Expanding The Ice Cream Shops Into China - 1092 Words

B. As we continue to evaluate our opportunity to expand our Ice Cream Shops into China we will compare our U.S. business practices to those in China. We will specifically take a look at the Marketing Mix and 4 P’s of marketing (Product, Price, Promotion, and Place) to begin addressing our potential marketing strategies; we will need to be prepared to refine our products appeal for the Chinese consumer. 1. Product – We’ve learned that in the West, product sales result from a combination of product display and price reductions. By contrast, in China, product sales depend on how much information is available to consumers. Rao (2006), â€Å"Chinese want product information placed next to a product in a store; they tend to do comparison shopping in at least three stores and like to window shop† (p.181). Understanding that is a need in order to appeal to the Chinese consumer will need to consider how to disclose the nutritional facts to them in a way that it will appeal to them on an intellectual and emotional level, these things will be incorporated into our branding of our stores and products as we expand into China. For example: Chinese do not like very sweet flavors, Baskin and Robbins made an alternative chocolate ice cream that had less sugar and included local favorite flavors such as green tea and red bean. 2. Price – As know when we conduct business with foreign countries, their currency rates differ from that of the U.S. dollar and our pricing strategy needs to take thoseShow MoreRelatedBaskin Robbins Swot Analysis798 Words   |  4 PagesBaskin-Robbins is a global chain of ice cream parlors founded by Burt Baskin and Irvine Robbins in 1953, from the merging of their respective ice cream parlors, in Glendale, California. 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