Chinese Bakery Market

Résumé du document

In global marketing, we have to make a business report of the setting up of the Lotus filled waffle in a country except Western Europe. First of all, I will present the strategy and the goal of the Lotus Bakeries company, then a study about the behavior of the Chinese consumer and the Chinese market, finally a marketing plan to launch the product in China which match with company's values.

Extraits

[...] The Chinese consumers consider the shopping as an entertainment. * Generally, they like rather the fresh(cool) products than the canned products and transformed products, but in cause of this more and more loaded(charged) working schedules, of the start of the women work and the changes on the subject of the tastes, they consume more and more transformed food and products easy to prepare. * The consumers prefer the small packagings even if they are more expensive * they like seeing the product, preferably through a small window on the packaging or through a clear illustration of the contents in the label. [...]

[...] The consumers welcomed well this new system and adapted themselves to it. * The chains(channels) of supermarkets multiply in all the Chinese cities while hypermarkets are rather in big city centers. * convenience stores chains(convenience stores channels,repairmen's chains) so quickly multiplied, more particularly in the east of China. To her the only one, Shanghai counts more than convenience stores(repairmen). * the system of distribution(casting) varies enormously according to the region and the market. The east coastal regions, including Shanghai and Peking, represent the biggest market of consumption of imported products. [...]

[...] Place: this waffle must be distributed, at first, in the big urban cities to accompany the rhythm of an active life with a higher income, in particular in supermarkets and other circuits selecting the food of meals. Bibliography Warner, Joie. A Taste of Chinatown: America's Native Chinese Cuisine/ Joie Warner; Designed and photographed by Drew Warner. New York: Crown Publishers c1989. The author takes us through a Chinatown experience of food and fun, by sharing recipes of America's Native Chinese Cuisine. An entertaining pictorial presentation. Cassell JA. Social anthropology and nutrition: A different look at obesity in China. Adolph, W. [...]

[...] Price: the price represents another very important element. As the food of meal is not completely a part of the Chinese diet, their price must be accessible. It often happens that the price of the imported products is superior to the price of the local products and, consequently, they are limited to supermarkets and to specialized stores. It is thus necessary to take into account the rule of price rates in China on imported products and purchasing power of the potential consumers. [...]

[...] The Chinese food of meal represents a complex, very competitive market, which changes constantly. It is thus essential to understand(include) this market to make a success(to succeed) in it. The food of meal is not novelties in China. Indeed, there are for a long time small stands(pits) where we offer a whole range of warm or cold food of meal. These stands(pits) always exist, but their number decreases. During the last ten years, the Chinese culture of the food of meal evolved considerably. [...]