Faleria, A Small And Medium Prosciutto Company Entering The Chinese Market:Scenario And Approaches

During this last decade China experienced a fast economic rise that let the Country become one of the world’s economic powers. The Open Door Policy, promoted by Deng Xiao Ping, gave Chinese economy the great growing impulse which attracted investors from all over the world. Intense economic growth, market opportunities, foreign investors changed Chinese consumers lifestyle, due also to the increasing purchasing power and urbanization.As a consequence to the economic growth, food demand raised up along with the progressive entry of western-style distribution formulas and presence of international restaurants.Starting from a general overview of the food market, this thesis studies the evolution of the food demand consequently to the rising purchasing power of Chinese people, along with the strong urbanization and the influence of western life-style on food habits, with attention to Italian food products. Market opportunities in China for Italian products are definitely on the rise, Chinese people like Italy and have a high consideration of its food products.The above considerations plus the recent agreement between Chinese and Italian Governments (2008) for the export of pork meat toChina encouraged the Italian Prosciutto producer to take the risk and enter the market. Despite Prosciutto is still not very popular among Chinese people, its sell registered good revenues these years and the number of companies willing to enter is on the rise.The thesis conducts market research and aims to delineate the best entry strategy for Falerias.r.l., an Italian SME that produces Prosciutto. At the end of the study, the company will be provided the line to follow in order to penetrate the Chinese market and the real possibilities of conquer Chinese costumers.