Subject category:
Marketing
Published by:
Ivey Publishing
Version: 2017-11-16
Revision date: 13-Dec-2017
Length: 13 pages
Data source: Field research
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Abstract
Chai-Na-Ta (Asia) Ltd is the Hong Kong-based operating arm of Canada's Chai-Na-Ta Corporation, an integrated ginseng firm. The decision has been made to enter the mainland China market and the general manager must make decisions on the entry city, target market(s), product(s) focus, distribution and pricing. Although he has significant knowledge of the Hong Kong market, he is unsure of the degree to which this can be transferred to the mainland markets. The case pushes the student to develop a marketing strategy in a situation in which there is imperfect market information.
Simplified Chinese language
About
Abstract
Chai-Na-Ta (Asia) Ltd is the Hong Kong-based operating arm of Canada's Chai-Na-Ta Corporation, an integrated ginseng firm. The decision has been made to enter the mainland China market and the general manager must make decisions on the entry city, target market(s), product(s) focus, distribution and pricing. Although he has significant knowledge of the Hong Kong market, he is unsure of the degree to which this can be transferred to the mainland markets. The case pushes the student to develop a marketing strategy in a situation in which there is imperfect market information.