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Supporting video
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Reference no. 597-014-3
Subject category: Marketing
Authors: Bernd Schmitt
Published by: China Europe International Business School
Published in: 1997
Length: 12 minutes
Topics: Global strategy; Developments in China, Shanghai; The cosmetics market; Distribution; Research Chinese; Consumers; Mary Kay consumer research
Notes: File size 1.06GB. Click for more information.
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Abstract

This supporting video is to accompany the case. The case focuses on the strategic and tactical aspects of designing a market entry strategy for a cosmetics company into the Shanghai market. Specific issues concerned are positioning the company in China, selecting target consumers, product and pricing decisions as well as distribution issues (direct sales versus department stores). The case provides aggregate market data as well as survey and focus-group data.
Location:
Shanghai, China
Industry:
Cosmetics
Other setting(s):
1 year
Case
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Reference no. 597-014-1
Subject category: Marketing
Authors: Bernd Schmitt
Published by: China Europe International Business School
Published in: 1997
Length: 17 pages
Data source: Field research
Topics: Global strategy; Developments in China, Shanghai; The cosmetics market; Distribution; Research Chinese; Consumers; Mary Kay consumer research
View full details

About

Abstract

This supporting video is to accompany the case. The case focuses on the strategic and tactical aspects of designing a market entry strategy for a cosmetics company into the Shanghai market. Specific issues concerned are positioning the company in China, selecting target consumers, product and pricing decisions as well as distribution issues (direct sales versus department stores). The case provides aggregate market data as well as survey and focus-group data.

Settings

Location:
Shanghai, China
Industry:
Cosmetics
Other setting(s):
1 year

Related

Case
-
Reference no. 597-014-1
Subject category: Marketing
Authors: Bernd Schmitt
Published by: China Europe International Business School
Published in: 1997
Length: 17 pages
Data source: Field research
Topics: Global strategy; Developments in China, Shanghai; The cosmetics market; Distribution; Research Chinese; Consumers; Mary Kay consumer research
View full details