Leboncoin Market Survey China
Market Survey
Setting-up of a website like leboncoin.fr in China
Martin Brisson
2011/2012
Rouen Business School
Sommaire
Mission statement 3
Methodology 3
Summary of recommendation 4
Market analysis 6
Company introduction 6
The website 7
SWOT analysis 8
Source of revenue 9
Customer analysis 9
The social aspects 11
Competitor analysis 13
Chinese competitor analysis 13
French competitor analysis 16
PESTEL analysis 19
Political factors 19
Economic factors 20
Social factors 20
Technological factors 21
Environmental factors 21
Legal factors 21
Key success factors 23
Branding 23
USP 23
Shopping experience 23
Content control 24
Marketing mix 25
Product 25
Price 26
Places 28
Promotion 28
Appendix 30
Surveys 30
Mission statement
The Norwegian company Schibsted (owner of leboncoin.fr) is willing to develop his influence in China. They already developed 2 websites meant to be used by Chinese people with the same recipe as leboncoin.
On the other hand, they have not yet developed a website for the expatriates population in china.
They asked us to realize a market survey to prepare their entrance in the Chinese classified ads market for expatriates
Methodology
This mission will be achieved with different tools: * Internet researches * Readings * Realization of a survey
These researches will be conducted on every level of the economic situation (macro, meso and micro) for a global understanding of the Chinese market and more accurate recommendations.
The study will contain analysis models like: * PESTEL analysis to asses macroeconomic factor for the Chinese market * Key success factor to efficiently enter the Chinese expatriate market. * Marketing mix * Gathering and analysis of the answers obtained by our survey to add the microeconomic aspect to our project and have a better understanding of our customer.
Summary of recommendation
Recommendations taken from the customer analysis
*
Setting-up of a website like leboncoin.fr in China
Martin Brisson
2011/2012
Rouen Business School
Sommaire
Mission statement 3
Methodology 3
Summary of recommendation 4
Market analysis 6
Company introduction 6
The website 7
SWOT analysis 8
Source of revenue 9
Customer analysis 9
The social aspects 11
Competitor analysis 13
Chinese competitor analysis 13
French competitor analysis 16
PESTEL analysis 19
Political factors 19
Economic factors 20
Social factors 20
Technological factors 21
Environmental factors 21
Legal factors 21
Key success factors 23
Branding 23
USP 23
Shopping experience 23
Content control 24
Marketing mix 25
Product 25
Price 26
Places 28
Promotion 28
Appendix 30
Surveys 30
Mission statement
The Norwegian company Schibsted (owner of leboncoin.fr) is willing to develop his influence in China. They already developed 2 websites meant to be used by Chinese people with the same recipe as leboncoin.
On the other hand, they have not yet developed a website for the expatriates population in china.
They asked us to realize a market survey to prepare their entrance in the Chinese classified ads market for expatriates
Methodology
This mission will be achieved with different tools: * Internet researches * Readings * Realization of a survey
These researches will be conducted on every level of the economic situation (macro, meso and micro) for a global understanding of the Chinese market and more accurate recommendations.
The study will contain analysis models like: * PESTEL analysis to asses macroeconomic factor for the Chinese market * Key success factor to efficiently enter the Chinese expatriate market. * Marketing mix * Gathering and analysis of the answers obtained by our survey to add the microeconomic aspect to our project and have a better understanding of our customer.
Summary of recommendation
Recommendations taken from the customer analysis
*