Company X launch to the Chinese market

Abstract

The purpose of this thesis was to conduct a brand study for Company X, which pro-duces small and medium childcare products. The final objective was to have a better knowledge of the Chinese market to adapt as well as possible the Company X brand strategy comparing with competitors are doing in terms of brand strategy and entry mode solution. The introduction shows the purpose and the objectives of the thesis and the concep-tual framework including all the theoretical concepts developed. The theory is en-capsulating the macro-environment allowing to define what a market is and the entry mode to explain what the differences, advantages and disadvantages are. Thanks to Thomas Gad’s 4D model, branding is defined regarding different aspects: brand as a concept meaning how the brand is seen by customers, and also the 4D brand model giving elements to create the killer brand. The empirical part is analysing the Chinese market and especially the macro envi-ronment meaning demography, geography, political and legal, economical and cul-tural environment but also the demand and the competition. It is also including the Company X brand analysis to have a better understanding of what the current strat-egy is and to give the best recommendations. Theory is applied in this part in order to have a large view of what Company X should do to be successful in the Chinese market.