A B2C Marketing Plan for Darkglass Electronics in China

The objective of this thesis was to develop marketing suggestions for Darkglass Electronics in the Chinese market. The intention of the thesis was to research the Chinese market and the marketing channels used in China. Another intention was to carry out a situational analysis of Darkglass Electronics and their competitors. The theoretical framework was based on literature about product marketing, marketing channels and buyer behaviour. The study was carried out in the form of a digital questionnaire, which was sent to the representative of the company. The analytical approach was qualitative to ensure an in-depth understanding of the situation of the company. Furthermore, the study also involved intensive online research into the Chinese market. The findings indicated that the company were not aware of the marketing channels available in China. This thesis worked to solve this issue and to provide suggestions on how to improve the company’s current situation. In conclusion, there is room for Darkglass Electronics to improve their marketing approach in China. By following the suggestions found within this report, the company will be able to develop their marketing strategy to be as effective and efficient as possible