Marketing Strategy in China – The case study of B&Q

B& adenine;Q the largest DIY retailer in Europe, entered the Chinese market place in the year 1999 by opening a course in Shanghai through a joint approximate with base Decorative Building Materials Limited, a Shanghai establish lieu developer (Murphy et al., 2006). Although B& angstrom unit;Q does very well in Europe, Chinese DIY market is quite different from western markets in many another(prenominal) aspects mainly owe to the characteristics of Chinese consumers? behaviour. Do-It-Yourself (DIY) fancy was successfully developed in western countries for several decades owing to its convenience, timesaving, thrift and the interests during the process of do-it-yourself. B&Q was a initiate in launching the Buy-It-Yourself (BIY) concept in the retail stores in mainland China (Gilman, 2003). Even though it was a new concept in the field of decoration in China it became familiar in recent years, especially in Shanghai, which is the most unexampled and swagger city where people are always name to pay new things from the outside solid ground in Mainland China. Company backgroundB&Q was founded in March 1969 in Southampton, England by Richard Block and David Quayle. The store was originally called Block & Quayle, solely this was soon trim down to B&Q. B&Q is the largest DIY retailer in Europe and the third largest in the world. It is a subsidiary of the retail group Kingfisher plc, which is listed on the capital of the United Kingdom Stock Exchange.

Up to nowit has assailable more than 775 chain stores in 13 countries and regions in the world (B&Q history, 20 04). Literature ReviewB&Q?s Internationa! l marketplace Entry in ChinaWith the amplify of Chinese people?s living standard, more and more of them have incremental ability, blueprint and desire to improve their homes, which offered a good environment for foreign-invested DIY irons? (like B&Q, IKEA, etc) return in the Chinese market. B&Q started to globalisation of its air around the... If you want to construct a full essay, recount it on our website: OrderCustomPaper.com

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