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Enter the Chinese Market with a Competitive Advantage

Client Problem: Enter the Chinese Market with a Competitive Advantage
A semi-durable products firm had just concluded a global market assessment and had selected China as their greatest investment opportunity. They realized they required a "deep-dive" understanding of the market from multiple angles before setting forth a strategy for entry. Some of the firm's competitors were already selling in China, while others had tried unsuccessfully to penetrate the country.

Global Insight Approach: Assess and Recommend
Global Insight amassed a substantial array of quantitative and qualitative insights to ground our client's strategy, and then built a comprehensive assessment of the market. Dimensions explored included:
  • The Chinese consumer and forecast for the next 15 years, focusing on age, income, consumption, wealth, education, and urbanization statistics, as well as qualitative insights into changing consumption patterns.
  • Tailored insights into the economic, political, legal, tax, security, and operational criteria the client needed to account for.
  • Primary (survey) research into targeted Chinese consumers' category and channel purchase behavior and intent.
  • Key regional and metropolitan area assessments so investments could be properly targeted.
  • Retailer and channel dynamics to give our client a clear understanding of the operational reality on the ground regarding merchandising, logistics, and competitive positioning at key retailers.
Outcome: A China "Briefing Book" and Presentation
Our client received a customized understanding of the Chinese market for their products in the form of an accessible "briefing book" that was suitable for executive decision-makers. Moreover, Global Insight convened a gathering of their executive management in a seminar-style presentation of the results to enable fruitful discussion of the implications for their strategy. The client then had compelling reasons to enter the market and the market knowledge to develop a successful strategy for entry.


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