Strategic International Marketing Plan for Exporting Bottled Water to China. Essay Example
TABLE OF CONTENTS
1. INTRODUCTION...................................................................................................2
2. THE CHINESE CONSUMER................................................................................2
3. PRODUCT CHARACTERISTICS.........................................................................3
4. CURRENT ENVIRONMENT................................................................................3 4.1 SOCIO-CULTURAL.......................................................................................3
5. ENTRY STRATEGY..............................................................................................6 5.1 PRODUCT OVERWIEW................................................................................6
6. CORPORATE AND SOCIAL RESPONSIBILITY...............................................6
1. INTRODUCTION
The second largest economy, China has paid a high environmental price for the economic increase: polluted air, contaminated land, uninhabitable areas, desertification and a serious crisis of water drinking. The country has only about 6.5% of the renewable water resources of the planet to sustain one fifth of the world population. Consequently, the per capita available in the country corresponding to 1/4 of the world average.
Because of these problems the personal tastes and preferences in China are changing for bottle water over municipal tap water. Increasing the consciousness among Chinese people and the desire to avoid contracting water born disease has seen the sale of bottled water continually increase.
2. THE CHINESE CONSUMER
After decades of deprivation and conformism, Chinese consumers see expensive consumer goods as trophies for their successes. They are embracing new economic ideas and habits, devouring goods that previously were unreachable, were impossible to achieve or forbidden. At the same time, they are part of a culture of consumption and an economic system very different
1. INTRODUCTION...................................................................................................2
2. THE CHINESE CONSUMER................................................................................2
3. PRODUCT CHARACTERISTICS.........................................................................3
4. CURRENT ENVIRONMENT................................................................................3 4.1 SOCIO-CULTURAL.......................................................................................3
5. ENTRY STRATEGY..............................................................................................6 5.1 PRODUCT OVERWIEW................................................................................6
6. CORPORATE AND SOCIAL RESPONSIBILITY...............................................6
1. INTRODUCTION
The second largest economy, China has paid a high environmental price for the economic increase: polluted air, contaminated land, uninhabitable areas, desertification and a serious crisis of water drinking. The country has only about 6.5% of the renewable water resources of the planet to sustain one fifth of the world population. Consequently, the per capita available in the country corresponding to 1/4 of the world average.
Because of these problems the personal tastes and preferences in China are changing for bottle water over municipal tap water. Increasing the consciousness among Chinese people and the desire to avoid contracting water born disease has seen the sale of bottled water continually increase.
2. THE CHINESE CONSUMER
After decades of deprivation and conformism, Chinese consumers see expensive consumer goods as trophies for their successes. They are embracing new economic ideas and habits, devouring goods that previously were unreachable, were impossible to achieve or forbidden. At the same time, they are part of a culture of consumption and an economic system very different