Ingresso nel mercato asiatico per un produttore di stoviglie in ceramica

Contesto del caso di studio

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.

Metodologia

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.

Risultati chiave

Tra i principali risultati della ricerca, il SIS ha rilevato che:

1. Young married couples are the key buyers of ceramic tableware products, while the final buying decision is still made by women
2. Si preferiscono stoviglie in ceramica in stile occidentale, soprattutto quei marchi in grado di offrire un mix di design moderno ed elegante
3. In entrambi i paesi asiatici le stoviglie di marca estera e importate rappresentano il 60-80% del mercato totale nel 2013. Le aziende provenienti dalla Cina e dal Regno Unito sono i principali esportatori nei paesi selezionati
4. Consumers’ attitudes toward innovative design and international brands represent a great opportunity for homewares producers from all over the world.