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.

【書誌情報】

ページ数：13ページ

サイズ：A4

商品番号：HBSP-98A022

発行日：1999/8/11

登録日：2007/8/16