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

Resource type
Thesis type
(Research Project) M.B.A.
Date created
2009
Authors/Contributors
Author: Zhai, Arwen
Abstract
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.
Document
Description
Research Project (M.B.A.) - Simon Fraser University
Copyright statement
Copyright is held by the author.
Scholarly level
Supervisor or Senior Supervisor
Thesis advisor: Abramson, Neil
Language
English
Download file Size
MBA 2009 Zhai, A..pdf 483.59 KB

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