CASE STUDY

China New Market Entry

Background


The client was the category leader in North America and had entered China with various joint ventures and acquisitions. Its growth was challenged in retail and wanted to explore opportunities in other channels.

Objectives

  1. Evaluate the opportunities in Foodservice and which cities and channels had the best opportunities
  2. Understand the needs of trade customers and influencers
  3. Design a route to market model for launch

Outputs


We started by understanding what the successful business and route to market (RTM) models were of key competitors including both International and local players.


Through industry research we prioritised two cities for roll out and then conducted consumer research to understand which product types and channels in those cities offered the greatest potential


We built a RTM model for our client that included introductions to selected industry partners and prioritised which combination of key accounts and wholesale markets would drive growth fastest.

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