Entrée sur le marché asiatique pour un fabricant de vaisselle en céramique

Contexte de l'étude de cas

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.

Méthodologie

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.

Principales conclusions

Parmi les principales conclusions de la recherche, le SIS a constaté que :

1. Young married couples are the key buyers of ceramic tableware products, while the final buying decision is still made by women
2. La vaisselle en céramique de style occidental est préférée, en particulier les marques capables de proposer un mélange de designs modernes et élégants.
3. Dans les deux pays asiatiques, la vaisselle de marque étrangère et importée représente 60 à 801 TP3T du marché total en 2013. Les entreprises de Chine et du Royaume-Uni sont les principaux exportateurs dans les pays sélectionnés.
4. Consumers’ attitudes toward innovative design and international brands represent a great opportunity for homewares producers from all over the world.