synovate-APP调研建议书

1、,Proposal: Photocopy Paper Market Profile (China),APP Synovate Business Consulting Oct 9th, 2004,Synovate is one of the worlds leading research firms, having over 4,000 employees in 84 offices across 52 countries. Synovate Business Consulting is the business intelligence and strategy consulting divi

2、sion of Synovate, providing intelligence-based strategic advice to major corporate clients, with 16 offices across Asia. Synovate Business Consulting is driven by an experienced team of over 60 full-time professionals across 16 major Asia-Pacific markets, supported by a network of highly qualified R

3、esearchers in each country, all of whom have local industry knowledge and expertise. The philosophy of Synovate Business Consulting is to provide cost-effective services with the highest degree of customisation. Services include:,Market opportunity analysis Market profiles and sizing Competitive int

4、elligence Corporate intelligence Product intelligence,Competitor tracking Market feasibility Customer interviews; Distributor interviews; Industry associations; Secondary research,Collect TOP player data,Revenue: XXX Sales Vol.: Market Share: XX% Growth Rate: XX% Segment share: XX%,However, market s

5、hare is always very difficult for interviewee to estimate, especially for fragmented segment. Following techniques are applied: Cross check/double check (by multi interviews) Share external information with interviews to help make exact estimation (during interview) Logic check (during interview),XX

6、%,Virgin Pulp,Grass Pulp,Mixed Pulp,Other,Total size model (Cover 4 customer segments),XX%,Each segment size model (e.g. Virgin Pulp),Each competitors total revenue,Each competitors single segment revenue,Size,Market sizing by supply side (covering product segment/customer segment/forecast),XX%,Fore

7、cast model,Each competitors new added volume/value,(Market share of TOP players),(Market share of TOP players),(A+B+C+D)/XX%,Size,(A+B+C+D)/XX%,Forecast,(A+B+C+D)/total revenue of top players,(Market share of TOP players),Market sizing methodology (sample),Market sizing by demand side (covering prod

8、uct segment/forecast, and second tier city market sizes will be mainly figured out from demand side supporting by competitor information),Key: Meaningful segmentation according to industry structure (different customer types and sizes) based on expert interviews + representative sampling of budget /

9、 expenditure. E.g. (Average customer spend within each segment X Total estimated universe of customers in each segment) + (Estimated size of other segments),Estimated total spend (per annum) US$12.8m,Interviews with key customers per tier/class/type,Interviews emphasis will be on Tier III and II cus

10、tomers that generate high value,All figures here are hypothetical numbers,Market size model,Forecast model,Key: Growth of total estimated universe of customers in each segment about $Y.”Average credibility from top-of-mind response.,Marketing Manager, Source F: $XAverage credibility from top-of-mind

11、 response.,Marketing Manager, Source F: $XAverage credibility from top-of-mind response.,Manager, Marketing Department, Source A: $XUnsure estimate with low credibility.,Industry Publication, Source B: Market size value: $X; Above average credibility as methodologies are based on trade association i

12、nterviews, trade press, company research, trade interviews and estimates.,Final estimate: US$12.8 m*,US$m,Chairman, Source D: $X, based on data on import/export/local production and manufacturer sales. High credibility as industry expert.,Senior Manager, Source C: Total market size: $X -Y, based on

13、in-house research. High credibility as estimates are verified with Source Cs own sales figures.,Business Development Manager, Source G: $XAverage credibility, since the company is believed to have under-reported (for tax evasion) sales.,Source A Source BSource C Source DSource E Source F Source G So

14、urce H,* Hypothetical numbers,Note: Breadth of column indicates relative credibility between respondents estimates,Market sizing methodology (sample),Market sizing by executive opinion (Inputs from various sources are compared and a consensus reached to determine the final figures. ),Market sizing m

15、ethodology data from desk research and marketplace sources are cross checked to ensure accuracy and validity,Follow-up and Clarifications Follow up period after the final presentation Client confidentiality is maintained during and after the project,Thoroughly tested, proprietary models,Substantial

16、Relevant Project Experience,Competitive intelligence on the printing industry in China, focusing on: Print brokers Export printers Market profile of printing industry in China Overview of the industry environment including market structure, characteristics, and potentials, demand sizing and segmenta

17、tions, investigation of competitive environment Corporate greeting card industry in China Investigate and understand the selling process, product offerings and selling tools, and obtain the sales terms of corporate greeting cards in Shanghai Publication delivery and direct mail industry profile in H

18、ong Kong and Singapore Determine the market size, segmentation and characteristics of the publishing industry delivery services market, identify and profile major publishing or direct mail industry players,Recently delivered projects in China Paper packaging sizing,Project background: Client is one

19、of the largest paper packaging providers in the world, who has entered China for several year and looked to understand the total market for 4 product segments Customer intelligence; market entry and feasibility Industry expertise: Construction materials and Industrial goods Languages : English and M

20、andarin Involved in all China Paper Equity International Co.Ltd. Expertise : Corporate strategy analysis, industry analysis, Financial information analysis, Feasibility study. Languages : English, Mandarin and Shanghai dialect,Project team Rein Zhang,Years Consulting experience : 2 Business Analyst

21、Profile : responsible for research design and planning, data collection and analysis, strategy planning and recommendation Qualifications : MSc E-Commerce Technology in University of Essex UK, Microsoft Certified System Engineer + Internet Previous employment : Maped Stationery (Suzhou) Company, Ubi

22、 soft (Shanghai) Company, Solvay (Shanghai) Investment Company Expertise: industry analysis, information systems design, implementation and analysis, feasibility study, corporate knowledge management Languages : English, Mandarin and Shanghai dialect,Project team Aaron Zhang,Years Consulting experie

23、nce : 2 Business Analyst Profile : Responsible for project coordination, research planning and design, model designing, data collection and analysis, report preparation and editing Qualifications : BBA in Marketing, Fudan University Previous employment : PricewaterhouseCoopers, Octagon Marketing Con

24、sulting Expertise : Market sizing, Corporate strategy analysis, Industry analysis, Channel Analysis, Branding, Financial Analysis, Corporate Internal Control Languages : English, Mandarin,Interaction,Interim reports) Review top-line findings Adjust project direction,Report shell Review content Verif

25、y research focus,Internal Review Clients Regional and/or country Specific operation and organization In-house knowledge,Final report draft Findings and recommendations review Questions review Final report to address all issues,This system ensures APP has direct input and control over project managem

26、ent and progress,Project schedule,Debriefing with APP Receive all on-hand market player and competitor information Define products down to technicality features and identify industry jargons Agree on all deliverables Preliminary research Finalized customer/distribution/product segmentation via secon

27、dary research and pilot interviews,Presentation,2 week,Fieldwork & interviews Desk research to identify targeted interviewees and market status To gather benchmark information used for cross-referencingexecutive interview findings Interview with competitors, distribution channels, industry organizat

28、ions and customers Time schedule for field work First 2 weeks: Shanghai Following 4 weeks: Zhejiang Last 4 weeks: Jiangsu,2-3 weeks,Analysis & reporting Cross-referencing and analysis Strategic recommendations,Kick-off,Note: Project timing excludes local public holidays,Final report, presentation an

29、d strategic recommendations can be concluded in 3 months,Monthly fieldwork report, 8th week & 12th week (excluding customer interviews),Weekly written update & by-weekly face to face update,Shanghai /Jiangsu briefing,Zhejiang briefing,Professional fees,Fees are calculated on the basis of estimated t

30、ime for different levels of staff, ie. in this case, Associate Director, Project Manager, Senior Researchers, Business Analysts, Research Analysts and Technical Consultants. Fees include: All research costs Incentives for interviewees On-going consultation during the project One presentation of fina

31、l results in Shanghai All inter-China travel costs Three color copies of the report in Power Point format Electronic version of the report in MS Power Point and Adobe Acrobat This quotation is valid for three months 50% of the fees would be invoiced on receipt of a written commissioning instruction

32、The remaining 50% would be invoiced on completion of the study A time based pro-rata charge will be made if the project is canceled by the client, subject to a minimum of 25% of the original quoted fees Any changes to requirements or project specifications made by the client may result in higher (or

33、 lower) fees.,Confidentiality and copyright,Confidentiality statement In accordance with Market Research Society and European Society of Market and Opinion Research guidelines, clients identity would not be disclosed to any third party at any time during the project, and for three years after comple

34、tion, unless permission were given in writing by the client. Moreover, the clients identity is not disclosed to our fieldwork staff/Research Analysts Exceptions to client confidentiality It may be beneficial to the success of the project to reveal the identity of the client in certain circumstances,

35、 in order to gain co-operation from important information sources. Any decision on this matter will be subject to the approval of the client Proposal copyright No part of this proposal document may be reproduced, stored in or introduced into a retrieval system, or transmitted in any form or by any m

36、eans, electric, mechanical photocopying, recording or otherwise, without the prior written permission of Synovate. Report copyright Copyright and all other rights in the nature of copyright throughout the world on any reports, findings or recommendations in any form, produced by Synovate for the cli

37、ent as a result of the work outlined in this proposal would remain jointly with Synovate and the client unless and until permission to sell, publish or otherwise make publicly available such reports were given in writing by both parties.,About Synovate Business Consulting,Synovate Business Consultin

38、g is a regional division of the Synovate Group, dedicated to providing business intelligence and strategy solutions, ranging from market entry consulting to straightforward market and competitor analysis. This unique resource offers cost-effective and reliable results throughout Asia Pacific.,Our people Synovate Business Consulting provides a flexible and robust service through its unique infrastructure: a team of 80 specialists based in Hong Kong, Singapore, Beijing, Shan