Wejście na rynek azjatycki producenta ceramiki stołowej

Studium przypadku Tło

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.

Kluczowe ustalenia

Wśród głównych ustaleń badań SIS stwierdziło, że:

1. Young married couples are the key buyers of ceramic tableware products, while the final buying decision is still made by women
2. Preferowana jest zastawa stołowa z ceramiki w stylu zachodnim, zwłaszcza marki oferujące połączenie nowoczesnych i eleganckich wzorów
3. W obu krajach azjatyckich zastawa stołowa zagranicznych marek i importowana stanowiła 60-80% całego rynku w 2013 r. Głównymi eksporterami w wybranych krajach są firmy z Chin i Wielkiej Brytanii
4. Consumers’ attitudes toward innovative design and international brands represent a great opportunity for homewares producers from all over the world.