Hummel for the Chinese Market

 Hummel for the Chinese Marketplace Essay

BA IMK, Marketing Strategy, MA2

Contents

1 ) Problem assertion................................................................................................................ 1 1 . 1 Advantages............................................................................................................................... 1 1 . 2 Difficulty..................................................................................................................................... 1 1 . 3 Methods.................................................................................................................................... 1 1 ) 4 Delimitation.............................................................................................................................. 2

installment payments on your Overview of the Chinese market......................................................................................... 3 3. PEST-analysis...................................................................................................................... some 4. Porters Five Causes............................................................................................................... 6 a few. Consumer Conduct............................................................................................................ 8 a few. 1 Industry segmentation................................................................................................................ almost 8

6. SWOT-analysis................................................................................................................... 12 several. Hummel's overall business direction................................................................................ 13 almost eight. Calculation of probability.................................................................................................. 16 9. The Marketing Blend............................................................................................................ 16 12. The Competitive Situation............................................................................................... 19 10. you The Opponents................................................................................................................... 20

14. Hummel's approach in Beijing.......................................................................................... 22 12. Discussion.......................................................................................................................... twenty-five 13. Realization......................................................................................................................... 26 14. References.......................................................................................................................... twenty-eight 15. Products...................................................................................................................... 31 12-15. 1 Dietary supplement 1: Segmentation variables................................................................................. thirty-one 15. two Supplement two: Forecast in Beijing........................................................................................ thirty-two

BA IMK, Marketing Strategy, MA2

1 . Difficulty statement

1 . 1 Introduction

The Danish brand hummel has, over a small scale, begun to operate on the Chinese industry with the beginning of 20 fashion shops in the capital, Beijing. Their very own concrete mission is to increase the size of sales and awareness, simply by opening 70-80 additional impartial stores during 2010, that may hopefully change China right into a new heavy core market. Hummel wants to highlight their particular collection of ground breaking fashion-wear – not the regular functional sportswear – a choice, which unquestionably is originated from manager Christian Stadil's fresh initiatives and strategies. you

The point of departure just for this project can be thereby to estimate the needs of the consumers, the demand and the competition in Beijing – do we believe that hummel's...

References: Litterature

Danish Corporations in Cina: Towards a fresh Era in Internationalization? SPRØK (1997)

Henry, Anderson (2008) Understanding tactical management, Samfundslitteratur

Hinner, Jordan B

Expertise Transfer, Cand. merc, IBS (2007)

Kohli, Ajay K

Propositions and Managerial Significance, Paper A

Kotler, Philip (2003) A framework pertaining to Marketing Managing (second edition), Pearson

Education International

Kotler, Philip (2009) Marketing Administration, Pearson Prentice Hall

Assurer, Michael Electronic. (1979) Just how competitive pushes shape technique, Paper C

Rosendahl, Philip (BГёrsen, m

Rosendahl, Peter (BГёrsen, m. 06. '04. 2010) Produktionen boomer over hele verden

Websites

Carlsberg's homepage, Carlsberg Annual Report (2009) www.carlsberg.dk

Page twenty eight of

Det Centrale Virksomhedsregister, Hummel A/S (2008) Gross annual Report www.cvr.dk

Ellos' home-page www.ellos.dk

Erhvervsbladet, Springborg, SГёren and Rostgaard, Anders (2010) Danmark gГҐr 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 Market, The urbanisation (2009), Consumer lifestyle (2009),

Clothing and footwear (2009)

http://portal.euromonitor.com/Portal/ResultsList.aspx

Globalis, Chinese Stats (2010)

http://www.globalis.dk/Land/Kina/%28show%29/indicators

IFU's home-page http://www.ifu.dk/dk/Material+Folder/Pdf/Bestseller_China

KommunikatГёren, Kiellberg, Jon (2007) Selv en humlebi kan flyve

Månedsskrift for Praktisk Lægegerning, Schiøttz-Christensen, Erik (2006) Ét barns politiken i

Og indien http://www.mpl.dk/composite-264.htm?NewsId=628

Reuters news agency, Chan, Edwin and Heavens, Louise (2008) Watch out Nike: China's sports brands

approaching fast http://www.reuters.com/article/idUSHKG13709320080221

Udenrigsminiteriet, Hvorfor er e vigtigt at Kina smat Rusland ser med i WTO? (2009)

Landefakta Kina (2009) www.um.dk

Videncenter for Turisme og Oplevelsesindustri, Cortsen, Kenneth L. (2007) Hummel,

oplevelser smat detailhandel, http://www.videncentervto.dk/hummel.pdf

Interview

Personal mobile evaluated with: Dorthe Jespersen, foreign trade manager, hummel (April, 2010)

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