Research On Marketing Environment And Strategy Of Chinese Air-Conditioners In Kazakhstani Market

The quick development of technology in recent decades has revolutionized the global market,enabling businesses to enlarge with ease.International markets give endless opportunities,but target market’s market research is essential to conduct,in order to ensure a successful entry to the foreign market.A marketing analysis is a study of market viability.This is the appeal of a particular market in a particular industry.Marketing analysis is like a business plan that gives information about the market for company,that is going to operate.This thesis focuses on analyzing the main marketing issues of the company,as the target market,the brand and the distribution channels.The research objectives are to reveal the challenges facing Changhong if it wanted to successfully export its household appliances(air-conditioner)to Kazakhstani market,and to propose a market entry strategy for the company.Firstly,it was important to develop a logical and practical research plan.Secondly,an internal(SWOT)analysis of Changhong Company and external(PEST)analysis of the Kazakhstani market and a competitor analysis were also carried out.The aim of this thesis is to form a marketing analysis for Changhong Company on the basis of an analysis of its external and internal marketing environment.The business marketing environment of Kazakhstan and Changhong’s target market has also been analyzed and evaluated with the purpose to figure out whether Kazakhstan could be a prospective country for investment and market entry.The primary sources for data collection were studying and analyzing books,reports,journals,articles,and literatures cooperative with diverse study models as well as market research methods.The theoretical part provides information about the relations between China and Kazakhstan,market segmentation,types of marketing analysis and the opportunities for Changhong to enlarge their business in Kazakhstani market.Two types of research were included to empirical part: quantitative and qualitative.A quantitative approach was done by fulfilling a survey with a number of participants in the field of Chinese air-conditioner products in the capital city of Kazakhstan,Astana.A qualitative approach was applied to an interview with the product manager of the Changhong company in Mianyang city,China.The final part of the thesis reports the results of the study,conclusions and recommendations for Changhong for entering the Kazakhstani market.