1) Michelle's patisserie failed its expansion into China. If you were hired to help Michelle'spatisserie to design its expansion strategy into China, what would the expansion strategy be in terms of the following aspects:

• What would be the entry mode Michelle's patisserie use? What are the pros and cons of this entry mode in China?
• How should michelle's adapt its marketing mix?

2) Please answer the following questions regarding segmentation and target marketing strategies by using IKEA as an example:

• What are the segmentation methods that can be used by marketers in global markets? ( list the methods and briefly define each method)
• What are the target marketing strategy options that can be used by marketers in global markets?