Analysis of Business Environment of Uk and China

Analysis of marketing communication environments of China and UK

Analysis of the marketing communication environment of China and UK is done on the basis of four factors majorly influencing the communication environment.

China

China's economic boom resulted in rapid development of living standards of Chinese population as well as the enhancement of national income. The size of current Chinese market is huge including both the existing and potential consumers. This fact affected the communication process, the selection of tools of communication and their impending costs.

Size of Market and regional differentiation - economic and social factors

In China, various regional markets have different economic situations which lead to changing consumption power in each region. This is because of the verity that each region has its own demography, history and economic policies. That makes the companies question the marketing communication strategy in china: whether a decentralized strategy is enough for the whole country or different regions need different strategies. This solely depends on the purpose and aim of marketing in that region. If the answer to above question is yes, then marketers are required to research different regions separately. This leads to pinpointing the objectives for regional marketing communication and hence finalizing the strategy in each region.

Culture, Language and civilization - social and economic factors

Chinese language is completely different from Latin which means that careful consideration is required while translating the advertisements, product descriptions, messages or instructions given on the leaflets of projects. It is commonly known that western and Chinese literacy are wholly different both in the meaning and characters. It is necessary for the companies not to make mistakes about the dialect and literacy. Accurate and planned information should be delivered to the Chinese customers. The Chinese culture is unique and the marketing communication mix must respect that uniqueness because Chinese people take very in it. It is necessary that promotion tools must mix the traditional ways with the up to date approaches. China is different from America and the promotion in it should not be allowed to be as direct as in America and thus it is necessary for the marketing communication to pay proper attention to taboos of the culture in China. China is a combination of different ethnicities and in different parts of china, the culture and traditions may vary in context. Companies should remember that by finding out their own target group and keeping in mind their culture.

Accessibility of Media - political, communal and technical factors

It is very important to select suitable media for the media availability. There is a lot of growth in mass media like radio, TV, Internet, mobile phones etc in 21st century in china but the most important of all is digital media. A survey was done in 2012 showing the digital media of Chinese have outgrown others and had become the mainstream media. The users frequently access it and spends hours on it. The limitations of mass media of Chinese are also very well known as Face Book and Twitter being banned by the Chinese government; the amount of commercial advertisements are limited on TV by Chinese law; exaggeration and use of superlatives in advertisement are not allowed; some famous newspapers are only published regionally etc. All this suggested the use of IMC (Integrated marketing communication) for gaining success in China.

Government guidelines and Legal constraints (political factors)

Companies should be familiar with the basic legal issues of China and those of the government agencies agendas for the regulation of marketing communication means. They should know about what they can do in China and what id banned. The marketing communication strategy is regulated by the "Advertising law of the People's Republic of China" which banned the marketer's from comparative advertising. Also the use of superlatives and exaggerations are not allowed under this law.

United Kingdom

United Kingdom is the sixth largest economy in the worlds with partially regulated market economy. Following are the factors that impact that strategic planning

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