B& adenine;Q the largest DIY retailer in Europe, entered the Chinese market in the year 1999 by opening a ancestry in Shanghai through a joint venture with base Decorative Building Materials Limited, a Shanghai based lieu developer (Murphy et al., 2006). Although B&Q does very well in Europe, Chinese DIY market is quite different from western markets in many another(prenominal) aspects mainly owing to the characteristics of Chinese consumers? behaviour.
Do-It-Yourself (DIY) Concept was successfully developed in western countries for several decades owing to its convenience, timesaving, thrift and the interests during the process of do-it-yourself. B&Q was a pioneer in launching the Buy-It-Yourself (BIY) concept in the retail stores in mainland China (Gilman, 2003). Even though it was a new concept in the field of decoration in China it became popular in recent years, especially in Shanghai, which is the most modern and swagger city where people are always ready to pay new things from the outside solid ground in Mainland China.
Company backgroundB&Q was founded in March 1969 in Southampton, England by Richard Block and David Quayle. The store was originally called Block & Quayle, but this was soon trim down to B&Q. B&Q is the largest DIY retailer in Europe and the third largest in the world. It is a subsidiary of the retail group Kingfisher plc, which is listed on the London Stock Exchange.
Up to nowit has assailable more than 775 chain stores in 13 countries and regions in the world (B&Q history, 2004).
Literature ReviewB&Q?s International marketplace Entry in ChinaWith the increase of Chinese people?s living standard, more and more of them have incremental ability, blueprint and desire to improve their homes, which offered a good environment for foreign-invested DIY irons? (like B&Q, IKEA, etc) emergence in the Chinese market.
B&Q started to globalisation of its business around the...
If you want to construct a full essay, order it on our website: Ordercustompaper.comIf you want to get a full essay, wisit our page: write my paper
No comments:
Post a Comment