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Winning the Advantage in New Global Markets

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

Our Approach: Assess and Recommend
Global Insight amassed a substantial array of quantitative and qualitative insights to ground our client's strategy in a comprehensive assessment of the market. Dimensions we 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 economic, political, legal, tax, security, and operational criteria to be taken into account
  • Primary (survey) research into targeted Chinese consumer category- and channel-purchase behavior and intent
  • Key regional and metropolitan area assessments to help target investments properly
  • Retailer and channel dynamics to provide a clear understanding of the operational reality regarding merchandising, logistics, and competitive positioning at key retailers
The Answer: A China "Briefing Book" and Presentation
Our client received a customized understanding of the Chinese market for their products in the form of a "briefing book" suitable for executive decision-makers. Global Insight also conducted a seminar-style presentation of the results to the client's executive management to facilitate fruitful discussion of their strategy's implications. This gave the client compelling reasons to enter the market, along with the market knowledge to develop a successful entry strategy.


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