You work for a company that produces and markets apparel for men and women, and is planning to enter the Chinese market. If you were asked if the company should opt for a straight extension or a product adaptation, what would you choose, and why?
What will be an ideal response?
Student answers will vary. If a foreign apparel maker chooses to enter the Chinese market, they will have to choose product adaptation. A straight extension would imply no change in product or communication strategy. However, though an increasing number of people in China understand English, the company will probably have to make some changes in its marketing mix depending on what medium of advertising is more popular and can access more people. As far as the market offerings are concerned, clothes will have to be resized as the Chinese are short in stature, as compared to Americans. They may also have different preferences of color and design than their American counterparts.
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