Market Analysis

Market analysis is the basis and premise of market entry consulting, which aims to help enterprises understand the size, growth, structure, trends, needs, preferences, potential and risks of the target market, so as to determine the feasibility and attractiveness of market entry. The methods of market analysis include: industry analysis, customer analysis, regional analysis and macro-environment analysis.

Industry analysis: through the historical development, current situation and future forecast of the industry, evaluate the maturity, stability, profitability and competitiveness of the industry, as well as the main participants, supply chain, value chain and stakeholders in the industry.

Customer analysis: through the study of the number, characteristics, needs, preferences, purchasing behavior and decision-making process of the target customer group, identify the customer's pain points and demand gaps, as well as the customer's perception of the value of the product or service and willingness to pay.

Regional analysis: by comparing the scale, growth, structure, characteristics and differences of different regions or market segments, determine the target region or market segment with the most potential and advantages, as well as the corresponding entry mode and resource allocation.

Macro-environmental analysis: by assessing the impact and trends of political, economic, social, technological, legal and environmental factors on the target market, identifying opportunities and threats to market entry, as well as countermeasures and risk aversion strategies.

Case

Champu Consulting has provided China market entry consulting services for a well-known European furniture brand. Through a comprehensive analysis of China's furniture industry, Shangpu Consulting found that China's furniture market is huge and growing rapidly, but it also has the characteristics of fierce competition, low-end tendency, and diversified consumer demand. Shangpu Consulting recommends that customers adopt high-end positioning, highlight brand image and product quality, and provide differentiated products and services for different regions and customer segments to meet the personalized and diversified needs of consumers. Champu Consulting has also developed a detailed market entry plan for customers, including the selection of target areas, the establishment of channels, marketing strategies and budgets.

Product Positioning

Product positioning is the core and key of market entry consulting, which aims to help enterprises determine what kind of products or services to provide in the target market, and how to make the target customers recognize and accept the value proposition of the product or service. The methods of product positioning include: market segmentation, target market selection, differentiation advantage, value proposition and brand image.

Market segmentation: by dividing the target market into relatively balanced and distinguishable subsets according to customer characteristics, needs, preferences, behaviors, etc., in order to facilitate more effective product development and marketing strategies for different market segments.

Target market selection: by evaluating the attractiveness and competitiveness of different market segments, select the most suitable target market for the enterprise, that is, the market segment that can maximize the resource advantage and market potential of the enterprise.

Differentiation advantage: Through the analysis of the enterprise's own resources, capabilities, technology, innovation and other aspects, as well as the comparison of the advantages and disadvantages of competitors, to determine the unique and difficult to imitate the value that the enterprise can provide in the target market, so as to form competitive advantage and differentiation.

Value proposition: Through in-depth understanding of the needs, pain points and expectations of target customers, design and convey the core benefits and added value that the enterprise can bring to customers, so as to stimulate customers' desire to buy and loyalty.

Brand image: through the vision, mission, values, culture and other aspects of the enterprise to clarify and unify, establish and disseminate the specific image and impression represented by the enterprise in the target market, so as to enhance the visibility and reputation of the enterprise.

Case

Champ Consulting has provided India market entry consulting services for a well-known American sneaker brand. Through the segmentation analysis of the Indian sneaker market, Shangpu Consulting found that Indian consumers have different needs and preferences for sneaker, such as comfort, durability, fashion, and price sensitivity. Shangpu Consulting recommends that customers adopt a multi-brand strategy and provide different product positioning and value propositions for different target markets, such as high quality and high-tech sneaker for the high-end market, fashionable and multi-functional sneaker for the mid-end market, and economic and practical sneaker for the low-end market. Shangpu Consulting has also designed corresponding brand image and communication strategy for customers to highlight the professionalism, innovation and social responsibility represented by enterprises in the Indian market.

Channel selection

Channel selection is an important part of market entry consulting. It aims to help companies determine how to effectively deliver products or services to target customers, and how to establish and maintain good relationships with target customers. Channel selection methods include: channel analysis, channel type, channel model and channel management.

Channel analysis: Through the study of channel structure, characteristics, functions, efficiency and cost in the target market, the advantages and disadvantages and applicability of different channels, as well as the cooperation and competition between channels, etc.

Channel type: According to the characteristics of products or services, customer needs and preferences, market development stage and other factors, choose the most appropriate channel type, such as direct channels, indirect channels, multi-level channels, diversified channels, etc.

Channel model: according to the enterprise's resources, capabilities, objectives and risks and other factors, choose the most appropriate channel model, such as own channels, cooperation channels, authorized channels, franchise channels.

Channel management: through effective planning and execution of channel member selection, training, motivation, supervision and evaluation, etc., establish and maintain partnership with channel members, improve channel operation efficiency and customer satisfaction, etc.

Case

Champu Consulting has provided Thailand market entry consulting services for a well-known Japanese cosmetics brand. Through the channel analysis of the Thai cosmetics market, Shangpu Consulting found that Thai consumers have diversified and personalized needs for the purchase of cosmetics, such as professional stores, department stores, supermarkets, online shopping malls, etc. Shangpu Consulting recommends that customers adopt a diversified channel strategy to provide different purchase experience and service quality for different target customer groups, such as providing professional store or department store counter services for high-end customers, and providing supermarkets or online shopping malls for mid-range customers. Optional service, etc. Shangpu Consulting has also formulated corresponding channel models and management plans for customers, such as cooperating with well-known local cosmetics distributors to provide training and support to ensure product quality and image.

competitive strategy

Competitive strategy is an important part of market entry consulting. It aims to help companies determine how to compete and cooperate effectively with competitors in the target market, and how to respond to changes and challenges in the competitive environment. The methods of competitive strategy include: competitive analysis, competitive positioning, competitive advantage and competitive action.

Competitive analysis: by identifying and evaluating the main competitors in the target market, analyzing their size, resources, capabilities, products, prices, quality, services, marketing, etc., as well as their strengths and weaknesses, strategic intentions and behavior patterns.

Competitive positioning: Determine the competitive position in the target market, such as leader, challenger, follower, or niche, by comparing the relative strengths and weaknesses between oneself and competitors.

Competitive advantage: by strengthening and improving its core competitiveness, as well as discovering and utilizing competitors' weaknesses and loopholes, it forms and maintains competitive advantages in the target market, such as cost advantage, quality advantage, innovation advantage, service advantage, etc.

Competitive action: through keen insight and anticipation of changes and challenges in the competitive environment, formulate and implement corresponding competitive actions, such as offensive actions, defensive actions, cooperative actions or adaptive actions.

Case

Champu Consulting has provided consulting services for a well-known German car brand to enter the Brazilian market. Through the analysis of the competition in the Brazilian automobile market, Shangpu Consulting found that the Brazilian automobile market is highly competitive and diversified, and there are many domestic and foreign automobile brands, as well as different consumer groups and needs. Shangpu Consulting recommends that customers adopt a differentiated competitive strategy, highlight their leading position in the high-end automobile market, and use their own advantages in technology, quality, safety and comfort to create and spread their own brand image and value proposition. Shangpu Consulting has also formulated corresponding competitive action plans for customers, such as developing and launching new products and services suitable for the Brazilian market according to the needs and preferences of local consumers, and cooperating with local governments and social organizations to improve their social responsibility and credibility in the Brazilian market.

Conclusion

Market entry consulting is a complex and important service, which involves the analysis and planning of many aspects, among which the four most important elements are market, product, channel and competition. When conducting market entry consultation, enterprises need to choose the most appropriate methods and strategies according to their own resources, capabilities, objectives and risks, as well as the characteristics and changing trends of the target market, in order to achieve successful entry and sustainable development in the target market. As a professional market entry consulting organization, Shangpu Consulting has rich experience and professional team, which can provide customized market entry consulting services for enterprises and help enterprises realize their globalization strategy.