Marketing Coffee in China
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You are the marketing manager for a leading coffee chain. Your company has made the decision to expand internationally, specifically into China. What are some of the environmental factors that you will need to consider in marketing your coffee in China? Which of one of these factors would have the largest impact on the company's marketing strategy? Why?
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Solution Summary
The solution discusses on the environmental factors that need to be considered in marketing coffee in China and which of them would have the largest impact on the company's marketing strategy. References included.
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You are the marketing manager for a leading coffee chain. Your company has made the decision to expand internationally, specifically into China. What are some of the environmental factors that you will need to consider in marketing your coffee in China?
Factors to be considered in marketing coffee in China:
1. The domestic production of coffee beans coupled with the low price of green coffee in international markets has contributed to the reduction of the retail price of coffee in China. In effect, it encouraged investment in coffee, resulted in its higher visibility the retail market and an increase in the level of publicity and media interest in coffee.
2. Since coffee is a Western concept to most Chinese consumers, coffee consumption in China is highly concentrated in the larger cities such as Shanghai, Beijing, and Guangzhou. Coffee is associated to appeal to adventurous, young, open-minded, affluent, urban consumers. Hence, the ...
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