China: Market and Opportunity Analysis
China:
Country Environment &
Marketing Opportunity Analysis
Aaron Golik, Jake Guldner,
Genny Guthrie, Emily Hales,
& Matheus de Paula Pereira
International Marketing
Dr. Dharma DeSilva
15 April 2013
Table of Contents
* Service Export…………………………………………………………………….....Page 3 * Demographic, Economic, and Trade Conditions…………………………………....Page 6 * Demographics……………………………………………...……………….……....Page 7 * Economics…………………………………………………………..……….Page 8 * Trade……………………………………………………....................…….Page 11 * Development Level and the Infrastructure……………………………….......…….Page 12 * Regulatory Market Entry Considerations……………………………………..…....Page 13 * Legal Considerations……………………………………………………………….Page 16 * Government Assistance…………………………………………………………….Page 17 * Sino-American relations………………………………………………..…..Page 20 * Target Market, Marketing Mix and Marketing Strategy……………………….......Page 22 * Marketing Plan…………………………………………………………………......Page 25 * Pro Forma Financial Statements (Budgeted Projections)……………….…Page 25 * Conclusion………………………………………………………………………….Page 27 * Works Cited…………………………………………………………......................Page 28
In recent years, China has emerged as the world’s fastest growing economy. Everyday multinational companies (MNC’s) are looking to, in some way or another, expand into the Chinese market; whether it is through product expansion, joint ventures, or acquisitions, it seems every MNC is trying to enter into China. Recently, Cessna Aircraft Company is one of those that have made the leap into China. By establishing two joint ventures, Cessna has expanded its reach and product line into the Chinese markets, and it is through this already established relationship that we see an obvious opportunity. Through the procurement of a partnership with Cessna and by utilizing their already established expertise in China, pursuing the opportunity to open and establish a Flight
Country Environment &
Marketing Opportunity Analysis
Aaron Golik, Jake Guldner,
Genny Guthrie, Emily Hales,
& Matheus de Paula Pereira
International Marketing
Dr. Dharma DeSilva
15 April 2013
Table of Contents
* Service Export…………………………………………………………………….....Page 3 * Demographic, Economic, and Trade Conditions…………………………………....Page 6 * Demographics……………………………………………...……………….……....Page 7 * Economics…………………………………………………………..……….Page 8 * Trade……………………………………………………....................…….Page 11 * Development Level and the Infrastructure……………………………….......…….Page 12 * Regulatory Market Entry Considerations……………………………………..…....Page 13 * Legal Considerations……………………………………………………………….Page 16 * Government Assistance…………………………………………………………….Page 17 * Sino-American relations………………………………………………..…..Page 20 * Target Market, Marketing Mix and Marketing Strategy……………………….......Page 22 * Marketing Plan…………………………………………………………………......Page 25 * Pro Forma Financial Statements (Budgeted Projections)……………….…Page 25 * Conclusion………………………………………………………………………….Page 27 * Works Cited…………………………………………………………......................Page 28
In recent years, China has emerged as the world’s fastest growing economy. Everyday multinational companies (MNC’s) are looking to, in some way or another, expand into the Chinese market; whether it is through product expansion, joint ventures, or acquisitions, it seems every MNC is trying to enter into China. Recently, Cessna Aircraft Company is one of those that have made the leap into China. By establishing two joint ventures, Cessna has expanded its reach and product line into the Chinese markets, and it is through this already established relationship that we see an obvious opportunity. Through the procurement of a partnership with Cessna and by utilizing their already established expertise in China, pursuing the opportunity to open and establish a Flight