Questions 16-22 • Look at the notes about an enterprise. • Some informa

M: The core ability of MKC Company is to provide limitless opportunities for career women and teach them how to take care of their skin and use cosmetics, and supply the consumers with the best personal service by its product. In order to obtain success in the Chinese market, the following information about the Chinese consumers should be taken into consideration:
      First of all, in the reforming and open China, most of the learned females tend to accept foreign culture willingly and large groups of career women desire for foreign cosmetics, brands. Most of them enjoy high ability of consumption.
     Secondly, the consumption concept of the Chinese consumers is changing rapidly and more and more people have started to pay attention to their life quality and pursue fashion. The consumer groups are the career women of the age between 25 and 29, accounting for 39% of the total population.
     Thirdly, at present the Chinese consumers mainly buy cosmetics from the retail stores, with a little from direct sales. They usually buy the articles of skin care, cosmetics, and perfume and the brands go as Avon, Balei, Dabao, and so on.
     Now I’ll make some suggestions about the marketing strategy that our company should take in developing the Chinese market.
     Price—The consumption psychology of the Chinese consumers is mostly for practical and economical purpose. The prices of the middle class series products should be similar to that of Avon or a little lower, so as to maintain some price competitive advantage.
     Product—The purchase decision of the consumers depends on their recognition of the brand. The company should always promote its product brand, which includes improving various elements that exert influence on the brand, namely quantity and quality.
     Promotion—The company should use the combination of media propaganda. The personal introduction of users can be presented to the consumers through various media such as TV, redio, and magazines to strengthen their recognition of the product. The company can also promote products through beauty salon, so as to help the target consumer groups to recognize Mary Kay Products.