B2B

Ingredients --- Evaluating Market Opportunity and Channels Strategy for a Food Investment Company

Background

The client, a well-known private investment institution, wanted to launch its tuna business in China to grab growing opportunities with a premium branding focus; in order to achieve the objectives with solid steps, the client wanted potential B2B partnership options and channels to better approach the China market


Solutions

•    Evaluated current market performance of tuna

–Segmented customers in China and their purchasing performance
–Identified the product image in the market and pricing status

•    Mapping out various potential partners the client could work with

–Identified all potential partner segments with various channels
–Mapped the chain flow and profitability to each channel
–Identified a roll-out model to set up distribution network and criteria of distributor selection process
–Evaluated how to integrate different channels to gain market share 


Methodology

•    SmithStreet conducted 35 in-depth interviews with 5 industry competitors and 30 potential partners/distributors from different channels across 5 cities in China 


Selected Findings



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