Formulate and implementation of research question following agreed procedures and to specifications Essay

How can Ferrero attract much customers to its brand therefore increasing its market sh are in Shanghai? Reason to choose this working titleChinas economic development and social openness is growing, and larger imports of goods from abroad. Rising income levels and growing engross for western harvest-feasts have been driving burnt umber confectionery demand in the refinement decades. With double-digit growth year after year, the market offers huge opportunities for development unless also requires foreign companies the implementation of consistent marketing strategies and proper targeting to meet local consumers buying patterns. As for Ferrero, there are already many chocolate brands in China market, such as Dove and MM. So, it is re every(prenominal)y important to ensure the present strategy of Ferrero is appropriate for China market, and the methods of how to attract more customers. In order to appeal to more customers by enhancing Ferreros market sale in China becomes the mai nly concept in my research.Background of Ferrero write up of FerreroIn 1946, Pietro Ferrero invented a cream of hazelnuts and cocoa, derived from Gianduja and to be spread on bread, and called it Pasta Gianduja. Ferrero created the new company to produce and market it. Later on his sons became joint boss executives. Michele Ferrero modified his fathers recipe to produce Nutella, which was first sold in 1964 and has become popular around the world. The company places great emphasis on secrecy, reportedly to guard against industrial espionage. It has never held a press conference and does not allow media visits to its plants. Ferreros products are made with machines designed by an in-house engine room department.ProductsIn addition to Nutella, Ferrero produces many other products, including Ferrero Rocher, Pocket Coffee, Mon Chri, Giotto, Confetteria Raffaello coconut cream candy, Hanuta chocolate hazelnut-filled wafers, the Kinder line of products, as well as the Tic Tac breath min ts. Ferrero also produces the Kinder product series and The company received an innovation award for the frozen products called Gran Soleil in March 2011. The main background and related research contentFerrero is an Italian manufacturer of chocolate and other confectionery products. It was founded by confectioner Pietro Ferrero in 1946 in Alba, Piedmont, Italy. Reputation Institutes 2009 review ranks Ferrero as the most good company in the world. Ferrero is a private company owned by the Ferrero family and has been described as one of the worlds most secretive firms. The Ferrero aggroup worldwide now headed by CEO Giovanni Ferrero includes 38 trading companies, 18 factories and approximately 21,500 employees. Ferrero International SAs headquarters is in Luxembourg. Its German mill is the largest of all and Pasquale Giorgio is its current CEO. High quality, crafted precision, product freshness, careful selection of the finest raw materials, respect and consideration for custom ers these are Ferreros key words and values which have helped stain its confectionery well-known and loved by millions of consumers all over the world. And I willing focus on how to attract consumers through the advantages of products for Ferrero in the competitive market. directThe aim of this essay is to conduct a market research to explore the opportunities that Ferrero can still exploit in the chocolate market in China. Moreover, the accusatory of my tentative research will be listed as follows. Theories and marketing concepts are used to digest the Chinese consuming behavior, which plays a very important character in shaping the market of chocolate. Environment has to offer in relation to the features and the objectives of the company analyzed, the research focuses on the marketing strategy adopted by Ferrero in China. The evolution of its marketing approach is studied into details, in order to highlight what are the key success factors for Ferrero. Ferreros marketing as well asls, data collected fromthe survey and a case study are applied to develop viable marketing strategies that aim to take full advantage of a market that offers large resources still unexplored by the company. Findings reveal that the possibilities for Ferrero to expand in the market of chocolate for self-consumption in China are enormous. According to these, this essay is going to analysis the SWOT and cuss of Ferrero. And find out how Ferrero takes into consideration local consumers needs and wants in the formation of the marketing mix of its products.ScopeFerrero is an international company, and Corporation engages in a diverse range of businesses, so I just research the Ferreros market sale in China chocolate market. I will find out a theoretical review regarding the implementation of a complete and sound market analysis, executed through the application of theoretical models, information and data collected from appropriate and academic research and surveys conducted on the field. Besides, I am going to gather information from outside through questionnaire format to study local customers in two weeks. Not only hand out questionnaires to the public in the open, but also distribute them by e-mail or website. And I will interview some marketing personnel who worked in hypermarkets to perfect the information resources.Theoretical frameworkFor the part of theoretical framework, SWOT and PEST will full-scale propose about advantage and disadvantage of Ferreros market sale in China. a) SWOTS1. Brand advantage beingness the first company to introduce chocolate in the country soon after its reopening to the outside world, Ferrero succeeded in establishing its chocolate as a luxurious and alien product. 2. Marketing benefit do not have joint venture visualiseprises and manufacturers in China. Make the decision more flexible with fewer risks. 3. Source of ascendent in Europe the country of origin is Italy. 4. Technological superiority possesses of more than 60 years experience and advanced craft technology of making chocolate. 5. select advantage regardless of cost, has always been sticking to the best natural raw material, including hazelnut, cocoa, andcoffee beans. W1. Sales disadvantage there is no production factory in China, so it carries many time-consuming in the transport.2. The price is too expensive.3. Without some sort of specific policies compared with Chinas domestic brands of chocolate, Ferrero lack of brass policies to protect its market sale.4. The lack of brand management copies are full of Chinese market.For example, intellectual property rights cases of Montresor (zhangjiagang) food co. Ltd.O1. The chocolate market in China has great development potential Rising income levels and growing interest for western products have been driving chocolate confectionery demand in the last decades, the China chocolate market offers huge opportunities for development. 2. For competitors for example, Leconte did not set up the p remium brand image. And it is a opportunity for Ferrero.TThere are too much competitors in the chocolate high-end market Ferrero has only a limited presence in Chinas marketplace, which is 2.32%.b) PESTPoliticalChinas entry into the WTO, international trade and further strengthening of internal and external communication become more and more. Also it is the main reason that Ferrero can enter the Chinese market. Italy is in the European Union In recent years, China trades more with the EU than any other partner. The products of Ferrero certified by SGS, food safeguard certification, IOS and GMP EconomicThere is an expanding market in China for chocolateCost-consciousIncreasing of average Chinese incomeSocial-culturalChinese customers become more health conscious chocolate shows how peoples physical and cultural lives are changing Have been retained by Ferrero loyaltyTechnologyStrengthen the development of new tastes persisting improvement in terms of chocolate preservationGrowth of internet use to increase demand for online and mobile phone shoppingConclusion (size 14)(Insert closedown text here size 12)Recommendations (size 14)(Insert recommendations here in BULLET POINT FORMAT size 12)List of references Harvard References (size 16)(List references here in Harvard format size 12)(If you are having problems with referencing see your lecturer for guidance)