Foster, M J (2011) Kingfisher's attack on the China market: a success? In: Asia-Pacific Business Research Conference; 21 - 22 Feb 2011, Kuala Lumpur, Malaysia. ISBN 9780980455755

Abstract

This paper is a case study examining the entry to the Chinese market of Kingfisher plc under its B&Q brand, operating in the DIY or home improvement market. The story begins in the mid-1990s and goes through to early summer 2010. On the one hand the entry has been successful: B&Q is now a significant presence in China, holding number one position in their chosen market, which is primarily highly fragmented; there is some concentration in four key cities in the wealthy east coast region; and it has made profits over a fair portion of the last decade. Lessons were learned from initial mistakes and the core sales proposition in China has been crafted to differ from that in the original UK home base. However, for the last three completed financial years, losses have been booked and significant changes have been made or are planned at the time of writing. Some changes were inevitable, but which were they (other than those where the PRC government changed its rules)?

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