In the year 2013, a group of Tsinghua IMBA graduates determined to initiate a business, basically labelled "topline technology", to aim Chinese consumers through vendoring consumer goods reviews and rankings predicated on the analysis and reviews. Setting "independent" and "honest" as its core value, the firm is determined to help Chinese consumers with better information. CCR faces several important challenges. The greatest challenge is how to create trust.
The trust dilemma general in Chinese society means that CCR has to convey a clear message of trustworthiness and its independence to its targeted consumers. Why should consumers consider CCR is reasonable? How can CCR take advantage of current social media platforms such as Wechat and microblog? Eventually, the center of as marketing is to satisfy customers needs with profit. The best way to produce profit can also be discussed. Teachers can use the case why just employing the idea of consumer reports in the usa to China may not be enough: to investigate ethnic differences between the east and also the west.
PUBLICATION DATE: February 01, 2014 PRODUCT #: TU0060-PDF-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
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