Mercury International Ltd is an important company in the world, which is the frontrunner in the shoe manufacturing market. This has become the topmost player in the market by their specific brand names. This worldwide giant in the industry achieved a major share in the global footwear market. It is then trying its best to achieve a 10% of the Chinese apparel market and is trying to make 10 million unit annual sales. This will be not a risky matter as concerned as this global giant as it is coming with the special popular brand names like Puma, Reebok, Nike, etc. These brands are having great opportunities in the Chinese market.
Marketing of the Mercury shoes
As marketing is the important criterion to make an increased sale, there should be better marketing tactics to capture the Chinese market. China is the biggest country with its population in the world. The big population makes the marketing team a difficult effort to capture the place. At the same time, it will be easy for them to attract customers from this giant population. Mercury shoes are trying to find a new opportunity in the Chinese market. It is not only aimed at shoe manufacturing and sale, but also in the whole apparel marketing. This will be more helpful to find the customers. “With the growth of income, the Chinese have spent more money on consumer products than ever before.” (Abernathy et al, p.13)
There were new trends in the market. “Through the opening of China, the international fashion trends started entering the country more intensively. Chinese men set a high value on image and quality. That is why they choose clothes in good and very good quality and highly western style, mostly Italian, with some typical Chinese details.” (Miller, 2010)
This provides a huge opportunity to find a place in the market. Chinese people are always the foremost players and participants in every game including football, Athletics, and even trying to promote cricket there. Thus the youths are more concerned about the branded items in their dresses and footwear. They will be keenly looking to promote their style in those games with better apparel and are spending much to buy those items.
To achieve the 10% in the market of China, there should be proper supply chain systems. It must cover all the places in the market and have to be with good management. It must capture the place of youth and have to start a new production line. As apparel marketing is very strong, there is a need to acquire the market share and has to move the product on the demand. It has to meet the potential demand and also the growth in the Chinese market. There should be a proper distribution system and supplier and retailers should be interconnected and has to go with a mutual understanding. “For foreign apparel brands to enter the Chinese market, selling through standardized stores/ counters in high-end department stores is the priority choice as it helps promote brand image and reach the affluent consumers. Though, it is not easy to set up stores/ counters in these department stores as they impose strict entrance requirements in the aspects of market standing and sales record.” (LI & Fung Research Center, 2006).
The Mercury shoe company ahs to promote better operational plans to aim the 10 million unit annual sales. China is one of the countries which have had no injuries from the hit of the global recession. This shows the strong economy of the Chinese market and it will be an easier and tough task to formulate a business plan in such a populous country. It has started to work out its plan by decreasing the price. It has to start the new product development in all places of the Chinese market and has to deeply study the market. It should be better to find the opponents and to expose the quality of Mercury’s products. It has to build a strong productivity lineup according to the demand in the market. The company has to achieve the target of 10 million annual sales with the faster growth and should provide some incentives to the retailers and also to the customers to attract more and more people.
References
Abernathy et al (1999). The Development of China Apparel Industry. Web.
Li & Fung Research Center (2006). China’s Apparel Market, 2006. Industry Series. Web.
Miller, Roger (2010). Analyzing the Chinese Apparel Industry – A New Market Research. Live PR. Web.