Marketing Plan.docx

Marketing Plan.docx

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MarketingPlan

ExecutiveSummary

Barnes&NobleisatopbooksellerinAmerica,whichiscommittedtooperatethebestspecialtyretailbusinessandprovidehighqualitybooksforeveryone.ItsexpansiontoChina,oneofthelargestbookmarketsintheworld,meetnotonlyopportunitiesbutalsochallenges.Thismarketingplanisbasedontheanalysisofrelativecultureandeconomyfactorsinchina.Barnes&Noble’slong-termgoalistobuildforeignbookstorechainsinseverallargecitiesinchina,whilethefirstbookstoreisdecidetoopeninBeijingshortly.Thisplanrelatestoproduct,pricing,promotionanddistributionofthefirstBarnes&NoblebookstoreinBeijingwithgrossfinancialbudgets.

CulturalAnalysis

Geographicalsetting

ChinaislocatedineasternAsia,alongtheWestBankofPacificOcean,borderingtheEastChinaSea,KoreaBay,YellowSea,andSouthChinaSea,betweenNorthKoreaandVietnam.Thetotallandandwatersareaismorethan1400squarekilometers,rankingthirdintheworld.Itdescendsfromthewesttoeastingeneral,includingmountains,hillsandplateaus,whichmakeuptwothirdsofitstotallandarea.Basinsandplainsdominatetheremainingland.Facingthepacific,chinahasaprominentmonsoonclimate,mixingwithobviouscontinentalclimateandvariousclimatetypes,duetoitsvastterritoryandcomplicatedtopography.

Educationsystemsandliteracyrates

SincethefoundingofthePeople’sRepublicofChinain1949,chinahasputanimportantgovernmentalefforttoeliminateilliteracyandpopularizecompulsoryeducation.AccordingtoadevelopmentprogramoftheMinistryofEducation,todayilliteracyamongtheyoungandmiddle-agedpopulationhasdecreasedtolessthan5percent,andthenine-yearcompulsoryeducationbasicallyhasbeenestablished.Thegovernmentisconsistentlycommittedtoprovidingmoreandmoreeducationalopportunitiestothewholecountry.

CurrentEnglisheducationsituation

ØThepupilsstartlearningEnglishfromgrade3inprimaryschools.CollegestudentsnotmajoringinEnglishcanreadordinaryEnglishnewspapersandmagazinesandcommunicateinEnglish.

ØInternationalcooperationandexchangesineducationhaveincreasedyearbyyear.Chinahasthemoststudentsstudyingabroadintheworld.

ØWiththeopen-uppolicyofChina,Englishteachinghasbeengettingmoreandmorepublicattention,especiallysinceBeijingwonthebidtoholdthe2008OlympicGames.

Politicalsystem

Chinaisasocialistcountry.Thesocialistsystemisledbyworkingclassandtheallianceoftheworkersandfarmers.People’scongressisthefundamentalpoliticalsystem.Thecommunistpartyisthesolepartyinpowerinchina.Themulti-partycooperationandpoliticalconsultationisimplementedundertheleadershipofcommunistpartyofChina.TheadministrativesysteminthePeople’sRepublicofchinaincludesthecentraladministrativeorgansandlocaladministrativeorgansatdifferentlevels.

Stabilityofgovernment

ForChina'srulersthroughtheages,stabilityhasbeenandwillalwaysbethechiefobjectiveofChinagovernment.Acombinationoffiscalandtaxtoolswasusedtopromotesteadyandrapiddevelopmentoftheeconomy.Avarietyofmeasuresandpolicieshasbeenmadetomakemedicalcaremoreavailableandaffordable.Highimportancehasbeenattachedtobasicproblemswhichaffectspeople’shousingandstrengthensemployment,reemploymentandsocialsecuritywork.However,Chinagovernmentalsoconfrontssomeproblems,forexample,thepolarizationofrichandpoor,thereconstructionofeconomies,whichneedinstantattentionandsolution.

Legalsystem

Chinascreens,censorsallprint,electronicorinternetpublicationinthecountrythroughitsGeneralAdministrationofPressandPublication（GAPP）.PublishersarerequiredtobelicensedbytheGAPP,whichhasthepowertodenywriterstherighttopublishtheirworksandtocompletelyshutdownanypublisherwhofailstofollowitsdictates.However,afterChina'sWTOentry,thebookretailingwillbeopenedtotheoutsideworld.

EconomicAnalysis

Population

Chinaistheworld'slargestandmostpopulouscountry,withjustover1.3billionpeopleinmid-2008.China'spopulationgrowthandbirthrateshasbeenbothslowedbytheonechildpolicy,whichwasineffectsince1979.Thepopulationgrowthrateof2009is0.665%,andthebirthrateof2009is0.14%.（Source:

CIAWorldFactbook-Unlessotherwisenoted,informationinthispageisaccurateasofFebruary19,2010）

Distributionofpopulation

Asalargeunitedmulti-nationalstate,Chinaiscomposedof56ethnicgroups.AmongthemHanChineseaccountfor91.59%oftheoverallChinesepopulationandtheother55makeuptheremaining8.41%accordingtotheFifthNationalPopulationCensusof2000.

Economy

Inthe22yearsfollowingreformandopening-upin1979inparticular,China'seconomydevelopedatanunprecedentedrate,andthatmomentumhasbeenheldsteadyintothe21stcentury.

Nowadays,theeconomyofChinaisthethirdlargestintheworld,withanominalGDPof$4.91trillionin2009.ItisthesecondlargestaftertheU.S.withaneconomyworth$8.77trillionwhenmeasuredinpurchasingpowerparity.Chinaistheworld'sfastest-growingmajoreconomy,withanaverageannualgrowthrateofabout10%forthepast30years.Thecountry'spercapitaincomeisat$3,677（nominal,97th）,and$6,567（PPP,98th）,accordingtotheInternationalMonetaryFund.Currently,Chinaisthesecondlargesttradingnationintheworldandthelargestexporterandsecondlargestimporterofgoods.

Exchangerates

In2005thePeople’sRepublicofChinabeganasystemoffloatingtheircurrencyagainstabasketofothercurrenciesinsteadoftheRMB-USdollarpeg.In20thJulyof2010,thePeople'sBankofChinaswillfurtherreformtheRMBexchangerateregimeandenhancetheRMBexchangerateflexibility.Itshowsamomentumtowardsamoreflexiblerate.

Currently,theexchangeratebetweenAmericandollarandRMBis1:

6.79.

Foreigninvestment

Foreigndirectinvestment（FDI）begantoflowintoChinasinceeconomicalreformsin1978.Followingaperiodofrelativelyslowgrowth,FDIinflowstoChinapickedupin1990s,whenChinahadbecomeoneoftheworld’slargesttradingnations,therecipientofmoreforeigndirectinvestmentthananyothercountryintheworld.However,thedistributionsofFDIinChinaarehighlyuneven.FDI'sgeographicaldistributioninChinaisdeterminedmostlybyGNP,infrastructuredevelopment,levelofgeneraleducation,andcoastallocation.Besides,FDIhasbeenbiasedtowardspeculativetypesofinvestment,especiallyintherealestatesector.

MarketAuditandCompetitiveMarketAnalysis

Barnes&NobleisatopbooksellerinAmerica.ItisfoundedbyLeonardRiggointheearly1960s.Barnes&Noblehasafullyoperationalmulti-channel business–withretaillocationsandanonlinesubsidiary,Barnes&N. Inadditiontoinnovationsinretailing,Barnes&Noblehasalsoexpandeditsapproachtobooksellingandtheproductsitoffersthroughitsself-publishingprogram.Itsmissionistooperatethebestspecialtyretailbusiness.

Opportunity

Theexpansiontochinaisthecompany’sanotherinnovation.Chinahasoneofthelargestbookindustriesintheworld.Themarketsizeanddemandsinchinaisconsiderable.TocapturethisgreatmarketwillfurthertheBarnes&Noble’sdevelopmentandmakenumerousbenefits.

Challenges

Barnes&Noblewillmeetgreatchallengesduringtheexpansioninchina.Thefirstandbiggestobstacleispricing.ThoughtheworldwitnessChina’seconomyboom,itisstilladevelopingcountry.People’sabilitytopayisstilllowinChina;theyperhapscannotaffordthesamepricingasinAmerica.Besides,ifthepricingaretoohigh,peoplemaysacrificethehighqualitybooktosavemoney,whichwillmakeBarnes&Noblelosecompetence.Sohowtomaketheadaptationsuccessfullyisthefirstquestiontoconsiderate.

Thesecondproblemisthedistributionofbooks.InAmerica,Barnes&Noblehavebegunitsmail-ordercatalogueinthe1970s,andlaunchedthecompany’swebsitein1997,inadditiontothemoderngenerationofBarnes&Noblesuperstores.Whileinchina,themaindistributionchannelsarecontrolledbytheseveralbigstate-ownedpublishinghouses,howtoreachtargetaudienceefficientlyandhowtointegratethedistributionsisthesecondquestionwhichneedsimmediateconsideration.

Thethirdproblemishowtoprotectthecopyright.Thephenomenonthatsomebooksarebannedinchinaorpeopletherehavelittleroyaltypaymentsfostermanyundergroundpublishers.InBeijing,onecaneasilyseemanymobilebookcartscarryingillegalcopiesofbooksorbookhawkerswalkingaroundwithbagsofbannedbookssuchasTheSecretWarofChina.Thisproblemwillexistsinlongtime,anditisthefurtherresultsofthefirstquestion.Itneedsthewholesociety’sefforts,certainlyincludingBarnes&Noble,tomaintainthecopyrighttobeprotected.

Advantages

Forsomereason,Chinesebook-publishingandprintinghouseshavefordecadesignoredupgrading,renovatingthetechnicalsystemandbusinessoperationconceptsorintroducingnewstrategiesinmanagement,promotionandpersonneltraining.Mostofbooksinchinaareofpoorprintqualitywithmanyspellingmistakesandmissingpages.AndthesearejustadvantagesoforiginalEnglishbookandBarnes&Noble.Barnes&Noblestoremanagersarecommittedtoensuringthattheydeliverasuperiorexperienceforalltheircustomers. Barnes&Nobleconsistentlyranksatornearthetopineverymajorstudyofcustomersatisfactionandqualityofservice.Besides,Barnes&Nofferstheworld'slargestbibliographicinventory,sothatithasastrongcu