Market entry consulting refers to consulting services that help companies identify and realize growth opportunities in new or existing markets. Market entry consulting needs to analyze the attractiveness, competitiveness, risks and benefits of the market, as well as the internal and external capabilities and resources of the enterprise, so as to formulate appropriate market entry strategies and plans. This article introduces the basic concepts, processes and methods of market entry consulting, and how to find the best market combination according to the goals and characteristics of the enterprise, that is, to allocate different resources and priorities in different markets. This paper also shows the actual effect and value of market entry consulting in combination with the customer cases served by Champ Consulting.

Market entry consulting is a professional management consulting service designed to help businesses identify and realize growth opportunities in new or existing markets. Market entry consulting can be applied in different contexts, such:

Enterprises want to enter a new geographical area or industry, the need to assess the potential and difficulty of the target market, as well as their own competitive advantages and readiness;

If an enterprise wants to expand its share or profit in the existing market, it needs to analyze the changing trend of the market and customer demand, as well as its own product portfolio and pricing strategy;

If an enterprise wants to develop a new product or service, it needs to determine the target customer group and value proposition, as well as its own innovation ability and marketing channels;

Companies that want to engage in mergers and acquisitions or partnerships need to assess the market position and financial position of potential partners or target companies, as well as their own synergies and integration capabilities.

In either case, market entry advice needs to follow a basic process, namely:

Clear goals: determine what growth goals the company wants to achieve, such as revenue, profit, share, brand awareness, etc;

Analyze the current situation: understand the performance, advantages, disadvantages, opportunities and threats of the enterprise in the current market, as well as the relationship with competitors and customers;

Selection of orientation: selection of one or more attractive and feasible target markets, I .e. new or existing geographical regions, industry sectors, product categories or customer segments, depending on the objectives and current situation;

Formulate strategy: according to the selected direction, formulate the market entry strategy suitable for the enterprise's ability and resources, that is, how to position, differentiate, penetrate and expand;

Implementation plan: According to the strategy developed, develop a specific and feasible market entry plan, I .e. how to allocate resources, break down tasks, phase targets, analyze risks and monitor progress.

There are many methods and tools for market entry consulting, such:

Market research: through primary or secondary data collection and analysis, access to market size, growth rate, structure, trends, competitiveness, profitability and other information;

Customer interviews: through direct communication with target customers or potential customers, to understand their needs, preferences, satisfaction, loyalty, purchase behavior and other information;

Competitor analysis: by comparing competitors' products, prices, channels, promotions, quality, innovation, etc., to assess their strengths, weaknesses, strategies and trends;

SWOT analysis: through the advantages of the enterprise (Strengths), disadvantage (Weaknesses), opportunity (Opportunities) and threats (Threats) system combing, identify the internal and external environment and influencing factors of the enterprise;

Porter's five forces model: through the analysis of the five forces in the market, namely, the bargaining power of suppliers, the bargaining power of buyers, the threat of new entrants, the threat of substitutes and the degree of competition in the industry, to assess the attractiveness and competitiveness of the market;

Ansoff Matrix: provides four basic market entry strategies, namely market penetration (Market Penetration), Market Development (Market Development), Product Development (Product Development) and diversification (Diversification）；

Boston Matrix: By dividing market growth rates and relative market shares, it provides four basic product mix strategies, namely, stars (Star), Taurus (Cash Cow), problem children (Question Mark) and skinny dogs (Dog）。

Market entry consulting not only needs to analyze data and formulate plans, but also needs to find the best market combination according to the objectives and characteristics of the enterprise, that is, to allocate different resources and priorities in different markets. The market mix can be divided according to different dimensions, such:

Geographical area: according to the level of economic development, cultural differences, legal system and other factors of the country or region, determine which areas are the most potential and most suitable for enterprises to enter;

Industry areas: according to the maturity of the industry, growth rate, the degree of competition and other factors, to determine which industries are the most promising and most in line with the advantages of enterprises;

Product category: according to the product life cycle stage, profit margin, degree of innovation and other factors, determine which products are the most valuable and can best meet customer needs;

Customer segmentation: according to the customer's income level, consumption habits, purchase motivation and other factors, determine which customers are the most demand and most loyal to the enterprise brand.

Finding the best market mix requires a combination of factors, such:

Market attractiveness: refers to the potential size, growth rate, profit margin and other indicators of the market itself, reflecting how much the market can bring to the enterprise;

Market feasibility: refers to the competitiveness, risk, complexity and other obstacles in the market, reflecting how much success the enterprise can achieve in the market;

Enterprise capability: refers to the products, technologies, brands, channels, talents and other resources owned by the enterprise, reflecting how much value the enterprise can provide for the market;

Enterprise resources: refers to the cost of capital, time and energy that an enterprise can invest, reflecting how much the enterprise can pay for the market.

In general, the best market mix is those with high market attractiveness and high market viability, as well as high enterprise capacity and low enterprise resources. These markets can bring maximum benefits and minimum risks to enterprises, and at the same time can give full play to the advantages of enterprises and save the cost of enterprises. Of course, different companies may have different goals and preferences, so they need to flexibly adjust the weight and order of the market portfolio according to their own situation and strategy.

The purpose of market entry consulting is not only to provide theory and advice, but also to help companies achieve real growth results. As a professional management consulting company, Shangpu Consulting has rich market entry consulting experience and cases, and can provide tailor-made solutions for customers of different industries and sizes. The following are some of the customer cases that Champ Consulting has served:

A European auto parts manufacturer wants to enter the Chinese market. Shangpu Consulting helped it conduct comprehensive market research and competitor analysis, determine the demand, growth potential, competition pattern and entry barriers of the Chinese market, and according to customers The product characteristics and advantages of the company have formulated positioning, differentiation and penetration strategies for different market segments, and assisted it in establishing partnerships and sales channels. Customers in the Chinese market successfully obtained10%share of the above, and achieved20%above profit margin.

An American fast fashion brand wants to expand its influence in the Asian market. Champ Consulting helped it conduct in-depth customer interviews andSWOTAnalysis, understanding of consumer demand, preferences, purchase behavior and loyalty in different countries and regions in the Asian market, and based on the customer's brand image and value proposition, developed product development and diversification strategies for different target groups, and assisted them Optimize the product mix and pricing strategy. customers successfully increased brand awareness and satisfaction in the Asian market and achieved30%above growth rate.

A Japanese electronic product manufacturer wants to develop a new smart home product. Shangpu Consulting helped it conduct innovative market research and Ansoff matrix analysis, determine the target customer group and value proposition, and according to the customer's innovation Ability and resources, formulated a breakthrough and leading product design and marketing plan, and assisted it in establishing an innovation team and partnership. The customer successfully captured the market opportunity after the new product was launched and achieved.50%above profit margin.