Issue:The client was seeking a market entry strategy to grow their nascent presence in China. Client was keen to enter Chinese B2B customer segments such as manufacturing, banking, BPO, telecom, healthcare and insurance. Actionable intelligence was needed to help them prioritize their marketing efforts and assist their sales teams quickly capture new accounts.

Solution: Multiple stages of data gathering and analysis were recommended for developing the segment prioritization, including a broad market scan to filter out segments with low penetration potential, in-depth profiling of potential segments, building of target customer case studies, and benchmarks on competitor activity. On-the-ground China market intelligence would form the basis for developing the market entry strategy.

Approach: Our China team scanned the various market segments and prioritized them by their ease of entry and size of market potential. This was followed by a rigorous customer segment profiling to evaluate potential market size, product needs buying process and client pain-points. The client's direct and in-direct competitors were studied to evaluate their current sales performance and learn from their activities. Solidiance went a step further, to prepare a target customer contact list to give the client's sales team a head start in their business development activities.

Engagement ROI: Our study showed the client that key Chinese partners were needed in order to get into sectors such as banking and insurance that are outsourcing an increasing volume of their data processing work. Furthermore, product design features needed to be adjusted to meet the needs of these customers. Equipped with this new knowledge, the client was in a better position to develop their marketing plan and sales activities.