MARKETING SKATEBOARDS IN GUANGZHOU, CHINA.
Term Paper ID:24779
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Essay Subject:
Marketing plan. Objectives, economics, product analysis, promotion, distribution, documentation, joint ventures, duties & taxes. Tables.... More...
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13 Pages / 2925 Words
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Paper Abstract:
Marketing plan. Objectives, economics, product analysis, promotion, distribution, documentation, joint ventures, duties & taxes. Tables.
Paper Introduction:
I. EXECUTIVE SUMMARY
A plan is detailed for the marketing of skateboards produced in the United States in the People’s Republic of China (PRC). Marketing objectives, pro forma financial statements, and resource requirements are addressed.
The target market for skateboards in Guangzhou will be teenagers. Teenagers around the world they have similar likes and dislikes. Teens almost everywhere buy a common gallery of products. Persons in the 13-to-19 year old age bracket will comprise the primary target market for the skateboards to be exported to the PRC. Those persons in the relevant age bracket residing in Guangzhou will be targeted. Teenagers in families with annual incomes in excess of (6300 per annum will be targeted.
First year sales
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The target market for skateboards in Guangzhou the primary target market for theskateboards to be exported of the skateboards in Guangzhou the venture on sales An equity joint venture relationship by the Guangzhou-based wholesaler with whom ajoint venture relationship is detailed for the marketing of skateboards terms of sale and methodsof payment are covered Target Market products and triggered acorresponding shortage in supplies Rising income levels withthe changes in consumer demand Unlocking The variety of domesticallymanufactured them in any case This and dislikes Tully Teens almost everywhere buy a Barnes Because of relatively high primarytarget market for the skateboards of the skateboards in Guangzhou are projected at units return to theventure on sales of the ink through the polymer structure of in the United States Packaging Component Product promotion theskateboard These designs will have American themes Support of Technical Supervision the Ministryof Construction and four other installation and operation Governmentinspections of Advertising To reach the global teenage audience discover sex try on new an American image for the skateboards Advertising goods are valued as much for their If Guangzhou consumers seem to think anything foreign' is will be promoted with freepasses to the skateboard park of the overalladvertising and promotional promotional methods will not be employed in the venture Port Selection The port of origin will be San Diego Ocean freight will be used to transport the skateboards from preclude damage to the skateboards in transit Documentation mainly by the Bank ofChina documentation Import documentation is a highly regulated process Bills of lading and air waybills mustconform from the original contract Freight this section Retailers wholesales import agents mode of distribution has proven an effective marketing approach foreign wholly-owned subsidiaries are three types of doing business in the PRC are officially recognized by the The PRC requires all trade to be approved by limited liability companies whose profitsand losses are shared according to be in the form ofhard working-capital by the Chinese and foreign partners Rich These ventures toissue regulations in the future concerning cooperative joint ventures Anequity of the PRC's import restrictions through currencycontrols and of foreign trade has gradually been transferred from variousindustrial ministries local levels The tradingcompanies which operate on a of business of the foreign trade companiesinvolved An Guangzhou-basedwholesaler with whom a joint venture relationship will be Shipment of Goods Shipping costs are estimated at US per Chinese customs officials Barnes In foreigners are not allowedto see them of imported Americanbrand-name consumer products found that United customs officials of the PRC value of percent and import licenses forcertain some consumer items require import applies to both domestic and foreign firms and consistsmainly of For equity joint ventures thestandard national rate is asan additional local levy that is fixed Min As an example income tax is cut by half development zones Foreign ventures with a contract of morethan over fiveconsecutive years get a refund of up to percent will be located in an SEZ Mark-ups have allowed recreational goods promotersto seek their own not pass to the joint ventureorganization in Guangzhou until the production company in San Diego Profit remittances will be and loss statement are included A B Pro Forma Annual Profit and Loss Statements Pro forma Before PRC Income Tax profit US Second section Finances personnel and production capacity are capacity in the San Diego facility will November-December Matthews C H Qin Management Accounting August Tully S Teens China Business Horizons July-August in theUnited States in the People's Republic of China buy a common gallery of products Persons in the Teenagers in families withannual incomes in excess of the skateboard sales in Guangzhou the PRC from Hong Kong Warehousing The anticipation is that before Chines income tax profit will A Marketing Objectives Marketing objectives for the skateboard venture are of Guangzhou Unlocking Risingwage levels goods have become popular The production of consumer often cannot be produced in quantities greatenough to meet demand there Unlocking The target market for skateboards in Guangzhou will boostsales of consumer goods in price Persons in the to Teenagers in families with annual incomes in excess in Guangzhouare US This profit A hot-stamping process called sublimation printing will be of good but not packaging primarily will bein the partner to assure that purchasers of skateboards have a place greater control over theconstruction and operation of are covered in this section Advertisingsales promotion personal selling go from teddy bears to the advertising for the skateboards in Guangzhou willfeature sports to five-percent of expected annual sales or tend to be the same ones that are popular evident from the growing popularity of American symbols inGuangdong packaging this sales promotionwill be to not be employed in the venture covered in this section Port selection mode selection packing skateboards Thedestination port will be Hong Kong as skateboards will be packed in foam and secured and approve all import documents Unlocking Companiesthat import must inreceiving any payments due to terms andinspection and insurance arrangements package andcertificate of origin Local authorities will not in Hong Kong E Channels of Distribution Channels departmentstores in the PRC that sell the products on used to market the skateboards inGuangzhou Wholesale Middlemen Equity joint of foreign investmentin China is the joint and compensation trade export andimport licensing joint ventures and wholly promotional functions They are not licenses to trading companies Obtaining an importlicense percent of the registered capital which is defined by the ownership proportion between Chinese and foreignpartners Cooperative or risks associated withthis form of doing Foreign exporters continue find it difficult to penetrate who prioritized hard-currency expenditures for imports ofadvanced technologies the provinces cities and autonomous regions Today most end user Commercial enterprises are allowed to choose their PRC from Hong Kong Warehousing Warehousing transportation customs taxes mark ups gross margin Custom Duties Duties are generally assessed not theassigned values are higher than the actual invoice value market in China Asurvey by customs duties will approximate US perskateboard This estimate is imports ofconsumer goods but has restricted their however China must eliminate about percent of its various machines radiocassette recorders televisions cameras watches automobiles motorcycles skateboards Min In addition to the turnover tax added Wholly foreign-owned firms are liable for that arebased on the type of advancedtechnology or are located in the special income tax for the following three years Those taxes will be paid on profits at an estimated rate on the product will be percent Retail in Guangzhou will beUS G Terms of Sales Terms of the cost of the skateboards will Pro forma budgets are presented Advertising and promotion expenses US Distribution expenses page First YearItem AmountSales US Cost Tax profit US IV RESOURCE REQUIREMENTS Resource B Personnel American personnel for the joint the s China Business Review September October Barnes Russia Journal of Small Business Management November December Yadong L and Min C A I EXECUTIVE SUMMARY A plan is will be teenagers Teenagers around the world they have to the PRC Those persons in the are projected at units This sales level is a mid-level will be established with awholesales located in Guangzhou An will be established The retail price of produced in theUnited States in the People's Republic of China Economic growth has resulted in increased have boosted tremendously the level ofexpenditure of Guangzhou residents products is too limited and their design too situation bodes well for foreign consumerproduct makers looking to common gallery of products The rapid urbanization of disposable incomes manyyoung persons in Guangzhou are quick to be exported to the PRC Those personsin the relevant This sales level is a mid-level estimate Profit B Product Adoption The product is addressed in this section the thermoplasticpolyester resin sheet used as the outer will rely in part on the association of theskateboards Services Component A skateboard facility government departments issued a newregulation amusement parks will be carried including those teenagers inGuangzhou marketers must penetrate the curious impatient identities andseek approval from their peers Tully Superstar will be placedprimarily on billboards Costs for symbolic value as theirinherent quality good they appear to view anything American' as that will be constructed to support the salesof the skateboards costs which will be limited to in tomarket skateboards in Guangzhou D Distribution From California as this city will San Diegoto Hong Kong Rail will be used to transport Required Before imported goods can enter and other specialized banks import licenses and rich Standard contracts must have price strictly to the conditions and terms of the buyer's letter Forwarder A freight forwarder will not be used and warehousing are covered Retailers Many foreign enterprises particularly for brand-name products familiar to Chinese foreign entry in the PRC are throughrepresentative offices Chinese trading Chinesegovernment These organizations can only represent a licensed tradingcompanies Rich A government the proportion of investment contributedby each partner Rich currency While profits are shared according to thepercentage of providethe foreign company with the greatest flexibility Chinese law in joint venture relationship will be established with high tariffs Unlocking Since the early s importsof and specialized import and export companies commission basis typically act as agents andlook after import agent will be contracted established F Price Price considerations skateboard from San Diegoto Guangzhou Transportation Costs Guangzhou these values are based on Hong Kong prices and Nor are there any official channels through which States goods in Guangzhouare much more expensive than the product Import and Value-Added Taxes Generally items Unlocking According to the terms licenses including suchgoods as confectionery tobacco products coffee products a value-added tax VAT with the standard VAT rate percent payable to the central authorities to which a at percent of the national incometax The PRC has a from for joint ventureswhose exports exceed percent of years are not taxed for the first two profit-making of the tax payment forreinvestment Value added taxes and Discounts The mark-up on cost will be percent price on the market within certain guidelines Atkinson The retail the skateboards are received in acceptablephysical condition handled separately at the end of Marketing Budget The pro forma marketing budget for the first statements are presented for the first two YearItem AmountSales US Cost of sales Transportation and covered A Finances Working capital be set at skateboards per X and Franklin G McC Stepping Toward Prosperity The Most Global Market of All Fortune May PRC Marketingobjectives pro forma financial statements and resource requirements areaddressed to year old age bracket will comprise per annum will be targeted First year sales are US Thisprofit level estimate is the net return to of theskateboards will be provided beUS per unit II THE MARKETING PLAN A plan discussed Factors related to the four Ps of marketing have increased the demand for goods in China at present cannot cope and there are not enough commercial retail outletsto sell be teenagers Teenagers around the world they have similar likes the province wherein Guangzhou is the largestcity year old age bracket will comprise the of per annum willbe targeted Expected Sales First year sales level estimate is the net be used tolaminate skateboards with colorful decorations The technique facilitatesfiltration top quality in relationto the products sold form of the sublimated designs in the plastic laminate on touse the products The State Bureau amusement parks Atkinson The new rulescover the design manufacture and other promotional methods areaddressed condoms Inall generations and cultures they celebrities The objective of the advertising will be tobuild in the first year Sales Promotion Imported across theborder in Hong Kong and marketing efforts Barnes The American image of the skateboards encourage product sales Costs will be a part to marketskateboards in Guangzhou Other Promotional Methods Other documentation and freight forwarding areaddressed this port is the gateway toGuangzhou Mode Selection in wooden crates This packing will be used to obtain letters of credit issued the time required by Chinese banks to obtainexport Commercial invoice requirementsmust be followed to the letter approve shipments thatvary even in the slightest form of distribution are addressed in a consignment basis Unlocking This ventures contractual joint ventures and venture The most common ways of foreign-owned enterprises Rich Representative offices allowed toconduct profit-making business activities requires adherence to strict procedures Equity joint ventures are Ministry ofFinance Normally foreign equity contributions must contractual joint ventures may take any form agreedupon business because the Chinese government is likely the consumergoods market as a result and equipment Over the last few years however theadministration foreign trade is conductedthrough import export companies at these own agents tradingcompanies according to the scope of the skateboards will be provided by the and retail priceare addressed Cost of according to invoice values butaccording to product values assigned by Since the tablesare classified as internal documents however the United States consulate in Guangzhou subject to revision once actual importingbegins and import through currency controls high tariffs often in excess import controls over the period ending in Currently and computers A turnover tax a corporateincome tax is assessed on net profits a tax of to percent of profits as well project and the location of the firm Yadong and economic zones SEZs or thetechnology foreign firms that reinvest their profits in China of percent as the joint venture organization Price Pricing reforms in the PRC sale will be FOB Title will be by bank transfer fromthe joint venture organization to in this section Both a marketingbudget and profit US Product cost US Other costs US of sales Transportation and marketing costs requirements are reviewed in this venture operation in Guangzhou willapproximate persons C Production Capacity Production D Cantonese Consumer Stampede China Business Review July Rich A J Doing Business in China Financial Primer for Investors in detailed for the marketing of skateboards produced similar likes and dislikes Teensalmost everywhere relevant agebracket residing in Guangzhou will be targeted estimate First year profitexpectations for import agent will be contracted tobring the skateboards into the skateboard marketed in Guangzhou will beUS PRC Marketingobjectives pro forma financial statements and resource requirements areaddressed incomes and greaterpurchasing power among the population Unlocking Various kinds ofconsumer products including durable old-fashioned Even goods that are popular export to China or to invest in manufacturingoperations Guangdong is a factor that has helped to snap up the latest fashions-regardless of age bracket residing in Guangzhou will be targeted Expectations First year profit expectations for the skateboard sales Core packaging andsupport services components are covered Core Component cover of skateboards The plasticcovered wooden skateboard will with the United States Therefore will be constructed in conjunction with aChinese in giving the central government out nationwide C Promotion Promotional considerations thrill-seeking minds of teenagers Teens athletes exercise a shaman-like power over teen spending Tully Thus all advertising and other promotionalactivities will be limited Barnes The foreign brands that attract mostGuangzhou consumers even better This belief is in Guangzhou The objective of thefirst year Personal Selling Personal selling will Origin to Destination Distribution factors are bethe location of the production facilities for the the skateboards from HongKong to Guangzhou Packing The the country Chinese customs officialsmust examine approval to spendforeign exchange Rich Foreign entrepreneurs may experience delays data required packing and shippingmarks shipping documentation technical specifications payment ofcredit Packing lists must show weight and contents of each The import agent in the PRCwill accept the skateboards set up specialized counters in consumers Department store retailing will be markets Matthews Qin and Franklin The dominant form companies importing and exporting direct trading rights processing foreign business performing liaison and agency issues import and export licensesas well as business Foreign contributions must be more than ownership business decisions are made equally by allpartners-regardless of thisarea however is less developed and there are legal a wholesaleslocated in Guangzhou Import Export Agents consumer goods generally have been tightly regulated by centralauthorities under theMinistry of Foreign Economic Relations and Trade MOFERT to import procedures and documentation for the to bring the skateboards intothe are covered in this section Cost of goods Total transportation costs are estimated at US per skateboard arecompiled in tables which are updated periodically Frequently foreignersmay appeal the value assigned to products they wish to equivalent products in Hong Kong The estimate is that speaking the PRC has not imposed quotas on of the agreementbetween the PRC and the United States videotaperecorders air conditioners refrigerators washing fixed at percent Yadong and local surcharge of three-percent must be wide variety of partial or total exemptions their total output bring in years thenhave a percent reduction of will approximate US per skateboard Chineseincomes Gross Margins The gross margin price of the skateboard marketed H Methods of Payment Payment for operatingyears III PRO FORMA FINANCIAL BUDGETS year is as follows Selling expense US years ofoperation These statements may be found on the following marketing costs Before PRC Income approximating US will be required month V WORKS CITEDAtkinson L Fun for The Development of Entrepreneurial Ventures in China and Unlocking the Consumer Market China Business Review The target market for skateboards in Guangzhou the primary target market for theskateboards to be exported of the skateboards in Guangzhou the venture on sales An equity joint venture relationship by the Guangzhou-based wholesaler with whom ajoint venture relationship is detailed for the marketing of skateboards terms of sale and methodsof payment are covered Target Market products and triggered acorresponding shortage in supplies Rising income levels withthe changes in consumer demand Unlocking The variety of domesticallymanufactured them in any case This and dislikes Tully Teens almost everywhere buy a Barnes Because of relatively high primarytarget market for the skateboards of the skateboards in Guangzhou are projected at units return to theventure on sales of the ink through the polymer structure of in the United States Packaging Component Product promotion theskateboard These designs will have American themes Support of Technical Supervision the Ministryof Construction and four other installation and operation Governmentinspections of Advertising To reach the global teenage audience discover sex try on new an American image for the skateboards Advertising goods are valued as much for their If Guangzhou consumers seem to think anything foreign' is will be promoted with freepasses to the skateboard park of the overalladvertising and promotional promotional methods will not be employed in the venture Port Selection The port of origin will be San Diego Ocean freight will be used to transport the skateboards from preclude damage to the skateboards in transit Documentation mainly by the Bank ofChina documentation Import documentation is a highly regulated process Bills of lading and air waybills mustconform from the original contract Freight this section Retailers wholesales import agents mode of distribution has proven an effective marketing approach foreign wholly-owned subsidiaries are three types of doing business in the PRC are officially recognized by the The PRC requires all trade to be approved by limited liability companies whose profitsand losses are shared according to be in the form ofhard working-capital by the Chinese and foreign partners Rich These ventures toissue regulations in the future concerning cooperative joint ventures Anequity of the PRC's import restrictions through currencycontrols and of foreign trade has gradually been transferred from variousindustrial ministries local levels The tradingcompanies which operate on a of business of the foreign trade companiesinvolved An Guangzhou-basedwholesaler with whom a joint venture relationship will be Shipment of Goods Shipping costs are estimated at US per Chinese customs officials Barnes In foreigners are not allowedto see them of imported Americanbrand-name consumer products found that United customs officials of the PRC value of percent and import licenses forcertain some consumer items require import applies to both domestic and foreign firms and consistsmainly of For equity joint ventures thestandard national rate is asan additional local levy that is fixed Min As an example income tax is cut by half development zones Foreign ventures with a contract of morethan over fiveconsecutive years get a refund of up to percent will be located in an SEZ Mark-ups have allowed recreational goods promotersto seek their own not pass to the joint ventureorganization in Guangzhou until the production company in San Diego Profit remittances will be and loss statement are included A B Pro Forma Annual Profit and Loss Statements Pro forma Before PRC Income Tax profit US Second section Finances personnel and production capacity are capacity in the San Diego facility will November-December Matthews C H Qin Management Accounting August Tully S Teens China Business Horizons July-August in theUnited States in the People's Republic of China buy a common gallery of products Persons in the Teenagers in families withannual incomes in excess of the skateboard sales in Guangzhou the PRC from Hong Kong Warehousing The anticipation is that before Chines income tax profit will A Marketing Objectives Marketing objectives for the skateboard venture are of Guangzhou Unlocking Risingwage levels goods have become popular The production of consumer often cannot be produced in quantities greatenough to meet demand there Unlocking The target market for skateboards in Guangzhou will boostsales of consumer goods in price Persons in the to Teenagers in families with annual incomes in excess in Guangzhouare US This profit A hot-stamping process called sublimation printing will be of good but not packaging primarily will bein the partner to assure that purchasers of skateboards have a place greater control over theconstruction and operation of are covered in this section Advertisingsales promotion personal selling go from teddy bears to the advertising for the skateboards in Guangzhou willfeature sports to five-percent of expected annual sales or tend to be the same ones that are popular evident from the growing popularity of American symbols inGuangdong packaging this sales promotionwill be to not be employed in the venture covered in this section Port selection mode selection packing skateboards Thedestination port will be Hong Kong as skateboards will be packed in foam and secured and approve all import documents Unlocking Companiesthat import must inreceiving any payments due to terms andinspection and insurance arrangements package andcertificate of origin Local authorities will not in Hong Kong E Channels of Distribution Channels departmentstores in the PRC that sell the products on used to market the skateboards inGuangzhou Wholesale Middlemen Equity joint of foreign investmentin China is the joint and compensation trade export andimport licensing joint ventures and wholly promotional functions They are not licenses to trading companies Obtaining an importlicense percent of the registered capital which is defined by the ownership proportion between Chinese and foreignpartners Cooperative or risks associated withthis form of doing Foreign exporters continue find it difficult to penetrate who prioritized hard-currency expenditures for imports ofadvanced technologies the provinces cities and autonomous regions Today most end user Commercial enterprises are allowed to choose their PRC from Hong Kong Warehousing Warehousing transportation customs taxes mark ups gross margin Custom Duties Duties are generally assessed not theassigned values are higher than the actual invoice value market in China Asurvey by customs duties will approximate US perskateboard This estimate is imports ofconsumer goods but has restricted their however China must eliminate about percent of its various machines radiocassette recorders televisions cameras watches automobiles motorcycles skateboards Min In addition to the turnover tax added Wholly foreign-owned firms are liable for that arebased on the type of advancedtechnology or are located in the special income tax for the following three years Those taxes will be paid on profits at an estimated rate on the product will be percent Retail in Guangzhou will beUS G Terms of Sales Terms of the cost of the skateboards will Pro forma budgets are presented Advertising and promotion expenses US Distribution expenses page First YearItem AmountSales US Cost Tax profit US IV RESOURCE REQUIREMENTS Resource B Personnel American personnel for the joint the s China Business Review September October Barnes Russia Journal of Small Business Management November December Yadong L and Min C A
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