synovate-APP调研建议书

,Proposal:PhotocopyPaperMarketProfile(China),APPSynovateBusinessConsultingOct9th,2004,Synovateisoneoftheworldsleadingresearchfirms,havingover4,000employeesin84officesacross52countries.SynovateBusinessConsultingisthebusinessintelligenceandstrategyconsultingdivisionofSynovate,providingintelligence-basedstrategicadvicetomajorcorporateclients,with16officesacrossAsia.SynovateBusinessConsultingisdrivenbyanexperiencedteamofover60full-timeprofessionalsacross16majorAsia-Pacificmarkets,supportedbyanetworkofhighlyqualifiedResearchersineachcountry,allofwhomhavelocalindustryknowledgeandexpertise.ThephilosophyofSynovateBusinessConsultingistoprovidecost-effectiveserviceswiththehighestdegreeofcustomisation.Servicesinclude:,MarketopportunityanalysisMarketprofilesandsizingCompetitiveintelligenceCorporateintelligenceProductintelligence,CompetitortrackingMarketfeasibilityCustomerinterviews;Distributorinterviews;Industryassociations;Secondaryresearch,CollectTOPplayerdata,Revenue:XXXSalesVol.:MarketShare:XX%GrowthRate:XX%Segmentshare:XX%,However,marketshareisalwaysverydifficultforintervieweetoestimate,especiallyforfragmentedsegment.Followingtechniquesareapplied:Crosscheck/doublecheck(bymultiinterviews)Shareexternalinformationwithinterviewstohelpmakeexactestimation(duringinterview)Logiccheck(duringinterview),XX%,VirginPulp,GrassPulp,MixedPulp,Other,Totalsizemodel(Cover4customersegments),XX%,Eachsegmentsizemodel(e.g.VirginPulp),Eachcompetitorstotalrevenue,Eachcompetitorssinglesegmentrevenue,Size,Marketsizingbysupplyside(coveringproductsegment/customersegment/forecast),XX%,Forecastmodel,Eachcompetitorsnewaddedvolume/value,(MarketshareofTOPplayers),(MarketshareofTOPplayers),(A+B+C+D)/XX%,Size,(A+B+C+D)/XX%,Forecast,(A+B+C+D)/totalrevenueoftopplayers,(MarketshareofTOPplayers),Marketsizingmethodology(sample),Marketsizingbydemandside(coveringproductsegment/forecast,andsecondtiercitymarketsizeswillbemainlyfiguredoutfromdemandsidesupportingbycompetitorinformation),Key:Meaningfulsegmentationaccordingtoindustrystructure(differentcustomertypesandsizes)basedonexpertinterviews+representativesamplingofbudget/expenditure.E.g.(AveragecustomerspendwithineachsegmentXTotalestimateduniverseofcustomersineachsegment)+(Estimatedsizeofothersegments),Estimatedtotalspend(perannum)US$12.8m,Interviewswithkeycustomerspertier/class/type,InterviewsemphasiswillbeonTierIIIandIIcustomersthatgeneratehighvalue,Allfiguresherearehypotheticalnumbers,Marketsizemodel,Forecastmodel,Key:Growthoftotalestimateduniverseofcustomersineachsegmentabout$Y.”Averagecredibilityfromtop-of-mindresponse.,MarketingManager,SourceF:$XAveragecredibilityfromtop-of-mindresponse.,MarketingManager,SourceF:$XAveragecredibilityfromtop-of-mindresponse.,Manager,MarketingDepartment,SourceA:$XUnsureestimatewithlowcredibility.,IndustryPublication,SourceB:Marketsizevalue:$X;Aboveaveragecredibilityasmethodologiesarebasedontradeassociationinterviews,tradepress,companyresearch,tradeinterviewsandestimates.,Finalestimate:US$12.8m*,US$m,Chairman,SourceD:$X,basedondataonimport/export/localproductionandmanufacturersales.Highcredibilityasindustryexpert.,SeniorManager,SourceC:Totalmarketsize:$X-Y,basedonin-houseresearch.HighcredibilityasestimatesareverifiedwithSourceCsownsalesfigures.,BusinessDevelopmentManager,SourceG:$XAveragecredibility,sincethecompanyisbelievedtohaveunder-reported(fortaxevasion)sales.,SourceASourceBSourceCSourceDSourceESourceFSourceGSourceH,*Hypotheticalnumbers,Note:Breadthofcolumnindicatesrelativecredibilitybetweenrespondentsestimates,Marketsizingmethodology(sample),Marketsizingbyexecutiveopinion(Inputsfromvarioussourcesarecomparedandaconsensusreachedtodeterminethefinalfigures.),Marketsizingmethodologydatafromdeskresearchandmarketplacesourcesarecrosscheckedtoensureaccuracyandvalidity,Follow-upandClarificationsFollowupperiodafterthefinalpresentationClientconfidentialityismaintainedduringandaftertheproject,Thoroughlytested,proprietarymodels,SubstantialRelevantProjectExperience,CompetitiveintelligenceontheprintingindustryinChina,focusingon:PrintbrokersExportprintersMarketprofileofprintingindustryinChinaOverviewoftheindustryenvironmentincludingmarketstructure,characteristics,andpotentials,demandsizingandsegmentations,investigationofcompetitiveenvironmentCorporategreetingcardindustryinChinaInvestigateandunderstandthesellingprocess,productofferingsandsellingtools,andobtainthesalestermsofcorporategreetingcardsinShanghaiPublicationdeliveryanddirectmailindustryprofileinHongKongandSingaporeDeterminethemarketsize,segmentationandcharacteristicsofthepublishingindustrydeliveryservicesmarket,identifyandprofilemajorpublishingordirectmailindustryplayers,RecentlydeliveredprojectsinChinaPaperpackagingsizing,Projectbackground:Clientisoneofthelargestpaperpackagingprovidersintheworld,whohasenteredChinaforseveralyearandlookedtounderstandthetotalmarketfor4productsegmentsCustomerintelligence;marketentryandfeasibilityIndustryexpertise:ConstructionmaterialsandIndustrialgoodsLanguages:EnglishandMandarinInvolvedinallChinaPaperEquityInternationalCo.Ltd.Expertise:Corporatestrategyanalysis,industryanalysis,Financialinformationanalysis,Feasibilitystudy.Languages:English,MandarinandShanghaidialect,ProjectteamReinZhang,YearsConsultingexperience:2BusinessAnalystProfile:responsibleforresearchdesignandplanning,datacollectionandanalysis,strategyplanningandrecommendationQualifications:MScE-CommerceTechnologyinUniversityofEssexUK,MicrosoftCertifiedSystemEngineer+InternetPreviousemployment:MapedStationery(Suzhou)Company,Ubisoft(Shanghai)Company,Solvay(Shanghai)InvestmentCompanyExpertise:industryanalysis,informationsystemsdesign,implementationandanalysis,feasibilitystudy,corporateknowledgemanagementLanguages:English,MandarinandShanghaidialect,ProjectteamAaronZhang,YearsConsultingexperience:2BusinessAnalystProfile:Responsibleforprojectcoordination,researchplanninganddesign,modeldesigning,datacollectionandanalysis,reportpreparationandeditingQualifications:BBAinMarketing,FudanUniversityPreviousemployment:PricewaterhouseCoopers,OctagonMarketingConsultingExpertise:Marketsizing,Corporatestrategyanalysis,Industryanalysis,ChannelAnalysis,Branding,FinancialAnalysis,CorporateInternalControlLanguages:English,Mandarin,Interaction,Interimreports)Reviewtop-linefindingsAdjustprojectdirection,ReportshellReviewcontentVerifyresearchfocus,InternalReviewClientsRegionaland/orcountrySpecificoperationandorganizationIn-houseknowledge,FinalreportdraftFindingsandrecommendationsreviewQuestionsreviewFinalreporttoaddressallissues,ThissystemensuresAPPhasdirectinputandcontroloverprojectmanagementandprogress,Projectschedule,DebriefingwithAPPReceiveallon-handmarketplayerandcompetitorinformationDefineproductsdowntotechnicalityfeaturesandidentifyindustryjargonsAgreeonalldeliverablesPreliminaryresearchFinalizedcustomer/distribution/productsegmentationviasecondaryresearchandpilotinterviews,Presentation,2week,Fieldwork&interviewsDeskresearchtoidentifytargetedintervieweesandmarketstatusTogatherbenchmarkinformationusedforcross-referencingexecutiveinterviewfindingsInterviewwithcompetitors,distributionchannels,industryorganizationsandcustomersTimescheduleforfieldworkFirst2weeks:ShanghaiFollowing4weeks:ZhejiangLast4weeks:Jiangsu,2-3weeks,Analysis&reportingCross-referencingandanalysisStrategicrecommendations,Kick-off,Note:Projecttimingexcludeslocalpublicholidays,Finalreport,presentationandstrategicrecommendationscanbeconcludedin3months,Monthlyfieldworkreport,8thweek&12thweek(excludingcustomerinterviews),Weeklywrittenupdate&by-weeklyfacetofaceupdate,Shanghai/Jiangsubriefing,Zhejiangbriefing,Professionalfees,Feesarecalculatedonthebasisofestimatedtimefordifferentlevelsofstaff,hiscase,AssociateDirector,ProjectManager,SeniorResearchers,BusinessAnalysts,ResearchAnalystsandTechnicalConsultants.Feesinclude:AllresearchcostsIncentivesforintervieweesOn-goingconsultationduringtheprojectOnepresentationoffinalresultsinShanghaiAllinter-ChinatravelcostsThreecolorcopiesofthereportinPowerPointformatElectronicversionofthereportinMSPowerPointandAdobeAcrobatThisquotationisvalidforthreemonths50%ofthefeeswouldbeinvoicedonreceiptofawrittencommissioninginstructionTheremaining50%wouldbeinvoicedoncompletionofthestudyAtimebasedpro-ratachargewillbemadeiftheprojectiscanceledbytheclient,subjecttoaminimumof25%oftheoriginalquotedfeesAnychangestorequirementsorprojectspecificationsmadebytheclientmayresultinhigher(orlower)fees.,Confidentialityandcopyright,ConfidentialitystatementInaccordancewithMarketResearchSocietyandEuropeanSocietyofMarketandOpinionResearchguidelines,clientsidentitywouldnotbedisclosedtoanythirdpartyatanytimeduringtheproject,andforthreeyearsaftercompletion,unlesspermissionweregiveninwritingbytheclient.Moreover,theclientsidentityisnotdisclosedtoourfieldworkstaff/ResearchAnalystsExceptionstoclientconfidentialityItmaybebeneficialtothesuccessoftheprojecttorevealtheidentityoftheclientincertaincircumstances,inordertogainco-operationfromimportantinformationsources.AnydecisiononthismatterwillbesubjecttotheapprovaloftheclientProposalcopyrightNopartofthisproposaldocumentmaybereproduced,storedinorintroducedintoaretrievalsystem,ortransmittedinanyformorbyanymeans,electric,mechanicalphotocopying,recordingorotherwise,withoutthepriorwrittenpermissionofSynovate.ReportcopyrightCopyrightandallotherrightsinthenatureofcopyrightthroughouttheworldonanyreports,findingsorrecommendationsinanyform,producedbySynovatefortheclientasaresultoftheworkoutlinedinthisproposalwouldremainjointlywithSynovateandtheclientunlessanduntilpermissiontosell,publishorotherwisemakepubliclyavailablesuchreportsweregiveninwritingbybothparties.,AboutSynovateBusinessConsulting,SynovateBusinessConsultingisaregionaldivisionoftheSynovateGroup,dedicatedtoprovidingbusinessintelligenceandstrategysolutions,rangingfrommarketentryconsultingtostraightforwardmarketandcompetitoranalysis.Thisuniqueresourceofferscost-effectiveandreliableresultsthroughoutAsiaPacific.,OurpeopleSynovateBusinessConsultingprovidesaflexibleandrobustservicethroughitsuniqueinfrastructure:ateamof80specialistsbasedinHongKong,Singapore,Beijing,Shanghai