1. demand clarity

Clarity of demand means that the enterprise has a clear understanding and expression of its market entry objectives, motivations, expectations and problems, can effectively communicate and collaborate with the consulting agency, and give the consulting agency sufficient support and trust. Demand clarity is the first prerequisite for the success of market entry consulting, and it is also the most basic element.

If a company does not clearly think and express why it wants to enter a new market, which market it wants to enter, what goals it wants to achieve, and what challenges and difficulties it faces, it will be difficult for consulting agencies to understand the real needs of the company. It is also difficult to provide companies with solutions that meet their expectations and actual conditions.

On the contrary, if enterprises can clearly define their market entry needs and fully communicate and collaborate with consulting agencies, it will help to establish good cooperative relations, improve the efficiency and quality of consulting, and enhance the credibility and acceptability of the program.

Clarity of requirements can be measured in the following ways:

-Demand definition: whether the enterprise has clear and specific goals, motivations, expectations and problems for entering a new market or region, and whether it can describe and measure its market entry needs in a quantitative or qualitative way.

-Demand communication: whether the enterprise can communicate fully and effectively with the consulting agency, whether it can clearly express its market entry needs, whether it can timely feedback and confirm the information and solutions provided by the consulting agency, and whether it can actively participate in and assist the consulting agency in market research and program design.

-Demand support: whether the enterprise can give enough support and trust to the consulting agency, whether it can provide necessary data and information, whether it can cooperate with the consulting agency to conduct market research and interviews, and whether it can authorize the consulting agency to make necessary decisions and actions.

Here are some examples of market entry advisories with high and low demand clarity:

-A case of high demand clarity: an internationally renowned fast-moving consumer goods company wants to enter the Chinese market and entrusts Shangpu Consulting Group to conduct market entry consultation. The company has a clear understanding and expression of its market entry objectives, motivations, expectations and problems, and has fully and effectively communicated and cooperated with Champ Consulting, giving Champ Consulting sufficient support and trust.

According to the company's needs, Shangpu Consulting has provided it with a comprehensive, objective, systematic and feasible market entry plan, including target market analysis, competitor analysis, customer demand analysis, channel model analysis, product positioning analysis, price strategy analysis, marketing strategy analysis, organizational structure analysis, human resources analysis, laws and regulations analysis, etc. The company is very satisfied with the plan provided by Champ Consulting, and has carried out smooth market entry and implementation in accordance with the plan, and achieved good market results.

-A case of low demand clarity: a domestic small and medium-sized manufacturing company wants to enter the Southeast Asian market and entrusts Shangpu Consulting Group to conduct market entry consultation.

The company did not have a clear understanding and expression of its market entry objectives, motivations, expectations and problems, and did not have adequate and effective communication and collaboration with the consulting firm, nor did it give the consulting firm sufficient support and trust.

According to its own experience and judgment, the consulting company provides a simple, subjective, one-sided and unfeasible market entry plan, which only includes some basic market overview and competition situation, does not deeply analyze the characteristics and needs of the target market, does not take into account the actual situation and ability of the enterprise, and does not provide a specific, clear and operational implementation plan and monitoring mechanism. The enterprise did not implement the market entry according to the plan, but led to the failure of market entry.

scientific 2. method

The scientific nature of the method means that the consulting agency can use appropriate research methods and tools to collect and analyze sufficient, accurate and reliable data and information, form persuasive and guiding conclusions and suggestions, and be able to design differentiated and personalized solutions according to different industries and market characteristics.

The scientific nature of the method is an important guarantee for the quality and effect of market entry consultation, and it is also the embodiment of the professional level and ability of consulting institutions. If consulting agencies cannot use scientific methods and tools, it will be difficult to obtain true, comprehensive and in-depth market insights, and it will be difficult to provide enterprises with reasonable, effective and innovative solutions.

On the contrary, if the consulting agency can use scientific methods and tools, it will help to improve the accuracy and credibility of market research, and also help to improve the adaptability and creativity of program design.

Methodological science can be measured in the following ways:

-Data collection: whether the consulting agency can use multiple data sources and channels, such as first-hand data (such as questionnaires, interviews, field visits, etc.) and second-hand data (such as official statistics, industry reports, network data, etc.), to collect sufficient and effective data, covering all aspects of the target market, such as market size, growth rate, structure, trends, competitive landscape, customer demand, channel model, product characteristics, price level, marketing strategy, etc.

-Data analysis: whether the consulting agency is able to use a variety of data analysis methods and tools, such as quantitative analysis (e. g. descriptive statistical analysis, correlation analysis, regression analysis, etc.) and qualitative analysis (e. g. content analysis, causal analysis,SWOTAnalysis, etc.), effective and in-depth analysis of the collected data, mining out the laws and meanings behind the data, and forming convincing and guiding conclusions and suggestions.

-Scheme design: according to the results of data analysis, whether the consulting agency can combine its own professional knowledge and experience, as well as the characteristics and changes of the industry and market, to provide enterprises with a market entry scheme that not only meets the market demand but also meets the enterprise resources, including market entry objectives, market entry strategies, market entry implementation plans, etc., and can carry out differentiated and personalized design of the scheme, reflects the innovation and adaptability of the program.

Here are some examples of high and low methodological science market entry advisories:

-Case with high scientific method: A well-known domestic e-commerce platform wants to enter the Indian market and entrusts Shangpu Consulting to conduct market entry consultation. Using a variety of data sources and channels, Shangpu Consulting has collected a large number of first-hand and second-hand data on the Indian market, covering all aspects of the Indian market, such as market size, growth rate, structure, trends, competitive landscape, customer demand, channel mode, product characteristics, price level, marketing strategy, etc.

Using a variety of data analysis methods and tools, Shangpu Consulting has conducted an effective and in-depth analysis of the collected data, excavated the characteristics and opportunities of the Indian market, and formed convincing and guiding conclusions and suggestions. According to the results of data analysis, combined with its own professional knowledge and experience, as well as the characteristics and changes of the Indian market, Shangpu Consulting has provided a market entry plan for the e-commerce platform that not only meets the needs of the Indian market but also meets the resources of the e-commerce platform, including market entry objectives, market entry strategies, market entry implementation plans, etc., and has carried out differentiated and personalized design for the plan, reflects the innovation and adaptability of the program.

The e-commerce platform is very satisfied with the plan provided by Shangpu Consulting, and has carried out smooth market entry and implementation according to the plan, and achieved good market results.

3. execution feasibility

Implementation feasibility means that the consulting agency can take into account the actual situation and capabilities of the enterprise, formulate a plan that meets both market demand and corporate resources, can provide a detailed, clear, and operational implementation plan and monitoring mechanism, and can be implemented in the process of implementation. Provide timely, effective and continuous support and services.

The feasibility of implementation is the key condition for the implementation of market entry consulting, and it is also the embodiment of the service level and ability of consulting institutions. If the consulting agency cannot take into account the actual situation and capabilities of the company, it will be difficult to develop a plan that meets market needs and corporate resources, and it will be difficult to provide the company with a detailed, clear, and operational implementation plan and monitoring Mechanism, it is even more difficult to provide timely, effective and continuous support and services during the implementation process.

On the contrary, if the consulting agency can take into account the actual situation and capabilities of the enterprise, it will help to formulate a plan that meets the market demand and meets the enterprise resources, and it will also help to provide the enterprise with a detailed, clear and operational implementation plan and The monitoring mechanism is more conducive to providing timely, effective and continuous support and services during the implementation process.

Implementation feasibility can be measured from the following aspects:

-Program adaptability: whether the consulting agency can formulate a program that meets both market demand and corporate resources based on the actual situation and capabilities of the company, such as scale, capital, technology, talents, and culture, and whether it can make full use of the company's advantages And potential, while avoiding or solving the company's disadvantages and problems.

-Implementation plan: whether the consulting agency can provide a detailed, clear and operational implementation plan for the enterprise, including implementation objectives, implementation steps, implementation time, implementation responsibilities, implementation resources, etc., and whether it can make necessary adjustments and optimizations according to the changes and risks that may occur in the process of market entry.

-Monitoring mechanism: whether the consulting agency can provide enterprises with an effective and flexible monitoring mechanism, including monitoring indicators, monitoring methods, monitoring frequency, monitoring feedback, etc., whether it can timely collect and analyze data and information in the process of market entry, and whether it can timely discover and solve the problems and difficulties in the process of market entry.

-Support services: whether the consulting agency can provide timely, effective and continuous support and services in the process of market entry, such as training guidance, technical support, coordination and communication, etc., whether it can help enterprises overcome the difficulties and challenges encountered in the process of market entry, and whether it can maintain a good cooperative relationship and trust with enterprises.

Here are some examples of market entry advisories with high and low execution feasibility:

-Case of high feasibility of implementation: a well-known domestic household appliance enterprise wants to enter the European market and entrusts Shangpu Consulting to conduct market entry consultation. According to the actual situation and ability of the enterprise, Shangpu Consulting has formulated a market entry plan that not only meets the needs of the European market but also meets the resources of the enterprise, including market entry objectives, market entry strategies, market entry implementation plans, etc., and makes full use of the advantages and potential of the enterprise in terms of product quality, technological innovation, brand image, etc, at the same time, the disadvantages and problems of the enterprise in channel construction, marketing promotion, laws and regulations are avoided or solved.

Shangpu Consulting provides the enterprise with a detailed, clear and operational implementation plan, including implementation objectives, implementation steps, implementation time, implementation responsibilities, implementation resources, etc., and makes necessary adjustments and optimizations according to the changes and risks that may occur in the process of market entry.

Shangpu Consulting provides an effective and flexible monitoring mechanism for the enterprise, including monitoring indicators, monitoring methods, monitoring frequency, monitoring feedback, etc., and timely collects and analyzes the data and information in the process of market entry, and timely finds and solves the problems and difficulties in the process of market entry.

In the process of market entry, Shangpu consulting provided timely, effective and continuous support and services for the enterprise, such as training guidance, technical support, coordination and communication, etc., and helped the enterprise overcome the difficulties and challenges encountered in the process of market entry, and maintained a good cooperative relationship and trust with the enterprise. The company has carried out a smooth market entry implementation in accordance with the programs and plans provided by Champ Consulting, and achieved good market results.

This paper discusses the concept, content, purpose and influencing factors of market entry consulting, and summarizes the key factors of the success and failure of market entry consulting through the analysis of market entry consulting cases in many industries and fields at home and abroad, and provides some reference and enlightenment for enterprises and consulting institutions.

In summary, the success of market entry consulting depends on the following aspects:

The demand for market entry consulting is clear: whether the enterprise has a clear understanding and expression of its market entry objectives, motivations, expectations and problems, whether it can communicate and collaborate effectively with the consulting agency, and whether it can give the consulting agency sufficient support and trust.

The scientific method of market entry consulting: whether the consulting agency can use appropriate research methods and tools to collect and analyze sufficient, accurate and reliable data and information, form persuasive and guiding conclusions and suggestions, and whether it can be based on different Industry and market characteristics for differentiated and personalized program design.

Implementation feasibility of market entry consultation: whether the consultation institution can take into account the actual situation and ability of the enterprise, formulate a plan that meets the market demand and enterprise resources, whether it can provide a detailed, clear and operational implementation plan and monitoring mechanism, and whether it can provide timely, effective and continuous support and services in the implementation process.

The effect evaluation of market entry consultation: whether the enterprise can conduct objective, comprehensive and systematic effect evaluation before and after market entry, whether it can make timely, reasonable and flexible adjustment and optimization according to the evaluation results, and whether it can maintain good feedback and communication with the consulting agency.

Shangpu Consulting believes that market entry consulting is a complex and important work, which requires the establishment of a good cooperative relationship between enterprises and consulting institutions to jointly formulate and implement effective market entry programs. At the same time, market entry consulting is also a process of continuous improvement and development, which needs to be continuously adjusted and improved according to market changes and corporate needs. Hope to provide some useful thinking and reference for researchers and practitioners in related fields.