Assessing the Chinese Palate: American Securities Capital (A)

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Case

Reference no. M317A

Subject category: Marketing

Authors: Wesley Hartmann (Stanford Graduate School of Business, Stanford University); Arar Han (Stanford Graduate School of Business, Stanford University)

Published by: Stanford Business School

Originally published in: 2008

Version: 30 November 2008

Length: 7 pages

Data source: Field research

Topics: Market research; Quantitative analysis; Consumer marketing; Consumer markets; Market segmentation; Emerging markets; Globalization; International business; Private equity

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Abstract

American Securities Capital (AS), a private equity firm based in New York City, seeks to research and analyze the Chinese foodservice market, to assess opportunities for AS portfolio restaurant chains and identify additional restaurant related opportunities. Tasked with this project is a newly hired director (post-MBA, ex-consultant) in AS''s Shanghai office. A market survey has now been conducted. What are the appropriate takeaways? How can AS segment the market, and what does each segment want from a Western dining experience?

Location:

Shanghai, China

Industry:

Restaurant, chain food service, retail private equity