Maslow’s hierarchy of needs is a triangle comprising of five levels of needs. Physiological needs (such as baby food) are at the bottom but the largest level (Hollensen, 1). To progress to fulfill higher needs, food must be provided. Food is an integral part of psychological processes and must be provided for the body to work at optimum levels. Lack of food will result in malnutrition, which is apparent to the naked eye (Sheth and Rajendra, 99).
Chinese business systems are unique and sophisticated as attested to by their highly developed systems and practices (Hollensen, 3). A wide range of sales techniques is applicable in China based on studies of the attitudes of the Chinese people towards sales and marketing. The following strategies are arranged in order from the most effective to the least efficient; conferencing and exhibitions, email, websites, workplace, phone, post office and networking (Hollensen, 3).
Chinese people prefer foreign baby food as opposed to China made baby food as a result of the 2008 Sanlu baby food scandal. Since the Sanlu incident, the authorities have strengthened the rules and regulations that control the sale of baby food in the country. The rules and regulations in place govern the quality of baby food as well as unfair competition practices. Overseas producers are supposed to be formally registered as providers of baby food in the country and should not repackage their product in China (Hollensen, 5). However, all their containers should have instructions in Mandarin (Sheth and Rajendra, 101)
The product’s characteristics such as its nutritional value and its affordable cost, as well as the safety of the product, are the features that the company intends to use in the process of positioning (Hollensen, 6). Abstract qualities of the company such as its innovativeness and style are abstract elements that will be used for positioning as well (Sheth and Rajendra, 111).
Part B
Language and dialect
Language encompasses the use of symbols as well as gestures and facial expressions among other features. Words are also not interpreted in the same way by all cultures across the globe (Hollensen, 7)
Religion
Religion is a source of instruction concerning the goods and services consumed as well as those that are avoided. It, therefore, dictates the type of goods that should be sold in a particular region as well as how these products should be packaged and sometimes, produced (Hollensen, 7).
Wealth
Different areas have varying amounts of money which determine the goods and services that can be supplied to specific regions
Climate and weather
The nature of the climate and weather in a specific place determines people’s habits regarding eating, dressing and housing among others (Sheth and Rajendra, 109)
Some governments provide a conducive environment for trading in a variety of goods and services whereas other directly and indirectly determines what can be sold in their jurisdictions (Sheth and Rajendra, 113).
Identify a market
Choose a location
Understand and adhere to national and local government rules and regulations
Conduct a study of the China market (Hollensen, 8)
Guanxi in China refers to a system of interpersonal networks in various levels which is hierarchical and which emphasizes on mutual obligations, reciprocity, and trust. Members of a Guanxi are in a favorable position to obtain information regarding opportunities, government regulations, and properties (Sheth and Rajendra, 50).
Market segmentation is the practice of dividing a target market into blocks that may be regional or functional. Examples of market segmentation include geographic segmentation into regions such as countries and neighborhoods. Demographic segmentation is the division of the market in accordance to the different populations therein whereas behavioral segmentation focuses on the differences in the habits of target consumers (Hollensen, 9).
The core product that is being offered to the Chinese market is baby food, but the tangible product is specifically designed to attract Chinese customers. The specific aspects of the tangible product that are altered to attract the Chinese include the provision of a high-quality product, a distinctly Asian style and a brand name that reflects the values of the target market (Hollensen, 9).
Positioning refers to the efforts of a company at swaying the opinion of their products in relation to the products that are offered by their competitors.
Vegemite Australia
Australians refer to all spreads applied on bread as Vegemite in spite of the fact that Vegemite is a brand name.
Toyota cars
The leading car sales in Australia are from Toyota (Toyota Hilux, Toyota Corolla, Toyota Camry and Toyota Yaris). The company commands the number one position with regards to passenger cars, commercial vehicles, and overall sales.
Holden cars
Holden is the manufacturer of Australia’s famous muscle car, the Holden Monaro.
Dove
Dove positions itself as a promoter of natural beauty in Australia
Maslow’s triangle is a pyramid with a broad base at the bottom tapering to an apex at the top. Maslow’s triangle represents a hierarchy of needs and their importance to human beings (Sheth and Rajendra, 144). People must achieve the lower and most basic needs before venturing to another level of needs. The five levels of needs in Maslow’s triangle from the bottom to the top are; physiological needs, safety, love and belonging, esteem and self-actualization (Hollensen, 1).
A hypermarket is a larger store than a supermarket. A hypermarket stores fast moving consumer goods while a supermarket stores fast moving consumer goods in addition to goods that don’t move as fast (Hollensen, 16). A supermarket has a wider variety of goods min comparison to a hypermarket. The layout of a hypermarket is like that of a warehouse and they are reported to have an impersonal ambiance; supermarkets’ décor is designed attractively and sometimes there are assistants at hand to help the shoppers.
Works Cited
Hollensen, Svend. Marketing Management: A relationship approach. Pearson Education, England, 2015.
Sheth, Jagdish N., and Rajendra S. Sisodia. Does marketing need reform? Fresh perspectives on the future. Routledge, 2015.
