Karex
1.0 BACKGROUND
Karex Industries Sdn. Bhd. was established in Malaysia of the year 1988 to manufacture high quality natural rubber latex condoms and other latex dipped products. The company produce a full range of condom variants to meet the ever changing consumer demands and they are managing over 15% of the world's condom market (Karex, n.d). Moreover, they have also expanded their customer base to accommodate individual retailers, government bodies and healthcare organizations to support the fight against HIV, AIDS and other STDs, as well as encouraging good sexual health and awareness (Karex, n.d).
2.0 TARGET COUNTRY
According to Maslow Hierarchy physiological needs, it is suggested that the first and most basic needs of human beings are physiological requirements for food, water, sex and shelter. People must have food to eat, water to drink, shelter and sex before they think about anything else (Belmont 2009). Meanwhile, China is one of the most population countries in the world with 1,350 million residents (Population Reference Bureau 2012). Thus, it is clearly shown that there is great market opportunities exist in China. Moreover, another reason we choose to penetrate is due to China’s government has enforced a law that to limit only 1 child per family and the rising sexual transmitted disease in China (Wang 1996; and Levin 2013).
2.1 Target Segment
The main target segment in china would be both male and female aged 18 years old and above. However, we will target mainly on married couple due to the restriction of 1 child per family by China government. The lifestyle preference of men and women who are in a relationship where men would prefer to have sex compared with women would rather go out with friends (Durex 2001, p.16). It is considerable to target more on men rather than women due to men are more sexually active than women, however, the buying decisions may also lie on the women for the product’s preference.
As for social media target
Karex Industries Sdn. Bhd. was established in Malaysia of the year 1988 to manufacture high quality natural rubber latex condoms and other latex dipped products. The company produce a full range of condom variants to meet the ever changing consumer demands and they are managing over 15% of the world's condom market (Karex, n.d). Moreover, they have also expanded their customer base to accommodate individual retailers, government bodies and healthcare organizations to support the fight against HIV, AIDS and other STDs, as well as encouraging good sexual health and awareness (Karex, n.d).
2.0 TARGET COUNTRY
According to Maslow Hierarchy physiological needs, it is suggested that the first and most basic needs of human beings are physiological requirements for food, water, sex and shelter. People must have food to eat, water to drink, shelter and sex before they think about anything else (Belmont 2009). Meanwhile, China is one of the most population countries in the world with 1,350 million residents (Population Reference Bureau 2012). Thus, it is clearly shown that there is great market opportunities exist in China. Moreover, another reason we choose to penetrate is due to China’s government has enforced a law that to limit only 1 child per family and the rising sexual transmitted disease in China (Wang 1996; and Levin 2013).
2.1 Target Segment
The main target segment in china would be both male and female aged 18 years old and above. However, we will target mainly on married couple due to the restriction of 1 child per family by China government. The lifestyle preference of men and women who are in a relationship where men would prefer to have sex compared with women would rather go out with friends (Durex 2001, p.16). It is considerable to target more on men rather than women due to men are more sexually active than women, however, the buying decisions may also lie on the women for the product’s preference.
As for social media target