Jotun China - Coloring the Internet
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- Kina 
The aim of this thesis is to provide Jotun China Decorative Paintings with knowledge and insight in the Chinese e-commerce industry and the consumers’ behavior and preferences. Its aim is to show Jotun China how they can utilize this growing online trend in order to increase their market share in the Decorative Paint segment. Jotun China Decorative Paints have already been online on Tmall.com since 2011, but have not been able to get a solid establishment on this platform. They are in a highly competitive market with many providers, both multinational and local enterprises. This is why it is important that Jotun China get a clear and comprehensive understanding of the market they are operating in, in order to be able to compete. Moreover, their current marketing strategy is strongly limited. Those who influence the selection of a brand and how the process is conducted needs to be further defined. Based upon the data collected from various interviews it can be identified that two parts, the DIY and professionals, make both onlineand offline purchasing decisions. Still there are some differences that appear online. Because Jotun China can influence the purchasing process they should position their sales and marketing efforts to fulfill consumers needs and improve their online establishment and presence. To improve their online presence and expand their brand awareness, they have to target the main decision groups and implement a new strategy. A more detailed analysis and further recommendations are discussed in the thesis, with the intention that this will help Jotun China become more advanced and recognized on the Chinese e-commerce market.
Bacheloroppgave i Internasjonal Markedsføring fra Fudan University i Kina, 2015