Hummel on the Chinese Market

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BA IMK, Marketing Strategy, MA2

Contents
1. Problem statement ................................................................................................................ 1 1.1 Introduction............................................................................................................................... 1 1.2 Problem ..................................................................................................................................... 1 1.3 Methods .................................................................................................................................... 1 1.4 Delimitation .............................................................................................................................. 2

2. Overview of the Chinese market ......................................................................................... 3 3. PEST-analysis ...................................................................................................................... 4 4. Porters Five Forces ............................................................................................................... 6 5. Consumer Behaviour ............................................................................................................ 8 5.1 Market segmentation ................................................................................................................ 8

6. SWOT-analysis ................................................................................................................... 12 7. Hummel’s overall business direction ................................................................................ 13 8. Calculation of probability .................................................................................................. 14 9. The Marketing Mix ............................................................................................................ 16 10. The Competitive Situation ............................................................................................... 19 10.1 The Competitors ................................................................................................................... 20

11. Hummel’s strategy in Beijing .......................................................................................... 22 12. Discussion .......................................................................................................................... 25 13. Conclusion ......................................................................................................................... 26 14. References.......................................................................................................................... 28 15. Supplements ...................................................................................................................... 31 15.1 Supplement 1: Segmentation variables ................................................................................. 31 15.2 Supplement 2: Forecast in Beijing ........................................................................................ 32

BA IMK, Marketing Strategy, MA2

1. Problem statement
1.1 Introduction
The Danish brand hummel has, on a small scale, started to operate on the Chinese market with the opening of 20 fashion stores in the capital, Beijing. Their concrete mission is to enlarge sales and awareness, by opening 70-80 additional independent stores during 2010, which will hopefully turn China into a new heavy core market. Hummel wishes to highlight their collection of innovative fashion-wear – not the traditional functional sportswear – a decision, which undoubtedly is originated from manager Christian Stadil’s new initiatives and strategies.1

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