A traditional Chinese medicine manufacturer in Singapore plans to enter the Mainland China market by Jan 2016. Discuss the importance of conducting marketing research for the manufacturer prior to its entry.

The aim of this assignment is to provide an opportunity for students to have a good grasp of the rationale behind marketing research. Students are expected to read the textbooks, journal articles and be able to apply the knowledge gained from real life examples. Specifically, students are expected to demonstrate their competence in the following areas:

· Knowledge and understanding of key concepts,

· Critical analysis and level of argument,

· Extent of reading and references used,

· Structure and presentation of the submission, writing style, appropriate citations and referencing.