Best Buy Inc.docx - Best Buy Inc Dual Branding in China Canada Entered the market with 1 competitor(fragmented market(Future Shop Strategy store

Best Buy Inc.docx - Best Buy Inc Dual Branding in China...

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Best Buy Inc. Dual Branding in China Canada: - Entered the market with 1 competitor (fragmented market) (Future Shop) - Strategy: store expansion, buying Future Shop and creating a dual brand strategy Dual Brand Strategy: How? China 1. Best Buy: - Open first store December 2006 and 2 more in the following year 2. Jiangsu Five Star - 135 stores plus 25 additional Understanding Marketing Management - International expansion Analyzing Marketing Opportunities China: - Liberalization of the economy, GDP growth 10% annual (macroeconomic factors) - Low labor cost - Third largest consumer market Buying Behavior Business to Consumer - Educating consumers on the features and benefits of technology and environment - Business decision based on consumer trends “consumer being knowledgeable enough to choose products and preference of shopping in a consumer friendly environment”. Company changed to introduction of self service, reconfiguration of store “discount style” and the placement of its salespersons Buying Behavior Business to Business Selecting Target Markets
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