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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
- To research, define and justify the most appropriate generic market entry strategy for Debenhams to expand into China
- To research potential Chinese businessr partners and evaluate the one most appropriate for Debenhams
- To address each element of the marketing mix with appropriate specific recommendations to ensure Debenhams' expansion is successful
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