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Casestudy Achtergrond

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.

Methodologie

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.

Belangrijkste bevindingen

Enkele van de belangrijkste onderzoeksresultaten van SIS zijn:

1. Young married couples are the key buyers of ceramic tableware products, while the final buying decision is still made by women
2. Westers keramisch serviesgoed heeft de voorkeur, vooral die merken die een mix van moderne maar toch elegante ontwerpen kunnen leveren
3. In both Asian countries foreign-branded and imported tableware account for 60-80% of the total market in 2013. Companies from China and United Kingdom are the main exporters in the selected countries
4. Consumers’ attitudes toward innovative design and international brands represent a great opportunity for homewares producers from all over the world.