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Hummel on the Chinese Market

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Hummel on the Chinese Market
BA IMK, Marketing Strategy, MA2

Contents
1. Problem statement ................................................................................................................ 1
1.1 Introduction............................................................................................................................... 1
1.2 Problem ..................................................................................................................................... 1
1.3 Methods .................................................................................................................................... 1
1.4 Delimitation .............................................................................................................................. 2

2. Overview of the Chinese market ......................................................................................... 3
3. PEST-analysis ...................................................................................................................... 4
4. Porters Five Forces ............................................................................................................... 6
5. Consumer Behaviour ............................................................................................................ 8
5.1 Market segmentation ................................................................................................................ 8

6. SWOT-analysis ................................................................................................................... 12
7. Hummel’s overall business direction ................................................................................ 13
8. Calculation of probability .................................................................................................. 14
9. The Marketing Mix ............................................................................................................ 16
10. The


References: Litterature Danish Companies in China: Towards a New Era in Internationalization? SPRØK (1997) Henry, Anderson (2008) Understanding strategic management, Samfundslitteratur Hinner, Michael B Knowledge Transfer, Cand.merc, IBS (2007) Kohli, Ajay K Propositions and Managerial Implications, Paper A Kotler, Philip (2003) A framework for Marketing Management (second edition), Pearson Education International Kotler, Philip (2009) Marketing Management, Pearson Prentice Hall Porter, Michael E. (1979) How competitive forces shape strategy, Paper C Rosendahl, Peter (Børsen, d Rosendahl, Peter (Børsen, d. 06.04.2010) Produktionen boomer over hele verden Websites Carlsberg’s homepage, Carlsberg Annual Report (2009) www.carlsberg.dk Page 28 of Det Centrale Virksomhedsregister, Hummel A/S (2008) Annual Report www.cvr.dk Ellos’ homepage www.ellos.dk Erhvervsbladet, Springborg, Søren and Rostgaard, Anders (2010) Danmark går glip af milliardmarked I Kina http://www.erhvervsbladet.dk/virksomheder/danmark-gaar-glip-af-milliardmarked-i-kina Erhverv På Nettet, Olesen, Jesper (2009) Hummel jagter kinesiske vækst http://epn.dk/brancher/mode/article1914938.ece Euromonitor: China – Clothing Industry, The urbanisation (2009), Consumer lifestyle (2009), Clothing and footwear (2009) http://portal.euromonitor.com/Portal/ResultsList.aspx Globalis, Chinese Statistics (2010) http://www.globalis.dk/Land/Kina/%28show%29/indicators IFU’s homepage http://www.ifu.dk/dk/Material+Folder/Pdf/Bestseller_China Kommunikatøren, Kiellberg, Jon (2007) Selv en humlebi kan flyve Månedsskrift for Praktisk Lægegerning, Schiøttz-Christensen, Erik (2006) Ét barns politiken i Kina http://www.mpl.dk/composite-264.htm?NewsId=628 Reuters, Chan, Edwin and Heavens, Louise (2008) Watch out Nike: China’s sports brands coming on fast http://www.reuters.com/article/idUSHKG13709320080221 Udenrigsminiteriet, Hvorfor er det vigtigt at Kina og Rusland er med i WTO? (2009) Landefakta Kina (2009) www.um.dk Videncenter for Turisme og Oplevelsesindustri, Cortsen, Kenneth H. (2007) Hummel, oplevelser og detailhandel, http://www.videncentervto.dk/hummel.pdf Interview Personal mobile interviewed with: Dorthe Jespersen, export manager, hummel (April, 2010)
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