Building Harmony with Japanese Customers: Key Insights for Expanding Your Business into Japan
Although expansion into emerging markets is vital for pharma companies to ensure continued growth, both cultural and economic market entry barriers can pose problems. China is one of the most lucrative markets for pharma companies across the globe. China’s growing middle class and an ageing population mean new opportunities for companies to widen their portfolio in this area. However, entrants into the Chinese market encounter several challenges while expanding their operations effectively in the country. For Western companies seeking a foothold in the pharma industry in China, our experts have identified some of the key market entry barriers in the Chinese pharma market and ways to overcome them.
Chinese market entry barriers
Identifying untapped market potential
The scale of the country could prove to be one of the key market entry barriers for pharma companies planning to enter the Chinese market. So far, the main focus for pharma companies has been on Tier 1 and Tier 2 cities, those with a population of over 2 million. Physicians in large hospitals in these cities have been targeted by foreign companies as a part of their market entry strategy to venture into these markets. Pharma companies must also identify ways to leverage the potential of China’s rapidly growing Tier 3 and Tier 4 cities. Mergers or joint ventures with established Chinese firms who have built up knowledge and a profile in these areas is one of the best ways to pursue this.
China’s overlapping demographics with each of them requiring a tailored approach poses a severe challenge for pharma companies. Furthermore, inadequate knowledge of geographical and cultural differences in Chinese markets could also prove to be significant market entry barriers for companies in the pharma sector. Even two cities such as Shenzhen and Guangzhou which are in close proximity, speak different languages and represent very different social clusters. Marketing in these two cities or even the case of Tier 1 and Tier 4 cities in the country would necessarily require two separate approaches.
Planned price restrictions
The Chinese government has recently indicated that they intend to review their current drug pricing scheme, which could increase the market entry barriers for foreign companies. They are planning to dramatically increase the number of drugs covered under the essential drugs list. China’s pharma industry is heavily weighted towards producing generics which are better placed to compete under such criteria, posing major market entry barriers for foreign companies wishing to profit from more expensive branded drugs. Foreign pharma companies can increase their profit margins by targeting consumers directly.
Once the drugs have made its way through the registration process, it will need to be distributed, and the fragmentation of the supply chain makes this a much more complicated process in China. Often, there are several layers of distributors to get through before reaching the customer in Chinese markets, which raises the distribution costs and also diminishes supply chain visibility, making it difficult to monitor the product once it has left the factory, contributing to further market entry barriers.
4 Common Market Entry Mistakes and How to Avoid Them
What is market positioning?
Market positioning outlines what businesses must do to market their products or services to the target customers. It involves the ability to influence consumer perception regarding a brand or its offerings relative to competitors. The primary objective here is to establish the brand identity or image in order to change consumer perception in the desired manner.
Types of market positioning strategy
An effective market positioning strategy encompasses advertising, branding, promotion, pricing, product development, and sales and distribution. Some of the common types of market positioning include:
This type of market positioning strategy involves identifying the company’s target customers and how they intend to satisfy customer needs. This can include the functionality of the product and the experience that they gain from using the product.
It is always beneficial for brands to capture the imagination of their customers. This not only helps create a lasting impression on the minds of the customers but also help the company to better plan their market positioning strategy.
This is one of the most commonly used types of market positioning strategy wherein a brand promotes some basic visual symbols and information associated to itself in such a way that customers easily recognize the brand through these symbols/information. For instance, the logo of Mc Donald’s is unique, and its eye-catching yellow logo is enough for customers to recognize the brand.
Pricing is a primary strategy used for competition. Except for luxury goods, markets for most other goods are price sensitive, however, customers do not want to compromise on the quality. So, companies that offer goods at a lower price and with a reasonable level of quality tends to win in most markets. Furthermore, one of the key ways for brands to outperform competitors is with the superior level of quality.
Customer services prior to, during, and after the course of purchase is one of the key factors that lead to better market positioning. Customers favor companies that offer better customer service, this is especially true in the case of goods such as electronics and automobiles wherein customers spend more time before making purchase decisions.
Use or application
Market positioning strategy based on the use or application of the brand involves positioning a product depending on the uses that customers can derive from that product. For instance, for several years Nescafe positioned themselves as a winter product and extensively invested in product advertisements during winters. However, the advent of cold coffee has urged them to build a market positioning strategy for summers as well. Introducing new uses and applications of a product is a measure undertaken deliberately in order to expand the brand’s market.
How to create an effective market positioning strategy?
Building a market positioning strategy is essential for businesses to identify how their brand is perceived in the market and making necessary changes to change these perceptions in the desired manner. Experts at Infiniti Research have listed out some key techniques for brands to create an effective market positioning strategy:
Determine the USP
Unique selling proposition (USP) sets a brand or its products apart from their counterparts in the market. Companies must make efforts to compare and contrast the differences with that of the counterparts in the market. Increased emphasis should be given to the strengths and how they can be leveraged to exploit the available opportunities.
Identify current market position
Analyze the company’s current market position. This helps determine if any changes are required in the current market positioning strategy. In case any changes are required, it also helps determine how new positioning will be beneficial in setting the company apart from other players in the market.
Competitor positioning analysis
Businesses must analyze the current conditions in the marketplace the amount of influence that each player in the market can place on each other. This gives a better picture of who the company is competing against in the market and what their key strategies are.
Develop effective market positioning strategy
Once the company has identified what their brand is and how they are different from competitors, the next step is to evaluate the market conditions, and other opportunities and threats in the market. This way the company has to decide how they wish to position themselves in the market.
GET MORE INFO on Infiniti’s solutions for business!
New and emerging markets open up numerous opportunities and have limitless potential for growth. However, when to take a closer look at the annals of business history, it shows that for every successful market entry, about four fail. Interestingly, it is not just inexperienced startups that face the heat from new markets while implementing their market entry strategies, several sophisticated corporations also face the same fate. Industrial strategists at Infiniti Research agree that successful market entry strategies depend largely on factors including timing, scale relative to the competition, and the ability to leverage complementary assets. Moreover, it is vital to undertake detailed analysis and market research before entering into a foreign market.
The rising rate of globalization is prompting brands across the world to ‘think global’. In the long term, every modern business wants to expand their reach to international markets, which would eventually spike their profit and growth graphs. The lucrative scope of doing business in foreign markets are attracting many ventures, big and small, to explore these opportunities. However, while formulating international market entry strategies, chances are that a company might overlook certain barriers that might prove to be fatal for the business. Here are some of the key barriers that companies must watch out for before formulating their international market entry strategies:
Monopoly in the market
The existence of a monopoly in the market often poses as a tough barrier for companies planning to build international market entry strategies for their business. A monopolistic market situation is when one company or a group of companies hold an entire chunk of the market share, making them the primary providers of products/ services in that market. Monopolies often block the entry of other substitutes or competition in the market by using patents and licenses, controlling distribution routes, resources or suppliers, or by using pricing strategies. If companies entering a new market cannot access an efficient or cost-effective distribution system because incumbent companies have a greater control over the distribution networks, the chances of their goods or services to be successful is highly unlikely.
Emerging markets, aka developing countries or emerging economies, are nations who are investing extensively in boosting their production capacity. Such nations have moved away from their traditional economy, which relied solely on the export of raw materials and agriculture. Emerging economies aim to offer a better quality of life to their people and focus mostly on rapid industrialization to drive growth. Some of the characteristics of emerging markets include their lower-than-average per capita income and high volatility. Additionally, rapid growth and more than average returns for investors are some of the other characteristics of emerging markets.
With the growing popularity of developing countries among investors, there has been a boom in the number of published articles that shed light on the characteristics of emerging markets. This makes it tedious for stakeholders to find relevant information. However, to make life easier for investors, we at Infiniti Research, have highlighted the top four emerging markets of 2018 that are all set to become the new superpowers in the years to come. (more…)
Effective management, corrective action, and quality inspection are of paramount importance for yeast manufacturers looking to comply with the three-stage regulations.
In the midst of rising competition from local and global manufacturers, manufacturers have been preparing for a difficult year ahead. Companies specializing in manufacturing yeast have a lot to contend with – stringent regulations, rising economic uncertainty, increasing competitors, and many more. Since food manufacturing and distribution is highly regulated, companies have to maintain complete transparency in their supply chain and must be prepared to act fast in the event of a contamination that would jeopardize the health and well-being of consumers.
Alongside the systemic challenges faced by food and beverage manufacturers globally, there are several other organizational challenges such as the ones arising due to mergers and acquisitions and regulatory compliance. However, changes in regulatory guidelines have compelled yeast manufacturers to remain compliant and deliver safe, healthy, and affordable food products to consumers. Another noteworthy fact is that the majority of food standard legislation is set by the European Union; and with Brexit on the horizon, there are likely to be far-reaching effects that will manufacturers to change their operational procedures to comply with the new regulatory requirements.
The Business Challenge
The client: A yeast manufacturing company
With an objective to build a better market entry strategy, the client – a leading food and beverage industry player specializing in the manufacturing of yeast – approached Infiniti to help them identify the current and future market scenario. The primary objective of this study was to help the client understand and analyze the level of competition in the market that they wished to enter.
Increasing market share by adopting different strategies while entering new market segments was of prime importance to the client. Furthermore, the yeast manufacturer wanted to develop a market entry strategy based on different operational aspects to gain a stronger foothold in the new market.
Why is a market entry strategy important for yeast manufacturers?
A market entry strategy is the culmination of the planning it takes to develop a strategy on the ways to enter a new target market with a product/service offering. It includes a detailed plan on different ways to present the product, the price at which it has to be presented, to whom, and in what form. It is essential for players in this sector mainly because a precise plan helps them keep track of their goal, spot deviations, and helps firms to track their progress to know when it is time to plan further ahead.
Summary of our market entry advisory solution
To help the yeast manufacturer gain insights into the competitive nature of the global food and beverage industry and help them penetrate the niche market segments, Infiniti’s market entry strategy experts carried out extensive research with leading stakeholders in the food and beverage industry space. The market entry strategy experts also gathered and analyzed information from various proprietary sources including paid industry databases, company presentations, and industry forums.
Solution Benefits and the Business Impact
With the help of Infiniti’s market entry strategy, the client was able to gain detailed insights into the market segment they wished to enter. The solution offered turned out to be a major conclusive factor that helped them in deciding whether or not to proceed with the market entry operation. Moreover, our market entry experts also recommended a pricing strategy based on regional segmentation, which the company was able to implement successfully.
The market entry strategy based solutions obtained based on extensive market research offered immense value that helped the client to formulate a successful market entry strategy with respect to:
- Product adaptation strategy
- Technical innovation strategy
- Low price strategy
- Total adaptation and conformity strategy
- Availability and security strategy
Considering the fact that we live in an interconnected global economy, technological innovation is touted as the major driving force bringing about pervasive disruptions in several sectors including the food and beverage industry. There is a global need for yeast manufacturers to take into consideration the evolving environment to devise appropriate strategies for the future- why and how things are transforming, and how it might affect them in the near future.
A must-read case study for strategy specialists and decision makers looking to develop a better understanding of the latest food and beverage industry trends.
The global orthodontic appliances manufacturing sector is growing at a steady pace. The growth contributors responsible for this includes factors such as a rise in patients with malocclusions, tooth decay, tooth loss, and jaw diseases. Also, other factors such as the growing demand for orthodontic treatment among adolescents, technological advancements in the field of orthodontics, and the rise in disposable incomes in developing economies will contribute to the growth of the orthodontic appliances market.
The global orthodontic appliances manufacturing segment can be classified into two main groups based on the products:
- Fixed Braces
- Anchorage appliances
- Removable Braces
Factors such as technological developments in orthodontic products, growing malocclusion cases, and awareness among customers regarding advanced orthodontic treatments are fueling the growth of the orthodontic appliances market. Moreover, it has been noted that the fixed braces segment will account for the most significant market share in the global orthodontic appliance market.
The Business Challenge:
The client- A leading orthodontic appliances manufacturer
The client, a leading orthodontic appliances manufacturer, wanted to identify and evaluate the right market entry strategy. The client wanted to leverage Infiniti’s market entry strategy to understand their penetration levels across different geographic segments. The client also wanted a detailed report on the entry barriers, new opportunities, risks, and competition in the orthodontic appliances market space.
Results- Devised effective, low-cost market entry strategies to drive profitability. Also, identified future growth areas by drawing conclusions on geographic preferences and market opportunities.
Want more information about our market entry strategy for orthodontic appliances manufacturers?
The market entry strategy experts at Infiniti carried out extensive research comprising of interviews and discussions with leading stakeholders in the orthodontic appliances market space to help the client improve business efficiency. The experts at Infiniti further compiled information from a wide array of secondary sources such as paid industry databases, company presentations, and industry forums to help the client understand the competitive scenario.
The Solution and the Business Impact:
Implementing a market entry strategy engagement helped the client to identify potential growth areas. It also assisted them in devising effective, low-cost market entry strategies to establish their international presence. Moreover, the market entry strategy solution enabled the orthodontic appliance manufacturer to reduce the risk of conflicts through the careful selection of international partners and the formulation of jointly beneficial contracts.
The evolution of technology and digitization offers massive scope for development in the orthodontic appliances manufacturing sector. Also, the functionality of 3D printing has evolved over time and now finds use in manufacturing functional parts and escalating the applicability of this process.
However, to change the static process of 3D printing into a dynamic one, the future of orthodontic appliances manufacturing segment relies on the use of 4D printing. 4D printing is a digital process that takes 3D printing materials and adds the 4th dimension of time.
There are many ways by which an organization can enter a foreign market. No one market entry strategy works for all international markets. For instance, direct exporting may be the most suitable strategy in one market while in another, you may need to adopt a different strategy to succeed. Several such factors may influence your choice of market entry strategy, including, but not limited to the degree of adaptation of your product, marketing, and transportation costs. While these factors may well increase your costs, it is expected that the increase in overall sales as a result of effective market entry strategies will offset these costs.
A must-read case study for strategy specialists and decision makers looking to develop an understanding of the orthodontic appliances market.