Case study: Food Exports – Food Export Promotion Strategy in Southeast Asia

The challenge

The government of a Japanese prefecture sought to aggressively increase its processed food exports to Singapore and Southeast Asia.

The objectives of the study were to:

Formulate strategies for promoting the prefecture’s food exports to Singapore and, by extension, Southeast Asia
Identify key food categories where their efforts should be focused
The process

Spire applied a two-staged process for this engagement. Firstly, secondary research and expert interviews with industry associations and journalists were held. These would determine the top three categories with the greatest export potential, by comparing the local market situation against the categories where our client possessed competitive export advantages – these were sugar confectionaries, noodles and health-foods.

In the second stage, our consultants executed in-depth, face-to-face interviews with leading importers, distributors and organized retailers to elicit an analysis of market and distribution conditions. Spire also implemented a consumer survey to analyze attitudes and perceptions towards imported (and in particular Japanese) products in these categories.

The results

Our client used Spire’s recommendations to adopt and implement a fresh strategy for the promotion of its food exports to Southeast Asia, particularly in relation to segment and channel prioritization as well as advertising and promotion priorities. Our client had uploaded portions of Spire’s report onto their website.

Project deliverables included a report that:

Provided market intelligence
Recommended a strategy, resources required and timeline to promote exports of sugar confectionaries, noodles and health foods