International Market Entry

In: Business and Management

Submitted By milliewall
Words 3549
Pages 15
International Marketing

Marketing Wine in the Chinese Market

Executive Summary
China’s demand for Western wine has rapidly increased. This has created a market opportunity for high end, quality wine companies from Australia to export their products to China. The product that will be focused on is Glandore Wine from the Hunter Valley. The report will focus on exporting this product into the Chinese market.
There should be a strong focus on building brand reputation and maintaining long-term business relationships. There are multiple entry types into foreign markets yet Chinese regulations limit the mode of entry. The recommended mode of entry for Glandore wines is a Joint Venture. The decision between product standardisation and customisation is an important aspect of strategic decision-making. It is recommended that Glandore does not customise their core product of wine, however it is recommended that other product attributes are customised to appeal to the Chinese market. When promoting Glandore wine in the Chinese market there should be use of advertising, public relations, sales promotion and personal selling.

Table of Contents

Executive Summary ……………………………..…. 2 1. Introduction ………………………………………………... 4

2.
2.1 Market Entry………………………………………………4
2.2 Recommendations ………………………………………5

3.
3.1 Product Standardisation and Customisation ……..…..7
3.2 Recommendations…………………………………….….7

4. Promotion in China
4.1 Push Strategies……………………………………….…. 8
4.2 Pull Strategies………………………………………….… 9

5. Conclusion…………………………………………………….10

6. Reference List…………………………………………………11

1. Introduction
Middle-class affluence in China is beginning to fuel changes in consumption, which creates market opportunities for higher end products. Exporting wine to China that is of higher quality is rapidly increasing. Some wine companies…...

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