Our research was extremely helpful and defied our earlier perceptions and hypotheses about the Chinese market. We believe the end results are highly reliable irrespective of some minor limitations and bias. Since we had limited time and resources to conduct survey and personal interview, The amount of datas might not be sufficient to get precise final decision about Max Brenner’s strategy in China. Nevertheless, we feel this is a strong representation of the Chinese consumers taste, characteristics and preferences. Our findings are quite interesting. For example, we found out that there is a misconception in the world that Chinese people do not like sweet desserts. However our findings proved otherwise, it established a large majority of the population that actually like sweet products. This confirms a change in taste of the present generation.  

 

We also discovered that the Shanghainese people are very open to trying new food which confirming our earlier assumptions about the subject. Moreover, with respect to marketing our standard word of mouth approach is well practiced in the city giving us a fair advantage. However, we would have to look into an online marketing strategy as it is equally popular in the chocolate cafe industry.

Due to the fact that Xintiandi, East Nanjing and Pudong represent the most popular destinations, we highly recommend that the location with highest density of human traffic out of these should be picked.

 

With respect to customer inflow, we are assured of daily patronage since people claimed they visited chocolate cafes randomly and not necessarily for special occasions.

These and many more, suggest a rich opportunity for the Max Brenner brand which should be taken as soon as possible since there is a huge target market available.