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CHALLENGE | Very limited knowledge of China but aggressive plans for rapid market entry without acquisition of partnership locally. | CLIENT
| Market leading US supplier of 3rd party extended warranty services. | APPROACH | Assessment of market entry options and exploration of acceptance of warranty programs. 50 executive interviews with senior management at Top 100 retailers in Beijing, Shanghai, Guangzhou, Dalian, Shenzhen, Qingdao, Nanjing, Hangzhou and Tianjin Analysis of market opportunities and identification of key threats. | RESULT | Final report informed feasibility study and client incorporated China company and began delivering warranty programs within 4 months to companies pre-selected by Amber. |
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CHALLENGE | Needed to accurately understand Europe's potential to capitalise on the growing outbound tourist market in China in order to guide sales and marketing investment in the region. | CLIENT
| European Tour Operator's Association, the industry regulator and largest tour operator association in Europe. | APPROACH | 40 interviews with senior managers at China's 10 largest travel agencies 200 interviews with tourists in Beijing, Shanghai and Guangzhou Focus group with Shanghai based international tour guides. | RESULT | Final report outlined strategies for European tour operators to win business from China and delivered Full briefing on the motivations and aspirations of Chinese visitors to Europe based on actual experience as well as perceptions of the travel experience. The report was delivered to all ETOA member companies. |
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CHALLENGE | Required rapid market overview and detailed company information on Chinese companies most likely to expand into overseas markets. The target was mid level companies with aggressive expansion plans. | CLIENT
| Top, multinational law firm with a 10+ year history in China and offices in Beijing, Shanghai and Guangzhou. | APPROACH | Design of a desk research, media tracking and opinion leader interviewing to formulate database of 70 companies that we considered to be the best mid-sized targets for the client's business. | RESULT | Research formed the basis of client's marketing strategy. |
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CHALLENGE | Required comprehensive customer and competitor survey to include detailed information on expansion plans and market growth projections. | CLIENT
| Leading US supplier of glass components for the automotive and architectural industries. | APPROACH | Competitive benchmarking exercise using a pre-agreed discussion guide.Interviews conducted with Technical Managers at 20 competitor firms as well as telephone questionnaires carried out with 350 factories to confirm purchasing behaviors, preferences and future growth plans. | RESULT | Client decisions on manufacturing capacity and sales force expansion in China informed by research. |
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CHALLENGE | Where is the latest research into bio fuels taking place in China and which of these small companies or institutes would be best set up to commercialise production within the coming 2-3 years? | CLIENT
| European based, global energy firm | APPROACH | Combined desk research and telephone investigation work to deliver mapping exercise of all key points of interest in Mainland China. Total of 25 R&D or small commercial contacts delivered which all fit criteria identified by client. | RESULT | Client was able to continue with planned approaches to selected targets. |
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CHALLENGE | How do China's largest property developers currently use brokers and how will this interaction change in the future? | CLIENT
| US based private equity firm with urgent analysis need on China real estate market | APPROACH | Nationwide telephone and face to face research with Key Opinion Leaders and decision makers at both brokers and developers. | RESULT | Sufficient information obtained on first sweep to allow client to take quick decision on investment potential. |
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CHALLENGE | What are the exact number of potential buyers of client's component parts in China, specifically of two automobile brands? | CLIENT
| Singapore based auto components trader with interest in strengthening presence in China | APPROACH | Industry insider cooperation for primary research so that hard-to-find detail on the number and location of 2 automobile brand distributors as well as sales revenues and volumes were obtained | RESULT | Client based future business strategy and marketing strategy development on results, which also formed the basis of client's initial new business drive in China |
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CHALLENGE | How best to adapt product specifications in order to secure new markets in East Asia? | CLIENT
| US based supplier of aerial platforms with strong existing sales in China needed to verify tip off from company insider about the growth potential of a new industry segment | APPROACH | Significant desk research to establish field of potential end users within a defined industry segment followed by primary interviews based on in depth and complex questionnaire with procurement decision makers and influencers within the industry at the Top 5 largest end user groups | RESULT | Client indentified areas for improvement within the sales and marketing channels as well as product specification areas for improvement |
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CHALLENGE | How difficult will it be to obtain a license for establishing a school for foreign students in Shanghai? | CLIENT
| UK based provider of international education services with experience in China required snapshot research to establish situation for new foreign entrants in this field | APPROACH | Telephone and face to face discussions with city, provincial and state level government representatives to establish likelihood that Chinese government would lift restrictions on foreign entrants in this market | RESULT | Fast decision making allowed by accurate market picture backed up by thorough and widespread approaches to key government officials by a neutral source |
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“Good up-front market research is vital to success in the China market. The team at Amber carried out our survey of corporate social responsibility in China in 2008. The report they produced and conclusions reached were both revealing and insightful. We were pleased with the speedy and thorough approach to the work and the findings.” Ian Crawford, Executive Director, British Chamber of Commerce Shanghai
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