CHANNEL STRATEGY: THE CHINA MARKET FOR NEW ZEALAND SCAMPI
Through extensive industry interviews and channel evaluations in China, TBA formulated a targeted plan and launch recommendations introducing New Zealand scampi to this complex but lucrative market.
Type
Market Entry & Channel Strategy
Services
Market Research, Channel Strategy, Pricing Analysis, Import Planning
Year
2015
Client
Ngāi Tahu Seafood
Objective:
Explore viability and make launch recommendations for exporting NZ scampi to China.
What TBA Did:
- Conducted extensive industry interviews with insiders
- Mapped channel landscape and competitive situation
- Evaluated positioning strategies and go-to-market approaches
- Assessed import requirements, risks and partnerships
Result:
- Validated definite demand – advised starting with distributors to hotels/retail
- Recommended competing on attributes like sustainability
- Identified priority channels and pricing considerations
- Laid groundwork for effective market entry approach
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