introducing processed food products into Chinese market
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Recently in Swiss subsidiary has been allocated responsibility for the Asia-Pacific Region and you have been assigned the task of spearheading the firm ‘s push into china and adjacent countries In the light of opportunities and constraints to be awaited on the chinese market , the evaluation of alternative entry options showed that our best opportunity was on health food products related to the dairy products actual massive trend We also decided to adress chinese cultural sensitivity issues by entering in long term close relationship with customers instead of being too focused on quick deals and to adapt our networking strategy to chosen entry strategy We also examined how we should select a strategic partner , should the Chinese government advise us to do so , and how we should be adapting our global marketing processes to the issues raised by national sovereignty in China Finally , we decided to include as adjacent market either Thailand or Vietnam in to benefit from the existing trade relationship between them and China , even if countertrade obligations are to be met INTRODUCTION The overall purpose of this is to present our five years strategic plan which objective is to enable our firm to become a major player in the processed food market adressed to retailers and food service industry Among our very wide range of products , we will examine alternative market entry options in the light of potential opportunity and constraints , then examine the question of the influence of cultural sensitivity on negociations and on introduction of our product to chineses market
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And we will finally include perspective of developping an adjacent market with eventually compulsory countertrade involved Section 1 Alternative chinese market entry option for breakfast cereals and cereal bars in the light of potential opportunities and constraints The recent huge success of dairy products in China , although a majority of the population is lactose intolerant and milk was never part of the traditional chinese food is showing that chinese market has become increasingly open to adopting foreign fooding habits
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Paper Topic: introducing processed food products into Chinese market Executive summary You are employed by a Swiss subsidiary of a transnational company in the processed food business whose products are sold via retailers and direct to the food service industry in a number of countries
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The next step of our analysis will be to examine the impact of adhesion of China to WTO on market environment and the consequences of cultural sensitivity to network and relationships Our next field of investigation will be to examine the threat represented by a potential obligation to enter a strategic alliance with a local player and by our global company culture regarding national sovereignty issues
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But one very interesting element of dairy products success is that its main reason and marketing idea is to value its good impact on health
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This is what makes us think that the best way to introduce our firm ‘s product range is to be highly positionned on
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This is even reinforced by the success encoutered by Mc Donald ‘s and Starbucks
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