Explain what would be your strategy to gather information on the market or market segments for your product and service in the Chinese market

In this task you are required to prepare a report of at least 800 words based on the given information on “ Bellamy’s Organic goes to china “ That is provided in the additional information at the end of this assessment document. You will be marketing Bellamy’s Organic product to companies in Singapore and Hong Kong to export your products. You must include the following in your report:

a) Explain what would be your strategy to gather information on the market or market segments for your product and service in the Chinese market?

b) Carry out a segmentation of the Target Chinese market which would be ideal for selling your products to. Define these market segments on the following components:

Demographics: Age, income, occupation, geographic locations etc.

Psychographics:

Interests

Opinions

Activities/hobbies

Habits

Lifestyle

Perceptions/ attitudes which will affect the sale of your products in the Chinese market.

Usage based segmentation: How frequently is baby food/ formula used by customers in China, at what age group do customers buy baby food in China, is there any particular season when this product is used etc.

c )Now that you have identified the target market characteristics & their preferences. Recommend the ideal features of your company’s product which will be acceptable by the Chinese target customers. Give reasons for each your recommendations.

Your answers should include the following:

Quality

Flavours-recommend popular Chinese flavours

Affordability

Packaging style, information labels, instructions etc.

Sizes

Part 2

in the part, you need to research the market scenario in China & investigate past trends, products successes & failures & the reasons for the same. Submit this as a report of about 500 words

Task1

your report needs to cover the following:

What is the current market situation for baby food & infant formula in China?

Who are the main competitors and their market share in Chinese market?

What are the main factors which will help business operations for your company to be seccessful in China?

What has been the past history of Chinese consumers related to infant formula / baby food? How will this history affect sales of  your products?

Task 2

a. In this task, you need to identify various aspects of consumer behavioural factors for your product and service in the Chinese target market. These factors should include the following:

Social structure, social class, family groups, decision makers, influencers, the actual purchasers etc.

Social standards of acceptable behaviour & what are the cultural motivations which would lead the Chinese to buy your product.

Values & attitudes towards foreign brands & products

Beliefs, customs & practices related to bringing up babies, type of food given to babies, nutritional beliefs etc.

Part 2: Checklist and scope of submission

Before you hand in the part 2 of your assignment, use the checklist below to make sure you have completed all the tasks and have included all relevant information.

) investigated past trends, products successes & failures for the Chinese market.

) identified various aspects of consumer behavioural factors for the baby food in Chinese target market.

Part 3

This part is be completed using the information gathered in the previous parts and also the case study information on Bellamy’s Organic goes to China.

Also consider the information provided below to complete the given tasks.

The one – child policy was introduced in 1978, in China. It initially applied to first-born child in the year of 1979. It was created by the Chinese government to alleviate social, economic, and environmental problems in China. This policy officially restricts married, urban couples to having only one child, while allowing exemptions for several cases, including rural couples, ethnic minorities, and parents without any siblings themselves. Families violating the policy are required to pay monetary penalties and might be denied bonuses at their workplace.

Task 1

prepare a report of about 900 words and include the following:

a) What would be the effect of this policy on the sales of your company’s products in China?

b) Analyze and evaluate your organizational behaviour capabillity to respond to fulfil the Chinese consumer demand for product and service you are proving for.

c)Develop an effective marketing strategy considering the target Chines market for your product and service.

d)Develop a rationale for the focus of appeal that outlines how influencers on consumer behaviour will be used to target effective marketing strategies and also ensure that the focus of appeal meets the legal and ethical obligations and the budgetary requrement as started in the marketing plan.

 

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