International Consumer Behavior - A New Windshield Wiper in China (Hong-Kong)

Résumé du document

The principal function of the new windshield wiper will consist in removing on the glass surface the various elements which will be able to affect the driver visibility in order to ensure an optimal safety of the driver. Another secondary functions will be added like: the intermittency (the speed of the cleaning interval which could be extinct, normal or fast), the washing (the possibility to wash its glass thanks to the jets), etc.

Our target audience will be of 2 types: the first one will be internal and the second external. Internal target audience can be defined as clients or individual groups which are closely associated with our Chinese company : they could be the line managers, executives and specialists, technical experts and engineers and the factory workers.

External target audience will be considered as Chinese people who currently purchase the windshield wiper. It includes Chinese final customers (final consumers) as in the case of stores exploitation by our company. We will define our target audiences as Chinese clients belonging to a large scale. Indeed, we could find audience at the depression cohort, Second World War cohort, Post war cohort, baby boomer cohort 1, baby boom cohort 2, generation X and generation Y.

The audience could be national as international due to the compatibility of the windshield wiper with the cars range even if the windshield will be more adapted for Chinese's customers. We have to take in account equally the minimum legal age and conditions to drive in China in order to better define the target : at 18 years old (50% of the population: 656 986 856 people, hearing-impaired and even paralyzed (28 million Chinese).

As we can see, the Chinese government is relatively quite open even if potential drivers are subjected to health check in order to determine if they are able to drive (vision test). Thus, our audience will be more important than expected according to the regulations : currently there are 107 087 137 car drivers in China.

Extraits

[...] Finally, the Action will take the form of the sponsorship system and equally use demonstration which will push Chinese clientele to purchase the windshield wiper. In second place, I would tell them to bind friendship link[42] , to be patient in the reasoning , to take time to reply to all questions deeply even in front of a potential Chinese customer group (because Chinese are not pressed for time) and to stress on the brand quality and price. Lastly in order to discover the consumer's expectations, to select what kind of windshield wiper (according to the revenue) for what sort of clients and thus to adapt the selling speech, the sales forces will have to be able to see to which type of consumer they cope with : it could be made by external information such as look or again in questioning them information on car) Concerning the advertising agency it is significant to notice that if it is foreign, an official authorization issued by the government will be demanded before beginning the design, production and publication of advertising[43]. [...]

[...] Of course, the windshield wiper represents a minor part : we could find it in garbage dump where elements as steel will be extracted notably by children to be sold again but since few times like in Hong Kong[12] a waste separation at source for domestic waste recycling has been implemented even if the recovered recyclable amount remains small. The windshield wiper is usually disposed every new year. The analysis of the macro consumer picture in China The population amounts to billion[13] : it ages with the only child policy[14]. The Chinese individual number should again increase[15], thus the market represents a true opportunity. [...]

[...] We can mention equally the fact that people will make economies due to the innovation and a more reliability : they will have to change windshield wiper less regularly (low turnover). Lastly, the products compatibility and its generic side will also reduce the purchasing costs : it's a good value for money product. Finally, it is coherent with the new values and goals in China concerning the road safety : there is a keen interest for driver security and protection faced to the perceived risk (accident)[37]. [...]

[...] - the effectiveness by innovation: its aerodynamics, its compact side, its lightness and its less sensitivity to the ice or snow drift, its increasing in the cleaning capacity (200 in the visibility and in the clean-up range thus of the precision (by a better definition of the size and brushes elements), its anti-rising system, its non adherence with the glass (hydrophobic coating), by its automatic de-icing system (moisture, temperature and opacity sensor), its best drainage, its captor of use brush (color change when the replacement is necessary). - the design: its stylistic design offering a more harmonious style. Who is the target audience ? Our target audience will be of 2 types: the first one will be internal and the second external. Internal target audience can be defined as clients or individual groups which are closely associated with our Chinese company : they could be the line managers, executives and specialists, technical experts and engineers and the factory workers. [...]

[...] As it deals with an international brand[48], we will have a double name : the original name (for example RBICLEAN) and the Chinese name. The Chinese name could be a phonetic translation of the original name (for instance ṛ双干净). We can equally advice to work together with a Chinese team of associates which will know to detect, with all the linguistic and cultural sensitive imparted by mother tongue, the names and possible logos. For instance the Chinese staff could create a brand with a named based on semantic of Chinese character, a name which is a mix of meaning and pronunciation or again a name which be similar phonetically to the used character. [...]