| Author | Zhang, Yuehua |
| Call Number | AIT RSPR no.SM-97-41 |
| Subject(s) | Meat--China--Tianjin--Marketing
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| Note | A research study submitted in partial fulfillment of the requirement for the Degree of Master of Business Management. |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-97-41 |
| Abstract | Under the central planning system in the past in China, the local meat industry has paid more attention to mandated production quantity than market needs. However, under reform, market orientation is becoming the key to success in any industry. The market for meat products is rapidly evolving as the segments of consumers who demand better quality increases. Competition has entered the Chinese market, with foreign investment in the meat industry (i.e. Thailand of C.P.), and the growing imports from higher quality suppliers such as USA and Australia. The domestic meat industry mist adapt to changing consumer demand and increasing foreign competition, otherwise it will suffer declining market share. Aiming to identify opportunities and area where China's domestic industry can best upgrade, this research analyzes present meat consumption patterns and trends in China. Issues such as use of different meat, frequency of purchase, and the role in the diet are examined. A consumer survey in Tianjin, northern China, was taken to identify key consumer attitudes towards meat products from various source, domestic and foreign. Although specific tasks vary in different regions of China, this will be representative of how urban consumers in China will view issues such as quality and country-of-origin. This survey is used to identify important consumer segments for meat consumption. A number of in-depth interviews have been conducted with Tianjin wholesalers and retailers. These respondents can help identify how well varies producers and suppliers, domestic and foreign, can match consumers' wants in key consumer segments. Through this analysis, the prospects for domestic producers in China's market for meat products can be assessed. Target segments can be chosen which produced the best opportunities of marketing foreign vs. local meat products in China as domestic products upgrade their operations and product quality. The research will be useful in pointing out to local government and local producers how to take market considerations into account as they plan their production. This is necessary if China is to . truly develop market socialism, and it is critical if Chinese producers are to compete effectively against imports and foreign investors. Such research can alert the local meat industry to coming opportunities and threats. Recommendations have been designed to help the domestic meat products industry improve its competitive edge. |
| Year | 1997 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-97-41 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Speece, Mark; |
| Examination Committee(s) | Tang, John;Johri, Lalit M.; |
| Scholarship Donor(s) | AIT Partial Scholarship; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1997 |