Building a Chinese Market Entry Strategy for Dutch Bell Peppers Company
BUSINESS CHALLENGE
Investigate potential of exporting Dutch bell peppers to China
GLOCALITIES SOLUTION
Step 1: Understand how the Chinese culture differs from the Dutch culture (home market) Step 2: Understand the purchasing behavior of the Chinese market as a whole Step 3: Use the right variables from the Glocalities database to identify a suitable target group Step 4:Understand the target group’s socio-demographics, values, lifestyle and consumer behavior Step 5: Use findings to craft a powerful brandpersonality
BUSINESS IMPACT
Target the right people at the right locations by using storylines and persuasion tactics that appeal to them
*numbers and markets were changed to protect confidentiality of the client
Author
Roel Schoemaker
Principal Strategy Consultant
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