Strategic Market Entry Plan: UK UHT Milk in China for Children

This report provides a comprehensive analysis of market internationalization, specifically focusing on the potential for a UK UHT milk production enterprise to enter the Chinese market. The report begins with an executive summary and table of contents, followed by an introduction that defines UHT milk and its production in the UK, including production capacity and demand. It examines the UK's UHT milk supply, the demand and supply dynamics in China, and the business driving forces behind market entry. The report delves into the UK-China trade relationship, political temperatures, trading barriers, and UK's advantages. A PESTEL analysis is conducted to assess political, economic, social, technological, environmental, and legal factors. Social and ethical considerations, along with cultural preferences, are also addressed. The report explores expansion strategies, including direct exporting, franchising, licensing, and partnerships, ultimately recommending the most suitable approach. The conclusion summarizes the key findings and recommendations, supported by a list of references.

Market Internationalization1
by Student’s name
Course code + name
Professor’s name
University name
City, State
Date of submission

Market Internationalization2
Executive summary
Many companies are seeking new markets for their products and services. This is because
somehow there is already market saturation in their local markets. The saturation which is often
brought about by having reached many of their consumers leaves the company with very little
room for expansion and growth. The limited growth and expansion may lead a company to
redundancy and eventually lead to the market exit. Many companies opt to venture into new
markets preferably in the foreign markets. This strategy helps them to wade redundancy,
overcome local competition and to open up virgin markets abroad.
Seeking new markets however is not an easy ride, it presents challenges with it that often
discourage the efforts of these companies. Ranging from heavy capital investments to entry
strategies into foreign markets, these challenges often make it very difficult to realize the market
entry dreams of companies especially if the scale is still small. This report, therefore, seeks to
analyze the requirements of a new market entry plan for a UK UHT milk production enterprise
and seeks to introduce this product into an emerging identified Chinese market. The target group
in this venture are young children aged 3-11 years who have their taste and preferences as far as
UHT milk is concerned.

Market Internationalization3
Table of Contents
Executive summary.......................................................................................................................2
Introduction....................................................................................................................................4
What is UHT Milk?.......................................................................................................................5
UHT Milk Production in UK........................................................................................................6
Production capacity and demand.............................................................................................6
UHT Milk Supply in UK...........................................................................................................7
Chinese UHT Milk Demand and supply..................................................................................7
The business driving forces...........................................................................................................8
UK-China Trade relationship...................................................................................................8
Political Temperatures............................................................................................................10
Trading barriers.......................................................................................................................10
UK’s Absolute advantage over China........................................................................................11
PESTEL analysis of the UHT milk venture..............................................................................11
Political factors.........................................................................................................................11
Economic factors......................................................................................................................12
Social factors.............................................................................................................................12
Technological factors...............................................................................................................12
Environmental factors.............................................................................................................13
Legal factors.............................................................................................................................13
Social and Ethical issues to consider by UK UHT milk venture.............................................13
Cultural preferences to be considered by the business............................................................14
Expansion strategies into China.................................................................................................15
Direct Exporting.......................................................................................................................15
Franchising...............................................................................................................................15
Licensing...................................................................................................................................16
Which way for expansion? - Partnership..............................................................................16
Conclusion....................................................................................................................................16
References.....................................................................................................................................17

Market Internationalization4
UK UHT Milk Market Globalization
Introduction
Milk production has taken a new twist in both local, regional and international markets.
Many companies are mastering the art of making milk preserve its original quality and ensuring
that no value is lost so that the consumer can get the most out of this important product available
in most supermarket stores. Companies struggle with the way of ensuring that the right
nutritional contents of any milk they produce for marketing are retained and that the product can
stay for quite a long time without losing its value, any loss of value to the product could be
detrimental to the future of that particular organization.
In order to ensure quality and value retention, therefore, milk companies employ different
strategies. These strategies may call for the use of most advanced technological approaches that
would produce the desired results. However, the approaches used by most companies which in
essence vary, all aim towards providing that very best quality for customer satisfaction.
Companies, therefore, classify their production of milk into two broad categories; the long shelf
life milk and the short shelf life milk. The short shelf milk is often referred to as fresh milk due
to their short storage capability under normal room temperature and pressure thus would require
refrigeration or any other means of ensuring that the milk retains both its chemical and physical
characteristics. This type of milk has a very short lifespan and hence would go bad when not put
in the rightful conditions. The long shelf life milk is often associated with the aspect of staying
longer retaining its rightful milk properties for a much longer time under normal room
temperature and pressure (Hettinga, 2017).

Market Internationalization5
What is UHT Milk?
Hettinga (2017) further identifies the difference between the short shelf life milk and that
which is long shelf life. He points out that the main difference lies in the temperature used during
processing. For fresh milk otherwise referred to as short shelf life milk, lower temperatures of
say 72 Degrees Celsius is used during the pasteurization process. This temperature only kills the
pathogenic bacteria present in the milk making it safer for consumption by humans but does not
destroy the bacteria that is responsible for spoiling the milk hence requiring refrigeration to keep
it fresh. For long shelf life milk, there is the usage of very high temperatures in a controlled
pressure during the pasteurization. The temperatures used during this process can range from
1300C-1500C for a short duration of time. This process is timed so as to discourage the milk from
changing physical and chemical compositions which may interfere with the smell, color, and
other important milk properties.
UHT milk, therefore, is a form of long shelf life milk that has undergone treatment under
high temperatures and pressure to eliminate both pathogenic bacteria and those that are
responsible for milk's going bad. The product, therefore, borrows its name from the
pasteurization process using ultra-high temperatures for the treatment process. This milk will
stay longer when stored under standard room temperature and pressure and will not easily go bad
since there are no bacteria that cause spoilage present in the milk batch. As earlier mentioned,
most milk producing companies have mastered the skills of milk production which would ensure
long shelf life and also escape the risk of losses due to milk spoilage. UHT is one particular
technique that many companies use since the UHT milk does not really require cool storage and
transportation when sent to the market or while the company’s production unit.

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UHT milk has advantages over other types of milk such as raw milk and short shelf life
milk. Apart from the complete destruction of bacteria that cause milk spoilage, ultra-high
temperature treatment also induces flavor on the taste of the milk that is desired by many. It also
does not interfere with any composition of the milk especially the chemical, physical and
nutritional composition. The fats, proteins, lactose and any other mineral found in milk are
retained in their rightful ratios. Shepard (2010) identifies that UHT is the future of milk
production due to the advantages that it has which outweighs those of other types of milk
sterilization. He points out that UHT milk stays longer which can ease its transportation to other
international locations, can be sold both in the local and international markets, a form of capital
preservation due to the elimination of the need for preservation and also reduces losses due to
spoilage. Also to note, UHT milk is quite cheaper as compared to fresh milk and also cheaper
during transportation to global markets since it does not require cool stores and/or any other form
of refrigeration.
UHT Milk Production in the UK
Production capacity and demand
UHT milk production in the UK has been on the rise even though it is yet to balance the
consumption requirements (demand). The demand for milk in the UK is annually averaged at
240 Million Liters yet the economy is only able to produce half of this annually (Oakes, 2016).
This does not really mean that United Kingdom has no production capacity to balance off this
production deficit but rather wakeup calls according to Oakes (2016) that the UK needs to
determine ways of filling this deficit so as to be able to compare competitively with other
international productions. Currently, the UK imports close to 130 Million liters annually to offset
the demand deficit.

Market Internationalization7
UHT Milk Supply in the UK
Apart from the local production which stands at 120 Million liters as earlier identified,
and which does not completely satisfy the demand for milk within the UK, there is active
importation of milk from different economies. The demand for milk is currently twice the
production capacity hence the need for milk importation. According to the 2015 data on imports
of UHT milk as identified by NFU online (2016), the UK imported 50 Million Liters of milk
from Belgium which is the highest ranked supply to the UK followed by the Netherlands at 31
Million Liters, Germany at 17 Million Liters, and Denmark at 11 Million Liters. All these sum
up to 130 Million Liters of milk imported internationally to offset the production deficit.
According to the Agriculture and Horticulture Dairy Board (AHDB) report of 2019, local milk
production in 2019 has seen a 4.6% increment as compared to the 2018 production (AHDB,
2019).
Chinese UHT Milk Demand and supply
Gooch, Hoskin, and Law (2017) point out critically at the increasing demand for milk in
the Chinese market due to the ever rapidly increasing population in China. The high population
outscores the milk production in China and there is a need to increase the productivity of milk
within and without Chinese borders. The high demand also opens the Chinese borders and the
need for imports from other milk-producing giants. The growing population in China has
weighed heavily on the demand and supply forces in the land and has landed the need for more
supplies from other countries. This has opened the Chinese borders to countries such as New
Zealand, Australia, Europe and the United States of America just to mention a few. According to
Gooch, Hoskin, and Law (2017) report, the government of China projected a 50% increment in
the imports of UHT milk between 2016 and 2026. This increase in importation is meant to

Market Internationalization8
service the growing demand which is also projected to grow by 27.1% over the same period.
Local production on the other hand considering the same period of time is at 19%. The local
production weighed against the rate of consumption in the period between 2016-2026 is
economically unfeasible to offset the ever-growing demand hence the need to open up borders
for imports (Fuller et al., 2004).
AHDB (2014) points out that Chinese UHT milk consumption increased from 8 Million
tones to 150Million tones in 2010 and still projects that the Chinese UHT milk consumption to
hit 590 Million tones come 2020. This projection creates a demand for the Chinese market whose
population is at a surge annually. Importation of this important commodity in the Chinese market
is expected to rapidly increase in order to balance the increasing demand. AHDB (2014) further
notes that the demand force in China for imports is increasing as a result of readily market
available and the will by China to pay more for the imported goods.
The business driving forces
The Chinese market has seen a lot of revolution in the business context making the
market very attractive for both local and international goods. Policies have been streamlined to
accommodate various business ventures and have created a harmonious atmosphere for the
trading initiative. The political, social, and economic temperatures all work around making the
market as vibrant as possible in order to bring the demand and supply forces of the market at
equilibrium. Therefore, the entry of UK's UHT milk production in China is highly supported and
motivated by a number of factors;

Market Internationalization9
UK-China Trade relationship
In the trading arena, China and the United Kingdom have established a lasting trade
relationship where all parties have a particular area of interest. Both have markets available for
their goods across their borders. Comparatively, the UK has China as its fifth largest trading
partner in all spheres. Hussain and Li (2018) point out that in the global trading index, China and
UK have established a mutual trade relationship where all the economies stand a chance of
benefiting by reviewing their market policies and working around eliminating barriers to trade
between the two economies. According to Reality Check Team (2018), China is classified as the
fifth largest UK trading partner and the second largest non-EU trading partner after the United
States. United Kingdom’s exports to China hit 16.8 Billion Pounds in 2016 whereas the imports
from China was at a whopping 42.3 Billion Pounds the same year.
Figure 1: UK’s Top Trading Partners: Source: BBC News

Market Internationalization10
The existing trade relationship between China and the UK creates a better opportunity for
the establishment and entry of UK UHT milk venture into the Chinese market. The British
exports to China have seen an increment by 64% since the year 2010 (Reality Check Team,
2018).
Political Temperatures
As described above, the UK and China relationships have seen improvement due to the
quelling of political temperatures between the two nations. As a result of diplomatic relations,
China and UK agreed to open up borders for trade on a number of products a move which also
saw China lift a ban on importation of beef products from the UK. In 2018 for instance, UK's
International Trade Secretary through diplomatic relations with China secured a mega dairy deal
which would see the UK export dairy products to China. This deal saw the UK get a 240 Million
Pounds market for dairy products in China (Chomiak, 2018). The quelling of political
temperatures between China and the UK is a golden opportunity for investing in UHT milk
venture in China and ensuring maximization of production for the complete market satisfaction.
This is one big driving factor.
Trading barriers
Trading barriers such as quotas, tariffs, customs duties, subsidy, embargo among others
are trade limiters which in essence deny the consumer the right to choose from a variety of goods
preferred for their own consumption. These barriers close the borders or to some extent make it
difficult for foreign goods to enter a ripe market for its goods (Radcliffe, 2018). For some time,
China and the UK had diplomatic issues which brought with it limitations to trade. The
diplomatic solutions to the issues that weighed heavy between the two economies acted as a

Market Internationalization11
limelight to a new dawn in trade between the two nations which has seen borders open and trader
limiters such as the barriers broken enabling a trade to be much efficient. AHDB (2015) points
out that China agreed to reduce customs duty that was charged on consumer goods exported to
China by the UK. This move opened up the market and enabled the UK to export close to ten
times of UHT milk into the Chinese market in 2014 as compared to other years. The removal of
the trading barriers acts as a means through which the high demand for UHT milk in China can
be addressed by the UK UHT milk venture.
UK’s Absolute advantage over China
Based on the united force that the UK enjoys due to the union of the member states, there
is an absolute advantage that UK has in relation to UHT milk production when compared to
China. The UK can produce and market UHT milk to other nations such as China comparatively
at a lower cost than China. There is a good resource base for the production of milk in the UK
than in China that struggles with even production of other required resources such as fodder for
dairy animals. This move, therefore, makes the UK have an absolute advantage in producing
UHT milk at a relatively lower cost as compared to China, hence setting exportation pace
(Agarwal, 2019).
PESTEL analysis of the UHT milk venture
Political factors
Chinese political environment has shaped over time. There has been an establishment of
good political relationships between the UK and China over the time which has enabled trading
between the two economies. As earlier mentioned, China forms the fifth largest market for UK
products and has opened its borders through reduction of customs duties on consumer goods, and
has been on the verge of making political deals with the UK which ease trading. This politically

Market Internationalization12
stabilizing environment is effective for UHT milk business venture. The relationship between the
UK and China has seen favorable government policies that regulate the laws and other barriers
hence making trade easy and feasible between the two regions.
Economic factors
The Chinese market offers a better market price for branded imports. China is said to be
willing to pay twice as much the original price of the branded products. This move will work
best for the UHT milk venture owing to the demand projections in China. It will ensure
maximized profits on production and subsequently faster industry growth. Also considering the
ever-increasing population in China, there is growing demand. This growing demand is directly
correlated to the rate of inflation in the country making it easy to get the labor for the UHT milk
production at a relatively lower cost. This is a move that will make the venture feasible outside
the UK borders.
Social factors
Wuang (2018) notes that China has had experience with milk issues in the local market
that proved intolerable by the local market. In 2008, China embattled infant milk poisoning with
melamine which caused devastating effects on many infants in the country. This negatively
impacted the market for local milk making it difficult for local companies to recapture the
market which lost hope in consuming locally produced infant formulation among other milk
products. Due to this distrust in the local production, it would be a wonderful opportunity for UK
UHT venture to storm the market with quality products owing to the tolerance and readiness to
consume and pay better for imported products.

Market Internationalization13
Technological factors
The production of UHT milk follows a technologically approved process that ensures that
the milk is both safe for consumption and also can stay much longer. UHT milk is treated using
high temperatures and pressure which then kills the bacteria in the milk causing spoilage
alongside disease-causing pathogens that might be present in the milk. Therefore, the UK UHT
milk venture has to take into account appropriate milk sterilization measures that will ensure
longer shelf life, retains quality and milk properties desired in the international markets.
Environmental factors
The environment plays an all-important role in supporting life. There is a need to ensure
that every aspect of a business is operated in accordance with the environmental protection
initiative in mind. UK UHT milk venture must take into consideration means to protect the
environment in the international market. This begins with ensuring no harmful additives in the
milk that is harmful to human and the environment at large. The packaging material used should
be biodegradable and easy to dispose of so as to prevent any destruction no nature's gift. There
should be no harmful emissions during production and/or transportation too.
Legal factors
International markets are heavily regarded by policies and standards that every exporter
must adhere to. UK UHT milk venture must take into consideration adherence to local policies
and standards. Most importantly, the organization must comply with the safety standard and/or
other regulation therein while entering the Chinese market. According to the USDA (2017),
China notified the World Trade Organization of their new regulation on food safety which every
exporter has to adhere to. UK UHT milk venture must be work in accordance with this
regulation.

Market Internationalization14
Social and Ethical issues to consider by UK UHT milk venture
Markgraf (n.d) identifies that in order for a foreign company to venture into a foreign
market and be productive in its pursuit, it must take into consideration a number of social and
ethical issues such as observing environmental safety, provide safe working conditions,
adherence to conditions of the contracts, and maintain proper relationships with the locals. UK
UHT milk company must ensure to respect the free speech which is defined country of operation,
that of their employees and of their customers. Inappropriate communications should be shunned
at all costs since such acts make a call for the imposition of sanctions which may prove
detrimental to the operations of the foreign company.
The UK UHT SME should also be keen not to be involved in bribery matters. There
should not be a situation of bribing the Chinese officials for favors or for encouraging illegal
activities. The enterprise should also take appropriate advantage to marketing influence while
operating in Chinese territory. Marketing strategies should be streamlined to fit within the
marketing standards and also fit within the societal framework. The company should also adhere
to the regulations especially in regards to taxation and observe all the taxes as agreed by the tax
jurisdictions (Markgraf, n.d).
Cultural preferences to be considered by the business
Chinese population consists of fast moving and ever busy population which prefers quick
and efficient service regarding their food consumptions. Due to the nature of businesses and
commitments, this population requires for instance milk which is easy to store and has a longer
shelf life. Raw milk does not seem to satisfy this need of busy schedules since it will require
storing in cold stores or even refrigerators. UHT milk is, therefore, the best alternative to this
(Persistent Market Research, 2014). It is can be stored for longer without having to refrigerate

Market Internationalization15
without going bad and has an improved taste and flavor due to the high heat treatment. The fact
that it can stay longer at room temperature makes it effective as part of foods that the busy
population would carry around at workplaces or pick in stores to serve during breaks.
The dietary requirements in young children aged 3-11 years according to Zhao (2017) are
on the rise hence the need to have milk form the basis of the nutritional provision in China. The
children aged 3-11 years, therefore, form the major market for UHT milk. The UK UHT milk
venture should gear their focus in satisfying this demand. Milk which is high in nutritional
contents such as fats, proteins, lactose, among other nutrients is also highly needed for the
development of born in infants, and also in boosting immunity, reduces the risk of diseases such
as diabetes and cancer, lowering of blood pressure and helps in maintaining good weights in
children. This said children between the age of 3-11 years form some better market consumers
for this product. UK UHT milk venture should ensure that the milk is sufficient enough for the
specified age bracket (CCM, 2016).
Expansion strategies into China
Direct Exporting
This refers to the art of selling directly into a foreign market that a company has
identified. UK UHT venture could use this strategy at the initial stages of entry into the Chinese
market. It is advantageous as compared to the other types of market expansion into the foreign
market since it does not involve establishments in the foreign market.
Franchising
This is another expansion strategy, most effective for small and medium businesses such
as food outlets and which can be easily translocated into another market if need be. If UK UHT

Market Internationalization16
venture is to use the franchise as suitable foreign market entry, it would have to consider creating
a strong brand recognized worldwide which is able to wade competition in any event.
Licensing
This is another strategy that could be employed by the UK UHT milk SME. It involves
obtaining an operational license for operating into a foreign market. It is rather quite
sophisticated and would require that the UK UHT venture establishes partners in China and
transfers the use of the products it seeks to offer to that firm for smooth operations overseas. It
would be quite an application when UK UHT milk venture shall have had a larger market share
in China.
Which way for expansion? - Partnership
The initial stages of entry into a foreign market require an establishment of partnership in
the foreign market. A partnership is another form of market entry by foreign companies that seek
to explore an untapped foreign market (Azuayi, 2016). UK UHT milk venture should think of
establishing a partnership in the Chinese market in the initial stages. Partnering enables firms to
enter into joint venturing for example in marketing and later advance into sophisticated
arrangements such as manufacturing. This will ease the pressure on the starting venture in terms
of capital requirements into the venture, costs associated and other regulatory barriers to this
entry (Trade Start, n.d).
Conclusion
In conclusion,, therefore, market globalization requires quite an analysis of the market
one seeks to enter. A clear formula for the market internationalization should be sought before a
venture takes bids into the international market. There are a lot of barriers to such market entries

Market Internationalization17
which should well be analyzed and a determination of means to overcome these barriers reached
so as to ensure that a business stays feasible even in the international front.
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