International Matrix Agency (IMA) will recommend Café Chocolat to enter the Shanghai market on a short term basis. For the long term perspective, IMA hopes that Café Chocolat can be extended to the Asia pacific region. IMA will recommend the city of Shanghai to the candidate for Café Chocolat to introduce its dynamic set of cakes and teas. Shanghai being the new international hub and booming in its financial economy and technology creates more opportunity for the vast majority of foreign workers in the ever so changing city. Shanghai trends and lifestyles are slowly developing towards the western side of the world, yet still keeping its originality and culture. Shanghai has just announced plans to open a Disney land, Disney Land will attract more tourists to go to Shanghai.
IMA will only use Secondary data to understand and analyse the market environment in Shanghai. Online and political journals will be used to explore the economics and financial environment, social class, and different branding global positioning in Shanghai as well as the culture and legal environment of Shanghai. In the beginning stages, IMA will work with AUSTRADE China, to discuss the possible limitations Café Chocolat might possibly face.
Two forms of data would be used by IMA, Secondary data and Primary data. Secondary data involves Media and Internet. Primary data involves Focus groups and Online surveys. The following type of marketing research is used to understand the market opportunities in Shanghai.
IMA will segment the Asian target market by a geographic and demographic factor. · Method for developing new products and services for the international market: Secondary data would be used to understand the consumer choice of tea, flavour of cakes and European treats. Due to the major culture barriers, Café Chocolat will incorporate the east meets west elements in its café interior design. The Primary data (field research) in Shanghai will be conducted to understand the Chinese beliefs and culture of the geographic region.
IMA will work with the Chinese media to advertise Café Chocolat products through; 1. Word of mouth 2. Public forum 3. Chinese cosmopolitan magazine IMA will arrange logistics out of Australia by “DHL Australia.” All products will be shipped out from Australia (the possible shipping products may include, flour and baking material).
IMA recommends customer based pricing for Café Chocolat. With the image of Café Chocolat being wealthy, price must be set to target its end user and relevant segments.
IMA will issue legal contractors to address the issues of safety and wellbeing of the product. IMA will outsource the logistic part of the process to DHL Australia and Shanghai Cansheen Forwarding Co.
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