Client Case Study #2
The Client: Global company in the high end consumer equipment industry wanted to analyze their slow sales growth in China and explore alternative market opportunities. Primarily carried out through advanced China market research, particularly the food processing/organic foods industry at various green foods/health product trade shows in Beijing and Shanghai, as well as green food stores and organic shops. Through this investigation, MCST was able to collect extensive research regarding Chinese cultural attitudes, values and beliefs of food and its nutritional properties, and subsequently able to create dynamic marketing plan options that the client company could choose based on company goals and market trends.
Duration: 6 months
Action Steps:
- Conducted extensive, on-the-street research, exploring green food stores in Beijing and Shanghai and how both client and competitor's products are viewed, including end-user interviews and undercover customers
- Met with government consulting agencies and food and health industry experts to explore potential partnership opportunities
- Attended industry trade shows in Beijing and Shanghai to assess market characteristics and qualify potential distributors
- Escorted client company management on investigative tour of China's major retail outlets
- Created Chinese publications and periodicals database that could be used for target marketing and advertising
- Qualified potential Chinese celebrities who could serve as company spokesperson
Ancillary Tasks: The Results: The client company holds a firm grasp of the challenges and opportunities to successfully market their product in China. They are able to minutely qualify reliable distributors who will market their product in line with the company's strong values and beliefs. Based on MCST evaluation, the client company has a variety of market investment options and strategies to move at steady, effective pace in China.
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