Rediscovering Market Niches in a Traditional Industry Harvard Case Solution & Analysis

For centuries, Jingdezhen, "Porcelain Metropolis" of China, manufactures and exports finest porcelain treasures in the world. By the end of the 20th century, however, the city was in danger of losing its past glory. Despite their plants still produced more than one million pieces of porcelain in the day, he faces more competition at home and abroad than at any time in its history. Reduced quality porcelain in this distinguished city of disappointed porcelain experts and collectors. Jiangdong Crystal Color Arts and Crafts Co Ltd (SAS) was one of the few manufacturers of ceramic, which are differentiated from their competitors. The company produced a top-of-the-line luxury products and limited its spread in the government and high-end retail. Although, JCAC enjoyed his success, the number of small and medium-sized manufacturers of porcelain in Jingdezhen are still trying to make a profit. With new competitors on the horizon, some ceramic firms revise their marketing plans with an eye to finding a niche market. JCAC, at the same time, was aimed at developing a global brand and revive the image of Jingdezhen ceramics. This case illustrates the challenges of making an undifferentiated strategy in a competitive market. It explores how to identify a niche market in the traditional industries and examines the strategy of building a global brand. "Hide
by David Tse, Maria Ho Source: University of Hong Kong, 10 pages. Publication Date: February 10, 2003. Prod. #: HKU249-PDF-ENG

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