China Market Entry Strategy: A Case Study of Happy Pops' Expansion
VerifiedAdded on 2023/05/30
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Case Study
AI Summary
This case study examines Happy Pops' potential entry into the Chinese market, focusing on the company's background, target market, and available entry modes. Happy Pops, launched in 2016, specializes in natural ice pops with real fruit and organic cane sugar, offering a healthier alternative to traditional ice cream. The company aims to expand internationally, specifically targeting Shanghai, China. The analysis considers factors such as political stability, ease of doing business, currency risk, and trade relationships to assess the viability of the market entry. The target customers are identified as young people and children aged 11 to 35, belonging to middle to upper-class income groups. The study also explores various market entry modes, including exporting, franchising, joint ventures, and mergers and acquisitions, evaluating their suitability for Happy Pops. Ultimately, the case study provides insights into the challenges and opportunities associated with entering the competitive Chinese ice cream market, valued at USD 10.5 billion in 2017, and offers recommendations for Happy Pops' strategic approach. Desklib provides access to similar case studies and solved assignments for students.
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