Anson Apparel's marketing message in the United States is one of apparel for the rugged man who spends most of his time outdoors. While this marketing message has worked very well for the company, it is concerned about using the same marketing message in its new market in China. What factor limits Anson Apparel's ability to use the same marketing message in both the United States and China?

Question

Business

Jasmin Kaiser

4 May, 16:10

Anson Apparel's marketing message in the United States is one of apparel for the rugged man who spends most of his time outdoors. While this marketing message has worked very well for the company, it is concerned about using the same marketing message in its new market in China. What factor limits Anson Apparel's ability to use the same marketing message in both the United States and China?

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Tiana Huffman · Answer 1

Customer landscape: customers' habits, values and preferences related to rugged men. Market landscape: apparel alternatives available in the Chinese market; share market distribution; competitors brand positioning.

Explanation:

The marketing message is the result of marketing strategy based on situational conditions of the company in the US, that market is different from the Chinese market so that the strategic analysis could find as a result a different message more appealing for rugged men in China.