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Bakeries in China:Is China a Market for Mexican Pastries?

Author: Omar Ortiz Lopez(OuMa)
Tutor: XieGuoE
School: East China University of Science and Technology
Keywords: Bread consumption Marketing Mix PESTLE Chinese industry MexicanIndustry
CLC: F416.82
Type: Master's thesis
Year: 2013
Downloads: 26
Quote: 0
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China. once a developing country that has now emerged as a newly industrialized nation, has become an engine of the global economy, with ever-increasing opportunities for foreign investment and international companies looking for opportunities to expand their businesses. And in this country the food industry is one of the fastest-growing sectors, and one good example of that grow is the baking industry, that have become more and more popular during the last ten years among the city dwellers.Foreign bakeries chains are accelerating their expansion in Chinese territory, as a result from the consumption of baked goods. Cakes, bread, and pastries are becoming part of the diet of Chinese people.The aim of this thesis is to provide an analysis of the Chinese bakery industry, the cultural side of the consumption of such goods, the growth nowadays and evaluate the challenges that exist in the market, and the possibility for a Mexican company to enter the market and provide an entry strategy for such company.Firstly we will analyze the Marketing Mix of the bakery market in China we will establish the four P’s (Product, Place, Price and Promotion), also in this work we will realize a PESTLE analysis and Porter’s Five Forces to strengthen our understanding of the market itself, with the finding it will be possible to established the best business strategy to follow, and specify and entry strategy.Lets remember that Culturally speaking bread consumption isn’t particularly strong in China, baked goods are not traditionally part of the country’s diet, and so it is fundamental to analyze and to understand the Characteristics of the Chinese market, in order to reach a success activity and to overpass the difficulties. To do so we will explain some part of the culture, economic growth, and eating habits to have a better comprehension of our target.We will also define the Mexican industry, and analyze the biggest bakery in the world today, BIMBO(宾堡),and establish a parameter around the success history of the company in the international markets, and one of his companies will provide us with a business model to follow.

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CLC: > Economic > Industrial economy > The world's industrial economy > Industrial sector economy > Light industry,handicrafts > Food
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