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Rediscovering Market Niches in a Traditional Industry                                                                                                                                                                                     
Product Ref: 03/156C Company: Jiangdong Crystal-color Art and Crafts Co. Ltd.

Product Type: Case Industry: Consumer Goods

Related Product(s): Teaching Note
Authors: David Tse   Mary Ho
For centuries Jingdezhen (the "Porcelain Metropolis" of China) produced and exported the finest porcelain treasures in the world. By the late 20th century, however, the city was in danger of losing its dominant position. Although its factories still churned out more than a million pieces of porcelain a day, it was facing more competitors at home and abroad than at any time in its history. Jiangdong Crystal-color Art and Crafts Co. Ltd. (JCAC) was one of the few ceramic-makers that had differentiated itself from its rivals. The company manufactured top-of-the-line luxury products and limited its distribution to the government and high-end retailers. While JCAC was enjoying its success, however, a number of small and medium-sized porcelain manufacturers in Jingdezhen were still struggling to make a profit. With new competitors looming on the horizon, some ceramic firms were reviewing their marketing plans with an eye towards finding a market niche. JCAC, at the same time, was aiming to develop a global brand and to revive the image of Jingdezhen ceramics. This case illustrates the problems of adopting an undifferentiated strategy in a competitive market. It explores how to identify market niches in a traditional industry and examines strategies for building a global brand.
Functional Area : Marketing
Strategy & General Management

Issues: market niches, branding, market segmentation
Length: Text: 8 pages
Exhibits: 2 pages
Country: China (People's Rep. of)

Pub. Year: 2003 Level of Difficulty: 1
This product type is available in the following language(s):      English   Simplified Chinese
Related Information: N/A
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