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Reaching the Chinese consumer successfully

A digital communication plan for Kägi

Rechten: Alle rechten voorbehouden

Reaching the Chinese consumer successfully

A digital communication plan for Kägi

Rechten: Alle rechten voorbehouden

Samenvatting

This thesis will help the traditional Swiss chocolate manufacturer Kägi in establishing itself in China. Starting point to this research is the fact, that the Swiss chocolate market has become extremely crowded with brands trying to sell their products, using the exclusive “Swiss quality” label, while consumer buying power is limited. With the saturated home market Switzerland, expansion is encouraged. This should be done while staying true to Kägi’s strategy of producing high quality products which make the people happy.
From the research it has become clear, that China offers rapid growth opportunities, which seem to further persist. Most of the Chinese market is occupied by foreign chocolate brands. Chocolate goods are a relatively new product to the Chinese market. It is often still considered to be exotic or a luxury. Not surprisingly, domestic companies are not yet able to compete with the foreign brands entering the market. There is a steady trend amongst the consumers for premium products.
Therefore, the goal of the research report is to give well-founded recommendations in the form of a digital communication plan on how to create online brand awareness among Chinese chocolate consumers, by exploring and analyzing the online communication experts and the potential customers, with regards to consumer behavior, online marketing and branding. This is necessary, as thus far, Kägi has no experience on the Chinese market.

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OrganisatieHanzehogeschool Groningen
OpleidingInternational Communication
AfdelingInstituut voor Communicatie, Media & IT [vanaf 20 oktober 2017 - ...]
Jaar2017
TypeBachelor
TaalEngels

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