International marketing- Secret Recipe in China

TABLE OF CONTENTS

1.0) Executive Summary …………………………………………..………..

……………… 1

2.0) Introduction ……………………...

……………………………………………….………. 3

2.1 Purpose

2.2 Scope

2.3 Methodology

2.4 Limitations

3.0) Findings and Discussion

3.1 Introduction – Product &

Country………………………………………….… 4

3.2 Targeted market……………………………..………………...

……………..…… 6

3.3 Culture ……………………..……………………………….

……………….…....…..7

3.2.1 Language

3.2.2 Attitudes and Values

3.2.3 Business culture – Relationship development

3.2.4 Product adaptation – Think Global, Act Local

3.2.5 Subculture

3.4 Economic aspects

…………………………………………………………….…. 11

3.5 Other issues ………………………………………………………..

…………….. 13

3.5.1 Demographic

3.5.2 Geographical

3.5.3 Design of the Outlet

3.6 Dangerous

issues………............................................................ 15

3.6.1 Diseases

3.6.2 Usage of Banned Chemicals in Food

4.0 Conclusion

……………………………………………………………………………………….. 16

Reference List……………………………………………………………………..

……………………17

1.0 Executive Summary

Secret Recipe, a restaurant franchise from Malaysia, wishes to

enter the Chinese market. China, with a population of 1.3 billion,

provides for a nearly infinite consumer base with which Secret Recipe

may tap into. Two of China’s most prosperous cities, Beijing and

Shanghai, are the ideal locations for Secret Recipe to set up their first

outlets in. This is in view of the advanced infrastructure in place within

those cities, the high density of population within those cities, and the

potential boost in the economy that will arise from the upcoming

Olympic Games and the World Expo. China’s younger generation which

consists of teenagers and the working-class, since heavily influenced

by Western culture, are very likely to prefer dining in the kind of dining

ambience that Secret Recipe’s outlets will have to offer.

Though a very attractive market the Chinese market may seem,

Secret Recipe must be aware of the cultural issues that may arise

when planning for their market entry strategy. The understanding of

the Chinese culture is imperative in attracting positive consumer

behavior and perceptions, while simultaneously Secret Recipe must

avoid being ethnocentric in this foreign country. Chinese cultural issues

such as language (China’s many diverse ethnic groups converse in

their own respective dialects), attitudes and values, business culture,

MKW 3444 – International Marketing Market entry strategy1

product adaptation, and subculture all must be taken into

consideration if Secret Recipe wishes to succeed in the Chinese

market. For example, Secret Recipe may adapt its products to suit the

Chinese market by including more noodle dishes, as the Chinese have

a favorable view towards consuming noodles.

The economic aspects of China are showing favorably, with

booming GDP growth in recent years. As disposable income in China

increases, so will the amount of customers that may dine at Secret

Recipe increase.

Other non-cultural issues include demographics, geographics,

and the service design of the Secret Recipe outlets in China. It is

noticed that there is a higher average income level in the major cities

as compared to smaller cities. Together with proper infrastructure in

the cities, these factors offer great business opportunities for Secret

Recipe.

Other threatening issues may come in the form of disease

outbreaks, such as the Avian Flu outbreak in recent years. Secret

Recipe must be alert to such events and suit their menu accordingly,

for example by providing more alternatives to poultry dishes.

As with China’s booming economy, there will always be a higher

demand for products than there is supply. Therefore, counterfeit

products bearing the names of de facto manufacturers may appear.

These may be in the form of food ingredients, which may contain some

banned chemicals. Secret Recipe needs to be vigilant in checking their

food supply that such harmful products do not end up in their kitchen.

In order to succeed in penetrating the Chinese market, the

various cultural and economic factors must be taken into account

seriously to try and cater for the whole market while avoiding offense

to any parties.


2.0 INTRODUCTION

2.1 Purpose

The purpose of writing this report is to create a better

understanding towards Secret Recipe’s target market, China.

2.2 Scope

This report will give a clearer picture of the target country, China,

which can help Secret Recipe, a restaurant franchise, determine how

best to enter the Chinese market and whether or not the venture will

be successful.

2.3 Methodology

Resources such as marketing–related books, economic books,

online academic journals and the internet were used to complete this

report.

2.4 Limitations

In this report, only a few prime issues that may determine the

success of the company will be discussed. However, in reality, there

are many more issues that may affect the success of entering the

market.


3.0 FINDINGS & DISCUSSION

3.1 Introduction – Product & Country

China, with a population of 1.3 billion, is the world’s most

populated country (Miller 2004). In a country with such a large

population, the demand for food is surely high. It is because food is the

primary need for human survival (Kotler et al., 2004).

Figure 1.1

Source: China National Bureau of Statistics (stated in Gale, 2003)

According to Figure 1.1, the rise of China’s food consumption is a

significantly good economic prospect and will impact on the world food

demand. The data shown in Figure 1.1 has indicated that China’s total

spending on food and beverage has significantly increased. This has

given Secret Recipe a good prospect of business opportunities in

choosing China as the target country to invest in.


Since China began opening its economy up to the world after the late

1970s, a large number of overseas firms have begun investing in this

country, which has a rich ancient history (Miller 2004). Secret Recipe

has chosen franchising as the market entry strategy. Franchising is

defined as “when a retailer (franchisee) agrees to make some payment

and meet the operating requirements of a manufacturer (franchisor), in

exchange for the right to market the franchisor’s goods or services

under its brand name” (Boone & Kurtz 1998).

Beijing, as China’s capital city, is the country’s political, cultural

and international exchange center. Shanghai, as the largest city, is

also the most prosperous city in terms of Gross Domestic Product

(GDP) in China. Both Beijing and Shanghai are autonomous

municipalities in China, and as such they enjoy the similar economic

and administrative autonomy as a province (Market Profiles on Chinese

Cities and Provinces - Beijing, 2005). The coming year 2008 Olympic

Games will be held in Beijing. Thus, the Beijing government is investing

about RMB280 billion in the city (Market Profiles on Chinese Cities and

Provinces, 2005). In theory, the high investment from the government

should result in higher per capital income in Beijing (Parry and Kemp

2002). Shanghai has also been appointed to hold the World Expo at the

year 2010 ((Market Profiles on Chinese Cities and Provinces - Shanghai,

2005). The Olympic Games and the World Expo are some of the world’s

most important events. Many tourists from around the world will visit

these cities during the event. This will inevitably bring in billions of

tourist dollars into the Chinese economy, thus boosting China’s

economy and benefiting the investors in the country (Parry & Kemp

2002). If Secret Recipe starts up in China, it is going to benefit from the

high investment by the local Chinese government as well as the two

internationally acclaimed events.


3.2 Targeted Market

As a cafe and restaurant, Secret Recipe will tend to attract the

working-class and teenagers. The high average income among the

population in the targeted cities can help ensure Secret Recipe’s

affordability amongst the working-class (AP 2000). As China’s modern

generation has been greatly influenced by Western culture, the

younger generation look forward to it readily (Wittenberg 2001). The

food and beverage that is provided may fulfil China’s younger

generation’s needs. The emergence of the higher working-class has

transformed China from an ideology economy to a capitalist economy

(AP 2000).

By targeting the chosen markets, Secret Recipe can develop a

menu to fit China’s society. Prices, distribution channels, and

advertising can be adjusted to penetrate the target markets efficiently.

Secret Recipe’s adoption of an aggressive pricing strategy against a

leading competitor such as Starbucks can be undergone to grab the

market share in the market.


3.3 Culture

Culture is considered essential for marketing as it conditions

wants and needs, which are the major concepts of marketing, defined

by “the total way of life in a society” (Burca et al 2006). Hofstede

(1983) explains culture as “the way people in different countries

perceive and interpret their world varies along four dimensions: power

distance, uncertainty avoidance, individualisms and masculinity”.

Cultural influences often affect the buyers’ decision in accepting the

product. In regards to this, Secret Recipe needs to understand the

Chinese culture in driving the consumer’s behaviour and perceptions,

while simultaneously avoid being ethnocentric in a foreign country.

3.3.1 Language

Language is the key to a country’s culture and is described as

the mirror of culture (Hollensen 2004). It plays a central role in

marketing communications in an international context as

communication styles and world views are deeply influenced by

language structure (Usunier and Lee 2005). China has many diverse

ethnic groups which communicate in their own respective dialect.

However, the majority of Chinese can still understand and speak their

national language, Mandarin. Language is deemed important as a

marketing communication tool in advertising, personal selling, public

relations, and business negotiations. It also helps to build brand image

and convey marketing information to local consumers (Usunier & Lee

2005). Secret Recipe will incorporate the national language into the

advertising and promotion efforts, as well as communicating with its

customers, suppliers, partners, and the Government (Melewar et al.

2004).

3.3.2 Attitudes and Values


For Australians and Europeans, individualism is an unquestioned

positive value. Individual self-fulfilment and maximal realisation of

individual potential are legitimate and are expressed aims in life. This

view contrasts sharply with most of the Chinese’s views which are

grounded in traditional Confucian philosophy (Brick 2004). The Chinese

are more sociable when integrated into strong, cohesive in-groups in a

collective society. Therefore, word-of-mouth becomes crucial because

they are able to influence one another in being favourable towards a

brand – generating positive attitudes in ensuring brand achievement

(Hofstede, 1994). Brand perception is highly noted within the Chinese

consumers, so new entrants in the market often struggle to compete

with long-established brands. To establish the quality brand of Secret

Recipe, Secret Recipe can hire a local Malaysian artist who is famous

among the Chinese population in promoting its brand. It not only helps

to increase the awareness towards the brand but it also educates the

consumer regarding the specialities of the restaurant and its country of

origin.

3.3.3 Business culture – Relationship development

Business cultures of the Chinese are vastly different to Western

due to the strong influences of Confucius teaching. Secret Recipe could

start the process of establishing good ‘guanxi’ (relationship) with wide

networks of suppliers, retailers, banks, and local government officials

to gain trust in the relationship for mutual benefit and satisfaction. By

getting the right ‘guanxi’, it will minimise the risks, frustrations, and

disappointments when doing business in China (Los Angeles Chinese

Learning Center 2006). ‘Mianxi’ (respect and self-esteem) is an

essential component of the Chinese national psyche. In China, causing

a person to become embarrassed is unforgivable (Brick 2004). Secret

Recipe needs to be aware that the Chinese need for respect and


acknowledgement preside over all business communications and

negotiations (Miller, 2005).

3.3.4 Product adaptation – Think Global, Act Local

China is a vast country and different cultural needs apply to

different parts of the country. In the beginning, Secret Recipe can

focus mainly on including noodle dishes in its menu. Noodles are

considered the most popular food amongst Chinese as they hold

essential position in Chinese cuisine and the superstitious Chinese

consider long noodles to provide them a long life. The menu should

also be designed to be served in family style rather than individually

(Kreutz 2006). Chinese cultures are strongly advocated by Confucius

teaching and usage of knives is prohibited. Therefore, chopsticks must

be available in all outlets and the dishes should be served in bite size.

The cuisine of Secret Recipe should include more meat,

especially pork. Of all meats, pork is the most common in all Chinese

cuisine and the pig is thus respected as the Chinese character for

“home” as a combination of the character “roof” and “pig” (Kreutz

2006). Chinese tea is preferred by the Chinese as a drink during all

meals for clearing the palate of a former dish before proceeding to the

next dish. With this knowledge, Chinese tea should be launched as a

new drink in Secret Recipe. The tea served should also be high of

quality, because it is believed in Chinese culture that a tea worth

drinking must be of high quality (Kreutz 2006).

3.3.5 Subculture

Subculture is a set of people with distinct sets of behaviours

and beliefs that differentiate them from a larger culture of which they

are a part. It may be distinctive because of the age, race, ethnicity,

class, gender, and the qualities that determine a subculture as distinct


may be aesthetic, religious, occupational, political, sexual or a

combination of these factors (Wikipedia 2006).

China officially recognises 56 distinct ethnic groups, the largest

of which are Han Chinese, who constitute about 91.9% of the total

population. The majority of Chinese are non-religious which constitute

about 59% of the population (Wikipedia 2006). China’s religious

distributions are shown in Figure 2.1. It is important to note that the

believers of a majority of the religions do not have any restrictions on

the type of food that they consume.

Figure 2.1: Ethnic groups in China

(Source: World Christian Encyclopedia, vol. 2 Mid-2000 numbers)

However, Buddhists are not allowed to consume beef whereas

Muslims are prohibited from consuming pork. It is essential for Secret

Recipe to have a variety of food choices which do not contain any of

these ingredients, so that most if not all of the Chinese people are

eligible to consume the delicacies irregardless of their religion.


http://en.wikipedia.org/wiki/Han_Chinese

http://en.wikipedia.org/wiki/Political

3.4 Economic aspects

Since 1979, China has reformed and opened its economy. This

was the result of a great transformation from an ideological economy

to a market-oriented economy. China has since undergone its largest

reduction of poverty and its fastest increase in income levels (China

Country Review, 2006).

Figure 3.1

Source: Growth Rates: Real GDP, Population, Real GDP Per Capita – China (China Country Review, 2006)

Real GDP growth rate is the economy’s growth rate after taking

into consideration of the inflation effect. According to Figure 3.1, the

real GDP of China was a minimum of 8% at year 2000 and the highest

real GDP growth rate of 9.3% was achieved at year 2004, an indication

that China’s society is becoming wealthier than ever before (China

Country Review, 2006). Therefore, Secret Recipe can invest in cities

such Beijing and Shanghai as they are autonomous municipalities with

the highest growth rate.


Figure 3.2

Source: China Macroeconomic Activity Real GDP per Capita (China Country Review, 2006)

As shown in Figure 3.2, the real GDP of China has increased with

the average rate of 8.5% from the year 2000 to the year 2004. The fast

growth in real GDP resulted in a higher disposable income which

provides for a higher spending power amongst the people. If foreign

investors continue to invest in China, it is highly predictable that the

economy will continue to enjoy future growth. This is a good reason for

Secret Recipe to create product extensions in order to benefit from the

upward spending trend in China.

China joined the World Trade Organisation (WTO) at 10

November 2001 (China.org.cn 2001). The entry to WTO is deemed to

bring instant benefits to China. Furthermore, longer-term boost on GDP

growth would be the outcome of a successful restriction of the

domestic economy which will benefit China’s long-lasting growth

prospects (China Country Overview 2005). Secret Recipe is likely to

enjoy the benefits of continuous GDP growth as higher GDP growth

contributes to higher disposable income for consumption.


3.5 Other Issues

3.5.1 Demographic

The first issue that needs to be taken into consideration is

demographic segmentation. Demography is defined as “the study of

human population in terms of size, density, location, age, sex and

others” (Kotler et al. 2004). Demographics are very important for

Secret Recipe to determine its main target market. It is necessary to

target the teenagers as those aged 0 – 14 years old account for 21.4%

of China’s population (World FactBook 2005). From this information,

Secret Recipe can focus more on the needs and preferences of its main

marketing target.

3.5.2 Geographical

Geographic segmentation refers to the division of the market

into different geographical units such as provinces or major cities

(Kotler et al. 2004). Since the bulk of consumers targeted are from the

middle and upper income categories, Secret Recipe outlets will be

established in large cities, mainly Shanghai and Beijing. This is solely

because the average income level in the major cities is higher

compared to those in the smaller cities. The location of the Secret

Recipe outlet is also influenced by the infrastructural and

transportation system in place. Lastly, people living in major cities tend

to spend their income more willingly to enjoy a better life and also to

fulfil their ego needs by eating in a classy restaurant.

3.5.3 Design of the Outlet

After having set its market target and its potential customers’

segmentation, Secret Recipe needs to position its products and

services to suit the consumers’ needs and wants. As Secret Recipe


targets the working-class adults and teenagers, the interior design of

its outlets need to provide a luxurious, elegant yet modern feel. The

luxurious and elegant design of the outlets will allow the status-

conscious consumers to feel that they are dining in a high class outlet,

thus fulfilling their ego needs. Social status is hierarchical in the

society (Schiffman et al. 2005).

Secret Recipe outlets must also be very clean and hygienic

conditions. Since the outlets will be located in major cities in China,

most of the population in those cities are well-educated and more

health-conscious. Teenagers and the working-class adults are also

more health-conscious due to their improved education and thus are

more likely to prefer dining in a restaurant that is clean and hygienic.

The staff members working in the outlets must also undergo rigorous

training to ensure that they are well-mannered and efficient in the

outlets, as all consumers do prefer dining in an outlet staffed with

polite waiters.


3.6 Dangerous Issues

3.6.1 Diseases

In recent years, there has been the Avian Flu which has caused

many people to avoid eating poultry. In more recent months, the Avian

Flu outbreak in some parts of Europe may affect the sales of poultry

dishes in Secret Recipe’s outlets (CDC 2005), as consumers are afraid

to consume poultry fearing that they may be infected with the Avian

Flu. In order to overcome this issue, the management needs to come

up with alternatives to poultry products so that consumers will still

have a wide choice of meals to choose from. This step can ensure the

consistency of sales in Secret Recipe’s outlets.

3.6.2 Usage of Banned Chemicals in Food

China’s economy is growing at a very fast rate and will soon

resulting in a higher demand for needs than there is supply. Thus,

there may be some scheming manufacturers who will use this

opportunity to incorporate some illegal chemicals in their products. The

banned chemicals are hazardous and may cause death to the

consumers. In 2001, 146 people were reported dead and over 15000

were hospitalized due to the chemical used in the food industry (Li

2004). There is also a common problem whereby the manufacturer will

sell some of the food under the name of a popular brand but is actually

a copy version of it. Secret Recipe outlets should pay extra precaution

on the supplies of food ingredients delivered so as to ensure that the

goods they ordered are indeed approved by the government’s health

regulations.


4.0 Conclusion

In conclusion, China’s market presents a lucrative opportunity

for Secret Recipe to invest in. China’s economy is currently expanding

rapidly, and will furthermore be boosted when the 2008 Olympic

Games are held in Beijing, followed by the 2010 World Expo being held

in Shanghai. Therefore, since China’s market is still on the verge of a

robust economic boom, Secret Recipe will not stand to lose from

investing in China, and will reap long-term profits. However, though

attractive the market may seem, it must be noted that the Chinese are

very culturally sensitive. Secret Recipe must take into accounts of all

aspects of the Chinese culture and society seriously before proceeding

with business. Any success at all for Secret Recipe in China will very

much depend on these cultural factors.


Reference List

Associated Press (2000), “China Oks Wage, Salary Guidelines”. [Online]. Available from: http://www.hartford-hwp.com/archives/55/310.html [Accessed on: April 3, 2006]

BBC UK, (2005) “China inflation rate stays high”. [Online]. Available from:http://news.bbc.co.uk/1/hi/business/3650688.stm [Accessed on: April 3, 2006]

Beijing Review. (2004).”China's Economy Starting a New Upward Cycle”.[Online]. Available from:http://www.china.org.cn/english/2004/Feb/86930.htm [Accessed on: April 1, 2006]

Boone, L.E., Kurtz, D.L. (1998). Contemporary Marketing (9th edn), The Dryden Press, Harcourt, Brace College Publishers, Orlando

Brick, J. (2004) China: A Handbook in Intercultural Communication, 2nd

edition, Macquarie University, Australia

Burca, S., Fletcher, R., Linden, B. (2004) International Marketing: An SME Perspective, Prentice Hall, Gosport.

Centres for Disease Control and Prevention (CDC) 2006, Key Facts About Avian Influenza (Bird Flu) and Avian Influenza A (H5N1) Virus. [Online]. Available from: http://www.cdc.gov/flu/avian/gen-info/facts.htm [Accessed on: March 29, 2006]

China Country Review. (2006). p1, 2p; (AN 19651689)

China Country Review. (2005). “Economic Overview”, p.37- 70

China.org.cn. (2001). “Nation to join WTO on November 10”. [Online]. Available from: http://www.china.org.cn/english/2001/Nov/21540.htm [Accessed on: April 1, 2006]

China Window.(2005). “9.1% Surge Epitomizes Sound Growth of Chinese Economy”, January 21, 2004. [Online]. Available from:http://www.china-window.com/china_economy/china_economy_guide/91-surge-epitomizes-sound.shtml [Accessed on: April 1, 2006]

Gale, F. (2003). “China’s Growing Affluence: How Food Markets are Responding”. Amber Waves. United States Department of Argiculture.


http://www.china-window.com/china_economy/china_economy_guide/91-surge-epitomizes-sound.shtml

http://www.china-window.com/china_economy/china_economy_guide/91-surge-epitomizes-sound.shtml

http://www.china.org.cn/english/2001/Nov/21540.htm

http://www.cdc.gov/flu/avian/gen-info/facts.htm

http://news.bbc.co.uk/1/hi/business/3650688.stm

http://www.hartford-hwp.com/archives/55/310.html

[Online]. Available from: http://www.ers.usda.gov/Amberwaves/June03/pdf/awjune2003Chinafeature.pdf [Accessed on: April 4, 2006]

Hofstede, G. (1983) ‘The cultural relativity of organizational practices and theories’, Journal of International Business Studies, Fall, pp.75-89.

Hofstede, G. (1994). “The Business of International Business is Culture”. International Business Review, Vol.3, No.1, pp.1-14

Hollensen, S. (2004) Global Marketing: a decision-oriented approach, 3rd edition, Prentice Hall, Spain

Hong Kong Trade Development Council, (2005), “Market Profiles on Chinese Cities and Provinces - Beijing”. [Online]. Available from http://www.tdctrade.com/mktprof/china/mpbei.htm [Accessed on: April 2, 2006]

Hong Kong Trade Development Council, (2005), “Market Profiles on Chinese Cities and Provinces - Shanghai”. [Online]. Available from: http://www.tdctrade.com/mktprof/china/mpshh.htm [Accessed on: April 2, 2006]

Kreutz, S. (2006) “Dining Guide/Chinese Cuisine” Retrieved March 28, 2006, from http://chineseculture.about.com/gi/dynamic/offsite.htm?zi=1/XJ&sdn=chineseculture&zu=http%3A%2F%2Fwww.asiatour.com%2Fxlibrar%2Fdining%2Fchinese.htm Kotler, P., Brown, L., Adam, S. & Armstrong, G., (2004), Marketing, 6th

edition, Pearson Prentice Hall, Frenchs Forest, New South Wales

Li, J. (2004) “Regulating China’s Food Industry: Whose Responsibility?” [Online]. Available from: http://www.bard.edu/bgia/journal/vol6/05chinas_food.pdf [Accessed on: March 29, 2006]

Los Angeles Chinese Learning Center (2006) “Chinese Business Culture: Guanxi, An Important Chinese Business Element” [Online]. Available from: http://chinese-school.netfirms.com/guanxi.html [Accessed on: March 28, 2006]

Melewar, T.C., Meadows M., Zheng, W., Rickards, R. (2004). “The influence of culture on brand building in the Chinese market: A brief insight”. Journal of Brand Management, Vol.11, No.6, pp.449-461


http://chinese-school.netfirms.com/guanxi.html

http://www.bard.edu/bgia/journal/vol6/05chinas_food.pdf

http://www.tdctrade.com/mktprof/china/mpshh.htm

http://www.tdctrade.com/mktprof/china/mpbei.htm

http://www.ers.usda.gov/Amberwaves/June03/pdf/awjune2003Chinafeature.pdf

http://www.ers.usda.gov/Amberwaves/June03/pdf/awjune2003Chinafeature.pdf

Miller, J.(2005). “Learning How to Do Business in China”. ECN. Vol. 49, No.1, pp. 62

Parry G., Kemp., S. (2002) Exploring Macroeconomics, sixth edition, Tactic Publications PTY LTD, Australia.

Robert, S.P., Rubinfield, D.L.(2004) Microeconomics, 5th Edn, Prentice Hall, Australia

Schiffman.L., Bednell.D., O’Cass.A, Paladino.A., Kanuk.L., Consumer Behaviour, 3rd Edition, Pearson Prentice Hall, Frenchs Forest, New South Wales

Taiwan News.(2005). “BHP says China cooling growth”. [Online]. Available from: http://www.etaiwannews.com/World/2005/04/01/1112320154.htm [Accessed on: April 3, 2006]

The Columbia Electronic Encyclopedia (2005) “Economy”. Retrieved April 1, 2006, from http://66.102.7.104/q=cache:9: com/ce6/world/A0857293.html+china

Uriel Wittenberg, (2001). “American Culture -- A Warning for China”. [Online], Available from: http://www.urielw.com/amcult.htm [Accessed on: April 2, 2006]

Usunier, J-C., Lee, J. (2005) Marketing Across Cultures, 4th edition, Prentice Hall, Gosport.

Wikipedia (2006) “People's Republic of China”. [Online]. Available from: http://en.wikipedia.org/wiki/People%27s_Republic_of_China [Accessed on: March 28, 2006]

Wikipedia Encyclopedia (2006) “Subculture”. [Online]. Available from: http://en.wikipedia.org/wiki/Subculture [Accessed on:March 28, 2006]

Yahoo Education, “World FactBook: China.” [Online]. Available from: http://education.yahoo.com/reference/factbook/ch/popula.html [Accessed on: March 29, 2006]


http://education.yahoo.com/reference/factbook/ch/popula.html

http://en.wikipedia.org/wiki/Subculture

http://en.wikipedia.org/wiki/People's_Republic_of_China

http://www.etaiwannews.com/World/2005/04/01/1112320154.htm

Documents

International marketing- Secret Recipe in China