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Heterogeneous Features of the Frozen Food Market in China: A Case Study of Heinz Guided by Integrated Marketing Philosophy
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2012 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Guided by integrated marketing theory, the foundation of integrated marketing is the understanding of market and customers. The first step is the utilization of marketing tools. This study analyzed the sales data from 2009 to 2011 and focused on the salience of four main marketing tools used by Heinz. Primary information and data come from inside of the company. Our analysis has shown Heinz’s profit structure, regional characteristics of the Chinese market, and the effectiveness of promotional activities. The main finding of this study is that regional factors significantly influence the company’s marketing strategy in the Chinese business environment. Also, cultural divergences do have an impact on the company’s business operations. The limitation of our study is that this data set spanning three years cannot represent the situation in the long run or holistically.

Place, publisher, year, edition, pages
2012. , 47 p.
Keyword [en]
Integrated Marketing, Marketing Tools, Regional factor, Heinz, Chinese Frozen food industry
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-196607OAI: oai:DiVA.org:uu-196607DiVA: diva2:610466
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2013-03-12 Created: 2013-03-11 Last updated: 2013-03-12Bibliographically approved

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
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Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
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