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Services Marketing

  1. Compared to Pure Services firms, Manufacturers who can create Hybrid Offerings have distinctive resources that can be leveraged to create successful offerings. Describe three of these unique resources and how they can provide an advantage.
  2. How does a Solution-Centered perspective differ from a Product-Centered perspective?
  3. The Quality of the Customer Experience is critical to attaining customer satisfaction and loyalty. Reflecting on the idea that services are characterized by simultaneous production and consumption, how might quality control for a pure goods company differ than quality control for a pure service company ?
  4. Suppose you have been hired as Director of Marketing for Otis Elevator’s new projects division, overseeing the sales of elevators for new, large construction projects. On new startups, it is common to have some mechanical and software bugs that need to be ironed out. But these hiccups can make customers very angry. How might you structure a Service Recovery process? Suggest a couple of specific policies you could implement.
  5. What can a customer do to improve the effectiveness of a solution? (Use the text to support your answer)

Focus group question

Student’s Name

Institutional Affiliation

Focus group question

Attractiveness of the Chinese market

What are the expected political opportunities/ threats in China for Top Shop?

The Peoples Republic of China is a socialist country that is led by the Communist Party of China. Such a political framework has created a very stable political environment since there are no frequent elections that tend to reduce investor as well as consumer confidence. This is very advantageous to businesses that intend to establish themselves here such as Top Shop. With proper management of the Chinese business, the company can rapidly grow its sales and profits.

The Stable political environment is expected to last at least into the near future. It may, however, change as the rest of the world is moving swiftly towards political pluralism and democracy. In summary, it is very vivid that there are enormous political opportunities in the short run, which may turn into threats, in the long run.

What are the expected social opportunities/ threats in China for Top Shop?

The Chinese social framework is one of the most unique in the world today. This is due to the fact that a very huge number of people are governed by common cultural and social norm. This has a very huge impact on the fashion business. This is due to the fact that it for any firm to establish itself, it needs to understand the taste and preference of the Chinese people, that very different from that of the Western world where Top Shop comes from.

What are the expected economic opportunities/ threats in China for Top Shop?

China, being the second largest economy in the world, has great opportunities for Top Shop as well as any other firm that seeks to expand into the market. Expanding into the Chinese market, therefore, means that Top Shop is exposed to a well established market that may attract more investors.

What are the expected technological opportunities/ threats in China for Top Shop?

China is one of the most technologically advanced countries. This reduces the cost of production for any producer by a great margin. Top Shop, therefore, has an opportunity to obtain goods that are produced in the country at a lower cost something that will definitely increase their profits.

What are the expected environmental opportunities/ threats in China for Top Shop?

China has one of the largest manufacturing industries in the world. This makes it one of the greatest threats to our environment. This poses a great opportunity for Top Shop to fulfil its obligation to humanity by encouraging other businesses in the market to be mindful of the environment.

What are the expected legal opportunities/ threats in China for Top Shop?

China has created a very friendly legal environment for business, with an aim of providing job opportunities for her large population. This gives Top Shop a great opportunity to establish itself, expecting minimum altercations with the law.

The Porter’s diamond theory suggests that in addition to the factor conditions, the demand conditions, related & supporting industries, strategy, structure, and rivalry also determine the attractiveness of a state for international expansion, so, considering the theory for the Top Shop, please answer the following questions:

Are the demand conditions in China benefits or threaten the expansion of Top Shop in the market? why?

The demand conditions for China benefits the expansion of Top Shop. This is due to the fact that China has a very large population. The demand for goods and services is therefore large, a fact that guarantees Top Shop’s rapid expansion.

Are the related & supporting industries in China benefits or threaten the expansion of Top Shop in the market? why?

The related and supporting industries benefit the expansion of Top Shop. This is because the auxiliary businesses such as insurance and banking are well established. Top Shop can, therefore, conduct its business effectively without any interruptions. With such an environment, it can is guaranteed to expand.

Are the strategy, structure, and rivalry in China benefits or threaten the expansion of Top Shop in the market? why?

The strategy, structure, and rivalry in China threaten the expansion of Top Shop. Given that most firms in the country are owned by the government, the expansion of a privately owned business such as Top Shop is therefore threatened.

Competitiveness of Top Shop

To what extent do you think the competition is intensive in the fashion market in China?

The competition in the fashion market in China is very intensive. This is because there are local companies that understand the local tastes and preferences well. In addition to this, there are foreign firms that have invested a lot of effort and resources into understanding the fashion market.

Can you recognize any unique features of the Top Shop to attract Chinese consumers?

Top Shop comes from the Western world, which is well advanced. This will definitely attract consumers especially those who love the Western culture.

Can you identify the most significant strengths of Top Shop in the fashion market in China?

The most significant strength for Top Shop is that the firm has adequate resources. This is due to the fact that its parent company, Arcadia Group, is well established. With adequate resources, Top Shop is at an advantage over the other firms.

What are the strategic positions of Top Shop you think compare within the rivalry in the fashion market?

Top Shop should adopt market penetration and produced goods that already exist in the local market.

It also can adopt market development by providing =western goods in the Chinese market.

Opportunities and Threats for Top Shop in China

Can you identify any opportunities for Top Shop in China?

Top Shop has vast opportunities in China if it manages to establish itself in the Chinese market. It will greatly increase its sales as well as profits. The firm has also an opportunity to study the Chinese culture and way of dressing. This is of a very great advantage to its fashion business as it can sell the goods inspires by the Chinese way of life to the rest of the world. This will definitely its sales to the people in the Western world.

What are the expected threats for top shop in China?

Top Shop expects numerous threats in China. One of the most significant is that the firm does not understand the Chinese peoples’ tastes and preferences, which is very different from that of the rest of the Western world. This has really contributed to the failure of numerous companies such as Marks and Spencer.

Considering the opportunities and threats, do you think the Top Shop will success in China market or get failed? Why?

Considering the opportunities and threats, I think that the company will succeed in the Chinese Market. This is because the company has partnered with Shangpin.com, something that will help it understand the local taste and preference.

Can you identify the major factors that may contribute to the success of Top Shop in China?

The factors that may contribute to the success of Top Shop include:

  1. It has adequate resources to fund their establishment in the Chinese market.
  2. It’s partnership with Shangpin.com is also a major advantage.
  3. Can you identify the major barriers to the success of Top Shop in China?

The following are the major barriers to the success of Top Shop in China:

  1. The lack of understanding of the local taste and preference.
  2. The high level of competition in the Chinese market.
  3. The lack of adequate resources to finance its expansion in China.

Strategic Marketing Plan for Top Shop in China

So what are the proper market entry strategies for Top Shop in China?

Given the nature of the Chinese market, Top Shop has a number of proper market entry strategies that it can choose from. They include:

  1. Partnering with a local company such as Shangpin.com.
  2. Top Shop can also purchase a local company in order to infiltrate the local market.
  3. They can also choose to franchise.
  4. What are the expected benefits/ threats for Top Shop to adopt the standarisation strategy in China?

The benefits of Top Shop adopting the standardisation strategy in China are:

  1. It will help build the image of Top Shop’s products thus attracting consumer interest.
  2. It shall also allow Top Shop to reduce the cost of its sales which definitely translates to high profits.
  3. The strategy will also help simplify the operations of Top Shop.

The main threat of this method is that it does not take into account the differences in tastes and preferences of the people in different parts of the world.

What are the expected benefit/ threats for Top Shop to adopt the localisation strategy in China?

The benefits of Top Shop adopting localisation include:

  1. The strategy will help Top Shop gain a reputation in the fashion industry.
  2. It will also help in the development of the auxiliary service providing firms such as banks.
  3. It also helps minimise the cost of production.

The main threat of Top Shop adopting the localisation strategy is that might lead to dependence on other firms in the industry.

How Top Shop position their brand in China? with standardisation or localisation strategy? Or other kind strategies?

The most appropriate strategy for Top Shop is localisation. This will help them position their products in the Chinese market.

Can you identify the target market segments for Top Shop in China?

The target market segments for Top Shop include:

  1. Footwear for both men and women
  2. Children’s clothing
  3. Women’s clothing

All of this should target the high and low income earners.

What are the major characteristics of the target consumers of Top Shop in China do you think?

The target consumers for Top Shop should be people who are well exposed and attracted to the Western culture as well as way of living.

Considering the situation in China and Top Shop, what suggestion could you give on the product strategy for Top Shop in China?

Top Shop should focus on the above stated target consumers in order to succeed in the Chinese market.

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