| Infifon Hong Kong Ltd. (IFHK) is the exclusive distributor of premium Cuban cigar in mainland China. The present report discusses this company's marketing strategy in the Chinese market. It is organized into three parts. The first part examines the macro-level factors influencing the competition dynamics in China's tobacco industry. The second part conducts an overview of IFHK through introducing the company's product strategy, distribution strategy and promotion strategy. In the third part, this report offers suggestions for IFHK to consider in further marketing activities in China. In response to its current mass marketing strategy with Chinese cigar smokers, this report suggests that the company focus on the segment of business executives and launch target marketing. Along this line, issues related to the positioning, pricing, distribution and promotion of premium cigar are touched upon. |
