Definition, characteristics and process of 1. market entry consulting

Definition of 1.1 Market Entry Consulting

Market Entry Advisory (Market Entry Consulting) refers to professional services that provide enterprises with feasibility analysis, strategic planning and implementation recommendations for doing business in a new market, industry or region. Market entry advice can cover the following scenarios:

New products enter the existing field: for example, an electronics company wants to launch a smart watch, it needs to conduct research and analysis on the target market, competitors, consumer demand, etc., and formulate appropriate pricing, channel, marketing and other strategies.

Existing products enter new areas: For example, if a food company wants to expand its flagship products into the field of health food, it needs to study and evaluate the policies and regulations, industry trends, consumer preferences, etc. in this field to determine whether there are opportunities and potential, and how to innovate and differentiate products.

New business investment: For example, if a financial company wants to invest in an Internet healthcare platform, it needs to conduct in-depth analysis of the platform's business model, profitability, competitive advantages, etc., evaluate investment returns and risks, and propose optimization suggestions and cooperation plans.

Enter a new region: For example, if a clothing brand wants to expand overseas markets, it needs to investigate and understand the cultural background, consumption habits, market size, etc. of the target country or region, and formulate adaptive brand positioning, product design, and channel layout. And other strategies.

foreign enterprises/Product entry into China: For example, if a foreign automobile company wants to enter the Chinese market, it needs to conduct a comprehensive research and analysis of China's automobile industry, policy environment, consumer demand, etc. to determine whether there are market opportunities and competitiveness, and how to localize and regularize.

Features of 1.2 market entry consultation

Market entry consulting has the following characteristics:

Objectivity: market entry consultation needs to be based on a large number of first-hand and second-hand data, through scientific methods and models, objective analysis and evaluation, to avoid subjective bias and misjudgment.

comprehensiveness: market entry consultation needs to consider all aspects and links of market entry from macro and micro perspectives, including market overview, industry status, competitive landscape, opportunity risk, investment feasibility, entry point suggestions, etc.

Targeted: market entry consulting needs to develop personalized research programs and solutions according to different customer needs and goals, and provide targeted suggestions and guidance, rather than a one-size-fits-all general template.

Innovation: Market entry consulting requires innovative thinking and ability to discover and grasp market changes and opportunities, put forward new and valuable ideas and suggestions, and help customers achieve differentiation and advantage.

1.3 Market Entry Consulting Process

Market entry consulting generally includes the following steps:

Project preparation: Confirm project requirements, objectives, scope, time, etc. with customers, sign contracts and confidentiality agreements, develop research outlines and interview plans, and allocate resources and tasks.

Data collection: through first-hand data (such as interviews, questionnaires, field visits, etc.) and second-hand data (such as networks, reports, databases, etc.) to collect relevant information, data cleaning and sorting.

Data analysis: through quantitative analysis (e. g. statistical analysis, regression analysis, predictive analysis, etc.) and qualitative analysis (e. g.SWOTanalysis,PESTanalysis, Porter's five forces analysis, etc.) to dig and interpret the data in depth to draw conclusions and insights.

Report writing: according to the analysis results, write a report with clear structure, complete content, rigorous logic and refined language, including summary, body, appendix and other parts, and accompanied by charts, diagrams and other auxiliary instructions.

Report delivery: Submit reports to customers, and make oral or written reports and explanations, answer customer questions and doubts, collect customer feedback and evaluation.

Responsibilities, skills and qualities of 2. market entry consultants

2.1 Market Entry Consultant's Duties

Market entry consultants are professionals engaged in market entry consulting services. They are responsible for the following responsibilities:

Communicate with customers, understand customers' needs and goals, develop appropriate research programs, and sign contracts with customers.

Collect and organize relevant data, use professional knowledge and methods to analyze the data, and draw conclusions and opinions.

Write and submit high-quality reports, report and explain, answer customer questions and doubts, and collect customer feedback and evaluation.

Maintain a good relationship with customers, provide follow-up tracking services and support to customers, establish their own customer resources and personal brand.

Continuously learn and update industry knowledge and market information to improve their professional level and competitiveness.

2.2 Market Access Consultant Skills

Market entry consultants need to have the following skills:

Industry knowledge: master the background, development, trends, rules, opportunities, risks, etc. of the relevant industry, and be able to conduct a comprehensive and in-depth analysis and evaluation of the industry.

Market insight: able to keenly discover and grasp market changes and opportunities, and be able to accurately and effectively judge and predict market demand, competitors, consumer behavior, etc.

Analytical skills: Able to use professional methods and models to clean, organize, analyze and interpret large amounts of data, and be able to extract valuable conclusions and insights from the data.

Communication skills: able to communicate effectively with customers, colleagues, experts, etc., able to clearly express their views and suggestions, able to listen to and understand the needs and opinions of others.

Report writing ability: able to write a report with clear structure, complete content, rigorous logic and refined language, accompanied by charts, diagrams and other auxiliary instructions, able to report and explain to customers.

Innovation ability: be able to have innovative thinking and ability, be able to put forward new and valuable ideas and suggestions to help customers achieve differentiation and advantage.

Quality of 2.3 Market Entry Consultants

Market entry consultants need to have the following qualities:

Business awareness: able to understand the business goals and challenges of customers, and to provide customers with solutions and suggestions that are conducive to their business success from a business perspective.

Professionalism: Able to maintain a high level of professionalism and ethical standards, able to provide high-quality services to customers, able to comply with contracts and confidentiality agreements, and not to disclose customer information.

Teamwork: able to collaborate effectively with colleagues, experts, etc., able to share information and experience, able to support and help each other, and jointly complete project tasks.

Learning ability: be able to continuously learn and update industry knowledge and market information, be able to actively seek feedback and suggestions, and be able to continuously improve their professional level and competitiveness.

Resilience: able to adapt to different project needs and environmental changes, able to flexibly adjust their own strategies and methods, and able to effectively solve the problems and difficulties encountered.

Career Development Path and Promotion Mechanism of 3. Market Entry Consultants

3.1 Market Entry into the Career Development Path of Consultants

The career path of market entry consultants is generally divided into the following stages:

Junior Counselor (Associate Consultant): Generally, they are consultants who have just entered the industry or have one to two years of working experience. They are mainly responsible for data collection, collation and analysis, as well as part of the work of report writing. They need to complete project tasks under the guidance of senior consultants or project managers. They need to continuously learn and accumulate industry knowledge and market information to improve their professional level and analysis ability.

Senior Consultant (Senior Consultant): Generally, they are consultants with three to five years of working experience. They are mainly responsible for the main work of data analysis, report writing and reporting, as well as communication and coordination with customers. They need to have strong industry knowledge, market insight, communication ability and report writing ability, be able to complete project tasks independently, and be able to guide and lead junior consultants.

Project Manager (Project Manager): Generally, they are consultants with five to eight years of working experience. They are mainly responsible for the overall planning, management and control of the project, as well as the maintenance and development of the relationship with customers. They need to have strong business awareness, innovation ability, teamwork ability and adaptability, need to be able to lead and manage senior consultants and junior consultants, and need to be able to bear greater project risks and responsibilities.

Partner (Partner): Generally, they are consultants with more than eight years of working experience. They are mainly responsible for the strategy formulation, business development and personnel training of the company or department, as well as the cooperation and negotiation with important customers. They need to have strong leadership, influence, resource integration ability and crisis management ability, and need to be able to communicate and publicize on behalf of the company or department, It needs to be able to bear greater risks and responsibilities of the company or department.

3.2 Market Entry into the Promotion Mechanism of Consultants

The promotion mechanism of market entry consultants generally depends on the following factors:

Professional level: refers to the consultant's mastery and application level in industry knowledge, market insight, analytical ability, etc., generally measured by assessment or evaluation.

Work experience: refers to the degree of accumulation of the number, type, scale, etc. of projects in the field of market entry consulting, generally evidenced by project files or resumes.

Customer evaluation: refers to the customer feedback and evaluation obtained by consultants in the process of providing services to customers, generally obtained through customer satisfaction surveys or recommendation letters.

Personal brand: refers to the personal image and reputation established by consultants in the market entry consulting field, which is generally displayed through personal websites, blogs, social media and other channels.

Employment opportunities and income levels for 4. market entry consultants

4.1 market access to employment opportunities for consultants

Market entry consultants can seek employment in the following types of institutions or organizations:

Market entry consulting company: This is the main employment place for market entry consultants. Such companies specialize in providing market entry consulting services for customers. Generally, they have a relatively complete research system and management mechanism, as well as more project opportunities and customer resources, such as Huaxin Consulting, Shangpu Huatai Consulting, etc.

Comprehensive consulting company: This is another employment option for market entry consultants. Such companies provide various types of consulting services, including strategic consulting, management consulting, investment consulting, etc. Market entry consulting is only one of the business sectors. Generally, there are higher professional requirements and competitive pressures, as well as a wider development space and learning opportunities, such as McKinsey, Bain, Boston, etc.

Industry research institutions: This is another employment option for market entry consultants. This type of institution focuses on research and analysis of a certain industry or field, and provides relevant reports, data, consulting and other services. Market entry consulting is important One of the business content, generally has deeper industry knowledge and market information, as well as more partners and industry resources, such as iResearch Consulting, Analysys Think Tank, etc.

Internal department: This is another employment option for market entry consultants. This type of department belongs to the internal organization of a certain company or group, and is responsible for providing companies or groups with market entry-related research and suggestions. Generally, it has a strong company Culture and values also have greater influence and sense of responsibility, such as the Strategic Development Department of Alibaba Group, the Investment and Acquisition Department of Tencent Group, etc.

4.2 market entry consultant's income level

The income level of market entry consultants is affected by several factors:

Institutions or organizations: Different types and sizes of institutions or organizations have different standards and ranges for the salary levels of market entry consultants. Generally speaking, the salary levels of comprehensive consulting companies and internal departments of large enterprises are higher, and the salary levels of market entry consulting companies and industry research institutions are lower.

Region: the level of economic development and consumption in different regions have different effects on the salary level of market entry consultants. Generally speaking, the salary level of first tier cities and developed regions is higher, while that of second tier cities and less developed regions is lower.

Work experience: Work experience is one of the important factors that affect the salary level of consultants entering the market. Generally speaking, the more work experience, the higher the salary level, and vice versa.

Number and quality of projects: The number and quality of projects is one of the other important factors that affect the salary level of consultants entering the market. Generally speaking, the higher the number and quality of projects, the higher the salary level, and vice versa.

Based on the above factors, the level of compensation for market entry consultants can be broadly divided into the following grades:

Junior Consultant: Generally3million-10Ten thousand RMB/years, with an average6Ten thousand RMB/Year.

Senior Consultant: Generally10million-30Ten thousand RMB/years, with an average20Ten thousand RMB/Year.

Project Manager: Generally30million-80Ten thousand RMB/years, with an average50Ten thousand RMB/Year.

Partner: generally80million-300Ten thousand RMB/years, with an average150Ten thousand RMB/Year.

Successful Cases and Experience Sharing of 5. Market Entry Consultants

Successful Cases of 5.1 Market Entry Consultants

The following are some successful cases of market entry consultants for reference:

Consulting project of a foreign automobile company entering the Chinese market: the company is a well-known automobile brand in Europe. If it wants to enter the Chinese market, it has commissioned a comprehensive consulting company to conduct market entry consultation. Through comprehensive research and analysis of China's automobile industry, policy environment, consumer demand, etc., the consulting company has determined the opportunities and competitiveness of the Chinese market, as well as how to localize and regularize. The consulting firm also developed appropriate brand positioning, product design, channel layout and other strategies for the company, and provided implementation advice and support. As a result of the project, the company successfully entered the Chinese market and achieved a good market share and brand awareness in the short term.

A consulting project for a food company to enter the field of health food: the company is a well-known food brand in China. It wants to expand its main products to the field of health food, and commissioned an industry research organization to conduct market entry consultation. Through research and evaluation of policies and regulations, industry trends, consumer preferences, etc. in the field of health food, the research organization identified opportunities and potential in this field, as well as how to innovate and differentiate products. The research organization also provides the company with relevant market data, competitor analysis, channel recommend and other information, as well as marketing advice and tracking services. As a result of the project, the company has successfully launched a new healthy food product, which has received good response and sales in the target market.

Experience Sharing of 5.2 Market Entry Consultants

The following are some experiences shared by market entry consultants for reference:

Market entry consultants need to have a wealth of industry knowledge and market insight, which requires continuous learning and updating of relevant information and data, as well as communication and communication with industry experts, colleagues, customers, etc.

Market entry consultants need to have strong analytical ability and report writing ability, which requires the use of professional methods and models, objective, comprehensive, targeted and innovative analysis of the data, and the analysis results to clear, complete, rigorous and refined language expression, and accompanied by charts, diagrams and other auxiliary instructions.

Market entry consultants need to have good communication skills and business awareness, which requires building a relationship of trust and cooperation with customers, understanding their needs and goals, providing them with solutions and suggestions conducive to their business success, and collecting customer feedback and evaluation in a timely manner.

Market entry consultants need to have team cooperation ability and adaptability, which requires effective cooperation with colleagues and experts, sharing information and experience, mutual support and help, jointly complete project tasks, and be able to adapt to different project needs and environmental changes, flexibly adjust their own strategies and methods, and effectively solve the problems and difficulties encountered.

Market entry consultants need to have professionalism and learning ability, which requires maintaining a high degree of professional standards and ethical standards, providing high-quality services to customers, abiding by contracts and confidentiality agreements, not disclosing customer information, and constantly seeking feedback and suggestions to continuously improve their professional level and competitiveness.

Conclusion

Market entry consulting is an interesting and challenging profession. Market entry consultants need to have a variety of skills and qualities in order to provide high-quality services to customers. Career development and opportunities for market entry consultants depend on their level of expertise, work experience, customer reviews and personal branding. Market entry consultants can seek employment opportunities in institutions or organizations of different types and sizes, and obtain corresponding income levels according to their abilities and performance. Market entry consultants can learn from the practices and experiences of others by referring to successful cases and experience sharing, so as to improve their own level and competitiveness. Market entry consulting is an ever-changing and innovative discipline. Market entry consultants need to maintain a learning and updated attitude in order to succeed in this field.