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Market Entry Assistance

The Challenge:
A foreign biotechnology company was interested in introducing its in vitro diagnostic products into the Chinese market. The company has a long list of products to choose and it only intended to launch one in China first. It was particularly interested in establishing a partnership with a Chinese diagnostic vendor to co-launch and promote its products in China.

The Method and Process:
Upon review of the client’s challenge, Beijing Consultech recommended measuring market size, defining market potential for the products, and then conducting matchmaking research to find and evaluate the potential partnership candidates.
Beijing Consultech consultants first selected out, based on Beijing Consultech’s expertise and experience, several products from the company’s product line on which to conduct marketing research. The product with the largest market potential was identified after this assessment. Beijing Consultech then profiled and evaluated 20 distributors with a detailed analysis of their distribution strategies and strengths, including financial performance, sales force performance, distribution channel, promotional strengths, experience of dealing with foreign companies and credit. Finally, Beijing Consultech organized a negotiation meeting and help the client discuss with the 10 selected Chinese mainland and Hong Kong distributors of diagnostic products with national access. As a result of this effort, the client chose two companies to continue further negotiations.

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