MARKET AUDIT AND COMPETITIVE MARKET ANALYSIS
Of the guidelines presented, this is the most product or brand specific. Information in the other guidelines is general in nature, focusing on product categories, whereas data in this guideline are brand specific and are used to determine competitive market con- ditions and market potential.
Two different components of the planning process are reflected in this guideline. Information in Parts I and II, Cultural Analysis and Economic Analysis, serve as the basis for an evaluation of the
product or brand in a specific country market. Information in this guideline provides an estimate of market potential and an evaluation of the strengths and weaknesses of competitive marketing efforts. The data generated in this step are used to determine the extent of adaptation of the company’s marketing mix necessary for successful market entry and to develop the final step, the action plan.
The detailed information needed to complete this guideline is not necessarily available without conducting a thorough market- ing research investigation. Thus another purpose of this part of the country notebook is to identify the correct questions to ask in a formal market study.
The country is China.
The product we would like to generalize is Disney+.
please do some research about Chinese market that could help me to generalize Disney+ in China.
Follow the guidelines to do some research and give some opinion or suggestions to help generaliztion of Disney+
You do not need a lot of information but important information.
Compare and contrast your product and the competition’s product(s)
1. Competitors’ product(s)
a. Brand name
2. Competitors’ prices
3. Competitors’ promotion and advertising methods
4. Competitors’ distribution channels