Case Study-“Marketing Christmas”

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The following is based on a real case but the name of the company has been changed and the source will only be revealed after the submission deadline. It is June in Eastern China and temperatures are over 30 degrees Celsius. In Huang Yi-Ju’s wholesale showroom, based in Yiwu, model Father Christmases line the shelves, fill the floors and scale the walls. Everywhere you turn, you see him. This strange sight is due to Western consumer demands for festive decorations. Half of Europe’s Christmas products are made in or traded through this city, say officials. To ensure they are shipped to stores in time, Western buyers representing retail organizations and other distributors arrive between June and August. It is based on a real case but the name of the company has been changed and the source will only be revealed after the submission deadline. It is June in Eastern China and temperatures are over 30 degrees Celsius. In Huang Yi-Ju’s wholesale showroom , based in Yiwu, model Father Christmases line the shelves, fill the floors and scale the walls. Everywhere you turn, you see him. This strange sight is due to Western consumer demands for festive decorations. Half of Europe’s Christmas products are made in or Traded through this city, say officials. To ensure they are shipped to stores in time, Western buyers represented retail organizations and other distributors arrive between June and August.
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