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Marketing Strategy of Retail Industry China

   

Added on  2020-06-05

13 Pages3983 Words63 Views
MARKETINGSTRATEGY
Marketing Strategy of Retail Industry China_1
EXECUTIVE SUMMARY: The Retail industry is one of the emerging industry in China, and it has been seen that,there are number of challenges is being faced by the organisation in the nation. Apart from it, ithas been seen that, the study will be defined about PESTLE analysis of Morrison company andproper suggestion of new market entry options by which they can enter into China country'sretail market. Apart from it, the report will able be revealed about marketing segmentationapproach and porter's generic strategy to comparison of Chain's retail market.
Marketing Strategy of Retail Industry China_2
Table of ContentsINTRODUCTION...........................................................................................................................4PESTLE analysis China's retail industry:........................................................................................4MARKET ENTRY OPTIONS:.......................................................................................................6MARKET SEGMENTATION:.......................................................................................................8Porter's generic strategies............................................................................................................9REFERENCES..............................................................................................................................12
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INTRODUCTIONMarketing strategy play a most vital part for each organisation in order to getting successin the market. Various types of marketing strategies are existing in the retail industry which canbe utilised by retail companies in order to getting desired success. In the report the company hasbeen chosen which is Morrisons organisation which is a British multinational organisation andwant to enter into China's retail market. In this report, country's retail industry environment willbe discussed by using PESTLE analysis. In addition to this, the study will be discussed aboutvarious market entry options and market segmentation approach to sustain in China's market.Beside from it, the report will also be discussed about porter's generic strategy to understand themarket.PESTLE analysis China's retail industry:Political: In terms of China country, there are numbers of political factors existing in thenation which is making great impact upon its retail sector in the country (Cronin-Gilmore,2012). Several types of legal trade rules and regulations are presented in china legislationprovision which is furnishing effective guidelines to its retail sector to doing their businessactivities in respective manner.Trade regulation: The retail sector in china is not considered to be a prestigious industryby the Chinese government and is therefore not sanctioned like the heavy industry sector in theUK. China does not see a need to restrict the development of the industry. It can be said that,there are number of opportunities arisen towards retail sector growth in the nation. In addition tothis, modernisation is also important factor for country's retail industry, the national governmentof the country is making changes in the share of its traditional street markets. The major reasonsfor doing so it to expand retail networks of chain supermarket into western province in China.Chain has open market system and its government allow several multinational brands in theChinese retail market (White, 2010). It is increasing opportunities for several foreign brands inthe sector to enter into nation. Clothing retail products can easily get success in market.Economic: Economic growth of the industry also play major role in for increasinggrowth of the country. In this regard, GDP growth of the country is frequently increasing in the
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