synovate-APP调研建议书

PreparedforPreparedbyJobNumberDateProposal:PhotocopyPaperMarketProfile(China)APPSynovateBusinessConsultingOct9th,20042Synovateisoneoftheworld’sleadingresearchfirms,havingover4,000employeesin84officesacross52countries.SynovateBusinessConsultingisthebusinessintelligenceandstrategyconsultingdivisionofSynovate,providingintelligence-basedstrategicadvicetomajorcorporateclients,with16officesacrossAsia.SynovateBusinessConsultingisdrivenbyanexperiencedteamofover60full-timeprofessionalsacross16majorAsia-Pacificmarkets,supportedbyanetworkofhighlyqualifiedResearchersineachcountry,allofwhomhavelocalindustryknowledgeandexpertise.ThephilosophyofSynovateBusinessConsultingistoprovidecost-effectiveserviceswiththehighestdegreeofcustomisation.Servicesinclude:MarketopportunityanalysisMarketprofilesandsizingCompetitiveintelligenceCorporateintelligenceProductintelligenceCompetitortrackingMarketfeasibility&marketentrystrategyProductlaunchPartnerevaluation&selectionDistribution&valuechainconsultingSynovateBusinessConsulting3ProjectbackgroundAPP,agloballeadingpaperindustryplayerisnowseekingto–BetterunderstandGreaterShanghai(Shanghai,Jiangsu&Zhejiang)PhotocopyPapermarket&trend,–Identifykeycompetitors’marketshares&competitiveadvantages/disadvantages–IdentifyopportunitiesforfuturedevelopmentSynovateBusinessConsultingspecializesinmarketprofilesconcentratingonmarketsizing/forecasting,competitiveanalysis,distributionanalysisandstrategicrecommendations,withafocusonChina’shardwareandindustrialmaterialsindustryInthefollowingproposalSynovateBusinessConsultingaimstoclearlyoutlinetheapproach,methodology,deliverables,timingandfeesofthisproject:4ProjectscopeGeographiccoverageShanghaiZhejiang,focusingon–Hangzhou–Ningbo–WenzhouJiangsu,focusingon–Nanjing–WuxiCustomersCoverageCustomerbychannels(TBD):–Directsales–Hypermarket–Supermarket–Otherretailstores–Online/telesuppliers–OtherTimeframe2001-2003Forecasting2004-2007ProposedsubjectareasPhotocopyPaper–Highend–Midend–Lowend5ResearchmethodologyAnalysisbySynovateBusinessConsultingExecutiveinterviewswith:KeycompetitorsDistributorsRetailersCustomersTradeorganizationsandindustryexpertsPrimaryresearch:In-depthbusinessinterviewsSecondaryresearchCompetitors’websitesIndustrypublicationsStatisticalyearbooksBusinessnewsBusinessdirectoriesSynovateBCdatabasesAnypublishedpaperproductsreports10-15%ofdata80-85%ofdataAvailabledataandinformationfromAPP5%ofdata6Researchmethodology(Fullresourcecoverage)Primaryresearch(80-85%data)SynovatedatabaseOfficialstatisticsCompetitorinterviewsCustomerinterviewsDistributors/associationinterviews3rdpartydataprovidersSecondaryresearch（10－15％data）Achievesalesinformationofmaincompetitors,whichrepresentmostmarketshare,anddataonmarketsizesbyproductsegment,customersegment,distributionchannel&,geographicmarketarecoveredAchievecustomerbehaviorinformationfromcustomerinterviewstoverifysupplysidedataAchievequantitative/qualitativeinformationfromindustryassociations/distributorse.g.keycompetitors'sales,customerdemand&distributionchannelshare,etcAchievemacroeconomicdata(e.g.customerNumber/distribution,etc.),maincompetitorsbackgroundinformation,markettrend,etcCompetitorCustomersDistributor/associationSecondaryresearchCompetitorinformationCustomersegmentationDistributionMacrodataMainsourceSecondarysourceNon-sourceLegend:Customerbehavior7Researchmethodology(Primaryresearch)1-Seniorofficialsofindustryorganizations–Wewouldsuggestconductingapproximatelyn=3-5interviewsExamplesinclude:–ChinaPaperAssociation2-Competitorinterviews–Wewouldsuggestconductingapproximatelyn=30-35interviewswithmanagersandkeystaffofmajorforeignandlocalcompetitorsIn-depthexecutivesinterviewswith:AnalysisandrecommendationsbySynovateBusinessConsultants4-CommercialCustomerinterviews–Wewouldsuggestconductingapproxn=20interviewswithcommercialcustomers3-Distributor/retailerinterview–Wewouldsuggestconductingapproxn=60-65interviewswithdistributors/retailers5-Commercialcustomersinterviews–Wewouldsuggestconductingapproxn=1,200telephoneinterviewswithcommercialcustomers8Researchmethodology–telephoneinterviewsampleSchoolOtherBysize(employeenumber)ByIndustryTodeterminesamplesize/allocation,following’sfactorsaretakenintoconsideration:-Industry,mainimpact–demandonphotocopypaper-Size,mainimpact-purchasingpattern-Ownership,-whichmayhavedifferentpurchasingpattern6citieswillbecoveredinthisresearch–Shanghai,Hangzhou,Ningbo,Wenzhou,Nanjing&WuxiLargeMediumSmallGovernmentBankTrading&serviceNonsub-segmentationNonsub-segmentation9Researchmethodology–telephoneinterviewsample(Cont’)ShanghaiHangzhouNingboWenzhouNanjingWuxiSampleswillbeallocatedevenlyineachcityforcomparisonpurposeBank&governmentarenotsegmentedbysizeSchoolsaresegmentedbyelementaryschools,middleschools&universitiesTotal1,200interviewsLargeMediumSmallSubtotalSchool15151545Bank-30-30Government-30-30Trading&service15151545Other15201550Subtota451104520010Weestimateatleast110executive-levelinterviews&1,200(customer)telephoneinterviewsacrosstheGreaterShanghairegion(coveringShanghai,Jiangsuand