Strategic marketing and distribution advice for expansion of a product range to China

Desired Outcome

Comprehensive analysis of a South African-based company's marketing and distribution strategy as a means to expanding its product range in China.

Methodology

Extensive research was undertaken into Chinese distribution and marketing channels of the product range in question. This included desk research, personal interviews and field work.

In addition, potential distribution agents were identified through an extensive Chinese business network.

Outcome

A strategy report was presented to the company's board of directors detailing concise China entry recommendations. This included a thorough analysis of product distribution characteristics, competitor analysis and assessment of the marketing channels of strategy of foreign and local brands.

In addition, over 130 potential distribution agents were identified across the highlighted geographical segmentation. Preferred targets were selected for personal meetings with the client.

As a result of consulting services offered by THE BEIJING AXIS, the client has subsequently developed a deep understanding of the local Chinese business environment for its product. This has led to significant adjustments in their China strategy from what was originally envisaged.

Due to high levels of client satisfaction, THE BEIJING AXIS will continue to provide further management advice and support for the client's expansionary activities in China.