Internationalization of a Swiss Liqueur - Market Entry into China
The Chinese Food and Beverage market was examined for the entry of a Swiss liqueur.
Kayikci Mihriban & Christen Tatiana, 2020
Bachelor Thesis, Peppe International AG
Betreuende Dozierende: Michael Jeive
Keywords: Internationalization of a Swiss Liqueur
In this bachelor thesis, we analyzed a potential launch of a Swiss liqueur within the Chinese food and beverage market and aimed to explore the dynamics of this competitive environment.
With the help of secondary data, expert interviews, and the use of three supplementary models, we were able to provide our client with an overview of a potential market entry into China.
During the collection of data, we detected several operational differences which our client needs to adapt to when doing business in China: firstly, brand promotion must be highly elevated in order to persuade the customers effectively. Secondly, in order to find the right customer segment, the online as well as offline locations must be selected deliberately. Thirdly, there are several governmental regulations that need to be adhered when importing alcoholic beverages to the Middle Kingdom. Lastly, for all of these business blocks to function, the right partners that push everything forward need to be found. In conclusion, China is a fluctuating market with amazing opportunities for international brands. For a Swiss liqueur, it is recommended to carefully select the right time to enter the market and to plan a balanced budget. Furthermore, an additional comprehensive market analysis shortly before the entry should be conducted as there is an enormous amount of data related to a successful market entry for imported liqueur.
Studiengang: Business Administration International Management (Bachelor)
Fachbereich der Arbeit: Strategie, Marketing & Kommunikation