The Challenge
A leading Government trade body required a 3-month programme of work to prepare and support companies who were making steps to enter the South Korean market, or those who were already trading and wanted to accelerate sales.
The ask was to determine the trade requirements and perceptions of the country of origin and organisation’s products, in order to tailor their market entry plans and value proposition effectively for the target market.
The Thinking
Products included cheese, collagen, health supplements, fruit, beef and seafood. We held one to one interviews with the 10 participating organisations to determine their current state of play and potential barriers to entry. This set the scene for us to prepare the criteria for in country market research with trade bodies and market experts, along with consumer surveys capturing feedback from 200 South Korean nationals. The programme contained multiple webinars that were tailored to topics that were common across the participating organisations’ needs, addressed global and South Korean food and drink trends and the trading regulatory requirements to consider.
