The expert view: China, largest fertilizer market in the world
Date:03-25-2016
After an initial experience in the Group as decision-making support/Management Controller for development in Africa, Pierre Vasseur has been focusing on China since 2014. He initially conducted studies from headquarters, then in the area since January 2015.
The development of the Group in China is not random. It is the largest fertilizer market in the world. The market studies began in 2013, and Roullier Group then organized its teams by recruiting local employees in 2014.
During stages prior to the launch, Roullier considered how to adjust the business model to local conditions.
The opening of this new country requires a genuine work of organization, the key stages of which are set out below:
Initially, those markets with greatest potential had to be targeted, because Roullier knows it could not cover the entire territory, given its size. Developing its activities on this market involves a recognition of significant cultural and logistic constraints (area and distribution model).
Roullier then made efforts on selecting specific products that it could market locally. By taking into account constraints specific to this country, notably the size of the farming plots that are restricted.
Finally, Roullier identified the possible relays and the suitable distribution chain for its products.
Throughout these stages, Roullier had to understand the local environment, way of thinking and constraints of our its customers: the Chinese farmers.
Roullier is now supported by around sixty Chinese employees. Roullier is just at the beginning of a wonderful adventure. As the prospects for this market are vast, new employees join Roullier daily to support its growth.
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