Food & beverage equipment

China go-to-market

Background

Our client is a manufacturer of processing and production-line equipment. The company designs and markets general purpose machinery and equipment.
The firm supplies equipment for the manufacturing of dairy, cheese, butter, bakery, and pastry making, as well as chemicals, pharmaceutical, and cosmetic products.
The company is headquartered in France and markets its products globally, with revenues of ~€250M.
The proportion of revenue from Asia is particularly low (~6%), compared to its perceived market potential.
The investor reached out to JENTS International to assess and enhance the client’s go-to-market in China

Business Relationship

The Private Equity partners invested in the company at the end of 2017.
JENTS International has developed a constructive relationship with the investment partners over the years, providing support on several occasions.
After some initial work following the acquisition, JENTS was approached mid 2019 to support the client CEO in assessing existing go-to-market efforts and developing & executing an improvement plan.
As we were ramping-up our efforts, we were approached to potentially work in other areas of the PE firm portfolio.

Approach

Conducted a 2-month assessment of the go-to-market efforts for our client in China
Analysis focus was on five aspects to answer key Q’s:
- Market; is there a market for our client’s products in China, how sizable and where should we focus our efforts?
- Customers; where are the customers, what are their key buying criteria (for high-end products)?
- Competition; how are competitors positioning in China?
- Channels; how efficient are existing channels and what could be alternatives?
- Way forward plan; what does an optimized go-to-market for our client in China look like and how should we implement this?

Results

Validated the market size and potential (incl. trends) for our client in China, and identified key sales targets.
- Most favourable bread consumption trends
- Clear market for high-end equipment
Created insight into competitive landscape, both for Asia manufactured and imported equipment.
Agent channel evaluation and restructuring.
Recommended and implemented new organisational set-up for China (incl. China Rep., Liaison and Office Representation).

JENTS International

JENTS International is an advisory company specialized in identifying and realising operational performance improvements at accelerated pace for Private Equity and (Portfolio) Companies.

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