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Unit code：MKT9104M Tutor’s name：Warren Glover
Student name：Tianxiang Wang
Student ID：12357271
Title of work：INTERNATIONAL MARKETING PLANNING
Date：20/12/2012
Analyse
According to Svend (2011), global marketing can be defined to find and satisfy global customers needs better than the competition, and to coordinate marketing activities within the constraint of the global environment. In the essay, it will focus on the topic: In what kinds of ways that Argos 's strategy could be accorded with the needs of Chinese customers? Which means, is there an opportunity for Argos to adjust itself to adapt the environment of the Chinese and attract the focus of the customer in China. In other words, if it is possible to open a store in NanJing, jiangsu province of china, and of course it aims to expand throughout the whole china.
Argos is a kind of unique multi-channel retailer considered as choice, value and convenience. It sells general products and merchandise on-line and by phone to the family through the UK and Republic of Ireland from more than 700 stores. It sales £4.3 billion and employs about 33000 people. (Argos 2012) multi-channel sales participation has continued to grow and now represents £1.9bn or 48% of Argos ' total sales (Argos 2012). Total Internet orders, including Check & Reserve, grew to comprise 39% of Argos ' total sales,with the remaining 9% of multi-channelsales being products ordered in-store for home delivery or by telephone. In the past year, it provides more than 130 million customers through the shops a year, and it takes up to 26% of sales income only through the Internet channel. Four million customer orders either by phone or on-line(Argos 2012). On average, there are about 18 million British families, in other words, there is about two thirds of the whole population of the United Kingdom, having Argos catalogue at any time at home.(Annual report 2011).
However, according to country
Unit code：MKT9104M Tutor’s name：Warren Glover
Student name：Tianxiang Wang
Student ID：12357271
Title of work：INTERNATIONAL MARKETING PLANNING
Date：20/12/2012
Analyse
According to Svend (2011), global marketing can be defined to find and satisfy global customers needs better than the competition, and to coordinate marketing activities within the constraint of the global environment. In the essay, it will focus on the topic: In what kinds of ways that Argos 's strategy could be accorded with the needs of Chinese customers? Which means, is there an opportunity for Argos to adjust itself to adapt the environment of the Chinese and attract the focus of the customer in China. In other words, if it is possible to open a store in NanJing, jiangsu province of china, and of course it aims to expand throughout the whole china.
Argos is a kind of unique multi-channel retailer considered as choice, value and convenience. It sells general products and merchandise on-line and by phone to the family through the UK and Republic of Ireland from more than 700 stores. It sales £4.3 billion and employs about 33000 people. (Argos 2012) multi-channel sales participation has continued to grow and now represents £1.9bn or 48% of Argos ' total sales (Argos 2012). Total Internet orders, including Check & Reserve, grew to comprise 39% of Argos ' total sales,with the remaining 9% of multi-channelsales being products ordered in-store for home delivery or by telephone. In the past year, it provides more than 130 million customers through the shops a year, and it takes up to 26% of sales income only through the Internet channel. Four million customer orders either by phone or on-line(Argos 2012). On average, there are about 18 million British families, in other words, there is about two thirds of the whole population of the United Kingdom, having Argos catalogue at any time at home.(Annual report 2011).
However, according to country
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