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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Various factors including following will be studied in the matrix form as above:
Economic Factor: One has monitor the economic trends like GDP trends, Interest rates, Money supply, Inflation rates, Unemployment levels, Disposable income.
? Technological Forces: Impact of following factors:
Efficiency of infrastructure, including roads, ports airports, rolling stock, hospitals, education, healthcare, communication, etc.
? Political Legal regulations: One should also be aware of foreign trade regulations, attitude towards foreign companies as Pfizer wants to aspire to be a multinational company. It has to consider following factors:
* Political climate - amount of government activity
* Political stability and risk
* Government debt
* Budget deficit or surplus
* Corporate and personal tax laws
* Other economic laws
? Societal Trends:
Demographic factors such as:
o population size and distribution
o age distribution
o education levels
o income levels
o ethnic origins
o religious affiliations
* Attitudes towards:
o materialism, capitalism, free enterprise
o individualism, role of family, role of government, collectivism
o role of church and religion
o importance of work, pride of accomplishment
China is becoming one of the most prestigious countries of the world. Industry is largely based on state and joint ownership, noticeable by growing technological advancements and productivity.
Major industrial centers are located in Beijing-Tianjin- Tangshan area, Liaoning Province, Wuhan and Shanghai. Chinese currency is called Renminbi, which means "People's Currency." The popular unit of Renminbi is Yuan. ...
This discusses the environmental factors for coffee sales in China