Most important strategic and managerial factors for plant-based milk analogue entrance in China using Blue Ocean Strategy

Using semi-structured interviews ten professionals from the industry provided an insight into the current landscape of plant-based milk analogs in China and graded each factor from 1 to 5. Their responses were analyzed via coding and grouped as themes around each factor. Results showed that for a plant-based milk analog company choosing to enter the Chinese food market, the most important factors are market attractiveness, scaling up possibility, availability of substitutes and product attributes, as well as e-commerce. It is recommended to focus on these factors to better understand the competitive landscape and the most important consumer values as well as possibly expand in the future