China Times in Netherlands

Brand awareness and the image of any institution or business organization are crucial to its success. Consumers recognize brand names that have become common place within their daily lives as the impact of a name, logo or symbol has immediate recognition as it resonates with the value of the brand when organizations promote their businesses. This research relied on a sample of 100 respondents to answer the questions brought up in the research objectives. One can say that, to a certain extent, the creation of a quality brand that captures the attention and embeds in one’s memory, adds considerably to a positive potential of company, particularly in the service business. This is extremely valuable when one considers the advertising space offered by China Times, the more recognizable the product is, and the higher the company can charge for advertising.
China Times in Netherlands is a growing company committed to the transmission of information to the Chinese community in Europe and has the ability to grow to be a valuable brand in the service field. Its brand reputation can be further enhanced at an international level. This paper established that the creation of brand awareness demands a multi-faceted approach that incorporates several attributes such as innovation, improvement of customer experience, and create supplement that reflect the shifts in readers’ and viewers’ tastes and preferences. In conclusion, China Times is growing at a substantial rate in the Netherlands, and though the company has accomplished a lot, there exists some areas of oversight that need to be addressed for optimal brand recognition.

This study provides an understanding of what the China Times has established and what the recommendations are towards their brand recognition.
Table of Content TOC o “1-3” h z u Executive Summary PAGEREF _Toc471878387 h 2Table of Content PAGEREF _Toc471878388 h 3List of Figures PAGEREF _Toc471878389 h 6List of Tables PAGEREF _Toc471878390 h 6Chapter 1 Introduction, Management Issues and Thesis Objective PAGEREF _Toc471878391 h 81.1 Introduction PAGEREF _Toc471878392 h 81.2 Management Issue PAGEREF _Toc471878393 h 91.3 Thesis Objective PAGEREF _Toc471878394 h 101.4 Research Objective PAGEREF _Toc471878395 h 101.5 Research Questions PAGEREF _Toc471878396 h 111.6 Thesis Framework PAGEREF _Toc471878397 h 111.7 Ishikawa Diagram PAGEREF _Toc471878398 h 121.8 Chapter Summary PAGEREF _Toc471878399 h 14Chapter 2 Literature Review PAGEREF _Toc471878400 h 162.1. Introduction PAGEREF _Toc471878401 h 162.2 Theories Related to the Research Question PAGEREF _Toc471878402 h 162.2.1 Hierarchy of Effects Model PAGEREF _Toc471878403 h 162.2.2 Agency Theory PAGEREF _Toc471878404 h 182.2.3 Institutional Theory PAGEREF _Toc471878405 h 192.2.4 Market Orientation Theory PAGEREF _Toc471878406 h 212.2.5 Control Theory PAGEREF _Toc471878407 h 212.2.6 Customer Satisfaction PAGEREF _Toc471878408 h 222.2.7 Role and Script Theory PAGEREF _Toc471878409 h 242.2.8 Brand Loyalty PAGEREF _Toc471878410 h 262.2.9 Media and Brand Awareness PAGEREF _Toc471878411 h 282.2.10 Brand Strategies PAGEREF _Toc471878412 h 282.2.11 Macro Environment Factors PAGEREF _Toc471878413 h 292.2.12 Competitor Analysis PAGEREF _Toc471878414 h 302.2.13 Ansoff Matrix PAGEREF _Toc471878415 h 312.2.14 Benchmarking PAGEREF _Toc471878416 h 322.3 Relevance Tree PAGEREF _Toc471878417 h 322.4 Theory Frameworks PAGEREF _Toc471878418 h 342.5 Chapter Summary PAGEREF _Toc471878419 h 34Chapter 3 Methodology PAGEREF _Toc471878420 h 353.1 Introduction PAGEREF _Toc471878421 h 353.2 Research Questions PAGEREF _Toc471878422 h 353.3 Research Design and Data Collection PAGEREF _Toc471878423 h 353.3.1 Survey PAGEREF _Toc471878424 h 363.3.2 Sampling PAGEREF _Toc471878425 h 363.3.3 Interview PAGEREF _Toc471878426 h 363.3.4 Observation PAGEREF _Toc471878427 h 373.3.5 Research Frameworks PAGEREF _Toc471878428 h 373.4 Assuring Credibility of the Research PAGEREF _Toc471878429 h 373.5 Planning and Execution of the Research PAGEREF _Toc471878430 h 383.6 Chapter Summary PAGEREF _Toc471878431 h 39Chapter 4 Research Findings PAGEREF _Toc471878432 h 394.1 Introduction PAGEREF _Toc471878433 h 394.2 Evaluation of Research Deviation PAGEREF _Toc471878434 h 394.3 Findings on China Times Positioning & Industry in Global Market PAGEREF _Toc471878435 h 394.3.1 China Times Positioning PAGEREF _Toc471878436 h 394.3.2 Current Developments of Newspaper in the Industry PAGEREF _Toc471878437 h 414.4 Current Market Position of China Times PAGEREF _Toc471878438 h 464.4.1 Competitor Analysis PAGEREF _Toc471878439 h 464.4.2 Current Characteristics of China Times’ readership PAGEREF _Toc471878440 h 474.5 Opportunities for China Times to Improve Business Practices with its Corporate Clients (the Advertisers) PAGEREF _Toc471878441 h 494.6 Designing Promotion Schemes for China Times PAGEREF _Toc471878442 h 534.6.1 Role Theory PAGEREF _Toc471878443 h 534.6.2 Benchmarking PAGEREF _Toc471878444 h 56Chapter 5 Conclusions & Recommendations PAGEREF _Toc471878445 h 585.1 Sub-Conclusions PAGEREF _Toc471878446 h 585.1 Conclusions PAGEREF _Toc471878447 h 595.1.1 Conclusion per Research Question PAGEREF _Toc471878448 h 595.1.2 Conclusion on Current Developments in the Industry PAGEREF _Toc471878449 h 615.1.3 Overall Conclusion PAGEREF _Toc471878450 h 625.1.3.1 The aim of branding PAGEREF _Toc471878451 h 625.1.3.2 across culture of branding between China and Europe PAGEREF _Toc471878452 h 625.1.3.3 Connection with wider European countries PAGEREF _Toc471878453 h 635.2 Recommendations PAGEREF _Toc471878454 h 645.2.1 Connecting with the customers PAGEREF _Toc471878455 h 645.2.2 Innovation, Investment, and Improvement PAGEREF _Toc471878456 h 645.2.3 Recognition and Rewards PAGEREF _Toc471878457 h 645.2.4 Partnership PAGEREF _Toc471878458 h 645.3 Chapter Summary PAGEREF _Toc471878459 h 65Chapter 6 Strategic Implementations PAGEREF _Toc471878460 h 666.1 Plan 1 – Create Company Awareness PAGEREF _Toc471878461 h 666.2 Plan 2 – Improve Company Images PAGEREF _Toc471878462 h 706.3 Plan 3 – Create a Supplement PAGEREF _Toc471878463 h 726.6 Chapter Summary PAGEREF _Toc471878464 h 75Chapter 7 Reflection PAGEREF _Toc471878465 h 767.1 Reflection on the Competencies PAGEREF _Toc471878466 h 767.2 Lesson Learned Throughout the Process PAGEREF _Toc471878467 h 777.3 Improvement Points PAGEREF _Toc471878468 h 777.4 Eligibility for BBA degree PAGEREF _Toc471878469 h 777.5 Chapter Summary PAGEREF _Toc471878470 h 78References PAGEREF _Toc471878471 h 79Appendix PAGEREF _Toc471878472 h 82Appendix 1 Introductory Letter PAGEREF _Toc471878473 h 82Appendix 2 Questionnaire for Customers (In Total 100 Respondents) PAGEREF _Toc471878474 h 83Appendix 3 Results of Questionnaire PAGEREF _Toc471878475 h 85Respondents of 50 Chinese people PAGEREF _Toc471878476 h 85Respondents of 50 Dutch people PAGEREF _Toc471878477 h 88Data of Readership in Company Data System PAGEREF _Toc471878478 h 90Appendix 4 Interview for Corporate Customers (In Total 15 Interview) PAGEREF _Toc471878479 h 91Appendix 5 Interviewees’ Contact Information PAGEREF _Toc471878480 h 93Appendix 6 Interviews Transcriptions PAGEREF _Toc471878481 h 95Respondents of 15 Interviewees PAGEREF _Toc471878482 h 111Appendix 6 Price list PAGEREF _Toc471878483 h 112Appendix 7 Publish date in 2016 & 2017 PAGEREF _Toc471878484 h 113
List of Figures
Figure 1.1 Ishikawa Diagram Illustrating Contributors, Casus and Effect
Figure 2.1 Hierarchy of Effects Model
Figure 2.2 Institutional Theory
Figure 2.3 Market Orientation Theories
Figure 2.4 Customer Satisfaction
Figure 2.5 Script Theory
Figure 2.6 Brand Linkages
Figure 2.7 PESTEL Analyses with Six Factors
Figure 2.8 Relevance Tree
Figure 3.1 Primary Researches in the Thesis Research
Figure 3.2 Gantt-Chart for Planning and Execution
Figure 4.1 Showing Increase Current Developments of Newspapers in the Industry
Figure 4.2 Showing Responses of the Clients on Perceived Knowledge of Employees Knowledge on the Product
Figure 4.3 Show the Responses in Respect to the User-Friendliness of the Website
Figure 6.1 Description of Other Media Sources Used For Advertisement
List of Tables
Table 1.1 Thesis Frameworks
Table 2.4 Theory Frameworks
Table 3.2 Research Frameworks
Table 4.1 Confrontational Matrix for China Times
Table 4.2 Distribution of Readership by Age and Gender (Via Company Data System)
Table 4.3 Showing Corporate Client’s Response after Interview (7 Dutch Firms and 8 Chinese Firms)
Table 4.4 Customers Response towards Employees’ Attitudes When Serving Them
Table 6.1 Showing Time Activity Implementation Program
Table 6.2 Example of Writing Down Customer Satisfaction Degree
Table 7.1 Professional Competencies
Table 8.1 Interviewees’ Contact Information
Table 8.2 Advertisement Price List in China Times
Table 8.3 Publish date of China Times in 2016 and 2017

Chapter 1 Introduction, Management Issues and Thesis Objective1.1 Introduction
Online and printed newspapers appear on regular schedule relaying news and articles on different subjects and advertisement usually time sensitive. The circulation of newspapers can be traced back to the 17th century England (Lambert, n.d). Historical accounts state the first newspaper was printed in 1641, in England and likely a one-time paper rather than a regularly scheduled publication. The first successfully printed newspaper publication was recorded in 1702, also in England (Lambert, n.d). Today, newspapers are moving to the next frontier in communication, adapted to be read in electronic devices such as laptops, tablets, electronic readers, and smartphones.
The death of print newspaper is on the horizon; however, in the meantime, it continues to be a genuine source of revenue for media companies, as well as a source of news for readers and advertisers in locations where they are circulated. By the 19th century, newspaper circulation had exploded, and it was one of the most important industries the world over. In the world of newspapers, both in print and digitized forms, there are two main categories of newspapers, which include tabloids and quality press. Each has its own means of presenting information to the public. However, in as much as they might be reporting on the same issue or events, they might carry out their business through completely different styles.
Tabloids are easier to focus on celebrities and everything that concerns their lives as well as rumors and love affairs. On the other hand, the quality press shows the most vital news in business, sports and political happenings. The newspapers that report on articles within the quality press class respect the Ethics Code, and are responsible for the information they present. A tabloid knows that unsubstantiated commentaries sell, while a quality press knows that such gives negative publicity, which may harm their business, and lead to grave consequences as a result. This means everything that is reported on a quality newspaper can be published with an understanding that the information will not lead to legal consequences such as slander and libel allegations. Reporters in this category of newspaper are known to be committed to professionalism. China Times can be properly defined as a quality press; as it relies upon for impartial news and reporting.

1.2 Management Issue
Management issue of China Times:
China Times has low brand awareness in the Netherlands. It has a narrow market when facing to Dutch customers.
The task of expanding the market and create brand awareness is difficult as only two employees speak fluently Dutch in the marketing department.
The numbers of reader and follower of China Times is relatively low when compared with the biggest competitor, Asian News.
China Times is an independent media firm, and it runs with the sole purpose of better serving the Chinese people who are living in the Netherlands and Europe. The company believes the Chinese populations living outside of the country deserve to know what is happening in their homeland and other interests related to their culture. They have been committed to building a bridge between China and Europe to help the Chinese people in Europe and Europeans to learn the cultures of one another. The existence of Chinese people in Europe points to a preexisting market, and a cultural existence that must be harnessed by the company and explored, both in the short run and in the long run. At the turn of the decade, the China Times established its daily news channel through its website www.chinatimes.nl, and this was to deliver more information and news about, Europe, the Netherlands, China, and indeed the entire globe. The website is considered as supplementary to the print media that has been the base for the Chinese consumer in Europe since the establishment of the company in 2003. By offering a variety of content and a high capacity of readership provide a manner to assists the consumers and other information companies to improve relations between China and Europe. It is without doubt that China Times is a very professional and comprehensive news source compared to other Chinese media in Europe, China Times is reliable and the most prestigious publication for the Chinese consumers outside the confines in Netherlands that seek to know information on the communities in the Dutch nation. The media company has worked hard to become the single largest source of information for the Chinese community in the Netherland.
The China Times newspaper prides itself in a modern, professional and elegantly displayed graphic lay out. The company has strived to continue to improve on the page layout to make it more interesting and readable to larger segment of readers in Europe. The titles on the paper are eye-catching, with a present-day layout that is predicted to please its readers. The company relies on the basic marketing ethos, customer first, hence its graphic design is intended to target and meet the needs of the customers and considering their advertising customers’ specific business features that can maximum their expecting results.
Distribution of the newspapers covers wide area in Europe, including the host nation Netherlands, as well as in Germany, Belgium, Scandinavian countries, the United Kingdom, Luxembourg amongst others. In addition, the newspaper is the leading material of choice to be read in flights from the Netherlands to China on the KLM airline and the China Southern Airline. Furthermore, the company is still expanding its distribution networks to cover more countries and airlines that move between Chinese cities and European cities. In Netherlands alone, there are a total of one hundred and twenty pick up points that are spread all over the country where readers can get the papers at no cost.
Most Chinese media companies in the Netherlands depend on advertising income. They draw most of their readership from owners of restaurant and their staff, and most of them have lived in the country for several years. A competitor of The China Times is the Asian News; which unlike the China Times is a tri-weekly newspaper. Asian News, just like the China Times receives its news from Shanghai and the giant news company Xinhua. Other Chinese media in Europe include the Chinese Radio and TV, which normally broadcasts in the local Dutch language, as well as the Chinese dialects of Cantonese and Mandarin. Asian News has a large market share compared to the China Times.
1.3 Thesis ObjectiveThe objective of this thesis is developing a promotion plan for China Times for the creation of brand awareness.
Newspapers today are still as important as in the past centuries for providing an avenue for media companies to obtain revenue through sales and advertisements. Through the years, it has grown to be a profession as well as a widely acknowledged influential Chinese media outlet serving the people in Netherlands and Europe. A standard printed China Times newspaper contains fifty-six full color pages, a circulation of over 50,000 copies in the Netherlands and the rest of the continent. The media outlet is not only approved, but also supported by the embassy of China in the Netherlands.
Given the competition between two Chinese newspapers in the Netherlands, this can force the editors to differentiate themselves from the competition. As such, the presence of a widely known brand assists a company to communicate to their loyal customers and keep them interested while increasing the value to products advertised in their pages (Rosenbaum-Elliott, Percy & Pervan, 2015). Brand awareness is important in creating a stable brand, which is a vital component of brand equity, assisting customers to acknowledge the value of a brand. This paper concentrated on the development of a promotion plan to create brand awareness for the China Times in the Netherlands and Europe.
1.4 Research Objective
The general objective of this study is to explore how a promotion plan affects brand awareness as specifically created for the China Times in the Netherlands. This study was further guided by the following general objectives:
To evaluate the current development in the newspaper industry and specifically the Dutch market to identify where the China Times shall be starting from in this effort.
To investigate what is the characteristics of the current readers and the target group of the non-reader in order to develop a promotion plan for China Times to create brand awareness.
1.5 Research Questions
This research is guided by the following research questions
What are the current developments of newspaper in the global newspaper industry?
What is the current position of China Times?
What are the opportunities for advertisers using the China Times to improve the business practices?
What is the best promotion plan specifically designed for China Times?
1.6 Thesis Framework
Thesis Objective
The objective of this thesis is developing a promotion plan for China Times for the creation of brand awareness.
↓
Management Issue
China Times has low brand awareness in the Netherlands. It has a narrow market when facing to Dutch customers.
↓
Research Objective 1 Research Objective 2
To evaluate the current development in the newspaper industry and specifically the Dutch market to identify where the China Times shall be starting from in this effort. To investigate what is the characteristics of the current readers and the target group of the non-reader in order to develop a promotion plan for China Times to create brand awareness.
↓ ↓ ↓ ↓
Research Question 1 Research Question 2 Research Question 3 Research Question 4
Current Brand Strategy utilized by the China Times:
What are the current developments of newspaper in the global newspaper industry? Extenuation of current market position held by China Times:
What is the current position of China Times? China Times brand visibility:
What are the opportunities for advertisers using the China Times to improve the business practices? Advancements in magazine branding:
What is the best promotion plan specifically designed for China Times?
↓ ↓ ↓ ↓
Research Method Research Method Research Method Research Method
Primary Research
1. Observation: (Macro Factors in the Netherlands & China Times positioning)
Secondary Research
1. Online market data (market competitive review of the newspaper industry)
Primary Research
1. Surveys (100)
2. Interviews (15)
3. Observation: communication with colleagues about Asian News
Secondary Research
1. Company Data (Analysis of competitor, Asian News) Primary Research
1. Surveys (100)
2. Interviews (15)
3. Observation: working experience in China Times
Primary Research
1. Interviews (15) :
(-Customers Response towards Employees’ Attitudes when serving them
– Responses of the clients on Perceived knowledge of Employees Knowledge on the Product
– the responses in respect to the user-friendliness of the website)
↓
Theory Foundation Theory Foundation Theory Foundation Theory Foundation
PESTAL Analysis
SWOT Analysis
Confrontational Matrix
Customer Satisfaction Role Theory
↓
Conclusion
↓
Recommendation
↓
Implementation Plan
Table 1.1 Thesis Frameworks
1.7 Ishikawa Diagram
Below is a diagram that is used in solving the need for promotion for China Times. Problem solving is an important part of this paper, providing solutions on an interactive platform. A concise definition of the problem must be stressed to get the right solution, this is comprised of an analysis of the causes behind the problem, and impacts such as those identified have on the business. The Ishikawa diagram is an example of a cause and effect tool that normally finds relevance when exploring certain problems before providing a matching solution to the problems. The first use of the diagrams can be traced to Kaoru Ishikawa in 1990. Another name for this diagram is the Fishbone Diagram.
It is worth noting that the cause and effect diagram shall be executed during a brainstorming period to ascertain the roots of a particular problem and identify the problems in the particular process through categorization of the problems into the main six elements. Those elements include people, equipment, processes, materials, metrics, and the environment. The diagram below shows a multi-throng system of developing solutions to the problem of creating brand awareness for China Times. The shape of the diagram after analysis of the problem takes the shape of a fishbone, which has been gradually built from the right to the left, during the session of problem-solving. The diagram starts with two main sections, promotion scheme on the left side, which serves as the cause, and evaluation of product and services that serve as the effect. The probable causes of the problem are listed through linking branches from the main lines that link the cause and effect section. The paper explores the items listed in the diagram below. Essentially, the diagram below takes on the image related to the creative thinking methods identified for use in this study. For instance, the mind and star bursting methods as they focus on solving problems rather than just serving as instruments for exploring ideas. In this paper, this diagram was used to explore the process of creating brand awareness for China Times. The steps taken in creating the diagram have been mentioned below.
Effect
The first step was the identification of the problems (effect), which states creating brand awareness for China Times as this is the main task of the company. And this problem can be due to several causes, and to create brand awareness for China Times must be concisely addressed during the analysis to ascertain the related causes. In the paper, it is important to start the process by stating the problem on the left, promotion.
Causes
The second step involves dragging the line from the left effect to the cause side to connect between the cause and effect, and in general, the causes are drawn as inputs of the main line.
The first cause to lead to solve the problem is analyzing the current development of newspaper industry in the global marketing also in the Dutch market, to have a big picture of the industry.
The second cause is investing current readers that China Times has to understand customer characteristics of them.
Evaluate product and service is the third cause to lead to reach the effect. Analyze advantages and disadvantages of the product and service that China Times has is essential for improvement and to create brand awareness.
The last main cause should be creating promotion scheme for China Times, which directly lead to solving the problem.
The third step involves investigation of the causes, and after drawing the principal general classes, then the cases are added, and the discussion begins by the investigation of every possible cause of the problem and organizing the causes into at least five categories. In the diagram below it includes the following: different communication with a different target audience, traditional promotional strategies, deficient strategies, company concepts, and opportunities for product and services.
The fourth step is analysis, and this can only happen once the diagram is completed, much as the case above, each possible cause is investigated and the organized in the order of priority and its impact on the problem. An understanding of the various causes may comprise the use of research methods such as during interviews and in focus groups as well as survey questionnaires amongst others. When it comes to the problems, the researcher might fail to locate the solutions, and part of the failure can result in the inability to locate the accurate causes of the problem. There are other tools that can be used towards the attainment of the goal, such as the Cause and Effect Diagram that investigates the links between the effects of the problem to the system and its probable causes. This tool can be classified and ordered in the diagram to create a more effective understanding of the manner in which the causes lead to the eventual problem, to organize causes based on their relevance and as a means of addressing the problems in the eventual solution scheme.
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Figure 1.1 Ishikawa Diagram
1.8 Chapter Summary
A promotion scheme might allow for great influence in the China Times’ current market position in Netherlands. However, a scheme that works for the newspaper industry might work differently for another industry or market. Marketing theories have been advanced and they must focus on the theories of brand awareness and promotion plans with respect to each industry. There is always a chance that conflicting results come from the customer interactions with the employees. One may find that with certain employees giving a positive review of their interactions, while others giving a negative review. Employees are the foremost ambassadors of the company, and their interactions with the company can work a long way in helping the company achieve its brand awareness. China Times, a bi-weekly newspaper serving the Chinese community must align its strategies to beat the competition, and emerge with a more brand conscious presence.

Chapter 2 Literature Review2.1. Introduction
Brand awareness is the recognition of a company’s product or service by potential customers (Koniewski, 2012). Product recognition is the sole aim of marketing when launching a new product (MacDonald & Sharp, 2003. Brand awareness is an integral part of sales promotion. High level of brand awareness generates more sales for the company. A number of theories have been developed in order to explain the relationship between brand awareness and sales promotion which are the agency, hierarchy of effects, and the control theory. This chapter will take a look at studies conducted on brand awareness based on the three theories and the hierarchy of effects model. A conceptual framework will be created through comparison and contrast of the two and conclusions drawn.
2.2 Theories Related to the Research Question2.2.1 Hierarchy of Effects ModelThe hierarchy of effects model developed by Steiner and Lavidge identifies six steps that consumers go through before purchasing a product or service (Mansfield, 2014). According to Macdonald and Sharp (2003), one cannot speak of brand awareness without reference to the hierarchy of effects model. The six steps of the model in their order of occurrence are:
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
The steps are then broken down into three categories namely cognitive, affective, and conative in accordance to people’s reactions (Mansfield, 2014). Awareness and knowledge yield the first response of cognitive, liking and preference fall under affective and finally conative entails conviction and purchase.
2.2.2.1 Cognitive (Awareness and knowledge)
The cognitive stage is about processing the information. The response at this level is very important as it determines whether the potential customer will create an interest in the commodity and implies that those who receive the messages are aware of a brand or knows about the product. Macdonald and Sharp (2003) pointed out that a customer does not need to remember the name of a product for there to be brand awareness. Mansfield (2014) agrees with this by stating that brand recognition can be achieved by emphasizing on product benefits and attributes other than its name.
2.2.2.2 Affective (Liking and preference)
After reception of the message, the recipient then develops emotional attachment towards the product. Mansfield (2014) notes that focus at this point should be on emotions rather than the physical product. Consumers’ begin to develop an attitude towards a product. It is that perception that will drive them into purchasing the good.
2.2.2.3 Conative (Conviction and purchase)
According to Mansfield (2014), it is the response to mental processes and emotions that drives one to undertake a purchase.
The framework’s claim of the behavior sequence following a think, feel, and then act flow has been contended by various scholars Vaughn being one of them questioning the systematic sequence of the response. According to Vaughn’s Foot-Cone-Belding Grid of 1980, there are clients who are thinkers and those that are feelers hence, response to products is based on which category of the two they fall in (Mansfield, 2014). Consumers are prone to responding more emotionally to marketing gimmicks than to information, but this is true for products such as clothes. Some customers may like a product first (affective) then proceed to collect information (cognitive) changing the order of the hierarchy effects model. In other cases, conative may come before cognitive and affective and vice versa. Ideally, the three-hierarchical brand awareness concepts do not move in a sequence, they might form an overlapping sequence contrary to Lavidge and Steiner’s model. The order is however not important as long as the goal of brand recognition is achieved (mansfield, 2014). The model should be used as a guideline tool to firms purposing to create brand awareness of their products or services.
Below is a hierarchy of effects model showing the various steps a consumer passes before a purchase.

Figure 2.1 Hierarchy of Effects Model
In short, brand recognition occurs when customers can identify a name, symbol, sign, or statement, and relates the same to a specific product. Products that vigorously engage awareness practices such as media advertisements, endorsements, promotions and sponsorships will be successful in heightening brand recognition.
Justification: For the China Times to grow in the Dutch market, the company understands that it first has to crate band awareness in the market. Once the customers are aware that there is a new company in town, they can then use incentives like quality products at discounted prices to get the client to like them and stay loyal to them. The project findings heavily rely on this theory.
2.2.2 Agency TheoryThe agency theory is based on the notion that principals and agents in an organization will always be in constant conflict without existence of contractual agreements due to difference in interests (Tate et al., 2010). Information is normally considered to be suitable for the agent and such will be given to the principal (Ambler, Kokkinaki & Puntoni, 2004). In this case, the agents are those in charge of company management while the principals are the shareholders. The agency hence exists between principals and the agents. The agency theory offers resolution to the problems arising between the goals of company management (profit making) and that of shareholders (value creation).
According to Baker Hart (2008), the advantages created from information received do not compensate or go beyond the costs of relaying and sending such messages. Baker and Hart’s (2008) claim simply implies that brand awareness may not yield returns immediately hence considered unprofitable at first glance. In support of the argument, the comparative advantages of behavior-based agreements evaluated against outcome based agreements to warrant loyalty from the consumers is not cost effective (O’Leary-Kelly & Flores, 2002). Difficulties arise when establishing promotional performance to obtain results in effective behavior-based forms to control comparative results (Ambler, Kokkinaki & Puntoni, 2004). It is important to note that brand awareness does not mean instant revenue as brand awareness is only achieved when the product being offered is acquired. Additionally, Konieweski (2012) observes that there is a need for a loyal customer to consider the brand as their next purchase in case of need for the same product. Konieweski (2012) however adds that the need may not be an immediate one.
As mentioned earlier in this study was the example of Apple products. A loyal Apple customer will not purchase an Apple product every day, week, month, or other short-term time frames. However, when the product is no longer the newest product in the market, or the product is damaged and requires a replacement, the loyal customer will consider Apple brand as his/her next purchase due to brand loyalty created. In regards to the China Times, the intent is to build a brand that is easily recognizable and available in convenient locations as a sales promotion strategy which will in this case raise advertisement fees based on circulation numbers. While this may be a beneficial move to the company in the long run, shareholders may not share the same view as it may lead to fall in value of their shares. Tate et al. (2010) hence emphasizes on the need to exist a common ground for the agent and principal such as through signing agreements. The bi-weekly publication leaves a vacuum between the consumption periods, but the intent is to provide quality to cater for the days not supplied. This implies that more focus must be put on promotional expenditure controls.
Justification: The findings indicated that the bi-weekly production of the China Times did help get the clients to anticipate for the next production due to the quality they eventually received. The research findings do not eventually support the theory because it does not capture the sentiments of the shareholders regarding the decision to invest in brand awareness.
2.2.3 Institutional TheoryKotabe and Helsen (2009) established that institutional theory proponents propose that organizational activities need to be the outcome of industry factors, cultural values, and the organizational histories. The steps taken by the staff in committing to promotional disclosures are the outcomes of the cultural dynamics, cultural principles and the organization’s history. The success criterion can be divided into either a non-accounting or an accounting metric. In the past, the accounting indicators formed the standards for measuring promotional performance. The restrictions that were encountered when these were used prompted the change to non-accounting forms of measurements. The rise in the applicability of the non-traditional accounting indicators of the organizational promotional performance is on the rise and they include the use of brand equity, customer loyalty, quality, market segment, and customer satisfaction levels. The traditional measures include the use of such facilities like profit, cash flow level, and sales levels (Kotler, 2001).

Source: Donaldson and Preslon, 1995
Figure 2.2 Institutional theory
The various institutions including suppliers, customers, communities, governments, investors, political groups, trade associations, and employees affect the activities of a firm. When coming up with a promotion strategy, organizations should consider the impact it will have on each of these institutions.
Justification: However true the theory is in the general business scenarios, this study does not borrow from it since the focus of the brand awareness is mostly on the consumers and the competitors. It is intended to attract more customers and stay ahead of the competition.
2.2.4 Market Orientation TheoryThe market orientation theory suggests that the organizational culture is reflected on the measurement system that is developed to determine the performance of an organization (Dobni & Luffman, 2000). The evaluation of organization’s performance is based on the hierarchical structure is affected by the degree of motivation in the market. According to Harris (2001), organizations that are pro-customers collect and distribute customer information within their system. The main characteristic of this is the market oriented organizational background as shown by the presence of a broad concept for market orientation (Harris, 2001). This alters the dynamics of the data released to the company’s organizational structure.

Figure 2.3 Market orientation theories
The organizational culture determines the success of a promotional technique applied by a company.
Justification: China Times needs to establish a response and relational promotional strategy in order to achieve brand awareness. As a result, the theory will be useful in helping the study come up with the most viable alternative out of the competing possible techniques.
2.2.5 Control TheoryControl theory is based on the methodical evaluation of performance to aid in planning of promotional action outcomes of the organization (Beamish & Ashford, 2007). The assumption held in the control theory is that organizations have plans broken down into phases which can be used to measure and monitor performance. Dobni & uffman (2000) share a different opinion stating that selected measurement is just a rational mechanism through which the firm discovers that better performance calls for an interference with the variables. Employees’ ability to effectively communicate and listen to customers has substantial impact on product awareness and sales promotion. Improvement of listening and communication skills helps to attain customer satisfaction which translates into product loyalty.
Attentiveness, perceptions and sensitivity affect the organizational promotional performance to a great extent (De ruyte & Wetzels, 2000). Gronroos (2000) observed that performance is affected by interactions and involvement of all concerned parties either behaviorally or cognitively in the process of communication). An attentive individual exhibits a conscientious attitude to the customer indicated by verbal and nonverbal cues.
Verbal cues can portray the extent to which an employee is involved with a customer. There are words that when used, show amount of interest an employee has in handling a customer. The company’s customers and employees establish an understanding through conversing hence proper application of verbal communication effects such as pitch, volume, and intonation are important for successful interaction. Adoption of a soft pitch voice and controlled sound volume signifies good communication skills (Grönroos, 2000). Gronroos (2000) notes the need for employees’ commitment to the firm’s goal in order to perform in accordance to expectations. Foreseeability refers to the worker being able to establish the needs of the customers beforehand. Other studies revealed that sensitivity enhances possibility of potential agreement between two parties and this reflects on the employee’s capability to respond to customers appropriately (De ruyter & Wetzels, 2000).
Justification: The research findings largely back this theory. In the findings section, one can see that from the surveys and other secondary and primary research data, when an employee appears lively and seems to follow what the client is raising by making affirmative expressions or sounds, the overall customer experience is improved. The China Times seems to apply this theory in its operations since majority of the people interviewed gave positive feedback regarding their interaction with the company’s staff.
2.2.6 Customer SatisfactionCustomer satisfaction can be defined as contentment by customers on a company’s products and services. To attain a high level of customer satisfaction, firms have to take into consideration the needs and the wants of consumers and endeavor to provide them with quality products or services. Businesses earn competitive edge by attaining customer satisfaction in their respective industries. China Press can achieve brand awareness and at the same time gain advantage over competitors by implementing a promotional strategy that is in line with customer satisfaction.
Paul Hague and Nick Hague 2015
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Figure 2.4 Customer satisfaction
From illustration 2.4 above, product loyalty is highly dependent by the level of customer satisfaction. Poor satisfaction amounts to 0% loyalty while excellent customer satisfaction yields 100% loyalty.
Customer satisfaction and brand awareness are considered determinants of marketing success in any business organization. Kotler and Armstrong (2014) points out that client and staff contact is key in enhancing chances of consumer loyalty (Kotler and Armstrong, 2014). According to Kotler and Armstrong (2014), motivation of staff increases their willingness to serve customers better. Consumer loyalty can be used to enhance business relationships. Such tactics are used by the staffs when dealing with customers, particularly those that are considering to loyalty to the company (Day and Crask, 2000). The important qualities range from communication competencies, etiquette, and manners (Pettijohn, Pettijohn and Taylor, 2002). To enjoy the benefits from positive and effective customer relations, it is important for a firm to equip its staff with such skills applicable towards building up the customer satisfaction process (Day & Crask, 2000). The marketing theory states that an organization’s marketing success is largely reliant on the company’s sales team and relations with its customers. A customer oriented sales tactic is considered a factor that can build a strong relationship; known as a customer-oriented sales strategy. Customer satisfaction is a precursor to product loyalty, which consequently leads to numerous positive results for an organization. Research has contributed towards promotional performance presenting different criteria towards the establishment of promotional strategies. Unfortunately, there is little data on consistent explanations, metrics and definitions, and a common subject of study in marketing that is rarely justified. In organizational promotional performance and in this paper specifically, there is a belief that the actual sales recorded as well as market share is considered before and after basic employee-customer management skills improvement. Performances must be measured using key performance indicators such as market share and turnover levels and an accurate representation of improved performance made. An inflated market share represents the impact of improvement in basic skills for the company’s employees. Other organizational promotional improvement measures include the use of profit contribution, quality of products produced, customer satisfaction levels, brand loyalty, brand awareness, brand equity, purchase intention, as well as accounting and non-accounting measures. To increase the customer base of a company, it is vital for market oriented organizations to pay attention to customer satisfaction, particularly the individual’s wants and needs and at the same time attain the customers’ unique and selective objectives (Duplessis, Strydom & Jooste, 2012).
The competitiveness of the present business environment warrants the use of responsive and customer-focused strategies. A responsive employee must gain certain skills when handling customers to assist the organization in achieving its business objectives. Literature demonstrates basic skills to be of prime value to employees who are in contact with customers; patience, attentiveness, communication skills, knowledge of the service or product, efficiency, persuasive skills, tenacity, and calmness. Deery, Iverson & Walsh (2006) study of 100 customers and 90 customer contact employees in Britain, determined that there were differences in the perspectives from the two groups. According to Deery, Iverson & Walsh (2006), the customer oriented employees under study had a rating that raised the significance of a number of specific skills as well as competencies, and their peculiar performances compared to the ratings of their customers. Similarly, the customer sales assistants often seem to overstate the importance of the aspects of service delivery.
Justification: It is important to look at different points of view that is, that of the customers and that of the employees in the adoption and use of the basic skills when they are carrying out their duties. The China Times seems to be aware of this fact by virtue of them putting measures in place to ensure that their customers attain high levels of satisfaction whenever they interact with the company’s staff.
2.2.7 Role and Script TheoryContrary perceptions on handling customers occur because the two groups have varying role expectations and the service scripts might be poorly defined. An appropriate script between an employee and the customer can lead to the exchange of expectations over the events that it will occur in an expected pattern of events, and this is known as the role and script theory, which suggests that customers and employees are limited in disclosing the facts related to customer service with each other (Broderick, 1998). Relationship between a customer and an employee should be developed through dialogue. When relating to customers, employees are expected to employ a skill that corresponds to the creation of value to the customers (Sharma, 2001).

Laurenhan 2013
Figure 2.5 Script theory
According to Keller (1993), there are three benefits of creating top level brand awareness and these include learning, consideration, and choice benefits. These are explained as follows:
Learning benefits: influence the manner in which consumers understand brand connection, which consists of the brand’s image.
Consideration: Raising brand awareness guarantees that when consumers make a brand purchase, it will be part of the consideration set.
Choice benefit: Brand awareness influences openly the choice of brands in the consideration set and influences a purchase. This implies that a consumer names a specific brand when asked from a specific category.
It is essential to be aware that brand recalling amounts to a product being viewed as a market leader in terms of units sold thus has quite significant brand recognition. Brand recognition is the capacity to keep in mind a brand where a list of different brands given to an individual. Individuals know a brand symbol when the individual sees one, but one does not need to recall a brand through sight only.
Justification: In the case of China Times, the promotional technique chosen will explore the suitability of marketing indicators regarding the enhancement of basic skills among employees in contact with customers, by first focusing on the theoretical perspectives that have been developed from this concept. Designing of the promotion methods when looked at in a broader manner consists attributes that the entire company commits in the attainment of customer satisfaction, creation of brand awareness, larger market share, and more sales (Ambler, Kokkinaki & Puntoni, 2004). In general, there are four proponents that have been developed in respect to promotional performance, and these include the following; agency, orientation, institutional and control perspectives (Harris, 2001). All of which are supported by the research findings.
Benefits of brand awareness
2.2.8 Brand LoyaltyBrand loyalty has been described by Konieweski (2012) as high brand recognition. According to Konieweski (2012), confirmation of prior positive information about a product increases product loyalty. Various aspects such as hype, repeat purchases, price sensitivities, commitments, and brand trusts all amount to customer satisfaction. Consumers become loyal to a specific brand provided as long as it stays in the market. The consumer is highly unlikely to purchase from a different supplier, within the same good or service class. Brand loyalty exists when a consumer exhibits confidence in a given brand and supposes it to consist of the right product feature, quality, and sold at the right cost. Emergence of cheaper similar products from other brands does not change the perception of the customer. Brand loyalty can be created through measures such as free issuance of a newspaper, issuance of a quality product, continuous improvement of the product, and the development of a wide distribution network amongst others.
To create brand loyalty, a businesses must know their specific market, and then move further to target them as well as marketing their product, and finally to ensure easy access of the company’s products, provision of customer satisfaction, and alluding constant innovation in a product, and offering schemes on a product to ensure repeated purchase.
The following is a diagram that shows how the various aspects of branding interact to form brand awareness:

Figure 2.6 Brand Linkages
Brand awareness is the focal point of the brand linkages model. A customer achieves brand awareness through instant identification of logos, symbols, and names and attributes the same to particular product. Brand awareness is closely associated with brand equity, and it is linked with a consumer’s memory. A concentric approach provides the best means of measuring brand equity on the consumer’s memory and which is concentrated on brand association. This is due to the fact that there can only be brand value that exists for retailers and producers when the consumer places value on the brand. Hence, brand awareness is a subset of brand equity, but bordered by brand associations, brand loyalty, and perceived quality. A new brand relies on brand image, which contains multifunctional tangible features that permit the consumer to identify with a product. The idea behind brand image involves every entity that is linked with brands, and they include logos, symbols, wording and colors. This relates to the manner in which consumers conceives a brand. To create a strong brand, organizations need to engage marketing activities that are associated with strong, constructive and have selective connections with the brand at the back of the mind of the consumer. This allows consumers to acknowledge the value of a brand.
Justification: Brand loyalty can only be achieved after the target consumers are made aware of the product. One of the ways through which consumers can be made aware of a product is through advertising. Once they are aware of the product, the consumer can then make a deliberate attempt to purchase a product to sample its quality in comparison with what he or she is used to. This research highly acknowledges this theory as the whole research is aimed at creating brand awareness for China Times so as to attract more clients. Attracting clients would be great, but attracting them and getting them to be loyal to the brand is what the study hopes to help the company achieve.
2.2.9 Media and Brand AwarenessThe rise in the use of digital media provides China Times with another avenue for getting their messages to their customers and build on their market dominance. The internet and the networking sites such as Sina Weibo or Facebook provide platforms for interactions, access of news, and sales. Without doubt, digital media today ranks as the most effective means of passing information targeted to reach billions of consumers across the world on a day-to-day basis. With advancement in communication technology, a significant number of people access social media networks make it to an advantageous platform for marketing. Mass communication methods have led to contemporary promotional strategies focusing on brand awareness as well as promotions and distributions strategies. The dynamism in the digital environment provides newer methods of promotion that relies on modern advanced tools. Promotional techniques can be conducted externally to local and international markets breaking boundaries of distance to reach a large number of potential customers. The objective of product promotion is to reach a large number of people in the shortest time and as cost effective as possible.
Social media within the context of a modern promotional tool provides opportunities that can reach wider audiences in a far more interactive manner. The interactions provide for conversations between a customer and the organization as opposed to merely providing education to the customer. As a form of interactive media culture, such network platforms function as forms of mass communications that through new technologies permit enormous amounts of product as well as distribution of information to reach the widest audience as much as possible. Nevertheless, there are shortcomings to the usage of virtual mechanisms to promote a product or a brand, and it includes system (server) crash or fail and information overload. There is a risk of losing stored information in the system.
Justification: The world todays is making a digital migration in almost every sector of the economy. The global newspaper industry has not been left behind in this digital migration. A lot of people in the world today not only use the traditional advertising platforms like newspapers and billboards but also the media platforms like Facebook, Twitter, other social media platforms as well as television channels. This study utilizes this theory to not only create brand awareness for the China Times but also suggest the use of the China Times’s media platform to expand the company’s market reach.
2.2.10 Brand StrategiesBrands can explore several strategies to ensure that their customers are engaged on their platform. Some of the strategies include brand entertainment and personal advertisement.
2.2.10.1 Brand entertainment
A company can develop a social game for the users. The advantages of these platforms include engaging the users in the content of the brand. Users are more likely to take in and continuously enjoy the advertisements when they are engaging and attractive other than one that is bothersome such as the pop-up advertisements.
2.2.10.2 Personal advertisements
It is another strategy that can function properly for firms as they increase the chances that the brand shall be anthropomorphized by the company’s customers. The personalization multiplies through click intentions and when the information has been gathered about the customers. Organizations need to balance between promotions of their content to the customers on their social media platform and remaining less invasive on the lives of their customers so as not to be considered a bother. There are vivid internet advertisements such as the use of animation that can draw the attention of the user to an advertisement. Nevertheless, the user may think of it as a distraction when they are attempting to take in a different part of the site, such as when reading some information. In addition, when enterprises go an extra mile to gather data about their customers and then personalize such advertisements to the customers, it builds the relationships with the advertisement. When the data is collected in a hidden manner, may feel their confidence has been betrayed. It is critical that a brand utilizes personalization when running their advertisements, without the need of make potential customers feel vulnerable or have their trust shaken.
Justification: The title of this paper and the research objectives make it apparent that the study or the firm that is to benefit from the study needs to conduct proper advertisements to tap into the new market into which it has ventured. The research findings do agree with the theory’s suggestion that there are various advertisement methods from which the firm can choose. Whichever method the firm adopts will depend on its resources as well as the consumer group it is targeting. It is also recommended that the firm uses a mix of various strategies to appeal to more target groups.
2.2.11 Macro Environment Factors
Analyzing the macro environmental factors should give China Times a better understanding of the newspaper industry in Dutch market. It provides a bigger picture of the industry and shows the factors that shall affect to China Times while planning strategies.
2.2.11.1 PESTLE Analysis
PESTLE analysis analyzes macro environment factors in six factors (Professional academy, 2016). These factors cannot be controlled by people or companies. They are political factors, economic factors, social factors, technological factors, legal factors and environmental factors.

Figure 2.7 PESTEL Analysis with six factors
Justification: The macroeconomic factors that govern the operations of a business are very crucial to the success of that business. If China Times is going to gain inroads in the Dutch newspaper industry, they are going to have to base their strategies on the macroeconomic factors of the Dutch market. The findings and recommendations of this study are based on the careful analysis of various macroeconomic factors in the Dutch market, as well as how China Times can take advantage of some of these factors.
2.2.12 Competitor Analysis In marketing, competitor analysis is an evaluation of the weaknesses and strengths of the potential as well as the present competitors of an organization. This evaluation offers both a defensive and offensive strategic framework to identify the threats and opportunities that an organization has. Competitor profiling blends all the appropriate sources of competitor evaluation into one system in support of the effective and efficient strategy creation, application, observation and adjustment. Competitor analysis is a vital element of corporate strategies. Many researchers argue that many companies do not carry out this kind of evaluation as systematically as they should. Instead, most businesses work under what is referred to as informal conjectures, intuitions, and impressions gained via the information tidbits about rival firms that managers receive continually. Consequently, using the traditional means of scanning exposes many companies to risky competitive blindspots due to weak analyses of competitors.
Justification: The study findings heavily rely on this theory. The study utilizes the theory to analyze the competitive advantages and disadvantages that various competitors of China Times in the Netherlands have over it. Companies like the Asian Times are seen to have been in the industry much longer than the China Times and have managed to attract loyal customers. The Epoch times, on the other hand, publishes in many languages hence has a broader readership and more revenue and resources to enjoy the economies of scale while making their productions. Analyzing the various elements that make each competitor a threat would help China Times know how to go about edging their competitors.
2.2.13 Ansoff MatrixThe Ansoff Matrix is yet another tool for marketing planning that aids a business to determine the marketing and growth strategy that suits it best. The Ansoff market or product development matrix makes the suggestion that the attempts of a business to grow rely on whether the organization markets existing or new products in traditional or new markets. The output generated from this matrix represents a sequence of recommended growth models which give the strategy some sense of direction. The table below represents all the elements that aid in making a successful Ansoff matrix analysis.

Justification: From the finding of the study, one can see that the researcher uses the ansoff matrix to try to map the growth potential of China Times in the Netherlands. The theory helps the researcher to clearly lay down certain elements of the China Times’s operation model and how they mirror the firm’s ability to grow in the Dutch market. The theory helps the research determine ways in which the company is penetrating and developing in the market, as well as ways in which the company can develop new products in the new markets using both the old and new ways.
2.2.14 BenchmarkingBenchmarking is a means of finding out which is the best performance that is being attained whether in the organization, its competitor or a completely separate industry. The information obtained from the process can then be used to point out the loopholes in the functionality of an organization so as to give it a competitive edge over its competitors. Therefore, those who practice Six Sigma need to fully understand the use and purpose of benchmarking. They also need to gain proper insight into the method to ensure that the benchmarking is in line with the management objectives of the company and comprehend the difference between bechmarking and approaches like competitor research.
Justification: The study utilized this theory to try and determine what might be working for competitors like the Asian Times that can be borrowed by the China Times. Since the China Times is relatively new in the Dutch newspaper sector, benchmarking was important in determining some of the methods that might be working for firms in the market that do not work as well in the market that the China Times is used to.
2.3 Relevance Tree
The objective of the paper is to explore how a promotional plan created for China Times will affect brand awareness. The hierarchy of effects theory suggests that awareness is followed by knowledge as the initial stage of the purchase process. In the theory, purchase is directly affected by brand awareness which is associated to recognition of a brand. In addition, it signals the strengths of a brand’s presence in the minds of consumers. Brand awareness is manifested in two forms; brand recall and brand recognition. In brand recall, customers are able to name a brand when called upon due to familiarity from past exposure to the product. For instance, a consumer of Chinese newspaper in Europe, when asked to name a brand spontaneously mentions China Times.
A promotional scheme specifies the level of attention to pay to each of the elements mentioned above and the resources that should be allocated thereto. Essentially, there are fundamental goals of promotion which include the following; availing information to company’s consumers, increasing demand for products, and establishing differentiation of a product in the market. The objectives of a promotion can lead to a broad range of benefits which includes the increase in sales, acceptance of a new product, development of brand equity, as well as positioning, development of a corporate image, and competitive relationships. The concept of sales or product promotion is often applied internally by the marketing organization. Techniques to be employed include the use of a completely integrated, long run and broad scale promotion across Netherlands to reach the Chinese Community in Europe.

Figure 2.8 Relevance Tree

2.4 Theory FrameworksResearch Question 1 Research Question 2 Research Question 3 Research Question 4
What are the current developments of newspaper in the global newspaper industry? What is the current position of China Times? What are the opportunities for advertisers using the China Times to improve the business practices? What is the best promotion plan specifically designed for China Times?
↓ ↓ ↓ ↓
Theory Foundation Theory Foundation Theory Foundation Theory Foundation
PESTAL Analysis
SWOT Analysis
Confrontational Matrix
Customer Satisfaction Role Theory
Table 2.4 Theory Frameworks
2.5 Chapter Summary
The creation of brand awareness is multifaceted involving several elements, but ultimately linked to customer-centered approaches to customer management. This ensures product loyalty and customer satisfaction, which consequently leads to brand recognition and brand recall. The hierarchical, control, and agency theories are used to explain the relationship between customer satisfaction and brand awareness. An employee who interacts with customers regularly yet lacks communication skills is considered a liability to the organization and can cost the firm losses in terms of sales and market share. Such employee’s actions may result to low customer satisfaction. The text has summarized the skills into three measure parameters namely: attentiveness, sensitivity, and perceptive. The three are key communication devices. Employees need to be trained on the firm’s products and customer centric approaches. Performance comes as a result of successful promotional strategies and can be measured using either accounting and non-accounting methods or both. Customer satisfaction as a method of measuring promotional performance stems from an improvement in the basic skills, and which in turn leads to loyalty and enhance brand awareness at a micro-level. In order to attain brand awareness, brand loyalty is necessary. A firm needs to use a promotional strategy that will increase customer satisfaction thereby leading to brand loyalty.

Chapter 3 Methodology3.1 Introduction
This chapter provides a guideline that aids in the understanding of how the general researched problem has been handled. It then describes the methods that have been to work out the primary research of this thesis to answer the research questions.
3.2 Research Questions
This study follows the creation of brand awareness for the China Times operating in the Netherlands and wider area of Europe. Brand awareness’ strength perspective holds that name, company logos and symbols invoke certain capacities, resources, and knowledge that is inherent in every company and in every industry. With regard to the creation of brand awareness, the strengths perspective holds that brand awareness can function as the opportunity for growth and be a source of unrivaled market success. A company seeking brand growth must be conditioned to take into account their opportunities; rather than the lack of opportunities when committing to market functions and sales. Intrinsic strengths in brand awareness and brand conscious companies have trounced normal, typical and pedestrianly beliefs, given the persistent competition and pursuit of product differentiation (Baker & Hart, 1989).
Companies that have gone above their present brand constriction are perceived as the success in the market. Even though market leaders are a success to other companies within the industry and perceived with interests to other companies that do businesses with them, they peddle half-truth notions that every other company that has risen above market restrictions has attain such unusual triumphs. Affirmative action, strengths and resiliency views have perpetuated social equality in the direction of its key goals. No social equality view has had a transformational role in transforming social and personal views on brand inequities.
3.3 Research Design and Data Collection
In business research, rebranding describes three dissimilar events: change of name, change of brand visuals such as palette, logo, and positioning of the brand. The application of the term branding to connote events are misleading and confusing. Alteration of the name as well as the design and repositioning constitute the branding process and it has seemingly become difficult establishing a theoretical definition. Most research reports indicate that organizational branding differs from product branding.
This section explores the methodology used to come up with the findings of this study by giving the framework that the researcher used. This research shall apply the qualitative techniques to determine how to create brand awareness for China Times in an effective and adequate manner. It is vital to take note that as a result of time limitations and easy access of the respondents, the researcher shall apply a survey questionnaire method for obtaining results. The qualitative methods can be used in order to analyze the critical issues that are a part of the research problem. Hence, a method of triangulation involving the qualitative techniques will be used to provide back to back information on the method. This shall assist in harmonizing the technique to greater results of the two methods, and hence offering the researcher with a clean viewpoint of the study issue.

Figure 3.1 Primary researches in the thesis research
3.3.1 SurveyIn this research, the units of analysis are readers’ characteristics. And the unit of observation includes readers of China Times and clients of China Times.
3.3.2 SamplingAccording to Mark Saunders (2012), the most important method of research is considered to questionnaires, as it is the most direct and intuitive method to a researcher when seeking the views and opinions of China Times.
The determination of sample size will be based on the formula of N=Z2*(P *(1-P))/E2; the reliability Z is considered as 95% because the chosen respondents are the readers of China Times. The minimum sample size will be 100 as only one person to do the research in this time range CITATION Mar12 l 2052 (Mark Saunders, 2012).
3.3.3 InterviewInterviews shall be conducted on the corporate clients of the newspaper to determine their perceptions and their output after placing advertisements in the newspaper.
3.3.4 ObservationObservation is based on the working experience in 8 months in China Times.
3.3.5 Research FrameworksResearch Question 1 Research Question 2 Research Question 3 Research Question 4
What are the current developments of newspaper in the global newspaper industry? What is the current position of China Times? What are the opportunities for advertisers using the China Times to improve the business practices? What is the best promotion plan specifically designed for China Times?
↓ ↓ ↓ ↓
Research Method Research Method Research Method Research Method
Primary Research
1. Observation: (Macro Factors in the Netherlands & China Times positioning)
Secondary Research
1. Online market data (market competitive review of the newspaper industry)
Primary Research
1. Surveys (100)
2. Interviews (15)
3. Observation: communication with colleagues about Asian News
Secondary Research
1. Company Data (Analysis of competitor, Asian News) Primary Research
1. Surveys (100)
2. Interviews (15)
3. Observation: working experience in China Times
Primary Research
1. Interviews (15) :
(-Customers Response towards Employees’ Attitudes when serving them
– Responses of the clients on Perceived knowledge of Employees Knowledge on the Product
– the responses in respect to the user-friendliness of the website)
Table 3.2 Research Frameworks
3.4 Assuring Credibility of the Research
Content validity implies the degree to which a tool illustrates the elements under the research. To attain content validity, the questionnaires contained a number of questions on the customers’ knowledge of branding and brand awareness. Considering the interview, certain questions asked by the researcher to read into the non-verbal communication elements of the interviewees. This was done to prevent the interviewees from contradicting information in the priori theory. Reliability can be assured by laying bare minimum the origins of measurement error such as data collector bias. Data collector bias was reduced by the researcher, as the researcher is the only one who prepared and sent the questionnaire materials to the respondents. Moreover, the researcher exhibited certain personal attributes to the respondents for example; support and pilot testing was conducted to ascertain the flaws on the questionnaire to minimize the errors of measurement and then test for consistency. The study used not only nominal but also ordinal scale to establish the objectives and issues under the study on China Times brand awareness.
Bias in data collection refers to the tendency that inhibits unprejudiced reflection of a question and in research bias may occur at several phases of a process such data collection, planning, during analysis, and when the results are published. The researchers used a self-completion questionnaire relying on postal services. Beebe et al (2012) suggested a category of bias known as nonresponsive bias and it is clearly indicated in the case study and was similarly reported in the Australian research. According to Pannucci and Wilkins (2010), bias should not be considered a dichotomous variable, and the interpretation of bias cannot be restricted to a simple inquisition and that which seeking to know whether it was present or not. Instead, Pannucci and Wilkins (2010) suggest that the reviewers of research data collection must evaluate the degree to which the bias was controlled by a proper study design. As some level of bias is always present in every research, reviewers must consider the bias influence on the results and conclusions. In the case study, it is obvious that there was a selection bias in data collection. Selection bias might occur during identification of the investigation of the population. The perfect population is one that is clearly defined and is reliable and accessible. Selection biases occur when the systems used in engaging the participants into separate units for investigation are intrinsically different.
3.5 Planning and Execution of the Research
The paper relied on both interviews and survey questionnaires when collecting data from relevant participants. The size of the sample was established at 100 respondents of the company’s potential customers. And the interviews were established at 15 respondents of the company’s clients. Since this is a qualitative research process, the paper shall provide its report on findings in the form of charts and tables for easier digestion by the reader.

Figure 3.2 Gantt-chart for planning and execution
3.6 Chapter Summary
In chapter 3, the tools of data collection is given which matches to the research framework states in chapter 1.6, explains the organization and planning of the entire research. For the next chapter, it will show the research findings according to the research questions.
Chapter 4 Research Findings4.1 Introduction
This chapter highlights the theoretical concepts applied at the theoretical foundation of the study. The chapter will analyze the theoretical concepts in order to outline factors that support and justify the findings.
4.2 Evaluation of Research DeviationInformation presented in this chapter was collected from research instruments used during the data collection process from different stakeholders in the company. The objectives analyzed encompass the important interests towards the knowledge of brand awareness for China Times.
During the course of the research process, it may be possible to deviate to other ideas that were not captured in the proposal. When the research process deviates to new ideas, it may leave the research objectives in an incomplete structure with unanswered sections. However, this paper is strictly focused on the research objectives to avoid deviation into other ideas that are not incorporated in the study.
4.3 Findings on China Times Positioning & Industry in Global MarketResearch Question 1: What are the current developments of newspaper in the global newspaper industry?
Research Question 1: What are the current developments of newspaper in the global newspaper industry?

The findings on the research question were facilitated by
– Observation during China Times positioning as well as research on the observed elements
-Secondary data – market competitive review of the newspaper industry
4.3.1 China Times PositioningWhile working with the China Times in the Netherlands, I made a number of observations on the interesting factors that make the Netherlands market a unique one for the China Times. My observations coupled with research on what other scholars say about the business environment helped in developing the PESTLE analysis below.
PESTLE analysis
Political issues:. The Netherlands does not have a volatile political setting. The country is predominately a multiparty nation with 94 political parties, which ensure that all interested in governance get a chance to try to take on leadership (Zeng, 2008). Besides, the country’s government has favorable policies for both local and international companies to thrive within the country. It offers subsidies to international firms to help them set up in Nether lands, and allows for advance clearance of taxes within any EU country (Witjes, Vermeulen, & Cramer, 2016). With this kind of enabling political environment, any serious international company should find it easier to start or expand their brand in the Netherlands than in many other countries (Zeng, 2008).This has resulted in a liberal and forward charged nation which, in turn, is quite supportive of the media industry. As such, China Times can expect to have a favorable political environment for the foreseeable future.
Economic Issues: The Netherlands has a very large economy with many consumers. By the end of 2014, the country’s GDP was ranked 17th in the globe (Witjes, Vermeulen, & Cramer, 2016). Also, the country has established an advanced infrastructural system which allows for easy transportation of goods to markets. By 2007, the ports of Amsterdam and Rotterdam used to transport goods which accounted for approximately 45 % of the EU’s total transportation of goods (Zeng, 2008). This kind of system will enable the china times to produce and easily transport whatever they need to get across the country. In addition, the country has favorable policies like reduced taxation and subsidies on international firms (Zeng, 2008). Therefore, China Times has an opportunity to enhance its brand identification in the nation. The Economic policy making process of Netherlands involves an assessment of the current global market forces and the resources available to the various industries. This information is obtained by the government courtesy of in-depth consultations with Employers organizations, trade unions, workers entities, and financial experts (Witjes, Vermeulen, & Cramer, 2016). As such, the economic environment in the Netherlands is vibrant and greatly promotive to the media and many other industries. This is why most of the world’s top 500 firms such as Philips, Shell, Akzo Nobel, and Unilever etcetera prefer to set base in the Netherlands (Zeng, 2008).
Social issues: From a social standpoint, China Times has already attracted a substantial client base. This is predominately owing to its excellent information relay system and adeptness. In addition to this, the Netherlands has long had a tradition of social tolerance. The country’s culture has gotten so open that most foreign people find it suitable. In fact, the capital has registered inhabitants from over 200 nations (Witjes, Vermeulen, & Cramer, 2016).Consequently, this has greatly contributed to the massive influx of Chinese persons in the country. Since this fact has not changed and is not likely to change, the Netherlands continues to be a prime region for Chinese media such as the China Times to grow and flourish.
Technological issues: China Times is at the forefront of technological prowess and utilization. In this respect, the company encompasses an online presence that effectively enables them to maintain a link not only with the Dutch people, but with the entire World. The Netherlands has also become one of Europe’s most maturing nations in IT (Witjes, Vermeulen, & Cramer, 2016). Most persons in the country are conversant with technological devices such as tablets and iPads. This means that media entities such as the China Times can fully utilize the technological space in order to further their company’s prowess in the industry, an aspect which China Times has been sure to observe (Witjes, Vermeulen, & Cramer, 2016).
Legal: The legal environment evident in the Netherlands does not offer considerable hurdles which may prove difficult for any entity to overcome. Instead, any entity is able to be conceived and operated with minimal interference from the government. The legal requirements for any new economic entity are straight forward, delivered and administered by an effective governmental legal team. The Netherlands is famous around the world for its commercial laws, investment policy, and economic degree of openness; there exists no national boundary and no line demarcating the local from the international trade in the country (Zeng, 2008). The country has one of the world’s most open trade investment policies and the government gives subsidies to lure foreign firms to get into the Netherlands. Aside from the open policies, the country also has an extensive “tax revenue treaty network” and a bonded warehouse regulation which help keep the taxation rate, even for foreign firms, low (Zeng, 2008). An advantageous environment is paramount to the success of any economy; this is especially true for the media industry. The freedom of speech in the Netherlands is also a highly-upheld right element which substantially supports such media companies as China Times (Witjes, Vermeulen, & Cramer, 2016).
Environmental: Environmental analysis of the Netherlands reveals conducive surrounding that fosters and nurtures a spirit of open market and gears its citizens towards innovativeness and improvement of the economy through entrepreneurial efforts. This is a considerable positive element towards the improvement of China Times’ brand presence. The presence of large, densely populated cities provides plenty of market for the media industry. The country has a population of 17 million people with an adult literacy rate of approximately 96% (Witjes, Vermeulen, & Cramer, 2016). This means the country provides a very good market for the China Times.
4.3.2 Current Developments of Newspaper in the IndustryThe internet and digital growth has influenced the value of news generation, gathering, and circulation in significant ways. While most media firms have merely enhanced their web pages, and consequently offer RSS feeds, web journals, and mobile-based applications, media firms are still restricted by the enormous costs of their physical outputs (Franklin, 2012). Consequently, digitized news providers boast of lower costs and hence have an upper hand over their print-based rivals (Franklin, 2012). Few online firms have had a successful development of viable digitized business models for information relay services. Because of the tremendous amount of news and data accessible on the web, few individuals will pay for digitized news (Franklin, 2012).
Sales from advertisements on news destinations are increasing; however, they are still low when compared to the sales from print advertisements. One reason behind this fact is the price per advertisement from online advertisements is comparatively low. This can be described by the high number of the advertising space that is available as well as the divisions of readers into a small cluster and the short time that online users spend on a specific web page (McPhail, 2010). Moreover, confirmed estimations for online news consumption, which are widely acknowledged by all the stakeholders, are clearly a miss. Effective adoption of pay models is probably non-existent, for the subscription model, which hurts news companies. There are certain newspaper publishers that have tried, albeit briefly with the pay wall model, but have since abandoned it because the subscription sales could not offset the huge deficiency of advertising revenues from the lack of readership after the introduction of the model (McPhail, 2010).
In recent years, fresh attempts have been made by media companies to design the model around premium content, for example, the Sun, as well as the New York Times in the UK and the US respectively commonly introduced this model (Franklin, 2012). Other pay-to-read models, combine subscription for the print as well as the digitized editions and provide subscriptions for news alerts on specific mobile devices (McPhail, 2010). There are other providers that give subscriptions to certain content and news from specific sources, and block out the other parts to their subscribers. However, on the digital platform, the news sources that emanate from the giant search engine Google has been successful. In broad business terms they have managed to engage a large number of users utilizing low-cost user-produced news (McPhail, 2010). News aggregations offer links to certain news headlines and from different sources that are ranked, and then classified according to the unique preferences of the users. News publishers think they ought to be compensated by aggregators for the links they provide to the news sources, on the other hand, news aggregators; point out that the other faction must benefit from the traffic that they try to produce to the other’s websites, and this implies that the aggregation commitments are in symbiotic benefit. Consumers profit from the abundance of ‘free information’ and the choices are customized to their own tastes (McPhail, 2010). However, there are concerns, on whether the market can hold such expected quality of products. One can question the vulnerability of news genres, for instance, investigative reports, constant reporting on European governments and politics, and news from abroad in China.
The rising market of digital publish
Wischenbart, (2013) conducted a market competitive review of the newspaper industry. The research was based on the developing nature of the market outcome in terms of digital publishing, shifting distribution channels, developing business models and strategic partnerships. The researcher was overly concerned with the trend of growing need for the media in its new form. He noted that the market is currently driven by complex media consumption needs. This has resulted in the move to online and digital readership. As such, the trend is diminishing the value of print media as well as the aspect of advertising and distribution chains of the print new paper.

Figure 4.1 Showing growth in digital media and decline in print media ad sales
The overall economy however shows positive developments further the economic instability experienced in the past few years resulted to more complications in the industry. As a result of these implications the newspaper management has resorted to further reduction of costs in order to counter the losses that are continually experienced. The conclusion of the research indicates that incorporating the business to shift to online distribution of newspaper and magazines as well as launching of new titles will drive the market to increased profits. The factor of introducing new titles in the industry and minimized foreign ownership regulations has created a sense of stability in the industry. This shift is the only other option that is equated to the drastic takeover that has occurred due to digital printing and advanced technology. Today, the market has shifted the integration of news and information in the television consumer consumption.
According to responses from the interviews in previous studies, digitized circulated news has increased by up to three hundred percent, while print media circulation has fallen by thirty percent.

Figure 4.2 Showing increase current developments of newspapers in the industry In general, the global circulation of newspapers dropped by just 0.9% in 2012 (MarkeitngCharts, 2013). The losses in regions like North America were totally offset by the gains in regions like Asia. MarkeitngCharts Staff (2013) reveal that more than half of the world’s adult population read newspapers, with 600 million doing so in digital media and 2.5 billion doing it in print (MarkeitngCharts, 2013).

Figure 4.3 Showing newspaper circulation trends in 2012

4.4 Current Market Position of China TimesResearch Question 2: Current Market Position of China Times
Research Question 2: Current Market Position of China Times

The findings on the question were facilitated by
-Competitor Analysis
-Questionnaire
-Company System data
4.4.1 Competitor AnalysisCompetitor analysis is a strategy that assesses the weaknesses and strengths of a firm’s competitors. The analysis gives the researcher or whoever is employing it the strategic framework of pointing out threats and opportunities. Many companies employ competitor analysis in their corporate strategies. A properly crafted competitor analysis can help a company know its competitors well enough to come up with strategies that would take them weeks to catch up with. All this while the firm can take advantage of its lead to grow its revenues.
China times’ main competitor comprises of Asian news, within the Netherlands. As such, an evaluation of the competitor state of the industry could prove invaluable. The two companies are constantly attempting to outdo each other resulting to a highly competitive media industry. This has resulted in a high barrier against new entrants. However, China Times has a number of other indirect competitors in the Dutch market like Epoch times. The Epoch Times is considered an indirect competitor because although it targets Chinese audience in the Netherlands too, it is more about political news and not business news like the China Times and the Asian Times.
China Times Asian Times Epoch Times
Overview and Profile It is a daily newspaper founded in February 1950. The media organization traditionally publishes in Chinese language. It is currently headquartered in the Chinese capital Taipei in a district known as Wanhua. Founded in 1992 and is the largest Dutch bilingual newspaper in the Netherlands. Corporates with Xinhua News Agency, China News Agency, Xinmin Evening News and other news units. The first English version was launched in 2003 on an online platform. In 2004, the first print version was launched. The company is privately owned. The Chinese version of the newspaper was started due to the rising need of the world to learn about the happenings in China.
Competitive Advantage An innovative and open-minded design team which manages to create nice looking newspaper pages which attract both customers and those interested in advertising in the newspaper. Has been in existence in the Dutch market much longer than the China Times. Therefore, they have established a large, loyal, and avid customer base. It publishes in more than 35 countries across the globe using 21 different languages. Therefore, it has a wider reader base, hence is more likely to make higher overall newspaper sales than the China Times.
Target Market Chinese community living in the Netherlands and Chinese speaking Dutch businessmen interested in Dutch-Chinese business Chinese community living in the Netherlands and Dutch businessmen interested in Dutch-Chinese business It serves a large international group of readers interested in learning about events in China. It also serves Chinese people outside the nation that are interested about events, especially political events taking place in the country.
Confrontational Matrix for China Times
Opportunities Threats
O1 O2 T1 T2
Strengths S1 3 3 1 1
S2 2 3 2 weakness W1 2 1 1
W2 Table 4.1 Confrontational Matrix for China Times
The numbers assigned represent votes of confrontational strategies with three (3) being the most voted strategy and nil (0) being the least confrontational strategy.
4.4.2 Current Characteristics of China Times’ readershipChina Times as an independent newspaper is mainly based on exchange of culture between the two nations. As such, the aim of the newspaper may not have been based on the fact of technological advancement when it was initiated. Further, the company had done due diligence in finding the need for the company to launch the newspaper. Other than offering news the aim of the company is to socially promote the recognition of culture that is highly exalted by the two communities. These objectives were and still are incorporated in the basis of circulating the paper.
The initial strategy was based on producing a bi-weekly paper that contains relevant information that can be used by Chinese living Netherlands as well as the people in Netherlands. The strategy included branding the newspaper as the most colorful and informative paper. As such, the paper is readable because it contains vital travel details, the information about China as well as features on Netherlands. The issue concerning global trend influences is a matter of a rift between the ideologies of the initiators of the magazine and the demands of the readers. The changes in the market are inevitable driven by technology and changes in consumer needs.
China Times as a business entity is affected by the competitive market forces in the newspaper industry. Many readers prefer to use digital means for reading the newspaper as such, the market forces compel the company to match up to the needs of the consumers. The digital market is continually upgrading with every new day and more advantages are realized in the market. The media industry is equally affected by the changes of digital media however some of the readers are still inclined to utilizing the hard copy. This effect needs to be critically reviewed by the company in order to strike a balance in meeting the already integrated consumers and the ones that are still left behind but in the process of advancing.
Base: Total Adults Men Women Adults 18-34 Adults 35 -54 Adults 55 or older
Target population % 100, 000
100.0% 77, 314
77.3% 22,686
22.7% 23,132 44,345 32,523
Table 4.2 Distribution of Readership by Age and Gender (via company data system)

4.5 Opportunities for China Times to Improve Business Practices with its Corporate Clients (the Advertisers)Research Question 3: What are the opportunities for advertisers using the China Times to improve the business practices?
Research Question 3: What are the opportunities for advertisers using the China Times to improve the business practices?

The findings on the question were facilitated by
-Interview
-Secondary data
-Ansoff Matrix
The customer satisfaction theory
The customer satisfaction theory involves evaluation of customers’ reaction and attitude towards products and services. Therefore satisfying consumers is considered as the major indicator of performing in business. According to the theory, it results in the tendency of consumers wanting to repurchase products and services. The manipulation of customers eventually causes their satisfaction to reduce the cost of marketing, contract risk, increases sales, value of stock available, profitability and the general company image or that of an organization. Measuring the satisfaction of consumers via dependable feedback from them is necessitated for efficient management approaches intertwined with allowing managers to introduce satisfaction development forums. (Szwarc 2006) As a media company, corporate clients in different parts of the world are utilizing the China Times’ services to its advancement in technology and the use of sophisticated methods of advertising products and services. The promoting position of China Times is influenced in a variety of ways that render it more complex. For instance, the advertising department ensures that business to the business relativity of the company gets easily accessed at the end of a consumer’s position rather than conducting business directly with it.
The advertising department has also introduced various methods appealing to clients. The methods include providing particular benefits to client companies to achieve definite premeditated objectives for example more space for coverage or discounts on the services provided. Satisfying the diverse needs of clients entails that a corporation is supposed to develop and grow tremendously. Hence China Times has an obligation of facing a large number of consumers in the diverse areas it is located and conducts its operations across Europe. The marketing and sales department of the company has the task of exploring solutions of providing adequate services to facilitate presence amongst the institutional and corporate consumers.
Szwarc (2006) states that with the prospects of expanding the organization and dominating the international platform, a corporation such as China Times relocates to new places to take advantage of the available market. The advertising and marketing departments completely focus on exploiting the resources that are available for the purpose of expansion. The aim of the exploitation is to facilitate accomplishing the expansion of the global market. To achieve the initiatives, the advertisers in the company are on the forefront of utilizing “the most advanced technological innovations that are available in the current generation.” The company urges technological organizations to provide the best equipment that can serve the purpose of marketing and advertising its services to a global audience as a way of attaining a large target audience and attaining the objectives of satisfying consumers to gain loyalty and increase the purchase of products and services consistently.
The advertisers also effectively address the components of the company such as supply chain network, revenue, and promotion of products and services and the procedure requires a brief and detailed direction with the maximum exploitation of management resources. So as to satisfy its clients and still have relevance in the market, China Times as a Media Company all rounded. It has also altered the supply chain and incorporated technological innovations to meet the needs of customers.
Research Result and Analysis
A myriad of business opportunities are presented to the newspaper industry by the evolving nature of demands due to advancement. The market position for China Times is affected by a number of reasons that makes it more complex. Business-to-business relations are easily accessible at the end user position than when dealing directly with the company. As a matter of fact, such a relationship demands specific strategies to separate itself from a unique customer experience model. First, customers tend to be flexible in terms of adapting to the changes in the market. For instance, China Times in the Netherlands wanted to increase its brand awareness through improving the advertisers’ experience.
The process involves the provision of specific advantages to their client organizations to attain certain strategic objectives such as discounts or more coverage space. Adopting the customer journey implies that a company needs to progress and that China Times must face its multiple corporate clients in different areas that it operates in Europe. Businesses have different needs, while others might only participate in different roles in the discount process. Managers of the client organizations must be involved in participation during the initial strategic discourses that are meant to improve the business, but it is left to the company’s marketing and sales department to explore solutions to increase presence amongst the corporate and institutional clients.
Dutch Company Representative Chinese Company Representative
How often do you place Advertisements on China Times Print Media? Once a month(on average) Twice a month(on average)
How many people cite China Times as the reference media Average of 6% Average of 46%
How many confirmed deals do you attribute to China Times? Out of the average 6% who reference China Times, 2% are often confirmed sales Out of the average of 46% who reference China Times, 16% are the averaged confirmed sales
Do you use other media source to advertise? Yes Yes
How many other sources of media do you use to advertise? 2 3
Can you give a description of the other media sources you use for advertisement? One a search engine media, and the other a national television One a search engine, and the other a national television
Compare these other ones to China Times Those who cite search engine are 5%
Those who cite Television 15%
Search engine 3%
Television 14%
Table 4.3 Showing Corporate Client’s Response after Interview (7 Dutch Firms and 8 Chinese Firms)
As several business organizations expand, business relocate to new business areas to take advantage of the new markets. This move puts a demand to the firm’s overall business strategy by remaining focused and consistent to exploitation of resources. These resources are mainly aimed at accomplishing of a global market increase. However, the shift can be unproductive by utilizing the existing resources without replenishing them. As such, the limited resources are not maintained but rather wasted because there is are no returns. The international markets give firms the opportunities to enhance their income potential. The emerging business environments demand businesses to go in tandem with the fast pace of technological changes and the formulation of strategies that would make them enter into new markets. The businesses will eventually expand their control in the present markets. Business experts often point out the motives why certain businesses moved to the international business arena and have been thriving, while other’s hopes on the international arena have been extinguished. Problems that might block the entry of a firm into new markets must be analyzed prior to the entry, and comprehensively addressed. It is important that business managers who have been tasked with the role analyzing the tactics of entry into the new markets acknowledge and accurately list the company’s strengths as well as its weaknesses to aid in optimization on the foreign market opportunities.
Elements of the business organizations, for example, revenue, supply chain network, and product promotions must be comprehensively addressed, and this can include a concise and detailed direction and management resources. In order to satisfy its customers and remain relevant in the market China Times needs to be an all rounded company. The advanced nature of the market today features the need for the company to make changes in the supply chain. In actual fact, the supply chain is shortened to integrate technology to the needs of the consumer. Further the company needs to strike a balance between remaining at its current position or upgrading to a more enhance, profitable and advanced way of doing business. Transferring systems from one framework to another can be costly. However, measuring the cost implications of losing business compared to the cost implications of advancing in business is critical for China Times in order for the company to remain fully relevant in the industry.
Ansoff Matrix
Many methods are available for a company like China times to develop or grow in both its old markets as well as new markets like the Netherlands. These methods include coming up with new products, or trying to gain in roads in new markets. However, it is not easy to know which method works best for various organizations. Ansoff matrix helps organizations like the China Times to contemplate the possible risks associated with each method and come up with the most appropriate solution. The tool has given several generations of business readers and marketers a quick and easy way to assess the risks associated with growth. The table below gives the Ansoff matrix analysis for the China Times in the Netherlands.
Existing Products New Products
Existing Markets The company’s organizing department has come up with various means of appealing to the existing customers like giving them benefits to make them stay with the company. The China Times is constantly researching on ways to tap into the the Dutch market. The digital news platform is one area that the company is trying to grow in its traditional markets so as to improve its reach and revenues. The company is trying to reach out to various companies with offers like discounts and bigger advert spaces on their platform to try and tap into the new market.
New Markets The China times has decided to venture into the Dutch market. The company has also invested in modern technology to tap into the growing world of digital media. It has also changed its supply pattern to fit into the consumption pattern of the new Dutch Market. China Times is also trying to explore the growing digital platform in the new Dutch market. It is using strategies like discounts and a promise of more space to try luring new clients to their company.
4.6 Designing Promotion Schemes for China TimesResearch Question 4: What is the best promotion plan specifically designed for China Times?
Research Question 4: What is the best promotion plan specifically designed for China Times?

The findings on the question were facilitated by
-Interview
-Secondary research
4.6.1 Role TheoryCommunication skills are especially vital for those in the sales and marketing because customers are known to be responsive when the matter requires them to part with their money (Jean et al, 2001). Moreover, they build value, which can be evaluated as organizational promotional performance (Salomonson, Åberg & Allwood, 2012). While coming up with a sales promotion technique for China Times, communicative skills and dimensions of perceptive, response, and attentiveness should be considered. Conversations involving customers and employees concerning price and discounts must be carried out with utmost care. Employees approached by customers for help or information need to depict genuine concern to be of assistance and be sufficiently informed of company’s products and services to earn trust (Charles et al, 2008). An employee who silently gazes at the customer shows lack of interest or knowledge. Using a word such as ‘okay’ is affirmative and implies attentiveness.
The first basic element that the study attempts to unravel is a determination of a list and a category to explore the basic skills that every employee possessed. In particular, the employees that have direct contact with customers. Besides, the company ensures that the employees are given a target that they must attain in order to accomplish the goals of the company in their daily activities. Furthermore, the company has expanded its services in order to interact efficiently with its customers through the website.
Apparently, while establishing an effective sales promotion method various aspects of perception, communication skills, attentiveness and response are considered in China Times. The conversations between clients and employees about prices and discounts are conducted with great care and concern. The employees always approach customers to assist them and provide information about various products and services to enhance loyalty. The staff members are “sufficiently informed about the company’s products and services enabling them to earn trust.” For a company such as China Times to attain a broad target audience and client organizations that consistently require its services the employees must be well informed and prepared to deal with a variety of consumers from all walks of life. The management constantly identifies marketing skills of staff members and improves them. They achieve that by introducing forums and programs for training employees on how to improve skills in order to achieve the level necessitated when serving customers on behalf of the company.
Research Results and Analysis
With the above underlying factors this study has a number of considerations which include: the interactive efficiency of the corporate customers through the company website. Taking this factor into consideration the study seeks to identify what skills an employee needs to improve in order to attain the level that is required when serving the corporate customers. These needs can be attended by the organization through corporate performance. Promotional schemes in this paper are identified within the confines of that the organization that thrives in achieving their objectives. It is a fact that all the business organizations consider the assessment of marketing as a primordial value. China Times is a multinational company, and has an overwhelming system of branches with China Times in Netherlands as an imperative auxiliary offering data and promotional space amongst a myriad of interests the world over. It is a global worldwide venture and leads in different exercises and operations all through the world. China leads in the world economy, particularly in manufactured exports, for example of vehicles and other electronic items like home appliances, cell phones, and PCs.
Responses Frequency Percentage
Seemed Tired and Bored 3 20.0%
Cheerful and Friendly 12 80.0%
Total 15 100.0
Table 4.4 Customers Response towards Employees’ Attitudes when serving them
Results from the table above indicate that up to 20% of the employees for the company risks losing customers to the company. This means losing out on brand awareness, which may hinder sales, and contracting market share. However, 80 % of the employees have served as perfect brand ambassadors for the company, which reflect on the company effectively boosting the company’s sales and market share.

Figure 4.2 showing Responses of the clients on Perceived knowledge of Employees Knowledge on the Product
The pie chart above illustrates that a high percentage of the employees showed knowledge of the product they were handling and only a small percentage had wavering knowledge on the product.
Responses on the user friendliness of the company’s websites indicate a number of company’s clients that use their webpage to make applications for advertisement spaces. Effective use of company websites will result to more benefits for the company as well as for the consumer. The consumer finds a lot of satisfaction in the presence of convenience. The consumers are able to access the website at their free time and benefit socially and economically by accessing the website. The idea of using the website for access is a cost cutting measure for both the company and the consumers. This factor easily brings together the two entities to a middle ground where they meet. At this point the needs of the consumer and the needs of the company are met on an equal platform.
Most of the time customer satisfaction does not equate employee satisfaction. In many instances the consumer tends to report dissatisfaction while the employee tries to match up with the needs of different consumers. The factor can easily de-motivate the employee if they lack skills to attend and manage crisis or unexpected outcome in relationships. Thus, the company is expected to continually provide training and incentives that will also motivate the employee in knowing how to deal with the emerging needs of the customers (Helkullah & Kelleher, 2010).
The company ought to direct the use of the website more on the social level than on the commercial level, this way the company is able to measure the response of its customers and ensure that the services offered are ideal for the client. Moreover, customer feedback is paramount for the growth and development of the customer service sector. Customers tend to have rapid and ever changing needs, trying to keep up with the needs can sometimes result to a conflict with other customers (Mosley, 2007). This is because customers tend to have varied needs and their demand to the company to fulfill their needs is the duty of the company.

Figure 4.3 Show the responses in respect to the user-friendliness of the website
From the figure above, it is clear that a high majority of the respondents have described the web page as user friendly and easy to use, while the rest claim that it is difficult to use.
4.6.2 BenchmarkingBenchmarking is a technique that companies use to evaluate the performance and processes of their organization in relation to that of other organizations so as to improve its processes. The Asian Times has a bigger market share than the China Times in the Netherlands. There must be something they are doing right to attain the level of success they have. The China Times can find ways of analyzing their promotional plans as well as those of other competitors so as to come up with ways of ensuring that its own promotional model is as effective if not more effective than the one of the competitor. Other than that, China Times can do a benchmark of various business units within the company to see what models the more successful business units use and how they can be blended with the model borrowed from the more successful competitors to create a more robust model. In this regard, the China Times needs a promotional policy that will not cost them too much and will be respectful to both the clients and the competitors (Akinruwa, Awolusi, & Ibojo, 2013). It could choose adverts; however, when developing adverts, it will have to avoid using phrases that demean the competitor or undermine the cultural values of the client in any way.
The Asian Times Newspaper company is owned by a media conglomerate known as “The Asian Times Holdings Limited” which operates in many continents (“About Asia Times,” n.d). The newspaper company creates content and branded adverts and also offers counsel to elite customers across the globe. The Asia Times has been among the credible news names around the globe ever since it was set up in Bangkok in 1995. What started out as “a printed broadsheet distributed” across the continent became a completely digital information publication by 1998 (“About Asia Times,” n.d).
As mentioned earlier, the Asia Times has been in the Dutch market for much longer than the China Times. As such, the company has managed to attract a lot of customers and keep quite a commendable number of them loyal to the firm. However, the duration of stay in the Dutch market alone is not enough to give the company a fan base as loyal as the one the company enjoys. One of the reasons taunted for the company’s grip of the Dutch Asian newspaper market is the company’s creative and dedicated team of product developers (“About Asia Times,” n.d). This team ensures that the firm comes up with quality writings and images on quality and beautifully designed papers. However, the study revealed that most of the people who have interacted with both the China and the Asia Times allude to the idea that the China Times has a more creative team of product developers going by the design and presentation of the newspapers produced. Therefore, this is a strength that The China Times needs to capitalize on if they intend to take over any significant portion of the Dutch market that is presently dominated by the Asian Times.
Also, the Asia Times has a large number of committed employees across most of their departments, a robust team of sales representatives, and business strategies that seem to be working for them (“About Asia Times,” n.d). The commitment and dedication of employees is one very significant factor in the success of any institution. As determined via the Ansoff matrix, the China Times also does have a team of strong and dedicated employees that are true to the mission and the vision of the company. And seeing as one of the reasons that people tend to associate with the success of the Asian Times in the Dutch market is that, the company needs to take all the necessary measures to ensure that it not only maintains, but also grows its team of dedicated staff (“About Asia Times,” n.d), the China Times also needs to work on improving its team of staff. With a formidable team, the company is likely to expand its operations and start giving The Asia Times a more serious run for their money.
The Dutch newspaper market, just like the global newspaper market has been going through a dynamic phase of digital transformation. The Asian times caught the wave almost two decades ago and established a well-functioning digital platform. Through its digital platform, the Asia Times has been able to reach more clients over the years (“About Asia Times,” n.d). Those that cannot buy the newspapers in the printed form or find it hard to walk around with a newspaper until they finish studying what interests then now have an easy option of accessing the information online. One unique aspect of the Asia Time’s digital publication system is that it has a properly established blogging framework (“About Asia Times,” n.d). The China Times also has a quickly developing digital publications system with blogging provisions. However, theirs is not yet as deep and as robust as the Asia Times’s. The company can help boost their digital platform by conducting some quick surveys on what elements please their users and what elements the users feel that should be improved. That way, the company stands a better chance of edging its most fierce rival in the Dutch market; The Asian Times. Besides these, the China Times needs also focus more of their resources in the manual and digital advertising that helped the Asian Times get to the position they are today. Before and even after it got to where it is in the Dutch market, the Asian Times has been advertising themselves on billboards, Televisions programs, on their website and partly on their newspapers. The China Times will need to step up all these brand awareness creation techniques if it is to dethrone the Asia Times of the market lead it presently enjoys.
Chapter 5 Conclusions & Recommendations5.1 Sub-ConclusionsResearch Question 1
The Netherlands seems to be a good market for the growth of companies like The China Times. The country has favorable economic and investment policies that are meant to attract and retain foreign investors. Other, than that, the stable political environment and the huge population of literate people present a huge potential for the China Times to grow within the country. Today, the population of people who read newspapers on online platforms is increasing while that of those who read newspapers in print is slowly declining. The section provides facts and figures on the overall decline in newspaper circulation and the specific decline or gains on the digital and non-digital news platforms. The China Times can take advantage of the fact that many people in the Netherlands are tech-savvy to exploit the increasing use of digital news.
Research Question 2
As mentioned earlier in the paper, the China Times is relatively new to the Netherlands newspaper industry. The company traditionally publishes its papers in the Chinese language, therefore it is mostly read by Chinese in the Netherlands and other Dutch interested in Chinese affairs and can read Chinese. The Asian times, one of the largest bilingual newspapers in the Netherlands, also publishes in Chinese and reports almost similar stories to the ones reported in the China Times. This fact makes it a direct competitor to the China Times in the Netherlands with an advantage of having more experience in the market and having loyal and avid customers. The other competitor that China Times has in the Netherlands is the Epoch times. This one is considered an indirect competitor because the content of its stories widely differ from the ones published in the China and the Asian Times.
Research Question 3
For any company to grow, they need to put in place certain growth strategies, whether written or unwritten, and implement them properly. The China Times decided to venture into the new Dutch market as their strategy to expand and increase their readership and revenues. For this expansion to succeed, the company had to make certain adjustments to their normal operations to accommodate the consumption habits of the people of Netherlands. It is also doing more research on new products like digital adverts so as to tap into the growing market for digital advertising. Other than that, the China Times has also come up with methods like special discounts for quality work to entice customers and try to get them to remain loyal to the company once they decide to use it. If all these are implemented well then the China Times is likely to achieve tremendous growth in the next 5 years or so.
Research Question 4
Customers pick up both the verbal and non-verbal communication that the employees of an organization give. When the employees appear to follow what the client is asking by making statements like “right,” and “okay” etcetera, the client feels like the employee knows what they are doing and starts to have some trust in the organization. Therefore proper training of employees on how to handle customers of all kinds could be one good way of promoting the company. Other than the employees, benchmarking could also help the company come up with creative promotional models; be they adverts or any other. If a competitor uses a certain model and it brings them success, one can also consider the model and just ensure that they modify it to fit within their company operations.
5.1 ConclusionsThis chapter details the summary of the research through the different pages beginning with the introduction to the findings and later followed by the recommendations. This chapter solidifies the discussions and the research conducted in the paper, giving the reader an easier way of capturing what was discussed in the paper.
From the questionnaire analysis, both television and internet play a leading role in advertising. All respondents embraced the online portals as user friendly and acknowledged their significant role as a branding platform. Therefore, one can conclude that the collision of television and internet would prove as the best promotional plan for China Times. China Times website is therefore an important creation that is likely to brand the company and give it a competitive edge. Moreover, advertisers are likely to increase their revenues from the large market share tapped on the online platform.
5.1.1 Conclusion per Research QuestionResearch Question One
Many factors have changed in both the global media industry as well as the media market in the Netherlands. The study used various methods of analyses to try and draw a conclusion on the present developments of the newspaper industry in the globe and in the Dutch market in specific. The PESTLE analysis revealed various elements of the environment within which the China Times operates in the Netherlands. The research revealed that the Dutch political atmosphere is a relatively calm one with many democratic parties to compete against the ruling party. Other than that, the government has policies that favor both the local as well as the international companies. Therefore, the political aspect of Netherlands favored the start and growth of companies like the Asia Times.
The analysis also revealed that the Netherlands have a very big economy with numerous consumers. Other than a big GDP with a lot of consumers, the Dutch market also had improved transportation networks that ensured that all sorts of commodities that were produced in the country as at 2007 got to the customers as soon as it possibly could. This made it possible for companies like the China Times and the Asian Times to improve their print newspaper sales. Social issues such as the tolerance of people from various communities and nations also played to the advantage of international companies like the China Times that were interested in setting up within the Netherlands.
The capital city if the country is said to play host to residents coming from more than 200 countries around the globe. All of these live and work together in harmony, making it easy for China Times and its employees to operate in the Dutch market. Technological, legal, and environmental issues were the other issues concerning the Dutch market that the analysis evaluated. Improved preference for digital tools, favorable government policies and a favorable atmosphere all played a part in helping the China Times set itself up in the Netherlands. However, developments like the rise in digital publishing and the decline in print newspaper readership were not just a Netherland phenomenon; they mirrored a global trend that has been taking shape for years.
Research Question Two
The second research question of the study was aimed at determining the position that the China Times occupies in the newspaper industry in the Netherlands. To get this information, the study decided to carry out a competitor analysis, a survey through questionnaires and analyzed the company’s system data. For the competitor analysis, the research decided to pick one direct competitor of China Times and one indirect one. Fromm the analysis, Asian Times came out as the strongest direct competitor that the China Times had within the Netherlands. The company got into the Dutch newspaper scene years before The China Times decided to venture into the market.
As such, the company had utilized its head start to elevate itself to a position that earned it a very loyal following. This fact already puts China Times at a disadvantage in terms of the market positioning in the Dutch newspaper market. Asian Times and China Times both target the same market group and publish almost similar content; just that the Asia Times had a larger market share by the start and conclusion of this study. The other competitor that was incorporated in the competitor analysis was the Epoch Times. Unlike the Asia Times, this firm was not a direct competitor of the China Times in terms of the target market and the content of their publications. This analysis was meant to help the China Times determine its advantages and disadvantages as well as those of the competitors. The analysis would then enable the firm to lay strategies on how to get round the strengths of its competitors while cementing their own.
Research Question Three
The third research question set out to determine what opportunities the advertisers that used China Times had of improving their business practices. The study used the Ansoff Matrix analysis, interviews, and secondary research to obtain the information it required to draw conclusions about the research question. The Ansoff matrix was used to help China Times contemplate the possible dangers associated with the growth of the firm in its old markets using its old ways and that of venturing into new markets with either new or old products and ways. A careful analysis of the matrix reveals opportunities in the growing use of digital platforms by the readers of the China Times. The companies that advertised through The China Times could take advantage of this by starting to advertise more on the digital platforms than they were initially used to. This way, they could market their companies at discounted prices and the China Times could expand its reach in the Dutch newspaper market.
Secondary research and interviews revealed trends that are directly associated to the customer satisfaction theory. For China Times to grow in the Dutch market, it would need to attract more customers. These customers are not only the readers but also the companies that are interested in advertising with the China Times. Most of these companies already have other means through which they advertise themselves; therefore, if the China Times wants them to start advertising with them, they would need to give them really appealing deals. The companies can take advantage of the deals that the newspaper company would offer them in order to attract them and to advance their operations. Both China Times and the company would eventually benefit if the customers are satisfies with the services as both companies would attract more clients and generate more revenue.
Research Question Four
This final research question set out to determine the promotion plan that would best suit The China Times. The findings of the study with regards to this research question were facilitated by secondary research and interviews. Theories such as the role theory in conjunction with the responses from the interview point to the direction that the firm should adopt a policy that not only advertises the company to the customer but also increases the competency of the company’s employees. The employees are often the custodians of a firm’s image. When a firm has properly trained employees, the customers are likely to appreciate the services that the get at the company’s premises and as a result, stay loyal to that particular company. As a result, while advertising to attract more customers, China Times must also properly train their employees to ensure that they keep the customers who decide to visit the company’s premises or website.
The Benchmarking theory also played a major role in directing the research on which direction to take regarding the promotion plan to be used by China Times. First of all, it is important to reiterate that Asian Times is one of the most formidable direct competitors that China Times has to deal with in the Dutch Market. Asian Times, as mentioned before, has been in that market much longer than China Times and have somehow managed to attract and retain a lot of loyal customers. The fact that the company is more popular and more successful than China Times in the Netherlands is more than enough reason for the management of China Times to use the company as a benchmark while determining their promotion plan. The company obviously had to have a good and effective promotion plan to get and sustain the kind of grip they presently have on the Dutch newspaper market. One of the avenues through which Asian Times promoted and still promotes its company and products is through the digital platform. As the study found out, the Netherlands and the world as a whole are undergoing a digital migration in almost every sector. Asian Times realized and put up a very functional digital platform which includes a properly established blogging framework. China Times could perhaps borrow this and other useful leaps from the company to help it make the public more aware of the company and its products and make the customers want to purchase or advertise with the company.
5.1.2 Conclusion on Current Developments in the IndustryA company might provide the market with a great product, but unless the market is made aware of the product, the company is likely to loose on sales. An important role played by company is the creation of brand awareness for a product. To ensure that a product attains the best visibility, it is important to consider a wider variety of strategies and alternatives. However, once a company begins to make targeted sales measures need to be put in place to ensure the quality of the product is maintained (Muehlfeld, Rao Sahib & Witteloostuijn, 2012).
Brand awareness refers to the likelihood that customers are conversant with the existence and presence of a good or service and at the level to which the customers can precisely link the brand with a good or service. For instance, it can be estimated as the fraction of an industry,
5.1.3 Overall Conclusion5.1.3.1 The aim of brandingOrganizational branding has often been a commercial enterprise decision, one that is occasioned with the intent to improve business performance. Branding and brand are often used liberally by different people and in varying contexts and each emerging with different meanings that spring to mind, and then it might be helpful to begin by describing branding within the context of this paper. Branding refers to the artistic creation and maintenance of a brand, and a brand refers to the symbolic soubriquet of every other information associated with an organization and its products. A brand may include the set of expectations related to products that normally come to the minds of employees, potential employees’ consumers, and every other targeted group. Typically, a brand entails a name, the brand, also, a logo and perhaps some visual elements in the form of color, symbols, schemes, images and etcetera. Branding is ideally a subset of marketing, and in marketing, the goal of branding is the development and alignment of the expectations that comprise the target audience through what is known as the brand experience. Actually, branding transmits the promise to the market the product or an organization is known for specific characteristics and qualities that make the organization or products special or distinct from those of its competitors. It would not matter the combination of programs, what one a marketer keeps in mind is that branding techniques are complementary and consistent when properly implemented.
In the present world of competition, organizational branding can take several pretexts and need not be relegated to circumstances where there has been a change of name only. Re-branding can be described as involving a change to a brand to encourage a change in the attitudes of buyers and consumers as well as perceptions and behaviors with the ultimate objective of producing growth in the market. The reality is that the extent of the change might as subtle as altering the graphics and logos of an organization as and main as a complete change in a name.
5.1.3.2 across culture of branding between China and EuropeBrand awareness cannot be restricted to geographic boundaries. On the one hand, geographic distances entail a mutual border and physical remoteness exhibited by both the Republic of China and the Netherlands, as the two countries do not have a common border, and hence physical businesses between the two countries tend to be probably slow and delayed. At times, targeted contents are missed by the Dutch people but acknowledge by the Chinese community in Europe. Such differences can constrict communication mainly as the information might be unpalatable between the two groups.
Some of the time focused on spots are remote to the point that their openness limits transportation significantly in light of the fact that specific zones are out of reach this has however been comprehended by the foundation of workplaces in China and the getting of extensive planes. This can fly over wide ranges of an area to convey merchandise and administrations inside the required time span.
An economic distance implies dissimilarities in consumer wealth, remote trade frameworks, natural assets, financial conditions, and the HR. Clearly, the Euro is at a different rate to the Yuan and the converse is also true, hence, the exchange rate, is not entirely important to one party, but to the entire business relations.
China Times initially went into the European business sector in 2003, developing its business model around advertisements, but offering to the Chinese community in the Netherlands news free of charge. While the business acknowledges that the majority of their readers are ethnic Chinese, the company also taps into the Chinese businesses interests in Europe to break even and make margins. It is worth noting that Peng’s Entrepreneurship Analysis Framework, is pegged on the examination in part of the repeat business and the other global firms already established in Europe, which made an exit from the market for a couple of reasons. A number of different reasons affect the China Times operations and other vital business decisions in Europe with regard to the examination of the success of the other companies include the huge size of the Chinese community in Europe, as well as the thriving business environment in China. Other reasons include the existence of advanced technology in Europe and the likelihood that the company shall lay more of its resources to R&D to net more readership in the community. Social links might also have a vital part in the brand awareness promotional decision. The examination calls attention to resilience estimated by the demographic density and the rate of results do not significantly influence the choice of promotion. Instead, the increased attention China is paying to Europe can only translate to more business amongst Chinese speaking communities in Europe, which the company must harness. System hypothesis contends that organizations’ procedure of investigating worldwide markets is subject to the methodologies it creates to expand its networks and systems. China Times’ general emphasis on the business or financial perspective to the social element of its internationalization procedure is a large part of the theory. This shift of emphasis, in any case, is brought with a complete knowledge that there exists an assumption that the China Times resources in Netherlands must be controlled by their parent company in Wenzhou.
5.1.3.3 Connection with wider European countriesChina Times internalizations through its systems due to these strategies: the foundation of connections inside the European suburbs on the off opportunities those are new to the firm. Through the improvement of connections inside the systems built up in the Netherlands.
Additionally, by linking with the wider European countries, these instances of internalizations point to a network to be considered to expand beyond the niche, develop, and improve market penetration. The network theory’s main point is the primary capacity of the business and its ties that joins the platform of internalization techniques. China Times penetration of the European business sector is a demonstration of the company’s networks in the country and not just the internalization procedure of the company.
5.2 RecommendationsThe success of an organization is represented by the succcess of its brand awareness this factor is promoted by business aspects which include:
5.2.1 Connecting with the customersChina Times can stay in touch with its customers through a number of measures such as provision of promotional items for its corporrate customers and ensuring a rapid reply to compliments and complaints. The company must focus on their customers and other important groups to aid customer services.
5.2.2 Innovation, Investment, and ImprovementChina Times as an established company needs to focus on building a stable reputation with a competitive and advanced structure of technological capabilities. As such, the company needs to introduce modern technologies in reporting and advertisements to reach more individuals through the use of computers, free papers, and eye-catching hot topics. Additionally, it should introduce user-friendly means of online advertisements as well as more modern coloring on their papers.
5.2.3 Recognition and RewardsStaff performance excellence should be recognized and rewarded through promotions and a pay rise, as the employees are part of the brand ambassadors to the company. It should be specifically introduced by the company’s management on a regular basis. The benefits of awarding employees are that they will be motivated, the employer will note constant improvement and the staff members will be more dedicated in performing their duties. Besides, staff members that have performed exemplary may be awarded in a better way in order to encourage other members of staff to perform better. The logic is that pride and ownership by the employees must be evident by the manner in which they guard China Time’s reputations. Other incentives for China Times employees may include attending training projects by the organization, career development training facilitated by the organization and trainings targeted at updating the customer service knowledge and skills. Currently, the management of China Times has been involved in conducting intensive programs to motivate and enhance staff performances.
5.2.4 PartnershipThe company has quite a number of employees in Europe, and these employees are from different diverse backgrounds, but work together to come up with seamless customer experiences through appropriate communications.
The company’s current alliances with KLM and China Southern Airlines to provide print newspaper to their flights to China are a great start. Benchmarking from an intense market competition, the company might search out new means to emerge with a large market share in the industry. Therefore, the company is covertly trailing the progress of the competitors in the industry. Therefore, the company has the opportunity to link with the other companies with higher potentials such as the search engine giant, Google. Such partnerships enhance brand presence (Schmit, 2010).
5.3 Chapter Summary
The conclusion for branding, across culture branding and connection with European countries and the recommendations in four fields are given in this chapter. In the implementation chapter, there will be fully explanations of executing the plans.

Chapter 6 Strategic ImplementationsThis chapter details viable and practical actions for implementing the suggestions listed in the recommendations. In total 3 strategies that China Times should implement in the future actions based on the research conducted. To establish the viability of the elements to be implemented and to be put into the plan, financial overviews of the elements have been considered as well as the potential risks.
6.1 Plan 1 – Create Company AwarenessWhat
Create company awareness using untraditional promotional channels in cooperation with current clients.
Why
As per the research findings, one can see that creating brand awareness helps attract more clients. More frequent promotions also help the clients recall the name, the logo and the product of China Times, and with time, they become loyal to the brand if the quality of the news and the paper is good enough for them. Coca Cola is one of the companies with the strongest brands in the globe. Between 1993 and 2006, the company spent approximately 26.7 billion dollars on frequent adverts on both the print and broadcast media. That might have seemed expensive, but 5 years later, in 2011, the market value of the company had risen 74 billion dollars (Koniewski, 2012). That was more than the value of Starbucks, Red Bull, Pepsi, and Budweiser combined (Koniewski, 2012). Therefore, creating brand awareness might require substantial investments at times, however, with the right strategies, it can help the company grow and generate greater profits in future.
How
Promotion Channels – Connecting with the customers involves the use of promotion channels as listed below. However, it should be considered that all sales promotions should involve the support of the company’s selling strategies and its brand image. The company should institute newspaper subscriptions to the customers’ homes and the use of outdoor advertisement tools for example, billboards in Den Hague. The company should use marketing collateral sources for example, flyers.
Event – The company engagement in the promotional activities such sponsorship of special events such as fun runs targeting customers can happen once in three months. The promotional activity might involve offering to the advertisers a giveaway, which should be conducted regularly, to encourage full participation of the advertisers. For instance, in the coming China spring festival, corporate with current clients to perform lion dance will be a good choice.
Who
Marketing Department – Employees of marketing department will be responsible for the business communication of placing flyers.
Partnership – Performances can be held with current clients, for example, corporate with de Bijnkorf and Holland Casino.

When
Activity Short term
(within 1 year in 2017) Long term
(1-5 years, after 2017) Comment
Promotion Channel From 2017 January Advertising on outdoor billboard and using flyers will be a short term goal and medium term plan to monitor how the customers respond so as not to invest too much in an activity that might not yield as much fruits as expected.
Event From 2017 January X Partnerships take quite a while to cement, and they also depend on the willingness of the other party to agree to a deal. Therefore, the company should give this approach a longer duration to observe its true impact on the popularity of the brand among the customers.
In short term plan there coming promotion opportunity will be on the spring festival (in January), Lantern festival (February) and Chingming festival (festival of remembering the dead in April) of China.
How much
Going by the advertising campaigns undertaken by companies like Coca Cola, the Asian Times, or even the China Times in other locations, the cost of outdoor billboard, flyers, and hiring performing team will be significant. The outdoor billboard will be put out of China Times in Den Hague. Flyers will be printed in quarter and placed in Chinese supermarkets and restaurants. For the performing team, for example, hiring the lion dance of the coming spring festival will be EUR 4,000 once going by the prevailing economic conditions in the country as well as the pays offered in festivals like the Mardi gras and The Hague festivals.
EUR 50 – making a billboard
EUR 1,680 – 30,000 pieces of flyers (with 35% discount) for each quarter
EUR 4,000 – Spring festival Lion dance
Risks
The major risk associated with this plan is that the cost of the performing team is high and one is not assured that the potential clients would be attracted by it. Therefore, it would be important for some amount to be set aside for planning and ensuring a captivating display.

6.2 Plan 2 – Improve Company ImagesWhat
Improve company images by improving the image of China Times’ employees.
Why
Employees play a significant role in building value which is assessed as organizational, promotional performance. The company should increase the newspaper appeal to make it catchier as well as informatively appropriate. Other allures must include its improvement of their office as well as the design of China Times’ collateral, and most importantly, China Times must improve the image of its employees. When the employees are presentable and knowledgeable of the company’s products, the research indicates that customers feel more satisfied with the brand and are more likely to develop loyalty to the brand.
How
Website – Innovation and improvement of China Times website can be conducted in effectively with a third party. The frim can outsource experts in the line of web-development to come up with a catchy and efficient website where clients can interact with the products and the staff of the company in real-time. The website maintenance can also be left to these experts so that they can make sure it is always fully functional and user-friendly to all.
Reward- In recognizing the critical role that the employees play in the promotion plan, the company shall set aside a specific amount of resources to recognize and reward the best customer relations employees. The total amount of resources that is set aside must cover the program throughout the year, and this will in turn spur improved employee involvement in the business.
Customer Satisfaction Degree – when finish the business communication, such as phone call, meeting, face-to-face selling, to ask for customer satisfaction degree on the employee’s service attitude. The satisfaction degree will be 3 levels, very satisfied, satisfied and unsatisfied. Administrator will create an excel document in system, all the receptionist and employees who are responsible for communication with clients will have to write down the name of the client, and contact information also the customer satisfaction degree of the clients in the excel document. In below there is an example the excel document of writing down the customer satisfaction:
Contact person Time and way of communication Satisfaction Degree Person in charge (employee)
Mr. Lin 2016/09/18 phone call VS (Very satisfied) Vicky
Emma Jin2016/09/19 meeting S (Satisfied) Shirley
Ms. Chen 2016/09/20 phone call US (Unsatisfied) Shirley
Table 6.2 Example of writing down customer satisfaction degree
Who
ICT Workers (technicians) – will be responsible for make sure the site is user-friendly for view and purchase. These people could be employees of China Times or employees of another website development and maintenance firm contracted by China Times.
Receptionist and Marketing Department – when finish the business communication, such as phone call, meeting, face-to-face selling, to ask for customer satisfaction degree on the employee’s service attitude and knowledge on the product, services.
Administrator – create the customer satisfaction degree document and report the result at the end of month to marketing managers and top managers.
When
Activity Short term
(within 1 year in 2017) Long term
(1-5 years, after 2017) Comment
Website improvement From 2017 January The website will be improved after the further research on the layout and redesign of the company’s website. The company could just use a simple preliminary website for a year to see the reaction of the customers and the amount of revenue it attracts.
Recognition and Rewards From 2017 January X Rewards for employees will be started at the beginning of 2017. The rewards will be given to the marketing managers who gain the highest sales in a year. Appraisal has proven to be a good way of motivating employees to stretch their limits and deliver exceptional services to an organization.
Customer Satisfaction Degree From 2017 January X The plan of investigation of customer satisfaction degree will be start at the beginning of 2017
How much
The major cost of the plan is the rewards for employees.
EUR 1,500 – as extract reward for the marketing manager who gain the highest sales in a year.
Risks
The plan will be rolled out at the beginning of 2017. In the first years, upon the implementation of the project, an analysis of customer satisfaction degree will be conducted to establish the results and find out where the problems exist among the communication between clients and employees. If the finding is positive with a 45% improvement on sales of advertisement in Europe and Netherlands and a significant rise in the number of readers, the project will enter a new phase of another one year to allow any recommendations thereon will be affected. At the end of the period, if there is a rise in profits, the policy will become permanent to run as long the business is in operation.
6.3 Plan 3 – Create a SupplementWhat
Create a supplement for China Times for each future edition.
Why
China Times need to focus on extensive advertising as a promotional plan to create product awareness to readers in the regions of the Netherland. Customer service and connection is an essential element for the firm to eliminate competitive edge from other media firms present in the region. The best strategy for China times, therefore, involves making their products more accessible and tailor made to meet with readers’ preference.
How
While searching for raw talent, those identified with potential will receive a full scholarship and stand a chance to get permanent employment upon conclusion of studies. The newspaper will dedicate one day in 2 weeks when only the articles, without any advertisements, will be printed. It will be with 4 colorful full pages, unlike allocating just a section of the paper but with ads like all the Chinese newspaper firms doing in the Netherlands.
The supplement is half size of the China Times. The featured and excellent articles that are chosen in the latest edition of China Times and it will be published at the same date with China Times.
Structure of the fixed supplement:
The First two pages allocate sections or a summary of the featured articles, with pictures and graphics, which are chosen in the same edition of the original China Times.
The third page will be a platform of communication between China Times and readers. A reporter asks for permission of the critics, posts comments (the comment can be the opinions of the content and the company), reply them that comments on company’s social media including Weibo, Facebook page, and email and Wechat app.
The final page will be such as book introduction and review, film introduction and review, stories-share and literature that are provided among the readers.
The plan will help the company improve its image, attract readers and also increase the confidence of the clients to its products. According to Malik et al., brand loyalty is built through customer’s trust (2013). Through the strategy, China Times will be engaging in corporate social responsibility to the society which is an ethical and competitive move for business.
Who
New Recruit of a Reporter and a Designer
The new supplement that will be researched and innovated consist of 2 staff members (1 designer and 1 reporter who writes Chinese, also in charge of selecting and seeking articles. ) headed by the reporter who will be reporting directly to the China Times regional director. The division will have to be in constant operation with the marketing and production team. The division will be operating on shifts to ensure the office is always accessible and of help to the clients. The managers will ensure the available resources are well allocated among the devices in marketing mix (Akinruwa, Awolusi, & Iboji, 2013). The divisions will be stationed in the same location.
Readers and viewers
The third page would be a conversation page between China Times and reviewers. It shows comments and questions of readers about China Times’ recent activities and contents in the previous edition in social media.
Articles of readers and viewer will be selected by the reporter. Comments and stories of society, education, and legal issues will be published in the last pages in the tiny supplement.
When
Activity Short term
(within 1 year in 2017) Long term
(1-5 years, after 2017) Comment
New Recruit in the end of 2016 (finish) Employee management should be the first item on the list, as they are the brand ambassadors of the company, working as marketing instruments at additional costs met through recognitions and rewards. 2 new staffs will be hired in the end the year 2016.
Create a supplement From 26 January 2017 on The first edition of Tiny supplement will be created before Chinese spring festival in 26 January 2017.
How much
The project will have an initial estimated cost of EUR 53,500 which will be divided into setting up the hiring and training of new staff. The most of the money will go into funding the salaries and printing the supplement. The funds for starting up the division will be consumed in furniture and equipment. Although there will be salaries, the staff in the division will have a chance to earn more on sales on any creative ideas that raises the profits. The costs breakdown in a year is as follows:
EUR 3,500 – rewards for providing quality articles/stories/information
EUR 4,800 – average 240,000 copies of 4 pages supplement printing a year (publisher agrees with 35% discount)
EUR 2,000 – starting the new team (equipment and furniture)
EUR 43,200 – Salaries and commissions for 2 new employees, a designer and a reporter
If the project is successful to increase sales by 45% in the first phase of two years, then the initial investment is estimated to be recovered in those years and after, to generate a profit margin of 10%. A number of scholarships will be inclusive of cash for brochures and pamphlets informing the public of the changes.
Risks
First of all, the supplement is not expected to bring in any revenue, expect attracting new readers and potential advertisers, it would be important for some amount be set aside for financing the production. Secondly, hiring 2 new full-time staffs for only 4 pages supplement might be considered wasted.
6.6 Chapter Summary
Implementation of the plan is the culmination of efforts to solidify a promotion plan for the China Times. Implementing the plan is not as easy as it seems as there are embedded risks involved. The risks relate to the costs as well as the stages involved in the implementation process must be addressed in a systematic manner.

Chapter 7 Reflection7.1 Reflection on the Competencies
Professional competency Level 1 Level 2 Level 3 Applicability to research subject Coaching needed
International Business Competency
International Business Awareness X Yes No
Intercultural competence X Yes No
Personally, I believe that the international business competencies have been achieved in this paper. The ability in evaluating patterns and trends in international business have been is of a high level, and I have taken the time to meticulously conduct an in depth review of the theories and practices as they relate to international trade. The paper has provided credence to the abilities of me to put into context trends and patterns of international trade.
General management competency
International strategic vision management X Yes Yes
Business process and change management X Yes Yes
Entrepreneurial Management X No No
I have experience in entrepreneurship when I studied in year 2 and 3. And there are differences between manager and entrepreneur. To be a good manager, decision making and changing is essential during business process.
Functional Key Area competency
International marketing and Sales management X Yes No
International Supply Chain management X No No
International Finance and Accounting X No No
International Human Resource management X No No
The paper focuses on marketing and sales and I believe that I have been a good assistance when I was working in China Times which let me have experience in communication and sales field. Also, it is important for me to learn knowledge in supply chain, accounting and HR fields.
Interpersonal Competency
Leadership X Yes No
Cooperation X No No
Business Communication X Yes No
Working in China Times improved my cooperation and business communication skills. China Times is a multi-cultural company, also in the marketing department. Employees come from different countries, China, the Netherlands, Malaysia and Aruba which forces me to speak English and learn Dutch. And I found the time working in China Times was meaningful.
Task-oriented competency
Business Research Method X Yes No
Planning and Organizing X No Yes
The research of the thesis was enriched. The topic of brand awareness was difficult for me at the beginning as this is comparatively attractive topic compare to other marketing topics. However, theory foundation and research findings support a lot to the conclusion of the thesis and I improved my research skill a lot.
Intra-personal competency
Learning and self-development X Yes No
Ethical and corporate responsibility X No Yes
Having business talk and meeting with clients was one of my responsibilities. It was stressful but trained my business communication and management skills a lot. Honestly, working 4 days a week and writing thesis at the same times was very difficult me. Behind the schedule that I had made before also made me stressful. However, when complete the papers which make me feel proud of me.
Table 7.1 Professional Competencies
7.2 Lesson Learned Throughout the Process
Through the project, I have come to learn that there are important questions that must be reworded, or put in a different way to have a more focused analysis of the participant’s feelings towards brand awareness. The next time that I work on such a paper, I will attempt to provide a narrower topic of analysis. Honestly, I was unsure of which theory should I picked, as the topic was rather abstractive.
Secondly, if considering the whole 4 year study in RBS, the internship that I have done in year 3 and 4 help me learnt how to have business communication with clients and also learnt to ‘survive’ in the company. As sometimes company’s rules or bosses are harsh to employees, people have to find the best way to corporate in teamwork also discover what kind of values that people have.
7.3 Improvement Points
Through the research, there are three improvement points:
Time management
Data collection process
Research reporting
Time management is still need to be improved. For example, collecting 100 pieces of available questionnaires spent me one month and 15 pieces of interview spent me two months to finish while I was writing the thesis also working in the company. Although a Gantt chart was planned in the thesis proposal, the schedule is still always behind.
Research reporting has been improved but still does not get to a satisfied level. One of the weaknesses of research report is the mother language is Chinese instead of Latin language, which leads difficulties of reporting.
7.4 Eligibility for BBA degree
I am eligible for a bachelor of business administration (BBA) degree. There are three reasons: first of all, credits are all earned in the past four years study, also including the credits that have to be earned in the pre-course study. Secondly, the work of internships that in year 3 and 4 had been finished successfully and the company supervisors were satisfied with the outcome in both years. Finally, the competencies were applied in the thesis and the final task has been fulfilled. In short, I have the eligibility for BBA degree as it meets all the tenets of the degree course.
7.5 Chapter Summary
This chapter discussed personal reflections and competencies, as well as points to improve, lessons gained, and whether the paper merits a BBA degree. It is without doubt, that the paper has awakened an inner consciousness on business particularly in marketing and promotion.

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AppendixAppendix 1 Introductory Letter
Rotterdam Business School,
Major: IBMS,
Managing Director, Leon Chow
China Times,
Dear Sir/ Madam
RE: PERMISSION TO COLLECT DATA IN YOUR ORGANIZATION
I am a student at Rotterdam Business School, pursuing a Bachelor’s degree in Business. I am researching the subject of Creating Brand Awareness for China Times. I am asking for your approval to collect data towards a research report. This research is purely for academic purposes. Thank you in advance for your assistance.
Yours faithfully,
Meijun Qin

Appendix 2 Questionnaire for Customers (In Total 100 Respondents)This is research meant for an academic purpose and it will attempt to create brand awareness for China Times in the Netherlands. Please provide answers to these questions as accurately as possible. Do not write your name or other identifying information anywhere on this questionnaire. Please tick [√] where appropriate or fill in the required information on the spaces provided.
1. Your gender?
[ ] Male
[ ] Female
2. Your Nationality
[ ] the Netherlands
[ ] China
[ ] Other
3. How often do you read print newspapers?
[ ] Once a day
[ ] Once a week
[ ] When I bump into them
[ ] Once a month
[ ] Twice a month
[ ] I do not read print newspapers
4. What information do you usually pay attention to in the newspaper? (Multiple choice)
[ ] National political or international news
[ ] Social life
[ ] Mass Entertainment News
[ ] Sports News
[ ] Education and literature
5. What is your favorite brand of Chinese Newspaper in the Netherlands?
[ ] China Times
[ ] Asian News
[ ] United Times
[ ] Epoch Times
[ ] I do not read Chinese newspaper
6. What factor first catches your eyes when reading newspaper?
[ ] Layout design
[ ] Amount of information
[ ] Paper quality
[ ] Report contents
[ ] Others
7. Have you heard of China Times here in the Netherlands?
[ ] Yes
[ ] No
8. If Yes when?
[ ] Restaurant
[ ] Chinese Supermarket
[ ] Heard from others
[ ] Online advertisement
[ ] Search engine
[ ] Others
9. If you have heard of China Times have you read it?
[ ] Yes
[ ] No

Appendix 3 Results of QuestionnaireResult of questionnaire from the local Dutch people and Chinese people who live in the Netherlands. In total there are 100 pieces of available questionnaires:
Respondents of 50 Chinese people1. Are you

3. How often do you read print newspapers?

4. What information do you usually pay attention to in the newspaper in NL? (Multiple choice)

5. What is your favorite brand of Chinese Newspaper in the Netherlands?

6. What factor first catches your eyes when reading newspaper?

7. Have you heard of China Times here in the Netherlands?

8. If Yes where? (36 Respondents)

9. If you have heard of China Times have you read it? (36 Respondents)

Respondents of 50 Dutch people1. Are you

3. How often do you read print newspapers?

4. What information do you usually pay attention to in the newspaper? (Multiple choice)
5. What is your favorite brand of Chinese Newspaper in the Netherlands?

6. What factor first catches your eyes when reading newspaper?

7. Have you heard of China Times here in the Netherlands?

8. If Yes where? (11 Respondents)

9. If you have heard of China Times have you read it?

Data of Readership in Company Data System This data shows total readership by age and gender in company database.
Base: Total Adults Men Women Adults 18-34 Adults 35 or older Adults 55 or older
Target population % 100, 000
100.0% 77, 314
77.3% 22,686
22.7% 32,523 44,345 23,132

Appendix 4 Interview for Corporate Customers (In Total 15 Interview)This research is meant for academic purposes and it seeks to create brand awareness for China Times. You are requested to provide answers to these questions as honestly and precisely as possible. Please do not write your name or that of your school anywhere on this questionnaire. Please mark [√] where appropriate or fill in the required information on the spaces provided.
Section 1:
Demographic information of corporate clients
1. How long have you been a worked with China Times?
______Years
2. How do you book your advert?
[ ] Online portal
[ ] Physical offices
[ ] Phone call/E-mail
3. Through online portal, how can you describe the online portal?
[ ] User friendly
[ ] Difficult to navigate
4. If through physical visit/phone call/E-mail, how can you describe the company’s customer representative?
[ ] Friendly
[ ] Rude
5. Do you think the company’s customer representative explains product clearly?
[ ] Yes (Understandable and clearly)
[ ] No (Not clear/ wavering knowledge)
Section 2: Experience of displaying ads on China Times newspaper
6. How often do you place Advertisements on China Times Print Media?
[ ] 4X a month (2 ads in one editions)
[ ] 2X a month (1 ad in one editions)
[ ] 1X a month
[ ] 1X in 2 month
[ ] 1X in 4 month
[ ] 1X in a year
7. How many confirmed deals do you attribute to China Times? _________%
8. Do you use other media source to advertise?
[ ] Yes
[ ] No
9. Can you give a description of the other media sources you use for advertisement?
[ ] Search engine
[ ] Television
[ ] Radio
[ ] Outdoor media (Flyers/posters)
10. Compare these other ones to China Times, how many confirmed deals? (Example: Television 20%)
1._______________________%
2._______________________%
3._______________________%
11. What improvement do you suggest to China Times?
________________________________________________________________________________________________________________________________________________________

Appendix 5 Interviewees’ Contact InformationThe interviewees were divided by two groups. There were the group of Chinese company and the group of Dutch company. All of the interviewees displayed or are still displaying advertisements on China Times newspaper.
Chinese Company Name
& Website (8) Contact Person Position Contact E-mail Address & Telephone
Home of China
[www.homeofchina.nl]
Guozhao Wen Marketing Manager [email protected]
Donkey Trip
[www.donkeytrip.com]
Allen Cao
Marketing Manager [email protected]
010-3400688
Stg. Algemene Chinese school Utrecht
[www.acsu.nl]
Qi Hu
Media Director [email protected]
(0)6-55807051
GEG Europe
[www.gegeurope.com] Betty
Project Manager [email protected]
Little Asia Restaurant
Mr. Feng Director [email protected]
Kaiyuan Travel
[www.kaiyuan.cn]
Hezhao Wang
Marketing Manager [email protected]+49-69-750069088
Red Pepper Restaurant
[www.restaurantredpepper.nl] Wendy
Sales Manager [email protected]
Snel Logistics Song PiaoLogistics Manager [email protected]
Dutch Company Name & Website (7) Contact Person Position Contact E-mail Address & Telephone
88 mobile
[www.88mobile.nl]
Pierre TurfboerSystems Programmer [email protected]
Incito Europe
[www.incito-europe.com]
John Chow Sales Manager [email protected]
GSM-Shop
[www.gsm-shop.nl]
Emile van Dam Sales Manager [email protected] -8888888
Remax Hofstad Makelaardij
[www.remax-hofstad.nl]
Leon ZhowMarketing Manager [email protected]
088 – 4483150
Everaert Advocaten[www.everaert.nl]
Xinwen RuanMarketing Manager [email protected]
Sauna club
[www.goldentime.de/nl]
M.HoevenaarsMarketing Manager [email protected]
NCTaal[www.nctaal.nl]
Igor NuijtenDirector [email protected] 6926
Table 5.1 Interviewees’ Contact Information

Appendix 6 Interviews Transcriptions
Dutch Companies
Interviewee 1:
Contact Information
Company: 88 mobile
Telephone: 088-8888855
Email Address: [email protected] long have you been a worked with China Times?
-8 Years
How do you book your advert?
-Phone call and also Email
Through online portal, how can you describe the online portal?
-User friendly
If through physical visit/phone call/E-mail, how can you describe the company’s customer representative?
-I think it was nice and friendly
Do you think the company’s customer representative explains product clearly?
-Yes
How often do you place Advertisements on China Times Print Media?
-In the past we place adverts on China Times once to twice a month. But now, usually we displayed ads once a month.
How many people cite China Times as the reference media?
-Few people, may be around 5%
How many confirmed deals do you attribute to China Times?
-Less than 3% of individuals who choose China Times
Do you use other media source to advertise?
-Yes, we usually prefer using several platforms to reach more customers
How many other sources of media do you use to advertise?
-One more source. However, we are planning to expand and adopt more promotional channels.
Can you give a description of the other media sources you use for advertisement?
-The national television to reach the national audience whiles the Internet target younger and tech savvy target group. For television, you know that we are now processing 88play, a television box, which connects with Chinese channels. It will reach more Chinese customers. For the 88play, we would like to place adverts on your newspaper as well… (About displaying 88play on China Times)
Compare the appropriateness and effectiveness of media sources in question 6 to China Times
-The television reaches more people compared to China Times, which is only applicable to those who read it. In the future, when more Chinese people use our SIM (Subscriber Identification Module)-card to connect with 88play, there will be a large expansion on the Chinese market
Interviewee 2:
Contact Information
Company: Incito Europe
Telephone: 010-2018880
Email Address: [email protected] long have you been a worked with China Times?
-3Years
How do you book your advert?
-Phone call and Email
Through online portal, how can you describe the online portal?
-It looks clear and easy to read news
If through physical visit/phone call/E-mail, how can you describe the company’s customer representative?
-friendly
Do you think the company’s customer representative explains product clearly?
-Yes
How often do you place Advertisements on China Times Print Media?
-After two weeks. However, we usually reduce the frequency after three months and repeat the same pattern every year.
How many people cite China Times as the reference media?
-Around 5%, but I have to admit that the figure does not represent the most recent figures
How many confirmed deals do you attribute to China Times?
-Few, representing one or two percent of those who choose China Times
Do you use other media source to advertise?
-Yes. Although the cost of these channels makes is a serious limiting factor, we prefer using several channels to maximize the chances of accessing more potential customers
How many other sources of media do you use to advertise?
-Two sources: the search engine and the national television.
Can you give a description of the other media sources you use for advertisement?
-Internet search engines that allow the Internet users to access our company’s website and social media accounts. National television enjoys national viewership. As our product is very popular in the food industry and in family, we prefer the platform of television
Compare the appropriateness and effectiveness of media sources in question 6 to China Times
-The television reaches more people countrywide compared to China Times.
-The Internet meets the preference of more people compared to China Times
Interviewee 3:
Contact Information
Company: GSM-Shop
Telephone: 070 -8888888
Email Address: [email protected] long have you been a worked with China Times?
-more than 6 Years
How do you book your advert?
-We have a good relationship with China Times, and we had an contract of placing the adverts twice a month.
Through online portal, how can you describe the online portal?
-User friendly
If through physical visit/phone call/E-mail, how can you describe the company’s customer representative?
-Normal, just good
Do you think the company’s customer representative explains product clearly?
-Yes
How often do you place Advertisements on China Times Print Media?
We usually place adverts on China Times once to twice a month
How many people cite China Times as the reference media?
-Few people, but I am not in a position to give a figure to estimate the percentage.
How many confirmed deals do you attribute to China Times?
-Honestly speaking, I am not in a position to determine how many confirmed deals related to the specific promotional channels
Do you use other media source to advertise?
-Yes. That is only way we can access more potential customer for our company. However, we are now paying more attention on the physical shop as customers prefer checking out the cell-phone or any other products before the purchase.
How many other sources of media do you use to advertise?
-One more sources, which is social media.
Can you give a description of the other media sources you use for advertisement?
-To be honest, we are now focusing on physical promotion such as poster and flyer. For social media, we are placing advertisements on website and Facebook
Compare the appropriateness and effectiveness of media sources in question 6 to China Times
-The Internet meets the preference of the majority
Interviewee 4
Contact information
Company: Remax Hofstad MakelaardijTelephone: 088 – 4483150
Email Address: [email protected] long have you been a worked with China Times?
-3 months
How do you book your advert?
-We made order via email
Through online portal, how can you describe the online portal?
-User friendly
If through physical visit/phone call/E-mail, how can you describe the company’s customer representative?
-The customer service was very good and clear. I think they are helpful
Do you think the company’s customer representative explains product clearly?
-Yes
How often do you place Advertisements on China Times Print Media?
-Twice a month. Our company is extending the marking in the Chinese communities.
How many people cite China Times as the reference media?
-Am not sure, but it is a lot, more than half percent of the clients reach the information via China Times. And I am the person who takes responsibilities to this market
How many confirmed deals do you attribute to China Times?
-It is a great number. More than 70% of the clients confirmed the deals. Most of the clients were satisfied with our services
Do you use other media source to advertise?
-Yes, but financial limitations make it difficult for us to use multiple channels
How many other sources of media do you use to advertise?
-One more source
Can you give a description of the other media sources you use for advertisement?
-Television, where the promotional message is in the form of motion picture
Compare the appropriateness and effectiveness of media sources in question 6 to China Times
-Most people view television programs. Our company takes the advantage of the commercial breaks to reach them
Interviewee 5:
Contact Information
Company: Everaert Advocaten
Telephone: 020-7523200
Email Address: [email protected] long have you been a worked with China Times?
-4 years
How do you book your advert?
-Phone call
Through online portal, how can you describe the online portal?
-User friendly
If through physical visit/phone call/E-mail, how can you describe the company’s customer representative?
-Most of the time was nice, but once the employee was without patient as she made mistakes in our ad.
Do you think the company’s customer representative explains product clearly?
-Most of the time yes.
How often do you place Advertisements on China Times Print Media?
-After two weeks. However, we usually change the frequency depending on the season.
How many people cite China Times as the reference media?
-Few, between 5 and 10%. I prefer giving a range to show an approximation rather than exact figure.
How many confirmed deals do you attribute to China Times?
-China Times leads usually leads to around 3% confirmed sales. That is according to our latest findings
Do you use other media source to advertise?
-Yes. We prefer reaching as many customers as possible by using the channels that they prefer
How many other sources of media do you use to advertise?
-Two more sources. The Internet and the mass media
Can you give a description of the other media sources you use for advertisement?
As I said, we are focusing on the mass media and the Internet
-The internet, where we use the search engine to attract traffic to our website
-The national television to reach millions of viewers
Compare the appropriateness and effectiveness of media sources in question 6 to China Times
While print and online newspapers are still popular, a national television channel and the search engine are by far more beneficial than what China Times has to offer
-The internet is becoming more popular than newspapers
-The national television has always reached a greater audience compare to China Times
Interviewee 6:
Contact Information
Company: Sauna club
Telephone: 475532596
Email Address: [email protected] long have you been a worked with China Times?
-half year
How do you book your advert?
-go to your office and phone call
Through online portal, how can you describe the online portal?
-User friendly
If through physical visit/phone call/E-mail, how can you describe the company’s customer representative?
-It was nice
Do you think the company’s customer representative explains product clearly?
-Yes
How often do you place Advertisements on China Times Print Media?
-We usually post an advert on China Times once a month
How many people cite China Times as the reference media?
-Approximately 7% as per our latest reports
How many confirmed deals do you attribute to China Times?
-China Times contributes to approximately 2% increase service. It is not a good number, but after displaying adverts on China Times, the number of people who are Chinese or Asian, has increased
Do you use other media source to advertise?
Yes, that is the only way we can reach potential customers at their own conveniences
How many other sources of media do you use to advertise?
I am aware of two more promotional channels that we have using for some time now
Can you give a description of the other media sources you use for advertisement?
-One of the channels is a national television though short film commercials,
-The second channel is the Internet through a Search Engine, where we usually direct
Compare the appropriateness and effectiveness of media sources in question 6 to China Times
-The television reaches more people compared to China Times.
-The Internet, specifically the search engine, meets the preference of more people compared to China Times. The increase usage of the Internet makes search engine ideal for reaching technologically well-informed customers
Interviewee 7:
Contact Information
Company: NCTaal
Telephone: 06 2698 6926
Email Address: [email protected]
How long have you been a worked with China Times?
-7 years
How do you book your advert?
-via Email
Through online portal, how can you describe the online portal?
-User friendly
If through physical visit/phone call/E-mail, how can you describe the company’s customer representative?
-The customer service was good and the lady helps a lot
Do you think the company’s customer representative explains product clearly?
-Yes
How often do you place Advertisements on China Times Print Media?
-Twice a month. We usually post such adverts more frequently in the last quarter of every year.
How many people cite China Times as the reference media?
A lot of students got information via China Times. Approximately 50% of the students cite China Times as the reference media. My students are all Chinese and I will continue placing ads on China Times.
How many confirmed deals do you attribute to China Times?
-Approximately 70% of all those who make inquiries using China Times.
Do you use other media source to advertise?
-Yes, -Of course, we prefer using different platforms to market our service
How many other sources of media do you use to advertise?
Currently, am aware about two advertisement channels that my company is using to market its products and expand brand awareness
Can you give a description of the other media sources you use for advertisement?
-We also use the Internet. In particular, the search engine that increases the chances of the Internet users to see what the company is offering them. Instead of using media source, word of mouth is also one of the promotion strategies. Students would ask the friends or the people who knows to look for language course.
Compare the appropriateness and effectiveness of media sources in question 6 to China Times
-For the Internet, I strongly believe that more people are more likely to come across our adverts on social media thanks to the increased internet usage around the globe
Chinese Companies
Interviewee 8:
Contact Information
Company: Home of China
Telephone: 06-53360241
Email Address: [email protected] long have you been a worked with China Times?
-10 years
How do you book your advert?
-We has a contract on booking the adverts in the edition that we required
Through online portal, how can you describe the online portal?
-User friendly
If through physical visit/phone call/E-mail, how can you describe the company’s customer representative?
-The customer service was not good in the recent days. I tried to contact your company and tell the mistakes of the ads in many times, but at the end it still wrong on the ads. I think it is because of the communication problem in language.
Do you think the company’s customer representative explains product clearly?
-Most of the time yes.
How often do you place Advertisements on China Times Print Media?
We usually post adverts after two months
How many people cite China Times as the reference media?
-Between 40 and 50% of all the people we deal with
How many confirmed deals do you attribute to China Times?
-Around 15 to 20% the individuals who access us through China Times end up doing business with us
Do you use other media source to advertise?
-Yes, we prefer using several channels to access more clients
How many other sources of media do you use to advertise?
-Two sources
Can you give a description of the other media sources you use for advertisement?
-Yeah, we usually use the Internet, by using search engine. Lastly, we usually focus on trade exhibitions to show potential customers what we have to offer
Compare the appropriateness and effectiveness of media sources in question 6 to China Times
-The Internet meets the preference of more people compared to China Times
-China Times reaches more people and is more effective than exhibitions
Interviewee 9:
Contact Information
Company: Donkey Trip
Telephone: 010-3400688
Email Address: [email protected] long have you been a worked with China Times?
-4 years
How do you book your advert?
-Phone call
Through online portal, how can you describe the online portal?
-User friendly
If through physical visit/phone call/E-mail, how can you describe the company’s customer representative?
-Yes
Do you think the company’s customer representative explains product clearly?
-Most of the time yes.
How often do you place Advertisements on China Times Print Media?
After two months. However, we usually conduct advertisement increased advertisement drives during the peak seasons, to take advantage of increased tourism activities. The front page of the newspaper is our preference
How many people cite China Times as the reference media?
-A good number of people, around 45%
How many confirmed deals do you attribute to China Times?
-Approximately 16%
Do you use other media source to advertise?
–Yes, around three different advertisement channels
How many other sources of media do you use to advertise?
-Kindly refer to my answer for question 5.
Can you give a description of the other media sources you use for advertisement?
-Social media to reach young people
-Internet search engine to bring potential travelers to our website
Compare the appropriateness and effectiveness of media sources in question 6 to China Times
-The Internet search engine is more effective than China Times since it draws people to our website where they can learn more about our services
-Social media is more affordable than paying for space on China Times
Interviewee 10:
Contact Information
Company: Stg. Algemene Chinese school Utrecht
Telephone: 070 -8888888
Email Address: [email protected] long have you been a worked with China Times?
-10 years
How do you book your advert?
-Phone call and wechatThrough online portal, how can you describe the online portal?
-User friendly
If through physical visit/phone call/E-mail, how can you describe the company’s customer representative?
-Yes
Do you think the company’s customer representative explains product clearly?
-Yes.
How often do you place Advertisements on China Times Print Media?
–Once a month but it is not a permanent arrangement. We usually conduct thorough promotional exercises towards the end of school holidays in a bid to attract more students who may wish to transfer or enroll
How many people cite China Times as the reference media?
-Few people, but I am not in a position to give a figure to estimate the percentage.
How many confirmed deals do you attribute to China Times?
-Honestly speaking, I am not in a position to determine how many confirmed deals related to the specific promotional channels
Do you use other media source to advertise?
-Yes. That is only way we can access more potential students for our school
How many other sources of media do you use to advertise?
-Two more sources, which is social media and mass media. Can you give a description of the other media sources you use for advertisement?
Compare the appropriateness and effectiveness of media sources in question 6 to China Times
-The television reaches more people countrywide compared to China Times
-The Internet meets the preference of the majority
Compare the appropriateness and effectiveness of media sources in question 6 to China Times
-The search engine and mass media reaches more potential customers than China Times. For example, the fact that the national television reaches the entire national population makes it ideal for creating and developing brand awareness. On the other hand, the search engine allows the educated young generations to access the company at their own conveniences
Interviewee 11:
Contact Information
Company: GEG Europe
Telephone: 010-2018880
Email Address: [email protected] long have you been a worked with China Times?
-3 years
How do you book your advert?
-Phone call and wechatThrough online portal, how can you describe the online portal?
-User friendly
If through physical visit/phone call/E-mail, how can you describe the company’s customer representative?
-Yes
Do you think the company’s customer representative explains product clearly?
-Yes.
How often do you place Advertisements on China Times Print Media?
-Twice a month with 3 full pages. In the peak seasons, we usually place 3 pages in the middle, 1 full page at the end and including 2/5 in the front page
How many people cite China Times as the reference media?
-Approximately 50%
How many confirmed deals do you attribute to China Times?
–Between 15 and 20% confirmed deals usually come from what we get by posting our adverts on China Times
Do you use other media source to advertise?
Yes, we have been using multiple advertisement channels because we believe in the idea that our consumers prefer different channels
How many other sources of media do you use to advertise?
-Three more sources
Can you give a description of the other media sources you use for advertisement?
-The Internet, where we use the search engine optimization to make our website appear first
-BBS (Bulletin Board System) on the internet
-Trade fairs
Compare the appropriateness and effectiveness of media sources in question 6 to China Times
-The Internet is more trendy and acceptable than China Times
-For our company, we reach more people through China Times compared to trade fairs.
Interviewee 12:
Contact Information
Company: Little Asia Restaurant
Telephone: 06-55826565
Email Address: [email protected] long have you been a worked with China Times?
-5 years
How do you book your advert?
-Phone call and wechatThrough online portal, how can you describe the online portal?
-User friendly
If through physical visit/phone call/E-mail, how can you describe the company’s customer representative?
-Yes
Do you think the company’s customer representative explains product clearly?
-Yes.
How often do you place Advertisements on China Times Print Media?
-After every two months
How many people cite China Times as the reference media?
-Around 50% of people cite China Times as the reference media
How many confirmed deals do you attribute to China Times?
-Around 15% of our customer admitted that they learnt about our restaurants through China Times
Do you use other media source to advertise?
-Yes, we have been using several platforms
How many other sources of media do you use to advertise?
We usually use three more platforms apart from China Times
Can you give a description of the other media sources you use for advertisement?
-In brief, the television is our mass media outlet of choice. Others include the Internet, where we use our official website and several social media platforms such as Facebook, You Tube, and Twitter. Social media where we post out services and encourage our followers to share widely
Compare the appropriateness and effectiveness of media sources in question 6 to China Times
-The Internet meets the preference of more people compared to China Times
-We can access more customers via social media than China Times
Interviewee 13:
Contact Information
Company: Kaiyuan Travel
Telephone: N/A
Email Address: [email protected] long have you been a worked with China Times?
-1 year
How do you book your advert?
-Email and wechatThrough online portal, how can you describe the online portal?
-User friendly
If through physical visit/phone call/E-mail, how can you describe the company’s customer representative?
-Yes
Do you think the company’s customer representative explains product clearly?
-Yes.
How often do you place Advertisements on China Times Print Media?
We always place advertisement on China Times. Although am not sure about the exact frequency, I think that we usually place ads after every two weeks
How many people cite China Times as the reference media?
Interestingly many people cite China Times. We recently conducted a study that revealed how China Times brought in 46% of customers.
How many confirmed deals do you attribute to China Times?
-Around 16% of our customer admitted that they learnt about our offers by reading our travel offers on China Times.
Do you use other media source to advertise?
-Yes, Of course, yes. We have to maximize our presence to reach as many customers as possible.
How many other sources of media do you use to advertise?
I have to admit that we usually use as many as four sources that are popular in the hotel and tourism industry.
Can you give a description of the other media sources you use for advertisement?
-The Internet is our main channel, where we use social media, official website, and travel websites.
Compare the appropriateness and effectiveness of media sources in question 6 to China Times
-We usually advertise our services on our website, social media accounts such as Facebook. We also use the television to access the general population. We also use tourism events to market our products.
Interviewee 14:
Contact Information
Company: Red Pepper Restaurant
Telephone: 06-34885233
Email Address: [email protected]
How long have you been a worked with China Times?
-1 year
How do you book your advert?
-Phone call and email
Through online portal, how can you describe the online portal?
-User friendly
If through physical visit/phone call/E-mail, how can you describe the company’s customer representative?
-Yes
Do you think the company’s customer representative explains product clearly?
-Yes.
How often do you place Advertisements on China Times Print Media?
Well, we usually place advertisements after one month. However, it usually depends since we tend to increase the frequency towards the end of the year in bid to intensify promotional activities.
How many people cite China Times as the reference media?
-Many people, between 40 and 50%
How many confirmed deals do you attribute to China Times?
-Approximately 85 to 90 %of our customers mentioned China Times as their reference media. As when people come to our restaurant, people would choose sit down and enjoy our foods.
Do you use other media source to advertise?
Yes, we have to use several sources to reach as many clients as possible.
How many other sources of media do you use to advertise?
We usually use three different platforms to pass our promotional messages about the food that we serve in our restaurant. The idea is to the advantage of these channels, which are always unique
Can you give a description of the other media sources you use for advertisement?
-We have successfully used national television to reach as many customers as possible. The second media is the internet, especially for reaching youths and other market segments. The third promotional media is exhibitions.
Compare the appropriateness and effectiveness of media sources in question 6 to China Times
-The Internet meets the preference of more people compared to China Times
-China Times reaches more people and is more effective than exhibitions.
Interviewee 15:
Contact Information
Company: Snel Logistics
Telephone: 06-39649982
Email Address: [email protected]
How long have you been a worked with China Times?
-3 years
How do you book your advert?
-Phone call and wechatThrough online portal, how can you describe the online portal?
-User friendly
If through physical visit/phone call/E-mail, how can you describe the company’s customer representative?
-Yes
Do you think the company’s customer representative explains product clearly?
-Yes.
How often do you place Advertisements on China Times Print Media?
-We usually place advertisement after one month
How many people cite China Times as the reference media?
Well, it depends. Although not always, approximately 50%
How many confirmed deals do you attribute to China Times?
It is difficult to estimate. As a company, we have not thought about linked confirmed deals with specific platforms that we use for marketing.
Do you use other media source to advertise?
-Yes, Our marketing strategy aims at using all available platforms to attract customers.
How many other sources of media do you use to advertise?
As of now, I can am sure about two sources of advertisement that my company uses to market its products.
Can you give a description of the other media sources you use for advertisement?
Yes, we selected the two platforms due to some good reasons. Our company prefers the national television in bid to reach more people. We also prefer the search engine that allows internet users to visit our website, where they can see what we offer.
Compare the appropriateness and effectiveness of media sources in question 6 to China Times
Of course, the advertisement channels we choose have unique advantages
-Promotional messages on the national television reach more people
-Internet matches with the increase use of the Internet services
Respondents of 15 IntervieweesThis data shows the description of other media sources used for advertisements.

Figure 6.1 Description of other media sources used for advertisement

Appendix 6 Price list
-16656800Table 8.2 Advertisement Price List in China Times
-54610-2413000Appendix 7 Publish date in 2016 & 2017-1320805905500 Table 8.3 Publish date of China Times in 2016 and 2017