Packing the Black Gold - Haver and Boecker and the Chinese Bitumen Market

Sarstedt, Marko ; Festge, Fabian und Schwaiger, Manfred (2006): Packing the Black Gold - Haver and Boecker and the Chinese Bitumen Market. In: Management Case Study Journal, Bd. 6, Nr. 2: S. 34-45

Abstract

In 2002, CICEM Ltd., a worldwide recognized chemical producer located in Asia, developed a new Polyethylen-foil (HDPE-foil) suitable for packaging bitumen into plastic bags. In order to successfully introduce this product into the market, he needed a new packaging technology capable of filling hot bitumen into foil bags. Here for Mr. Tanaka, initiator of this new development at CICEM Ltd. contacted Haver and Boecker, a world-leading, medium-sized German manufacturer of packaging systems and asked them, if they were interested in developing such a system. But since the technical requirements were extensive, the development costs were fairly high considering Haver and Boecker's corporate size and the possibilities of applying the new system to other applications are limited, Haver and Boecker insisted on conducting market research on the Chinese bitumen market before making the investment decision. This quantitative case highlights the difficulties of demand estimation in an emerging market due to a lack of reliable or relevant data. Furthermore it makes clear that certain research problems can only be solved through creative improvisation where local market knowledge is a critical factor. The case is designed for business students as well as international market researchers seeking assistance concerning the overcoming of different difficulties of everyday market research, especially with respect to market potential estimation.

• Dokumententyp: Zeitschriftenartikel
• Keywords: market research; case study
• Fakultät: Betriebswirtschaft > Institut für Marketing ; Betriebswirtschaft > Institut für Marktorientierte Unternehmensführung
• Themengebiete: 300 Sozialwissenschaften > 330 Wirtschaft
• ISSN: 1445-033X
• Sprache: Englisch