Chai-Na-Ta (Asia) Ltd.
Chai-Na-Ta (Asia) Ltd. is the Hong Kong-based operating arm of Canada's Chai-Na-Ta Corp., an integrated ginseng firm. The decision has been made to enter the mainland China market and the general manager must make decisions on the entry city, target market(s), product(s) focus, distribution, and pricing. Although he has significant knowledge of the Hong Kong market, he is unsure of the degree to which this can be transferred to the mainland markets. This case pushes the student to develop a marketing strategy in a situation in which there is imperfect market information.