral.proquest.com/lib/rpi/detail.action?docID=4528451
Publication
Copyright
Related Contributor
Related Location
Related Agents
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Related Subjects
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Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
  • Contents -- Part I: Introduction -- The Promise of China -- References -- Internationalizing to China: Challenges and Pitfalls -- 1 Restricted Industries -- 2 Entry Mode Choices -- 3 Cultural Challenges -- References -- Marketing Decisions in China: Positioning, Branding, Marketing Mix -- 1 The Rise of the Middle Market -- 2 Positioning and Branding -- 3 Marketing Mix: Standardization or Adaptation? -- 3.1 Product Policy -- 3.2 Pricing -- 3.3 Place and Distribution -- 3.4 Communication Policy -- References -- Overview of the Book -- References -- Part II: Automotive Industry -- Audi and the Chinese Market: A Success Story -- 1 Introduction -- 2 Audi: A Premium Brand -- 3 Audi: An International Company -- 4 Audi in China -- Box 1 The History of Audi in China -- Bibliography -- Can PSA Peugeot Citroën Succeed in China? -- 1 Introduction -- 2 PSA Peugeot Citroën -- 3 PSA Peugeot Citroën in China -- 3.1 The Chinese Automobile Market -- 3.2 PSÁs Operations -- 3.3 Marketing Strategy of PSA in China -- 4 Performance of PSA in the Chinese Market -- 5 Problems that Led to Poor Performance -- 5.1 Positioning -- 5.2 Product -- 6 Can PSA Break the Dilemma? -- Appendix -- References -- Part III: Retail Industry -- Marks and Spencer: A Global Expansion to Acquire Lost Momentum? -- 1 Introduction -- 2 MandS: A Look Back -- 3 Internationalization, Contraction and Internationalization Again -- 4 China: The MandS Misadventure -- 5 What Went Wrong? -- 5.1 Home Market -- 5.2 Ageing Consumer Base -- 5.2.1 Suppliers and Quality -- 5.2.2 Supply Chain and the Internet -- 5.2.3 Insensitivity to Needs of the Foreign Market -- 6 Future Outlook -- Appendix -- References -- IKEA in China: A G̀̀locaĺ ́Marketing Strategy -- 1 Introduction -- 2 Background Notes -- 2.1 IKEA in a Nutshell -- 2.2 IKEÁs History -- 2.3 International Expansion and Strategy -- 3 IKEA in China
  • 3.1 The Chinese Market: Huge Potential and High Risk -- 3.2 Competition and Industry structure -- 3.3 Competitors -- 3.3.1 Hola -- 3.3.2 BandQ -- 3.3.3 OBI -- 3.3.4 Qumei Group -- 3.3.5 Markor Furniture International -- 3.3.6 Royal Furniture -- 3.3.7 Chengdu QuanU furniture Co -- 4 IKEA Enters the Chinese Market -- 4.1 A Difficult Choice -- 4.2 Initial Position and Challenges -- 4.2.1 Pricing -- 4.2.2 Targeting-Positioning -- 4.3 Reviewing Marketing Strategies -- 5 Real Solution Adopted -- 5.1 Current Target Group -- 5.2 Advertising and Channel Branding -- 6 Results and Future Trends -- References -- Chinás Retailing Graveyard: A Case Study of TESCO -- 1 Introduction -- 2 Tescós History -- 3 The Retail Environment in China -- 4 Tescós Expansion -- 5 Consecutive Setbacks -- Bibliography -- Part IV: Fashion, Luxury, and Play -- Take the Opportunity to Pilfer a Goat: Lessons from Gieves and Hawkes -- 1 Introduction: The Chinese Luxury Market -- 2 Market Entrance of Gieves and Hawkes in China -- 3 Trinity and Mr. Fung -- 4 History of GandH: From Thomas Hawkes to Ray Clacher -- 5 Brand Revitalization -- 6 Development of GandHś Price and Product Strategy -- 6.1 Trading Up and Down -- 6.2 Adapting Products to Chinese Taste -- 6.3 From S̀̀how-off ́́to Ẁ̀ay of Lifé ́-- 7 Development of GandHś Distribution Strategy -- 7.1 Further Expansion Worldwide and in China -- 7.2 Trend towards Non-domestic Luxury Spending -- 7.3 New Store Concept -- 7.4 Contraction in the UK -- 8 Development of GandHś Communication Strategy -- 8.1 Celebrity Marketing -- 8.2 Improving Quality Perception by Ingredient Branding -- 8.3 Cultural Events and Sponsoring -- 8.4 Social Media Engagement -- 9 Additional Questions -- References -- HTHś Exploration in China -- 1 Introduction -- 2 Chinese Preference on Furnishing Fabrics -- 3 HTH Background -- 4 Product Portfolio
  • 4.1 Parallelism -- 4.2 Badge -- 4.3 Chivalry -- 5 Distribution Structure in Western Countries -- 6 Main Competitors -- 6.1 Lelièvre -- 6.2 Pierre Frey -- 6.3 Rubelli -- 6.4 Manuel Canovas -- 7 The Decision to Enter China -- 8 Competitorś Distribution in China -- 8.1 Lelièvre -- 8.2 Pierre Frey -- 8.3 Rubelli -- 9 Distribution Structure in China -- Appendix: Fabrics Glossaries -- Master International Franchising in China: The Case of the Athletés Foot -- 1 Introduction -- 2 Rick Wang and RetailCo. Inc. -- 2.1 The Athletés Foot, Inc. -- 2.2 An Athletés Foot Master Franchisee in China -- 3 Business Context -- 3.1 Franchising in the Chinese Market -- 3.2 Market Environment -- 3.3 The Glorious Age -- 4 Signs of Problems -- Appendix -- Matteĺs Second Attempt to Crack the Chinese Market: Will China Embrace the American Barbie Doll This Time? -- 1 Introduction -- 2 Mattel Inc. and Barbie -- 3 Expansion Into Emerging Markets and Economic Downturn -- 4 The Barbie Brand -- 5 House of Barbie in Shanghai -- 6 Why Did Mattel Fail? -- 6.1 Lifestyle Brand -- 6.2 Local Consumer Tastes -- Successful Kawaii Brand in China: Hello Kitty -- 6.3 Pricing Strategy -- 6.4 Consumer Behavior -- 7 A Second Attempt of Going to China? -- Appendix -- Bibliography -- Part V: Beverages and Food -- TPresso: Is the Tea Machine Too Cheap for the Chinese Market? -- 1 Introduction -- 2 The History of Chinese Tea Drinking -- 3 From Nespresso to Tpresso: A Brilliant Extension of a Successful Concept? -- 4 The Tpresso Machine and Tea Capsules -- 5 Tpresso and the Chinese Market -- 6 Tpressós Positioning and Chinese Luxury Consumers -- 7 Tea Consumption Habits of Chinese People -- 8 Product and Pricing Strategies in China -- 8.1 Product Launch and Positioning -- 8.2 Pricing Strategy -- 9 The Future -- Appendix -- Exhibit 1 -- Exhibit 2 -- References and Further Reading
  • Coca-Cola in China: Will Their Brands Survive in This Challenging Market? -- 1 Introduction: The Coca-Cola Company -- 1.1 Coca-Cola in China -- 1.2 Cokés Successes and Difficulties in China -- 1.3 Bottling Partners -- 2 The Soft Drink Industry in China -- 2.1 Carbonated Soft Drinks (CSD) -- 2.2 Non-Carbonated Soft Drinks (NCSD) -- 3 Competition -- 3.1 The Hangzhou Wahaha Group Co. Ltd -- 3.2 Tingyi and PepsiCo -- 3.3 Want Want China Holdings Limited -- 3.4 China Mengniu Dairy Company Limited -- 4 Coca-Colás Challenges -- 4.1 Governmental Issues -- 4.2 Chinás Tiers -- 4.3 Water Scarcity -- 4.4 Consumers and Prices -- 5 Will Coca-Cola Remain Market Leader in the Carbonated Soft Drink Category? -- References -- Danone-Dumex in China: The First Drink of Milk -- 1 Introduction -- 2 Regulation of Breast Milk Substitutes Marketing in China: The 1995 Code -- 3 Danone Entering the Chinese Infant Formula Market -- 4 About the Dumex Brand -- 5 Ambitions of Danone -- 6 Infant Formula Market in China: An El Dorado for Foreign Firms -- 7 2013, The Year of Troubles for Danone -- 8 Action Against the Scandals -- Appendix -- References -- Part VI: Summary and Outlook -- Preparing Business Activities in China -- References -- The Future -- References -- Author Biographies
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{'f': 'http://opac.lib.rpi.edu/record=b4385317'}
Extent
1 online resource (220 pages)
Form of item
online
Isbn
9783319291390
Media category
computer
Media MARC source
rdamedia
Media type code
c
Sound
unknown sound
Specific material designation
remote

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