Practical Management Science
6th Edition
ISBN: 9781337406659
Author: WINSTON, Wayne L.
Publisher: Cengage,
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market analysis to justify the choice of China as a country and make recommendations on a mode of market entry and marketing strategy to launch the following fragrance from Arran into the Chinese market: You are required to justify the choice of China as the country to launch the fragrance into based on information you have gathered on the chosen country and the market for the product from the databases and reputable online sources. You are expected to analyse both macro (PESTE) and micro factors to justify the choice of China You are required to select ONE appropriate market entry mode for Arran when entering China with the fragrance. You should justify your choice of entry mode with reference to the academic literature and market analysis on the advantages of the mode, the company, product and market . You are required to make recommendations for a Marketing strategy for the fragrance in China which includes adaptations to the marketing strategy to meet the needs of Chinese consumers. Recommendations are required on the consumer target audience and positioning and product strategy and price, distribution and promotional strategy.
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