An international agriculture and livestock company was looking to expand its commercial operations into the GCC. A market entry strategy and supply chain capability for a carcass meat product was being developed in several Gulf countries including Qatar. The business challenge was to understand the size of the Qatari market opportunity for the product and to inform business decisions in regard to branding and positioning; product concept development; packaging design; retail channels to market the product; and pricing.
The research consisted of two stages: an initial qualitative phase which involved focus group discussions and home visits/accompanied shops. A follow-up stage involving a quantitative survey consisting of 500 face to face interviews with Qatari nationals and Arab expatriates.
The intelligence gained from the initial qualitative research phase was used to define the target market and inform the development of the quantitative measurement tool. Findings from the quantitative survey provided the intelligence for the market entry strategy.