Business case
China ranks at the top globally in terms of premium seafood consumption. In the context of lowering Chinese customs barriers, our client, an Oceanian seafood company, sought support in determining the best ways for them to enter the Chinese high-end market.
Thanks to our work, our client could solve both its marketing and business model issues. We were able to map their target markets (clients, price, brand positioning, commercial channels) and define and model the target business model to be implemented (capex, logistics, mark-up at each step of the value chain, seasonality considerations). Ultimately, the company even identified complementary business lines to invest in to reach critical mass in China.
Our work was structured into five modules: (i) review of Chinese consumption habits for premium seafood products; (ii) mapping of potential business models in China including logistics schemes, distribution channels by client segment, price positioning and mark-up invoiced for each step of the value chain; (iii) brand strategy considerations – attributes for a premium seafood company in China, establishing the brand, etc.; (iv) introduction to potential Chinese business partners; and (v) translating the business model into a financial business case.