whole foods market china entry
DESCRIPTION
A presentation I made for a group project in Marketing in China course in City University of Hong Kong.TRANSCRIPT
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Wednesday, December 21, 11
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BACKGROUND
AGENDA
SITUATIONAL ANALYSIS
RECOMMENDATIONS
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YESNutritionFreshness
AppearanceTaste
NOArtificial Preservatives
ColoursFlavours
Sweeteners
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VALUES
Selling the Highest Quality Natural and Organic Products Available
Satisfying and Delighting Our Customers
Supporting Team Member Happiness and Excellence
Creating Wealth Through Profits & Growth
Caring about our Communities & Our Environment
Creating ongoing win-win partnerships with our suppliers
Promoting the health of our stakeholders through healthy eating education
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SITUATIONAL ANALYSIS
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POLITICAL
ECONOMICSOCIALTECHNOLOGICAL
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SOCIALTECHNOLOGICAL
ECONOMIC
POLITICAL
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TECHNOLOGICAL
SOCIAL
POLITICALECONOMIC
key is trust
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TECHNOLOGICAL
POLITICALECONOMICSOCIAL
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CONSUMER ANALYSIS
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18%THE OVERALL SPENDING ON FOOD FROM 2004 TO 2009 HAS INCREASED BY ALMOST
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AVERAGE ANNUAL GROWTH RATE OF CONSUMPTION
BETWEEN 2006 AND 201030%
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FOOD SAFETYCONCERNS
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ORGANIC FOOD CONSUMER PROFILE
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# OF OUTLETS SELLING ORGANIC FOOD IN CHINA ALMOST DOUBLED
FROM 2008 (264) TO 2010 (500)
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-Not certified as organic by official standards-Customer base consists of foreigners only-Young company
-Substantial market share-Strong foundation
-Organic-certified-Wide targeting-Organic food takes 60% of sales-Young company
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NEW ENTRY (LOW)Certificate needed
Strong brand/reputation neededHigh costs and capital requirements
SUPPLIERS (HIGH)Limited number of suppliers
Product quality high
BUYERS (LOW)Look for value for the money
Buyer’s volume is low
SUBSTITUTES (HIGH)Buyer switching costs is low
Relative price performance of substitute is high
Number of substitutes available is high
RIVALRY (MEDIUM)Powerful competitive strategyNumber of competitors is lowNo big product innovations
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PLACE
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PRICE
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哈夫
PROMOTION
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PROMOTION
PROMOTING HEALTHY LIFESTYLE
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CELEBRITY ENDORSEMENT
Zhou Xun
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CELEBRITY ENDORSEMENT
Huang Xiao Ming
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CSRFOUNDATIONS
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PROCESS
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THANK YOUQ/A
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