Marketing
Table of Contents
1. Introduction 1
2. Current Market Situational Analysis of Combs and Handicrafts in Canada 1 2.1 Market Size Potentials, Opportunities, and Segmentations 1 2.2 Target Markets of Carpenter Tan and Their Characteristics in Canada 2 2.2.1 Demographic Characteristics 2 2.2.2 Psychographic Characteristics 3 2.3 Major Competitors in Canada 3
3. Uncontrollable Marketing Environment in Canada 3 3.1 Culture and Perceptions 4 3.2 Economic Situation of Canada 4
4. Suggested Carpenter Tan 's Marketing Mix Strategies 4 4.1 Product Strategy 4 4.2 Price Strategy 5 4.3 Promotion Strategy 5 4.4 Distribution Strategy 6
5. Discussions and Suggestions for Carpenter Tan’s Key Success Factors to Enter Canadian Market 6
6. Conclusion 7
References 8
The Analysis Study of Introducing Carpenter Tan Combs from Chinese to Canadian Market Based on Marketing Mix Strategies
1. Introduction
Carpenter Tan Group was established in Mainland China in 1997. Through the past 15 years, Carpenter Tan Group has created the band of "Carpenter Tan" and "TAN 's", which were awarded "China Well-Known Brand" in combs and handicraft industry. Also, the company has around 800 franchised stores in Mainland China, Hong Kong, Singapore, South Korea and USA. All items of Carpenter Tan products are hand-made from 100% natural materials with its unique design and patterns to represent an experience of traditional Chinese functional and artistic culture.
The purpose of this report is to analyze current situation of Canadian combs and handicraft market and discuss the marketing mix element strategies for introducing Carpenter Tan 's products into Canadian market. This study also provides discussion and recommendation of the key success factor to enter Canadian market.
The report is organized into six sections: Section 2 analyzes the present market of combs and handicrafts in Canada, Carpenter Tan 's target markets, and major competitors. In Section 3, the barrier
1. Introduction 1
2. Current Market Situational Analysis of Combs and Handicrafts in Canada 1 2.1 Market Size Potentials, Opportunities, and Segmentations 1 2.2 Target Markets of Carpenter Tan and Their Characteristics in Canada 2 2.2.1 Demographic Characteristics 2 2.2.2 Psychographic Characteristics 3 2.3 Major Competitors in Canada 3
3. Uncontrollable Marketing Environment in Canada 3 3.1 Culture and Perceptions 4 3.2 Economic Situation of Canada 4
4. Suggested Carpenter Tan 's Marketing Mix Strategies 4 4.1 Product Strategy 4 4.2 Price Strategy 5 4.3 Promotion Strategy 5 4.4 Distribution Strategy 6
5. Discussions and Suggestions for Carpenter Tan’s Key Success Factors to Enter Canadian Market 6
6. Conclusion 7
References 8
The Analysis Study of Introducing Carpenter Tan Combs from Chinese to Canadian Market Based on Marketing Mix Strategies
1. Introduction
Carpenter Tan Group was established in Mainland China in 1997. Through the past 15 years, Carpenter Tan Group has created the band of "Carpenter Tan" and "TAN 's", which were awarded "China Well-Known Brand" in combs and handicraft industry. Also, the company has around 800 franchised stores in Mainland China, Hong Kong, Singapore, South Korea and USA. All items of Carpenter Tan products are hand-made from 100% natural materials with its unique design and patterns to represent an experience of traditional Chinese functional and artistic culture.
The purpose of this report is to analyze current situation of Canadian combs and handicraft market and discuss the marketing mix element strategies for introducing Carpenter Tan 's products into Canadian market. This study also provides discussion and recommendation of the key success factor to enter Canadian market.
The report is organized into six sections: Section 2 analyzes the present market of combs and handicrafts in Canada, Carpenter Tan 's target markets, and major competitors. In Section 3, the barrier
References: Armstrong, G et al. 2012. Marketing. (4th Canadian Edition). Ontario: Pearson Education, Inc. Boivin, J., 2011. The “Great” Recession in Canada: Perception vs. Reality .[online] Available at:< http://www.bankofcanada.ca/2011/03/speeches/great-recession-canada-perception-reality/> [Accessed 10 November 2012] Euromonitor International, 2012. Global Market Information Database. [online] Available at: <http://www.portal.euromonitor.com.ezproxy.viu.ca/Portal/Pages/Magazine/WelcomePage.asp> [Accessed 15 November 2012] Kraft, J.M. 2010, Surviving the "made in China" stigma: Challenges for Chinese multinational corporations, University of Southern California. ISIBWord, 2012. ISIBWord. [online] Available at: <http://clients1.ibisworld.com.ezproxy.viu.ca/> [Accessed 15 November 2012] Statistics Canada, 2012. Individuals by total income level, by province and territory (Canada). [online] Available at: <http://www.statcan.gc.ca/tables-tableaux/sum-som/l01/cst01/famil105a-eng.htm> [Accessed 21 November 2012] Statistics Canada, 2011. Study: Comparing the 2008-2010 recession and recovery with previous cycles. [online] Available at: <http://www.statcan.gc.ca/daily-quotidien/110113/dq110113b-eng.htm> [Accessed 20 November 2012] The Canadian Press, 2012. Three years after the Great Recession ended, global recovery remains fragile. [online] Available at:< http://business.financialpost.com/2012/07/23/three-years-after-the-great-recession-ended-global-recovery-remains-fragile/> [Accessed 21 November 2012]