2. Target country background; Research sources being used/key data/information found as a result of the research process (and what each source provided to assist the decision-making process);
5. The anticipated market size and characteristics of your potential target market segment(s) within that IM country or region, AND anticipated amendments to/IM considerations for your marketing mix, based on the research findings above.
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From the mid 1980s to 1990s, China had a stagnant milk consumption of 4.8 kilograms per capita (Fuller & Beghin, 2004). Low consumption of dairy products can be attributed to high prices, logistic difficulties and unavailability of refrigeration.
The introduction of Ultra High Temperature (UHT) pasteurization allowed milk and other milk products to have a longer shelf life which in turn allowed the transportation of milk from the north milk-producing region to the south. Cattle importation and improvements in feeding and management practices resulted to increased productivity of dairy farms. Milk production output doubled from 1996 to 2002 which allowed China to surpass Australia and Japan as the world’s third largest milk producer in Asia (Fuller & Beghin, 2004).