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A supermarket chain store is planning to open a number of new stores to appeal to...

  1. A supermarket chain store is planning to open a number of new stores to appeal to Chinese customers in southern California, USA. Give 4 examples that indicate how the four Ps (Price, Promotion, Product, Place) might be adjusted to appeal to the Chinese subculture.
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The Chinese market is different when compared to the other markets. In this market the customers will have relatively lower income as they mostly possess the blue collar jobs. Hence while fixing or planning the marketing mix for this market or a super market chain considering this demographic condition is very important. The marketing mix for the Chinese market is mentioned below. The 4 Ps are as follows: Price: Chinese are more prices sensitive and will prefer to buy goods providing value for money. This is when being compared to an average Amcan. They will also compare the prices with the competitors price. So the supermarket chain will have to price its goods reasonably. Competitive pricing strategy should be adopted as they prefer discount sales, coupons, lower prices et Product: Chinese draw their habits and culture from Cb, Mx, and Puto, Rco. Their consumption is also influenced accordingly. The Chinese will buy for items like tortillas, salsa mixes and sauces, plantain chips etc. So the supermarket will have to stock these food items. The products quality should be good and the super market should focus of daily use products rather than the luxury products. Promotion: Chinese live as a close knit community. They have larger families than an average amcan and they place great importance on family and community life. The promotions will have to target and appeal to the entire community and family. The promotional activities can be concentrated in the area of Southern CF. The supermarket chain should mainly use OOH- out of home- advertising, for bigger impact on its target audience. The promotion can be performed through television ads, banners, leaflets etcPlace: The supermarket chain should concentrate opening its stores in Southern CF. They should identify places where it will

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