Chai-Na-Ta (Asia) Ltd. is the Hong Kong-based operating systems arm of the Canadian Chai-Na-Ta Corp., an integrated ginseng company. The decision has been entering the Chinese mainland market and the general manager must make choices about the city of entry, target group (s), product (s) concentrate, make distribution and pricing. Although he has considerable knowledge of the market in Hong Kong, he is not sure to what extent this can be transferred to the mainland markets. This case pushes the students to develop a brand … Read more »

Chai-Na-Ta (Asia) Ltd. is the Hong Kong-based operating systems arm of the Canadian Chai-Na-Ta Corp., an integrated ginseng company. The decision has been entering the Chinese mainland market and the general manager must make choices about the city of entry, target group (s), product (s) concentrate, make distribution and pricing. Although he has considerable knowledge of the market in Hong Kong, he is not sure to what extent this can be transferred to the mainland markets. This case pushes the student to a marketing strategy., In a situation in which it is to develop imperfect market information
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from
John R. Kennedy,
Tom Gleave
Source: Ivey Publishing
18 pages.
Publication Date: Aug 11, 1999. Prod #: 98A022-PDF-ENG
Chai-Na-Ta (Asia) Ltd. HBR case solution

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