Global Marketing - Maotai Expand in the UK Research Proposal

Essays on Global Marketing - Maotai Expand in the UK Research Proposal The paper â€Å"Global Marketing - Maotai Expand in the UK† is an intriguing example of a research proposal on marketing. Maotai traces its roots back in Southwest China which is believed to have an exceptional climate other than its vegetation that is the reason why Maotai has a peculiar taste. Being the first Chinese wine to be produced on a large scale, Maotai has gained worldwide fame. According to toTadla (2007), between1644 and 1911, the wine realized a 170 tons output. Expanding business to international levels is majorly meant to reduce competition and taking advantage of other opportunities that have not been explored. In recent years, increasingly fierce competition in the domestic spirits consumption market in China and limited market space has contributed to the diversification of some conditional spirit enterprises which begun eying international markets.Most companies are expanding production to international levels as a way of diversification. Local markets are crowded with more producers joining and therefore increasing competition. International markets provide opportunities for expansion and productivity. The Wines and spirits market in the United Kingdom is among many international markets with high potential for investors. China’s Maotai intends to expand into the UK market and increase productivity while introducing the Chinese culture in the UK (Landsperger, 2009).This paper aims at discovering the opportunity for Maotai to expand and occupy the UK market. This research gives a clear understanding of Maotai, how marketing is done in the UK, highlights consumer behavior, cultural marketing, and other marketing methods to effectively integrate existing resources and solve problems. In order to make Maotai acceptable by consumers in the UK and build the real value of the brand in the UK market, it is important to understand the market and possible consumer behavior towards Maotai. This will give wine producers an upper hand in f orming the core competitiveness of enterprise marketing. The conclusion of the paper provides a recommendation on whether it is wise or not to expand the production of Maotai into the UK market or not.2.0 BackgroundChina has a long history of wine and spirits brewing especially Zunyi in Renhuai province. This has grown to be a Chinese cultural heritage, also is regarded as one of the Chinese nation "epitomai". Maotai became a national liquor in 1915after being named in San Francisco during the Panama-pacific exposition. Other medals won by Maotai include the 1985 and 1986 medals at the International exposition in Paris making international awards fourteen and twenty awards domestically since china became a republic. Initiatives for the Chinese spirits and wines to explore international markets started long ago. In 2011, Wuliangye and Hongloumeng joined hands to improve product appearance in Seoul, South Korea. Wuliangye also held a tasting named ‘World wine Wuliangye-Meet in S eoul’ in Seoul. The opening up of Chinese wines and spirits to foreign markets made a good start. However, the path of the internationalization of Chinese spirits is not optimistic. The expansion of the overseas market is also walking slowly.According to Cao (2004), Cao, a Chinese poet for over one thousand years ago in his poem ‘Three Kingdoms’ sung out a poem that ‘How to dispel melancholy, only has the Duking.’ And the poem is for the world universal appeal. It is evident that the Chinese people's love spirits already penetrated the bone marrow. However, it is absurd that as a major power exporter of spirits, China has not fully penetrated the international market, especially the UK market. According to the latest figures, the Maotai mainstream market almost disappeared in the UK.