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Carvel Ice Cream: Developing the Beijing market

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Published date
documents in English
term papers
3 pages
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  1. Who is the target?
    1. Middle and upper class
    2. Little emperors
    3. Expatriate community
  2. What are the Products to focus on, and at which Price?
  3. What about competition?
  4. What distribution centres? (Place)
  5. What kind of communication? (Promotion)
    1. The Beijing shoppers guide
    2. Leaflet
    3. Asian Hospitality Association (AHA)
  6. Conclusion

By 1994, Carvel created a joint venture in China, ?Beijing Carvel Food Company Limited'.
In 1997, sales went over 6 million Rmb (US$ 725,000). Considering that overall economy growth rate was 8% per year between 1998 and 2000, and that inflation was negative (-1,4%), I make the assumption that in 1999 sales was about 7 million Rmb. 45% came from ice cream cakes, so in 1999 the ice cream cake sales was about 3,150,000 Rmb. This will permit adding figures to the proposed marketing program. In this case, the problem is to overpass two facts: ice cream cakes are new to most Chinese and the product comes from quite an unpopular food group. Market decisions will answer 5 questions including the 4Ps.

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