Entrada no mercado asiático para um fabricante de talheres de cerâmica

Antecedentes do Estudo 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.

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.

Principais conclusões

Entre as principais conclusões da pesquisa, o SIS descobriu que:

1. Young married couples are the key buyers of ceramic tableware products, while the final buying decision is still made by women
2. Os talheres de cerâmica de estilo ocidental são preferidos, especialmente aquelas marcas capazes de oferecer uma mistura de designs modernos e elegantes
3. Em ambos os países asiáticos, os utensílios de mesa importados e de marcas estrangeiras representam 60-80% do mercado total em 2013. Empresas da China e do Reino Unido são os principais exportadores nos países selecionados.
4. Consumers’ attitudes toward innovative design and international brands represent a great opportunity for homewares producers from all over the world.