Project background:

Customer is a professional engaged in wool textile processing enterprises, mainly producing wool, cashmere, blended textiles, products are mainly sold to the domestic market. Customers hope to expand new market space and enhance brand awareness and competitiveness with the help of domestic consumption upgrading and the rise of national tide culture.

Customer pain points:

Customers face the following major issues:

-Wool textile industry is highly competitive, the market concentration is low, and customers lack core competitiveness and differentiation advantages;

-Customers lack in-depth understanding and research on the needs, scale, trends and competitive landscape of the target market, and are unable to formulate effective market entry strategies;

-Customers lack professional marketing capabilities and channel resources to effectively promote and distribute products and improve brand influence.

Project purpose:

In August 2023, the client commissioned Shangpu Consulting to provide market entry strategy consulting services to help the client achieve the following objectives:

-Evaluate the customer's current product, brand, organization, financial and other aspects of the strengths and weaknesses, determine the customer's core competitiveness and development direction;

-Research the demand characteristics of the target market, market size, growth potential, competitive situation, risk factors, etc., to determine the customer's target market segments and target customer groups;

-Develop customer market entry strategies, including product positioning, pricing strategies, channel strategies, promotion strategies, etc., to provide customers with feasible implementation plans and recommendations;

-Evaluate the expected effects and benefits of the client's market entry strategy, and provide the client with quantifiable evaluation indicators and monitoring mechanisms.

Research object:

The research objects of this project include the following three categories:

-Customer internal personnel: including senior managers, product managers, marketing managers, etc., to understand the customer's strategic objectives, product characteristics, brand image, organizational structure, financial situation, etc;

-Target market related personnel: including potential consumers, distributors, industry experts, etc., to understand the target market demand trends, consumer preferences, purchase behavior, channel characteristics, industry trends, etc;

-Relevant personnel of benchmarking enterprises: including managers, employees and partners of benchmarking enterprises, to understand the product advantages, price strategy, channel layout and promotion activities of benchmarking enterprises.

The project plans to use a variety of research methods, including research, questionnaires, observation, etc., the total number of research objects is expected to be about 100 people.

Project Content:

This project mainly includes the following four phases:

-Phase I: Project initiation. Communicate with customers to confirm the project scope, objectives, schedule, etc., establish a project team and communication mechanism, collect and study existing relevant information from users.

-Phase II: Status survey. Through research and data research, evaluate the current internal situation and external environment of customers, identify the advantages and disadvantages of customers, and determine the core competitiveness and development direction of customers.

-Phase III: Strategy development. Through research and data research, research the opportunities and challenges of the target market, determine the customer's target market segment and target customer base, formulate the customer's market entry strategy, including product positioning, price strategy, channel strategy, promotion strategy, etc., and provide feasible implementation plans and suggestions.

-Phase IV: Evaluation of effects. Through research and data research, evaluate the expected effects and benefits of the client's market entry strategy, provide the client with quantifiable evaluation indicators and monitoring mechanisms, summarize the project results and lessons learned, and make recommendations for follow-up improvement and support.

Project Value:

-Help customers to understand the needs, scale, trends, competitive landscape, etc. of the target market, providing customers with valuable market information and insights;

-Help customers formulate market entry strategies that meet their own advantages and target market characteristics, and provide customers with targeted strategic guidance and operational recommendations;

-Help customers to evaluate the expected effects and benefits of market entry strategies, and provide customers with based decision support and risk control;

-Helping customers to enhance brand awareness and competitiveness, bringing new market space and growth opportunities to customers.