Market entry consulting helps companies analyze, select and implement strategies to enter new markets or expand existing markets. The purpose of market entry consulting is to help companies increase market share, increase revenue and profits, reduce risks and costs, and enhance competitive advantage and brand image. The process of market entry consulting usually includes the following steps: identifying the target market, evaluating the market attractiveness, analyzing the competitive environment, selecting the market entry mode, developing the market entry plan and executing the market entry strategy. When conducting market entry consultation, the core question is: Why do you want to enter this market? This question involves the company's vision, mission, goals, values and core competitiveness, as well as the market's needs, potentials, opportunities and challenges. This paper will start from this problem, explore how to carry out effective market entry consulting, and combined with the specific cases of Shangpu consulting service customers, to show the value and significance of market entry consulting.

1. why are you entering this market?

Before conducting any market entry consultation, the most important question is: Why do you want to enter this market? This question is not only related to the strategic direction and decision-making basis of the enterprise, but also related to the core value and competitiveness of the enterprise. Without a clear and strong reason, it is difficult for companies to succeed in new or existing markets. Therefore, when answering this question, the following aspects need to be considered:

What is your vision? What kind of business do you want to be? What kind of value do you want to create for society and customers?

What is your mission? What is the purpose of your existence? What problems or needs do you want to solve?

What are your goals? What kind of performance do you want to achieve in new or existing markets? What level or standard do you want to achieve?

What are your values? What do you think is right or wrong? What principles or norms do you follow?

What are your core competencies? What are your strengths or specialties? What products or services can you offer?

By answering these questions, companies can clarify what they want to do, what they can do, and what they should do in a new or existing market, thus forming a persuasive and attractive case for market entry.

2. how to conduct effective market entry consultation?

After determining why you want to enter this market, the company can begin the specific steps of market entry consultation. The process of market entry consultation usually includes the following steps:

Identify the target market. The target market refers to the market that the enterprise wants to enter or expand, which can be a country, a region, an industry, a segment or a specific group. There are many ways to determine the target market, for example, according to the vision, mission, objectives, values and core competitiveness of the enterprise, choose the matching market; According to the market scale, growth rate, profit rate, stability, maturity, competition degree and other indicators, choose the market with potential and attraction; According to the customer's needs, preferences, behaviors, characteristics and other factors, choose the market that can satisfy and attract customers; or according to the enterprise's resources, capabilities, experience, relationships and other conditions, choose a market that can effectively use and give full play to its advantages.

Assess market attractiveness. Market attractiveness refers to the degree of attraction of the market to enterprises, which mainly depends on the demand, growth rate, profit margin and risk level of the market. There are many ways to assess market attractiveness, such as using the Porter's Five Forces model (Porter’s Five Forces Model), Boston Matrix (Boston Matrix), McKinsey Jiugongge (McKinsey Matrix) and other tools to analyze the structure and dynamics of the market; usePESTELAnalysis (Political, Economic, Social, Technological, Environmental and Legal Analysis）、SWOTAnalysis (Strengths, Weaknesses, Opportunities and Threats Analysis) and other methods to analyze the external environment and internal conditions of the market (Revenue Curve), cost curve (Cost Curve), NPV (Net Present Value), internal rate of return (Internal Rate of Return) and other indicators to calculate the benefits and costs of the market; or use sensitivity analysis (Sensitivity Analysis), scenario analysis (Scenario Analysis), Monte Carlo simulation (Monte Carlo Simulation) and other technologies to assess market uncertainty and risk.

Analyze the competitive environment. The competitive environment refers to the competitors and competitive pressures faced by an enterprise in the target market, which mainly affects the competitive advantage and competitive strategy of the enterprise. There are many ways to analyze the competitive environment, such as using competitor analysis (Competitor Analysis), Competition Map (Competitive Map), Competitive Advantage Matrix (Competitive Advantage Matrix) and other tools to identify and assess the number, type, size, capabilities, strategy, behavior and other characteristics of competitors (Value Chain Analysis), Resource-Based Theory (Resource-Based Theory）、VRIOThe framework (Value, Rarity, Imitability and Organization Framework) and other methods to analyze the value creation process and resource allocation of oneself and competitors (Four Corners Analysis), Game Theory (Game Theory), Game Theory (Game Theory) and other technologies to predict the future movements and reactions of oneself and competitors; Or use blue ocean strategy (Blue Ocean Strategy), Value Innovation (Value Innovation), Disruptive Innovation (Disruptive Innovation) and other ideas to find and create new competitive space.

Select the market entry mode. Market entry mode refers to the way or form adopted by an enterprise when entering the target market, which mainly affects the enterprise's control, risk-taking, resource investment and return on income. There are many ways to choose the market entry mode, for example, according to the development stage of the market, the degree of competition, the legal system, cultural differences and other factors, choose the appropriate market entry mode; according to the scale, ability, experience, objectives and other conditions of the enterprise, choose the market entry mode in line with its own characteristics; according to the characteristics of products or services, life cycle, degree of differentiation and other factors, choose a market entry model that adapts to the needs of the product or service, or choose a market entry model that can gain a competitive advantage based on the behavior, reaction, and advantages of competitors. There are mainly the following types of market entry modes: export (Export), Authorization (Licensing), Franchising (Franchising), joint venture (Venture Joint), cooperation (Alliance), subsidiaries (Subsidiary), Greenfield Investment (Greenfield Investment), etc.

Develop a market entry plan. Market entry plan refers to the specific action plan formulated by an enterprise to achieve the goal of market entry, including market entry strategy, market entry time, market entry location, market entry resources and market entry organization. There are many ways to develop a market entry plan, such as usingSMARTThe principle (Specific, Measurable, Achievable, Relevant and Time-Bound Principle）、PDCACycle (Plan, Do, Check and Act Cycle）、GANTTFigure (Gantt Charting) and other tools to ensure the clarity, quantifiability, achievability, relevance and timeliness of market entry plans; use4PMarketing mix (Product, Price, Place and Promotion Mix）、4CMarketing mix (Customer, Cost, Convenience and Communication Mix）、STPAnalysis (Segmentation, Targeting and Positioning Analysis) and other methods to develop products or services, prices, channels and promotion strategies suitable for the target market and target customers (Resource Allocation Matrix), budget table (Budget Sheet), statement of financial flows (Cash Flow Statement) and other technologies to allocate and manage the human, material, financial and information resources required for market entry; or using organizational charts (Organizational Chart), responsibility allocation matrix (Responsibility Assignment Matrix), communication plan (Communication Plan) and other tools to establish and coordinate market access to relevant departments, teams, personnel and communication channels.

Execute market entry strategy. The implementation of market entry strategy refers to the implementation of relevant actions and activities in accordance with the market entry plan, mainly related to the development, production, delivery and after-sales of products or services, as well as the implementation and management of prices, channels and promotions. There are many ways to execute market entry strategies, such as using project management methodologies (Project Management Methodology), critical path method (Critical Path Method), milestone method (Milestone Method) and other technologies to monitor and control the progress, quality, cost and risk of market entry projects; the use of balanced scorecards (Balanced Scorecard), Key Performance Indicators (Key Performance Indicators), Customer Satisfaction Survey (Customer Satisfaction Survey) and other tools to evaluate and improve the effectiveness and efficiency of market entry projects (Customer Relationship Management System), supply chain management system (Supply Chain Management System), Marketing Automation Systems (Marketing Automation System) and other software to support and optimize the operation and management of market entry projects (Change Management Model), Training and Development Plan (Training and Development Plan), incentive and reward mechanisms (Incentive and Reward Mechanism) and other methods to promote and guarantee the success and sustainability of market entry projects.

Case Analysis of 3. Shangpu Consulting Service Customers

In order to better demonstrate the value and significance of market entry consulting, the following will be combined with the specific cases of Champ Consulting Services customers, a brief analysis.

Case 1: An internationally renowned automaker wants to enter the Chinese market, but does not know the characteristics and opportunities of the Chinese market. Shangpu consulting helped the customer to conduct market entry consultation, including the following aspects: first, Shangpu consulting helped the customer to clarify the reason why he wanted to enter the Chinese market, that is, to use his brand advantage and technical advantage in the field of high-end automobiles, to meet the growing demand for high quality vehicles in the Chinese market, and to increase his share and income in the global market.

Secondly, Shangpu Consulting helped the client evaluate the attractiveness of the Chinese market, that is, the Chinese market is the world's largest automotive market, with huge potential and space, but it also faces fierce competition, complex regulations, and diverse cultures. And other challenges. Thirdly, Shangpu Consulting helped the customer analyze the competitive environment of the Chinese market, that is, there are many domestic and foreign competitors in the Chinese market, some of which have established a solid market position and customer loyalty, while others continue to launch new products and services, forming a multi-level and multi-dimensional competition pattern.

Finally, Shangpu Consulting helped the customer choose the appropriate market entry mode, that is, through the establishment of a joint venture with a local automobile manufacturer, using the resources, capabilities, experience and relationship of both parties to jointly develop, produce and sell high-end automobile products suitable for the needs and preferences of the Chinese market. Through the services of Shangpu Consulting, the client successfully entered the Chinese market and achieved good performance and reputation in a short period of time.

Case 2: A leading e-commerce platform in China wants to expand its influence in the Southeast Asian market, but does not know how to formulate an effective strategy. Champ Consulting assisted the client with market entry consulting, including the following:

First of all, Champ Consulting helped the client clarify the reason why he wanted to expand his influence in the Southeast Asian market, that is, to use his experience and innovation advantages in the field of e-commerce to meet the growing demand for online shopping and payment in the Southeast Asian market. Increase your competitiveness and influence in the global market.

Second, Champ Consulting helped the client assess the attractiveness of the Southeast Asian market, which is a market with a6A regional market with a population of more than 100 million, rapid economic development, high Internet penetration, and great potential for e-commerce, but there are also problems such as imperfect infrastructure, inconsistent consumption habits, and high political risks. Thirdly, Shangpu Consulting helped the client analyze the competitive environment in the Southeast Asian market, that is, there are many types of e-commerce platforms in the Southeast Asian market, some of which are multinational giants from the United States, China, Japan and other countries, while others are local stars from Southeast Asian countries, forming a fierce and complex competition pattern.

Finally, Shangpu Consulting helped the customer choose the appropriate market entry mode, that is, by establishing a strategic cooperative relationship with one of the largest e-commerce platforms in Southeast Asia, and using the brands, traffic, technology and resources of both sides, jointly create a comprehensive e-commerce platform covering Southeast Asian countries. Through Champ Consulting's services, the client has successfully expanded its presence in the Southeast Asian market and has achieved significant revenue and growth over the long term.

Case 3: A domestic emerging education technology company wants to enter the Indian market, but does not understand the needs and characteristics of the Indian market. Champ Consulting assisted the client with market entry consulting, including the following:

First of all, Shangpu Consulting helped the customer clarify the reason why he wanted to enter the Indian market, that is, to use his knowledge and product advantages in the field of education and technology to meet the Indian market for high-quality, low-cost, personalized and intelligent online The demand for education services enhances its popularity and influence in the global market.

Secondly, Champ Consulting helped the client assess the attractiveness of the Indian market, I .e., the Indian market is a market that has13A huge market with a population of more than 100 million, strong demand for education, high Internet penetration, and great potential for online education, but it also faces challenges such as unbalanced educational resources, low consumption power, and language and cultural diversity. Thirdly, Champ Consulting helped the client analyze the competitive environment in the Indian market, that is, there are many online education platforms and service providers in the Indian market, some of which are leading companies from the United States, China, Europe and other countries or regions, while others are innovative companies from India, forming a diversified and active competitive landscape.

Finally, Champ Consulting helped the client choose the right market entry model through a partnership with one of India's largest online education platforms, leveraging their user base, content resources, channel networks and operational experience to jointly provide online education products and services tailored to the needs and characteristics of the Indian market. Through the services of Champ Consulting, the client successfully entered the Indian market and gained good user feedback and market recognition in a short period of time.

Conclusion

Market entry consulting is an important and complex consulting service that involves multiple levels and aspects of analysis and decision-making. When conducting market entry consultation, the core question is: Why do you want to enter this market? This question is not only related to the strategic direction and decision-making basis of the enterprise, but also related to the core value and competitiveness of the enterprise. Only by answering this question can effective market entry consulting be conducted to help companies succeed in new or existing markets. As a professional market entry consulting company, Shangpu Consulting has rich experience and professional team, which can provide customers with comprehensive and in-depth market entry consulting services to help customers achieve their market entry goals and vision.