Heitz Parsons Sadek's Marketing Strategy In The Chinese Market: An Analysis

This paper offers an in-depth analysis of HEITZ PARSONS SADEK (HPS)'s marketing strategy in the Chinese market. HPS is an American firm providing the service of interior design to the high-end customers in hospitability. To establish focus marketing's long-term attractiveness for HPS, the author starts with an investigation of the firm's external and internal environment, arguing that 5-star hotels and upscale public housing are the two major segments where HPS should compete. Along this line, the author suggests that HPS emphasize passion, world standard in quality and professionalism in positioning its product/services. Given the unique characteristics of its product and its status of being a new comer to China, the author perceives that interaction and close communication with clients constitute the primary focus in HPS' marketing tactics and activities. Suggestions are put forth regarding product, pricing, placement and promotion in the spirit of developing interactive relationship with clients.HPS set up a representative office in Beijing in 2004. In the capacity of chief representative, the author participated in the whole process in which HPS managed its entry into the Chinese market and decided about the business strategy for its China operation for the coming few years. This has allowed the author a full access to the data used in this paper.