|dc.description.abstract||Four International Marketing students on the behalf of DNV Healthcare China, a
Norwegian risk management provider, conducted this thesis. The authors used an
exploratory research design, and most of the acquired data is collected from
The aim of this study was to characterize the Chinese pork safety market and give
strategic recommendations on how DNV Healthcare can position itself in order to
become the obvious choice among risk management providers within this
particular market. One of the main challenges for DNV Healthcare was to develop
an appropriate strategy that does not conflict with their overall communication to
the Chinese market, as they currently do not offer pork safety services in China.
Currently, there are several shortcomings within the Chinese pork safety market,
where the major problems are governance issues, lack of standards, and
implementation and overseeing of such standards. Recent incidents of tainted pork
have increased customer awareness, which again have resulted in a growing
market opportunity within the pork safety industry.
Based on both external and internal analyses conducted in this thesis, the authors
concluded that entering the Chinese pork safety market through a strategic
alliance would be most beneficial for DNV Healthcare.
The final part of this thesis includes several recommendations on how DNV
Healthcare should enter this new market, which positioning- and marketing mixtools
they can derive benefit from and implications on what they should