Markteintritt in Asien für einen Hersteller von Keramikgeschirr

Hintergrund der Fallstudie

A tableware company specialized in ceramic products, with hundreds of years of history, was looking for a rapid entry and growth in the Asian market. The company wanted to quantify the growth opportunity for its stylish tableware product lines in two target countries and identify an actionable go-to-market strategy. SIS worked with the senior executives to design the best solution for its business goals.

Methodik

SIS developed a comprehensive tableware market entry feasibility and attractiveness study in two countries in Asia. The project involved in-depth discussions with distributors, retailers, and customers. This allowed SIS to gain insights into the trends, growing segments, and demand gaps in both local markets.

Wichtige Erkenntnisse

Zu den wichtigsten Forschungsergebnissen von SIS zählen:

1. Young married couples are the key buyers of ceramic tableware products, while the final buying decision is still made by women
2. Keramikgeschirr im westlichen Stil wird bevorzugt, insbesondere solche Marken, die eine Mischung aus modernem und dennoch elegantem Design bieten können.
3. In beiden asiatischen Ländern entfallen 60-80% des Gesamtmarktes im Jahr 2013 auf Geschirr ausländischer Marken und importiertes Geschirr. Unternehmen aus China und Großbritannien sind die Hauptexporteure in den ausgewählten Ländern.
4. Consumers’ attitudes toward innovative design and international brands represent a great opportunity for homewares producers from all over the world.