A STRATEGIC ANALYSIS OF THE CHINESE ADVERTISING INDUSTRY AND WPP?S BUSINESS PRACTICE IN CHINA

This paper presents a strategic analysis of China?s advertising industry for the WPP Group. The paper researches the business environment for WPP?s business in China, determines its competitive position in the industry and crafts strategies for company growth and expanded market share. An industry analysis is conducted to determine the key success factors for firms that compete in this industry. The strengths and weaknesses of WPP are analyzed, and the strategic position of WPP is presented to identify the strategic alternatives. Competitors are compared to explore the opportunities and threats for WPP?s marketing services in the highly competitive environment. Several criteria are established to evaluate the strategic alternatives based on the environment: management preferences, organization and resources. An alternative assessment and internal analysis are conducted to choose the strategy, and a recommendation is concluded for the WPP Group.