B2B Marketing Strategy – How to Build Company Presence in the Chinese Market: Case Study Unigraf Oy
Ting-Jen, Jou (2021)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202103223655
https://urn.fi/URN:NBN:fi:amk-202103223655
Tiivistelmä
The objective of this project-based thesis was to produce a guidebook for the case company to understand the Chinese market better and eventually build a company presence in China. The guide offers information that is unique about the Chinese market. The focus is on how the case company can induce business growth and tackle certain structural obstacles through the right marketing strategy. The topic was chosen because the author had been working for the case company before starting to write her thesis. Personal interest and language advantage, as well as the fact that it helps her day-to-day work in the case company made it a natural choice for the author to write the thesis on this topic. The thesis itself comprises two main parts: a theoretical framework and an empirical part. The theoretical framework of the thesis aims to support the need and purpose of the guide. It spearheads the content of this project for the readers to obtain a comprehensive understanding of the topic and the concepts related to it. The empirical part of the thesis presents the process of writing the guidebook and the guidebook itself. This section includes the project plan, the structure of the project, and how the final product turned out to be. The last chapter of the thesis, discussion, includes the author’s conclusions for the whole thesis project and future development possibilities, as well as presents the author’s learning outcome from the writing process.
The guidebook was realized by using Pages (by Apple), later converted to Microsoft Word. The production took place from February 2020 and was finalized in February 2021. The product is a cohesive entity offering standpoints and guidelines to crafting a growth-oriented marketing strategy when dealing with a new market.
The guidebook was realized by using Pages (by Apple), later converted to Microsoft Word. The production took place from February 2020 and was finalized in February 2021. The product is a cohesive entity offering standpoints and guidelines to crafting a growth-oriented marketing strategy when dealing with a new market.