Abstract
Today being global is the new trend. A company has to be global to survive in the rough and competitive environment. There are more and more competitors and to be profitable a company needs to seek for new markets. The purpose of this paper is to discuss a marketing audit and critique of on-going marketing efforts, and to create a detailed marketing plan for entry into a new country in which the company is not yet present in China.
China is one of the most attractive market in wine with Japan. The demand is largely superior to the offer. The importation of wine are increasing +36% of volume. France is the first exporter of wine in China, and it keeps increasing +200% between 2004 and 2005. High quality wine sells good in contrary to cheap wine which don't sell that great. The way of consuming is in small quantity.
The Chinese Government integrated in 2001 the World Trade Organization. This was a big step to reduce the barriers for foreign investments and a huge change for a communist country, which accepted for the first time to really open its economy to the world and reduce it protectionism in favor of its local companies.
In October 2009 China became the third largest world economy after the United States and Japan. The Chinese economic growth in one of the fastest in the whole history, with a growth rate that approaches 10% since the last two decades. China was hurt by the worldwide financial crisis, because many companies and banks have investments in the United States.
