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

B& adenine;Q the largest DIY retailer in Europe, entered the Chinese grocery in the year 1999 by opening a blood in Shanghai through a joint think with base Decorative Building Materials Limited, a Shanghai base lieu developer (Murphy et al., 2006). Although B& vitamin A;Q does very well in Europe, Chinese DIY market is quite different from western markets in many another(prenominal) aspects mainly owe to the characteristics of Chinese consumers? behaviour. Do-It-Yourself (DIY) idea was successfully developed in western countries for several decades owing to its convenience, timesaving, thrift and the interests during the process of do-it-yourself. B&Q was a groundbreaker in launching the Buy-It-Yourself (BIY) judgment 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 normal in recent years, especially in Shanghai, which is the most moderne and swagger city where people are always p ee-pee to pay new things from the outside solid ground in Mainland China. Company backgroundB&Q was founded in March 1969 in Southampton, England by Richard Block and David Quayle. The store was originally called Block & Quayle, only when this was soon 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 group Kingfisher plc, which is listed on the capital of the United Kingdom Stock Exchange.

Up to nowit has assailable more than than 775 chain stores in 13 countries and regions in the world (B&Q history, 2004). Lite rature ReviewB&Q?s International market! place Entry in ChinaWith the plus of Chinese people?s living standard, more and more of them have incremental ability, blueprint and desire to improve their homes, which offered a good environment for foreign-invested DIY irons? (like B&Q, IKEA, etc) outcome in the Chinese market. B&Q started to globalisation of its rail line around the... If you want to construct a full essay, monastic order it on our website: OrderCustomPaper.com

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