.: ASIAGLOBAL, LLC - Case Studies :.

US Consumer Products Company

Situation

An established consumer products company in the US decided to expand into the Asia-Pacific region. The initial strategy was to begin with a joint venture in China, then expand sales to other markets in the region. The company hired a seasoned international sales and marketing executive from the European operations of an unrelated consumer products company. After two years and nearly $2 million in losses, the company had no joint venture in China and very little sales elsewhere in the region.

Action

AsiaGlobal principals made a quick assessment of the company’s products and determined that several markets in the region had indigenous products that would make good partner products. Within the first six months, operations in the region were profitable and sales began a sustained period of rapid growth. The next step was to recruit savvy local partners in Taiwan, Japan, Korea, and Thailand to pursue market entry and product launch with redesigned products suited to local tastes.

Results

Within two years, AsiaGlobal negotiated a joint venture in China that would enable access for the company to the China market. AsiaGlobal had created profitable sales in the region and the company has since developed a core management team of Americans to handle sales and marketing in the region.

Product Acceptance Levels soared to nearly 50%

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