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Analysis of the Wheat Flour Market in Kazakhstan: Marketing Research
A month of gathering information, analyzing it, and forming reports. This is how we remember November 2023 and the project of one of the Ukrainian flour producers who dreamed of expanding their business and creating a hub in Kazakhstan.
Thousands of reports, millions of figures, and overtime work: all of this our specialists went through, studying the grain realities of one of the Central Asian countries. However, the result was worth it, allowing our client to make informed business decisions.
Client
Brief About the Client
In November 2023, a Ukrainian flour producer approached AGRO Marketing Agency to scale up their business and enter the international market. They were interested in the Central Asian region, specifically Kazakhstan.
Even though logistics are currently complicated, they were looking for opportunities to work specifically with this country. But initially, they had to determine whether the target market was ready to accept a new player
Tasks
What AGRO Marketing Agency Was Tasked With
Grain as a raw material and the products created from it dominate the structure of production and agro-export of Kazakhstan. Our client planned to build their grain processing hub there.
However, initially, they had to determine a number of critical factors:
Market capacity and its dynamics.
Consumer needs and preferences.
Competitiveness of the environment.
Risks and opportunities.
Market competition
Supply and demand balances.
Prospective export directions
We were assigned to conduct market research for this project.
What We Did
What We Did
The starting point of the research was the formation and approval of the market analysis plan. AGRO Marketing Agency experts and the client's business analysts created a structure according to which the segment study was to be conducted. The plan looked something like this:
- 1.
Assessment of supply and demand:
- 1.1
Supply balance and distribution of wheat flour in Kazakhstan (5 seasons).
- 1.2
Dynamics of wheat flour production in Kazakhstan (3 seasons monthly).
- 1.3
Regional distribution of wheat flour production in Kazakhstan.
- 1.4
Main wheat flour producers in Kazakhstan.
- 1.5
Statistics of bakery products production
- 2.
Foreign trade
- 2.1
Dynamics and geography of wheat flour foreign trade in Kazakhstan (3 seasons monthly in natural and monetary terms)
- 2.2
Structure of wheat flour exports from Kazakhstan in terms of supply bases.
- 2.3
Key wheat flour exporting companies from Kazakhstan (based on 2022 results).
- 2.4
Assessment of competition in the markets of the top 5 wheat flour importing countries from Kazakhstan (2020-2022).
- 3.
Risk assessment and general conclusions
- 3.1
Key risks assessment for flour milling production in Kazakhstan.
- 3.2
SWOT analysis for flour milling production in Kazakhstаn
We also agreed on the format of information provision: Report with key indicators in the form of a presentation in .pptx and .pdf formats, as well as Excel tables with statistical data in the form of interactive snapshots.
After forming the research structure and its approval by the client, we proceeded directly to market analysis.
How We Did It
How We Did It
AGRO Marketing Agency experts acted as follows:
- 1
Searched for reports and statistical indicators for the region for the specified period.
- 2
Created databases where critical information was entered for analysis.
- 3
Built formulas to establish numerical indicators.
- 4
Gathered additional data, such as local demand, raw material procurement volumes, and product creation.
- 5
Formed comparative diagrams and infographics and made forecasts.
The final stage was creating a clear and logical report, which included the study results and, of course, the presentation
Result
Result
Our client received an expanded report, which included all the critical research data. Based on the information obtained, the client adjusted their plans and approved decisions regarding the further development of the business.
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