What is your business and marketing strategy in China? How to successfully coordinate your marketing operation when entering China’s market? How to adapt your business model and client acquisition strategies in China? These are questions that any Western company should be asking when expanding their activities in China. To optimize your business and marketing strategy in China, Daxue Consulting promotes a tailored step-by-step approach.
Daxue Consulting is a China-based strategy firm aiming to support international brands in their business operations in China. Strongly data-driven, through our market research capabilities in China, our team focuses on providing a close-to-market strategic approach that is specific to your needs and never generic to the industry. We have capabilities to support your strategic approach with a national coverage as well as to provide a more focused, city-level approach with business strategy adapted for Beijing, Shanghai, Tianjin, Shenzhen, Chengdu or any tier-1 to -5 in China.
According to Gerry Johnson and Kevan Scholes, the writers of Exploring corporate strategy, strategies determine operational directions and allocation of resources required to match the market needs. Daxue Consulting promotes a pragmatic and data-driven allocation of these resources, which by their very nature are constrained.
To better allocate these resources and, therefore, optimize your business and market strategy in China, Daxue Consulting favors a segmentation approach. We strive to divide your final marketing aim into a multitude of scaled objectives. For instance, to improve one’s market share in a consumer product industry, our team starts with the identification of key segments of potential consumers and the quantification of them. This segmentation will enable the design of specific marketing strategies targeting each segment accordingly. Overall, it allows the significant rise of the total market share. Marketing strategy aims can also include sales acceleration, branding, social media reach, sale channels turnaround and so on.
Business strategies are decided according to your company’s identity, as well as identified market opportunities. This combination will create a competitive edge for the company. Along with a strong understanding of a client’s resources, business strategy in China should then focus on the identification of marketing opportunities in your Chinese market. Daxue endeavors to leverage data-collection methodologies to ensure a comprehensive understanding of the consumer, the competition, the environment and the distribution dynamics.
Daxue Consulting combines its own data-collection techniques with tools such as Michael Porter’s five forces model, the Boston Matrix, and Arthur D. Little & VRIO to better identify the most relevant corporate strategy to adopt according to the current market situation and consumer trends in China. Our deliverables intend to offer a comprehensive overview of the marketing and business strategy implementation, including a marketing plan, but also financial cash-flow and training.
Finally, a business strategy will lead the definition of operational and long-term planning. This includes the establishment of intermediary operational objectives, aimed at keeping your team on-track at every stage of your development process. To ensure the smooth integration of new strategies, Daxue Consulting will create a monitoring plan of the operational setup. It includes regular data-collection for KPIs and market acceptance evaluation.
Daxue Consulting provides competitor analysis, including competitive and market intelligence to better adapt your strategy to your competition in each market, as well as consumers’ concept acceptance assessment. The combination of these methodologies will enable Daxue Consulting’s team to design or redesign its client’s value proposition and marketing plan. Our final aim is to enhance business strategies in China.
To develop a tailored and localized marketing strategy, we must gather market and competitor intelligence in China. Moreover, the first step is to perform an internal analysis of your firm through business intelligence tools. We first perform an analysis of the business model as well as your current marketing operation in China. It implies the leverage of various business intelligence tools to better understand the market acceptance of your offer and the setup of relevant KPIs. In the case of a new China market entry, consumer surveys, as well as big data analysis, can be leveraged to quantitatively evaluate the potential impact of your marketing strategy in China. We often perform a VRIN-analysis at this initial stage.
In the second stage of research, we perform an external analysis of the environment in which your firm operates in China. It provides insights into how your competitors are likely to adapt as the Chinese environment changes. Daxue Consulting leverages its in-depth knowledge of the business environment in China to cross-analyze how these factors relate. Indeed, China is an important and complex country, and gaining a thorough understanding of the political, economic, social, and technological factors that affect the Chinese market, and how these relate to your business operations is difficult to obtain. It is in this regard that our expertise is particularly relevant, as we combine our knowledge of marketing strategy with our in-depth understanding of the Chinese market. Our team provides you with a reliable analysis of the external environment, and how you should adapt your business model to it.
After we perform the analysis of the internal and external environment, we compare our results and gather intelligence. The collected insights are leveraged as the foundations for an assessment of your firm’s strengths and weaknesses and, ultimately, your existing business and marketing opportunities on the Chinese market. Our market analysis aims at figuring out how your firm can best utilize its resources in China. The market analysis also helps you understand how to leverage your business model and value offerings so you can capture more market share in each of your targeted segments.
It is important to note that the strengths and weaknesses of your organization are relative to those of your competitors. Hence, a competitor’s intelligence report compares the strengths and weaknesses of your organization with those of your competitors to discover what kind of market strategy and value offerings are likely to reap the largest market share in your targeted market segments. It also includes the quantification of this potential grasp and the value generation of each defined strategy in each targeted segment in China.
The market analysis will support our team to define segmenting criteria for the market. As previously explained, the market segmentation helps to divide your main objective of sales acceleration into a multitude of targeted objectives. For instance, the segmentation of the market allows you to discover and rank different market segments in China according to their market attractiveness and to quantify the potential market share, and value generation, in each of them. When it comes to your resources, which by their very nature are constrained, this method supports a pragmatic and data-driven allocation.
As a strategy firm with national coverage, Daxue Consulting will support your business approach nationwide, but can also accompany you in your city-level approach. Niche marketing and extra-targeting are efficient strategies n the Chinese market and our team can provide you business strategy support in leading tier-1 cities such as Beijing, Shanghai, Shenzhen, Tianjin, Chengdu, but also Wuhan, Shenyang, Dongguan, Hangzhou or Nanjing.
Based on the intelligence gathered, your firm is in a position to develop a sustainable market strategy in China. This is based on a reliable analysis of your organization and the business environment in which it operates. Our market analysis also creates awareness of how the different components of your business model should be synchronized to follow through on your marketing strategy in China. The marketing strategy you develop in China can serve as the compass for your organization, and it offers you an understanding of what targets different departments and employees must reach to successfully implement the strategy.
Daxue Consulting has extensive experience of market entry and business expansion project in China, including many city-level business analysis. Over the last few months, our team has conducted project such as feasibility analysis, local competition mapping, franchise opening or consumer segmentation analysis in any of the top 30 cities in China. We especially consolidated market reports and strategic approach for international brands in:
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