XXX in China: Marketing Strategies for Expansion

XXX IN CHINA
Name of the Student
Name of the University
Author Note

Abstract
As the trade and commerce has become considerably diverse in nature, it has become increasingly
important for the various businesses as present in the domain, to ensure that they are successfully able
to make use of the marketing techniques so as to make their presence important in the market. The
given paper is focused on the use of the effective strategy of marketing to expand XXX`s expansion in
China. The paper describes and analyses the overall concept of Digital marketing, Cause marketing and
the customer relationship marketing. A survey of 50 respondents from china was collected to
understand the general target market conception and it was found that the medium of Digital marketing
shall be the most effective medium of marketing technique which can be used by XXX to expand its
operations.

Table of Contents
List of Figures............................................................................................................................................6
List of Tables.............................................................................................................................................7
Chapter 1: Introduction..............................................................................................................................8
Overview................................................................................................................................................8
Problem Statement.................................................................................................................................9
Research Aim.......................................................................................................................................10
Research Objectives.............................................................................................................................10
Research questions...............................................................................................................................11
Research Rationale...............................................................................................................................11
Structure of the Paper...........................................................................................................................12
Chapter 2- Literature Review...................................................................................................................13
Overview..............................................................................................................................................13
The concept of Digital Marketing........................................................................................................14
Theories of Digital Marketing.........................................................................................................21
Customer Relationship Marketing.......................................................................................................23
Theories on Customer Relationship Marketing...............................................................................25
Cause Marketing..................................................................................................................................27
Summary..............................................................................................................................................28
Chapter 3: Research Methodology...........................................................................................................30
Overview..............................................................................................................................................30

Research outline...................................................................................................................................30
Research Philosophy............................................................................................................................30
Justification of the research philosophy...........................................................................................31
Research Approach..............................................................................................................................31
Justification of the chosen research approach..................................................................................32
Research Design...................................................................................................................................32
Justification for the chosen research design.....................................................................................32
Research Strategy.................................................................................................................................33
Justification of the research strategy adopted..................................................................................33
Sampling technique..............................................................................................................................33
Data collection.....................................................................................................................................34
Data analysis........................................................................................................................................34
Ethical considerations..........................................................................................................................34
Accessibility issues..............................................................................................................................35
Summary..............................................................................................................................................35
Chapter 4: Data Analysis.........................................................................................................................36
Overview..............................................................................................................................................36
Descriptive Statistics............................................................................................................................36
Gender..............................................................................................................................................36
Age group.........................................................................................................................................36
Income..............................................................................................................................................37

Occupation.......................................................................................................................................38
Inferential Statistics.............................................................................................................................39
Cross sectional.................................................................................................................................39
Comparing age with related subject.................................................................................................39
Comparing Age group with the subject...........................................................................................43
Comparing income level with the subject........................................................................................49
Comparing occupation with the subject...........................................................................................54
Case study Analysis and Discussion................................................................................................58
Effective marketing strategies..........................................................................................................59
Influence of Digital marketing in China and effectiveness.............................................................59
Summary..............................................................................................................................................60
Chapter 5: Conclusion..............................................................................................................................61
References................................................................................................................................................62

List of Figures
Figure 1: Number of Internet Users in World by Regions 18
Figure 2: Internet Usage in the World and Statistics Related to Population 19
Figure 3: Gender 36
Figure 4: Age group 37
Figure 5: The income 37
Figure 6: The occupational distribution 38

List of Tables
Table 1 41
Table 2 41
Table 3 42
Table 4 42
Table 5 43
Table 6 44
Table 7 44
Table 8 45
Table 9 46
Table 10 46
Table 11 47
Table 12 48
Table 13 48
Table 14 49
Table 15 50
Table 16 50
Table 17 51
Table 18 52
Table 19 52
Table 20 53
Table 21 54
Table 22 55
Table 23 55
Table 24 56
Table 25 57
Table 26 57
Table 27 58
Table 28 59
Table 29 59

Chapter 1: Introduction
Overview
As the corporation environment is quite competitive in nature, the different companies
worldwide often look out to expand their overall operations consistently and in line of this, they even
look out to increase their profits in a manner similar to this. The growth of the companies can be
understood to be unlimited in nature and in line of this, even a small beverage company like Coca Cola
may look out to expand its operations in consistently and become a global company with a system of
275 organizations (Guffei 2015). The company which will be focused upon in the given scenario can
be understood to be the XXX Company. The XXX Company can be understood to be a division within
the XXX group and this is one of the largest publically traded and integrated oil as well as Gas
Company which is a leader in the lubricant suppliers. The business provides solutions to the overall
global shipping industry and the products and services of the firm are hugely trusted to protect the
marine engines as well as the auxiliary equipment which has on board more than 5000 vessels in a
year. The company has its operations in more than 80 countries and is located around 500 ports
worldwide.
As all companies in the business environment look out to expand their operations considerably,
the XXX also wants to expand globally and thereby maintain the overall status of the firm as a leading
oil and gas company. In order to achieve this overall goal, the company needs to focus on considerably
high quality in demand products and thereby forge partnerships in order to develop the robust
geographical positions as present around the globe but with special reference to Asia. The expansion to
the organization will allow the firm to improve their overall revenue stream and also allow them to
expand in the lubricant industry of the continent. Additionally, it is crucial to understand that the
business expansion is not any easy task and with respect to this, the firm would be required to using
considerable marketing strategies which will help them to promote the products, raise the brand