The Growth of Brands in the Chinese Market, and the Potential Opportunity for a Premium Coffee Brand

Jose Luis Munera

Manchester Business School

July 13, 2013
Declaration
I hereby declare that this research paper entitled Chinese Market for a Premium Coffee Brand for the degree of Masters of Business Administration at Manchester Business School
is my original work. I also declare that this paper has not been submitted by other person other than me for any degree at this or any other university. It is completely my own work and the materials consulted have been properly acknowledged and quoted.

Jose Luis Munera
July 13th 2013

Abstract
The growth rate of Chinese market has been phenomenal for past few years. The GDP growth rate of the country had been 9.6 in 2008, 9.2 in 2009, 10.4 in 2010, and 9.3 in 2011. Having a population of 1.3 billion people, China has been a lucrative market for all major global brands and they strive to enter this market to capitalize upon the great potential it has. However, the organizations should not be moved by the world’s biggest population, but they should focus upon their target market and target population. This paper’s objective is to discover which kinds of consumers belong to a premium brand target group, how they tend to develop a premium brand and what are the main characteristics of a premium brand. This paper also tends to observe the key obstacles and differences within Chinese market for the foreign brands.

Acknowledgement
This research paper would not have been possible without the support of many people. I wish to express my sincere thanks to my tutor Mr. Malcolm Smith who was very helpful and offered his assistance, guidance and support. I will not forget my best friends and family members who have supported me throughout my studies and without their endless love and understanding the study would not have been complete. I would also like to thank my Internet service…