Case Study
Marketing environment analysis for chinese christmas decoration industry
Based on the article T (2009) The Guardian 15 August p 33, which written by Branigan. The article outlined that after the global financial crisis, Chinese Christmas decoration industry has entered a low. The details to visit the website “http://www.guardian.co.uk/business/2009/aug/14/china-exports-christmas-toys” Mainly factor of this situation is the main customer from European and American decline to import such kind of stuffs thanks to the global financial crisis. As the article mentioned that MC (anonymity) which with 10 years manufacture and wholesale history are located on YIWU China, the biggest small commodity wholesale center. The main products of MC are Christmas decorations and gifts. Chinese exports have not fallen since 2001. Until November 2008, during the global financial crisis, they have tumbled nine months in a row. During financial crisis, Companies went bankrupt or layoff caused the unemployment rate climbed, the purchasing power reduced (globalissues.org 2009). European and American where the recession seems to have handed the most impact, because more than 50% customers of MC were from both area. According to this situation of recession, this project study will help MC to analyses the current situation from many angles and make suggestions about the firm’s marketing practices. The objective is to help MC improve the profits and cross over the low ebb. (T, Branigan. 2009)
First part of this essay is analysis of the marketing environment which includes both internal and external (both macro and micro), Due to “The marketing environment consists of the actors and force that affect a company’s capability to operate effectively in providing and services to its customers” (Jobber 2007:78). Some valuable recommendations for the future development of MC will be presented. These recommendations were mainly discussed around 4Ps topic which focuses on product, price, place and
Based on the article T (2009) The Guardian 15 August p 33, which written by Branigan. The article outlined that after the global financial crisis, Chinese Christmas decoration industry has entered a low. The details to visit the website “http://www.guardian.co.uk/business/2009/aug/14/china-exports-christmas-toys” Mainly factor of this situation is the main customer from European and American decline to import such kind of stuffs thanks to the global financial crisis. As the article mentioned that MC (anonymity) which with 10 years manufacture and wholesale history are located on YIWU China, the biggest small commodity wholesale center. The main products of MC are Christmas decorations and gifts. Chinese exports have not fallen since 2001. Until November 2008, during the global financial crisis, they have tumbled nine months in a row. During financial crisis, Companies went bankrupt or layoff caused the unemployment rate climbed, the purchasing power reduced (globalissues.org 2009). European and American where the recession seems to have handed the most impact, because more than 50% customers of MC were from both area. According to this situation of recession, this project study will help MC to analyses the current situation from many angles and make suggestions about the firm’s marketing practices. The objective is to help MC improve the profits and cross over the low ebb. (T, Branigan. 2009)
First part of this essay is analysis of the marketing environment which includes both internal and external (both macro and micro), Due to “The marketing environment consists of the actors and force that affect a company’s capability to operate effectively in providing and services to its customers” (Jobber 2007:78). Some valuable recommendations for the future development of MC will be presented. These recommendations were mainly discussed around 4Ps topic which focuses on product, price, place and