Kingstone College

China Study Abroad Marketing

Project Brief

(Team 2 - Claudie, Jackson, Patricia, Hans, Tom)
JANUARY 10, 2021

Company Profile

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

Mission Statement

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"

"Serving the world, better than ever."

Project Overview

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)

• Research TJ Goods' strategy in China vs. Global
• Create a competitive analysis of TJ Goods market (global)
• Write a report (10 pages min) outlining their analysis and suggestions

Project Objectives

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

Target Audience

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

Schedule

TJ Goods Marketing Project should be finalized by the end of the term (one week before the study abroad ends)

• Project Draft: Project Draft should be written and submitted through BlackBoard before 02/20/2019.
• Midterm grade and feedback
• Project Final: Project should be finalized and submitted before 05/18/2019.
• Final grade and feedback

* More information about the dates can be found in the syllabus, 4.2 Study Abroad, China

"Affordable prices for a variety of products."

Project Scope

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.

IN SCOPE:

• Analyzing public data, finding creative solutions based on marketing campaigns in previous years
• Access to company's campaign documents and reports (to be included in the report) 

OUT OF SCOPE:

• Marketing solutions based on customer-centric big data analysis (company customer database will not be shared)  
• No budget to be spent. The project should be managed with no costs, the company is not responsible for extra spendings (software etc.)  

Success Measure

The project's success will be measured depending on the FINAL results.

• Did we meet the objectives on time and receive positive feedback from TJ Goods about implementing the project into their company's global marketing strategy?
• How did the Academic Jury evaluate our project? 
• What grade did we receive?
• Did we improve compared to the "Stage 1"?