Case Studies

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Market Entry

The Client

  • A famous education and language assessment provider

The Background

  • Client needed to identify the total market for English training and private education and define the market segments for business development roadmap planning.
  • Other than understanding the consumers, competitive intelligence analysis was essential as well given the mushrooming of such service providers.
  • To add to the challenge, client would like to study specific techniques and strategies of competitors, e.g. how report feedback on learners’ ability is provided to learners.

The Approach

  • A multi-pronged approach was embarked on to achieve the stated objectives
    • Internal interview with key staff
    • Desk research on current policy, trend and competitors
    • External interview with key decision maker/ influencer in training school and private schools.

The Outcome

  • The findings helped the client to identify the opportunities in different city tiers and segments.
  • The findings helped the client to adjust their products and business in the wake of new trends in Chinese education market. Awareness of brand was also a key issue to address to gain higher familiarity and trust among teachers, parents and students.

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