B and Q Marketing Strategies in China

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  • Topic: Marketing, Home improvement, Marketing strategy
  • Pages : 89 (23208 words )
  • Download(s) : 264
  • Published : April 25, 2008
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Marketing Dissertation B&Q’s Marketing Strategies

An adaptation of B&Q’s marketing strategies in the Chinese home improvement market?

This dissertation is submitted in part fulfilment of the MA in Marketing.

CCOONTTEENTTSS
Statement of Originality ..................................................................................................i Acknowledgements..........................................................................................................ii Contents ..........................................................................................................................iii List of Figures .................................................................................................................vi List of Tables..................................................................................................................vii List of Appendices ........................................................................................................viii Glossary..........................................................................................................................ix Abstract ............................................................................................................................x Chapter 1 - Introduction.................................................................................................1 1.1 Origin of DIY industry.........................................................................................1 1.2 Company background ..........................................................................................1 1.3 Research question.................................................................................................2 1.3.1 Question formation.....................................................................................2 1.3.2 Question statement and hypothesis ............................................................3 1.3.3 Demarcation ...............................................................................................3 1.3.4 Reasons for choosing this research question..............................................4 1.4 Aims and objectives .............................................................................................5 Chapter 2 - Literature Review.......................................................................................6 2.1 DIY / home improvement market ........................................................................6 2.1.1 Definitions..................................................................................................6 2.1.2 Factors affecting the DIY market ...............................................................7 2.2 Marketing strategies ...........................................................................................10 2.3 Consumer behaviour ..........................................................................................12 2.4 The relationship between marketing strategy and consumer behaviour ............14 2.5 Chinese consumers’ behaviour ..........................................................................16 2.5.1 Chinese consumers are utilitarian-oriented..............................................16 2.5.2 Quality is the most important criterion ....................................................17 2.5.3 High frequency of patronage & low amount of spending........................17 Marketing Dissertation 2006 B&Q’s Marketing Strategies

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2.5.4 Travel further to reach the shopping destination .....................................17 2.6 Chinese home improvement market...................................................................18 2.6.1 Characteristics of the Chinese DIY market..............................................18 2.6.2 Advantages of foreign-invested DIY chains in the Chinese market ........19 2.6.3 Challenges of foreign-invested DIY chains in the Chinese market .........21 2.7 Marketing...
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