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
◦ Competition mission.
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.)

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

0 Marke
(Graze, 2022)

2 t
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
MACRO in Japan
ANALYSIS 1
Exploring internal business environment with
industry analysis to see the competitiveness
SECTOR of savory sector that Graze has to undergo
ANALYSIS 2

Evaluating Graze’s competitive advantage

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

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

Macro Market
01
effect effect

PESTLE Analysis

Analysis
P Political E Economical S Socio-cultural

• 91.78% of urbanization • ↓ country population:

• Minimal corruption (19 ) th
⇒ Favorable access to businesses aging society & shrinking birth
⇒ Allows business operating rate
without impediments and raised • Economic recession in 2020 Þ 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 Þ 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 : disadvantageous : neutral effect

01
effect effect

PESTLE Analysis
Macro Market Analysis
T Technological L Legal E Environmental
• Strict procedure of entering
• High Internet market & import requirement • Geographic
penetration: Þ Complexity at entrants (island country)
92.7% of population Þ Serious obstacles in building
• Establishment of Free Trade effective logistic network
• Developed e- Agreement between UK-JP
commerce: • Non-discriminatory legal system
+ B2C e-commerce market: • Tariffs: 4.5% • Natural disasters
$112 billion (tsunami, earthquake)
HS code: 190590314 Þ May disrupt supply chain
+ Number of online
Þ Equality & transparency for
Þshoppers:
Favorable to onlines
~100 million & business operation (European Union, 2019)
branding activities
sales (74.1% population) (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 disadvantages for firm operation.
02 Micro Market Analysis
Sector Overview: Japanese Savory Snack

16%
Key
& brand shares

players 3.8% 3.5%

Calbe Natori Sanko Seika
e

Domesti
c
Sector development Foreign
Kellogg’s Mondelez
(US) (US)
• Reached ¥1.3trillion in 1.7% 0.8%

2021
• Projections:

Prospect
⮚ 1% current value CAGR
⮚ 1.35trillion in 2026
Sustainable Most dynamic

s
packaging &
ingredients
category: Nut,
seeds, and trails
mix

(Euromonitor International, 2021)

02
Rivalry (4)

Five Forces Analysis

New Entrants (3) Buyer (4)

Supplier (3) Subtitute (5)

MODERATE (4)
MODERATE (3)

Threat of New Entrants Competitive Bargaining Power of Buyer

UPPER
• Existance of long-standing incumbents UPPER MODERATE
Rivalry • Price sensitivity
• High cost of entry (4) • Density of retail stores with
• Similarity of existing products dominance of key players
- Large occupation of • Influences of branding on customers
domestic key players
- Lack of differentiation
MODERATE (3)

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

Þ A competitive market with

(Euromonitor International, 2021) variety barriers and moderate-to-
(Business Source Complete, 2019) strong 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
Competitive
Advantage
Advantage:
Advanced
application of
Unilever customer
Support Activities

insight
Human Resources: + great account management, good understanding of business & commercial
requirement Sustainable

Ma
Competitive
+ professional team of product development specialist, chefs, nutritionist, and technologist

rgi
Advantage
Technology Development: + ownership of large database of global snack rating => ↑ agility & speedy

n
Direct
product development consumer
+ cloud to spin up servers, store data, and manage infrastructure in house 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 + Encouragement of snacks
and in-house + D2C, customers’
~200 fresh production + High innovative feedback/rating via Temporary
plant-based reputation of omnichannel, different channels
Activities

Competitive
Primarily

+ Sugar reduction
ingredients reliability, speed cross-selling Advantage

n
in snack (160 tons

rgi
sourced from and punctuality Tailor organization
of sugar removed) Sustainable

Ma
70 countries of delivery + snack
snack brand
around the + Balanced plans Marketing catalogue & target sales
world of manufacturing + Partnered network: at
with FedEx and free trial/ individual preferences Temporary
+ Sustainable USPS incentive Competitive
packaging to sign up + Royalty membership Advantage
friend
(£1/box/friend
recruited)
(Askew, 2019); (Mendis, 2021); (Nicolle, 2019); (Pendrous, 2016);
 04 Company-country fit
TOWS Matrix

•
•
Strengths

S1: Sophisticated utilization of technology

S2: Ability to develop direct relationship with
•
Weakness

W1: Can be substituted by variety of

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

SO Attacking Strategy WO Strengths for “Attacking Strategy"

Opportunities

• O1: Rising demand for packaged food

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

 Focus on development in niche segment of

• T2: Aging society & shrinking birth rate commensurate customer service (S3, “convenient healthy savory snack” (W1
S4 + T1) + T1, T3)
• T3: Domination of long-standing key players  Propose separate marketing strategy
 Market research and testing to plan
• T4: Difficulties in building efficient logistic targeting on senior customers (S1, S2 + T2)
proper business direction (W2 + T3, T4)
network  Differentiate with brand USP (S3 + T3)
 Partner with long-standing shipping  Select proper advertising channels to
agencies (S1, S4 + T4) better target different customer groups
(W3+T2, T3)
 04 Company-country fit
Recommendation

Customer profile
Market growth
in Japan
Market penetration:
Offering core products: Healthy snacks box
MARKET SEGMENTATION Customers with: (nuts, 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 convenience packages, seasoning
channels] reduced to adapt to Japanese preference and

T
• Gen Z (18-26): convenient packs & sharing bag / social media & e- habit.
commerce, convenient store.
• Millennials & gen X (27-60): subscriptions / social media & e-commerce, • Introducing new and exclusive
supermarket seasonal flavors
• Senior group (60-80): snack box & combo / social media, TV & groceries
stores

PRODUCT POSITIONING Diversification:

• Brand recognition: Brown & orange color
• Mid-end snack, high quality and nutritious
• Quality-based positioning
P • In products: launching brand-new
nutritious product line (e.g., whole-
grain barquillo, healthy fruit ice-cream,
etc.)
Balance resource allocation between
brand marketing and trade marketing • In customer experience: self-
customization and seasoning boxes at
flagship stores
Referenc
es





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].
Referenc
es



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:
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 Walton, C., 2020. Logistics Manager Analysis: Excellence in practice... Graze | Logistics Manager. [online] Logistics Manager. Available at:
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 World Bank, (2022). Japan | Data [online]. World Bank Open Data. Available at:: https://data.worldbank.org/country/JP [Accessed
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