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Jysk On The Chinese Marked Essay

4870 words - 20 pages

Marketing
 Audit
 Essay
 

BA
 IMK
 XC
 

04/01/14
 

Marketing
 Audit
 Essay
 2013-­‐13-­‐12
 

 
 


 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

Gruppe
 3
 

 

1
 

Marketing
 Audit
 Essay
 

BA
 IMK
 XC
 

04/01/14
 

1.1
 Introduction
 
 
1.1
 Motivation
 
In
 2009
 JYSK
 entered
 the
 Chinese
 market
 with
 an
 objective
 to
 open
 500
 stores
 within
 5
 years.
 However
  4
 years
 later
 the
 barriers
 have
 proven
 to
 be
 too
 strong
...view middle of the document...

3
 Limitations
 
This
 essay
 will
 focus
 both
 on
 the
 Chinese
 soft
 furnishing
 market1
 and
 the
 home
 furnishing
 market
 on
 a
  B2C
 level,
 due
 to
 lack
 of
 sources
 solely
 focusing
 on
 the
 soft
 furnishing
 market.
 
 

1.4
 Methodology/Models
 
Question
 2.1
 consists
 of
 external
 factors,
 which
 will
 be
 analysed
 through
 PESTEL,
 a
 competitor
  framework
 and
 Porters
 5
 forces.
 
  The
  consumer
  behaviour
  in
  question
  3.1
  will
  be
  analysed
  with
  Kotler’s
  7
  O’s
  framework,
  the
  SOR
  model
 and
 with
 elements
 from
 in-­‐depth
 interviews.
 Furthermore,
 to
 answer
 question
 4.1
 a
 value
 chain
  analysis
 combined
 with
 the
 VRIN
 model
 and
 an
 SMS-­‐model
 will
 be
 completed.
 A
 SWOT
 model
 will
 be
  used
 to
 evaluate
 the
 essay.
 
 

1.5
 Data
 collection
 and
 critique
 
Primary
 data:
 Two
 in-­‐depth
 interviews
 conducted
 with
 Chinese
 consumers
 via
 Skype.
 
  Secondary
 data:
 Euromonitor,
 McKinsey
 reports,
 Marketline,
 JYSK.com
 and
 various
 news
 websites.
  The
 reliability
 of
 our
 secondary
 data
 sources
 is
 handled
 critically
 due
 to
 subjective
 opinions
 in
 the
 news
  articles.
 
 
 
 
 


 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
  1
 Textiles
 and
 soft
 furnishings
 include
 the
 sale
 of
 bathroom
 textiles,
 beddings,
 cushions,
 futons,
 hammocks,
 mattresses,
 table
 linen
 and
  other
 textile
 and
 soft
 furnishings
 like
 clothing
 and
 furniture
 coverings,
 door
 mats,
 laundry
 bags,
 parasols,
 shoe
 bags
 and
  shopping
 bags.
 (Homewares
 in
 China
 -­‐
 Market
 Overview.pdf,
 EMIS
 database)
 
  2
 

Marketing
 Audit
 Essay
 

BA
 IMK
 XC
 

04/01/14
 

2.1.1.
 PESTEL
 analysis
 of
 the
 Chinese
 Business
 to
 Consumer
 market.
 
In
 China
 foreign
 successful
 companies
 are
 thoroughly
 monitored
 by
 the
 government,
 while
 the
  competitive
 environment
 is
 highly
 corrupted
 ((the
 atlantic,
 2013))
 and
 the
 key
 to
 success
 is
...

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