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MARKETING MANAGEMENT IN CHINA. Scanning the Marketing Environment and Capturing Markets. Chapter 3. Marketing Environment Scanning Marketing Insight: Features of Transforming Market of China Marketing in China: The Rising Trend of China’s Middle Class Case Study: Vanke Group Ltd. - PowerPoint PPT Presentation
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MARKETING MANAGEMENT IN CHINAMARKETING MANAGEMENT IN CHINA
Chapter Chapter 33Scanning the Marketing Scanning the Marketing
Environment and Environment and Capturing MarketsCapturing Markets
Contents
• Marketing Environment Scanning
• Marketing Insight:
Features of Transforming Market of China
• Marketing in China:
The Rising Trend of China’s Middle Class
• Case Study: Vanke Group Ltd.
Find Market Opportunities
Marketers find many opportunities by
• identifying trends
• identifying megatrends
Environmental Forces
Demographic
EconomicPolitical-Legal
Socio-CulturalTechnological
Natural
Economic Envrionment
GDP in 2012: USD8243 billion, 7.8% GDP in 2012: USD8243 billion, 7.8%
FDI in 2012: USD112 billion FDI in 2012: USD112 billion
Foreign Exchange Reserve in 2012: USD3.3 trillion Foreign Exchange Reserve in 2012: USD3.3 trillion
Total Trade Volume in 2012: USD3866.7 billionTotal Trade Volume in 2012: USD3866.7 billion
Richer Chinese People:More Purchasing PowerRicher Chinese People:More Purchasing Power
Natural Environment
Shortage of raw materials
Increasedenergy costs
Anti-pollutionpressures
Green Marketing Opportunities
Climate Change
Population and Demographics
• Population growth• Population age mix• Ethnic markets
• Educational groups• Household patterns• Geographical shifts
Social-Cultural Environment
Confucianism ( humaneness, loyalty, filial piety, trustworthiness)
Confucianism ( humaneness, loyalty, filial piety, trustworthiness)
Taoism Taoism
ConsumerismConsumerism
CSRCSR
social roles of women social roles of women
Technological Environment
Pace of change
Opportunitiesfor innovation
Varying R&D budgets
China: From Factory to R&D Center
Political-Legal Environment
Increase in business legislation
Political stability
Marketing Insight
Features of Transforming Market of China: • Enormous
• Changing
• Different
• Risky but lucrative
Special Topic
• Definition of China’s middle class • Who benefits from the rising China’s middle class?
Opportunities for retailers Educational investment Consumer credit Insurance Automobile Luxury goods Airline/travel
Case Study
• Chapter Case: Vanke Group Ltd.
• Discussion Questions:
1. As a leader in the real estate industry in China, what major marketing strategies did Vanke adopt?
2. How did Vanke identify China’s market demand and capture the market?
Thank You