Professional Documents
Culture Documents
Reference List……………………………………………………………………..
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2.2 Scope
This report will give a clearer picture of the target country, China,
which can help Secret Recipe, a restaurant franchise, determine how
best to enter the Chinese market and whether or not the venture will
be successful.
2.3 Methodology
Resources such as marketing–related books, economic books,
online academic journals and the internet were used to complete this
report.
2.4 Limitations
In this report, only a few prime issues that may determine the
success of the company will be discussed. However, in reality, there
are many more issues that may affect the success of entering the
market.
Figure 1.1
3.3.1 Language
Language is the key to a country’s culture and is described as
the mirror of culture (Hollensen 2004). It plays a central role in
marketing communications in an international context as
communication styles and world views are deeply influenced by
language structure (Usunier and Lee 2005). China has many diverse
ethnic groups which communicate in their own respective dialect.
However, the majority of Chinese can still understand and speak their
national language, Mandarin. Language is deemed important as a
marketing communication tool in advertising, personal selling, public
relations, and business negotiations. It also helps to build brand image
and convey marketing information to local consumers (Usunier & Lee
2005). Secret Recipe will incorporate the national language into the
advertising and promotion efforts, as well as communicating with its
customers, suppliers, partners, and the Government (Melewar et al.
2004).
3.3.5 Subculture
Subculture is a set of people with distinct sets of behaviours
and beliefs that differentiate them from a larger culture of which they
are a part. It may be distinctive because of the age, race, ethnicity,
class, gender, and the qualities that determine a subculture as distinct
Figure 3.1
Source: Growth Rates: Real GDP, Population, Real GDP Per Capita – China (China Country Review, 2006)
Real GDP growth rate is the economy’s growth rate after taking
into consideration of the inflation effect. According to Figure 3.1, the
real GDP of China was a minimum of 8% at year 2000 and the highest
real GDP growth rate of 9.3% was achieved at year 2004, an indication
that China’s society is becoming wealthier than ever before (China
Country Review, 2006). Therefore, Secret Recipe can invest in cities
such Beijing and Shanghai as they are autonomous municipalities with
the highest growth rate.
Source: China Macroeconomic Activity Real GDP per Capita (China Country Review, 2006)
As shown in Figure 3.2, the real GDP of China has increased with
the average rate of 8.5% from the year 2000 to the year 2004. The fast
growth in real GDP resulted in a higher disposable income which
provides for a higher spending power amongst the people. If foreign
investors continue to invest in China, it is highly predictable that the
economy will continue to enjoy future growth. This is a good reason for
Secret Recipe to create product extensions in order to benefit from the
upward spending trend in China.
3.5.2 Geographical
Geographic segmentation refers to the division of the market
into different geographical units such as provinces or major cities
(Kotler et al. 2004). Since the bulk of consumers targeted are from the
middle and upper income categories, Secret Recipe outlets will be
established in large cities, mainly Shanghai and Beijing. This is solely
because the average income level in the major cities is higher
compared to those in the smaller cities. The location of the Secret
Games are held in Beijing, followed by the 2010 World Expo being held
robust economic boom, Secret Recipe will not stand to lose from
attractive the market may seem, it must be noted that the Chinese are
very culturally sensitive. Secret Recipe must take into accounts of all
with business. Any success at all for Secret Recipe in China will very
BBC UK, (2005) “China inflation rate stays high”. [Online]. Available
from:
http://news.bbc.co.uk/1/hi/business/3650688.stm [Accessed on: April 3,
2006]
Boone, L.E., Kurtz, D.L. (1998). Contemporary Marketing (9th edn), The
Dryden Press, Harcourt, Brace College Publishers, Orlando
Centres for Disease Control and Prevention (CDC) 2006, Key Facts
About Avian Influenza (Bird Flu) and Avian Influenza A (H5N1) Virus.
[Online]. Available from: http://www.cdc.gov/flu/avian/gen-
info/facts.htm [Accessed on: March 29, 2006]
Kotler, P., Brown, L., Adam, S. & Armstrong, G., (2004), Marketing, 6th
edition, Pearson Prentice Hall, Frenchs Forest, New South Wales