Doing Business in China

Essay by EssaySwap ContributorUniversity, Master's February 2008

download word file, 7 pages 3.0

International marketing is the performance of business activities that direct the flow of a company?s goods and services to consumers or uses in more than one nation for profit. The company plans and executes the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals. The uniqueness of foreign marketing comes from the range of unfamiliar problems and the variety of strategies necessary to cope with different levels of uncertainty encountered in foreign markets.

In this paper, I will analyze the challenges that a company faces doing business in China. I will focus on the Chinese food industry and opportunities it presents for foreign companies. I will also briefly talk about China?s admittance to the WTO and the results of this entry.

In order to be successful, the company must first understand the organization?s mission and the role marketing plays in fulfilling that mission.

It also needs to set marketing objectives, gather, analyze, and interpret information about its situation, including its strengths and weaknesses as well as opportunities and threats in the Chinese environment. The next step is to overview the market. The company needs to assess the market potential and growth for its products services in China, as well as segmentation of the market. It also needs to evaluate customers? characteristics, know who the potential buyers of these services are, how they are established in China and how much they are willing to spend. It must develop a marketing strategy by deciding exactly which wants and whose wants the organization will try to satisfy (target market strategy) and by developing appropriate marketing activities (the marketing mix) to satisfy the desires of selected target markets. The marketing mix combines product, distribution, promotion, and pricing strategies in a way that creates exchanges...