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Client Consult Problem Statement:

MnM’s client was a leading hatcher-breeder and have high technology portfolio in breeding. Client was interested to expand its operations into China market and had a need to understand the potential of their breeding technologies and market entry strategies in this market. Client was interested in understanding China poultry market supply and value chain, pricing models, existing key players business models, meat consumption trend, consumer behavior and future potential in the poultry meat market in China.

Solution Provided:

1. Methodology Adopted by MnM :

The study involved extensive interviews from the primary respondents from the supply side and demand side involving the key producers, processors, retail and wholesale supply chain members, end-users, and research institutes for the estimation and evaluation of the total addressable market.

2. Actual Solution Provided:

• Evaluation of the market and it’s growth segments and technologies used in these growth segments
• Customer evaluation/segmentation and decision making process on meat market
• Sources of funds, how tests are funded, price points and pricing models
• Sales infrastructure and distribution structures required
• Competition, focusing on key competitors
• Regulatory requirements, current and potential changes
• Acceptance to and potential use of their service, comparison of these with current traditional platforms used
• Critical success factors for entry into and penetration of the China poultry meat market

Value Delivered:

Recommendation on poultry meat market entry strategies by considering consumer behavior, supply chain advantages, market growth pattern, market player strategies. After working through the detailed market analysis and end-use market assessment by MnM, client successfully formulated its market entry strategy for its products.

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