Guidelines

for your Assessment

Market Analysis and Market Entry
The launch of Minh Chau Porcelain into the Canadian OR Spanish market.
You are required to carry out detailed and current research using the library databases, company
website and quality newspapers and magazines, and using relevant models and academic theory to
provide a structure and substantiation for your views, to make a justified recommendation as to the
feasibility of the launch.
Company website: https://suminhchau.vn/
Individual Assignment - Country and Company Analysis
(20% of total mark)

Size or length of assessment: 15 PowerPoint slides (cover and references are not included ) summarising your country and company analysis split:
◦ 1 cover slide
◦ 15 content slides
◦ 2 slides for references

Assessment model to structure your answer and to address the following:

◦ Macro market analysis – key, current and relevant PESTLE factors (Canada OR Spain) 30%
◦ Category (micro) market analysis (Pottery-Porcelain market in your chosen country) 30%
◦ Company competitive advantage relative to competitors using Porter’s (1985) Value Chain. Ensure you state clearly how the brand (Minh Chau
Porcelain) derives relative competitive advantage and to what extent this competitive advantage is transferable and sustainable. 30%
◦ The fit of the country’s market opportunity with the brand’s mission and capabilities and reflect on any challenges the company might face as a
result. 10%

Submission deadline: 23:59 on 1st November 2023

Final Report - Market Entry Booklet
(50% of total mark)

Size or length of assessment: 2500 words (+/- 10% to be accepted)

Module learning outcomes assessed by this task:

o The purpose of this assignment is to enable you to develop and then demonstrate your awareness and understanding of global marketing by using the
analysis you undertook for Component A and any additional research as appropriate to support a justification for a market launch strategy.
o Building on your analysis of a company and market carried out as assessment component A, (Minh Chau Porcelain in Canada or Spanish) you are asked
to take on the role of a consultant and produce an attractive and persuasive market entry booklet with up to a maximum of 2500 words. You are
encouraged to include diagrams and images (please check the copyright). The booklet should advise the organization on how to enter the market
successfully and justify the recommended approach.

Your booklet must include

o A justification of how you have segmented the market, which segment/segments you are targeting, who your target audience is and how the brand is
positioned versus the competition (30%)
o Your recommended entry mode and distribution channel/channels to the target consumer. (30%)
o Your promotional strategy i.e. how you will advertise or promote your product to your target audience (30%)
o The remaining 10% will be awarded for overall creativeness, presentation, structure, spelling and grammar
o References (not included in the word count).

Submission deadline: 23:59 on 25th November 2023

Assessment skills: For your assessment you will need to

◦ Research and analyse the market potential of oUsing the case study, analyse the Seed and
the Japanese confectionery market Bean brand strengths and weaknesses and to
◦ Look at Macro Factors – PESTLE consider how it derives competitive
◦ And more micro market factors advantage:
◦ Trends in the market o Consider the company size, value, resources and
mission.
◦ Competition
o Use Porter’s value chain
◦ Consumer Behaviour
o Relative competitive advantage
◦ Purchase occasions
o The fit of the brand with the markets that
◦ Place – where purchased company has entered
◦ Advertising opportunities
Credible Research
oA report which is not backed up with credible (trustworthy and
reliable) research will not achieve a good mark.
oThis is done by briefly referring to (citing) the sources of information
in the text of your work, and by producing a corresponding,
alphabetical list of references at the end of your work.
oReliance on one source:
o  the reader does not get a balanced view
o  report lacks criticality
o As such, make sure you have a range of different sources

o Make sure you use Harvard Style Referencing

oAvoiding plagiarism:

oUp to date (1993……….?)

oWhat do we mean by unacceptable sources?
o Not always true; out of date; unreliable (who were they written for / hidden agendas etc.)

o Examples of unacceptable sources:

o Take care when using the internet – lots of information but can its content be
trusted? Particular problems =
a) Popular and collective websites (ask.com, about.com, WebMD.com,
etc.):
Provide articles /information collected from other sources that may
not be reliable. Sources of data not often cited
b) Wikipedia:
An online open-source encyclopaedia  can be edited by anyone.
Information on the site is audited by a Wikipedia editor, the
information found there may or may not be correct or current.
c) Source material based solely on opinion:
Material that conveys opinions and beliefs may have some validity
but reliable sources that back up the opinion or belief with
trustworthy information should also be sought.
oExamples of sources that we do not like that students
sometimes use.
o Wikipedia
o Business Balls
o Tutor2U
o Student essays
SAMPLE SLIDES

GRAZE launching in Japan

01 Company

REPORT OVERVIEW
Graze
REPORT OVERVIEW
• UK-based healthy snack company
• Penetrating product line: Healthy savoury snack (nut,
seeds, smoked veggie)
(Graze, 2022)

02 Market
Japan
• Highly developed free-market economy
• The world’s 3rd largest GDP
• 4th largest Purchasing power parity (PPP)
• Register 78 scores in ‘Ease of doing business’
(Worldbank, 2022)
Research Structure
Exploring external environment and its potential
effects on Graze’s business operation in Japan
MACRO
ANALYSIS 1
Exploring internal business environment with industry
analysis to see the competitiveness of savory sector
SECTOR that Graze has to undergo
ANALYSIS 2

Evaluating Graze’s competitive advantage through

RELATIVE analyzing organizational value chain
COMPETITVE 3
ADVANTAGE
Examining Graze’s fitness of launching product in Japan
COMPANY-MARKET FIT with SWOT and proposing valuable recommendations
4

Comrie and Hunt-Fraisse (2015) adaptation of the Walvoord (1980) Potential Market Assessment model
: advantageous effect : disadvantageous effect : neutral effect

01 PESTLE Analysis
Macro Market Analysis
P Political E Economical S Socio-cultural

• 91.78% of urbanization • ↓ country population:

• Minimal corruption (19th) ⇒ Favorable access to businesses aging society & shrinking birth
⇒ Allows business operating rate
without impediments and raised • Economic recession in 2020  Research & marketing efforts
cost and ↓5.3% in GDP on senior customer segment
⇒ ↓ in consumer spending required

• Strong Political stability • ↑2.1%YoY (F&B non-alcoholic) • ↑ focus on high-quality of foods

⇒ Promote smooth functioning expenditure/capita • ↑ Concern of dietary habit
with peaceful transitions of ⇒ ↑ in purchasing power for F&B • Faster pace of life
power businesses  Rising demand for convenience &
acessibility of packaged & healthy
(Manabe et al., 2021) food
(O’Neill, 2021); CEIC Data (2021)
(Schoppa, 2021)
(European Union, 2019)

Overall, most of Japanese political, economical and socio-cultural environments

are favorable to the launching and business operation of Graze
: advantageous effect : disadvantageous effect : neutral effect

01 PESTLE Analysis Macro Market Analysis

T Technological L Legal E Environmental

• Strict procedure of entering

• High Internet penetration: market & import requirement • Geographic
92.7% of population  Complexity at entrants (island country)
 Serious obstacles in building
• Developed e-commerce: • Establishment of Free Trade effective logistic network
+ B2C e-commerce market: Agreement between UK-JP
$112 billion • Non-discriminatory legal system
+ Number of online shoppers: • Tariffs: 4.5% • Natural disasters
~100 million (tsunami, earthquake)
HS code: 190590314
(74.1% population)  May disrupt supply chain
 Equality & transparency for business
 Favorable to onlines branding
operation (European Union, 2019)
activities & sales
(European Union, 2019)
(Government of Canada, 2022)

Technological background is beneficial to Graze, legal environment is also advantageous, except for entrant procedure.
Environmental factors create disadvantagesfor firm operation.
02 Micro Market Analysis
Sector Overview: Japanese Savory Snack
Key players& brand shares

16% 3.8% 3.5%

Calbee Natori Sanko Seika

Domestic

Sector development Foreign

Kellogg’s (US) Mondelez (US)
1.7% 0.8%
• Reached ¥1.3trillion in 2021
• Projections:
⮚ 1% current value CAGR
⮚ 1.35trillion in 2026
Prospects
Sustainable packaging Most dynamic
& ingredients category: Nut, seeds,
and trails mix

(Euromonitor International, 2021)

02 Five Forces Analysis

New Entrants (3)

Rivalry (4)

Buyer (4)

Supplier (3) Subtitute (5)

Threat of New Entrants Bargaining Power of Buyer

MODERATE (4)
MODERATE (3)

Competitive Rivalry
• UPPER MODERATE (4) •

UPPER
Existance of long-standing incumbents Price sensitivity
• High cost of entry • Density of retail stores with dominance of
• Similarity of existing products key players
- Large occupation of domestic • Influences of branding on customers
key players
- Lack of differentiation
Bargaining Power of Supplier Threat of Substitution
MODERATE (3)

STRONG (5)
- High operating & exit cost
• Reliance of suppliers of pesishable ingredients - Low switching cost between • Availability and diversification of other
• Relationship with comodity traders snack food, beverage and confectionery
brands
• Dependence on appropriate-quality materials • Low switching cost between substitution

 A competitive market with variety

(Euromonitor International, 2021) barriers and moderate-to-strong
(Business Source Complete, 2019) powers and threats
(European Union, 2019)
Graze Competitive
03 Advantage
Porter’s Value Chain & VRIO

Firm Infrastructure: Report evaluation of £150M, joint the rank of popular brands owned by Unilever
Competitive
Advantage
Advantage:
Advanced
application of
customer
insight
Support Activities

Human Resources: + great account management, good understanding of business & commercial requirement
+ professional team of product development specialist, chefs, nutritionist, and technologist Sustainable
Competitive Advantage

Technology Development: + ownership of large database of global snack rating => ↑ agility & speedy product development Direct
+ cloud to spin up servers, store data, and manage infrastructure in house consumer
relationship

Procurement: Development of daily EPOS extrapolators populated from key customer portals Sustainable
Competitive Advantage

Inbound Operations Outbound Marketing Service Preference-

Logistics Logistics & Sales customized
+ Unique recipe and + Encouragement of snacks
in-house production + D2C, innovative customers’ feedback/rating via
Primarily Activities

~200 fresh plant- + High reputation of omnichannel, cross- different channels Temporary
+ Sugar reduction in
based ingredients reliability, speed and selling Competitive Advantage
snack (160 tons of
sourced from 70 punctuality of Tailor organization snack
sugar removed)
countries around delivery + Marketing catalogue & target sales at
Sustainable
the world + Balanced plans of network: individual preferences
snack brand
manufacturing + Partnered with free trial/
FedEx and USPS incentive to + Royalty membership
+ Sustainable sign up Temporary
packaging friend Competitive Advantage
(£1/box/friend
recruited)

(Askew, 2019); (Mendis, 2021); (Nicolle, 2019); (Pendrous, 2016); (Walton, 2020)
04 Company-country fit
TOWS Matrix

•
•
Strengths

S1: Sophisticated utilization of technology

S2: Ability to develop direct relationship with customers
Weakness

• W1: Can be substituted by variety of products

• S3: Healthy & nutritious ingredients, 100%
• W2: Lacking experience of operating in any Asia
market
environmental-friendly packaging
• S4: Innovative omnichannel
• W3: Limited advertisement

inJapan

• O1: Rising demand for packaged food SO Attacking Strategy WO Strengths for “Attacking Strategy"
Opportunities

• O2: Growing concern about sustainable packaging  Research on customer insight to tailor best-fit offerings (S1,  Develop core products focusing on simultaneously
S2 + O1,O3) customers’ concerns relating to healthiness,
• O3: Emphasis on nutrition and dietary habits
 Exploit e-commerce to strengthen omnichannel in Japan sustainability & sustainability (W1 + O1, O2, O3)
• O4: Developed e-commerce with high Internet (S4 + O4)  Promote advertising adapting Japanese culture on the
penetration
 Invest in branding & promoting USP (S3 + O2,O3) Internet & social media (W2, W3 + O4)

ST Defensive Strategy WT Strengths for “Defensive Strategy"

• T1: Consumers are more price sensitive  Offer high-quality products and commensurate
Threats

 Focus on development in niche segment of

• T2: Aging society & shrinking birth rate customer service (S3, S4 + T1) “convenient healthy savory snack” (W1 + T1,
 Propose separate marketing strategy targeting on T3)
• T3: Domination of long-standing key players
senior customers (S1, S2 + T2)
 Market research and testing to plan proper
• T4: Difficulties in building efficient logistic network  Differentiate with brand USP (S3 + T3) business direction (W2 + T3, T4)
 Partner with long-standing shipping agencies (S1, S4 +
T4)  Select proper advertising channels to better
target different customer groups (W3+T2, T3)
04 Company-country fit
Recommendation
Market growth in
Customer profile Japan
Market penetration:
Offering core products: Healthy snacks box (nuts,
MARKET SEGMENTATION Customers with: seeds and trail mix)
•
•
snacking habits, living in urban areas
paying attention to health & nutritious
S Suggested strategies:
• busy schedule & seek for convenient food Market development:
• Offer packages with smaller servings,
MARKET TARGETING [Customer group: product offered / marketing channels] convenience packages, seasoning reduced
• Gen Z (18-26): convenient packs & sharing bag / social media & e-commerce, to adapt to Japanese preference and habit.
convenient store.
• Millennials & gen X (27-60): subscriptions / social media & e-commerce,
supermarket
T • Introducing new and exclusive seasonal
flavors
• Senior group (60-80): snack box & combo / social media, TV & groceries stores

Diversification:
PRODUCT POSITIONING
• Brand recognition: Brown & orange color • In products: launching brand-new nutritious
•
•
Mid-end snack, high quality and nutritious
Quality-based positioning
P product line (e.g., whole-grain barquillo,
healthy fruit ice-cream, etc.)
• In customer experience: self-customization
Balance resource allocation between and seasoning boxes at flagship stores
brand marketing and trade marketing
References

 Askew, K., 2019. 'Failing fast is not enough, it's about fixing fast': Graze's tech approach speeds innovation. [online] foodnavigator.com. Available at:
<https://www.foodnavigator.com/Article/2019/03/22/Healthy-snacking-brand-Graze-uses-data-to-speed-innovation> [Accessed 27 March 2022].
 Business Source Complete, 2019. Savory snacks in Japan 2018. Savory snacks in Japan. Business Source Complete.
 Calbee, 2021. Response to health conscious and diversifying lifestyles ｜ Sustainability｜ Calbee. [online] Calbee.co.jp. Available at:
<https://www.calbee.co.jp/sustainability/en/lifestyle/> [Accessed 27 March 2022].
 Cateora, P., Money, R., Gilly, M. & Graham, J. (1997) International marketing. 2nd edition.
 Discovery Reports, (2016). Leading Japanese savoury snack producer Calbee satisfies growing appetite for snack foods [online]. South China
Morning Post. Available at:: https://www.scmp.com/presented/business/topics/japan-country-report/article/1935257/leading-japanese-savoury-snack
[Accessed 27 March 2022].
 Euromonitor International, 2021. Savoury Snacks in Japan. Passport. Euromonitor International.
 European Union, 2019. The Food and Beverage Market Entry Handbook: Japan: a Practical Guide to the Market in Japan for European Agri-food Products.
Japan – Market Entry handbook. Euromonitor.
 Graze, (2022). graze | about us | [online]. graze. Available at:: https://www.graze.com/uk/about/ [Accessed 27 March 2022].
 Jaslow, R., (2012). Pringles bought by Kellogg for $2.7 billion: Are the chips healthy? [online]. CBS News - Breaking news, 24/7 live streaming news & top
stories. Available at:: https://www.cbsnews.com/news/pringles-bought-by-kellogg-for-27-billion-are-the-chips-healthy/ [Accessed 27 March 2022].
 Lu, C., 2014. Kelloggs Supply Chain Process - From Factory to Supermarket Shelves. [online] Tradegecko.com. Available at:
<https://www.tradegecko.com/blog/supply-chain-management/supply-chain-management-factory-supermarket-shelves-kelloggs> [Accessed 27 March 2022].
 Manabe, K., 2022. The Anti-Bribery and Anti-Corruption Review - The Law Reviews. [online] Thelawreviews.co.uk. Available at:
<https://thelawreviews.co.uk/title/the-anti-bribery-and-anti-corruption-review/japan.> [Accessed 27 March 2022].
References
 Mendis, R., 2021. Delivering a better commercial performance for Graze. [online] Whistl. Available at: <https://www.whistl.co.uk/case-
studies/better-overall-commercial-performance-graze> [Accessed 27 March 2022].
 Neutraceuticals World, (2018). Ajinomoto and Kellogg Create R&D Alliance [online]. Nutraceuticals World. Available
at: https://www.nutraceuticalsworld.com/contents/view_breaking-news/2010-07-12/ajinomoto-and-kellogg-create-r-amp-d-alliance/
[Accessed 27 March 2022].
 Nicolle, E., 2019. Unilever swallows healthy food startup Graze. [online] CityAM. Available at: <https://www.cityam.com/unilever-swallows-
healthy-food-startup-graze> [Accessed 27 March 2022].
 Pendrous, R., 2016. Graze has global expansion snack plans. [online] foodmanufacture.co.uk. Available at:
<https://www.foodmanufacture.co.uk/Article/2016/03/21/Graze-to-start-selling-in-US-stores-this-summer> [Accessed 27 March 2022].
 Porter, M. (2008) The Five Competitive Forces That Shape Strategy. Harvard Business Review. 86 (1).
 Schoppa, L., 2021. Japan Is Entering a Period of Political Instability. Debating Japan, 4(5).
 Statista. 2022. Japan GDP 1986-2026 | Statista. [online] Available at: <https://www.statista.com/statistics/263578/gross-domestic-product-
gdp-of-japan> [Accessed 27 March 2022].
 Tradingeconomics.com. 2022. Japan Consumer Price Index (CPI) - February 2022 Data - 1957-2021 Historical. [online] Available at:
<https://tradingeconomics.com/japan/consumer-price-index-cpi> [Accessed 27 March 2022].
 Walton, C., 2020. Logistics Manager Analysis: Excellence in practice... Graze | Logistics Manager. [online] Logistics Manager. Available at:
<https://www.logisticsmanager.com/logistics-manager-analysis-excellence-in-practice-graze/> [Accessed 27 March 2022].
 World Bank, (2022). Japan | Data [online]. World Bank Open Data. Available at:: https://data.worldbank.org/country/JP [Accessed
27 March 2022].