Subject category:
Marketing
Published by:
China Europe International Business School
Length: 12 minutes
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.
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.