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Cases in Marketing
(in simplified Chinese)
This
book assembles a set of cases that tackles
issues which are relevant to the challenges
facing both domestic and international players.
For the domestic Chinese producer, the challenge
of international competition, and the even
greater challenge of going global appear
daunting. For the international player in China,
the marketing challenges of building a
sustainable brand and differentiation in a
market fraught with intense competition, complex
distribution, tremendous price pressures, and
product imitation are immense.
The cases
assembled here are written from the perspective
of both companies in China and companies
elsewhere in the Asian region that have faced
similar challenges. For example, the Infosys
case takes on the issues faced by an Indian
software giant attempting to develop a global
presence in its highly competitive industry. The
Midea case looks at a similar challenge
from the perspective of an air-conditioner
manufacturer in China. The Splash
Corporation case looks at the challenges faced
by a small but innovative company from the
Philippines attempting to find export markets.
In all three instances, the cases examine how
the companies grapple with the global
environment and global supply chains, to find
and occupy a space in those networks. In
contrast, the Cola Wars in China case and
the Shanghai Jahwa case examine the
issues faced by domestic companies in the face
of international competition. As global
competitors have spurred the development of many
consumer categories, domestic companies have
tried to play catch-up. Much of what these
domestic companies have learned, and have still
to learn, is in the area of marketing, and
specifically brand building.
These and the many
other excellent cases in this book place the
reader in the position of the decision-makers
steering companies, departments, and products
through the rapidly evolving landscape of the
market in China. The range of challenges faced
by these companies provides a rigorous training
ground for the managers of tomorrow.
1. AIG and China's
Accession to the WTO
2. Product Portfolio Planning at Estonia's Saku
Brewery
3. Morgan's Rock Hacienda & Ecolodge
4. Shanghai COS Software Ltd.
5. South African Breweries International:
Devising a China Market Strategy
6. Santa Fe Relocation Services: Regional Brand
Management
7. Cola Wars in China: The Future Is Here
8. Shanghai Jahwa: Liushen Shower Cream (A)
9. Shanghai Jahwa: Liushen Shower Cream (B)
10. Splash Corporation (A): Competing With the
Big Brands
11. Splash Corporation (B): International
Expansion
12. Carvel Ice Cream ? Developing the Beijing
Market
13. Gino SA: Distribution Channel Management
14. Infosys: The Challenge of Global Branding
15. Resina: Managing Operations in China
16. Midea: Globalization Challenge for A Leading
Chinese Home Appliance Manufacturer
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