Marketing Strategy Evaluation: China Nepstar & Phytomed Entry Plan

This report critically evaluates the marketing strategies of China Nepstar, focusing on corporate social responsibility (CSR) and digital marketing. It assesses how CSR enhances a company's image and stakeholder engagement, while digital marketing expands product awareness. The report also designs a low-cost, low-risk marketing plan for Phytomed to enter a North Asian market, emphasizing customer needs analysis, market segmentation (demographic and behavioral), and value proposition. Key elements of the marketing plan include infrastructure, process, technical transfer, and team considerations, ensuring regulatory compliance and customer satisfaction. The analysis incorporates e-marketing strategies, such as SEO and social media, to build relationships and increase sales, ultimately providing a comprehensive approach for market entry and sustained growth. Desklib offers a wealth of resources, including similar reports and solved assignments, to support students in their academic endeavors.

Running Head: MARKETING MANAGEMENT
MARKETING MANAGEMENT

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Table of Contents
Introduction................................................................................................................................2
Critically evaluate marketing strategies of China Nepstar:........................................................2
Design a low cost, low risk marketing plan that Phytomed could use to enter one of the North
Asian markets.............................................................................................................................6
Conclusion................................................................................................................................11
References................................................................................................................................13

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Introduction
In the current scenario, marketing strategies could be used by the company for endorsing
their products and services. Marketing strategy is the section of the business plan that creates
an overall game plan to find client and customers for business. In addition, marketing strategy
emphasizes what a customer wants to attain the business and marketing efforts. A marketing
plan is used to define strategy used for accomplishing the goals. This report presents a critical
assessment of the marketing strategy of westerns companies that helps to develop the
marketing plan. It also discusses the segmentation models, branding strategies, and product
strategies. It also demonstrates the pricing and promotion strategy.
Critically evaluate the marketing strategies of China Nepstar:
According to Aaron & Siegel (2017), the marketing strategies could be imperative for the
accomplishment of the desired goal in the least time and cost. There are certain strategies that
are considered by China Nepstar to operate their business in China and sustain their position
in the marketplace such as corporate social responsibility and digital marketing strategy. It is
evaluated that corporate social responsibility facilitates the organization to make their
positive image in the working place and lead to get a favorable outcome.
On the other side, Steinberg Horwitz & Zohar (2015) stated that an organization could
facilitate to make a favorable decision towards the goal of the company by considering the
CSR. In addition, it is examined the Corporate social responsibility is an imperative tool that
is practiced for describing the efforts of the firm in the context of society. Moreover, efforts
could directly impact on the overall result of the firm. This organization implies CRS as a
strategy that could be effective for both employees as well as the organization. Corporate
social accountability becomes a major issue for the firm. Because it could directly impact the
socially accountable in their day to day acts.

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Abou-El-Enein Elsanhoury & Reinke (2016) stated that this strategy could also be imperative
for the researcher to set a suitable leadership style in the business and operate it in a
systematic way. Further, it could lead to getting a favorable result for the employees,
consumers, and stakeholders in a limited time. Apart from this, it is examined that corporate
social accountability could support to manage the firm task in limited time and cost.
Corporate governance mandate to the organization to use the policy and process by
considering the ethical way. For illustration, many organization uses the external auditor to
critically evaluate their financials and to offers advice in communicating accurate data to the
public.
On the other side, Asano Nakanishi & Sugiyama (2018) illustrated that legal consultants offer
organizations with data on the ethical human resource practices and consumer concentrate
team maintain the business engaged with the consumer needs. Moreover, it is evaluated that
corporate governance is effective for evaluating the employee commitment to engage them in
the allocated work to meet the aim and objectives. In addition, it is examined that stakeholder
engagement could also be imperative for the attainment of the targeted goal in the least item
and cost.
In the view of Tutton (2016) a commitment with employee, customers, and stakeholders
leads to obtaining reliable information about the research matter. Moreover, the corporate
governance could lead to making transparency, value, and consistency so the company does
well to keep up their best effort in communicating with others. In addition, it is examined that
the data is taken by considering the annual report and open door policy for the workforces
and social tool account in which consumers can leave their feedback. Moreover, each level of
the team should focus on the procedure of stakeholder engagement to reach a valid
conclusion. A significant factor of CSR (corporate social responsibility) could be beyond
stakeholder engagement.

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In support of this, Kraak & Story (2015) evaluated that a manager could best leader but a
leader could not be always manger. The leadership could be effective for managing the task
and lead to get a favorable result. Moreover, a leader should be responsible, respectful, and
very open to communication. Moreover, it is examined that coupling solid management skills
with these leadership characteristics supports to keep the atmosphere of social accountability
and ethics by considering the suitable code of conduct. In addition, it is also examined that
ethical leaders are accountable for managing risk and support to get a favorable result in the
least time and cost.
In opposition to this, Scrinis (2016) illustrated that ethical leaders of the firm could look at
the risk and manage risk by implying the corporate social responsibility as it could be major
priorities of the firm. It is also examined that management of the risk could keep the financial
performance of the organization. Moreover, it is examined that the CSR could lead to build a
relationship with others and support to sustain their position in the marketplace. Moreover, it
is examined that ethical practices could make a mandate to the organization for maintaining
the organization and their leaders to build the genuine culture at the working place. It could
offer an opportunity for making favorable result in the context of the current matter.
In support of this, Grossmeier et al. (2016) examined that digital marketing strategy could be
effective for the attainment of the organizational task. The digital marketing strategy
facilitates to the firm for increasing the awareness of goods and services among a huge
number of consumers in the least time and cost. Moreover, the field of advertising and
marketing could be imperative for dealing with the dramatic changes because the customer
could offer a way by which organization could change the method to sell and buy goods and
services. Moreover, the internet application has been increased as it leads to increase their
probabilities of getting success by making an online presence by marketing online.

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Lidstone & MacLennan, (2017) argued that marketing could be imperative for the small
entrepreneurs and direct impact on business growth. It is examined that consumers search
online method could be imperative for searching information about the products and services.
In the current era, the consumer uses the internet to address the local business and discover
the information about the products and services as compared to the different organization.
The business use SEO as it will facilitate the Phytomed to collect the responses of the
consumers on the same websites towards goods and experience.
In support of this, Strauss & Frost (2016) stated that It could be effective for the attainment of
the organizational task in the least time and cost. Moreover, it is also evaluated that there are
two kinds of business that are considered by the organization named business to consumers
and business to business. The internet could facilitate both businesses to make success in the
search engine ranking. It is evaluated that online marketing facilitates to the firm for making
a reliable decision in the context of the current matter. It could be effective for making a
favorable decision about the current issue. Moreover, it is evaluated that the researcher will
use smartphones and increase their understanding about goods and services and make a
decision towards a sale.
On the other side, Alves Fernandes & Raposo (2016) examined that the business website is
could be the primary imperative element of the e-marketing. Moreover, the large and small
business develop their solid reputation in the specified marketplace and increase the
opportunity of getting higher profitability of the firm. The organization could consider one
component that “about us”, which leads to comprehend different basic information about
products and services, news, location, and contact details. Moreover, it is examined that the
regular update could be imperative for establishing the authority in the working place.
According to Collyer (2017), inbound marketing could also be another method could be
imperative for the attainment of the organizational task. Moreover, Phytomed will use the e-

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marketing is effective for the organization because it could be imperative for increasing the
sale of the business in the least time and cost. Furthermore, if an individual arrives in the
Facebook sites then they would be capable to comprehend the people who are arrived at the
organization’s site. The organization could evaluate the inbound the website traffic offers
valuable information towards the specified market and offers the opportunity to get the email
address to enhance the database of sales.
On the other hand, Moorkens et al. (2016) evaluated that the suitable inbound marketing tools
deliver creation coupon, free report, newsletter, and email method to get the favorable result.
In addition, it is examined that great relationship building is a major factor hat assist to
operate the business and make a reliable decision in the least resources. The relationship
building is the marketing approach is an imperative tool to determine the long-term
relationship between customers and business.
In support of this, De Mooij (2018) evaluated that e-marketing could enable to the firm for
conducting the research as it considers different sources like Facebook, Google, YouTube,
LinkedIn, and Pinterest. It could lead to building a strong relationship between consumers
and the organization. In addition, it is also examined that social media could permit the
business for increasing the sale of firm and make a reliable relationship with otters. In
addition, it is examined that the changing marketing approaches could make a reliable
relationship with others. In addition, it is evaluated that the CNN report demonstrated that the
organization could be imperative for the attainment of the organizational task.
Design a low cost, a low-risk marketing plan that Phytomed could use to enter one of the
North Asian markets
Customer/Market Need
Customer market needs analysis method could lead to the firm for evaluating the market as
well as consumers’ need as it could be effective for increasing the sale of the firm in the least

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time.
Customer Needs Analysis:
The customer needs analysis is imperative for evaluating the needs of consumers to deliver
their services. It could also lead to determine the process and needs of the consumers for
particular products and services. It is practiced for evaluating the products variety and brand
management. It could consider certain elements that could directly impact the purchasing
decision of the consumers towards the brand of the specified organization. These are concept
development, Value Analysis, product development, Customer Value Analysis, and Means-
End Analysis. It could lead to lead to getting the favorable result (Avorn, 2017).
Market Segmentation
The marketing segmentation could be imperative for classifying the consumer for offering
their goods and services in the least time and cost. Phytomed could use certain kinds of
marketing segmentation like demographics and behavioral marketing segmentation (Smith,
2016). These are discussed as below:
Demographic marketing segmentation
Phytomed will mainly consider certain factors named age, gender, family lifestyle, and
income to deliver their medicine in the market of China. The organization could mainly focus
on the age group of 12-38 years of people to deliver their services. Moreover, the
organization will focus on modern people to deliver their services in the least time and cost.
Behavioral marketing segmentation
Behavioral marketing segmentation could divide the consumer on behalf of their behaviors
like occasion, usage, benefits, and loyalty. It is examined that organization will identify the
loyal consumer and offer their herbal medicine to their target consumers (Stoeklé, Mamzer-
Bruneel, Vogt, & Hervé, 2016).
Value Proposition(s):

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Value proposition could consider certain factors named infrastructure, process, technical
transfer, and team. Phytomer's should use well-equipped laboratory and regulatory
complaints about making a reliable decision in the context of the current matter. Moreover, it
is also examined that there are certain factors that might be considered by the Phytomed like
low research and development cost, efficient procedure, and IP complaints. It could be
imperative for the accomplishment of the organizational task (Effing & Spil, 2016).
Customer Profile:

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This organization will target urban people to deliver Phytomed's products Chinees market.
Product strategies
The product strategy is determined as the road map of the goods and services. This road map
could support the firm for making the product’s vision for current product approach and lead
to get a favorable outcome (Schuhmacher, Gassmann, & Hinder, 2016).
Product positioning:
Phytomed's could use the different methods to make the position of products and services in
the marketplace. The organization could use added value to their consumers as it could be
imperative to make a different image of the firm in the working place. In addition, it is
evaluated that quality is another approach that leads to making a different image of the firm
in the marketplace. It could also be effective for attracting new consumers towards the brand.
The organization should use the attractive packaging where they could show depth
information of goods on the products as it could be effective to comprehend products content
(Sismondo, 2017).
Differentiation:
Differentiate marketing strategy is effective for getting the unique image of the organization
in the marketplace. This strategy will aid to firm for getting suitable research outcome.
Moreover, the different marketing approach will lead to Phytomed's to differentiate their
image with the market players and supports to get a favorable outcome. Moreover, it is
examined that the organization could entail unique features in their products and services as it
could be imperative in getting the competitive benefits (David, David, & David, 2017).
Branding
Branding Positioning:
Phytomed (Kiwiherb) brand has positioned itself as an herbal brand that creates health and
wellness for a prime customer where doing business and formulating the products may best

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suitable for changing times. Phytomed (Kiwiherb) brand medicines can deliver the connected
value and clear story that vibrate every customer and is entrenched in the fabric of product.
There is a need for true changes that cannot be created by any one discipline (Piercy, 2016).
Branding strategy:
There are different branding strategy that could be used by the company for engaging the
customers to drive the engagement and awareness of customers towards Phytomed
(Kiwiherb). Social media is a significant source of customer engagement; however, its
competitors overlook its practice. Phytomed (Kiwiherb) can create brand awareness by using
social media (Blair & Hitchens, 2018). It can help to create a better experience for current
customers and enhancing communication with prospective customers (Bower, 2018). In
addition, search engines play a significant role to drive the herbal traffic. A favorable
placement on Search Engine Results Pages (SERPs) could support to drive more competent
towards the websites and gain the awareness of Phytomed (Kiwiherb).
Pricing
Phytomed can use skimming pricing strategy for maintaining their position in the Chinese
medicine market. Under this pricing strategy, a company can set a higher price for promptly
recover the cost for product production as well as advertising. The key goal of price
skimming strategy is to attain the profit in less time period. Phytomed can use skimming
price when it has a lack of financial resources for producing the products in volume. The
company can use the rapid spurts of cash to finance additional product advertising and
production (Blair & Hitchens, 2018).
Promotion
Promotion is an effective tool for promoting the goods and services of Phytomed. This
method will also lead to an increase in the market share of the firm in the least time and cost.
Moreover, an organization could imply certain methods of promotion and attract a huge

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number of consumers. There are different communication channels that could be used to
promote the Phytomed (Kiwiherb) products to potential customers in the target market
(Bower, 2018).
The promotional mix must cover:
Advertising
Phytomed (Kiwiherb) can use advertising to promote the Chinese medicine market. It is a
paid a form of media communication. Moreover, the different channel of advertising could be
used by Phytomed such as a print advertisement in magazines, radio, TV announcement,
billboards, trade journals, web-based visibility building, and web-based visibility-building. It
is non-personal promotional activity as the seller has no direct link with the prospect
customers at the time of communication procedures (Bower, 2018).
Public Relations & Publicity
Public Relations & Publicity could be used by Phytomed endorses a favorable image, create
publicity and enhances goodwill with the intention of gaining revenue. Public relation could
be used by Phytomed to create favorable media coverage, sponsoring charitable campaigns
and hosting special events. Publicity is free advertising that can create publicity via press
releases, sponsorships, community practices.
Online and Social Media Marketing
Online and social media marketing could be used by Phytomed for directly attracting the
customers. It can use different communication channels for promoting the company. Online
and e-marketing marketing is a common technique for a promotional campaign. Social
media, as well as blogs, can provide additional communicative techniques that corporations
can use to arrive at customers directly. In addition, mobile systems with application of
electronic communication as well as social media permits corporation practically in 24/7
access to customers (Blair & Hitchens, 2018).