Kingstone College
China Study Abroad Marketing
Project Brief
(Team 2 - Claudie, Jackson, Patricia, Hans, Tom)
JANUARY 10, 2021
(Team 2 - Claudie, Jackson, Patricia, Hans, Tom)
JANUARY 10, 2021
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.
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)
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
40% China
25% US
15% France
13% Germany
7% Others
TJ Goods Marketing Project should be finalized by the end of the term (one week before the study abroad ends)
Due Date | Duration | |
---|---|---|
Project Draft | 02/20/2022 | 2 months |
Project Final | 05/18/2022 | 5 months |
* 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.
The project's success will be measured depending on the FINAL results.
Project Implementations
Company Feedback
Final Grade