STRATEGIC MARKET RESEARCH OF CHINA'S DAIRY MARKET CASE STUDY: VOLOSHKOVE POLE

Abstract

This thesis provides a strategic market research of the Chinese dairy market for Voloshkove Pole Co. The company is aiming at international expansion in China. This study is based on an analysis of the Chinese business environment and dairy market as well as an examination of the buying behavior of Chinese customers regarding dairy products. The Chinese business environment is analyzed via an application of PEST analysis, which helps to gauge the business climate in terms of political, economic, socio-cultural and technological factors. The results of the PEST analysis can be used by the case company in order to identify potential opportunities and threats in the context of a market entry strategy. The Chinese dairy market is analyzed in the course of identification of dairy products that show potential for growth and increasing demand. The BCG model was applied to identify the dairy products that meet the case company’s requirements. A questionnaire was designed and conducted by the author in order to analyze and understand the buying behavior of Chinese customers regarding dairy products. It examines their preferences, habits and tastes, and as a result it provides relevant information for creating a user persona profile, segmentation and targeting as well as a marketing mix.