Generally speaking, the paper "The English Wiz International Marketing " is a great example of a marketing case study. The English Wiz is a language Software developed in Australia and it is to be marketed in China. In recent years, China has fast developed into the emerging global economic powerhouse. Since joining the World Trade Organization, China has welcomed and supported technological development initiatives including in the Education sector in which students need to train in both local and foreign languages. Because of these needs, China has since strengthened its legal mechanisms and streamlined its Intellectual property (IP) laws together with Trade-Related International Property Systems to harmonize them with WTO provisions (Hai, 2000). The English Wiz is a unique language education software and is expected to establish itself within the Chinese market.
The is an increasing market for language education following China’ s fast economic growth and globalization that has created a high need for foreign language skills by both students and professional employees (NDRC, 2011). In the Education sector, some segments such as those associated with language development (language training and language technologies) have been termed “ non-core” hence are not quite restricted and controlled by the Chinese government.
This is an important advantage for market access and entry by the English Wiz (Torrens, 2010). Introduction The Australian developed English Wiz is only one of its kind and English language software that has been tailored to aid senior secondary learners to sharpen their English writing and grammar skills. This software is to be marketed in the Chinese market. In the past few decades, China’ s economy has tremendously grown to become one of the worlds largest. Ever since 1993, China’ s number of foreign direct investments has remained high putting China in the second-best position every year (Chen, 2001).
Having the world’ s largest pool of skilled labour, coupled with the highly untapped rural labour resource, China presents one of the best foreign investment opportunities to be tapped. It is because of the fast-growing rate of China that has earned her the “ economic powerhouse” title (Chen, 2001). For this reason, we target to market our English Wiz in China so as to tap into the enormous market potential. Target Market Since joining WTO and opening up to foreign participation in many sectors, China has recorded tremendous economic growth rates which have necessitated multilingual employees in various sectors (Hai, 2000).
Subsequently, therefore, this has increased the need for training Chinese citizens to undertake language training. The English language is one such language that is highly pursued in China for its significance in areas including; politics, education, entertainment, business, and technical research (Hai, 2000). The target market for the English Wiz software in China will comprise of Chinese secondary schools which are also referred to as middle schools.
The middle schools consist of the junior middle school (ages 13-15) compulsory, and the senior middle school (ages 16-18) (China Ministry of Education, 2011). Our market segment target will include both the regular and vocational middle schools countrywide. However, the marketing strategy will first cover major cities of China before spreading to rural populations. Some of the major cities include; Shanghai, Beijing, Dalian, Hangzhou, Shenyang, and Guangzhou among others (Torrens, 2010).
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