Entering the Agriculture Equipment Market in China
Challenge: Blue Canyon’s client wanted a plan for successful entry into China’s agricultural and construction equipment markets.
Assessment: Blue Canyon studied various China markets, particularly the segments of these markets focused on quality and durability of equipment, relative to price. Our investigation included product segments, competitors’ service requirements, channels to market, and important drivers of customer decisions.
Strategic Solution: The assessment demonstrated that within certain segments, purchasing decisions are quality-driven. Attractive potential markets included construction companies that valued equipment performance over shortening the time-to-completion of projects and farmers who were in the process of consolidating plots of land using mechanization. Blue Canyon delivered an implementation plan that detailed which segments to focus on, potential distributors for each province, and an analysis of competitor brand images.
Results: The client successfully entered the China market and has seen impressive growth in sales of its products.