Marketing Report—UK-China `Mobility Scooter` The Chinese aged people and disabled people’s good news
Lecturer: Bob Gould
Introduction and Background
Nowadays, Chinese society gradually entered into a graying society with the remarkable improvement of people’s living standard and the rapid development of science and technology. So I have selected to work with a British company to export product to China for aged people or disabled people-----Mobility Scooter from Cheapest Scooters.co.uk (the sister company of Mobility Products Ltd).
Mobility Products: About us
The mobility scooter is very convenient transport for old people and disabled people. An electric mobility scooter can be your ticket to personal freedom, helping you live a more independent life. They can go anywhere they want to go, such as go supermarket, go to shopping or even far away by bus. A mobility scooter has three, four or five wheels; a very spacious comfortable seat; a flat area or foot plates for the feet; a steering wheel or a handlebar, a headlight and a storage box in front of the mobility scooter. Mobility scooters are usually battery powered (Department for Transport, 2007). The Mobility Products Ltd is one of the UK’s leading suppliers of mobility scooters. Mobility products have advantage than other mobility scooter company. (About Mobility Products Ltd, nd). Mobility Products Ltd is an importer of quality, affordable, F.D.A. (Food and Drug Administration) approved mobility aids. (Mobility Products: About us, nd). Their aim is to provide high quality mobility scooters to their customers at the best possible price. (Mobility Products: About us, nd). In the UK and the United States the Mobility Products Ltd is very successful, so they need market expanding other region such as Asia, China. A very famous economist Palmer (2004) pointed out that the life cycle is divided into introduction, growth, maturity, saturation and decline five different stages. The mobility scooter is production for several years and the market already is saturated, so it is necessary develop the overseas market. Certainly, they also have the actual strength. This report will identify the target market of the mobility scooter in China and segment the market to promote to different target audiences and though analyse it then give different marketing strategies.
The target market chosen is China. You can see mobility scooters anywhere in the UK. However, hardly see walking in the streets of persons with disabilities in China. According to National Bureau of Statistics of China, in December, the consumer price index (CPI) went up by 4.1 percent year-on-year. The prices grew by 4.1 percent both in cities and in rural areas. The food prices went up by 9.1 percent whiles the non-food prices increased by 1.9 percent. The prices of consumer goods went up by 4.9 percent and the prices of services grew by 2.0 percent. (See below table) In December, the month-on-month change of consumer prices was up by 0.3 percent. Of which, prices in cities and rural went up by 0.3 percent simultaneously. The food prices grew by 1.2 percent whiles the non-food prices decreased by 0.1 percent. The prices of consumer goods rose by 0.5 percent, and the prices of services went down by 0.2 percent. The CPI in 2011 was gone up by 5.4 percent over the previous year (National Bureau of Statistics of China (a), 2012).
Consumer Prices in December and the Whole Year of 2011
(National Bureau of Statistics of China (a), 2012) China’s GDP significantly increased per year (grew by 9.4 percent year-on-year) (China Daily, 2011); people have a lot of purchasing power to buy what they need. According to a survey of people above the age of 60 population accounts for 13.26%, more than the population census 2000 rose 2.93%, among them 65 years old and above population accounts for...