1. market analysis

Market analysis is the first and most important stage of market entry consultation. The purpose of market analysis is to assess the overall situation of the customer's industry, including industry size, growth rate, structure, trends, competitiveness, profitability, etc. The market analysis also assesses the customer's own strengths and weaknesses, as well as potential opportunities and threats. Market analysis can help clients determine whether it is necessary to enter new markets or expand existing markets, as well as possible challenges and risks.

There are two main methods of market analysis: quantitative analysis and qualitative analysis. Quantitative analysis refers to the use of mathematical models and statistical tools to collect, organize, analyze and interpret data. Quantitative analysis can provide objective, precise and quantifiable results, but it also has limitations, such as the reliability of data sources, the complexity of data processing, and the difficulty of data interpretation. Qualitative analysis refers to the use of logical reasoning and judgment to collect, organize, analyze and interpret non-numerical information. Qualitative analysis can provide subjective, profound and comprehensive results, but it also has disadvantages, such as the results are difficult to verify, affected by personal bias, and lack of generality.

Champ Consulting used a combination of quantitative and qualitative analysis when providing market entry consulting for an international clothing brand. First, through the collection and collation of public data, Shangpu Consulting conducted a macro-level quantitative analysis of the global apparel industry, including industry size, growth rate, regional distribution, and consumer preferences. Then, through interviews and research, Shangpu Consulting conducted a micro-level qualitative analysis of the clothing industry in the target country (China), including the competitive landscape, policies and regulations, and cultural differences. Finally, Champ Consulting provides clients with a comprehensive and in-depth market analysis report by comparing and synthesizing the results of the two analyses.

2. target market selection

Target market selection is the second stage of market entry consultation. The purpose of target market selection is to select the most attractive and potential market from multiple potential markets according to the customer's goals and resources. The criteria for target market selection generally include market size, market growth rate, degree of market competition, difficulty of market access, and market risk. The result of target market selection is the determination of customer priorities and priorities, as well as the development of corresponding market entry strategies.

There are two main methods of target market selection: scoring and matrix. Scoring is a method of scoring each potential market according to different criteria, then multiplying the weights of each criterion to arrive at a total score for each market, and finally ranking the total score from high to low. Scoring methods can provide objective, simple and intuitive results, but they also have shortcomings, such as the subjectivity of scoring criteria, the arbitrariness of weights, and the sensitivity of results. The matrix method is a method of dividing each potential market into two or more dimensions, then representing the values of each dimension in axes, and finally classifying and sorting them according to their position on the axes. The matrix method can provide objective, complex and multi-angle results, but it also has shortcomings, such as the difficulty of dimension selection, the ambiguity of coordinate axis division, and the difficulty of interpreting the results.

Champ Consulting used a combination of scoring and matrix methods in providing market entry advice to an international hotel group. First, through the collection and collation of public data, Champs Consulting conducted a macro-level scoring analysis of the global hotel industry, including industry size, growth rate, and degree of competition. Then, through interviews and research, Champ Consulting conducted a micro-level matrix analysis of the hotel industry in the target country (India), including market access difficulty and market risk. Finally, Champ Consulting provides clients with a clear and comprehensive target market selection report by comparing and synthesizing the results of the two analyses.

3. Entry Mode Selection

Entry mode selection is the third stage of market entry consultation. The purpose of entry mode selection is to select one or more of the most suitable for the customer from a variety of possible entry methods according to the customer's goals and resources. The criteria for entry mode selection generally include cost, benefit, risk, control, flexibility, etc. The result of the entry mode selection is to determine how the customer builds their business and brand in the target market.

There are two main methods of entry mode selection: comparative method and combination method. The comparative method refers to the method of comparing each entry method according to different criteria, and then analyzing and selecting the advantages and disadvantages according to the comparison results. The comparative method can provide objective, simple and intuitive results, but it also has shortcomings, such as the subjectivity of the comparison criteria, the sensitivity of the comparison results, and the complexity of the comparison process. The combination method refers to the method of combining different entry methods and then analyzing and selecting the advantages and disadvantages according to the combined results. The combination method can provide objective, complex and diversified results, but it also has shortcomings, such as the difficulty of the combination method, the uncertainty of the combination result, and the complexity of the combination process.

Champ Consulting used a combination of comparative and portfolio methods in providing market entry advice to an international automaker. First of all, through the collection and collation of public data, Shangpu Consulting conducted a macro-level comparative analysis of the global automotive industry, including the cost, benefits, risks, control, flexibility and so on. Then, through interviews and research, Champ Consulting conducted a micro-level portfolio analysis of the automotive industry in the target country (Brazil), including the combined effect and applicability of export plus joint ventures, sole proprietorship plus franchising and other entry methods. Finally, by comparing and synthesizing the results of the two analyses, Champ Consulting provides clients with a reasonable and effective report on the selection of entry modes.

4. Implementation Planning

Implementation planning is the fourth and final stage of the market entry consultation. The purpose of implementation planning is to develop a specific action plan and implementation plan based on the target market and entry mode selected by the client. The contents of the implementation plan generally include target setting, resource allocation, timing, risk management, monitoring and evaluation, etc. The outcome of the implementation plan is to determine how the customer will realize their business and brand in the target market.

There are two main approaches to implementing planning: the logical framework approach and the project management approach. The logical framework approach refers to the method of breaking down the customer's objectives into specific activities and indicators, and then establishing the causal and logical relationships between the activities and indicators, and finally forming a clear and complete logical framework diagram. The logical framework method can provide objective, simple and intuitive results, but it also has shortcomings, such as ignoring external factors, being too idealistic, and lacking flexibility. Project management refers to the method of breaking down the client's objectives into specific tasks and responsibilities, then establishing the time and resource relationships between tasks and responsibilities, and finally forming a detailed and comprehensive project management plan. The project management method can provide objective, complex and multi-angle results, but it also has shortcomings, such as too complex, difficult to coordinate, and lack of innovation.

Champ Consulting used a combination of logical framework and project management methods in providing market entry advice to an international fast food chain. First, by collecting and collating publicly available data, Champu Consulting conducted a macro-level logical framework analysis of the global fast food industry, including customer goals, activities, indicators, and assumptions. Then, through interviews and research, Shangpu Consulting conducted a micro-level project management analysis of the fast food industry in the target country (Japan), including the client's tasks, responsibilities, time, and resources. Finally, by comparing and synthesizing the results of the two analyses, Champ Consulting provides the client with a sound and practical implementation planning report.

Summary:

Market entry consulting is a professional consulting service designed to help clients analyze and select the best strategies and options for entering new markets or expanding existing markets. The process of market entry consultation generally consists of four stages: market analysis, target market selection, entry mode selection and implementation planning. There are three main methods of market entry consulting: quantitative analysis, qualitative analysis and case analysis. Taking Shangpu Consulting Company as an example, this paper introduces the process and method of market entry consultation in detail, and explains it with specific cases. This paper aims to provide a complete guide to the understanding and practice of market entry consulting.