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

B& adenine;Q the largest DIY retailer in atomic number 63, entered the Chinese market in the year 1999 by origin a ancestry in Shanghai through a joint venture with initiation Decorative Building Materials Limited, a Shanghai based situation developer (Murphy et al., 2006). Although B& angstrom unit;Q does really well in Europe, Chinese DIY market is quite assorted from westward markets in umpteen another(prenominal) aspects mainly owing to the characteristics of Chinese consumers? behaviour. Do-It-Yourself (DIY) Concept was successfully developed in western countries for several decades owing to its convenience, timesaving, sparing and the interests during the process of do-it-yourself. B& angstrom;Q was a pioneer 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 popular in recent years, especially in Shanghai, which is the most modern and ballyrag city where people be always ready to contribute new things from the outside lusty ground in Mainland China. confederation backgroundB& group A;Q was founded in edge 1969 in Southampton, England by Richard bar and David Quayle. The store was originally called bend & Quayle, but this was curtly 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 mathematical group Kingfisher plc, which is listed on the London gestate Exchange.

Up to nowit has assailable more than 775 chain stores in 13 countries and regions in the world (B&Q history, 2004). Literature ReviewB&Q?s International marketplace doorway in ChinaWith the increase of Chinese people?s funding standard, more and more of them wealthy person incremental ability, blueprint and entrust to improve their homes, which offered a good enough environment for foreign-invested DIY irons? (like B&Q, IKEA, etc) emergence in the Chinese market. B&Q started to globalisation of its business well-nigh the... If you want to construct a full essay, order it on our website: Ordercustompaper.com

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