HOW TO SUCCEED IN SHANGHAI, CHINA : Case company: Marimekko Oy
Wu, Meng (2013)
Julkaisun pysyvä osoite on
Fashion industry has been developing so fast in recent years so that many fashion brands opened stores in China, especially in Shanghai which gathers a large number of fashion brands including domestic and international brands. Marimekko chose Shanghai as the first station for advancing in China. The purpose of this thesis is to analyze how to promote Marimekko and achieves its objective in Chinese market under facing the keen competition, especially in Shanghai segment. The main problem is to find out the most cost-efficient promotion methods to satisfy and affect consumers in order to penetrate Chinese market and earn more market shares. In order to reach this goal, the author presents an overview of consumer behavior, analyzes the communication environment, describes the four types of promotion strategy, and portrays how to manage promotion strategy. The author uses quantitative method to collect data via a questionnaire delivered to respondents by Internet. Then Excel is used to illustrate and analyze the data collected. Empirical findings show that the most popular promotion tools are advertising and sales promotion and the awareness of Marimekko in Shanghai is a little low. Based on the results, the author also gives some suggestions and an outlook for Marimekko.