TJ Goods is a FMCG (Fast-moving Consumer Goods) company headquartered in Shanghai, China. It is the 3rd largest FMCG company in the world and 1st in China.
Company name: TJ Goods
Details: FMCG (hygiene products, childcare, food)
Corporate HQ: Shanghai, 120 locations worldwide
Competitors: Harrisons, Parington
Operating Income: 10.45 billion USD (2018)
Number of Brands: (owned worldwide): 297
Our goal is to create a better daily life for people. Our business plan follows this vision by providing a variety of products at affordable prices. "Serving the world, better than ever"
The Marketing Project focuses on analyzing large consumer goods companies in China during the study abroad term (Spring 2019) and outlining suggestions to implement into the company's US marketing efforts. Our team chose to analyze TJ Goods, their implementations in China, and their global marketing strategy. We find this company relevant because they are already operating in the States (in 14 different locations)
1. List 3 recent TJ Goods' marketing campaigns that led to increased revenue by 35% in the past 2 years
2. Analyze 2 global competitors in detail (market share by percentage)
3. Suggest 5 new long-term marketing strategy ideas for the US market
4. Find 3 new local (US-based) brands that can potentially be bought-out by TJ Goods
The target market of TJ Goods is mainly located in China, where the company is headquartered and operates in more than 50 locations around the country.
The second target is in the US, where the company plans to focus more in terms of its global expansion strategy.
TJ Goods is known and active in the European market (and other markets such as India and Thailand) but these countries are not listed under their current expansion plan. ( Global Expansion Strategic Plan, 2015-2020)
25% United States
* More information about the dates can be found in the syllabus, 4.2 Study Abroad, China
Team 2 will focus on developing the US-focused international marketing strategy of the FMCG giant, TJ Goods. As part of this project, the team will collaborate with the TJ Goods' marketing department to receive the necessary insights and feedback to move forward.
The project doesn't include strategies for other markets or strong analytical solutions because of the lack of data that can be provided by the company. Team members won't have access to confidential data and information about the customer base of the company.
OUT OF SCOPE
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