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AIM
To investigate opportunities available to Debenhams from a market entry and market strategy perspective into a Tier 1 Chinese city
OBJECTIVES
1. To research, define and justify the most appropriate generic market entry strategy for Debenhams to expand into China
2. To research potential Chinese partners and evaluate the one most appropriate for Debenhams
3. To address each element of the marketing mix with appropriate specific recommendations to ensure Debenhams' expansion is successful
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