Entrada al mercado asiático de un fabricante de vajillas de cerámica

Antecedentes del estudio de caso

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.

Metodología

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.

Resultados clave

Entre los principales hallazgos de la investigación, el SIS encontró que:

1. Young married couples are the key buyers of ceramic tableware products, while the final buying decision is still made by women
2. Se prefiere la vajilla de cerámica de estilo occidental, especialmente aquellas marcas capaces de ofrecer una combinación de diseños modernos pero elegantes.
3. En ambos países asiáticos, la vajilla importada y de marca extranjera representó entre 60 y 801 TP3T del mercado total en 2013. Las empresas de China y el Reino Unido son los principales exportadores en los países seleccionados.
4. Consumers’ attitudes toward innovative design and international brands represent a great opportunity for homewares producers from all over the world.