Jewellworld.com–Online Jewelry Shopping in China Harvard Case Solution & Analysis

Marketing Manager Jewellworld.com faced with a saturated market of Hong Kong, and should consider ways to expand the business. At a meeting with the marketing director, who was responsible for the development of Hong Kong and the Chinese jewelry market, one of the main themes of the strategy was to expand online shopping in B2C in China, but the marketing department employees held different opinions. The immediate question was whether Jewellworld.com should move in B2C area at full speed, or wait and see how the other competitors were living in the Chinese online market. Another issue that Jewellworld segmentation should be used if they decide to enter the B2C market in China. Competitor was established retail stores throughout China. The question was Jewellworld should aim to cover all market segments and product lines, or target young people, who tend to use the Internet more often. "Hide
Shigefumi on Mackinac, Anthony Fong Source: Richard Ivey School of Business Foundation 22 pages. Publication Date: May 16, 2005. Prod. # 905A09-PDF-ENG

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