* Market Size and Segmentation
* Market Entry Research
* Channel Research
* Competitive Research
* End User Research
Market Size and Market Segmentation
Service Introduction
Market size and segmentation help you know the precise size of the market you are interested in, enabling you to accurately evaluate the current market situation and future development, and establish market strategies with our data support.
* Market Size: How big is the potential market?
* Market Segmentation: How big is the exact market for you? Where are your clients in terms of industrial sectors and regions? Which types of clients will you focus in marketing strategy?
Applications
We provide service on the market size and segmentation for all types of markets and participants. This knowledge is particularly important in highly competitive markets. Our clients can compete better and gain advantages in the market by performing properly in a competitive environment.
The market size and segmentation research service is applicable to
* Full competition markets, monopoly markets, markets of diversified maturity (start-up stage, growth stage, maturity stage, decadence stage and innovation stage);
* Service or product suppliers, new entrants, existing market performers, leading enterprises and emerging enterprises
Service Content
We use all analysis methods to provide a more precise market size and segmentation research
Market Size
This section comprises research on the total size of target products or industries, including output and production values of the target products and industries in specific periods. The market size analysis provides the precise picture of production, sales, storage, import and export on the select markets. The market size is studied in many ways:
* Supply-end Market Size - through interviews with suppliers and industry experts. This method is used for numerous and dispersed downstream industries.
* Demand-end Market Size ¨C through interviews with end-users, by making stratified sampling with consumers. This method is used for downstream markets that are fairly simple with concentrated applications.
* Demand and Supply-end Size Cross-Check ¨C the market size is calculated using both methods for cross-check and verification. This method is used for relatively monopolized products or industries, with concentrated supply and consumption.
Market Segmentation
Market segmentation is used to segment the total market size, by one or more variables, according to the downstream consumption sectors, applications, product types, consumption regions or product grades.
The market segmentation is done depending on the product/industry characteristics and actual situation. Market segmentation must be done after fully understanding the market instead of optionally segment the total market size.
Service Advantage
* Rich Research Experience: TD.Fortune Consulting has a rich experience in market size and market segmentation research in the automotive, machinery, medical care, B2B, chemical industries and energy sectors.
* Professional Research Talents: TD.Fortune Consulting has gathered a large number of professional talents studying the automotive, machinery, medical care, B2B, chemical industries and energy sectors.
* Large Database System: TD.Fortune Consulting has a huge database system, comprising industrial enterprise census data, China macroeconomic statistical data, industrial statistical data and regional economic data. This provides a significant data support for the market size and segmentation research.
* Powerful Data Collection Network: TD.Fortune Consulting has 200 local data collection agencies, rich experience of more than 300,000 business interviews and basic data verification of nearly one million businesses. This ensures sound performance for the market size and segmentation research.
Market Entry Research
Service Introduction
With the market access research and consulting services, TD.Fortune Consulting helps clients find out business opportunities and set up reliable strategies on their investment.
It helps clients:
* Discover market opportunities and threats
* Understand the market competition
* Study the channel structure
* Settle down potential consumption groups
Applications
Renewable Energy Market£¬Architecture/building Materials, Chemical Industry, Industrial products, Pharmaceutical Industry, Construction Market, Fast Consumable, and Luxury Products Sectors
Service Content
The service comprises the following elements:
Markets
* Current and future market (size, regional distribution and development trends)
* Factors affecting the market development (PEST analysis)
Competition Assessment
* Market competition trends (price competition, brand competition, channel competition and others)
* Competition trends by region
* Measures, advantages and disadvantages of competitors in strategic layout, marketing management and channel structure
* Opportunities and threats in the competition
Products
* Product types
* Products features
* Market shares and future development trends by product type
* Proportions and features of products used by region and users
* Replacement trends regarding advantages and disadvantages of the products
Consumers
* What types of consumers there are?
* What are their attitude and perceptions (why do they need or reject products/services)?
* What products and services do they like most?
* What is their feedback and perception of the existing products and services?
* What are their usage features?
* What are their purchasing features?
Service Advantage
* Fully understand industrial and product markets and provide clients with comprehensive and profound information to enter the market.
* Fully analyze market competitions and user requirements to provide clients with precise opinions to enter the market.
Channel Research
Service Introduction
Channel hereby means the process of delivering products from manufacturers to wholesalers, retailers and end users. Channel research may be separated into the circulation market survey and retail market survey, according to the commodity circulation order.
The circulation market survey normally circles around the choice of the highest level dealers, while the retail market survey focuses on selecting key end-users and their composition.
Channels are decided in consideration of the following two items:
* Select Product and all its channels;
* Select Brand of the products of a manufacturer.
Crucial Issues with Channel Research
* How to plan channels
* How to choose dealers
* How to control channel costs
Service Content
Main Analysis Indexes for Channel Research
* Channel structure and power: find out key channels
* Competitions among the channels: select the best channels
* Market infiltration rate of the channels: weigh the capacities of the channels
* Product circulating speed and profit rates at each channel: inspect the efficiency of the channels
* User purchasing habits and satisfaction: weigh channels' current situations and future potential from the perspective of users
Channel Structure
Competitive Research
Service Introduction
Competitive research focuses on the external factors influencing enterprises' strategies and policies. The industry's environment is critical for a company's operations. Businesses need to have a comprehensive assessment of the environment and their own situation in it in order to set up proper strategies and policies.
The industry's environment refers to the relationships between customers, suppliers and competitors. Analysis of the industrial environment reveals opportunities, threats, and crucial factors for success in the industry, helping businesses to establish strategies and policies.
Businesses have to understand their competitors when establishing strategies and policies. By analyzing the competition, they can find out what strategies are feasible and successful, and how competitors would react to potential changes in the industry, what measures they would undertake in the new environment.
Service Content
Industrial Competition Analysis
Large differences exist between different industries: economic characteristics, competitive environment and future profit potential. The industry's economic characteristics depend on the total market demand and growth, the rate of technology changes, the market's geographical limits, the volume and size of buyers and sellers. All this together with the degree of economies of scales and their impact on cost as well as whether the product is simple or diversified, determines the structure of distribution channels.
Industries also differ in terms of the competition level, including price, product quality, performance and specifics, services, advertisement and promotion, as well as product innovation. In some industries price is the main basis of competition, in other, it is quality or product performance, or brand image and reputation.
The future profit room in an industry largely depends on the economic characteristics, competitive environment and their development trends. Enterprises with great performance will hardly win satisfying profits in industries of poor development. In contrast, small enterprises might achieve admirable operation results in attractive industries.
Industrial analysis focuses on the following aspects:
* Market Size
* Market Segmentation
* Market Structure
* Industrial Value Chain
* Products and Technologies
* Marketing Channels
* Policy and Legal Environment
* Development Trends
Competitor Analysis
Competitors are only these enterprises that are strong enough to compete with our own business. As such, an analysis on competitors should focus on the right target, rather than equally discussing all enterprises.
Competitor analysis comprises the following elements:
* Background and Operations
* Management and Organization Structure
* Sales Performance
* Financial Situations
* Production and Development
* Marketing Strategy
* Future Development Strategy
Analysis Methods and Models
Analysis of the Porter's Five Forces
The key factor for a business' profitability is the ¡°Industrial Attractiveness¡±. Enterprises must fully understand the competition principles determining the industrial attractiveness in order to set up competition strategies. The Porter's Five Forces analyze the competition in five specific aspects that impact the product price, costs, necessary investment, and determine the industry structure and profitability.
* Threats to New Entrants: What are the barriers to entry in the industry and their level?
* Threats to Substitute Products or Services: Are products or services easily replaced, particularly products of low technological contents?
* Bargaining Power of Suppliers: The influence that suppliers can exert on the industry and product prices. Are there any powerful suppliers?
* Bargaining Power of Buyers: The impact that buyers have on the industry and product prices, the amount of orders
* Competitive Rivalry among Existing Firms: Are there any powerful competitors in the market, any dominating firms in terms of strength and size? Are competitors all equal?
SWOT Analysis
SWOT is a strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities and Threats involved in a project or in a business venture. It is a very objective and precise method applied to evaluate the actual performance of a business unit and is largely used in organization management and strategic planning.
|
Strengths |
Weaknesses |
|
* Your specialist marketing expertise
* Access to all natural resources
* Patent rights
* A new, innovative product or service
* Business location
* Competitive costs from independent intellectual properties
* Competitive quality flow and control
* Competitive brands and reputation |
* Lack of marketing expertise and experience
* Undifferentiated products and services (compared with rivals)
* Business locations
* Distribution channels overtaken by rivals
* Poor quality goods or services
* Poor business reputation |
|
Opportunity |
Threat |
|
* Growing emerging markets (China and Internet)
* Merger, joint ventures or strategic alliances
* Moving into new segmented markets
* New international markets
* Loosened government control
* Eliminated international trade barriers
* A market vacated by an ineffective competitor |
* New rivals in the market
* Price wars with competitors
* Rivals develop new, innovative products or services
* The government sets new restrictive rules
* New trade barriers emerge
* Potential tax burdens introduced on your products or services |
Confrontation matrix can be used to combine internal and external factors in the SWOT analysis for an in-depth analysis.
|
|
Opportunity |
Threat |
|
Strengths |
Offensive
Make the most of these |
Adjust
restore strengths |
|
Weaknesses |
Defensive
Watch competition closely |
Survive
Turn around |
BCG Matrix
BCG Matrix labels all the strategic business units (SBUs) in an organization in a two-dimensional matrix map to show which SBU provides high potential incomes and which SBU is the funnel of the organizational resources.
Businesses must have a product mix with diversified growth rates and market shares, if they expect success. The composition of the mix rests with balance of cash flows.
* Star (=high growth, high market share)
>> Star products use large amount of cash investment. They lead the market and generate large amounts of cash.
>> Star products frequently stay in balance on net cash flow. In order to keep and expand market share, it is worthwhile to make any efforts and investment. As they have taken up large market share, the businesses will be rewarded with a cash cow.
* Cash Cows (=low growth, high market share)
>> Cash cow products generate high profit and cash. They need low investment, because of the low growth rate.
>> Cash cows are normally stars of yesterday, serving as the basis of business operations.
* Dog (=low growth, low market share)
>> Try all means to avoid or minimize the amount of dog operations
>> Beware of expensive ¡°turn-around plans¡±
>> If dogs cannot deliver cash, liquidate them.
* Question Mark (=high growth, low market share)
>> Question mark products have the worst cash characteristics of all, because high demands and low returns, due to low market share.
>> If nothing is done to change the market share, they will absorb large amounts of cash.
>> Our strategy to question mark products: either sell them out or make no more investment and allow them to develop freely, so as to get cash. Increase market share or deliver cash.
There are some other methods in actual use, as represented by
* Key success factor analysis
* Experience curve analysis
* Strategic group map
* GE matrix
* Mckinsey 7S Model
* Value chain analysis
* Benchmarking
* Patent analysis
All these theories and analysis tools will only facilitate decision-makers to better understand the facts and logic of the matter. They cannot replace the creativity of decision-makers.
End-User Research
Service Introduction
TD.Fortune Consulting's User Research focuses on the consumption behaviors and purchasing decision-making process of group users. Group users include the government, enterprises, and medical and education institutions. We do extensive research on their use habits, behavior, brands and customer satisfaction.
Applications
Group User Research mainly covers the sectors of IT, Logistics, Express Delivery, Automobiles, Insurance, Mechanical and Electrical, and Medical Care. It helps manufacturers in these sectors understand group clients' consumption, purchasing procedures and satisfaction with the services.
Service Content
* Use Habits and Attitude (U&A)This service offers information on consumers' use and purchasing habits, and their attitude towards the products and brands. It also offers data and analysis on the market competition and brand use at the demand-end.
* Brand Research
Provide clients with information about their brand image, competitive brands, brand priorities of consumers and group users, so as to settle or re-settle brand images and values. The research includes brand tracking, brand testing, brand loyalty, brand imperfection, brand orientation and brand association.
* Customer Satisfaction
Comprises information about the degree of customers' satisfaction with products and services, including major evaluation indexes as customer satisfaction degree, loyalty, complaint and recommendation by other users.
Service Advantage
* TD.Fortune Consulting's Group User Research is done using the company's enterprise databases. TD.Fortune Consulting has an enterprise database containing information on five million enterprises and institutions covering all industrial sectors of Mainland China. In addition, TD.Fortune Consulting has formed its own IT enterprise contact person database, executive database, and human resources management database in the past 10 years, which enables the business to effectively supply company lists for samples for group research.
* TD.Fortune Consulting has a significant data collection network and interview execution capacity. It covers Mainland China, except for Tibet. TD.Fortune Consulting has the country's earliest and largest computer-aided telephone interview system (CATI). The program may be implemented in diversified modes, such as face-to-face interviews, in-depth interviews, telephone interviews and on-line research.
* TD.Fortune Consulting has a large number of professional researchers and user research-related models.
* TD.Fortune Consulting has provided services to P&G, SAP, GM, Lenovo, and other top 500 global enterprises and the government, and has accumulated rich research experience.
