Definition and Significance of 1. Market Entry Research

Market entry research refers to the systematic investigation and analysis of a new or underdeveloped market to assess the size, growth, structure, trends, needs, competition, risks and opportunities of the market, so as to provide a basis for the formulation of appropriate market entry strategies. Market entry strategy refers to a series of action plans taken by a company in order to enter a new market, including a combination of products, prices, channels and promotions.

Market entry research is of great significance to the development of enterprises, mainly reflected in the following aspects:

Market entry research can help enterprises find and grasp new market opportunities, expand business scope, increase revenue sources, improve market share and competitive advantage.

Market entry research can help companies understand the characteristics and needs of the target market, locate target customers and market segments, design products and services that meet market needs and preferences, and improve customer satisfaction and loyalty.

Market entry research can help enterprises evaluate the competitive environment of the target market, identify the strengths and weaknesses of competitors, formulate effective competitive strategies, differentiate their own value propositions, and enhance their core competitiveness.

Market entry research can help companies assess the risks and obstacles of the target market, such as political, legal, economic, social, cultural, technological and other factors, and formulate reasonable risk aversion and countermeasures to reduce the cost and risk of market entry.

The basic process and method of 2. market entry research.

The basic process and method of market entry research can be summarized as the following five steps:

Market analysis: Market analysis is the first and most basic step in market entry research, mainly a comprehensive investigation and analysis of the potential target market, including market size, growth, structure, trends, demand, competition, information on risks and opportunities, as well as market drivers and constraints. The main methods of market analysis are PEST analysis, SWOT analysis, Porter's five forces analysis, market segmentation analysis and so on.

Target market selection: Target market selection is the second step of market entry research, mainly on the basis of market analysis, according to the enterprise's resources, capabilities, goals and strategies, select one or more target markets with the greatest attractiveness and feasibility as the focus of market entry. The main methods of target market selection are market attractiveness-firm capability matrix, market attractiveness-competitive intensity matrix, market attractiveness-risk matrix, etc.

Market positioning: Market positioning is the third step of market entry research, mainly on the basis of target market selection, according to the characteristics and needs of the target market, as well as the advantages and characteristics of the enterprise, to determine the competitive position and differentiated value proposition of the enterprise's products or services in the target market. The main methods of market positioning are STP analysis, positioning statements, positioning maps, etc.

Market entry mode: market entry mode is the fourth step of market entry research, mainly on the basis of market positioning, according to the environment and conditions of the target market, as well as the resources and capabilities of the enterprise, choose one or more suitable market entry methods, such as export, authorization, joint venture, sole proprietorship, merger and acquisition, alliance, etc. The main methods of market entry mode are market entry mode selection matrix, market entry mode evaluation model and so on.

Market entry plan: The market entry plan is the fifth and final step of the market entry research. It is mainly to formulate a specific market entry action plan based on the market entry mode, including market entry goals, strategies, measures, and time., Budget, responsibility, evaluation, etc., to ensure the smooth implementation and effective monitoring of market entry. The main methods of market entry plan are SMART principle, PDCA cycle, GANTT chart, etc.

Application Cases of 3. Market Entry Research

Shangpu Consulting is a well-known independent third-party research and investment and financing consulting agency in China, dedicated to providing professional solutions for corporate strategic decision-making. Champu Consulting has rich experience and successful cases in market entry research. The following are some typical cases:

Market entry study of an internationally renowned home appliance brand entering the Chinese market: Shangpu Consulting provides the brand with a comprehensive analysis of the Chinese home appliance market, including information on market size, growth, structure, trends, demand, competition, risks and opportunities, as well as market drivers and constraints. Shangpu Consulting also selected the most attractive and feasible target market for the brand, that is, China's first-tier cities and high-end consumers, positioned the brand with a high quality, high-tech, and cost-effective value proposition, and chose for the brand The market entry mode of sole proprietorship has formulated a detailed market entry plan for the brand, including strategies and measures in terms of products, prices, channels and promotions. The market entry research of Shangpu Consulting has provided strong support and guidance for the brand to successfully enter the Chinese market, and the brand's sales and market share in the Chinese market have increased significantly.

Market entry study of a well-known domestic e-commerce platform entering the Southeast Asian market: Shangpu Consulting provided the platform with an in-depth analysis of the Southeast Asian e-commerce market, including market size, growth, structure, trends, demand, competition, risks and opportunities, as well as market drivers and constraints. Champu Consulting also chose the most attractive and feasible target markets for the platform, namely Indonesia, Malaysia, Thailand, Vietnam and the Philippines. It positioned the localization, diversification and socialization value proposition for the platform, chose the market entry mode of joint venture for the platform, and formulated a detailed market entry plan for the platform, including product, price, channel and promotion and other aspects of the strategy and measures. The market entry research of Shangpu Consulting has provided strong support and guidance for the platform to successfully enter the Southeast Asian market. The number of users and transaction volume of the platform in the Southeast Asian market have significantly increased.

Market entry study of a well-known domestic education and training institution entering the U.S. market: Shangpu Consulting provides the institution with an in-depth analysis of the U.S. education and training market, including market size, growth, structure, trends, demand, competition, risks and opportunities, as well as market drivers and constraints. Shangpu Consulting also selected the most attractive and feasible target market for the agency, that is, first-tier cities and high-income families in the United States, and positioned the agency with high-quality, high-efficiency, and highly customized value propositions. The agency chose the authorized market entry model, and formulated a detailed market entry plan for the agency, including strategies and measures in terms of products, prices, channels and promotions. The market entry research of Shangpu Consulting has provided strong support and guidance for the institution to successfully enter the US market. The number of students and income of the institution in the US market have significantly increased.