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Company GW "Niche Market" Marketing Strategy

Author: YangZhaoNing
Tutor: ZhangMeiXia
School: Shanghai International Studies University
Course: Business Administration
Keywords: Niche Market Board Game Marketing strategy
CLC: F274
Type: Master's thesis
Year: 2014
Downloads: 135
Quote: 0
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Abstract


The first Board Gaming Exhibition hold at Shanghai Exhibition Centre at2012presenting loads of different brand of board gaming products to Chinese hobbist. Butactually, it is not means there is no board gaming in China. Nearly majority of Chinesepeople understand and play Mah-jong which is a great board game with millions of hobbistin China. So we can say Board Game is a kind of western Mah-jong, which will be easierto understand this product. The significant character for western board gaming products isembed story and culture into the product, and keep developing and upgrading products tograsp the enthusiasm of hobbist. The way focus on its strength of the product and market,we can call it is Niche Market Sales Strategy.This paper is trying to analyse the typical character of Niche Market, and how GWcompany doing its business in China and its marketing method as well, to get a roughconclusion about how to do business in the Niche Market. As there are some potentialissues will affect GW selling its products in China, we will give some solutions for theproblem facing now. We hope this analysis will be helpful for small scale companies inChina, learn the experience of GW might help them to enlarge their own business in theirown Niche Market for the future.There are six sections totally for this article. Part I: Introduction. Discuss the researchbackground and the conclusion trying to draw. The basic framework of the article and logicmethod; Part II: Review of relative literature. How to define Niche Market both at Chinaand other countries, and how to establish relative marketing strategy; Part III: The externalenvironment facing for board gaming industry currently; Part IV: The current status forboard gaming and models, how GW doing its business in China; Part V: Design a solutionfor GW to solve problems, those solutions might help GW doing its Niche Business moresuitable with China local market. Part VI: Implementation. Organize relative resource toperform those solutions and hopefully can solve problems.

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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