Marketing Mix Adaptation: Individual Market Report for China

This report provides an analysis of marketing strategies for a company intending to launch an innovative bicycle, designed to reduce pollution, in China. It focuses on the marketing mix, including product, promotion, place, price, and people. The product, named "Pollution Eating Bikes," aims to differentiate itself by addressing both individual health and environmental concerns. Promotion strategies are carefully considered due to the media control exerted by the Communist Party of China, emphasizing reliance on newspapers and television channels. The product will initially launch in major cities like Beijing and Shanghai, targeting health-conscious residents. The organization plans to adopt a cost leadership pricing strategy to offer high-quality products at competitive prices. The report concludes that understanding the Chinese market and adapting marketing strategies accordingly are crucial for success. Desklib is a great resource for students needing help with assignments.

Running head: INDIVIDUAL MARKET REPORT
Individual Market Report
Name of the Student:
Name of the University:
Author’s Note:

1INDIVIDUAL MARKET REPORT
Table of Contents
Introduction................................................................................................................................2
Marketing Mix...........................................................................................................................2
Product...................................................................................................................................2
Promotion...............................................................................................................................3
Place.......................................................................................................................................3
Price........................................................................................................................................4
People.....................................................................................................................................4
Conclusion..................................................................................................................................5
References..................................................................................................................................6

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Introduction
The “advent of globalization and the recent developments in the fields of technology
as well as the innovations has drastically modified the way the various business organizations
transact their business in the present”(Armstrong et al. 2015). Therefore, the business
organizations utilize several new as well as innovative strategies not only for the process of
marketing but also to “bring about the overall growth as well as the development of their
business organization” (Armstrong et al. 2015). This report will highlight the marketing
strategies which a particular organization willing to launch a product in the nation of China
needs to follow for their business.
Marketing Mix
The marketing mix is a framework which is utilized to access the market condition
and many companies utilize this particular tool to design as well as develop strategies to
enhance the success rate of their product or services (Posner, Williams and Posner 2015).
This particular tool includes “product, price, place, promotion and people” (Posner, Williams
and Posner 2015).
Product
The organization expanding in the nation of China intends to a new innovative kind of
bike which is likely to reduce the high rate of pollution of the nation (Zhong 2015). The
customers by using this particular kind of bikes will not only be able to improve their health
but will also be able to make a positive contribution towards the cause of the environment.
These bikes will be called by the name of “Pollution Eating Bikes” and the concerned
organization will follow the strategy of product differentiation for this particular product. The
normal bikes which the other business organizations of China provide to the people only take

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into consideration their health factor. However, this particular product using the concept of
product differentiation will also try to improve the environment of the nation (Leonidou,
Katsikeas and Morgan 2013). The focus of the product on the concepts of the health of the
individuals and also on the environment is likely to appeal in a significant manner to the
people of China as it is seen that in the recent times the nation is suffering from the problem
of air pollution. Therefore, the organization is hoping that the product will have a high rate of
success in China.
Promotion
The business organizations of the present times generally take the help of two kinds of
promotional methods for the promotion of the products as well as services offered by them to
the customers, namely, the electronic method and the non-electronic methods (Joseph 2014).
The media and all the related organs of the nation of China are monitored and controlled by
the “Communist Party of China” (Joseph 2014). The national party exercises such a stringent
hold on the various organs of media that the “Right to Information”, “Freedom of Speech”
and other important rights of the people have been subverted in the recent times (Joseph
2014). Therefore, it is likely that the business organization will have very limited means of
promotion and will find it very hard to promote in an effective manner the product to the
people from the different parts of the nation (Zhong 2015). The organization will therefore
have to take extra care so that the promotional methods taken by them do not offend the
“Communist Party of China”. The organization therefore will depend on the various
newspapers and also television channels for the process of promotion.
Place
The product will be launched in the major cities of the nation of China like Beijing,
Shanghai and others which are suffering from the adverse effects of air pollution (Zhong
2015). Furthermore, it is seen that the people of these cities are more conscious about their

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health than the people in the rural parts of the nation. Moreover, China has the largest
population in the world and it is generally seen that adequate amount of transport facilities
are not always in the urban areas of the nation. Furthermore, the people also have to face a
much higher amount of traffic in the urban areas. Therefore, these vehicles will be very
useful for them as it will not only provide them with an easy means of transport but at the
same time taking the help of these bikes they are easily go from one place to another. The
best part about this will be that the more the people will these bikes the more positive
contribution they will be able to make towards the cause of the environment.
Price
The organization will follow the strategy of cost leadership for the pricing of these
bikes. It is significant to note that the factor of price plays a significant role in the
contemporary business and it is generally seen that various kinds of products are available to
the customers at the same price (Leonidou, Katsikeas and Morgan 2013). Therefore, it can be
said that the amount of choices which are available to the customers are more in number than
in the past (Leonidou, Katsikeas and Morgan 2013). Thus, the customers generally like to opt
for the best quality products at the lowest prices (Leonidou, Katsikeas and Morgan 2013).
Therefore, the organization will follow concept of cost leadership with the objective to
provide the best quality products to the customers at the lowest prices.
People
The people of the nation of China generally like to take the help of technology in their
everyday lives (Joseph 2014). Furthermore, the high level of air pollution which is inflicting
the nation is taking a heavy on the lives of the people. Therefore, it can be said that these
bikes will be not only popular with the people but also be very helpful to them.

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Conclusion
The business world has evolved in a significant manner in the recent times and
therefore the various business organizations take the help of various kinds of new as well as
innovative strategies for the process of their business. Furthermore, the various organizations
also need to analyze the market of the nation thoroughly into which they are trying to expand
along with the other considerations.

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References
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Pearson Education.
Gordon, R., 2012. Re-thinking and re-tooling the social marketing mix. Australasian
Marketing Journal (AMJ), 20(2), pp.122-126.
Joseph, W.A. ed., 2014. Politics in China: an introduction. Oxford University Press, USA.
Leonidou, C.N., Katsikeas, C.S. and Morgan, N.A., 2013. “Greening” the marketing mix: do
firms do it and does it pay off?. Journal of the Academy of Marketing Science, 41(2), pp.151-
170.
Posner, H., Williams, S. and Posner, H., 2015. Marketing fashion: strategy, branding and
promotion. Laurence King Publishing.
Zhong, Y., 2015. Local Government and Politics in China: Challenges from below:
Challenges from below. Routledge.