The Grapeseed Oil Business Model

Topics: Cooking oils, Marketing, Linoleic acid Pages: 14 (3824 words) Published: February 18, 2014

Executive Summary.

B-Well Grapeseed Oil is i a pure grape seed oil imported from South Africa. This report investigates and analyses the market for edible oil in China, grape seed oil in particular, to find out whether it would be profitable to sell it in China and find out the best channel of distribution. The study consists of both macro and microenvironment analysis based on secondary research of industry research reports and local government statistics. Moreover, this report aims to provide recommendations on the best ways to launch the product and proposes possible marketing strategy.

TABLE OF CONTENTS.

EXACUTIVE SUMMARY
TABLE OF CONTENTS
1.INTRODUCTION
2.PROJECT STRUCTURE
3. MARKET RESEARCH
3.1 MEGA ENVIRONMENT ANALYSIS
3.1.1 ECONOMIC ELEMENT
3.1.2 POLITICAL/LEGAL ELEMENT
3.1.3 TECHNOLOGICAL ELEMENT
3.1.4 SOCIO-CULTIRAL ELEMENT
3.2 MARKET POTENTIAL
4. MARKETING STRATEGY
4.1 INTERNAL SWOT ANALYSIS
4.2 MARKETING STRATEGY THROUGH MARKETING MIX
4.3 MARKETING PROPOSAL
5. REFERENCES

1. INTRODUCTION

Nan Fei Long Food Trade Co. Is a company established in 2011 and is a Wholly Owned Foreign Enterprise (WOFE) with the centre of operations in Wuxi. The company sells pure grape seed oil produced in South Africa.The company is interested in expanding their operations and looking at importing the product to China. The owner of the business is looking for recommendations on how to launch and market the product in China.

Grape seed oil offers innumerable health benefits and this explains the reason why it is extensively brought to use. It is thought to lower cholesterol, help with high blood pressure, shrink swelling from non-cancerous cysts and provide an allergy relief as it blocks the release of enzymes that produce the histamines that trigger allergic reactions. It can be used as part of a low fat diet because of the low saturated fats. Moreover, grapeseed oil has a very sweet, light and slightly nutty aroma, for which it is preferred by most of the people, and because of the flavor of grapeseed oil is unobtrusive, this allow diners to focus on the main component of the dish. Grapeseed oil can also tolerates in a very high temperatures (270°C) which can prevent burning and prevent the oil to splash which might cause injury.

The purpose of this report is to provide general information about the market for edible oil in China, concentrating on current market environment and offerings, market gap and potential for a new business to launch and expand. Moreover, this report aims to provide recommendations on an appropriate marketing strategy as well as possible promotions for B-Well Grapeseed Oil.

This report consists of two main sections: Market Research, which provides mega environment analysis of grapeseed oil, market potential and internal SWOT analysis; and Marketing section which presents recommendations for strategy and advertisement.

2. PROJECT STRUCTURE.

Grapeseed Oil Project is part of Nottingham Advantage Award Student Consultancy Programme module. Therefore, the project structure was designed according to the list of project deliverables expected from the team at the end of Autumn 2013 semester. In order to achieve these expected outputs Work Breakdown Structure was specified, where project objective was broken down into tasks with Activity lists designed for each task and assigned Action person, who would be responsible for the delivery of the task. Project work was divided according to preparations needed for delivery of NAA outputs. The project structure included:

1. Market research

2. Marketing strategy suggestions

3. NAA deliverables: presentation, one page teaser, elevator pitch and a report.

3. MARKET RESEARCH

The grape seed oil is a new product to Chinese oil market. As the Chinese GDP is growing on a regular basis annually, there are an increasing number of...

References: http://www.ahdb.org.uk/news/China.aspx
Agriculture and Agri-Food Canada (AAFC) http://www.agr.gc.ca/index_e.php
http://www.examiner.com/article/uab-finds-potential-skin-cancer-cure-grape-seed-extract
http://www.homecookingadventure.com/articles/grape-seed-oil-benefits
http://abcnews.go.com/Health/SkinCare/top-moisturizers-dry-skin/story?id=18629073
http://blogs-images.forbes.com/robertolsen/files/2011/12/eCommerce_Infographicb.jpg
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