This case examines the business strategy and the expansion of JWT China from the late 1990s to 2008. The fourth-largest marketing network in the world of communications, JWT China has become one of the largest integrated communications companies operating in China offices in different parts of the country. The case provides students with a comprehensive understanding of the history and the advertising industry in China and the problems for foreign and domestic companies operating in highly regulated media environment is controlled by the Chinese government. At the same time, this case offers a look at the structure of the market is highly fragmented Chinese consumers, the study of socio-economic inequalities in income and access to the media, as well as culturally determined by the behavior of consumers in different regions and urban and rural areas. The case allows students to explore how these trends may affect the JWT advertising and marketing strategies in the future, and how to evaluate business expansion JWT in China to deal with local and foreign competition. "Hide
by Elisabeth Koll Source: Harvard Business School 26 pages. Publication Date: February 24, 2009. Prod. #: 809079-PDF-ENG
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