Keskinoğlu’s Regret Story – Webtekno

Entering the foreign market is not easy for companies. Keskinoglu It had overcome long and tiring procedures one by one to export its products to Singapore and managed to place its products on the shelves.

However, while everything seemed to be going well, what happened? This process, which he hoped would earn millions, turned out to be a huge to failure had it transformed?

Keskinoğlu, as a well-known brand in the Turkish chicken meat industry, decided to expand its borders and turned its route to Singapore.

But Singapore is not at all It wasn’t an easy market. because the country required quite long and complex procedures for import.

The company managed to overcome these difficulties after two and a half years of effort and cooked chicken meat started exporting.

In taste tests conducted within the scope of market research, customers try the products and what you like However, the products in question did not attract the same attention on the shelves.

The expected big sales boom never materialized…

At first, this situation could not be understood because the customers were happy with the products they tried. positive comments they were doing.

So sales Why wasn’t it rising?

At this point, Keskin Keskinoğlu, Member of the Board of Directors of Keskinoğlu Group of Companies, makes an important point. cultural difference he realized.

Because Singaporeans are traditionally polite people, they will never give their true opinion on a product. They wouldn’t say it directly.

In other words, expressing what they like in tastings is really It didn’t mean they liked the product.

Failure to understand this cultural difference was at the heart of Keskinoğlu’s critical mistake in entering the market.

Keskin Keskinoğlu was determined to identify the problem in this market and therefore went to Singapore to understand the problem and to research the market on site decided.

As a result of his research, although they offer products that suit the taste of Singaporeans, some small details such as the color and size of the packaging are in question. according to the country’s purchasing habits They had skipped the adaptation.

After the problem was identified, the brand renewed its products in a way that Singaporean consumers would love.

Following these changes, the company could only two years later He was able to achieve the success he wanted in the Singapore market.

Keskin Keskinoğlu’s His statements on the subject are as follows: “You should not undertake major initiatives without knowing the market very well, and you should not attempt to enter that market without doing on-site research. “The habits and dynamics of the market should be analyzed well and careful planning should be done to enter the market.”

In summary, Keskinoğlu’s Singapore adventure includes the difficulties and challenges of entering a foreign market. Without analyzing market dynamics well It shows how risky the moves can be.

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