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国际贸易方面的留学生论文 留学生国际贸易英语论文指导有吗？
Exclusive Summary
This dissertation investigate the P&G use product differentiation strategy in China hair care market, and how they attempt to communicate with customers with such segmentation and product mix, to evaluate the efficiency of current strategy.
This dissertation reviewed the brand differentiation, marketing segment process and marketing communication methods. Critically analysed the market environment and trend of the Chinese hair care http://www.ukassignment.org/lxslw/ market by the Porter's five force model. The analyse of the company's market segmentation and product differentiation strategy was conducted next, along with the analysis of the marketing communication strategy. The finding from questionnaires proved that the marketing segment strategy applied by P&G is significant efficient, however the concerns about the problem brought be the massive micro segments was discussed.
The conclusion of each sub questions and the recommendations are listed in the followed section The final section is the personal reflection to the whole MA International Management
programme.
1.Introduction
As globalisation of international market has intensified over the last few decades the importance of selecting and employing appropriate marketing strategies, which enable the strength of the company to meet market opportunities, have become crucial factor for large companies operating internationally in determining their success or failure in future.
Among those marketing strategy approaches, the marketing segmentation is one of the most important factors to enable the company success in specific targeted markets. Along with the segmented markets, the products and service offered by the company would be differentiated. The successful marketing segmentation and product differentiation methods has become important elements for the company's core competitive advantages, especially in the FMCG product industry.
FMCG products are short for fast moving consumer goods, which are daily need basic products, refer to all kind of personal care products including health care, hair care, skin care, oral care, baby care and fabric care products etc. Those products have one common characteristic, they are the daily needs products, they must be used in daily life, therefore the demand of those types of products is constant in market. Another common characteristic for those products is that, they are all cheap, the profit might be small for each product, however due to the huge demand in the market, they still can generate large amount of profit, as the scale economy. Therefore most companies involved into the FMCG industry are Multi-National Enterprises, in order to achieve the scale economy at beginning. As the demand is instant, and profit are ensured, the competition in this industry is quite keen. The scale economy can only ensure the profit for each product, how to stimulate the customer demands to the specific product is the main problem for each company involved in this industry.
P&G is a U.S manufacturer of consumer commodities, and it is currently the worlds largest commodity companies. In 2008, P&G is the sixth-largest company by market value. They have staff more than 110,000, and P&G build factories and offices in more than 80 countries around the world. P&G operated by more than 300 brands of products sold more than 160 countries and regions, it including home care, hair and beauty, baby and family care, food and drinks. Many entrepreneurs believe that P&G’s success comes from the success of its marketing strategy,such as product differentiation strategy.(Baike,2011)
This dissertation is going to review the P&G market http://www.ukassignment.org/lxslw/ segmentation and product differentiation strategy in China hair care market. This research is aimed to offer the good marketing segmentation and product differentiation experience of current successful company to the local developing FMCG companies. In the last two decades, most local FMCG companies are either acquired by foreign companies or just bankrupted, the success of P&G is a good example to the current survived local companies on how to marketing its products.
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