Project background:

An international excavator brand is one of the world's leading construction machinery manufacturers, with a variety of models of excavator products, suitable for different engineering scenarios. The brand has a high market share and brand awareness in developed markets such as Europe and the United States, but it is facing fierce competition and low recognition in the Chinese market. In order to enhance its performance and influence in the Chinese market, the brand decided to seek professional market entry consulting services to develop appropriate market strategies and marketing programs.

Customer pain points:

The main pain points faced by the brand in the Chinese market are as follows:

The scale of China's excavator market continues to rise, mainly due to the government's vigorous development of infrastructure construction and increased demand for the excavator industry.2020The market size of China's excavator industry reached5294.27Billions of dollars, expected2026The year will reach near3000Billions of dollars. This provides a huge market opportunity for the brand, but it also means that it needs to compete with many domestic and foreign competitors in the market.

China's excavator market is dominated by domestic brands, with the shares of domestic, Korean, Japanese and European and American brands respectively.69%、7%、9%、15%. After years of technology accumulation and localization, domestic brands have formed strong competitiveness and market recognition, especially in the low-end market and small excavator field. As a European and American brand, the brand needs to compete with domestic brands in terms of product performance, price and service, and enhance its advantages in the high-end market and large excavators.

China's excavator market demand diversification, different regions, different industries, different customers on the excavator product needs and preferences are different. The brand needs to conduct market segment analysis and target customer positioning according to the characteristics and changes of the Chinese market to provide products and services that are more in line with customer needs and expectations.

Project purpose:

The main purpose of the project is to provide the brand with a comprehensive, systematic and feasible Chinese market entry strategy consulting program, including the following aspects:

Market analysis: In-depth analysis of China's excavator market, including market size, growth trends, competitive landscape, customer demand, policies and regulations, etc., to understand the current market situation and development potential.

Competitive analysis: A detailed analysis of the brand's main competitors in the Chinese market, including product characteristics, pricing strategies, channel layout, marketing activities, advantages and disadvantages, etc., to identify competitive advantages and disadvantages.

Target analysis: According to the results of market analysis and competition analysis, set clear market entry objectives for the brand, including target market, target customers, target products, target share, etc., in order to clarify the direction and focus of market entry.

Strategy formulation: According to the market entry goal, formulate specific market entry strategies for the brand, including product strategy, price strategy, channel strategy, marketing strategy, etc., to determine the methods and means of market entry.

Implementation plan: According to the market entry strategy, formulate a detailed market entry implementation plan for the brand, including timetable, resource allocation, risk assessment, monitoring and evaluation, etc., to ensure the smooth implementation and effect evaluation of market entry.

Research object:

The research objects of the project mainly include the following categories:

Market data: By collecting and sorting out various public market data and reports, such as the National Bureau of Statistics, China Construction Machinery Industry Association, industry media, industry research institutions, etc., to obtain basic information and data on the Chinese excavator market.

Competitors: Analyze competitors' official websites, social media, news reports, and customer reviews to obtain competitors' product information, price information, channel information, and marketing information.

Potential customers: Through interviews or questionnaires with potential customers in different regions, different industries, and different sizes, we can obtain information on the needs, preferences, and purchasing behavior of potential customers.

Industry experts: Through interviews or consultations with experts or consultants in the industry to obtain professional knowledge and opinions in the industry.

Project Content:

The main contents of the project include the following parts:

Market analysis report: a comprehensive analysis of China's excavator market, including market status, market size, market growth trend, market segmentation structure, market demand characteristics, market competition pattern, market policies and regulations, etc., and put forward market opportunities and challenges.

Competitive analysis report: a detailed analysis of the brand's main competitors in the Chinese market, including the current situation of competitors, competitor product characteristics, competitor price strategy, competitor channel layout, competitor marketing activities, competitor advantages and disadvantages, etc., and put forward competitive advantages and disadvantages.

Target analysis report: According to the results of market analysis and competition analysis, a clear market entry target is formulated for the brand, including the basis and method of target market selection, the basis and method of target customer selection, the basis and method of target product selection, the basis and method of target share determination, etc., and the feasibility and difficulty of the target are put forward.

Strategy development report: according to the market entry goal, formulate specific market entry strategy for the brand, including product strategy (such as product positioning, product innovation, product differentiation, etc.), price strategy (such as price positioning, price elasticity, price promotion, etc.), channel strategy (such as channel selection, channel management, channel incentive, etc.), marketing strategy (such as marketing goal, marketing mix, marketing budget)

Implementation Plan Report: Develop a detailed market entry implementation plan for the brand based on the market entry strategy, including timetable (such as project start, project completion, project evaluation, etc.), resource allocation (such as personnel division, capital investment, equipment procurement, etc.), risk assessment (such as market risk, competition risk, policy risk, etc.), monitoring and evaluation (such as monitoring indicators, evaluation methods, evaluation standards, etc.), and put forward implementation suggestions and matters needing attention.

Project Value:

The main value of the project has the following aspects:

To provide customers with a comprehensive, systematic and feasible Chinese market entry strategy consulting program, to help customers understand the opportunities and challenges of the Chinese market, to develop clear market entry objectives and strategies, to develop a detailed market entry implementation plan, for customers in the Chinese market to lay a solid foundation for success.

Provide customers with professional market analysis and competitive analysis, help customers to understand the current situation and development potential of China's excavator market, identify customer needs and preferences, analyze the strengths and weaknesses of competitors, find out the competitive advantages and differentiated competition points of customers, and provide customers with targeted products and services.

Provide customers with innovative product strategies and marketing strategies to help customers position, innovate and differentiate products to meet the needs of different market segments and target customers, and improve product performance, quality and value.;In terms of marketing objectives, portfolio, budget formulation, in order to effectively convey product and brand information, enhance brand awareness, reputation, loyalty.