Iga Marketing Plan Essay

2520 WordsSep 27, 201011 Pages
Execute Summary The purpose for this document is to describe, and provide a framework for an optimized marketing plan for IGA Australia entering into Chinese market in the period May 2010 to May 2013. The report offers a structure for developing, implementing and controlling IGA China marketing program for the international IGA brand, in order to achieve focal objectives as followed in this plan. The Competitive Analysis points out the fact that the Retail Industry is dominated by 3 major competitors including Wal-Mart, Trust Mart and Carrefour in China. The SWOT Analysis included, helps develop the following Marketing Objectives: • First year in May 2010-May 2011, aim at $100,000 sales income • Achieve 2012 sales target (3-7%…show more content…
(IBISWorld, 2009) In China, consumers can be divided into four classes. As the chart shown below, there are 5% of people who are affluent (above 20,000 RMB per month). In addition, 15% of the people who earn 6000-10,000RMB are considered as IGA’s potential consumers-‘the New Wealth Class’. Consumers at this level are mostly well-educated. They require higher quality of the life and easily accept the new things without considering the prices. (China Daily, 2009) They are the symbol of new wealth generation who aged 25-40 with high income and strong purchasing power. They appreciate the life of LOHO (lifestyles of health and sustainability) and SOHO. Source: Euromonitor Report- Income report in China, June 2009 2.3 Position IGA positions itself in Chinese market as a medium size supermarket operating in the upscale community, providing high quality products, adopting the new technology, and fostering customers in choosing a new lifestyle. 2.4 Geo-demographic Segmentation Geo-demographic segmentation is a concept that combines the geographic data and demographic data in order to describe the consumers and neighborhoods specifically (Kotler & Keller & Burton, 2009). In China, Xiamen, Nanjing, Wuhan, Dongguan, Hangzhou, Ningbo, will be the first five cities IGA intend to enter. These five cities are picked up because of its physical size and

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