Mexican Family business currently producing and exporting Tequila in various important territories, and present in supermarkets, distributor and retailers, wants to expand further and sell in the Chinese market (wholesalers and retailer channels).
This Tequila is considered premium quality in the industry, it is still manufactured according to centuries-old traditions that, in combination with the latest technology developed, produces this delightful spirit with a generous body, smooth flavour and sparkling appearance.
a) This tequila is intended primarily for export as only 40% of the sales come from Mexico.
b) Several years of traction in the local market. So far, the most efficient / growth-capable sales and marketing channels have not been explored/exploited.
c) A company with a good reputation and feedback about quality. Great perception from the consumers.
d) Expansion opportunities in various international markets.
The company wants to expand its markets and find new clients and distributors in China.
As part of the full go-to-market strategy, we suggest splitting it into 2 or 3 different phases.
SCOPE OF THIS FIRST PHASE:
Feasibility study / Market research:
Validation of the requested market / expansion feasibility
Finding the best contacts (decision-makers) in the market and persuade their interest on regards to the product, gathering relevant information.
Horeca experience is a must
the ideal scope is as follows:
Sizing addressable market
define customer, channels, scope for potential distributors/partners, cost structure
Analyzing Competitive landscape – pricing, current market offerings
Analysis of the product category and regional market
Channel strategies (both marketing and sales)
Compliance and regulation
Defining the retail, Wholesaler, Distributors and HORECA channels
Pre-marketing study (benchmark the sales strategy in other markets)
Preparing and adapting the sales offer
Lead generation. The first contact listing the names, email, phones of the prospects. (It includes finding the right decision-makers, making the first contact, and getting feedback)
ONCE THE FIRST PHASE IS FINISHED, THE SAME TEAM/EXPERTS WOULD IDEALLY CONTINUE WITH PHASE 2: SALES & GO TO MARKET, SALES NEGOTIATION AND CLOSING DEALS.
Those above are just a reference/suggestion, but we will require a tailored proposal by the selected professionals.
Note: The complete info will be shared with the selected profiles.
a) Knowing the market and sales in the industry in China and having contacts in the industry.
b) Local or Mandarin language & English (Spanish is a plus)
c) Large experience in marketing, sales, business development in segmented markets
d) Proven first-hand experience in similar roles