Paper Summary:

This paper describes the marketing plan for leading Australian confectionary brand, Darrell Lea's foray into the Chinese market. The author provides a short background on Darrell Lea and explains why the company has decided to enter the Chinese market. The paper also gives a comprehensive description of Darrell Lea's entry strategy into China that includes a SWOT analysis and consumer analysis. Several methods for entry into the Chinese market such as exporting and franchising are discussed as well as market research and promotional methods. This paper includes tables.

Table of Contents:
Introduction
Situation Analysis
SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
Internal Analysis
The Company
Products
External Analysis
Political & Legal Environment
Economic & Financial Environment
Competitive Environment
Social & Cultural Environment
Technological Environment
Attractive Chinese Consumer Markets
Strategy Evaluation
Entry Strategy
Exporting
Franchising
Contract Manufacturing
Joint Ventures
Product Strategy
Communication Strategy
Strategy Implementation
Entry Strategy
Marketing Research
Secondary
Primary
Marketing Mix
Price
Place
Promotion
Product
Budget & Timeline
References

From the Paper:

"Darrell Lea (DL) has been operating in Australia for over 80 years producing chocolate and other confectionary. It has over 1,000 outlets in Australia and over 8,000 outlets overseas retailing its products. Determine to expand; DL is looking for new growth opportunities overseas especially in the fast growing chocolate markets in Asia. One of those attractive markets is China due to its fast growing chocolate market spurred on by the extraordinary economic growth she has enjoyed in the past quarter of the century. The chocolate market in China is still determined to be in its infancy but it is predicted to grow into the largest chocolate market in the world."

Sample of Sources Used:

• 21food 2008, Candy Merger Could Sate China's Chocolate Craving, Market Avenue. Available from: <http://www.marketavenue.cn/upload/news/NEWS_37320.htm> [12 May 2009].
• Ambler, T & Witzel, M 2000, Doing Business in China, Taylor & Francis Group, London.
• Blackwell, RD, Miniard, PW & Engel, JF 2006, Consumer Behavior: Tenth Edition, Thomson South-Western, USA.
• Bowler, T 2009, China warns of unemployment risk, BBC News, BBC. Available from: <http://news.bbc.co.uk/2/hi/business/7915372.stm> [5 May 2009].
• China Daily 2008, Confectionary firms profit from Chinese chocoholics, China Daily, China Daily Information. Available from: <http://www.chinadaily.com.cn/china/2008-07/03/content_6817571_3.htm> [5 May 2009].

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